New Frontier Recruitment Marketing
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Presented at the 2014 HR Technology Conference. SmashFly CEO Mike Hennessy presents on the evolution of Recruitment Marketing as a discipline within the recruiting function and it's impact on the people, process and technology that organizations will need to build to be successful in finding, attracting and nurturing the right talent.
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New Frontier Recruitment Marketing
- 2. We’ve left 14 years worth of footprints.
- 3. Igniting endless distractions for recruiters.
- 4. Every 60 seconds, 2.4B people… 204M emails 2.46M Facebook posts 277k Tweets 347.2k WhatsApp photos
- 5. It’s time for a new frontier.
- 6. Requiring a new discipline: Recruitment Marketing • Director of Recruitment Marketing • Data Scientist • Content Strategist • Social Media Manager • Recruitment Marketing Specialist • Sourcing Strategist • Employment Brand Manager aka: “The Cool Kids”
- 7. Demanding a new process too. The Old Way
- 8. Demanding a new process too. The New Way
- 9. Traditional Recruiting Discipline Recruitment Marketing Discipline R + RM = MR
- 10. How marketing works… Traditional Marketing Funnel
- 11. How recruitment marketing works… Recruitment Marketing Funnel
- 14. An advanced platform to power total recruitment marketing
- 15. An advanced platform to power total recruitment marketing Market Proclaim Elevate Engage • Job / Ad Distribution • Employment Brand Campaigns • Content Marketing • Intelligent Social Recruiting • Empowered Employee Referrals • Anytime, Anywhere Mobility • Employment Brand • Optimized Career Sites • Landing Pages • Events • Contact Capture • Talent Pipeline Management • Lead Nurturing • Dynamic Workflows Measure + Improve. Consistently Better Insights. Performance Checks Analytics Dashboards Data Warehouse Decision Metrics
- 16. MARKET Market jobs, employment brand campaigns, & other initiatives from one platform
- 17. PROCLAIM Proclaim your presence wherever potential candidates work & play
- 18. ELEVATE Elevate your message and send the right targeted message to the right contacts at the right time.
- 19. ENGAGE Engage your contacts and use lead nurturing techniques to keep them warm and up to date on your organization, latest jobs and events
- 20. MEASURE & OPTIMIZE Measure & optimize every step of your recruitment marketing initiatives
Editor's Notes
- Once upon a time, candidates used to be anonymous. Online job bulletins debuted in 1994, but only captured the attention of active job seekers. Recruiters posted jobs, then sorted through candidates who revealed themselves due to interest.
- But all that has changed. In May of 2003 LinkedIn hit the stage and the recruiting playing field was leveled for passive talent as well. People started making some interesting new footprints in social media… Now, in 2014 - 1 in 4 humans uses a social network (1) 74% of American adults use social networking sites Linked In’s User Total = 300 Million Linked In gains 2 new users every second. As of August 2012: 46% of adult internet users post original photos or videos online that they themselves have created. We call them creators. 41% of adult internet users take photos or videos that they have found online and repost them on sites designed for sharing images with many people. We call them curators. Overall, 56% of internet users do at least one of the creating or curating activities we studied and 32% of internet users do both creating and curating activities. http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976 http://www.pewinternet.org/data-trend/social-media/social-media-use-by-age-group/ as of January 2014, 74% of all online adults use social networking sites. For adults ages 18-29, 89% of them use social networking sites. For adults ages 30-49, 82% of them do. For adults ages 50-64, 65% of them do, and for adults ages 65+, 49% of them use social networking sites. (3) http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/#.VCMsu_ldWSo
- But instead of evolving the organization to adapt to this new level of candidate access, we decided to just pile this free for all on to the shoulders of the recruitment team by asking that recruiters absorb all of these digital footprints, make sense of them, and find a way to weave them into their existing process and technology solutions…. Enter the pile on of point solutions and ATS bolt ons… it’s become a huge distraction that continues to pull them from their real artistry – matching and persuading talent to join an organization. We’re tasking the recruiters with the wrong thing – they are not capable to manage the impact of hyperconnection Cool pics: http://www.designstack.co/2014/08/retro-vintage-ads-for-social-media.html
- It’s going to take an entirely different set of skills to tap into the hyper-connectedness of the world. It’s not just that the world is hyperconnected, but the output from those connections…namely user-generated content. This has lead to the consumer taking charge of almost all transactions, where consumerism has started to take charge. 50% of users trust user-generated content more than the traditional marketing and messaging channels. Every 60 seconds, 2.4 Billion people send 204 M emails, Post 2.46 M Updates on Facebook, Tweet 227,000 times, share 347,222 WhatsApp photos Your next great hires are going to come from your ability to tap into that world. Consider these stats about social media and branding Stats Social: As of Jan 2014 74% of adults use social media sites. (18 – 29 = 89% and 30-49 = 82%) (PEW) As of 2014, more than approximately 1.8 billion internet users have accessed social networks; 170 million of which were located in the United States. Facebook 1.28 Billion Users Google + has 343 Million Users Linked In has 300 Million Users, and Y-o-Y audience growth of Linked In: 80% Twitter has 255 Million Users Tumblr has 230 Million Users 85% of job seekers will look for a company and/or open positions using Google and other search engines; 69% will look for information on job boards; 83% will look on company career sites; and 75% use traditional networking to gather more information about a company. In total, job seekers use 16 different sources (on average) when searching for a job. Mobile: 58% of all adults in America have a smartphone. 74% of adults between the ages of 30 – 49 in America have smartphone. In the UK it’s even higher with 62% of all adults having a smartphone. http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ By 2017, Smartphone social network users are estimated at 160.5 Million. At least half of all job seekers with smartphones or tablets spend three hours or more looking for jobs on those devices every week. About 65% of workers who search for jobs via mobile devices will leave a website if it is not mobile-optimized; and 40% walk away with a more negative opinion of the company. Branding (customer/candidate is in charge) 92% of customers trust word of mouth from friends and family over any other form of advertising - WOMM 97% of Sales Professionals will read online reviews about a company before accepting a job offer – Glassdoor 84% of job seekers would consider leaving their current employers for a company with an excellent reputation - Glassdoor Job seekers say an “employment brand” is a must-have. While not a new concept, only 38% of employers believe their company has a very clearly defined employment brand. Meanwhile, nearly half (46%) of all surveyed workers said a company’s employment brand plays a very big role in their decision to apply for a job within the organization; another 45%say it plays somewhat of a role. This approach hasn’t worked out very well, and it’s clear that it no longer works. The average cost of a bad hiring decision can equal 30% of the individual’s first-year potential earnings. Tweet this stat. (From the US Department of Labor and Statistics) The successful aren’t immune, and they’ve had to learn from their mistakes. Zappos CEO, Tony Hsieh once estimated that his own bad hires have cost the company well over $100 million. Tweet this stat. 66% of employers said they experienced negative effects of bad hires in 2012. Of these employers, 37% said the bad hire negatively affected employee morale. Another 18% said the bad hire negatively impacted client relationships. And 10% said the bad hire caused a decrease in sales. Tweet this stat. (A study from the National Business Research Institute) 43% of respondents from the same NBRI study cited the need to fill the positions quickly as the main reason that bad hires are made. Tweet this stat. It costs $7,000 to replace a salaried employee, $10,000 to replace a mid-level employee, and $40,000 to replace a senior executive. Tweet this stat. (From HR.com) As much as 80% of employee turnover is due to bad hiring decisions. Tweet this stat. (From Harvard Business Review) 36% of 1,400 executives surveyed claimed that the leading factor of a failed hire, aside from performance problems, is a poor skills match. The second leading factor at 30% was unclear performance objectives. (Study done by Robert Half) 41% of companies polled by Vitamin T Staffing Firm estimated that a bad hire cost more than $25,000, and 1 in 4 said that it cost them over $50,000. Tweet this stat. SayIt Communications calculated the ROI of a bad hire at -298%. Tweet this stat. 75% of the demand to hire new employees is simply to replace workers who have left the company. Tweet this stat.
- Hyperconnected. Consumers in charge. Talent is out there. It’s time to accept that the web has changed everything, and we find ourselves exploring a new frontier in recruiting. It’s time for a new frontier
- That new frontier, will require a whole new discipline. The birth of recruitment marketing as a discipline is here. It’s time for recruitment marketers to lead the way – and these are people with an entirely different set of skills than a recruiter. They have skills that more closely mirror the skills of marketers. They are social media natives, content strategists, branding specialists, and lead generation experts. NOTE ON VISUAL – THIS IS THE IMAGE FROM AVERBOOK POST – people will associate this with the post about the changing roles in HR.
- This new discipline will require a whole new process too. Here’s the old process
- Here’s the new process.
- Show old recruitment cycle – put this next to the new RMM graphic. Note to RON: Make backgrounds match for both, “old process” doesn’t need to look like this – can use the style that you created for the NEW.
- The handoff between traditional marketing and sales happens during the evaluation phase. Marketing has an entirely different set of skills that are needed to move the ‘buyer’ through the process until it’s time for sales to take over. In fact, in most B2B sales these days, the prospect is already through 57% of the process before a sales person ever talks to them. Marketing is qualifying the prospects. Marketing needs to support the recruitment organization in a similar way. Qualifying the candidates, until it’s time for the recruiter to practice their art.
- Recruitment Marketing needs to support the recruitment organization in a similar way. Qualifying the candidates, until it’s time for the recruiter to practice their art.
- Introducing Smashfly We’re transforming how companies recruit, and leading the way in the new frontier of total recruitment marketing. Our Modern Recruitment Marketing Platform is the most comprehensive and only dedicated solution on the market, powering the recruitment marketing discipline within organizations. SmashFly breaks through the barriers of bolted together HR technology solutions to give you the power to drive unprecedented results.
- SmashFly is the total recruitment marketing platform of choice for over 35 industry leading brands. Here are just a few….
- Our advanced platform and deep analytics unify the tools required to power this New Discipline of Recruitment Marketing:
- Analyze sources and pinpoint your qualified targets: With SmashFly you’ll have a proactive perspective of your best talent sources, so you can put more leads in the funnel with smarter talent networking. Design, curate and deliver the perfect content strategy: With SmashFly you customize the most relevant message for delivery to the right target at the right place, at precisely the right time. Facilitate ongoing engagement: With SmashFly it’s easier for targets to engage with your brand across any social platform as you nurture them towards a deeper understanding of your employment value proposition. Continually innovate your process with measurable analytics: With SmashFly you’ll have the data driven insight to measure effectiveness and pivot when the business requires a change in strategy.