Learn best-practice strategies for high-performance recruitment marketing in a new webinar led by Brandon Hall Group's Kyle Lagunas and featuring Lockheed Martin's Marvin Smith and CDW's Troy Heinritz. Download a digital copy of the report here: http://bit.ly/1EiofwS

1. Best Practices in High-Performance
Recruitment Marketing

2. Learning & Development
Talent Management
Leadership Development
Talent Acquisition
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4. Type in your question here
Have questions after the session?
Email: success@brandonhall.com
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©2015 Brandon Hall Group, Inc. 4
#modernrecruiting

5. Today’s Presenters
Kyle Lagunas
Brandon Hall Group
@KyleLagunas
Troy Heinritz
CDW
@TroyHeinritz
Marvin Smith
Lockheed Martin
@TalentCommunity
©2015 Brandon Hall Group, Inc. 5
#modernrecruiting

6. Today’s Agenda
WHAT IS RECRUITMENT MARKETING?
©2015 Brandon Hall Group, Inc. 6
• The Challenge: What is Recruitment Marketing and why does
it matter?
• The Research: What are the critical components of high-
performance recruitment marketing?
• The Stories: How are recruiting teams leveraging these
components to attract more (and better) talent?
#modernrecruiting

7. The Challenge
WHAT IS RECRUITMENT MARKETING?
©2015 Brandon Hall Group, Inc. 7
Brandon Hall Group defines Recruitment Marketing as:
All activities and strategies aimed at building and
maintaining employer brand; Efforts to extend reach
and exposure of career opportunities; and All
management of messaging and advertising of talent
acquisition efforts.
#modernrecruiting

8. The Challenge
DISPELLING MISCONCEPTIONS:
WHAT RECRUITMENT MARKETING IS NOT
©2015 Brandon Hall Group, Inc. 8
Not the same
as consumer
marketing.
Not another
term for
sourcing
strategy.
Not a facelift
for an
otherwise
toxic culture.
Not limited to
broadcasting
open jobs
#modernrecruiting

9. The Challenge
WHY DOES RECRUITMENT MARKETING
MATTER?
Source
Assess
Hire
Strong
Employer
Brand
Positive
Candidate
Experience
Attracting
Talent
VS
©2015 Brandon Hall Group, Inc. 9
#modernrecruiting

10. The Challenge
WHY DOES RECRUITMENT MARKETING
MATTER?
©2015 Brandon Hall Group, Inc. 10
#modernrecruiting

11. The Research
5 COMPONENTS OF HIGH-PERFORMANCE
RECRUITMENT MARKETING
Recruiters today are
struggling to answer an
important question:
How does one attract
talent while still
delivering on day-to-
day responsibilities?
©2015 Brandon Hall Group, Inc. 11
#modernrecruiting

12. The Research
5 COMPONENTS OF HIGH-PERFORMANCE
RECRUITMENT MARKETING
Content
Marketing
Candidate
Relationship
Management
Social Media
Marketing
Employer
Brand
Management
Search Engine
Marketing &
Advertising
©2015 Brandon Hall Group, Inc. 12
#modernrecruiting

13. The Research
CONTENT MARKETING
CONSUMER CONTENT MARKETING
LEVERAGES THE CREATION AND SHARING OF
MEDIA (NEWS ARTICLES, VIRAL VIDEOS,
TOPICAL RESEARCH, INFOGRAPHICS, PHOTOS,
ETC.) IN ORDER TO INSPIRE NEW BUSINESS.
©2015 Brandon Hall Group, Inc. 13
#modernrecruiting

14. The Impact
HIGH-PERFORMANCE CONTENT MARKETING
Identify
Target
Audiences
Develop
Personas
Content
Creation
by Stage &
Audience
Repurpose
Content
Content
Curation
©2015 Brandon Hall Group, Inc. 14
#modernrecruiting

15. The Stories
MILITARY CONNECT AT LOCKHEED MARTIN
©2015 Brandon Hall Group, Inc. 15
#modernrecruiting

16. The Stories
MILITARY CONNECT AT LOCKHEED MARTIN
©2015 Brandon Hall Group, Inc. 16
• 1 new member every 26 minutes
• 3032 members viewed 64,670
pages
• Every 18 days; 50% of community
visits the site
• Jan 2015 thru today;
– 1034 members
– 1654 visitors
– 358 hours consuming hours;
14 minutes at a time in the last
2 months
#modernrecruiting

17. The Stories
PARTNERING WITH MARKETING
ON CONTENT AT CDW
©2015 Brandon Hall Group, Inc. 17
#modernrecruiting

18. The Research
CANDIDATE RELATIONSHIP MANAGEMENT
Discover
Engage
Nurture
Hire
• CRM is the practice of
managing interactions
with present, past, and
future candidates
• Hybrid of contact
management, email
marketing, and
candidate experience
management
©2015 Brandon Hall Group, Inc. 18
#modernrecruiting

19. The Impact
HIGH-PERFORMANCE CRM
Identify Critical Job
Families
Develop Multiple
Conversion Points Pre-
Application
Marketing Automation
to Segment and Target
Content Rich
Communication And
Nurturing Strategy
Clear and Effective Call
to Actions
©2015 Brandon Hall Group, Inc. 19
#modernrecruiting

20. The Stories
CANDIDATE RELATIONSHIP MANAGEMENT AT
CDW
• 115K+ contacts in CRM Database
• Internal Sourcing (55%)
• Talent Network (40%)
• Events (3%)
• 3rd Party Partners (2%)
• 20 Core Functional Talent Pipelines – by
Discipline
©2015 Brandon Hall Group, Inc. 20
#modernrecruiting

21. The Stories
CANDIDATE RELATIONSHIP MANAGEMENT AT
LOCKHEED MARTIN
2
1
• 300K+ contacts in Talent Network
• 10K join a week
• Currently Building Out Strategy
• Candidate Segmentation
• Communication and Engagement Plan
• ATS and CRM Integration Points
©2015 Brandon Hall Group, Inc. 21
#modernrecruiting

22. The Research
SOCIAL MEDIA MARKETING
Social media marketing
involves all activity and efforts
to grow and engage a
community of candidates
across various social channels.
Effective social media
marketing is not limited to
sharing open jobs and links to
the company career page.
©2015 Brandon Hall Group, Inc. 22
#modernrecruiting

23. The Impact
HIGH-PERFORMANCE SOCIAL MEDIA
MARKETING
Exposure &
Engagement
Dedicated
Resource to
Social Media
Less Jobs,
More Content
Get Employee
Brand
Ambassadors
Involved
Leverage
Marketing
Channels for
Content
©2015 Brandon Hall Group, Inc. 23
#modernrecruiting

24. The Stories
SOCIAL MEDIA MARKETING AT LOCKHEED
MARTIN
LinkedIn
• 28 hires
• 3960 hires were on LinkedIn
• 33% of new hires following
company prior to hire
©2015 Brandon Hall Group, Inc. 24
Glassdoor
• 13 hires
• 250 additional hires
visited site
• 139 hires commented
on Glassdoor
#modernrecruiting

25. The Stories
SOCIAL MEDIA MARKETING AT CDW
REMEMBER
Social Media most likely
influences a candidate’s
decision to apply rather than
being the source from which
they apply
©2015 Brandon Hall Group, Inc. 25
#modernrecruiting

26. The Research
EMPLOYER BRAND MANAGEMENT
Any and all activity associated
with improving the company’s
ability to attract talent and
maintain a positive image and
reputation
Employer
Brand
©2015 Brandon Hall Group, Inc. 26
#modernrecruiting

27. The Impact
HIGH-PERFORMANCE EMPLOYER BRAND
MANAGEMENT
Understand and
Document
Employer Value
Proposition
Leverage EVP in all
messaging and
across all channels
Highlight employee
stories and
experiences
Engage in
conversation on 3rd
Party sites such as
Glassdoor
Measure Brand
effectiveness,
sentiment and
perception
©2015 Brandon Hall Group, Inc. 27
#modernrecruiting

28. The Stories
EMPLOYER BRAND SENTIMENT AT CDW
©2015 Brandon Hall Group, Inc. 28
Do Nothing
• Very risky
• Increases your
company’s vulnerability
Monitor
• Gives you an
understanding of what
is being said in the
market about your
organization
Participate
• Reputation risk mitigation
• Builds trust with the
community
• Gives your employment
brand a voice
Proactively Shape
Your Reputation
• “Best in Class”
• Position of influence
• Fosters relationships
with talent pools
• User-generated content
creates a robust library
of diverse and
authentic content that
can be repurposed
• Awards/recognition
BAD
GOOD
BETTER
BEST
#modernrecruiting

29. The Stories
GLASSDOOR REPUTATION AT CDW
©2015 Brandon Hall Group, Inc. 29
Overall Ratings Glassdoor Avg. CDW Company 1 Company 2 Company 3
Number of Reviews - 733 3,638 98 183
Overall Company Ratings 3.2 3.9 3.3 3.2 2.7
Career Opportunities 3.0 3.7 3.2 3.3 2.5
Compensation and Benefits 3.2 3.2 3.5 3.3 2.7
Culture and Values 3.2 4.1 3.3 3.4 3.0
Senior Leadership 2.9 3.6 2.8 3.1 2.7
Work/Life Balance 3.3 3.9 3.6 3.4 3.1
Recommend to a Friend
57.5%
Recommend
81.7%
Recommend
63.3%
Recommend
59.4%
Recommend
46.7%
Recommend
Business Outlook
39.2%
Positive
68.2%
Positive
28.2%
Positive
53.5%
Positive
21.0%
Positive
CEO Approval Rating 68.8%
91.1%
Thomas E. Richards
78.9% 83.4% 70.5%
Above Slightly Above BelowEqual Slightly Below
#modernrecruiting

30. The Stories
ECOMMERCE JOBS SITE AT CDW
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#modernrecruiting

31. The Stories
EMPLOYER BRAND & CANDIDATE
EXPERIENCE AT LOCKHEED MARTIN
©2015 Brandon Hall Group, Inc. 31
#modernrecruiting

32. The Stories
CAREER SITE REDESIGN AT LOCKHEED
MARTIN
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#modernrecruiting

33. The Research
SEARCH ENGINE MARKETING & ADVERTISING
©2015 Brandon Hall Group, Inc. 33
#modernrecruiting

34. The Research
SEARCH ENGINE MARKETING & ADVERTISING
In Talent
Acquisition:
• SEM drives search traffic
to your careers portal
• SEM increases visibility
of open jobs and
employer brand
Effective Search
Engine Marketing
does not involve
cramming career
content with
keywords and
search terms.
©2015 Brandon Hall Group, Inc. 34
#modernrecruiting

35. The Impact
HIGH-PERFORMANCE SEARCH ENGINE
MARKETING
All Career Site
content
including jobs is
SEO targeted
Create Relevant Career
Site content targeted for
SEO
Metrics Driven
campaigns in
SEM, Sponsored
or Pay Per Click
©2015 Brandon Hall Group, Inc. 35
#modernrecruiting

36. The Stories
SEMA AT LOCKHEED MARTIN AND CDW
©2015 Brandon Hall Group, Inc. 36
#modernrecruiting

37. The Research
FIVE COMPONENTS OF HIGH-PERFORMANCE
RECRUITMENT MARKETING
Talent
Attraction &
Engagement
Content
Marketing
Candidate
Relationship
Management
Social Media
Marketing
Employer
Brand
Management
Search Engine
Marketing &
Advertising
MEASUREMENT
©2015 Brandon Hall Group, Inc. 37
#modernrecruiting

38. The Research
THE IMPORTANCE OF MEASUREMENT
Results
Benchmarking
Analytics
Metrics
©2015 Brandon Hall Group, Inc. 38
#modernrecruiting

39. The Impact
THE IMPORTANCE OF MEASUREMENT
High-Performance Measurement
Centralized
Measurement
Across ALL
Channels
Tracking Source
Success from
View to Hire
Focus on
Conversions as
well as Pipeline
Building
Analyzing
Content and
Nurturing
Success
Integration
between front
end systems
(RMP) and
Hiring systems
(ATS)
©2015 Brandon Hall Group, Inc. 39
#modernrecruiting

40. The Stories
VIEW TO HIRE METRICS BY SOURCE AT CDW
©2015 Brandon Hall Group, Inc. 40
#modernrecruiting

41. The Discussion
OPEN Q&A WITH OUR PRESENTERS
Kyle Lagunas
Brandon Hall Group
@KyleLagunas
Troy Heinritz
CDW
@TroyHeinritz
Marvin Smith
Lockheed Martin
@TalentCommunity
©2015 Brandon Hall Group, Inc. 41
#modernrecruiting

42. ©2015 Brandon Hall Group, Inc. 42

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