How to Apply Marketing Principles to Your Recruiting Processes, What HR Needs to Know!

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  • SHRM – Challenges Facing Organizations and HR in the Next 10 Years – The biggest investment challenges facing organizations over the next 10 years are 1) obtaining human capital and optimizing human capital investments (47%).
  • You have to get them to convert
  • Thank you for doing what you do.In a lot of organizations – the HR position doesn’t get the respect it deserves.In my mind, it’s the most important position in the companyTo copy Jim Collin’s (you get the right people on the bus in the right seats) There is nothing more toxic to an organization then people who don’t have the values, skills, and ethics, that align with your company. So, before we get started, I wanted to thank you.
  • For those of you who would like a copy of my presentation, I would be more than happy to send it to you, you can either email me or leave a business card.
  • How to Apply Marketing Principles to Your Recruiting Processes, What HR Needs to Know!

    1. 1. What HR needs to know!<br />How to Apply Marketing Principles to Your Recruiting Processes<br />
    2. 2. Introduction<br />
    3. 3. Today’s Goal<br />
    4. 4. Research Says…<br />
    5. 5. Biggest HR Challenges<br />
    6. 6. Biggest HR Challenges<br />
    7. 7. Strategy vs. Tactics<br />Strategy without tactics is the slowest route to victory. <br />Tactics without strategy is the noise before defeat<br /> – Sun Tzu<br />
    8. 8. 1<br />DEFINING<br />YOUR<br />TARGET<br />
    9. 9.
    10. 10. Potential New Hire<br />Your Open Position<br />What type of person is so suited for your position that the competition is practically irrelevant<br />Defining your target…<br />
    11. 11. You are a new marketing manager for a soap company… How would you market the product?<br />Where?<br />Who?<br />You are now a marketing manager…<br />
    12. 12. z<br />Start Building a “Persona” of your Target<br />Level of Education<br />Job Performance Goals<br />Salary Range<br />Abilities<br />Interests<br />Knowledge<br />Diversity<br />Hobbies<br />Motivators<br /><ul><li>Job Security
    13. 13. Pay
    14. 14. Advancement
    15. 15. Professional Development
    16. 16. Level of passion around a cause</li></ul>Skill Level<br />Field<br />Values<br />Geographic Location<br />
    17. 17. Start Building a “Persona” of your Target<br />
    18. 18. simple<br />complex<br />Resources that can help<br />
    19. 19. 2<br />BRAND<br />AWARENESS<br />
    20. 20. Where<br />
    21. 21. Does a Brand = a logo?<br />Does Branding = Advertising<br />
    22. 22. “A Brand is a person’s Gut <br />Feeling about a Product, <br />Service, or Organization.” <br /> – Marty Neumeier<br />http://www.slideshare.net/coolstuff/the-brand-gap<br />
    23. 23. A Brand is not only who you are.<br />But who<br /> you aren’t…<br />
    24. 24. So… your Brand is the sum of EVERYTHING about your organization<br />
    25. 25. Where… and how will you <br />present your company in <br />a manner that will resonate <br />with your target?<br />
    26. 26. How will they find out about your opportunity?<br />
    27. 27. Ideas:<br />Website<br />Video<br />Blog<br />Twitter<br />Facebook<br />LinkedIn<br />Social Communities<br />Your Communities<br />Employee Referrals<br />Career Builder / Monster<br />Universities<br />Newspapers<br />Salary Range Job Boards<br />Skill set / level Job Boards<br />Geographic area Job Boards<br />Job fairs<br />Trade Journals<br />Billboards<br />Your existing corporate communications – email, dm, etc.<br />Contextual PPC advertising<br />Employee Blogs<br />Radio<br />Television<br />How will they find out about your opportunity?<br />
    28. 28. But…<br />Brand Awareness <br />isn’t enough.<br />
    29. 29. 4<br />CONVERSION<br />POINTS<br />
    30. 30. Where<br />How<br />
    31. 31. Can you predict conversion performance?<br />Can you predict the marketing effectiveness of each <br />one of these Harvard Business Review Ads? <br />Vs<br />
    32. 32. Do You Know Your Conversion Process?<br />Career Builders<br />LinkedIn Sales Community<br />Job Description / Landing Page <br />Employee<br />Referral<br />15%<br />1%<br />8%<br />Resume<br />Submission<br />Interview<br />Offer<br />0.85%<br />Acceptance<br />
    33. 33. Why conversion is so critical…<br />Webinar: Making the Most of Our Irrationality - Dan Ariely<br />
    34. 34. “This conversion heuristic is Marketing Experiments’ empirically derived framework that brings structure and clarity to analysis of the conversion process.”<br />Conversion Heuristic <br />C = 4m + 3v + 2(i-f) - 2a <br />© Marketing Experiments<br />Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <br /><http://www.marketingexperiments.com/methodology-marketingexperiments.html>.<br />
    35. 35. Conversion Heuristic Explained <br />C = 4m + 3v + 2(i-f) - 2a <br />© Marketing Experiments<br />C = Probability of conversion<br />M = Motivation of User<br />V = Clarity of the value proposition<br /> I = Incentive<br />F = Friction elements of process<br />A = Anxiety about entering information<br />Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <br /><http://www.marketingexperiments.com/methodology-marketingexperiments.html>.<br />
    36. 36. The Power of the formula<br />M = Motivation of User<br />V = Clarity of the value proposition<br /> I = Incentive<br />F = Friction elements of the process<br />A = Anxiety about entering information<br />*Force of your Value proposition = Appeal + Exclusivity + Credibility<br />Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <br /><http://www.marketingexperiments.com/methodology-marketingexperiments.html>.<br />
    37. 37. First Impression of brand?<br />Harvard Business Review<br />Circulation: 239,345<br />Cost: $ 40,043<br />What does accenture do?<br />What action can you take<br />Phone number?<br /> Website?<br /> anything?<br />Why should you take that action?<br />
    38. 38.
    39. 39. Example 1<br />Inside Sales job description<br />------------, a long-time client of ----------, has tasked us with the expansion of a world-class INSIDE SALES TEAM to represent the -------- to both new and long-standing businesses. This will involve developing rapport and building trust with prospects (C-level executives and business owners), while gradually developing a relationship as you transition them into regular customers.We are seeking experienced business-to-business inside sales representative looking to be part of ---------- quickly expanding Sales Team.The ideal candidate must have at least three to five years of phone-base selling experience or collection experience and a steady job history.Job ResponsibilitiesAs an Inside Sales Representative, you will work out of ------- call center. Specific responsibilities include:* Meeting or exceeding sales goals,* Developing credibility and building relationships with clients,* Maintaining up-to-date knowledge of product features and benefits,* Guiding customers through the sales process from application to activation,* Providing customers with follow-up communication,* Ability to close.<br />
    40. 40. Inside Sales Job Description<br />In this early career role, you will have the opportunity to gain access to an amazing long term career opportunity. This role is focused on generating leads for our Public Sector Account Executive team, all while learning the business and proving yourself ready for the next step in your career in sales.<br />At -----, we have a career path within our sales organization that is unlike other companies in our space. You will have the opportunity to learn and grow quickly, not taking years to get to the next level. Prove yourself and your hard work will result in promotions and higher income potential. <br />Before you apply, please ask yourself these questions:<br />1) Am I ready to kick start my sales career in an early career role and prove myself ready for the next step?<br />2) Am I a self starter who can articulate a value proposition to C level Public Sector prospects comfortably and confidently?<br />3) Am I passionate about prospecting and have a positive attitude about outbound marketing?<br />4) Am I willing to learn a new business and leverage my existing sales skills in the tech sector?<br />Example 2<br />
    41. 41. 5<br />NURTURING<br />
    42. 42. Strategic Framework. <br />
    43. 43. f<br />You must have processes in place to nurture your potential hires and build Loyalty<br />
    44. 44. What tactics can you employ to Nurture your prospects that resonate and add value to them<br />What is their motivation?<br />What Value are you providing?<br />Blog<br />Twitter<br />Newsletter<br />Webinar<br />Videos<br />RSS<br />1 on 1<br />PhoneCall<br />Community<br />Facebook<br />LinkedIn<br />Event<br />
    45. 45. Thank You<br />
    46. 46. CPI has been successfully implementing very sophisticated, mission-critical communication solutions for nearly three decades. <br />Engineered, Implemented, and support:<br /><ul><li>120,000 business professionals in 23 states
    47. 47. 15.6 million feet of structured cabling
    48. 48. United States Department of Defense
    49. 49. Lucas Oil Stadium
    50. 50. Citizens Gas</li></ul>What CPI Does<br />Whitepaper<br />Indiana Farm Bureau Insurance<br />By empowering them with the technology to send their service representatives home INFBI:<br /><ul><li> Reduced Service Representative turnover by 30%
    51. 51. Increased Service Representative productivity by 10-15%</li></li></ul><li>Thank You<br />Christopher Dellen<br />Director of Marketing<br />cdellen@commprod.com<br />317.596.7966 Phone<br />Connect<br />LinkedIn<br />www.linkedin.com/in/chrisdellen<br />Twitter<br />www.twitter.com/cdellen<br />Headquarters<br />Communications Products, Inc.<br />7301 E. 90th Street Suite 111<br />Indianapolis, IN 46256<br />(800) 999.0197<br />www.CommProd.com<br />blog.commprod.com<br />@CPIcommprod<br />Communications Products, Inc. (CPI) has been successfully implementing advanced, mission-critical communication solutions for nearly three decades. CPI has engineered, implemented, and now supports the communications of over 120,000 business professionals in 23 states, including the United States Department of Defense and Lucas Oil Stadium (home of the 2012 Super Bowl). CPI has also installed and tested over 15.6 million feet of structured cabling. With a staff of seasoned experts, CPI has the experience to continuously improve the way you communicate.<br />

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