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Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
Measuring up: Building a Recruitment Marketing Plan Focused on Results
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Measuring up: Building a Recruitment Marketing Plan Focused on Results

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With the rising number of marketing choices facing recruiters, it is a massive challenge to know what works and what doesn’t. Between the myriad of job boards, social networks, talent communities, …

With the rising number of marketing choices facing recruiters, it is a massive challenge to know what works and what doesn’t. Between the myriad of job boards, social networks, talent communities, and niche media outlets, it can make your head spin. And each day something new is being introduced that promises to deliver the best candidates on a silver platter right to your inbox. This webinar is designed to help you design a plan around results and apply those concepts to evaluating media choices. You will learn how to understand a candidate’s decision path and how that path can help you measure your advertising spend to determine if those dollars are working for, or against, you. You will learn to develop a sales-style recruiting funnel as part of developing a measurement framework for your organization. Finally, you will learn how to identify good solutions for your organization and how to build a budget for your recruitment marketing efforts for the coming year.

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  • With the rising number of marketing choices facing recruiters, it is a massive challenge to know what works and what doesn’t. Between the thousands of job boards, social networks, talent communities, and niche media outlets, it makes your head spin. And each day something new is being introduced that promises to deliver the best candidates on a silver platter right to your inbox. This webinar is designed to help you design a plan around results and apply those concepts to evaluating media choices. You will learn how to understand a candidate’s decision path and how that path can help you measure your advertising spend to determine if those dollars are working for, or against, you. You will learn to develop a sales-style recruiting funnel as part of developing a measurement framework for your organization. Finally, you will learn how to identify good solutions for your organization and how to build a budget for your recruitment marketing efforts for the coming year.
  • Cover the agenda:And before we get started, I think it is important that you know where I stand on a few things…so, as a quick note: I think…
  • And while we are at it…
  • I sometimes really think this about my very own industry, because think about it people really do not like being advertised to or at. The do want to learn about new opportunities and research your employer brand. They want jobs not ads. So, if you can take away one thing from this webinar when you are developing your recruitment marketing plan, you need to focus on the simple idea that recruiting is about connecting people with jobs. And too frequently, the best things in life are ruined by advertising.
  • Do you even wonder why annual media plans always look the same? I like to call it marketing paralysis. Franlkly there are too many choices for people to sift through with any real accuracy, that they just do what they’ve always done. There are countless marketing options in recruitment these days. So many new tools and producst are being launched weekly. Our business is very hot with venture capital, because they know a few things: there is a good talent shortage and there is money to be made in this industry. Matching services, a billion job boards, search tools, mobile solutions, talent communities. Is your head spinning, I know mine gets spinning a lot. And we all recognize that with too many choices, people will make no choice at all and continue doing the same despite the even evolving job seeker.
  • How long will you stand in the grocery aisle and look at the 25 million different brands of cereal and the ariations there in. I saw a grown man stand for a solid 8 minutes in front of deordorant last week…IT IS DEODERANT…but, because the market is saturate with choices, we become paralyzed. And right now, our industry is standing in front of the biggest aisle of cereal known to man…so, how do we break this paralysis and decide?We focus on making decisions based on results.
  • I like to think of results driven marketing as grounded solely in achieving goals and delivering an ROI. So, we’re done here, right? I mean this sounds super easy and almost elemantary, but it isnt. And the reason this is so important is that more and more recruiting functions are being asked about ROI. It is becoming increasingly important to show results for the recruitment marketing spend we have. In tight labor markets, it is becoming more and more difficult to show results.But, to develop a results-driven marketing culture and strategy, you need to know what results you are hoping to drive. So at the end of the year, you should not simply say, we spent: “Look, what we got!”
  • So at the end of the year, you should not simply say, we spent this money on these tools and look, we got:
  • Be tied to a goal
  • Be measurable, like mathematically measurable with math and numbers and trending…measurable and while we are at it quantifiable. Simply stating that results happened is a misnomer, of course results happened, but what were the results?
  • .1% - CTR on Display4.3% - CTR on email*99.9% of peopleignoreyourad90+% of peopleignoreyouremail
  • .1% - CTR on Display4.3% - CTR on email*99.9% of peopleignoreyourad90+% of peopleignoreyouremail
  • Now that we are all awake and totally sober on results driven marketing and how nobody is paying attention to us, let’s talk about KPI, these feel better because, we can define them and set ourselves up to begin measuing those results we are so excited to have!
  • It is what job boards want you to think about
  • Talk about defining quality and how that is different for each organization. But there are organizations that have done this and they set clear organizational parameters and they measure it, track it and report on it.
  • The cost of not choosing not only leaves a BIG GAPING hole in the organization with tasks and duties going unmet, it kills your employer brand… simple as that and that is a very, very high cost. SUPER hard to measure. Candidates talk about the experience and when candidates are left twisting in the wind, it reflects poorly on the organization. This is a public service announcement more than a KPI. The KPI is the gaping hole in work not getting done and decreased productivity and output.
  • Alright, we understand the candidate journey in a path to hire, now let’s apply the good ole sales funnel to our work…Here is an example with fake numbers to think about when you develop your own KPI:
  • This is a sample!
  • Alright, so, we know what we want to measure – now, the fun part – HA! Building the plan…actually, for me, this is the fun part, but most people never get to it from either a paralysis or timing pov…
  • Take your funnel and build a dashboardThe dash should include KPI + top performing sourcesLook for what’s working & what’s not
  • In order to know what works best, I always recommend a two-step process – I know, two steps, who doesn’t love that!
  • Talk to everyone who touches a candidate and candidates themselves. Talk, interview, share the data with them, see what jibes. Data is super important, but so are the front line people who are talking to candidates day in and day out. Not to mention the acual targets themseves. If you can talk to candidates, even better. Might be a good place to use your talent communities, etc to get some insights on your talent. There are also a number of tools you can use to listen to online chatter about your organization…so, do a whole lot of listening. When you have looked at the data and talked with recruiters and candidates it will be very easy to see where 90% of the budget should go. If it isn’t; we should talk!The other 10% is a little more vague and always shifting…
  • READ: Talk about what to read, where to find good stuff and how to get all that stuff – the key is making time. Ere is a top source, but also check out additional marketing blogs like SME, MAKE A LIST, use Feed.ly to get all these sources into one place. Allocate 30 minutes a week on reading to spot trends.RESEARCH: along with reading, develop a group of companies in recruiting or markeitng that you think are brilliant, look at what they are doing. AND TALK TO CANDIDATES!! Ask them what they want.RUN: Since it is only 10% of your overall budget, pick a few things per quarter that are aligned with what your company needs to achieve and run pilots. Make sure that when we are setting out on a pilot, that you have distinct MEASURABLE goals in mind and that your pilot partner KNOWS those goals so you can determine if that new tool will make it into the Knowing what works bucket.
  • Don’t be afraid to tell them what your partners what your goals are and what is important to you in terms of measurement.
  • It is YOUR budget. I want our industry and all of marketing to begin to think about what we are paying for. Right now, we are paying for impressiongs and clicks instead of paying for quality applicants or hires. I happen to believe that pay for performance is the future of marketing and advertising. Who wouldn’t want to pay only for what works and eliminate waste. It is a bold prediction, but once I put my money where my mouth was and did a pure pay for performance media strategy and buy. It worked so well, we had to cap it. It is something to pay attention to. If a solution were presented that were pay for performance, vs. click or impression, that would be valuable, right?
  • Transcript

    • 1. Results Driven Marketing Building an organization focused on measurable outcomes
    • 2. Agenda • What is it and what does it matter? • Determining your KPI • Tracking and refining • Building a budget • Evaluating tools • New ideas and models
    • 3. Recruiting is about connecting people to jobs.Not people to ads.
    • 4. Marketing Paralysis Social Media Niche Job Boards Aggregators Talent Communities CRM Matching Services Review Sites Search
    • 5. Results Driven Marketing • Marketing strategies that are developed with Key Performance Indicators (KPI) in mind • Tactics that support the strategy • Measurable results that lead to a ROI
    • 6. RESULTS!yay
    • 7. Points to ponder .1% 4.3% CTR on Display CTR on email
    • 8. MEANING… 99.9% 90+% Ignore your ad Ignore your email
    • 9. DEVELOPING YOUR KPI Insights into getting started
    • 10. Awareness Consideration Purchase Advocacy & Loyalty Developing KPI – Understanding P2P* Consumer Marketing Path to Purchase (P2P) Awareness Consideration Application Interview Hire Advocacy & Loyalty Recruitment Marketing Path to Hire (P2H)
    • 11. P2H Supporting Metrics Awareness Impressions Clicks CTR Historically focused here Track them but know: These are Metrics NOT Results
    • 12. P2H Supporting Metrics Consideration Hard Leads Soft Leads Cost per Lead Hard Lead Example Someone who sets up an alert Soft Lead Example Someone who joins a talent community OR Follows you on social media
    • 13. P2H Supporting Metrics Application Applicant Quality Cost per Application Cost per Quality App Defining Quality is tough, but achievable Quality and Cost per Quality should be a CORE KPI
    • 14. P2H Supporting Metrics Interview Declines Cost of Decline Cost of NOT choosing People who decline are costly Not as costly as NOT choosing
    • 15. P2H Supporting Metrics Hire Cost per hire CORE KPI Critical to get at this KPI, track and trend over time
    • 16. P2H Supporting Metrics Advocacy & Loyalty Cost per Referral Lifetime Employee Value Toughest to achieve Productivity measures and cost to replace are good places to start
    • 17. Create A Funnel Awareness Total media impressions = 200M Total clicks = 1M Consideration Brand visitors = 200K Hard leads = 1K Soft leads = 4K Applications Quality Applicants = 10k Quality = 30% Interviews 2,000 Hires 500 Sample funnel
    • 18. Analyzing the Funnel Awareness Total media impressions = 200MM Total clicks = 1M Consideration Brand visitors = 200K Hard leads = 1K Soft leads = 4K Applications Quality Applicants = 10k Quality = 30% Interviews 2,000 Hires 500 CTR is impressions/clicks Industry Average is X Our average is Y Lead conversions Cost/Lead Calculate cost per hire All apps/quality apps Cost/quality apps CTR is impressions/clicks Average is Y
    • 19. BUILDING YOUR PLAN Delivering against those KPI
    • 20. Sample Dashboard Media Source % Quality Referrals 40% Aggregator A 32% Social site A 31% Job board A 29% Sourcing tool A 28% Aggregator B 28% Job board B 25% Social site B 22% Job board C 20% Sourcing tool B 20% Top10SourcesofQuality 0 2000 4000 Jan Feb Mar Apr May Jun Jul Cost per hire Site Visitors: 100,000 All Apps: 30,000 Quality Apps: 10,000 Interviews 1,000 Hires 300 20% 1% 8% 2% 1% 4,500 # of “quality candidates in ATS
    • 21. Other Useful Dashboard KPI • Cost per quality application – By role or department • Top sourcing tools – By role or department • Engagement by social media source • Increase or decreases in quality ratio – By role or department Include what is most valuable to your organization
    • 22. Building a Budget 90% What Works Best 10% What Works Next
    • 23. Knowing What Works Best
    • 24. What About What’s Next? Know the three R’s of trend spotting Read Research Run Know your company’s goals for the year &
    • 25. Evaluating Solutions Will their solution impact your KPI? Remember: More ≠ Better Impressions ≠ Hires
    • 26. THANK YOU Questions: Reach out to me on LinkedIn or Twitter! @tparsons

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