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Recruitment Marketing To Attract Military Veterans

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ERE Presentation from 4/27/2011, presented by Lisa Rosser.

ERE Presentation from 4/27/2011, presented by Lisa Rosser.

Published in: Business, Career

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  • 1. Marketing to Attract the Military Applicant Tweeting this session? Use #HireAVet and @ValueOfaVeteran © 2011 The Value Of a Veteran (all rights reserved) © 2011 JupiterImages CorporationComponents of Military Hiring Programs Education (Leadership, Recruiters, Hiring Managers, etc.) Retention Program Outreach Strategy Sourcing Strategy Training Program Skills Crosswalk Identify Champion, Program Mgr (Dedicated Recruiters & Advisory Team) Present the Business Case (get support => staffing, funding, budget)© 2011 The Value Of a Veteran (all rights reserved)
  • 2. Think You Have It Tough? FY 2011 Service/Component Mission Recruiting Army 74,500 Goals Army Reserve 20,000 Army National Guard 60,000 Air Force 31,750 Air National Guard 9,000 Navy 36,853 Navy Reserve 8,134 Marine Corps 37,330 * FY 2009 numbers Marine Corps Reserve 9,627* TOTAL 287,194 © 2011 The Value Of a Veteran (all rights reserved)What Themes Are Used to Attract People toJoin the Military? © 2011 The Value Of a Veteran (all rights reserved)
  • 3. Theme #1: You’ll Be Part of an Elite Group• You’ll be part of an • You’ll be part of an eliteelite group (military) group (civilian) – – “Looking for the best http://www.youtube.com/watch? and brightest” v=6xWA1rp50rs C:UsersLisa – “Not everyone is cut out (America’s Few)VideosAmericas Few - Ma to do this work” – http://www.youtube.com/watch? – “We are the leading v=ZvQHAEz8yn4 provider of ______” (“We don’t accept applications – only commitments”) C:UsersLisa VideosUS Marines Dont AccWho Remembers This 1999 Super Bowl Ad? C:UsersLisa VideosMonster.com - When http://www.youtube.com/watch?v=myG8hq1Mk00
  • 4. Theme #2: You’ll Find Challenging Work • You’ll find challenging • You’ll find challenging work (military) work (civilian) – Old Army recruiting – You’ll experience commercial: cutting-edge technology http://www.youtube.com/ and/or research & C:UsersLisa watch?v=2VymosPfhdM Videos1981 US Army Commerc development &feature=player_embedd ed – Every day brings: – Air Force recruiting • New challenges commercial • New problems to solve C:UsersLisa “Pararescue” VideosUS Air Force Parares – I’m excited to work here http://www.youtube.com/watch / see what we develop ?v=izYAn7XDFys&feature=r elated (build, create) next Theme #3: You’ll Receive Training/Gain Skills That Will Improve Your Career • You’ll receive training / • You’ll receive training / gain skills that will gain skills that will improve your career improve your career (military) (civilian) – Coast Guard Rating – We have video management training http://www.youtube.com/wat C:UsersLisaVideosCoast Guard Rating V programs ch?v=Bzay8ZcFEu8&featur e=channel_page – We invest thousands – 2005 Army recruiting of dollars in annual commercial “In My training for our Last Job” employees C:UsersLisa http://www.usaac.army.mi VideosRealPlayer Downloads – We offer tuition l/sod/tv_ad_archive.htm reimbursement
  • 5. Theme #4: Your Work Will Have an Impact on Others • Your work will have an • Your work will have an impact on others (military) impact on others (civilian) – – The equipment you’ll http://extensis.cnrc.nav build will save lives C:UsersLisa y.mil/videos.htm VideosKirkpatrick.wmv – The security you (Navy Video “Kirkpatrick provide lets people Win-R”) sleep at night – You’ll help businesses – http://www.youtube.com/wat operate more efficiently ch?v=QseLvd_- o5M&feature=related (Air C:UsersLisa Force Recruitment AdVideosUSAF Recruitment Ad “Lullaby”) Theme #5: You’ll Experience Great Camaraderie • You’ll experience great • You’ll experience great camaraderie (military) camaraderie (civilian) – 2005 Army recruiting – We have a great sense commercial “Fire of community C:UsersLisa Truck” VideosRealPlayer Downloads – Great teams http://www.usaac.army.mil/sod/tv_ – Like a family ad_archive.htm – Navy video C:UsersLisa “Brotherhood” VideosBrotherhood.rv http://www.youtube.com/watch?v= ejK7MNx0r-0&feature=channel
  • 6. Themes that resonate - summary• You’ll be part of an elite group• You’ll find challenging work• You’ll receive training / gain skills that will improve your life• Your work will have an impact on others• You’ll experience great camaraderie5 Themes That Resonate, cont. A great example ofhow one companypulled all 5 themestogether into arecruiting video:http://www.correctionscorp.com/careers/careers-military/ C:UsersLisa VideosCareers for Military © 2011 The Value Of a Veteran (all rights reserved)
  • 7. 5 Themes That Resonate, cont. Another greatexample of how onecompany pulled all 5themes together intoa recruiting video:http://www.southerncompany.com/careerinfo/video1.aspx © 2011 The Value Of a Veteran (all rights reserved) Updates to Make to Your Career Website © 2011 JupiterImages Corporation
  • 8. What is the “Applicant Experience” WhenVeterans Visit your Career Website? • Can they “find” themselves on the home page? • Do they get the sense they could have a place in your organization? • Can they see examples of people just like them who have successful careers in your agency? • Can they learn more about your agency quickly and easily (i.e., your mission, how you are organized, types of careers, etc.)?© 2011 The Value Of a Veteran (all rights reserved) © 2011 JupiterImages CorporationWebsite – Designated Information Page You are competing for the same skills and talents as Corporate America– don’t lose the audience from your home page! • Make link to designated page immediately visible from career home page • Check out your competition – what are they doing to lure the viewer? © 2011 The Value Of a Veteran (all rights reserved)
  • 9. Website – Designated Information Page,cont. www.mantech.com/careers/careers.asp © 2011 The Value Of a Veteran (all rights reserved)Website – Designated Information Page,cont.http://www.ge.com/careers/ © 2011 The Value Of a Veteran (all rights reserved)
  • 10. Website – Cross-Reference Your Needs WithTheir SkillsThis is the area where themilitary veteran reallystruggles, so any cluesyou can offer will helpthem tremendously.Here are a couple ofsuggestions for ways youcan consider doing this…© 2011 The Value Of a Veteran(all rights reserved) © 2011 JupiterImages CorporationWebsite – Cross-Reference Your Needs WithTheir Skills, cont. Display in a matrix format© 2011 The Value Of a Veteran http://www.csx.com/index.cfm/working-at-csx/job-(all rights reserved) overviews/military-experience/career-opportunities/
  • 11. Website – Cross-Reference Your Needs With Their Skills, cont. Display in a matrix format http://www.WeStillServe.com © 2011 The Value Of a Veteran (all rights reserved) Website – Cross-Reference Your Needs With Their Skills, cont. http://www.searsholdings.com/careers/opportunities/military/ Let them know where other veterans have found success in your organization© 2011 The Value Of a Veteran (all rights reserved)
  • 12. Website – Cross-Reference Your Needs With Their Skills, cont. Let them know where other veterans have found success in your company© 2011 The Value Of a Veteran (all rights reserved) http://www.sodexohiresheroes.com/growth.html Website – Make it Easy to Understand What Your Organization Does Post a video /simulation that explains in simple terms what your company does • Include some of your current military veteran employees in the video • Incorporate as many of those 5 themes that resonate with veterans as is applicable for your organization • Include links to these videos in your print advertising with military publications • Create a leave-behind DVD to hand out at career fairs or position at post / base transition centers © 2011 The Value Of a Veteran (all rights reserved)
  • 13. Website – Make it Easy to Contact YourMilitary Recruiting Team http://www.cintas.com/careers/ career_paths/junior_military_n cos.aspx © 2011 The Value Of a Veteran (all rights reserved)Website – List Upcoming Career FairsRemember that veterans begin their transitionprocess up to a year in advance of separation. Helpthem to know where and when to find you.• If feasible, list should be separate from other recruitingevents or filterable• Indicate if you are working with one of the career firms for aparticular event• Mention if you are hosting an open house or an informationbooth in advance of a transition center-sponsored fair © 2011 The Value Of a Veteran (all rights reserved)
  • 14. Website – List Upcoming Career Fairs, cont. © 2011 The Value Of a Veteranhttp://www.bnsf.com/careers/military/recruiting-events/ (all rights reserved)Website – BragYour competition has no hesitation when it comes tobragging about how “military friendly” their companyis. Information you should collect / track andbroadcast from your dedicated veteran web pageshould include:• Press releases of your work with veteran organizations• Partnerships (i.e., Army PaYS program)• Awards / recognition (i.e., GI Jobs Top 50, ESGR, etc.)• Military friendly HR policies (i.e., time off for mobilized Guardand Reserve employees)• Statistics (number of vets hired annually, number ofmobilized employees supported since 9/11, etc.) © 2011 The Value Of a Veteran (all rights reserved)
  • 15. Website – Brag, cont. www.bnsf.com/careers/ military/index.html © 2011 The Value Of a Veteran (all rights reserved)Website – Brag, cont.https://careers.homedepot.com/cg/content.do?p=military © 2011 The Value Of a Veteran (all rights reserved)
  • 16. Website – Post Videos or ProfilesHave veteran employees “sell” the companyfor you. Have them answer:• What attracted them to your company• What made them think your company was a goodplace for veterans• How the application process went• How the transition went• How their military skills have translated/been usedThought: Get a hiring manager to explain whyhe / she loves to hire veterans ☺ © 2011 The Value Of a Veteran (all rights reserved)Website – Post Videos or Profiles, cont. www.lockheedmartinjobs.com/ transmiltestimonials.asp © 2011 The Value Of a Veteran (all rights reserved)
  • 17. Website – Post Videos or Profiles, cont. © 2011 The Value Of a Veteranhttp://www.csx.com/index.cfm/working-at-csx/job-overviews/military- (all rights reserved)experience/employee-testimonials/Website – Post Videos or Profiles, cont.http://www.youtube.com/watch?v=NtBGFBktb-U © 2011 The Value Of a Veteran (all rights reserved)
  • 18. Website – Build the relationship Again - remember that veterans begin their transition process up to a year in advance of separation • Use an “agent” tool that enables visitors Text to register and receive notifications that “Veteran” can be pushed to their e-mail or to their to 197865 mobile phone – New job postings in their career field – Open houses in their area – Career fair participation in their area – Other information/announcements© 2011 The Value Of a Veteran (all rights reserved) © 2011 iStockPhotoWebsite – Build the relationship, cont. http://m.recruitingnevada.com/index.php http://att.jobs/talent.aspx Mobile recruiting is the hot topic for 2011! Here’s two examples of how job seekers can search for openings via their mobile phone© 2011 http://b.mjob.com/mobile-recruiting-services/ © 2011 The Value Of a Veteran (all rights reserved)
  • 19. Website – Build the relationship, cont.Note: this page no longer exists, which is a shame © 2011 The Value Of a Veteran (all rights reserved)Website – Build the relationship, cont. Specific time for those with a military background to chat with recruiters © 2011 The Value Of a Veteran (all rights reserved) http://www.lockheedmartinjobs.com/chat.asp
  • 20. Website – Build the relationship, cont. Military recruiters standing by to chat with prospective veteran students © 2011 The Value Of a Veteran (all rightshttp://military.ashford.edu/home reserved)Use Facebook to Build the Relationship © 2011 The Value Of ahttp://www.facebook.com/verizoncareers Veteran (all rights reserved)
  • 21. Use Facebook to Build the Relationship,cont.XYZ XYZ Company Careers for Military VeteransCompanyLogo • Admins: the Military Recruiters for your company (create separate Facebook profile just for recruiting, i.e. “Military Recruiter Lisa at XXY The wall should be your recruiters: Company” • Answering questions from veterans and directing them to • Photos: military-specific where they can get more info on your website/career page recruiting events/career • Congratulating new veteran hires fairs/veteran resource group • Highlighting veteran employees (testimonials or events recognition of length of service i.e., “Congratulations to Joe • Video: testimonials from Smith, XYZ Company’s distribution manager in Seattle on veteran employees and “day in being selected for promotion to Staff Sergeant in the US the life” profiles Army Reserve!”) • Events: upcoming military • Stats on your veteran hiring or awards won (i.e., “GI Jobs recruiting events, virtual open just named us a “Top Military Friendly Employer” for the 2nd house or chat events year in a row!” or “Did you know XYZ Company hired over • Could add blogs, discussions, 400 veterans in 2010”? Q&A about military careers, etc © 2011 The Value Of a Veteran (all rights reserved)Use Facebook to Build the Relationship,cont.How to build your Military Career page following: • Once you have created your separate Facebook profile just for recruiting, (i.e. “Military Recruiter Lisa at XXY Company”), “Like” your XYZ Company Careers for Military Veterans” page and make sure the URL is in your profile info • Search for other military groups to “like” on Facebook (stick to official ones first – the services, military associations, military recruiting battalions, etc.) • Promote your new Facebook page at military career fairs, through Twitter feed, send announcement/poster/marketing material to military transition centers, One Stop centers (LVERs/DVOPs) and announce in military-focused LinkedIn Groups © 2011 The Value Of a Veteran (all rights reserved)
  • 22. Don’t forget the Following Updates Especially for Disabled Veterans © 2011 JupiterImages CorporationHave Your Web Site/Career Page Reviewedfor Accessibility• Can navigate with screen reader?• Text alternatives for non-text content?• Accessible multimedia (i.e., captioning)?• Audio adjustable?• Keyboard (v. mouse) Do you have alternative methods accessible? for people with disabilities to apply for• Minimal use of flashing/blinking your positions if your website is not content? accessible? Go to http://www.earnworks.com/508Racing.asp for more information on how to make your website more accessible (diagnostic tool) © 2011 JupiterImages Corporation
  • 23. Update Language on Web Site andMarketing MaterialsAdd this paragraph toyour JobAnnouncements,career page and anyother marketingmaterial:“Career opportunitiesfor military veterans,including those with Photo courtesy of US Navy Photographers Name: MCSN ASH SEVEREservice-connecteddisabilities”Once They Apply – Personalize the FollowUpTreat applicants as if they were potential clients –they are forming impressions of your company withevery step of the process. What is your company’s reputation on Vault.com,Glassdoor.com, etc.? “If companies failed to respond to individuals concerns or questions about their brand or products, they would face detrimental consequences such as lost sales and a negative reputation in terms of customer service. So, if an organization doesnt give applicants similar levels of time and respect as compared with customers and existing employees, what is the company losing in terms of talent?” - Gallup Organization © 2011 The Value Of a Veteran (all rights reserved)
  • 24. Examples of How the Military Recruits• http://www.goarmy.com/• http://www.navy.com/• http://www.airforce.com/• http://www.marines.com/• http://www.gocoastguard .com/ © 2011 The Value Of a Veteran (all rights reserved) Ways to Build Your Employer Brand in the Military Community © 2011 JupiterImages Corporation
  • 25. Advertise in Military Publications © 2011 The Value Of a Veteran (all rights reserved)Attend Military Career Fairs © 2011 The Value Of a Veteran (all rights reserved) © 2011 iStockPhoto
  • 26. Develop Targeted Marketing Materials Hand out marketing materials created specifically for the military • Incorporate the 5 Themes mentioned earlier in the session • Tout your military-friendly policies and any military- specific recognition your company has received © 2011 The Value Of a Veteran (all rights reserved)Go “Above and Beyond” In EngagingTransition Centers Consider inviting transition center directors/staff to visit your headquarters/local office (if within a reasonable commute from post/base) • Get them more familiar with your company • Make them aware of what you can offer the military applicant© 2011 The Value Of a Veteran(all rights reserved) © 2011 JupiterImages Corporation
  • 27. Hold a Career Information Day Career Information Day is not just for college juniors and seniors! • If you have local offices near military installations – invite transitioning service members to your location for career information day • If you don’t – send your recruiters to set up in a hotel next to the installation and invite them to visit with you (open house style or full day/half-day program) • Coordinate with installation transition center to ensure widest broadcast of the opportunity to meet with you • Can be a great lead-in event if you are attending a transition center sponsored military career fair© 2011 The Value Of a Veteran(all rights reserved) © 2011 JupiterImages CorporationCreate Training Programs Training programs can be entry-level or managerial • Entry Level (on-the-job training): – Classes for the high-demand skills you are always trying to fill (i.e., technical, mechanical, project management, etc.) • Managerial: – Leadership programs • Home Depot’s Store Leadership Program • General Electric’s Junior Officer Leadership Program © 2011 The Value Of a Veteran (all rights reserved)
  • 28. Support Military-Related Community Service Organizations Volunteer with military-related community service organizations or non-profit groups in your area – Think of warm bodies doing work (and wearing your agency-branded tee-shirts/hats and talking to attendees about how great it is to work for your company…)© 2011 The Value Of a Veteran(all rights reserved) © 2011 JupiterImages Corporation Get Your FREE Employer Hiring Guide Attendees of today’s seminar receive a FREE PDF copy of my military hiring guide for employers 1. Go to: http://www.thevalueofaveteran.com/hiring_guide.html 2. Click on button 3. Type in coupon code ERE and hit “apply” 4. Click the “Check-Out” button! © 2010 The Value Of a Veteran (all rights reserved)
  • 29. We specialize in helpingcompanies develop militaryhiring strategies.• Make the business case• Sourcing• Marketing• Resume Translation &Interviewing• RetentionWe do this through:• Public workshops• Onsite workshops• Virtual workshops• Individual web seminars(pre-recorded)• Hiring guide (PDF download) www.TheValueOfaVeteran.com• 2x monthly “Ask the MilitaryHiring Expert” sessions (FREE!) Lisa@TheValueOfaVeteran.com