The 7 Deadly Sins of Recruiting

Kimberley Kasper
Chief Marketing Officer, Jobvite
@kimberleykasper
September 4, 2013
Once Upon a Time

#7SinsOfRecruiting
But Today’s Generation
of Jobseekers is
Different

#7SinsOfRecruiting
COMPANIES NEED

NEW SKILLS
current day
before

virtualization architect

android developer

iPhone

ipad game developer ma...
JOBS TODAY
REQUIRE
EDUCATION

UNLEARN
RE
Source: Bureau of Labor Statistics
AND IT'S SHRINKING WORLDWIDE
1970-2010
2010-2050
200%

150%

DEMOGRAPHICS
Working age population
is shrinking

100%

50%

...
GENERATIONAL BEHAVIOR

IS CHANGING

1980 - 1995
Generation Y

1961 - 1979
Generation X

1946 - 1960
Boomer

1928 - 1945
Tr...
New Tools & Technology Are Changing How
You Find Candidates
• Employee Referral
Programs
• Social Recruiting
Platforms
• C...
When Everything Changes…

Your job as a recruiter
changes, too.

#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”

#7SinsOfRecruiting
Today’s Candidates Require Nurturing
• Just like potential customers
• Provide them with relevant content to keep
them eng...
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”
2. “I’m supposed to track that?”

#7SinsOfRec...
Do You Know Where You Find Your Best
Candidates?

#7SinsOfRecruiting
How Do You Report Results?

#7SinsOfRecruiting
RECRUITING DELIVERS

40% MORE PROFIT GROWTH
THAN THE NEXT HR FUNCTION
Profit
Growth

Profit
Margin

Total
Improvement

3.5...
Justify the Investment in Recruiting
• Understand the ROI on your recruiting efforts

• Know how much you are spending by ...
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”
2. “I’m supposed to track that?”
3. “I have e...
Think Proactively About Finding Candidates
• Workers won’t flock to you without effort on your
part
• Get your name out th...
The Best Candidates May Not Be Looking

#7SinsOfRecruiting
Referral Candidates Stay Longer

#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”
2. “I’m supposed to track that?”
3. “I have e...
How do Potential Candidates View Your
Company?

#7SinsOfRecruiting
Leverage Your Social Channels to Help Build
Your Employment Brand

#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”
2. “I’m supposed to track that?”
3. “I have e...
You Are Missing Potential Candidates
• Your company should be getting close to 50% of
your hires from employee referrals
•...
Go Beyond LinkedIn
• Competition for skilled talent is fierce.

• Leverage your social referral program
• Know the special...
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”
2. “I’m supposed to track that?”
3. “I have e...
RECRUITING
MARKETING

℠

#7SinsOfRecruiting
DIGITAL

MARKETING FUNNEL
MULTI-CHANNEL MULTI-MEDIA CAMPAIGNS
Provide target personalized direct mail & landing pages

Inq...
RECRUITING NEEDS

ITS OWN FUNNEL
Inquiry/Leads in Funnel
Prospect/Customer Pool

Inquiry/Prospect

“House List” Database

...
Are You Using The Right
RECRUITED
Employee

Inquiry/Prospect
Talent Pool
Prospect Nurture
Candidate Engagement
Candidate S...
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”
2. “I’m supposed to track that?”
3. “I have e...
This isn’t “Field of Dreams”

#7SinsOfRecruiting
An Amazing Career Site is a Must

#7SinsOfRecruiting
40% of Job Seekers Abandon Your Site
Immediately

#7SinsOfRecruiting
6 Clicks Before I Can Upload A Resume

#7SinsOfRecruiting
2 Clicks to Apply

#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”
2. “I’m supposed to track that?”
3. “I have e...
Jobvite Webinar: The Seven Deadly Sins of Recruiting
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Jobvite Webinar: The Seven Deadly Sins of Recruiting

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Once upon a time, finding candidates meant posting a job description…and then waiting. But today’s generation of jobseekers is different. Research shows that Generation Y workers will change jobs every 3-4 years—because they want more from employment than paychecks and benefits.*In addition, today’s recruiting environment is changing. New tools and technology are opening doors when it comes to sourcing, candidate relationship management, and referrals.
But here’s the kicker: When candidates change, and the recruiting environment changes, your job as a recruiter will change, too.
Now is the perfect time to rethink your perspective—and correct your bad behaviors.
Listen to Jobvite's CMO, Kimberley Kasper as she discusses seven of the top offenses recruiters make today and see if you are guilty of any of these “sins”.

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Jobvite Webinar: The Seven Deadly Sins of Recruiting

  1. 1. The 7 Deadly Sins of Recruiting Kimberley Kasper Chief Marketing Officer, Jobvite @kimberleykasper September 4, 2013
  2. 2. Once Upon a Time #7SinsOfRecruiting
  3. 3. But Today’s Generation of Jobseekers is Different #7SinsOfRecruiting
  4. 4. COMPANIES NEED NEW SKILLS current day before virtualization architect android developer iPhone ipad game developer marketing strategist mobile api platform manager social media manager iphone application developer mobile applications engineer user experience analyst Source: TechNet, The App Economy
  5. 5. JOBS TODAY REQUIRE EDUCATION UNLEARN RE Source: Bureau of Labor Statistics
  6. 6. AND IT'S SHRINKING WORLDWIDE 1970-2010 2010-2050 200% 150% DEMOGRAPHICS Working age population is shrinking 100% 50% 0% -50% Source: Deloitte Research, UN Population Division (http://esa.un.org/unpp/)
  7. 7. GENERATIONAL BEHAVIOR IS CHANGING 1980 - 1995 Generation Y 1961 - 1979 Generation X 1946 - 1960 Boomer 1928 - 1945 Traditionalist Source: Manpower
  8. 8. New Tools & Technology Are Changing How You Find Candidates • Employee Referral Programs • Social Recruiting Platforms • Candidate Resource Management • Big Data & Analytics #7SinsOfRecruiting
  9. 9. When Everything Changes… Your job as a recruiter changes, too. #7SinsOfRecruiting
  10. 10. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” #7SinsOfRecruiting
  11. 11. Today’s Candidates Require Nurturing • Just like potential customers • Provide them with relevant content to keep them engaged • Automate programs to make it easy for you to keep them warm #7SinsOfRecruiting
  12. 12. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” #7SinsOfRecruiting
  13. 13. Do You Know Where You Find Your Best Candidates? #7SinsOfRecruiting
  14. 14. How Do You Report Results? #7SinsOfRecruiting
  15. 15. RECRUITING DELIVERS 40% MORE PROFIT GROWTH THAN THE NEXT HR FUNCTION Profit Growth Profit Margin Total Improvement 3.5x 2.0x 5.5 2. On-boarding and retention 2.5x 1.9x 4.4 3. Managing talent 2.2x 1.9x 4.4 4. Employer branding 2.4x 2.1x 4.3 5. Performance management and rewards 2.1x 2.0x 4.1 6. Developing leadership 2.1x 1.8x 3.9 7. Mastering HR process 1.8 1.8 3.6 8. Global people management and global expansion 1.8 1.7 3.5 9. Enchancing employee engagement 1.8 1.6 3.4 10. Providing shared services and outsourcing 1.6 1.7 3.3 HR Function or Process 1.Recruiting Source: Boston Consulting Group, “Realizing the Value of People Management; From Capability to Profitability”, August 2, 2012
  16. 16. Justify the Investment in Recruiting • Understand the ROI on your recruiting efforts • Know how much you are spending by channel • Use the data from your systems to optimize your mix of spending • Sell the ROI to your management team #7SinsOfRecruiting
  17. 17. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” #7SinsOfRecruiting
  18. 18. Think Proactively About Finding Candidates • Workers won’t flock to you without effort on your part • Get your name out there even if you aren’t hiring • Always be branding #7SinsOfRecruiting
  19. 19. The Best Candidates May Not Be Looking #7SinsOfRecruiting
  20. 20. Referral Candidates Stay Longer #7SinsOfRecruiting
  21. 21. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” #7SinsOfRecruiting
  22. 22. How do Potential Candidates View Your Company? #7SinsOfRecruiting
  23. 23. Leverage Your Social Channels to Help Build Your Employment Brand #7SinsOfRecruiting
  24. 24. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” 5. “I’m sticking with my current approach of scouring the web for resumes. It’s worked before.” #7SinsOfRecruiting
  25. 25. You Are Missing Potential Candidates • Your company should be getting close to 50% of your hires from employee referrals • Referral programs deliver higher candidate quality and less wasted management time • Well-designed programs produce a higher percentage of candidates that fit the culture Source: ERE http://www.ere.net/2012/05/07/10-compelling-numbersthat-reveal-the-power-of-employee-referrals/ #7SinsOfRecruiting
  26. 26. Go Beyond LinkedIn • Competition for skilled talent is fierce. • Leverage your social referral program • Know the specialized, localized, and up-andcoming social networks
  27. 27. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” 5. “I’m sticking with my current approach of scouring the web for resumes. It’s worked before.” 6. “This is basic marketing stuff. I don’t need executive buy-in.” #7SinsOfRecruiting
  28. 28. RECRUITING MARKETING ℠ #7SinsOfRecruiting
  29. 29. DIGITAL MARKETING FUNNEL MULTI-CHANNEL MULTI-MEDIA CAMPAIGNS Provide target personalized direct mail & landing pages Inquiry/Leads in Funnel Prospect/Customer Pool “House List” Database Lead Nurture Prospect Engagement Sales Stages Sale LEAD SCORE: Hot, Warm, Cold MARKETING AUTOMATION Next Automatic Event • Send personalized email • Send personalized product interest info • Send e-newsletter • Send personalized direct mailer • Send personalized press release • Send blog link SALES CRM MEASURE, ADJUST, REDO #7SinsOfRecruiting
  30. 30. RECRUITING NEEDS ITS OWN FUNNEL Inquiry/Leads in Funnel Prospect/Customer Pool Inquiry/Prospect “House List” Database Talent Pool Lead Nurture Prospect Nurture Prospect Engagement Candidate Engagement Sales Stages Candidate Stages Sale Hire #7SinsOfRecruiting
  31. 31. Are You Using The Right RECRUITED Employee Inquiry/Prospect Talent Pool Prospect Nurture Candidate Engagement Candidate Stages Hire Technology to Automate The Recruiting Funnel? • Drive employee referrals • Leverage social networks • Hire better candidates • • • • • • Powerful web search Powerful database search Web page campaigns Social media campaigns Email campaigns Candidate relationship management • World-class applicant tracking • Real-time data to support decision-making #7SinsOfRecruiting
  32. 32. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” 5. “I’m sticking with my current approach of scouring the web for resumes. It’s worked before.” 6. “This is basic marketing stuff. I don’t need executive buy-in.” 7. If I build it, they will come.” #7SinsOfRecruiting
  33. 33. This isn’t “Field of Dreams” #7SinsOfRecruiting
  34. 34. An Amazing Career Site is a Must #7SinsOfRecruiting
  35. 35. 40% of Job Seekers Abandon Your Site Immediately #7SinsOfRecruiting
  36. 36. 6 Clicks Before I Can Upload A Resume #7SinsOfRecruiting
  37. 37. 2 Clicks to Apply #7SinsOfRecruiting
  38. 38. 7 Deadly Sins Recruiters Make Today 1. “I usually find them and forget them” 2. “I’m supposed to track that?” 3. “I have enough prospective candidates today, so why feed the funnel?” 4. “Who Needs PR? Our employment brand is fine.” 5. “I’m sticking with my current approach of scouring the web for resumes. It’s worked before.” 6. “This is basic marketing stuff. I don’t need executive buy-in.” 7. If I build it, they will come.” #7SinsOfRecruiting
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