Capturing the Digital Candidate | HR Symposium Houston 2014
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Capturing the Digital Candidate | HR Symposium Houston 2014

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Building an integrated recruitment strategy is a much different task today than it was three years ago: It requires an understanding of both today’s complex candidates and the numerous resources he ...

Building an integrated recruitment strategy is a much different task today than it was three years ago: It requires an understanding of both today’s complex candidates and the numerous resources he or she utilizes to search for opportunities and evaluate prospective employers. Leveraging recent intelligence on candidate behavioral trends, this session’s leaders will discuss how the candidate search process has changed and how your company can position itself to attract and engage these new digital-savvy candidates.

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  • Goal of the Slide: <br /> Confirm/Identify specific key challenges for the client <br /> <br /> Knowing that you are focused on [insert client goal here]. Obviously your [insert talent segment, i.e. engineering] talent is critical to achieving that goal. <br /> In order to secure these people we typically see organizations facing one or more of these challenges. Which ones do you feel are impacting your organization the most? <br /> <br /> Possible follow up questions for the client: <br /> Why? <br /> What have you seen as the impact of this specific challenge? <br /> How do you work with hiring managers in communicating these challenges? <br /> How has your strategy changed based on these challenges? (i.e. what have you tried?) <br />
  • 6.5 and 6.7 from Dec 2013 to today… Last time it was this low nationwide? Oct 2008 – Just when the Lehman Brother new broke… triggering the crash.
  • On Mobile… <br /> <br /> Mobile Optimized vs. Mobile Friendly – what’s the difference? <br /> Mobile Friendly: this just means that the site displays accurately between your desktop/laptop computer and a mobile device such as a phone. <br /> Mobile Optimized: more sophisticated. This is where the site will actually reformat itself for a list of handheld devices/tablets. Larger navigation, reformatted content and different images. <br />
  • More than likely – you’re getting lapped. <br /> comScore data: 6 million people searched for jobs via mobile in January 2013 (that’s up from 2.3 million in March 2012) <br /> Google: 31% of searches for “jobs” comes from mobile devices in November 2012, up from 17% in November 2011 and 8% in 2010. <br /> 1/3 of all of CB’s traffic each month comes from mobile devices – even worse, when they encounter a non-mobile friendly apply process, 40% will drop off. <br />
  • Because consumer goods and products have changed the way we purchase and consume online, candidates have developed three new great expectations: they want things to be easy, transparent and personal to them.
  • ERE article. <br /> <br /> However, as a recruiter, you wish you had all three of these: quality hire, short time to fill at a low cost per hire. But most times, recruiters are forced to pick two. <br /> <br /> Which one do you choose?
  • Marketers have done a great job of integrating these disciplines/steps to acquire customers – to experience your product and services. The ground has been paved. <br /> <br /> The opportunity lies now, especially in scarce talent populations, to apply these disciplines to acquiring talent… the folks that create and deliver your products and services every day.

Capturing the Digital Candidate | HR Symposium Houston 2014 Capturing the Digital Candidate | HR Symposium Houston 2014 Presentation Transcript

  • © 2014 CareerBuilder© 2014 CareerBuilder Keith Hadley, Practice Leader, Employer Branding @keithhadley HR SYMPOSIUM – HOUSTON MAY 15, 2014 CAPTURING THE DIGITAL CANDIDATE BUILDING COMPETITIVE ADVANTAGE
  • © 2014 CareerBuilder HUMAN CAPITAL IS EXPENSIVE 1 | U.S. Alone, spent,
  • © 2014 CareerBuilder WARM UP QUIZ OK – easy one… what’s our current unemployment rate? • Nation - 6.3% • TX – 5.5% (17th in nation!) • IL - 8.4% (49th) Employment trend in Houston MSP? Growing or shrinking? Source: BLS Data
  • © 2014 CareerBuilder GROWING! By 10% from 2008 to 2014 Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
  • © 2014 CareerBuilder SO WHY DON’T WE ALL MOVE TO HOUSTON?
  • © 2014 CareerBuilder WARM UP QUIZ Top growing occupations (by volume)? Source: CareerBuilder EMSI/Supply & Demand Portal – 3/13/2014
  • © 2014 CareerBuilder TALENT SUPPLY & DEMAND Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
  • © 2014 CareerBuilder FASTEST GROWING INDUSTRIES? Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
  • © 2014 CareerBuilder FASTEST GROWING ROLES WITHIN INDUSTRY? Source: CareerBuilder EMSI/Supply & Demand Portal – 4/28/2014 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Roustabouts, Oil and Gas Secretaries and Administrative Assistants,… Geological and Petroleum Technicians Service Unit Operators, Oil, Gas, and Mining General and Operations Managers Computer Systems Analysts Petroleum Pump System Operators, Refinery… Business Operations Specialists, All Other Accountants and Auditors Architectural and Engineering Managers Geoscientists, Except Hydrologists and… Petroleum Engineers Volume Growth 2008-2014
  • © 2014 CareerBuilder WHERE TO SOURCE THEM? Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
  • © 2014 CareerBuilder COMPUTER SYSTEMS ANALYSTS? Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
  • © 2014 CareerBuilder REGISTERED NURSES? Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
  • © 2014 CareerBuilder Is education keeping up with demand?
  • © 2014 CareerBuilder College Market Analyst
  • © 2014 CareerBuilder► 14 ◄ ABOUT US… CareerBuilder’s mission is to empower employment. We are striving to organize all the world’s human capital data and make it meaningful for society. Predictive Data Candidate Sourcing HR Software
  • © 2014 CareerBuilder► 15 ◄ SKILLS GAP? Cannot find QUALIFIED CANDIDATES Employers have difficulty filling positions Source: CareerBuilder and Inavero Candidate Behavior Study 2014 8 in 10 >50%
  • © 2014 CareerBuilder TOP 10 MOST DIFFICULT JOBS TO FILL 16 | SOURCE: Manpower Global Hiring Survey 2013
  • © 2014 CareerBuilder© 2014 CareerBuilder COMPETING FOR TOP TALENT (AN EMERGING HR DISCIPLINE)
  • © 2014 CareerBuilder► 18 ◄ THE RECESSION-PROOF CANDIDATE Investigation of Employers Research Networking
  • © 2014 CareerBuilder 19 SHIFT IN MINDSET COMPETING FOR TALENT
  • © 2014 CareerBuilder THE NEW DIGITAL SEARCH “Our job, if we’re trying to get closer to our customers, is to be there when they are looking for things about our company” –Beth Comstock, SVP & CMO of GE ► 20 ◄
  • © 2014 CareerBuilder► 21 ◄ THE CONSUMER CANDIDATE search for jobs while at work different resources are used on average before applying to a job Of full-time employed workers are actively looking or open to new job opportunities Source: CareerBuilder and Inavero Candidate Behavior Study 2013
  • © 2014 CareerBuilder► 22 ◄ BRAND MATTERS of candidates believe employment brand plays a key role in their decision whether or not to apply. Key components that make a company attractive: for treating an employee well. Source: CareerBuilder and Inavero Candidate Behavior Study 2013
  • © 2014 CareerBuilder© 2014 CareerBuilder LIVING IN A FRAGMENTED MEDIA ENIVORNMENT
  • © 2014 CareerBuilder MEDIA ENVIRONMENT TODAY ► 24 ◄ 10 8 4
  • © 2014 CareerBuilder THE CANDIDATE PROCESS ► 25 ◄ Source: CareerBuilder and Inavero Candidate Behavior Study 2013 15%
  • © 2014 CareerBuilder TECH/IT CANDIDATE PROCESS ► 26 ◄ 61% 77% 81%77% 58%15% 73% Employer is Responsive Job Boards Candidate Experience
  • © 2014 CareerBuilder CANDIDATES VS. RECRUITERS ► 27 ◄ PERCEPTION PERCEPTION Candidates expand their search to include other companies. Using Social Media to search for jobs. REALITY Using Social Media sites to search for jobs.. REALITY Candidates who begin with a specific company in mind, remain loyal to that company and don’t expand. RECRUITER PERCEPTION CANDIDATE REALITY Source: CareerBuilder and Inavero Candidate Behavior Study 2013 18 % 89% PERCEPTION Used other social media to contact people about job opportunities at least once. REALITY Used other social media to contact people about job opportunities at least once. 17 % 90%
  • © 2014 CareerBuilder ► 28 ◄ Source: NBC News A Whole New Way to Communicate
  • © 2014 CareerBuilder BE MOBILE vs. 29 |
  • © 2014 CareerBuilder NO MOBILE? YOU’RE GETTING LAPPED 30 |
  • © 2014 CareerBuilder► 31 ◄ THE THREE EXPECTATIONS Easy Transparent Personal
  • © 2014 CareerBuilder HUMAN RESOURCE INVESTMENTS 32 | Source: CareerBuilder U.S. Jobs Forecast 2014 22% Mobile readiness Where do companies plan to invest additional resources into their recruitment strategy for 2014? 22% Enhancements to company career site 16% Front office tools 29% Workforce analytics/ Access to data 11% Other
  • © 2014 CareerBuilder© 2014 CareerBuilder STRATEGIES FOR BUILDING COMPETITIVE ADVANTAGE
  • © 2014 CareerBuilder► 34 ◄ WHAT METRICS DO YOU USE? Time to Fill Quality of Hire Cost per Hire
  • © 2014 CareerBuilder 35 THINK LIKE A MARKETER
  • © 2014 CareerBuilder HOW MARKETERS APPROACH THIS
  • © 2014 CareerBuilder VISUAL STORY ► 37 ◄
  • © 2014 CareerBuilder VISUAL STORY ► 38 ◄
  • © 2014 CareerBuilder
  • © 2014 CareerBuilder WHAT’S YOUR BEST STORY? ► 40 ◄ Performs Above – Less Important to Talent Performs Above – Important to Talent Performs Below – Less Important to Talent Performs Below – Important to Talent EXTERNAL IMPORTANCE vs. INTERNAL PERFORMANCE Compensation Benefits Work-life balance Advancement Appreciation Financially strong Challenging work Training Reputation Culture Ideas impact organization High-quality products Well-performing industry Embraces diversity Gives back Innovator Environmentally conscious 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% FactorPerformance Factor Importance
  • © 2014 CareerBuilder POWERFUL BRAND STORY BRAND Authentic Vision Unique Attractive To your employees From your competitors To your candidates Aligned with leaders
  • © 2014 CareerBuilder► 42 ◄ EASY
  • © 2014 CareerBuilder CANDIDATE EXPECATIONS TODAY ► 43 ◄
  • © 2014 CareerBuilder EASY ► 44 ◄
  • © 2014 CareerBuilder CAPITALIZE ON INTEREST ATS (application system) application process Register Fill out personal info Upload resume Email verify Search openings 66-85% of candidates who enter an ATS (application system) do not finish the application process 45 |
  • © 2014 CareerBuilder ► 46 ◄ TALENT NETWORKS 46 |
  • © 2014 CareerBuilder SIMPLIFY THE PROCESS 47 | What is continuous recruitment? The process of sourcing and connecting with candidates even if there are no current open positions that suit their interests or abilities.  72% of employers said the strategy reduces time to hire  41% say it reduces cost per hire. Source: Talent Equation
  • © 2014 CareerBuilder© 2014 CareerBuilder BRINGING IT ALL TOGETHER
  • © 2014 CareerBuilder Talent Market Insight Employment Brand (EVP & Design) Media Strategy: Job Boards Niche Sites Natural Search Campaigns Campus Video - Mobile Social Media Software Experience Site + Talent Network + ATS First 3-6 months Ongoing Generates candidates flow to… Capture recruitment performance data Performance Data: Feedback Loop. Ongoing brand management of CB Media and Software Platform Predictive Data Candidate Sourcing HR Software MODERN RECRUITMENT ENGINE
  • © 2014 CareerBuilder TRUE INNOVATION – MOON SHOTS FOR HR Data junkie 1-click apply Live cam  Words or stock photos Req-less recruiting engine UX for your recruiters… One login Talent advisors
  • © 2014 CareerBuilder© 2014 CareerBuilder Thanks! @KeithHadley careerbuildermedia.com careerbuilder.com/candidatebehavior
  • © 2014 CareerBuilder www.careerbuilder.com/candidatebehavior ► 52 ◄ QUESTIONS? MORE INFO?