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Sales & Marketing for Recruiting Professionals | Talent Connect 2012

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Presentation on how recruiters can think like marketers. Based on Lou Adler's session at Talent Connect 2012 in Las Vegas; voted one of the top three breakouts of the entire conference. ...

Presentation on how recruiters can think like marketers. Based on Lou Adler's session at Talent Connect 2012 in Las Vegas; voted one of the top three breakouts of the entire conference.

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    Sales & Marketing for Recruiting Professionals | Talent Connect 2012 Sales & Marketing for Recruiting Professionals | Talent Connect 2012 Presentation Transcript

    • The best ofRecruitment MarketingAttracting the High AchieversLou AdlerCEO – The Adler Group, AuthorHire With Your Head andThe Essential Guide for Hiring andGetting Hired@LouA
    • C B D AQuality of Hire TALENT CONNECT 2012
    • Job-hunting Status Fully-employed 20% Postings 20% Targeted Email 60% Networking Visible & Compelling Targeted/Mail Merge VTC – PERP Good Career Lateral Move Transfer Extraordinary Career MoveVery GoodCareer Move Great Career Move LinkedIn Adler Group Survey 2011 – 4,500 Members TALENT CONNECT 2012
    • Thinking Backwards The Wrong Way for Hiring! HAVE GET DO BECOME The Right Way for Hiring! TALENT CONNECT 2012
    • Thinking Backwards Advertise & Moment Interview, Phone Screen 1 Assess, Offer Before Day 1 Day 1 Year 1 Beyond Year 1 HAVE Skills, Experience,HAVING, Academics, GET Title, Company, Location, $$, DO DOING, Work, Impact, Learning, BECOME Opportunity, Long- term Impact, Competencies Responsibilities Team, Total $$ Long-term $$ % Candidate Acceptance Opt-in Screen CriteriaYou can’t use a talent surplus process in a talent scarcity situation! TALENT CONNECT 2012
    • Understand Your Ideal Candidate Positive Motivators Recruitment Compensation Max Career Maximization Short-term Rewards Learn – Do – Become Marketing & Contests, Bonus Helping others Advertising Big Title - Big Brand Team – Hiring Manager Ego need Company or Mission Eliminate theExtrinsic Intrinsic Negatives Low salary Slow growth and Maximize Bad boss Work mix not satisfying the Positives Not appreciated Not part of team Deteriorating business Mission not important Economic need Cultural misfit Tip: Close on Positive Negative Motivators Internals Avoid the vicious cycle of underperformance, low morale and turnover. TALENT CONNECT 2012
    • Understand Your Ideal Candidate DOING & GETTINGPositive Motivators BECOMING Recruitment Compensation Max Career Maximization Short-term Rewards Learn – Do – Become Marketing & Contests, Bonus Helping others Advertising Big Title - Big Brand Team – Hiring Manager Ego need Company or Mission Eliminate theExtrinsic Intrinsic Negatives Low salary Slow growth and Maximize Bad boss Work mix not satisfying the Positives Not appreciated Not part of team Deteriorating business Mission not important Economic need Cultural misfit Tip: Close on Positive Negative Motivators Internals Avoid the vicious cycle of underperformance, low morale and turnover. TALENT CONNECT 2012
    • Great Ads: Capture Intrinsic Motivator McFrank & Williams Advertising Agency, Inc. TALENT CONNECT 2012
    • Turn Jobs into Careers What’s the EVP? Why would a top, fully- employed person take this position? Impact, Growth, Company Long term component of a career move – the becoming!Need both … to find & hire the best TALENT CONNECT 2012
    • How to Write an Email or Ad Year 1 Past Beyond Year 1Lead with EVP  DOING  Having TALENT CONNECT 2012
    • The Candidate Persona 10 New Sourcing Ideas! TALENT CONNECT 2012
    • The Importance of MessagingWhat’s the EVP?Capture intrinsic motivatorDo, Learn, Take over the 0-60 MPH Rebuilding of Philly’s Become Inner City inDescribe impact Years! 12Make it viralAttention- getting TALENT CONNECT 2012
    • Be Compelling to Attract Top-third Explore some truly weird openings for Optics Geeks for freakishly difficult EOIR stabilization puzzles - http://bit.ly/SZtpY TALENT CONNECT 2012
    • Texting and Tweets 1st build a virtual talent pool Connect on LinkedIn Just found When texting: Compliment 1st! your LI Profile – very impressive. Be vague, but bigger title RU open to chat about sr. Sell short chat marketing exec spot? Send link to posting Send link to your open calendar – e.g., TimeTrader.com Make sure LIP shows you as SWK! TALENT CONNECT 2012
    • AGM?FormatFuturePresentPastSkills?EVP? TALENT CONNECT 2012
    • Compelling Email to Prospects Intrinsic Motivator? EVP?Future – Present – Past Format Skills? Reaction? TALENT CONNECT 2012
    • The Value of Your Connectedness 1st – Connectedness Targeted Compelling Everyone Else Narrow Casting Highest ROE 2nd Degree 1st Degree 2nd – Networking ERP/HM Referrals Warm Calls You Sweet Spot High ROE Groups Nodes 3rd Degree – REACH Connections High Volume Pushed Postings Broad Casting 3rd Degree+ Low ROE Think In-Out vs. Out-InROE: Return on Effort TALENT CONNECT 2012
    • Recruitment Marketing Summary TALENT CONNECT 2012
    • 4 LinkedIn tools to help you recruit like amarketer, so that you… 1. Know your audience 2. Increase your relevance and reach 3. Go where your audience is TALENT CONNECT 2012 21
    • 1. Know your audience with our free Talent PoolreportsIndustries covered:- Software engineer*- Technical sales*- Procurement & supply chain people- Marketing*- Healthcare- Financial services*- Drilling and petroleum *US and European versions www.slideshare.net/linkedin-talent-solutions TALENT CONNECT 2012 22
    • 2. Increase your relevance and reach withLinkedIn Job SlotsJobs you may be interested in Jobs you may be interested in Jobs you may be interested in HR Director Sr Softw are Engineer Finance Manager Waterf all Mobile Waterf all Mobile Waterf all Mobile Sr. HR Director Sr. Sr Softw are Engineer Financial Analyst Gap Inc. Amazon Bank of America Steve Erica Bryan Director of HR Sr Software Engineer Finance Analyst>50% job applications from recommended jobs [Not searched] TALENT CONNECT 2012 23
    • 2. Increase your relevance and reach withLinkedIn Job Slots Waterfall Mobile posted a job you may be interested in: Sr Software Engineer Share ● Careers ● See more jobs ● 6 minutes ago Jobs You May Be Interested In Erica Robertson Sr Software Engineer Sr Software Engineer x Waterfall Mobile ACME systems Sr. Sr Software Engineer x Amazon Jobs You May Be Interested Inbeta Sr Software x Product Marekting Account Executive Engineer x Manager xyzCo – Sunnyvale, CA NetApp NetApp– Sunnyvale, CA Product Marketing Manager Sr. Account Executive Amazon.com – Seattle, WA x Amazon.com – Seattle, WA See more » Sales Manager Senior Product x NetApp – San Jose, CA Manager NetApp – Santa Clara, CA See more » TALENT CONNECT 2012 24
    • 3. Go where your audience is, through LinkedInMobile…  23% of unique LinkedIn visitors come via mobile apps  All LinkedIn Jobs now distributed to relevant members in ‘recent updates’ stream  Members targeted based on profile information  Included with all LinkedIn Jobs at no extra cost TALENT CONNECT 2012 25
    • 3. Go where your audience is, through LinkedInMobile and ‘Picture Yourself’ Ads # 1 activity on LinkedIn = Looking at your connections’ profiles Erica Robertson Senior Java Developer ACME systems TALENT CONNECT 2012 26
    • For more on all these tools http://talent.linkedin.com http://talent.linkedin.com/contact-us TALENT CONNECT 2012 27