Recruitment Marketing
Attracting the High Achievers
Lou Adler
CEO – The Adler Group,Author
Hire With Your Head and
The Ess...
TALENT CONNECT 2012
Quality of Hire
C B
D
A
TALENT CONNECT 2012
Job-hunting Status Fully-employed
Extraordinary
Career Move
Great
Career
Move
Very Good
Career Move
Go...
TALENT CONNECT 2012
Thinking Backwards
HAVE GET BECOMEDO
The Wrong Way for Hiring!
The Right Way for Hiring!
TALENT CONNECT 2012
Thinking Backwards
BeforeDay 1
Skills,Experience,
HAVING, Academics,
Competencies
Day1
Title, Company,...
TALENT CONNECT 2012
Understand Your Ideal Candidate
Positive Motivators
Negative Motivators
IntrinsicExtrinsic
Career Maxi...
TALENT CONNECT 2012
Understand Your Ideal Candidate
Positive Motivators
Negative Motivators
IntrinsicExtrinsic
Career Maxi...
TALENT CONNECT 2012
Great Ads: Capture Intrinsic Motivator
McFrank&Williams Advertising Agency, Inc.
TALENT CONNECT 2012
Turn Jobs into Careers
Need both … to find & hire the best
What’s the EVP?
Why would a top, fully-
emp...
TALENT CONNECT 2012
How to Write an Email or Ad
Lead with EVP  DOING  Having
Beyond Year 1
Year 1
Past
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,
Become
Describe...
TALENT CONNECT 2012
Be Compelling to Attract Top-third
Explore some truly weird openings for Optics Geeks for
freakishly d...
TALENT CONNECT 2012
Texting and Tweets
 1st build a virtual talent pool
 Connect on LinkedIn
 When texting: Compliment ...
TALENT CONNECT 2012
AGM?
Format
Future
Present
Past
Skills?
EVP?
TALENT CONNECT 2012
Compelling Email to Prospects
Intrinsic
Motivator?
EVP?
Future – Present
– Past Format
Skills?
Reactio...
TALENT CONNECT 2012
Everyone Else
3rd Degree+
2nd Degree
Connections
1st Degree
ERP/HM
Groups
Nodes
You
The Value of Your ...
TALENT CONNECT 2012
Recruitment Marketing Summary
TALENT CONNECT 2012
4 LinkedIn tools to help you recruit like a
marketer, so that you…
21
1. Know your audience
2. Increas...
TALENT CONNECT 2012
1. Know your audience with our free Talent Pool
reports
22
www.slideshare.net/linkedin-talent-solution...
TALENT CONNECT 2012
2. Increase your relevance and reach with
LinkedIn Job Slots
23
Jobs you may be interested in Jobs you...
TALENT CONNECT 2012
2. Increase your relevance and reach with
LinkedIn Job Slots
24
Product Marekting
Manager
NetApp– Sunn...
TALENT CONNECT 2012
3. Go where your audience is, through LinkedIn
Mobile…
25
 23% of unique LinkedIn
visitors come via m...
TALENT CONNECT 2012
3. Go where your audience is, through LinkedIn
Mobile and ‘Picture Yourself’ Ads
26
# 1 activity on Li...
TALENT CONNECT 2012
For more on all these tools
27
http://talent.linkedin.com
http://talent.linkedin.com/contact-us
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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.

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Sales & Marketing for Recruiting Professionals | Talent Connect 2012

  1. 1. Recruitment Marketing Attracting the High Achievers Lou Adler CEO – The Adler Group,Author Hire With Your Head and The Essential Guide for Hiring and Getting Hired @LouA The best of
  2. 2. TALENT CONNECT 2012 Quality of Hire C B D A
  3. 3. TALENT CONNECT 2012 Job-hunting Status Fully-employed Extraordinary Career Move Great Career Move Very Good Career Move Good Career Move Lateral Transfer LinkedIn Adler Group Survey 2011 – 4,500 Members 20% Postings Visible & Compelling 20% Targeted Email Targeted/MailMerge 60% Networking VTC – PERP
  4. 4. TALENT CONNECT 2012 Thinking Backwards HAVE GET BECOMEDO The Wrong Way for Hiring! The Right Way for Hiring!
  5. 5. TALENT CONNECT 2012 Thinking Backwards BeforeDay 1 Skills,Experience, HAVING, Academics, Competencies Day1 Title, Company, Location,$$, Responsibilities Advertise & PhoneScreen Beyond Year 1 Opportunity,Long- term Impact, Long-term $$ % Year 1 DOING, Work, Impact,Learning, Team,Total $$ Moment 1 Candidate Opt-in Screen Interview, Assess, Offer Acceptance Criteria You can’t use a talent surplus process in a talent scarcity situation! HAVE GET BECOMEDO
  6. 6. TALENT CONNECT 2012 Understand Your Ideal Candidate Positive Motivators Negative Motivators IntrinsicExtrinsic Career Maximization Learn– Do – Become Helping others Team– Hiring Manager Company or Mission Recruitment Marketing & Advertising Eliminate the Negatives and Maximize the Positives Tip: Close on Positive Internals Slow growth Work mix not satisfying Not part of team Missionnot important Cultural misfit Lowsalary Bad boss Not appreciated Deterioratingbusiness Economic need CompensationMax Short-termRewards Contests, Bonus Big Title - Big Brand Ego need Avoid the vicious cycle of underperformance, low morale and turnover.
  7. 7. TALENT CONNECT 2012 Understand Your Ideal Candidate Positive Motivators Negative Motivators IntrinsicExtrinsic Career Maximization Learn– Do – Become Helping others Team– Hiring Manager Company or Mission Recruitment Marketing & Advertising Eliminate the Negatives and Maximize the Positives Tip: Close on Positive Internals Slow growth Work mix not satisfying Not part of team Missionnot important Cultural misfit Lowsalary Bad boss Not appreciated Deterioratingbusiness Economic need CompensationMax Short-termRewards Contests, Bonus Big Title - Big Brand Ego need GETTING DOING & BECOMING Avoid the vicious cycle of underperformance, low morale and turnover.
  8. 8. TALENT CONNECT 2012 Great Ads: Capture Intrinsic Motivator McFrank&Williams Advertising Agency, Inc.
  9. 9. TALENT CONNECT 2012 Turn Jobs into Careers Need both … to find & hire the best 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!
  10. 10. TALENT CONNECT 2012 How to Write an Email or Ad Lead with EVP  DOING  Having Beyond Year 1 Year 1 Past
  11. 11. TALENT CONNECT 2012 The Candidate Persona 10 New Sourcing Ideas!
  12. 12. TALENT CONNECT 2012 The Importance of Messaging What’s the EVP? Capture intrinsic motivator Do, Learn, Become Describe impact Make it viral Attention- getting Take over the Rebuilding of Philly’s Inner City 0-60 MPH in 12 Years!
  13. 13. 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
  14. 14. TALENT CONNECT 2012 Texting and Tweets  1st build a virtual talent pool  Connect on LinkedIn  When texting: Compliment 1st!  Be vague, but bigger title  Sell short chat  Send link to posting  Send link to your open calendar – e.g., TimeTrader.com  Make sure LIP shows you as SWK! Just found your LI Profile – very impressive. RU open to chat about sr. marketing exec spot?
  15. 15. TALENT CONNECT 2012 AGM? Format Future Present Past Skills? EVP?
  16. 16. TALENT CONNECT 2012 Compelling Email to Prospects Intrinsic Motivator? EVP? Future – Present – Past Format Skills? Reaction?
  17. 17. TALENT CONNECT 2012 Everyone Else 3rd Degree+ 2nd Degree Connections 1st Degree ERP/HM Groups Nodes You The Value of Your Connectedness 1st – Connectedness Targeted Compelling NarrowCasting Highest ROE 3rd Degree – REACH High Volume Pushed Postings BroadCasting LowROE 2nd – Networking Referrals WarmCalls Sweet Spot High ROE ROE: Return on Effort Think In-Out vs. Out-In
  18. 18. TALENT CONNECT 2012 Recruitment Marketing Summary
  19. 19. TALENT CONNECT 2012 4 LinkedIn tools to help you recruit like a marketer, so that you… 21 1. Know your audience 2. Increase your relevance and reach 3. Go where your audience is
  20. 20. TALENT CONNECT 2012 1. Know your audience with our free Talent Pool reports 22 www.slideshare.net/linkedin-talent-solutions Industries covered: - Software engineer* - Technical sales* - Procurement & supply chain people - Marketing* - Healthcare - Financial services* - Drilling and petroleum *US and European versions
  21. 21. TALENT CONNECT 2012 2. Increase your relevance and reach with LinkedIn Job Slots 23 Jobs you may be interested in Jobs you may be interested in Financial Analyst Bank of America Jobs you may be interested in Sr. HR Director Gap Inc. Bryan Finance Analyst EricaSteve Director of HR job applications from recommended jobs [Not searched] Sr Software Engineer Amazon Sr. Waterf all Mobile Sr Software Engineer Waterf all Mobile HR Director Waterf all Mobile Finance Manager Sr Software Engineer >50%
  22. 22. TALENT CONNECT 2012 2. Increase your relevance and reach with LinkedIn Job Slots 24 Product Marekting Manager NetApp– Sunnyvale, CA Product Marketing Manager Amazon.com – Seattle,WA Senior Product Manager NetApp – Santa Clara, CA Jobs You MayBe Interested In See more » Account Executive xyzCo – Sunnyvale,CA x Sr. Account Executive Amazon.com – Seattle,WA x Sales Manager NetApp – San Jose,CA x beta Waterfall Mobileposted a job you may be interested in: Sr Software Engineer Jobs You May Be Interested In See more » x x x Waterfall Mobile Sr Software Engineer NetApp Sr Software Engineer Amazon Sr. Sr Software Engineer Erica Robertson ACME systems Sr Software Engineer Share ● Careers ● See more jobs ● 6 minutes ago
  23. 23. TALENT CONNECT 2012 3. Go where your audience is, through LinkedIn Mobile… 25  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
  24. 24. TALENT CONNECT 2012 3. Go where your audience is, through LinkedIn Mobile and ‘Picture Yourself’ Ads 26 # 1 activity on LinkedIn = Looking at your connections’ profiles Erica Robertson Senior Java Developer ACME systems
  25. 25. TALENT CONNECT 2012 For more on all these tools 27 http://talent.linkedin.com http://talent.linkedin.com/contact-us
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