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I:\alan\suffolk university 10 07
- 1. Trends in Recruitment Marketing Presented by Alan Lovitz Success Recruitment Marketing & Communications October 1, 2007
- 2. Agenda • Introductions • Testing Your Recruitment Aptitude • Metrics & Trends • Research Tools • Employer Branding • Traffic Driving Strategies • Building A Pipeline • Recruitment Cutting Edge
- 3. The Candidate Funnel 4% of the people looking for work 96 % of the people who are currently working and not actively looking
- 4. Testing Your Recruitment Aptitude How do these recruitment platforms rank in terms of where candidates are coming from? • Agencies • Career Fairs • College Recruiting • Direct Sourcing • Employee Referrals • Internet • Newspapers • Other
- 5. Where Are The Best Candidates Searching? (How do you know you’re getting the top 10%?) 61% of all external hires can be attributed to just 2 channels—referrals by current employees and the Internet. [Just 5.5% come from traditional want-ads]
- 6. Testing Your Recruitment Aptitude Emerging Markets: 1. What % of the U.S Population is non-white today? 2. What is the fastest growing ethnic group in the U.S. today?
- 7. Emerging Markets Minorities: The emerging majority in the U.S. population – By 2050, 47% of the U.S. population is projected to be made up of so-called minority groups. Source: U.S. population projections, 2000-2050. U.S. Census Bureau. Accessed online at: www.census.gov/population/www/projections/natsum-T5.html
- 8. Emerging Markets: 2004 Percentage Hispanic in the US
- 9. Media & Lifestyle Survey
- 10. Competitive Website Analysis • Analyze Company’s Career Website Vs. Two Top Competitors • Benchmark Your Career Website Against ‘Best Practices For Website Development’ • Evaluate The ‘Strengths & Weaknesses’ Of Each Of Your Competitors • Conduct Gap Analysis And Outline Opportunities For Company To ‘Leap Frog’ To A Position Of Strength Over The Competition • Provide A Written Executive Summary Of Strengths, Weaknesses & Opportunities, As Well As A Proposal For Recommendations, Pricing And Timelines. • Analysis Will Be Provided Within 10 Business Days
- 11. Your Brand www.CompanyCareerSite.com Internal External Interactive Collateral Direct Mail Radio/TV Print ERP PR
- 12. Benefits of Brand Positioning • If we’re true to the Company’s brand - or experience - advertising & communications should: - increase self-selection - increase retention - increase employee referrals
- 14. Employer Brand Campaign “After”
- 16. Traditional - 3 column ad Up & Down Google 2 column ad VS. Leveraging The Internet To Reduce Size and Cost of Newsprint Ads
- 18. Leveraging The Internet To Build Your Brand HTML Profile Pages (Flash Animation) www.google.com
- 19. PRINT AD VANITY URL DRIVES CANDIDATES TO PROFILE PAGE Leveraging The Internet: Vanity URL
- 21. Email Marketing: “Emerging Markets”
- 22. THE SOLUTION: Develop and Implement a Web-Based Relationship-Marketing Program: • Keep the Company Name in Front of the Candidate • Keep Candidate Apprised of Relevant Company News & Accomplishments • Engage Candidate in Web-Based Activities • Build Candidate Interest Culminating in a Recruitment Event/Overture • Have the ability to track candidate response and source Pipeline Building Strategy
- 24. To View eNewsletter Sample: http://www.jobsurveys.com/Sovnewsletter.htm
- 25. Employee Referral Program • Effective ERP Can Net 40% of Hires • ERP Platform Options – Traditional – Web-based • Micro-site • E-Cards – Non-Employee Referrals E-Card To Employee: http://www.sl3group.com/ensr_ecard/ E-Card To Friend: http://www.jobsurveys.com/FedexI.htm
- 26. Visit: http://www.sjtreasurequest.org/ Online Employee Referral Program
- 27. Testing Your Recruitment Aptitude What item - that every one of us currently has in our possession - may become one of the hottest new recruitment platforms?
- 28. Wireless Application Protocol (WAP) Mobile/Text Marketing • Mobile Skews To Tech Savvy and Younger Audiences • Can Target By Blackberry and By Carrier VZ Wireless; Older, T-Mobile; Younger Potential Strategies Include: - Click To Call (Speak to the Recruiter) - Click To Form Fill (Bridge Online to Mobile) - Click To Text (Ongoing Interactions) (Includes Link to WAP site) - Click To Polling (Instantaneous Feedback/Engage Candidates) - Click To Video (Leads To Video or Landing Page/Data Capture
- 29. Search Engine Marketing on Google • Buy Keywords on Google • Drive Traffic to Sponsored Link; HTML Profile Page or Micro-site • Capture Passive Talent • By Geographic Area, By Discipline
- 30. Why Blogs? • Contains Fresher Content - Websites Are Not Updated More Than A Few Times A Year • Easier To Update And/Or Add New Info Regularly • Fall Higher In The Rankings Than A Website - Content More Relevant - Additional Blog Search Engines (i.e., Technorati) • The Client Can Determine Who Has Write-Permission And Approve Content • Ability to Track Keywords Being Used By Potential Candidate - Therefore More Effective SEO (Search Engine Optimization) • You Can Easily Pull Relevant Data From Other Relevant Sites
- 31. Questions? Please feel free to contact me! Alan Lovitz 508-875-9767 x101 alovitz@successadv.com
Editor's Notes
- Thanks & Introduction Introduce themselves (name and job focus) Most of you are not in recruiting– hope this presentation will be illuminating! Let’s make this interactive- please ask questions; make comments anytime
- I’ve put some questions into the presentation – you can test your knowledge. Unlike your instructor I don’t grade - have fun! We’ll look at trends; specific tools and strategies; and strategies on the cutting edge.
- Some of you may be too new to the field to remember – but as recently as 7-8 years ago, 90% of recruiting was newspaper ads. Late 1990’s Boston Globe’s Big Help was 125-150 pages of solid recruitment ads. Now it is 75 pages, but 1/3 of it is editorial & articles. In those days, recruiting options were few and simple. Like everything else – it has grown much more complex. I hope to outline for you today, the most productive and cost-effective options Focus on Passive Candidates in addition to Active candidates Bottom 4% - reach thru traditional strategies – competing with other co’s Passive candidates – focus on building awareness and a relationship with your company in anticipation of the day they become active. Think of your company first (pipeline strategy)
- Let’s have a few of you rank your top 3-4 sources. Who wants to go first? Listed alphabetically…
- <number> Review Findings: ERP - should bring 30-40% of hires; typically underutilized Websites drive many more hires than job boards. 92% visit career pages 2nd or 3rd most visited page on entire site – typically under-resourced Anchor of any highly-functioning recruitment program Job Boards – now a traditional strategy – high volume; low quality Take Away: Allocate more money to the Careers page of the site rather than job boards. Make them informative and easy to navigate. Does this make sense? Questions?
- OK. Who wants to give it a try?
- Today over 30% of U.S. population is non-white Hispanics, by far, fastest growing ethnic group.
- We see signage in Spanish everywhere we go today. As Recruiters, you have to court them in their native tongue to best recruit them. Different parts of U.S. have different dialects (i.e.) Florida – Cuban Southwest – Mexican Northeast – Puerto Rican, Central/South American dialects We will see a foreign language campaign a bit later..
- Proprietary Research Tool has been invaluable to my company. With passive candidates in mind, this tool enables us to understand: Not only how they look for a job But, how they spend leisure time This is how it works….
- Going back to our discussion about best sources of candidates…. Encourage our clients to take opportunity to see how their site compares to key competitors for talent & Best Practices Content Ease of use Intuitive navigation Breadcrumbs Diversity Search technology Etc.
- Example of advertising that does not communicate a consistent brand ….
- Note the Diversity in the imagery. Loomis chooses the visual based on the market they are advertising in (includes “over 55” employees) This is a key recruitment demographic target (baby boomers)
- Example of carrying the employer brand onto the Internet with Job Board Branding.
- Saw earlier how print advertising has rapidly diminishing returns. Sometimes a necessary evil – depending on industry and hiring managers Developed a new strategy to address issues of cost and return. Up & Down Google -
- Data capture strategy – identify candidates interested today – deliver immediately Put other candidates into candidate pipeline database (will be discussed shortly)
- Another benefit – more informed, more engaged higher quality candidates
- Example of an integrated strategic approach that was entirely web-based. Required low budget, fast-turnaround Utilized – Job Postings on college & Association websites Accessing targeted alumni and association email lists, Database sourcing and targeted email marketing campaign Results – 2-week turnaround 71 candidates delivered 5 hires 38 candidate profiles on career site $6600 cost $93 per candidate sourced
- This email marketing campaign gave candidates the option of viewing a Spanish language HTML Page and screening survey.
- Talked about passive candidates and pipeline building Seen examples of ways to capture email addresses Example of a pipeline communication program Using email – have quarterly communication with candidates – E-cards E-Newsletters Press Releases Surveys Career Fair Invitations Efficient & economical way to build brand awareness & relationships For example…
- Surprisingly under-resources and under utilized Still generates high quality candidates at lowest cost per hire Traditional and online options
- St. Joseph was already at 30% but believed resources were better spent on ERP than other platforms In first 3 months, increased by another 25%
- Anyone got a cell phone?
- One of newest recruiting strategies – Target younger or tech savvy audiences I’ve heard this type of program already. Listen for a commercial where they tell you to text to a certain code… When you do you receive a message – ranges from text to voice to video. If you watch and listen for this type of program you’ll pick up on it.
- This strategy is already in full swing. Going back to the Media & Lifestyle Survey – we always try to identify how employees use Google for work or leisure…. Buy relevant (non-career oriented) key words to reach passive job seeker. Great way to capture data for pipeline strategy Highly targeted, delivers specific metrics, budget based.
- Rapidly growing recruitment tool for sophisticated recruitment organizations Not an expert on this area, but blogs are hugely popular. Strategy is to sponsor a blog with content relevant to your field and you will capture data and eyeballs of prospective employees I hope these few slides have provided some perspective on the cutting-edge of recruitment.
- Thanks so much for the opportunity to visit with you. I hope my presentation was informative.