Marketing is to Recruiting… Using marketing tools and tactics to shoot your candidate experience through the roof
• 77% likely to share a negative experience.The state of candidateexperience today • Negative experience reduces amount of accepted offers. • Poor employment brand in the workplace. • Fewer and fewer quality applicants apply. • No news = bad news
You’re not helpless. Recruiting is nothelpless.“I can’t possibly respond to every resume that comes into ourshop.” “We’re too big/small/busy/understaffed/underfunded.”
Marketing Does.Marketing Recruiting• Has to research target • Candidates are different markets and tailor their as are their expectations messaging to several. for a “good” experience.• Must use multiple • As application channels distribution channels. increase, so too must the• Works with customer communication loops. service to ensure • Candidate experience seamless experience. doesn’t happen in a• Has lower cost of vacuum. acquisition. • Much more is riding on this decision.
Tactic #1: The 80/20 RuleMarketers allow certain clients to self-select. We also know thatsome clients are more trouble than they are worth. The trick is notmaking them angry when they’re shown the door.
Tools• Loop11 • Be crystal clear about• Silverback 2.0 your culture and• Omniture values. Everywhere. • Ease of access trumps fancy design.• Youtube • Provide candidates• Facebook with a closer look into• LinkedIn the organization via social channels.
Why video?Engagement with online video continues to grow substantially. 8
Tactic #2: Rapid Response TeamNo it’s not easy, but whether you do it through social channels, thetelephone, auto-responders or a CRM, you MUST respond topeople. No excuses.
Tools• Gmail, Outlook • Respond. (autoresponders, canned • In the manner you were responses) contacted.• Salesforce/Sugar/ACT • There are several tools,• Autoresponders or timed including Gist, responses via Vertical Rapportive, Sprout Social Response, Constant and more that will allow Contact, MailChimp, Awe you to keep track of ber people that email a• Social channels inc. certain address. Twitter • Many of these are free or very low cost and allow you to import/export CSV files.
Tactic #3: Market researchA good marketer knows his or her markets, all of them. How canyou use this information to your advantage? You got it.Networks, communities, or just contact!
Tools• Eloqua • Research can be• Survey Monkey conducted via follow• QuestionPro up surveys• Facebook Insights • Beta groups can be used on LinkedIn• Dive into your ATS data • Testing tools within your career site and• Your own two hands facebook • Try your own career site.
Tactic #4: Content MarketingGot a captive audience that needs something? Give it to them.They may not be today’s hire, but they could be tomorrow’s (or acustomer!)
Tools• RSS feeds • If content creation is• Storify, Paper.li, etc out of the question, try• Slideshare curation.• Video • Give information alongside the CTA, in• Good old fashioned this case, your open email positions. • People love video, especially when it shows them the answer to a burning question.
Search Engine OptimizationMake sure your content is indexing on Google!Google is the number 1 place people start their job search!Video places top of search engine results.Search Engine Optimized - utilizing such key words as your company name, name of the position, andtype of sector.Our clients are front and center reaching top talent with multiple first and second page placement fortheir videos!Traditional recruitment methods provide only ONE opportunity to capture a candidate. With the SEOlinks, you have UNLIMITED opportunities to capture a candidate - video appears on multiple websites!KEYWORD: FANNIE MAE JOB FINANCE PROFESSIONALS KEYWORD: CLEVELAND CLINIC CARDIAC OR REGISTERED NURSES #1 ON THE FIRST PAGE - “WEB” SECTION #1 ON THE FIRST PAGE - “VIDEO” SECTION 16
Tactic #5: Setting ExpectationsTerms and conditions. FAQs. Contracts. Statements of Work. All ofthese documents set expectations early and often.
Tools• Headers and Footers • Pay attention to the• Career Site company you keep.• Follow up FAQ email • How easy and• YouTube informative is your process?• Flowchart • Does your process match your internal processes? • How do I know what to expect?