This presentation explores the marketing fundamentals that HR pros need to know in order to build a communications strategy and effective brand both inside and outside of the organization. Attendees get a behind-the-scenes look at corporate marketing to see what it is really all about, what matters most for brand marketing, and how to effectively partner with marketing to achieve HR results. Topics include lead generation/nurturing, message creation and targeting, social media tools and tactics, content marketing, and engagement best practices. Learning objectives include how to apply marketing fundamentals and best practices to the HR function and how to leverage your HR brand inside and outside of an organization through content, engagement, and campaign management.

1. THE
FUNDAMENTALS OF
MARKETING FOR
RECRUITING & HR.

2. Matt Charney
Executive Editor
Recruiting Daily
@mattcharney
@RecruitingBlogs
Today’s Presenter

3. #FWHRMA
@mattcharney
@RecruitingBlogs
Let’s Tweet!

4. AGENDA
Why HR & Recruiting Pros Should Care About Marketing
The Marketing Process
Monitoring & Measuring Success
Content & Engagement Best Practices

5. WHY YOU SHOULD
CARE ABOUT
MARKETING

7. Similar job
responsibilities
Externally focused
Common business vision
Concentration on future
MarketerRecruiter
Attract
prospects &
convert to
clients
Attract
candidates &
convert to hires
RECRUITING =
MARKETING

8. WHY MARKETING MATTERS IN
RECRUITING & HR
Initial Relationship and Customer Status
(n=28,478)
Very Positive
(++)
Positive (+) Neutral
Negative
(-)
I was a customer of the company using
products/services.
25.20% 29.40% 21.90% 17.00%
I followed the company as a result of
company innovation.
11.90% 9.10% 7.60% 7.40%
I considered myself an advocate for the
current employee of the company. 9.80% 7.60% 6.60% 6.60%
I had friends/family that work for the 19.90% 16.60% 17.60% 16.80%
I had no relationship with the company. 33.20% 37.30% 46.30% 52.20%
Source: 2013 Candidate Experience Awards

9. THE CURRENT STATE OF
TALENT BRANDING
$85 Billion estimated annual spend on
recruitingnt & retention
$8.9 Billion estimated annual spend on
employer branding
3.2% of total corporate revenue spent on
employer branding
17% of corporate HR departments have
added brand
$3,479 average cost per hire for US
employers in 2012
$15,000 average cost of voluntary
turnover per employee
18% less average salary per worker at
companies with strong employer brand
strategies
61% of candidates would accept an offer for less money for the right employer
brand; 74% would not accept an offer due to employer brand issues alone.

10. Source: Techcrunch, TheNextWeb, ExpandedRamblings
1.2B
monthly active
users sharing
4.75B
content items daily
243M
monthly active
users sharing
500M
tweets daily
277M
monthly active
users sharing
34M
updates daily
of time spent on
social networks
83%
of time spent on
social networks
of time spent on
social networks
1.3%1.7%

11. 60% of the online recruiting
process happens before a
candidate ever directly
contacts an employer or
recruiter
- Conference Board

12. BRAND STRATEGY
www.hrfloridaconference.org

13. APPLYING
INBOUND
MARKETING
FUNDAMENTALS
FOR HR &
RECRUITING

14. Screening & SelectionSourcing Offer & Onboarding
Retention & Referrals.
Recruiting Methodology
MARKETING PROCESS

15. MEET INBOUND
MARKETING.
Definition: Inbound marketing earns the attention of customers,
makes the company easy to be found and draws customers to the
website by producing interesting content.

16. POP QUIZ!
Which of the following do you consider “recruiting
content”?
a. Blog Posts
b. Job Advertisements
c. Career Site
d. Social Media Career Pages
e. All of the above

17. What is recruiting content?
a. Blog Posts
b. Job Advertisements
c. Career Site
d. Social Media Career Pages
Pop Quiz!

18. POP QUIZ!
When you think about great marketing, what makes it great?
When it…
a. Surprises me, like a birthday discount
b. Knows my struggle and I think “wow I worked on that
yesterday!”
c. Sends me videos based on my preferences
d. Pulls at my heart strings. I love a good cry

19. POP QUIZ!
When you think about great recruiting or HR, what makes it
great? When it…
a. Surprises me, like a birthday discount
b. Knows my struggle and I think “wow I worked on that
yesterday!”
c. Sends me videos based on my preferences
d. Pulls at my heart strings. I love a good cry

20. Applicant ConversionTalent Pool Generation Seamless Apply
Process
Turn Employees into
Talent Ambassadors
Recruiting Methodology
THE HR MARKETING PROCESS

21. THE BAD NEWS FOR OUR INDUSTRYISTHATWE PERIODICALLY FORGETTHAT
PEOPLEARE NOTORIOUSLYBADATTELLING USTHE TRUTH.
-
STEPHEN NEEDLEPrimary
oEmployee Engagement Surveys
oOnboarding Assessments/Exit Interviews
oEmployee Focus Groups/Online Panel Research
oInternal Collaboration Tools (Sharepoint, Yammer)
Secondary
oOnline Company Reviews (Glassdoor, Vault, Indeed)
oAggregate Data by Industry/Function (Published Benchmarks)
oThird Party Vendors (Search Firms, External Consultants, Agencies)
oSocial Media & Word of Mouth
Market Research for HR

22. EXAMPLE PERSONA:
HUMAN RESOURCES

23. THE PAYOFF
83% Agree that
employer brand has
significant impact on
the ability to hire
great talent.
– Bersin

24. Applicant ConversionTalent Pool Generation Seamless Apply
Process
Turn Employees into
Talent Ambassadors
Recruiting Methodology
INBOUND MARKETING
METHODOLOGY

25. CASH IS KING
==

26. We all have motivators.
What gets you AMPT?

27. Driver #1: Advancement

28. Driver #2: Money

29. Driver #3: People

30. Driver #4: Technology

31. #1 #2
#3 #4

32. Applicant ConversionTalent Pool Generation Seamless Apply
Process
Turn Employees into
Talent Ambassadors
Recruiting Methodology
INBOUND MARKETING
METHODOLOGY

34. Creating Killer HR & Recruiting Content.
Awareness
Interest
Consideration
Selection
Finalist
Customer
Talent Attraction Funnel
Blogs
White
Papers
Online Reviews
PR / Press / Media
Analysts /
Publications
Email
SEO
Website
Webinars
Social
Video
Word of Mouth
Forums Infographic
12 touchpoints to make
a buying decision

35. More than half of employers do not use any tool to capture candidates
who do not apply, and about 20% are not sure if they do or not.
Base: All Qualified Employers: Total (n=374)
Q940 Do you use a lead form or shortened version of your application to capture candidates who do not apply?
Yes
23%
No
57%
Not sure
21%

36. Social & SEO:
Top performing traffic drivers for online lead generation
Traffic

37. REPURPOSE CONTENT UP TO 4X

38. The “lead” should be able to glance at
your email and, within five seconds,
know the value it provides them.
E-MAIL AUTOMATION

39. Applicant ConversionTalent Pool Generation Seamless Apply
Process
Turn Employees into
Talent Ambassadors
Recruiting Methodology
MARKETING METHODOLOGY

40. INBOUND MARKETING:
THE BUKOWSKI TEST
“Employees are consumers
of work. And like all
consumers, they have
choice.”
– Peter Cappelli

41. APPLICANTS = INBOUND
LEADS
56%
42%
2%
Rarely
Sometimes
Always
Frequency Of Not Finishing An Application
Base: All Qualified Job Seekers (n=316)
Q1152 Have you ever begun an online application and not finished it due to the number of steps / complexity?
Base: All Qualified Job Seekers Who Have Begun And Not Finished An Online Application (n=207)
Q1153 How often do you begin an application and not finish it?
No
40%
Yes
60%

42. MORE COMMUNICATION
Job seekers are looking for the personal
touch. About 2/3 expect more personalized
communication, and about 2/3 also expect
to get a call from HR after submission.
Base: All Qualified Job Seekers (n=316)
Q1180 Do you expect more personalized communication?
Q1185 Do you expect a call from a recruiter or hiring manager after submitting your applications?
Yes
62%
No
38%
Expect More Personalized
Communication
Yes
67%
No
33%
Expect A Call From A Recruiter After
Submitting Applications

43. IMPROVING CANDIDATE
EXPERIENCE
Base: All Qualified Job Seekers (n=316)
Q1110 What does a good job search / candidate experience mean to you?
40%
48%
48%
54%
56%
61%
61%
The application submission process allows me to highlight to an
employer my relevant experience and work history
Open jobs for the company are easy to find
Employers respond with phone calls
The application submission process is quick
I am updated on where I am in the process
I am notified if I am not the correct fit for the position
Employers respond quickly throughout the process

44. HOW TO MEASURE MARKETING
SUCCESS: METRICS THAT MATTER
Beginner:
• Unique visits to sites
• Time on Site
• Unique Visitors
Advanced:
• Incremental lift in applications
• Referrals
• Applicant Lifetime Value

45. GURU LEVEL MEASUREMENT
Sentiment Analysis: How passionate are
people about your work product? What is
market & consumer sentiment about your
employer brand?
Net Promoter Index: Recruiting doesn’t stop
at onboarding. Build promoters, not
detractors. Retention + Referrals
Share of Market: P&L impact on business;
inbound vs. outbound mix; share of voice
(“seat at the table”).

46. Get Employees Involved
Brand Ambassadors
Employee engagement is more than a survey. Take the time to get to
know your A-players and what makes them tick.
Brand Advocates
Be an enabler, not an enforcer. Provide tools, not red tape.
Brand Builders
Know your business – and
what it’s like to be the end
user of your HR product

47. THE BOTTOM LINE
• Win on Price Point:
Pay Your People Well (easiest fix)
• Win on Word of Mouth:
Treat Your People Well (way tougher)
• Win Share of Voice:
Train Your People Effectively (Brand Ambassadors, Policy, Formal &
Informal Learning)
• Win Sentiment Analysis:
Make work aspirational.
• Win Brand Equity:
Change the perception of HR by changing the way HR gets done.

49. Stay In Touch!
@mattcharney
@recruitingblogs
linkedin.com/in/mattcharney
matt@recruitingblogs.com
www.recruitingdaily.com
www.mattcharney.com
Facebook.com/recruitingblogs