Join Carrie Corbin, Global Workplace Executive, Strategist, and Consultant, for this discussion on some of the most common questions around building a global hiring and attraction strategy.

1. What You
Really Need to
Know to Build
an Effective
Global Hiring
Strategy
Carrie Corbin
Co-Founder and Managing
Partner at Hope Leigh
Marketing Group
Shelley Reece
Director of Operations,
Human Resources Today
12:30 pm PDT
3:30 pm EDT
8:30 pm GMT
Human Resources Today
Exclusive Webinar
July 12, 2022
With
&
What You
Really Need to
Know to Build
an Effective
Global Hiring
Strategy

2. You should always hire the best person or team for the job. That often requires
international talent. As an international PEO (professional employer organization),
Globalization Partnrs can help you get those people—no matter where they are—on
your team in hours. If you see an opportunity that requires international talent, your
competitors probably do, too. It’s a race. Who can hire that person or team the fastest?
If it’s not you, you may be stuck where you are. Or worse, fall behind. Globalization
Partnres has their own business entities set up in nearly every country in the world
meaning the legwork required for you to hire and manage international talent is
already done. They’re your competitive edge. Whenever you have to get somewhere
fast.
03

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4. Carrie Corbin
Co-Founder and Managing
Partner
at Hope Leigh Marketing Group
04

5. Agenda
1. Considerations
2. Localization
3. Advertising
4. Remote Hiring
5. Diversity

6. Considerations

7. It’s no longer enough
to just BE a good
company to work for
You must also BE
KNOWN as a great
place to work.

8. Global Employer Brand: Basics
➔ What is your employer brand saying about you - in general - as well as by market?
➔ How are you telling your story - - or are you even telling your story?
➔ Are you reliant (or overly reliant) on having a well-known consumer brand?
➔ Does your employer brand answer the WIIFM (What’s In It For Me) for the job seeker?

9. Global COVID Economic Considerations
While there are vast differences in global economies, there are a few trends which
have impacted most countries:
➔ Mid-way through 2021, the world began to open back up & posted record
numbers of jobs - ALL AT ONCE.
➔ At the same time, workers decided they weren’t in a hurry to return to the
traditional way of working for a multitude of reasons.
The net:
◆ Fewer searches for jobs on Google (the lowest ever recorded)
◆ Job searches seeing fewer clicks (lowest of all time)
◆ Worker quits at record rates, which we now know was a result of a shift in job seeker
behavior & priorities that drove the great reshuffling vs. the great resignation.
◆ Resulting in increasing wages & hiring bonuses
The ‘reservation wage’
The salary job seekers
need to accept a job -
rose dramatically during
the pandemic, especially
for non-degreed job
seekers!

10. Record-level Job Openings in the United States
Source: US Bureau of Labor Statistics

11. ….and around the world!
Source: Indeed Hiring Lab
Job Postings are a real-time
measure of labor market
activity.
On July 1st, 2022, job postings
across these 5 markets were
65% above Feb 1, 2020 (the
pre-pandemic baseline), after
adjusting for seasonal
variation.

12. The Employer is No Longer King
More jobs + Fewer Active Job
Seekers
This is the formula which puts job seekers in the driver's seat
for the first time in history.
Job seekers have more choices in interviews, offers, to decide which jobs
they may be interested in, which ones they will consider and ultimately - will
accept & what salaries they expect.
Which means your Employer Brand Matters now, more than ever.

13. What about the lay-offs? And the recession?
➔ Layoffs are near a multi-decade low, but a large
enough rise in the rate of workers losing their jobs
could be a sign that the labor market is not just
slowing down but moving backward.
➔ The US labor market remains hot as demand for
workers outstrips worker readiness to take jobs,
even if there are signs it is cooling.
➔ This overshoot of demand is the root cause of the
current strong wage growth, though inflation has
diluted those gains and wages are no longer
accelerating.
➔ The number of jobs continues to grow briskly
as demand remains elevated, even as the
recovery slows as employment approaches
pre-pandemic levels.

14. Localization
When, why, and what you should consider

15. Everyone ends up
somewhere.
Few people end up
somewhere on
purpose.

16. ➔ Market-based advertising activation
◆ Supply & Demand Analysis +
● Assess barriers to entry for {diverse} talent
by job family
● Evaluate available talent supply and hiring
difficulty of the desired locations
● User behavior and candidate expectations
◆ Channel Strategy +
◆ Geotargeting
Impactful approaches to
market specific job
opportunities in specific
markets

17. Native Language & Hyperlocalization
Native language translations:
➔ Google translate is not sufficient.
◆ The American tone and culture still isn’t addressed just by translating the words.
◆ In Greece: Caesar salad translates to Cedar Salad (ironic) and croutons translate to crusty bread?
➔ bUT wE oNLy hiRE ENGLISH spEAKerS!
◆ People search for jobs in their native language. Your ENGLISH only search ads and job postings will NEVER show
up in someone’s search results who search in their native language.
◆ The advertisement is *not* your knock-out question for English comprehension. If people never see your ad, it
doesn’t matter what language its in. It must be searchable and findable.
Hyper-localization:
➔ We’re only recruiting in countries where people speak English, so our US based career site is fine.
◆ Different cultures work differently than we do and if we can’t answer the WIIFM for the local market on our career
site or job postings, why should they expect we would do any better in the day to day work life?

18. Hyper-local, native
language landing
pages are your
friend.

19. Advertising
Where do you even start?

20. Half the money I
spend on
advertising is
wasted
The trouble is I
don’t know which
half!
~ John Wanamaker (1838-1922)

21. Advertising Foundations
Many companies do some of these well, but not all…
➔ BRAND AWARENESS: Do people know who your company is - as an employer - especially if you are not a known consumer or B2B
brand in a foreign market? If not, this is a key goal for your advertising to drive awareness and interest, because….
➔ ADVERTISEMENTS: Just saying “Now Hiring” Isn’t enough.
◆ You must ensure brand awareness before you can drive consideration and desire, and then…
◆ You still must attract, engage, compel them to take action.
➔ DESTINATION STRATEGY: All paths lead to either your career site or your job postings. Or do they?
◆ Just because you build a career site or post your openings on the career site, doesn’t mean people can find it.
◆ You must build the awareness + advertising strategy to drive people to the source of your jobs and your employer brand story.
◆ In a global market, the story you tell in the US often is *not* effective to drive interest - and may even repel talent in non-US
markets.
◆ If you don’t have a compelling story to tell on your primary career site, then you may need to focus hyperlocal job postings
and/or hyper-local landing page strategy for key global markets.
➔ METRICS: Clearly defined goals and success measures are your friend…. gotta figure out which half!!!

22. Holistic Approach to Talent Attraction
There’s more to strategic Talent Attraction
than just job boards!
➔ How does your brand build credibility
with job seekers in other markets?
➔ Does your company rely exclusively on
job postings (inbound)?
➔ Are you leveraging sourcing (outbound)
to drive brand awareness and build
relationships and pipelines?
➔ And are you building a talent community
of warm leads, silver medalists, career
fair & event participants, etc to market
to and source for future opportunities?
Sourcing Tools: Consider options beyond the traditional resume databases of LI that leverage AI,
Open Web technologies and can factor in diversity elements & industry segments

23. Job Postings
A common mistake with job *postings* is mistakenly using our job *descriptions* as advertisements.
This is unfortunately, a poor industry-wide practice driven by technology under the guise of efficiency,
that is only exacerbated when we try and use the same description / posting, globally.
➔ Job Descriptions: are internal legal documents designed to mitigate risk.
➔ Job Postings: are advertisements. Different purpose than a JD.
◆ YOU. DO. NOT. HAVE. TO. POST. ALL. THE. THINGS.
➔ Native Language / Translations: Job seekers search in their native language, which means - in
most cases - they will *not* find your postings or see your ads in English, even if they speak it
fluently.
◆ Language and Localization: If you are recruiting in a country where English is secondary, you need to consider
postings (and advertisements) in native language that also speak in a tone aligned to local culture (i.e. not American)
◆ Google Translate or any automated tools are not the solution. Find an internal employee who can translate or hire a
translator or an agency partner to help. (This is the biggest obstacle we see as recruiters aren’t translators or
copywriters and we often hear, “They don’t have time”)
◆ A/B Test: If you need to prove your case, consider testing a small sample of jobs written in native language or written
in both native and English.
● This *only* works if you have effective tracking in place via Google Analytics & UTM’s for example, as you need to
see more than just applications - but you need to see views and engagement as well.
If your career site is
the house, the job
posting is the garage.
And most people go
straight to the job
posting (i.e. the
garage) and never see
the fancy house
you’ve built.

24. Landing Page Strategy
In the absence of a truly global, native career site experience -
we often recommend building a compelling micro-site or
landing page that…
➔ Tells the story of that location (workspace, culture, benefits)
➔ speaks to key jobs you are hiring for in that market
➔ but is done in a way that answers the “Here’s what's in it for
you to consider these jobs and our culture”
➔ coupled with a focused - native language - advertising
campaign focused on brand awareness + application driving
elements.
Rather than the job, utilize your langing page as your
destination for your advertising.
When you create your advertising strategy, for any non-job
board, digital campaigns - create a microsite and/or
landing pages for each campaign geared towards the local
audience and/or key jobs in that location.
At a minimum, your basic landing pages should include:
● A relevant (employee image) banner/header image
at the top
● Compelling copy that answers the What’s in it for
me (WIFM) - employee experience and is not
overly job / company centric
● A clear call to action
● Supporting content to help the candidate decide to
take action, such as localized images, videos,
blogs and similar jobs
● If you don’t have a CRM with the ability to build
quick, localized (native language) pages - build in
a tool like WordPress to give ability to expand /
modify as needed.

25. Landing Page Designed for Impact
Career sites and landing pages are your ‘storefront’ not just for jobs, but for
ensuring prospective candidates know what it's like to work for you and
should be able to glean why they might *want* to work for you.
For hard to fill positions or markets, we recommend a landing page targeted
to your specific campaign needs that makes it easy to capture the lead
without requiring a complete application.
What should a good Landing Page include?
➔ Compelling copy that answers the What’s in it for me (WIFM)
➔ Clear call to action to complete the opt-in form that is quick and
only takes a few minutes.
➔ Supporting content to help the candidate decide to take action,
such as localized images, videos, testimonials, and similar jobs
➔ Links to additional jobs
➔ Clear, compelling advertising language in job postings

26. General Global Advertising Best Practices
Always On (aka Table Stakes):
➔ Core Global: Performance based where possible, but “core 4” for the most
effective & efficient reach in key international locations will drive the majority of
*trackable* non-agency hires:
◆ Programmatic (Jobs): Performance based, not locked into long-term contracts
and ensures you have a multi-channel job advertising media mix to cast the
widest net at the lowest cost, based on a ‘pay for performance’ model. Mostly
only available in the US.
◆ Strategic use of LinkedIn Slots & Seats (yes, #$%@):
● Profile + All Jobs + Country / Job Specific Display Ads
● Recommended for professional and mid to senior roles in most
markets.
◆ Glassdoor + Indeed Sponsored Posts (outside of the US):
● Sponsored Profiles, Sponsored Jobs + Branded Display Ads in key
countries
● useful for most positions except senior, highly specialized (such as
doctors, attorneys, pilots, etc).
◆ SEM / PPC / Programmatic Display (Google, etc)
● Search Ads: Recommended for more junior & mid career positions for
more active job seekers who are apt to make a change.
● Display: Recommended for more brand awareness, remarketing to
active and engaging passive job seekers.
As Needed Campaigns (examples)
➔ Search Engine Marketing (Search Ads, Display, Re-targeting):
◆ Get in front of the 80% of active and passive job seekers who start their
job search on Google & reach passive candidates across the web on sites
where they already are.
➔ Programmatic Display & Social Media Advertising:
◆ Target candidates with careers branded ads where they spend time online,
by location and interests with ads on LinkedIn, Facebook & YouTube
(using video), as well as Twitter, Reddit, Quora, etc.
➔ Mobile:
◆ Strategic use of SMS & QR Codes to drive to landing pages!
◆ WhatsApp: Consent-based. WhatsApp has built-in systems to guarantee all
your marketing messages are warranted. Keeps the spam away, and end-users
happy.
◆ Geofencing: Useful for targeting competitors as well as event
attendees.Location based, mobile ads served across a variety of digital
platforms targeting those who may not be looking for jobs, delivered via
phone.
➔ Events still work! But they take a lot of work!
◆ Information sessions, thought leadership & speaking engagements with
local leaders engaging with key target communities can be very effective.
➔ Out of Home: $$$ but can be very effective for driving brand awareness in local
markets, particularly when paired with local events or geo-fencing campaigns.
On average, job seekers will interact with a brand 10-14 times before they convert. As a result, most countries will benefit from a centralized global “always
on” strategy with a combination of display advertising for brand awareness and performance based job postings for application drivers.

27. Only *AFTER* all of
those options have
been utilized, do we
seriously consider
local job boards*.
* In most cases

28. Remote Hiring
How do you manage across multiple countries and what are the
implications to your advertising strategy?

29. More employers are offering remote as more job seekers are
likewise searching
➔ Employers are far more likely to offer remote work
now than before the pandemic, with 9.4% of
postings on Indeed advertised as remote in May
2022 compared with 2.7% in 2019, a 6.7
percentage point increase.
➔ While every sector is more likely to advertise these
options, the spread is substantial, ranging from
0.5% in Beauty & Wellness to 38.6% in Software
Development in May 2022.
➔ The rise of remote postings has been largest in
sectors that advertised remote work at higher
rates before the pandemic.
➔ On the employer side, research using data across
20 countries from the Indeed Hiring Lab and the
Organization for Economic Co-operation and
Development (OECD) found, as measured by
remote advertisements, the pandemic-related
increase in adoption of remote work has not
significantly reversed despite easing of public
health restrictions. Other research shows
employers increasingly view the rise of remote
work as a permanent feature of managing their
workforces.
The return to worksites may be picking up, but remote options are here to stay. Job seeker interest in remote work continues to be high, with the overall
share of searches for such jobs on Indeed still well above pre-pandemic levels.
Potential job switchers, particularly women, commonly cite a desire for remote work as a reason they want a new job.

30. Remote recruiting across multiple countries
● Programmatic Jobs: In the US, you can leverage geo-expansions which enable you to post
in multiple locations without creating multiple requisitions.
● LinkedIn: If you have an enterprise contract with unlimited postings, this is easier to
manage with location based hashtags for geo-expansions.
● Indeed: Will only pick up the primary location - which may not always be the first location
you list in your requisition. I don’t make the rules.

31. Diversity Considerations

32. A nod to diversity and inclusion efforts
Diversity, Inclusion and Representation should be an undercurrent and present in all of your TA
strategy vs. a stand-alone effort. However, it IS important to note that other countries do not take
the same approach to diversity as the US does.
➔ You should aim to strike a balance between your corporate goals and the local culture:
◆ Diversity will generally be targeted to women, if at all.
◆ Be hyper aware of “representation” in your local market. A display ad of a single Black employee for example, likely
will not resonate in your Asian or Eastern Eureopean markets.
➔ In general, diversity job sites are a waste of money as we don’t identify by our diversity markers
when we look for jobs.
◆ Your objective should be to identify and reduce barriers to entry for the underrepresented groups, as well as to taking
efforts to ensure - as a smaller sample - that you surface that talent that does apply to ensure they are reviewed.
◆ Therefore, it’s much more effective to employ strategic sourcing strategies to ensure you are reaching out to and
engaging with your target groups and can take a more white glove approach to ensure they are reviewed and/or
considered.

33. Co-Founder and Managing Partner at Hope Leigh
Marketing Group
/in/shelleyreece/
@HRPosts
humanresourcestoday.com
Q&A
Carrie Corbin Shelley Reece
Director of Operations,
Human Resources Today
/in/carriecorbin
hopeleighmarketing.com
carriecorbin.com
Human Resources Today
Exclusive Webinar

34. Appendix

35. Strong wage growth, but inflation impacting gains
Strong demand for workers combined with acute
hiring difficulties across multiple sectors have driven
wages up roughly 6% on an annual basis, a higher
growth rate than at any point in over the past 20 years.
This is what economists call nominal wage growth —
that is, pay gains before taking inflation into account.
However, rising prices are eating away those gains
and causing many employees to lose ground when it
comes to actual purchasing power.
One of the biggest questions for the US economy is
the future path of nominal wage growth. Wages are no
longer accelerating and may be starting to slow as
competition for new hires tempers. Should wage
growth dip considerably, inflation would have to drop
substantially to keep even more workers from seeing
their inflation-adjusted wages decline.

36. Workers Quitting at High Rates of 21st Century
A remarkable 3.2% of private sector workers voluntarily left their jobs in April 2022. This high volume of quitting reflects strong demand for workers and has been concentrated
in lower average-wage industry sectors such as manufacturing and leisure and hospitality. Some sectors have seen a pick up in quitting as of late, namely construction and
financial activities.