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iRecruit Recruitment Marketing 101 Training

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iRecruit Recruitment Marketing 101 Training Class Recruitment Marketing Strategies You Can Use Today

1.     What is Recruitment Marketing?
2.     The Impact of Recruitment Marketing on Employers.
3.     What Is the Recruitment Marketing Funnel?
4.     Best Practices: How your Applicant Tracking Software (ATS) can be used for Recruitment Marketing.
5.     Techniques and Strategies To Implement Today.
6.     Creating and Using Social Media Content to Nurture Prospective candidates.
7.     How does Recruitment Marketing Improve the Candidate Experience?

www.iRecruit-Software.com

Published in: Recruiting & HR
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iRecruit Recruitment Marketing 101 Training

  1. 1. Applicant Tracking & Onboarding Software Recruitment Marketing 101 Recruitment Marketing Strategies You Can Use Today www.iRecruit-Software.com iRecruit TM
  2. 2. Recruitment Marketing 101 1. 1. What is Recruitment Marketing? 2. The Impact of Recruitment Marketing on Employers. 3. What Is the Recruitment Marketing Funnel? 4. Best Practices: How your Applicant Tracking Software (ATS) can be used for Recruitment Marketing. 5. Techniques and Strategies To Implement Today. 6. Creating and Using Social Media Content to Nurture Prospective candidates. 7. How does Recruitment Marketing Improve the Candidate Experience? 8. Q&A www.iRecruit-Software.com
  3. 3. What Is Recruitment Marketing? 2. Recruitment marketing is a combination of strategies and tactics an organization uses to find, attract, engage and nurture talent before they apply for a job, called the pre-applicant phase of talent acquisition. www.iRecruit-Software.com Employer Branding Recruitment Advertising Recruitment Marketing
  4. 4. The Impact of Recruitment Marketing on Employers 3. • Customer Service Approach to Recruiting • Competition is Fierce for Qualified Talent • Having to work harder to attract and retain employees www.iRecruit-Software.com
  5. 5. How has the importance of recruitment marketing changed over the last two years? 19% 44% 28% 5%4% It has become much more important It has become more important Its importance has stayed about the same It has become less important It has become much less important Value Percent Count It has become much more important 19.6% 100 It has become more important 43.6% 222 Its importance has stayed about the same 28.1% 143 It has become less important 4.7% 24 It has become much less important 3.9% 20 Totals 509 4.www.iRecruit-Software.com
  6. 6. What trends do you think are primarily behind the growth of recruitment marketing? 5.www.iRecruit-Software.com Value Percent Count The tightening of today's labor market 52.1% 172 The entry of the Millennial generation into the workforce 63.3% 209 The growing importance of social media 66.7% 220 Media hype about such solutions 16.1% 53 The need to integrate online recruitment tools (job boards, career centers, etc.) 55.2% 182 Stiff competition for talent 66.7% 220 Technological improvements 59.1% 195 Paradigm shifts about how employers view recruitment 45.8% 151 Other - Write In 2.1% 7
  7. 7. Which of the following are included in your job marketing processes? www.iRecruit-Software.com Career site (i.e., all of the organization's employment sites) Employee referrals (i.e., finding leads in the company's human network) Recruiting events (i.e., events such as job fairs and webinars, online or in per SMS recruiting (i.e., using text messages on mobile devices) Social recruiting (i.e., use social media to post jobs and get leads) Sourcing (i.e., the process of generating leads) None of the above Other - Write In 71.6% 54.3% 4.7% 0.3% 73% 12% 60.2% 40.1% 6.
  8. 8. iRecruit Apply Post Job Review Interview Offer Hire Past Recruiting Process “Post and Pray” 7.www.iRecruit-Software.com ?
  9. 9. The Recruitment Marketing Funnel 8.www.iRecruit-Software.com Awareness Interest Active Search Application Evaluation Hire
  10. 10. AWARENESS 9.www.iRecruit-Software.com 1. Company Website – don’t hide your career center 2. Job Boards and Aggregators – Monster, Indeed, ZipRecruiter, Google. 3. Use Social Media – go where your audience is 4. Community Events – Job Fairs 5. College Networking 6. Paid Advertising (Google, Facebook, LinkedIn, Newspapers) 7. Being in the news
  11. 11. AWARENESS 10. 1. Company Website – don’t hide your career center 2. Job Boards and Aggregators – Google, Indeed 3. Use Social Media – go where your audience is 4. Community Events – Job Fairs 5. College Networking 6. Paid Advertising (Google, Facebook, LinkedIn, Newspapers) 7. Being in the news 8. Multi-lingual population www.iRecruit-Software.com
  12. 12. INTEREST – Nurture your Prospects 11. 1. Join Talent Network 2. Email Newsletter listing jobs and company news (opt-in) 3. Text Alerts for jobs or news (opt-in) 4. Share Social Media Content 5. Video – About Us www.iRecruit-Software.com
  13. 13. ACTIVE SEARCH 12.www.iRecruit-Software.com 1. Be FINDABLE on Google, Indeed, ZipRecruiter, Monster etc. 2. Be VISIBLE on your company website. 3. Search Engine Optimization – write your job descriptions to capture interest. – Use searchable terms not vague internal only titles “Adm Ast. II” – Include video content. – Make it easy to read – use scannable lists 4. Call to Action – Apply Now / Join Newsletter / Talent Network
  14. 14. APPLICATION 13. APPLICATION – Applicant finally reaches their destination and submits their information for your job. NURTURE – Continue to communicate with candidate throughout your hiring stages. UPDATE – Use text message or email to update candidate on status – or if there is any delay. INFORM – Use your career portal or candidate communications to share useful information about the benefits of working with you. www.iRecruit-Software.com
  15. 15. EVALUATION – Continue to Communicate 14. Evaluation – Compare applicants side by side. Interviewing • Make sure candidate has instructions on what to bring, what to wear, how to get there, and who they will meet. • Don’t be vague about what happens after the interview. Be as transparent as possible. Not Hiring – let the candidate know. Also, if not already in your talent network, let them know how to join. www.iRecruit-Software.com
  16. 16. HIRE 15. Congratulations and Welcome! • Recruitment Marketing doesn’t stop when you hire someone. Your employment brand message continues through electronic onboarding, using welcome emails, and employee handbook and well into the new hire’s tenure with your organization. • Show your new hires some LOVE on their first day! –Managers need to prepare –Desk is set up / equipment available –Make introductions www.iRecruit-Software.com Welcome!
  17. 17. The Recruitment Marketing Funnel 16.www.iRecruit-Software.com Awareness Interest Active Search Application Evaluation Hire
  18. 18. ATS Best Practices: How your ATS Can Be Used 17.  A single point of entry. Use as a CRM – collect contacts/leads to nurture. Communications – email blasts and newsletters. Automated correspondence. Career Website/Portal – used as a branding tool, your message, your videos, your content as a great place to work. Employee Referrals – track referrals through your ATS. www.iRecruit-Software.com
  19. 19. ATS Best Practices: CRM 18. • A CRM is a “Customer Relationship Management” software. Your ATS can act as a CRM by collecting contacts/leads to nurture. • Use a mobile friendly “short form” application – only collecting basic info from candidates. www.iRecruit-Software.com
  20. 20. ATS Best Practices: Communicate! 19. Communications – email blasts and newsletters. Your ATS is a valuable source of leads, neatly organized by job. Send targeted email blasts to candidates to advertise available roles. Send your employment newsletter. Stay in touch with candidates, by spoon feeding them useful information about your organization. *Don’t forget to ask permission to contact via email! www.iRecruit-Software.com
  21. 21. ATS Best Practices: Career Page 20. Career Website/Portal – used as a branding tool, your message, your videos, your content as a great place to work. Don’t hide on your website, the fewer clicks the better. Use Video to tell a story. Job Descriptions – review and make sure are relevant to the person you want to hire, and keyword rich. Make it easy to apply – short mobile friendly application. If applicant is not ready to apply, make it easy to stay in touch. www.iRecruit-Software.com
  22. 22. Employer Branding Recruitment Advertising Recruitment Marketing Career Site: 8 Things to Do Today! 21. 1. Company Values & Culture Applicants want to visit your website to learn more about your company before they consider applying. What’s it like working at your company? What is the employee culture like? This is how you let applicants know you are an Employer of Choice. www.iRecruit-Software.com
  23. 23. Career Site: 8 Things to Do Today! 22. 2. About Us Video Tell your brand story with video content. • About Us Video • Video Job Description • Tour your facilities www.iRecruit-Software.com
  24. 24. Career Site: 8 Things to Do Today! 23. 3. Diversity / Equal Opportunity Employment Statement All company career websites should include a statement that you are an Equal Opportunity Employer. www.iRecruit-Software.com
  25. 25. Career Site: 8 Things to Do Today! 24. 4. Job Application & Available Job Openings (linked with your Applicant Tracking Software) • Use your applicant tracking software to keep your list of open jobs as fresh as possible. Highlight new or featured positions. • If you’re not currently hiring, you can still solicit resumes and interest for future consideration or for your talent network. • Employment Application forms should be kept as simple as possible to make it easy-to-use, mobile and candidate friendly. www.iRecruit-Software.com
  26. 26. Career Site: 8 Things to Do Today! 25. 5. Employee Benefits • Above and beyond company culture, what are the benefits of working with your company? • Do you offer Health Insurance, Dental Insurance, 401(k), Education Reimbursement, Holiday and Vacation Pay or Pizza on Friday afternoons? • Listing all your employee benefits makes your company more attractive to passive candidates than companies that do not list any benefits. Don’t hide this information, make it visible and easy to find. www.iRecruit-Software.com
  27. 27. Career Site: 8 Things to Do Today! 26.www.iRecruit-Software.com 6. Social Networking Links • Take advantage of your own built-in audience to attract and engage passive candidates using social media. • Sharing your job openings and content, on these networks, and asking for your friends, colleagues and followers to share your posts can help build an audience of passive candidates and contributes overall to building your employment brand.
  28. 28. Career Site: 8 Things to Do Today! 27. 7. Newsletter Sign Up • You may not have an opening that the potential candidate is currently interested in. That doesn’t mean you should miss a chance to connect with them. • A weekly or monthly newsletter is a great way to keep in touch with potential candidates to let them know when you have new positions available. www.iRecruit-Software.com
  29. 29. Career Site: 8 Things to Do Today! 8. Add a Chat Bot Get interactive, respond to questions instantly. www.iRecruit-Software.com 28.
  30. 30. Techniques and Strategies To Implement Today 29. • Social Recruitment: Thriving on the reach and popularity of social media, many recruiters are going the social media way to attract top talents. • Building relationship with top talent: Ensued by social media way of hiring, getting closer to candidates and building meaningful relationship with them are emerging trends. This is an ongoing process of creating a talent pool, by focusing on prospective candidates, even those that aren’t looking for a career move but still like to be in the know of potential jobs at your organization. • Applicant tracking systems (ATS) : Recruiters are turning to recruitment software to help them increase the efficiency of the process. www.iRecruit-Software.com
  31. 31. Techniques and Strategies To Implement Today 30. 1. Branding and Messaging Consistent Across All Communication Channels 2. Spruce up your Careers Page and make it easy to find 3. Live Chat Bot 4. Rewrite Job Descriptions/Advertisements to support brand message and include a strong call to action 5. Share Social Media Content 6. Show Career Pathways www.iRecruit-Software.com
  32. 32. Career Pathways 31.www.iRecruit-Software.com Video tour of facility.Video tour of facility. Great way for Entry Level employees to see a future with your organization
  33. 33. Career Pathways 32.www.iRecruit-Software.com Video tour of facility.Video tour of facility. Shows the progression from entry level associate to CEO!
  34. 34. Career Pathways 33.www.iRecruit-Software.com Video tour of facility.Video tour of facility. Works for almost any type of role.
  35. 35. Nurture Candidates with Social Media Content 34. 1. ABC Company Is Hiring…. #wearehiring 2. In the news…. 3. Message from the C.E.O. 4. About Us Video. 5. In the community or volunteering. 6. Spotlight an employee or a role. 7. Share a great review you received. 8. A completed project that your organization worked on. 9. Industry news. 10.Video tour of facility. www.iRecruit-Software.com
  36. 36. Nurture Candidates with Social Media Content 35. 11.Video job descriptions. 12.Blog Posts. 13.Notice of industry events you will attend. 14.Photo of events attended. 15.Job Fair or Open House Alert. 16.Any industry or local awards received. 17.FAQ About Applying for You. 18.Benefits you offer. 19.Your innovations. 20.Interview with employee about job/role. 21.Show Career Paths/Pathways. www.iRecruit-Software.com
  37. 37. Keep Tabs on Your Competition 36.www.iRecruit-Software.com Check out what your competition is doing right (and wrong). Do they have any ideas you can borrow? McDonalds vs Burger King– they both are exactly the same, they pay the same, same locations, have the same type of positions. So why would an applicant choose one over the other? Sometimes it’s as simple as making sure people know you’re hiring.
  38. 38. What do you view as the primary benefits of recruitment marketing? 37.www.iRecruit-Software.com Differentiate talent segments Fill jobs more quickly Identify qualified candidates Market to targeted talent segments Passive candidate engagement Talent community development Target specific candidates There are no benefits Other - Write In Differentiate talent segments Fill jobs more quickly Identify qualified candidates Market to targeted talent segments Passive candidate engagement Talent community development Target specific candidates There are no benefits Other - Write In 58.6% 0.9% 38.1% 56.8% 72.4% 52% 37.2% 50.5% 1.5%
  39. 39. How does Recruitment Marketing Improve the Candidate Experience? 38.www.iRecruit-Software.com Continuous leads through ATS and Talent Network Content Sharing across channels nurtures candidates and reinforces brand message Shorter employment application – make it easy to apply and mobile friendly Communication makes for happier candidates – don’t become a black hole! Career center is the number one place candidates will go to find out more about you. Make your message count! Recruitment Marketing does not end with hire – continue messaging throughout employee life cycle
  40. 40. Questions? 39.www.iRecruit-Software.com Continuous leads through ATS and Talent Network Content Sharing across channels nurtures candidates and reinforces brand message Shorter employment application – make it easy to apply and mobile friendly Communication makes for happier candidates – don’t become a black hole! Career center is the number one place candidates will go to find out more about you. Make your message count! Recruitment Marketing does not end with hire – continue messaging throughout employee life cycle
  41. 41. 1-860-269-0959 lstrong@iRecruit-Software.com www.iRecruit-Software.com Find Us: 321 Main Street Farmington, CT 06032 Thank You! iRecruit TM

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