Attracting qualified technicians takes more than a "help wanted" sign in the window. Learn the latest in digital recruitment trends, why you need a recruitment strategy, and how to build a great one.

1. Hiring in Today’s Digital Age
Maria Mayorga, Director of Strategy, Coalmarch

5. We all have a problem.

6. We need good people to make great money.

7. The cost of replacing an employee is
roughly 30% of their salary.

8. These are the things we all know:

9. We don’t work in a sexy field
These are the things we all know:

10. We don’t work in a sexy field
Hiring is important
These are the things we all know:

11. We don’t work in a sexy field
Hiring is important
We need a system in place
These are the things we all know:

12. We don’t work in a sexy field
Hiring is important
We need a system in place
Millennials make up the majority of our applicants
These are the things we all know:

13. We don’t work in a sexy field
Hiring is important
We need a system in place
Millennials make up the majority of our applicants
Making a change is not easy
These are the things we all know:

14. Our Applicant Pool

16. Why do I care about diversity?

17. When we attract more diverse candidates,
we are able to fill our jobs FASTER with
more QUALIFIED applicants.

18. CONVERSATION STARTER
Show of hands, who here has worked on
their sales funnel in the past six months?

19. The Recruitment Funnel

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21. 1. ATTRACT

22. All of the things we know about marketing
apply to recruitment.

23. We have to build a digital strategy to recruit
candidates

24. There are seven components in the digital
recruitment strategy

25. 1. Create and measure goals
2. Build your brand and website for both leads
and applicants
3. Identify your unique value proposition for
applicants
How to Attract Quality Candidates

26. 4. Create content for job seekers
5. Generate reviews on Indeed and Glassdoor
6. Pick platforms to maximize your efforts
7. Analyze the entire experience
How to Attract Quality Candidates

27. 1. Create and measure goals

29. Are you planning for 2018
or reacting to 2017?

30. 2. Build your brand and website for
BOTH leads and applicants

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36. Prospective employees
shouldn’t have to hunt for
the careers section!

37. 3. Identify your unique value
proposition for applicants

40. 4. Create and optimize content for
job seekers

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45. Optimize your career
pages!

48. 86% of job seekers use
their mobile phone to look
for jobs.

52. 5. Generate reviews on Indeed and
Glassdoor

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59. 6. Pick platforms to maximize your
efforts

62. 7. Analyze the entire experience

64. KEY TAKEAWAYS
Execute a digital recruitment strategy that
includes recruitment goals

65. KEY TAKEAWAYS
Build your website for leads AND applicants

66. KEY TAKEAWAYS
Create an internal campaign to generate
reviews on Indeed and Glassdoor

67. 2. CONVERT

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69. Textio Image

70. Textio Image

71. Textio’s machine intelligence platform has proven
that the language you use in a job post actively
changes who will even consider applying for
your job.
Textio

72. Which directly impacts the quality and diversity of
your applicant pipeline.
Textio

73. Crappy job listings
=
Crappy Applicants
=
Wasted Time and Money
What does Textio tell us?

74. CONVERSATION STARTER
When is the last time you rewrote your job
descriptions?

75. There is an art to writing a
job description.

76. Growth vs. Fixed Mindset
Language

77. Growth vs. Fixed Mindset Language

78. Textio’s analysis found that roles that are
ultimately filled by women are twice as
likely to contain growth mindset language.

79. In other words, by using this type of
language, hiring managers can attract more
women, but they don’t risk alienating men.

80. Postings with fixed mindset phrases filled 11 TIMES
more slowly than those that did not.
Growth vs. Fixed Mindset Language

81. Growth vs. Fixed Mindset Language

82. The Textio Analysis

84. The average Textio score was a 40.
Average Score

85. The average Textio score for the bottom
10 was a 26.
Average Score

86. We aren’t doing enough!

87. CONVERSATION STARTER
Show of hands, how many people in here
show salary on their job postings?

88. 74% of applicants want to see salary more than any
other feature in a job posting.
Salary: To show or not?

89. 9 listings out of the 30 analyzed listed salary in the
job posting.
Salary: To show or not?

90. Only 2 in the bottom 10 listed salary.
Salary: To show or not?

91. Long descriptions can hurt you. But so can short
ones.
Average Length

92. Textio’s research suggests that candidates scan job
listings for fewer than six seconds.
Average Length

93. The average length in the top 100 was 374 words.
Average Length

94. There were outliers. The longest was 1,189 words and
the shortest was 60 words.
Average Length

95. What types of companies stood out?

96. What types of companies stood out?

100. What were the main problems?

101. Listings were too short
What were the main problems?

102. Listings were too short
The listings were missing the equal opportunity
statements
What were the main problems?

103. Listings were too short
The listings were missing the equal opportunity
statements
They need more “you” statements
What were the main problems?

104. Listings were too short
The listings were missing the equal opportunity
statements
They need more “you” statements
Used too much directive language
What were the main problems?

105. What is the perfect job description?

106. Pay attention to the title
Keep it simple
Talk about company culture
Mention salary (or give a range)
Steps to writing the perfect job description

107. KEY TAKEAWAYS
Rewrite your job descriptions and include
bullet points, “you” statements, and less
directive language.

108. 3. CLOSE

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111. It is particularly important to maintain a good
relationship with millennials because they will be
the first to tell their friends about their experience.
(Good and bad)
Millennial Candidates

112. Job seekers say 4 out of 10 of their applications
never receive a response or any type of
communication.
Nurturing Funnel

113. CONVERSATION STARTER
How many people in here have a system in
place to nurture candidates you don’t hire
immediately?

114. The best digital marketers understand they are not
going to convert every buyer in their first
transaction.
Nurturing Funnel

115. And recruiters need to think the same way
Nurturing Funnel

116. How to Nurture Quality Candidates
Create an email marketing campaign to regularly
reach out to candidates
Encourage your managers to also reach out
(personally to candidates)
Keep job postings up all year and maintain
communication with (all) candidates

117. 4. DELIGHT

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119. HUPPSA!

120. Helpful
Upstanding
Positive
Passionate
Smart
Authentic

121. FINAL THOUGHTS

122. coalmarch.com/forgely

125. THANK YOU!

126. Questions?

127. Hiring in Today’s World
Maria Mayorga, Director of Strategy
Coalmarch Productions
maria@coalmarch.com
linkedin.com/in/mariaemayorga
@mariamayorga1