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Recruitment Marketing 101


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Learn how to think like a marketer to promote your employer brand in this Glassdoor webinar!

Published in: Recruiting & HR
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Recruitment Marketing 101

  1. 1. Presentation Title February 10, 2015 Recruitment Marketing Thinking Like a Marketer to Promote Your Employer Brand
  2. 2. Webinar Tips for Attendees • You can connect to audio using your computer’s microphone and speakers. • Or, you may select “Use Telephone” after joining the Webinar. • All lines will be muted to avoid background noise. • You can ask questions at any time by typing them into the Questions Pane.
  3. 3. Featured Speakers
  4. 4. • Why Sourcers/Recruiters/HR Pros Should Care About Recruitment Marketing • The 4-Step Recruitment Marketing Process • Content & Engagement Best Practices • Q&A
  5. 5. Why You Should Care About Recruitment Marketing
  6. 6. 60% of the online recruiting process happens before a candidate ever directly contacts an employer or recruiter - Conference Board Reputation Matters
  7. 7. Your employer brand is your reputation, and if you don’t define it, someone else will!
  8. 8. The Impact of an Employer Brand Poor Employer Brand Low Brand Awareness Attrition Declined Offers Low Productivity Long Time-to-Hire High Cost-Per-Hire Poor Referral Programs Strong Employer Brand High Brand Awareness Retention More Job Offers Accepted Revenue Goes Up More Quality Applications Lower Cost-Per-Hire Higher Number of Referrals
  9. 9. 69%would not take a job with a company that had a bad reputation, even if they were unemployed! 94%are likely to apply to a job if the employer actively manages their employer brand
  10. 10. So, What is Recruitment Marketing?
  11. 11. Recruiting = Marketing Similar job responsibilities Externally focused Common business vision Concentration on future Recruiter Marketer Attract candidates & convert to hires Attract prospects & convert to clients
  12. 12. Think of Candidates as Leads
  13. 13. The 4-Step Recruitment Marketing Process
  14. 14. Applicant ConversionTalent Pool Generation Seamless Apply Process Turn Employees into Talent Ambassadors Recruiting Methodology Step 1: Attract Job Seekers
  15. 15. Understanding Our Audience 18Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna Step 1: Attract Understand Your Audience & Engage Them with Content
  16. 16. Today’s Candidates 51%have buyer’s remorse due to an inaccurate picture of the job 70%trust online reviews and ratings as a source of brand info 95% are influenced by reviews from those inside the company Every 46 seconds a job seeker is visiting a COX Glassdoor company profile
  17. 17. Recruitment Marketing Channels
  18. 18. Repurpose Content Up to 4x GREAT READ @ Hubspot! New Data: What Types of Content Perform Best on Social Media?
  19. 19. But it can’t be all PUSH
  20. 20. Applicant ConversionTalent Pool Generation Seamless Apply Process Turn Employees into Talent Ambassadors Recruiting Methodology Step 2: Convert Job Seekers to Candidates
  21. 21. The Bukowski Test
  22. 22. Points of Conversion • Job Descriptions • Tailored Landing Pages • Opt-In Forms • Your ATS messaging • Calls-to-Action
  23. 23. Job Description Best Practices Include the Basics Incorporate Search Engine Logic Be Clear Develop a Checklist and add HTML/Notepad to it! Be Authentic
  24. 24. SEO Custom Landing Pages Conversion Points Persona in a CRM
  25. 25. The “lead” should be able to glance at your email and, within five seconds, know the value it provides them. Lead Nurturing: E-mail Automation (drip marketing)
  26. 26. Applicant ConversionTalent Pool Generation Seamless Apply Process Turn Employees into Talent Ambassadors Recruiting Methodology Step 3: Close
  27. 27. We all have motivators. What gets you AMPT?
  28. 28. Driver #1: Advancement
  29. 29. Driver #2: Money
  30. 30. Driver #3: People
  31. 31. Driver #4: Technology
  32. 32. #1 #2 #3 #4
  33. 33. Applicant ConversionTalent Pool Generation Seamless Apply Process Turn Employees into Talent Ambassadors Recruiting Methodology Step 4: Delight
  34. 34. • 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. More Communication • 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
  35. 35. 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 Improving Candidate Experience
  36. 36. 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.
  37. 37. Building a Culture of Transparency
  38. 38. Brand Ambassadors • Social Media TRAINING. • Governance is important, providing the proper training and resources is key. • Departmental Alignment • Identifying Influencers • Leadership • Recruiters • Marketing/Communications • Other • Define, then reinforce the “Why” • Data, Data, Data!
  39. 39. Why Glassdoor for COX • Stakeholder Objectives • Senior leadership expressed desire to pursue “Top Employer” status and improve the overall rankings of companies on Glassdoor (clout/pride) • Brand reputation  destination to empower employees share their experience. • Data and Analytics • Client groups requesting insight around employer brand analytics • GD provides real-time robust metrics gateway; data of this nature typically had to be derived in an engagement survey. Our team’s now have on-demand access relevant data points. • Data creates a catalyst for action. • Content Distribution/Microsites • Successful pilot that resulted in 15X more traffic to our GD enhanced profile over competing social channels. • Search Engine Optimization • Humanize the story; outlet to create employee ambassadors.
  40. 40. Internal Outreach Campaign - Outline Tactic Execution Date(s) Details Intranet article Who/What/When/Where/How/Why Onboarding Drip to Candidates 30/60/90 day drip email reminding new hires to complete a review on Glassdoor Email Campaign via company newsletters Embedded calls-to-action in company newsletters prompting employees to leave reviews on GD Display ads on company intranet Link back to intranet article Display ads on company loop monitors Promote resource destination Campus Activations Target, educate and engage general employee population about Glassdoor, the survey, and the decision to become an Open Company Share results Determine reporting cadence
  41. 41. Fastest Growing Career Site Unique Users Mobile Users Content Job Clicks Visits 76% 23,000,000+ Unique Users Worldwide 66% 141% 84%176% -10% 0% 10% 20% 30% 40% 50% 60% 70% Jan Feb Mar Apr May Jun
  42. 42. High-quality applicants 2x applicant quality versus standard job boards
  43. 43. Questions?