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Recruitment Marketing 101 | Thinking Like a Marketer to Promote Your Employer Brand

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Learn more about thinking like a marketer to promote your employer brand in this Glassdoor x HCI webinar deck.

Published in: Recruiting & HR

Recruitment Marketing 101 | Thinking Like a Marketer to Promote Your Employer Brand

  1. 1. Human Capital Institute #HCIchat Recruitment Marketing 101 Thinking Like a Marketer to Promote Your Employer Brand
  2. 2. Human Capital Institute #HCIchat Today’s Moderator Randi Kenney Online Content & Community Manager Human Capital Institute @HCIRandi /in/randirkenney /company/human-capital-institute-hci @Human_Capital/humancapital
  3. 3. Human Capital Institute #HCIchat
  4. 4. Human Capital Institute #HCIchat Thank You www.glassdoor.com
  5. 5. Human Capital Institute #HCIchat Interact With Us For a PDF copy of the slides used during this webcast
  6. 6. Human Capital Institute #HCIchat Today’s Featured Speaker Lisa Holden Employer Communications Manager Glassdoor @lisaaholden Lisa.Holden@Glassdoor.com
  7. 7. 10 WAYS TO WIN WITH RECRUITMENT MARKETING
  8. 8. Agenda • 10 Ways to Win with Recruitment Marketing • How to Create a Recruitment Marketing Strategy • Understanding Which Metrics to Track • Sharing Results • How to Take Advantage of Social Media
  9. 9. Recruitment marketing includes all communications that an organization uses to attract talent to its workforce.
  10. 10. Career Websites Blogs Job Postings Photos & Videos Social Media Events Emails Talent Community Display Advertising Recruitment Marketing Tools
  11. 11. 10 WAYS TO WIN WITH RECRUITMENT MARKETING
  12. 12. Create a Unique, Strong and Authentic Brand 1
  13. 13. “Your brand is what other people say about you when you’re not in the room.” Jeff Bezos – Founder & CEO, Amazon.com
  14. 14. Step 1 Would current employees recommend your organization to a friend? What are job seekers saying about you on social? What is your company rating on Glassdoor?
  15. 15. 69%of Glassdoor members agree their perception of a company improves after seeing an employer respond to a review 84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation }Most in $75-100K salary range would only require a 1-10% salary increase to consider such a move Step 1 Source: Glassdoor Survey, October 2014
  16. 16. Top 5 pieces of information job seekers want employers to provide as they search where to work: Details on what makes the company an attractive place to work Details on compensation packages Details on benefit packages Company mission, vision and values Basic company information Step 1 1 2 3 4 5
  17. 17. STRONG EMPLOYER BRAND High Brand Awareness Retention More Job Offers Accepted Revenue Goes Up More Quality Applicants Lower Cost-Per-Hire Higher Number of Referrals POOR EMPLOYER BRAND Low Brand Awareness Attrition Declined Offers Low Productivity Long time-to-hire High Cost-Per-Hire Poor Referral Programs vs. Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
  18. 18. Train Internal Brand Ambassadors2
  19. 19. Encourage employees to wear company gear Involve employees in the hiring process Utilize referral programs Step 2 Employee Brand Ambassadors
  20. 20. Step 2 Understand Employee Sentiment
  21. 21. 5 Ways to Develop Brand Ambassadors Encourage Them Communicate the Importance Incentive Them Train Them Make It Easy 1 2 3 4 5 Step 2
  22. 22. Encourage photos and videos in all departments Show the real “you” on a career blog or through social posts Let employees be who they are Step 2 Let Employees Be Who They Are
  23. 23. Track Key Performance Indicators 3
  24. 24. Cost-Per-Hire Time-to-Hire Cost-Per-Applicant App-to-Hire Ratios Applicant Quality Step 3 Key Metrics
  25. 25. Step 3 Job Advertising Social Events Employee Referral Program Email Recruiting/Staffing Agencies Cost-per-hire, time-to-hire, cost-per-applicant, app-to-hire ratios, candidate quality Clicks, mentions, retweets, user demographics, impressions, reach Candidate quality, time-to-hire, cost-per-hire Percent of employees who would recommend your business, cost-per-hire Open rates, click-through rates, response rates Cost-per-hire, time-to-hire, candidate quality Key Marketing Campaign Channel Analytics
  26. 26. Share Results With Stakeholders 4
  27. 27. Assigning Recruitment Marketing Roles & Responsibilities Career Website Recruiting Employer Branding Employee Engagement Events Social Recruiting Email Mobile Calendar & Budget Step 4
  28. 28. Simplify the Message5
  29. 29. Questions Layout Branding Social Step 5 Make Job Applications Easy
  30. 30. Monitor the Competition6
  31. 31. Are your competitors posting jobs in similar places? What roles are they trying to fill? Do they have a social presence? What are their strengths and weaknesses? Step 6When Monitoring the Competition, Ask Yourself:
  32. 32. Step 6 Male 69% Female 31% Male 73% Female 27% Male 68% Female 32% Gender High School 4% College 67% Graduate School 30% Education High School 4% College 58% Graduate School 30% High School 6% College 69% Graduate School 30% Your Company Competitor 1 Competitor 2 Analyze Your Traffic Compared to Competitors
  33. 33. Step 6 See Where Your Competitor Is Investing
  34. 34. Respond to Every Candidate7
  35. 35. Treat Every Candidate Like a Customer
  36. 36. Step 7 Most job seekers READ 4-7 REVIEWS before forming an opinion of a company Source: Glassdoor User Survey, 2014
  37. 37. Join the conversation Compliment the good and appreciate the bad Show candidates that you value and are receptive to employee feedback Step 7 Responding to Reviews
  38. 38. Create a Marketing Calendar8
  39. 39. Hiring dates and onboarding classes Recruiting events Big themes and hiring initiatives Job advertising start and end dates Step 8 Marketing Calendar
  40. 40. Run a Referral Program9
  41. 41. Referral candidates are 5X more likely to get hired than other candidates Employee referrals are the #1 SOURCE for quality new hires Source: Staffing.org, Survey 2011 Source: ERE, Survey 2013 Step 9 Increase Candidate Quality
  42. 42. Use Social Media at Every Step10
  43. 43. Social Recruiting — 2 of the Top Channels Most Used for Employer Brand Promotion: Step 10 92%company website 80%social media & Source: Universum, 2013
  44. 44. Social Media and Job Searching Step 10 79% are likely to use social media in their job search 86% of people in the first 10 years of their career are likely to use social media in their job search Source: Glassdoor survey, March 2013
  45. 45. Social Media and Job Searching Step 10 Nearly 2 in 3 say their employer does not (or know how to) use social media to promote job openings Nearly 3 in 4 say their employer does not (or know how to) promote their employment brand on social media Source: Glassdoor survey, March 2013
  46. 46. Step 10 SOCIAL MEDIA
  47. 47. Step 10 Hashtags
  48. 48. Pro Tip #1 Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!
  49. 49. Pro Tip #2 Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!
  50. 50. Human Capital Institute #HCIchat Questions? Lisa Holden Employer Communications Manager Glassdoor @lisaaholden Lisa.Holden@Glassdoor.com
  51. 51. Human Capital Institute #HCIchat Thank You Visit us on the web for access to more exclusive content www.hci.org Webcasts Podcasts Articles White Papers Research Blogs Conferences Classes

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