Recruiters as Marketers - The Transformation of Talent Acquisition
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Presentation given to Federal human capital teams at the Partnership for Public Service in May of 2015. The deck makes a case for changing federal recruiting practices and then shows how the best private sector recruiters now look a lot like product marketers.
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Recruiters as Marketers - The Transformation of Talent Acquisition
- 1. Recruiters as Marketers The Transformation of Talent Acquisition – May 28, 2015 Michael Cirrito General Manager, LinkedIn Federal
- 2. Your Next 15 Minutes… 1. Today’s Government Workforce: “Greatest Hits” 2. Tomorrow’s Talent Pool: “The Millennial Challenge” 3. Changing Landscape of Recruiting 4. Recruiters as Marketers / Three Elements of Success ©2012 LinkedIn Corporation. All Rights Reserved. 2
- 3. …More than a third of career federal employees eligible for retirement by September 2017 “ Josh Hicks; The Washington Post, Jan 30, 2014 Government workforce sound bites Greatest Hits…
- 4. Jeffrey Neal – ChiefHRO.com, July 10, 2014 ….The lack of 30 and under talent means we will be facing significant leadership shortfalls “ Government workforce sound bites Greatest Hits…
- 5. ….41% report that their work unit lacked the ability to recruit people with the right skills “ Federal Employee Viewpoint Survey 2014 Government workforce sound bites Greatest Hits...
- 6. Tomorrow’s Federal Workforce The Millennial Challenge would accept a 15% pay cut to work for a company with great values ** of the workforce by 2018* 58% 50% * Bureau of Labor Statistics / ** ConnectEDU / Achievers Class of 2014 Talent Study
- 7. DirectlytothecompanyTomorrow’s Federal Workforce The Millennial Challenge Directlytothecompany Networkingrecruitingevent Careerservicesatmycampus Throughafriend OnLinkedIn RecruiterHeadhunter NotApplicable Plantostayatcurrentjob Facebook Otherjobboard Twitter 60% 45% 42% 33% 28% 19% 12% 8% 4% 4% 2% Where do you anticipate searching for your job post graduation? ConnectEDU / Achievers Class of 2014 Talent Study 60%
- 8. The world is changing fast… Candidates More Connectivity More Choice More Channels 1980’s 1990’s 2000’s 2010’s Filing Cabinet Recruiters Print Classifieds Online Job Channels Social Media
- 9. The best recruiters act like marketers… Nurture the candidate process1 Influence passive candidates2 Segment & recruit strategically3
- 10. The best recruiters nurture the candidate process Marketing Recruiting Goal = Sales Goal = Hires Audience = Existing & Potential Customers Audience = Existing & Potential Employees Messaging = Value Proposition of Products & Services Messaging = Value Proposition of Working at Your Agency Call to Action = Buy our Stuff Call to Action = Come Work With Us Success = Purchases Success = Hires 1
- 11. The best recruiters nurture the candidate process Convert Unaware Marketing Recruiting Goal = Sales Goal = Hires Audience = Existing & Potential Customers Audience = Existing & Potential Employees Messaging = Value Proposition of Products & Services Messaging = Value Proposition of Working at Your Agency Call to Action = Buy our Stuff Call to Action = Come Work With Us Success = Purchases Success = Hires 1
- 12. are passive and not looking to move 80% 60% of them are open to opportunity!! The best recruiters engage passive candidates 2 48 million members open to opportunities
- 13. The best recruiters segment & recruit strategically Affinity Job Fit / Skills Match Ready for proactive outreach Nurture before contact 1:1 Tactics / Red Carpet1:Many Tactics ReactiveNurture for the future 1:Many Tactics Traditional Gov Recruiting 3
- 14. The best recruiters segment & recruit strategically Affinity Job Fit / Skills Match Ready for proactive outreach Nurture before contact 1:1 Tactics / Red Carpet1:Many Tactics ReactiveNurture for the future 1:Many Tactics Traditional Gov Recruiting Proactive Recruiting - Recruiter - Phone - Emails / InMails - Job Postings Awareness & Engagement - Social Media - Content Marketing - Paid Content - Digital Media / Ads - Job Postings (distribution) Awareness - Social Media - Content Marketing - Digital Media / Ads Reactive Recruiting - USA Jobs 3
- 15. In closing four keys to: recruiting like a marker 1. Get social 2. Nurture the candidate journey 3. Make passive talent a priority 4. Develop different strategies for different talent pools
- 16. Questions / Follow Up: mcirrito@linkedin.com
Editor's Notes
- Welcome – My name is Michael Cirrito and I’m the General Manager for LinkedIn’s Federal Practice here in Washington I’m thrilled to have 15 minutes to share with you some concepts and frameworks that I hope will change the way you think about talent acquisition
- Here is a brief roadmap for the next 15 minutes We’re going to start with some context setting. So with items one and two, I will make my a case for why government recruiting need to be done a little bit differently tomorrow than they are today. The second half of the talk is focusing in on the changes that we at LinkedIn see in the recruiting landscape and the impact that has on the talent acquisition profession. I will then finish with the idea of Recruiters thinking and acting like Marketers. And I will share three concepts that that I’d suggest any organization should adopt if they are serious about attracting talent. So you know my view on this, the next 15 minutes will be a success if you can walk away with one or two ideas about how to think differently about recruiting
- When I think about the current state of the Federal Workforce, three core challenges come to mind: First and foremost is the “Silver Tsunami”. In brief, the Government WF is old and getting older. We’ve all been talking abut and preparing for a retirement wave for about a decade now. While it’s been slower to unfold, this age of the Fed WF represents an inescapable challenge to mission fulfillment
- On the flip side of the retirement coin, the federal government has struggled to bring in that next generation of talent. According the OPMs Fed Scope data – In 2009, hires under 30 represented just 42% of all Federal accessions. That number has been declining steadily ever since. In 2014 it registered at 35% There are lots of ways this will manifest, As former CHCO of DHS Jeff Neal puts it, the lack of under 30 talent in government today means that we will be facing insufficient leadership shortfalls tomorrow.
- Finally – you’ve got the skills gap issue. 2014 EV survey: “41% of respondents report that their work unit lacked the ability to recruit people with the right skills”. Sentiment has been echoed by a number of other surveys, most recent one that I saw was an informal pole by the CIO council – in that 70% of CIOs shared this basic point of view ------------- So to sum up the Greatest Hits of the current state of affairs; We’ve got an aging workforce, that is about to retire Gaps in middle management and future leadership Critical skills gaps -------------------- Now, lets flip the lens a little bit and the labor pool of tomorrow
- Moving forward, one of the key sources of labor and talent will be the Millenials. With that in mind, consider two things FIRST: Within three years, the Bureau of Labor Statistics says that one half of our workforce will be made up of Millenials (those born more or less b/t 1980 and 2000) SECOND: “58% of Millenials would accept a 15% pay cut to work for a company w great values” This should be really good new for the federal workforce. These folks are willing to work at a discount, in exchange for some meaning and purpose in their career – something public service can provide in spades. And yet, at the precise time that Millenials are maturing into the largest segment of the workforce, we continue to see declines in their ranks among Federal employees. To be fair, there are a lot of reasons for his. But the one that I’d like to focus on today has to do with how Millenials are looking for work.
- This data is from that a survey of 15,000 graduating college seniors from the class of 2014. There is a lot of interesting info here. So Lets take a moment to review. When asked “Where do you anticipate searching for your job post graduation” - #1 response was “Directly to the company” - #2 response “Networking / Recruiting Event” - #3 “Career Services at my campus” - #4 “Through a friend” - #5 Rounding out the top 5; “On LinkedIn” Two things jump out to me here: One of the most important jobs of any hiring organization is to get potential applicants to consider their organization as a place to work – in marketing we call this getting into the “consideration set” (BTW – doing this is an inherently proactive activity that focuses very early in candidate journey) Looking for a job has become a highly social process. Indeed, three of the top 5 routes taken focus on some form of social or physical networking. This is core to how this cohort of talent makes decisions and finds work
- This comports to the changes that we at LinkedIn see. In both job seeking and recruiting today, things are changing unbelievable fast - and the underlying problem is that government recruiting is stuck in the past. Think about those Millennial candidates for a moment– they have more choice, more channels, and are connected to more information, resources, and other people than they have ever been. And the same changes that have brought all those benefits to candidates have run headlong through the recruiting profession. Some of you worked in this space when an ad in the Washington Post was all it took to fill HTF job. Those days were disrupted first by general job boards, and then aggregators, but frankly all that has been upended most recently by web 3.0 and social media. In this modern, hyper connected, information driven world; the role of the recruiter and the job that needs to be done…. has changed dramatically.
- The job of a recruiter has become more complex and sophisticated that ever before. In fact, its no stretch at all to say that today’s best in class recruiters are now thinking and acting like marketers – what does this mean? At a high level, this means that they understand that there is competition for talent, and that their job ultimately is to identify, influence, and win that talent over. There are three elements of acting like a marketer that I want to share today that I believe are the keys to being successful. Nurture their audience (unaware> consider > conversion) Seek to influence passive candidates Segment & recruit strategically I’d like to walk through each of these with our remaining time.
- So lets look at how these things map up. In traditional marketing / In modern recruiting Both classic marketing and modern recruiting revolve around the idea of a funnel. Central to this, is the idea that sales don’t just happen. Customers don’t just wake up and decide that yours is the product that they want to buy or that yours is the agency that they want to work for. Rather, all customer go through a relatively similar and sequential process. Think about it: you can’t buy something without being aware that it exists. And even if you know something exists, you need to get information about that thing, that will give you reasons to consider buying it. Ultimately, that information has to build up to the point where you convert. This same classic marketing process happens for candidates in the job seeking process. The best recruiters understand that this process exists and they use it as a framework for how they go about acquiring talent (recognizing the need for different tactics at different points in the process) Thinking about that Millennial data from earlier, 60% - if you’re not already on the list of companies that those folks are going directly to, you’ve essentially lost that part of the fight.
- So lets look at how these things map up. In traditional marketing / In modern recruiting Both classic marketing and modern recruiting revolve around the idea of a funnel. Central to this, is the idea that sales don’t just happen. Customers don’t just wake up and decide that yours is the product that they want to buy or that yours is the agency that they want to work for. Rather, all customer go through a relatively similar and sequential process. Think about it: you can’t buy something without being aware that it exists. And even if you know something exists, you need to get information about that thing, that will give you reasons to consider buying it. Ultimately, that information has to build up to the point where you convert. This same classic marketing process happens for candidates in the job seeking process. The best recruiters understand that this process exists and they use it as a framework for how they go about acquiring talent (recognizing the need for different tactics at different points in the process) Thinking about that Millennial data from earlier, 60% - if you’re not already on the list of companies that those folks are going directly to, you’ve essentially lost that part of the fight.
- Second: the best recruiters engage passive candidates: Think about that funnel for a second, and think about government recruiting today. One of the fundamental problems that we discussed earlier is that the existing pool of talent who are aware of and interested in working for the government is insufficient for meeting the human capital needs. It’s deficient in number, quality and composition. This means the stock and trade of the modern recruiter needs to be in engaging passive candidates The good news is that this is fertile. Take LinkedIn as an example; 80% of the people who come to LinkedIn are passive & not looking. But 60% are open to a good opportunity. 100m / 80m / 48m potential passive candidates – The best recruiters recognize this fact and develop strategies for identifying and influencing the passive talent market.
- Finally the best recruiters segment & recruit strategically Imagine this world of talent that exists in this country – the over165 million people in the labor force; how should you think about accessing that talent. This map represents on potential way of segmenting the market: - first - consider first the spectrum of affinity or awareness that a potential candidate may have about your organization - next – consider the degree of job fit or skills fit at any given time for any given role (understand that high fit =competition for talent). Ask yourself this, does it make sense to approach all candidates in the same way, or should I work to identify different strategies for different types of candidates.? The best recruiters today segment the market, and deploy strategies and tactics to deal with different candidates at different points in the process.
- Finally the best recruiters segment & recruit strategically Imagine this world of talent that exists in this country – the over165 million people in the labor force; how should you think about accessing that talent. This map represents on potential way of segmenting the market: - first - consider first the spectrum of affinity or awareness that a potential candidate may have about your organization - next – consider the degree of job fit or skills fit at any given time for any given role (understand that high fit =competition for talent). Ask yourself this, does it make sense to approach all candidates in the same way, or should I work to identify different strategies for different types of candidates.? The best recruiters today segment the market, and deploy strategies and tactics to deal with different candidates at different points in the process.