1. #NewRules#NewRules
2017 Recruitment Marketing
Trends & 2018 Predictions
#RMin2018
@MuseEmployers
@Rally_RM

2. About Kathryn Minshew
Founder & CEO
The Muse
Kathryn Minshew is the CEO & Founder of TheMuse.com, a
career platform used by over 50 million millennials to
navigate their careers, and by hundreds of companies
looking to attract, hire and retain great talent. She’s also the
author of "The New Rules of Work," a Wall Street Journal
national bestseller, and an Operating Partner at XFactor
Ventures, a venture capital fund investing in the next
generation of female founders.
Kathryn has spoken at MIT and Harvard, contributed to the
WSJ and HBR, and appeared on TODAY and CNN. She has
also been named to SmartCEO's Future50 Visionary CEOs
and Inc.’s 35 Under 35. Kathryn worked on HPV vaccine
introduction in Rwanda with the Clinton Health Access
Initiative before founding The Muse, and was previously at
McKinsey & Company.
@MuseEmployers @Rally_RM

3. About The Muse
Our mission is to create meaningful
connections between companies and
candidates to make the world of
work—from the job search to career
development—more personal.
● Capture your employer brand stories
● Create compelling content
● Distribute that content to reach the
right candidate with the right
message at the right time
@MuseEmployers @Rally_RM

4. About Lori Sylvia
Founder & CEO
Rally Recruitment Marketing
@lorimsylvia
Lori Sylvia is the Founder and CEO of Rally Recruitment
Marketing, an online community forum where the best
Recruitment Marketing ideas are learned and shared to help
HR, Recruiting and Marketing professionals gain new skills,
advance their careers and deliver greater business impact.
Lori has been in Marketing and Communications for 25 years,
starting out as a technology journalist and then becoming a
marketer of new technologies at five start-ups. Before founding
Rally, Lori was Chief Marketing Officer of SmashFly
Technologies, where she and her team educated the market
about modern Recruitment Marketing practices. With Rally, Lori
is working across the industry to inspire more people to become
Recruitment Marketers to lead the future of talent acquisition.
@MuseEmployers @Rally_RM

5. About Rally Recruitment Marketing
Where the best ideas in Recruitment
Marketing are learned and shared to
help you gain new skills, advance
your career and deliver greater
business impact. Rally with us to lead
the future of talent acquisition.
● Expert how-to content
● Community shared advice
● RallyRM Mentor Program
@MuseEmployers @Rally_RM

6. #1 Humanize Your Brand
#RMin2018
@MuseEmployers @Rally_RM

7. In 2017...We Focused on Employer Branding
➔ Developing your employer value proposition
➔ Optimizing career sites with personalization and dynamic content
➔ Making employer brands human through the voices of employees
@MuseEmployers @Rally_RM

8. Great Storytellers
Employees answer,
“Why?”
@MuseEmployers @Rally_RM

9. ● 73% of candidates report never having
received so much as a post-apply
confirmation email
● 46% of candidates who have a negative
candidate experience will sever their
business with a company
● “Applying and not hearing back from a
company” is the most frustrating/stressful
thing about the job search process
In 2018...Humanize the
Candidate Experience
Sources: The Muse User Survey, 2016 / Talent Board’s 2016 CandE Report @MuseEmployers @Rally_RM

10. Johnson & Johnson Shine
"Given the huge volume of candidates in our
pipeline, we end up saying 'no' a lot. We wanted
to find a better way to say no.
We want to continue building our relationships
with candidates and help them determine what
they ultimately want to do with their career,
whether it's with us or someplace else."
- Sjoerd Gehring
Global VP of Talent Acquisition & Employee
Experience, Johnson & Johnson
Launched October 2017 in partnership with The Muse
@MuseEmployers @Rally_RM

11. 2018 Tip
AWARENESS INTEREST CONSIDERATION
Focus on 3 Critical Touch Points
Have someone
responsible for
communicating
with candidates
on social media.
Share content
beyond job alerts;
like company
values and
employee
experiences.
Offer tips and set
expectations for
the interview and
hiring process.
@PepperConstruct
@MuseEmployers @Rally_RM

12. #2 Redefine Fit
#RMin2018
@MuseEmployers @Rally_RM

13. 2017...New Conversation
Around “Fit”
● We marketed our culture, not just
our jobs, so that candidates could
assess “fit” first
○ Company purpose
○ Office environment
○ Community involvement
“Fit” for Job “Fit” for Company
@MuseEmployers @Rally_RM

14. 2018...Shift from Culture Fit to Values Fit
@MuseEmployers @Rally_RM

15. Assessing Candidates
Then:
“Would I want to be stuck with this person in an
airport?”
Now:
How will this person accept and embrace my
ideas and feedback?
What will happen not if, but when this person
and I disagree?
@MuseEmployers @Rally_RM

16. ● How do teams work together, both within teams, and across teams?
● How are goals set, communicated and measured?
● How do people gain support for new ideas and initiatives?
● What happens when mistakes are made or a project / product fails?
2018 Tip
Help Candidates Assess “Fit” First:
What should candidates know about your company?
@MuseEmployers @Rally_RM

17. #3 Advocate Authenticity
#RMin2018
@MuseEmployers @Rally_RM

18. 2017 Trend
#WorkingatTR
@MuseEmployers @Rally_RM

19. 2018 Prediction
T-Mobile
T-Mobile Careers shares a
range of content on Twitter
from relevant articles to
behind the-scenes photos.
Asana
Asana keeps it authentic
on Instagram sharing
photos of their new hires,
team volunteering, and
fireside chats.
Taco Bell
Taco Bell’s LinkedIn feed
mixes company news and
team wins, to engage
candidates and celebrate
current employees.
Hewlett Packard
HP Carers takes followers inside
their company culture around
the globe using a number of
dedicated hashtags.
@MuseEmployers @Rally_RM

20. 2018 Tip
Be an advocate for authenticity. 3 actions you can take:
● Tell genuine and exciting employee stories but do a reality check.
○ Is this story / experience unique, or common to what it’s like working here?
● It will take courage to balance colleagues who may only want to showcase the positive attributes of
your culture.
○ Do we want candidates who are not willing to be in this environment? What’s the
repercussion if the organization makes the wrong hire?
● Keep the term “employer brand” off your career site - make it an internal term only - candidates are
having a negative reaction to the term because it sounds like something that’s fabricated.
@MuseEmployers @Rally_RM

21. #4 Champion the Way Forward
#RMin2018
@MuseEmployers @Rally_RM

22. 2017 Trend
57% of HR tech
Investment has gone to
Talent Acquisition
70% is focused on driving more qualified hires
Source: George Larocque #HRWins @MuseEmployers @Rally_RM

23. 2017 Trend
@MuseEmployers @Rally_RM

24. Rapid Innovation, Are You Keeping Up?
@MuseEmployers @Rally_RM

25. 2018 Prediction
Finding the right employer will become harder
Brand Awareness
Trusted Recommendation
Right Fit
Right Timing
Finding relevant jobs will get easier
@MuseEmployers @Rally_RM

26. 2018 Tip
Talent acquisition leaders must challenge recruitment teams on issues like:
● Where will you market your employer brand, so that you can build relationships with
candidates before they’re actively searching for jobs?
● How will candidates engage with your brand and form a positive perception of you as an
employer, so that you’re top of mind when the timing is right?
● What processes and systems do you have in place to test new channels and tactics, so that
you can know what’s working and what’s not working as the recruitment marketing
landscape changes?
@MuseEmployers @Rally_RM

27. What This Means for You
#RMin2018
@MuseEmployers @Rally_RM

28. Recruitment Marketers are not Recruiters…
And you have a huge opportunity to define your role and the
value you will bring to your organization.
@MuseEmployers @Rally_RM

29. Own Your Future
● CEOs always say their most
valuable asset is their people
● HR can now demonstrate its
leadership role in growing
businesses
● Recruitment Marketing will be a
key pillar of talent strategy
@MuseEmployers @Rally_RM

30. Key Takeaways
● Humanize the candidate experience
● “Fit” is transitioning from culture to values
● Authenticity is key to building a stronger employer brand
● The industry is evolving with the help of new technology
● Now is the time to be bold!
@MuseEmployers @Rally_RM

31. Q&A
@MuseEmployers
@Rally_RM