Marketing Principals That Apply To Recruiting
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What can your team learn from marketing when it comes to improving the candidate experience? This presentation from HRFL15 by Katrina Kibben can help you learn 5 rules you need to remember.
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Marketing Principals That Apply To Recruiting
- 1. When Worlds Collide: Applying Marketing Best Practices to Talent Management Presented By @KatrinaKibben
- 8. 250,000 Source: US Dept. of Commerce #RDaily
- 10. How To Find Waldo 1. Job title and description 2. Do a search 3. Google Trends 4. Findability
- 14. Bold CTA Quick Tips • Says where you’re going next • See it without your glasses • Focus of the page
- 19. #RDaily
- 20. Best Practice #4 Right Channel, Right Message
- 22. Live Poll •What social media channels are you using? •LinkedIn •Twitter •Facebook
- 25. “The difference between an audience and a community is the way the chairs are facing.”
- 26. Best Practice #5 Measure, Measure Again
- 28. What To Measure •Bounce Rate •Click Rate •Time on Site •Traffic Source http://rdaily.co/CEDashboard
- 29. Recap 1. Don’t copy and paste job descriptions 2. Don’t hide your Call To Action (CTA) 3. Think mobile first 4. Use social to build communities 5. Measure something
- 30. Want This Presentation? Leave a copy of your business card! _____________________________________ @KatrinaKibben katrina@recruitingdaily.com
- 31. Q&A
Editor's Notes
- Including our RecruitingBlogs community which is a crowd sourced blog where people like you are submitting their war stories and frustrations from the job every day. Of course, the source of a lot of those frustrations is purely a factor of how many people we have to talk to every day so I wanted to kick this off talking about a way to quickly make meetings better.
- Who in this room has ever played buzzword bingo? Let me explain. Buzzword bingo is: The goal, to entertain us. HR profession spend a lot of time listening. Candidates, employees, managers. To cliché phrases from one person or another trying to make an impression on us whether it’s for a job or filing paperwork or just trying to get on our good side. I think being a good listener is actually one of the most important qualities of any good HR person. But the problem that I want to address today is that the listening and adapting we do in person, isn’t translating to our careers site. We need to create as close to a good human experience as possible when we develop the candidate experience on our careers site and the person in our org that has the wise advice on websites is, you guessed it, marketing. Because we, as an industry have a website problem on our hands.
- Because 50% of candidates leave your website before they ever apply to your job. That means if a candidate actually makes it to the apply, they are beating the odds. And we need the odds for us, not against us. So let’s jump in to best practice #1
- Marketers don’t borrow content like blog posts becuase it will hurt their SEO and confuse consumers. We have to create orignal content that someone wants to read and pay attention to. Something that stands out to them. We need the traffic. The best marketing departments are content engines, creating content that helps people do their job better. Plus it’s just bad form to steal content from other people. Here’s why that’s so important in marketing land.
- If you pull up this page, you’ll notice it’s a nice page. Visually, you remember what it looks like. Great buttons. Structurally, it’s a great landing page. So company A decides hey, this works.
- So they create this landing page. If you saw them in a quick sequence like someone who would be if they were actively looking for jobs, you probably think it’s the same JD as the others, right? While it’s ok to use a job description that works, it’s not ok to steal the same job description from a competitor or use the same description for 3 different jobs. How similar is this page? This is what’s happening when a candidate sees your job description. Then sees it again, and again and again.
- And they’re seeing your repeat job descriptions up against a lot of competition. More than 250,000 jobs are posted online each month on average. How do you stand out to candidates? How do you get found? I can’t help but think of it as the hardest game of Where’s Waldo ever because everything looks the same. Now, maybe you don’t think that 250,000 jobs is that much but let me put it into context for you.
- 250k people attended the march on washington. What if I told you to find one person in this crowd? If anyone else is thinking of Forrest Gump here, let’s remember we’re not movie stars, we’re HR pros. In all seriousness, it’s not just any where’s waldo. It’s the worlds hardest version of where’s waldo. How would you find Waldo if there was no red striped shirt?
- How you can improve your templates
- Marketers are all about getting attention. They’re the rowdy people in your company with chants. We have to get excited because we’re just trying to get you to do 1 thing. Just 1 thing. And we will fight and put it in your face until you do it. We’ll retarget and make the buttons bigger and brighter. Look at this example.
- Looking at this page from anywhere in the room, I know you can spot the calls to action, even if you didn’t wear your glasses today. They’re bold, they’re bright. They’re in multiple locations. You know what you’re supposed to do next. They’re the focus of this page alongside the value proposition.
- Now let’s take a look at this job description. Can anyone tell me where the CTA is? We know people are leaving and not telling them what to do is a perfect excuse to dump your site.
- Mobile first. We know that candidates screen time is evolving. Marketing spent a lot of time talking about the primary screen, which was television until we had a desktop computer in our hands. I’m confident of how excited marketers had to have been when they realized they could build these e-mails and deliver them daily. They could reach people in their homes, any time of day – not just for 30 seconds before their TV show. And now, more than ever, mobile is becoming the screen marketers are having a-ha moments with which means they’re starting to think mobile first.
- And the data supports that decision, clearly. Candidate screen time is evolving. This stat shows mobile e-mail use – almost 50% of people are now checking their e-mail primarily on a mobile decide. And if we’re only contacting them via e-mail and when they click through, we’re sending them non-optimized mobile pages, they’re going to fall into the 50% of candidates who leave 5 seconds into looking at your page. Now who in this room uses e-mail to contact candidates? http://www.emailmonday.com/mobile-email-usage-statistics
- Exactly as I predicted. 100% of HR pros use e-mail to contact candidates. I couldn’t find a study to confirm this percentage but you just proved my point. We’re all using e-mail. But soon, we’re going to be forced to take a different approach.
- 43% of job seekers have used their mobile device to engage in job-seeking activity. So that means if you are trying to connect with candidates via e-mail and sending them to non mobile optimized sites, you’re doing yourself a disservice. That bad user experience is what I call the mobile hokey pokey.
- The mobile hokey pokey is when you have to turn your phone to the left, turn your phone to the right, then turn the entire thing upside down to read? It’s impossible Example here on the right. What does my site look like on mobile? What do my calls to action look like? Can you even read it? Know what else people are spending a ton of time on their phones doing? Looking at social media sites, which leads me to best practice #4
- Marketers have talked a lot about the way we communicate with people on different channels. For example, they tell us to share video on Facebook not Twitter bc the FB algorythm is optimized for video. Or they tell us to personalize messages on Twitter for a better response. We might not share as many of our food photos on Facebook as we do on Instagram. And with that information at hand, we’re tasked with getting to the right channel with the right message. Now we know that people are spending a lot of time on social so clearly some of them are hoping to find a job.
- In fact, 86% of job seekers report having a social profiles http://blog.capterra.com/top-15-recruiting-statistics-2014/ As the job market ages, we’re going to be looking for candidates more and more on social media. But the where and the how works a little differently than most cookie cutter social recruiting articles will tell you.
- While 83% of job seekers flock to Facebook, LinkedIn remains recruiters’ top social network. (jobvite) So, back to the marketing best practice, we need to go where they are. I will admit I don’t think this is the right strategy for every audience but it has worked for us. How do you make the most of Facebook without a budget?
- Create a talent community on Facebook. Create a talent community of your own – private group – on Facebook. If you’re recruiting, use it to source. If you’re managing internal resources, use it to talk about things that are coming up and keep people in the loop. That’s the point of Facebook – to keep people together.
- Really, social media is just an opportunity to connect people with people. I love this quote by Stacy Zapar and I think it describes your role as a social media advocate well. She says…
- After all this hard work, marketers are total goal snobs. They want to know where they stand, how close they are to goal and they want to cheer about it. I think we can take a little bit of that enthusiasm for our own progress when it comes to candidate engagement. Because we spend so much money to get what we want, we have to calcualte ROI on everything. And typically if you ask a marketer how a campaign went, that’s how they’re going to analyze it. That’s also how HR and marketing get into arguments because they’re trying to force their measurement style on you.
- The next time they ask you about ROI, I want you to ask them about their social media ROI because it will shut them up and I’d bet most peoples is pretty low when it comes to bottom line metrics. Or ask them What is the ROI of putting your pants on? Just kidding. Don’t ask them that, you’re HR. My point is that That does not mean you have to specific ROI for every activity. And you just need to measure something.
- Marketers get chased on their budget. CPC, CPA, Cost per…. Know the data that matters.