How CDW connected the dots with a Recruitment Marketing Platform by @TroyHeinritz
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As seen at the 2014 OHUG Global Conference, Troy Heinritz, Manager of HR Technology Projects at CDW shared how CDW leverages a single Recruitment Marketing Platform to centrally manage and execute their diverse recruitment strategies. Troy provides insights from their evaluation process and the technical obstacles and considerations they went through to create a better, more comprehensive recruitment strategy. Key insights from this video include: - How CDW uses a centralized system to execute and measure their recruitment marketing and sourcing strategy - 4 essential Taleo Integrations that can optimize recruitment marketing efforts - Improving the mobile candidate experience through the career site and application Presented and recorded on September 10, 2014 via the OHUG community. Intro by Chris Brablc
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How CDW connected the dots with a Recruitment Marketing Platform by @TroyHeinritz
- 1. How CDW Connected the Dots... • With a Total Recruitment Marketing Strategy using SmashFly
- 2. GoToWebinar Tips and Tricks Click to hide or display the control panel on your screen Type your question into the Question and Answer Panel. The moderator will notify the presenter of submitted questions
- 3. CDW – Troy Heinritz SmashFly – Chris Brablc
- 4. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
- 6. Changing Role of Recruiters 2014, CEB, “Upside Down Recruiting-Talent”, STAR Chicago
- 7. A New Discipline is Emerging Recruitment Marketing (Attraction) Recruiting (Selection) • Pre-Applicant • Marketing • Nurturing Prospect Application Relationships • Building Talent Pipelines • Qualified Candidate Flow • Recruitment Marketing Platform • Post-Applicant • Sales • Managing Direct Relationships • Filling Job Requisitions • Applicant Conversion • Applicant Tracking System Seamless Experience and Analytics Across Both Functions
- 9. Who Is CDW? CDW is a leading provider of integrated information technology solutions for small, medium and large business, government, education and healthcare customers in the U.S. and Canada. • Fortune 500 (Rank: 265) and #4 in IT Services Industry • Headquartered in the Chicago area with 25 locations in US and Canada. • Over 250,000 customers • 7,000 employees Fun Facts • 2013 winner of CandE Awards for Candidate Experience • GlassDoor Top 3 places to work in Tech outside Silicon Valley • GlassDoor OpenCompany: Top 25 for Culture and Values
- 10. What are CDW’s Priorities?
- 11. Why Recruiting is key to CDW
- 12. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
- 13. SEO Data Evaluation Process Warehouse Talent Networks Mobile CRM Job Distribution CRM Initial Scope A Single Platform for our entire recruiting marketing strategy ATS Career Sites SEO Job Distribution Career Sites
- 14. Goals • Position CDW as an Employer of Choice • Move from Reactive to Proactive • Full Integration with Existing Investment • Complete & Accurate Visibility
- 15. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
- 16. Laying the Foundation with SmashFly • First, establish metrics foundation by replacing legacy SEO Job Distribution Career Sites solutions o Recruitment Ad Distribution o Branded, SEO Career Section o Mobile Responsive and Optimized Career Section o Basic Metrics o Basic Talent Network
- 17. Full Control over Brand and Content
- 20. View >> Apply Click >> 1 2 Slide 20 Basic Candidate Flow
- 21. 3 Talent Network Opt In Slide 21 Basic Candidate Flow
- 22. 1 2 3 4 4 Complete ATS Flow Slide 22 Basic Candidate Flow
- 23. Mobile Candidate Experience Mobile Career Site Mobile Application
- 24. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
- 25. Taleo Integrations That Matter • Analytics: “View” to “Hire” Pipeline Metrics • Candidate Workflow Visibility • CRM Communication : Engage / Disengage Strategy • Deep linking from CRM direct to Taleo profile
- 26. “View” to “Hire” Integrated Pipeline Metrics
- 27. Candidate Workflow Visibility Key Ingredient from Taleo: Advanced Progression Status Taleo Active Taleo Inactive Taleo Hired New Reviewed 1st, 2nd, 3rd Interview Testing Background Check Offer Hired Rejected Declined
- 28. CRM Engage, Disengage Strategy OFF IF: Taleo Active or Hired (for 1 year) Failed an Assessment (for 6 months) ON IF: Taleo Inactive Hired more than 1 year ago Failed Assessment more than 6 months ago
- 29. Taleo Candidate Deep Link in CRM
- 30. Unique Processes for Different Audiences Candidate Development Events Campus Military/Diversity 3rd Parties (Sourcing Vendors)
- 31. CDW Sourcing Strategy • 88K+ contacts in CRM Database • Internal Sourcing (65%) • Talent Network (34.7%) • 3rd Party Partners (2.3%) • 20 Core Functional Talent Pipelines Sourcing Talent Network 3rd Party – by Discipline
- 32. Internal Sourcing • Robust Integrated Web Sourcing w/ Monster among others
- 33. Internal Sourcing • Automated Job Invites to Candidates through CRM Workflows • Enhanced Source Tracking for each sourcing channel
- 34. Talent Network Building • 30K+ contacts in Talent Network • Automatic Talent Pipeline building and communication • % of Talent Network Opt-Ins: • Job Apply Flow: 94.8% • Career Site Button: 5.2% Apply Flow Button Lesson: Insist on TN Opt-In Forms in Job Apply Flow
- 35. 3rd Parties / Sourcing Vendors
- 36. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
- 39. Mobile’s Impact on Recruiting • Mobile Site Live Since May 2013 • What we’ve learned o Mobile Traffic: Mobile is 12.9% of Overall Career Site Traffic – (Tablet is 5.81%) Growing But Slowly – (13.7% of Total Traffic in past 6 months) o Apple is Still King: 68.6% of candidates use an iPhone vs. Android (29.6%)
- 40. Mobile’s Impact on Recruiting • Mobile Site Live Since May 2013 • What we’ve learned o Where is Mobile Traffic Coming From: Direct Traffic (43.1%) Referral Traffic (32.6%) – Job Boards, Job Search Engines, Recruiting Sites, etc. Search Engines (25%) – Bigger Proportion than Desktop
- 41. There is NO single Source of Hire
- 42. Multiple Touch-points Lead to Conversion
- 43. Visibility into Source of Influence
- 44. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
- 45. Lessons Learned • Start with what you know • Design holistically not specifically • Map out integrations early in the process • Think about team structure o Program o Administrative o Business o Technical o Content / Communication / User Experience
- 46. Where to Learn More
- 47. Recruitment Marketing Platform --- SOCIALIZE Social Recruiting Mobile Recruiting Employee Referrals Social Sharing --- ELEVATE Career Marketing Sites SEO Landing Pages Events Employment Brand --- ENGAGE Contact Capture Talent Pipelines Web Sourcing Automated Campaigns Dynamic Workflows --- MARKET Next Gen Job Campaigns SEM, Banners, Email, SMS, Print, etc. Brand Campaigns Media Library --- IMPROVE Performance Checks Analytics Dashboards Data Warehouse Decision Metrics
- 48. Connect with Us Troy Heinritz troyhei@cdw.com Twitter: @troyheinritz Chris Brablc cbrablc@smashfly.com Twitter: @cbrablc
Editor's Notes
- CDW was no different in this we Already had Career Marketing Sites and SEO strategies in place with a third party vendor and took advantage of job ad distribution through eQuest because why else… CLICK it was built into Taleo CLICK but that still left us with a whole when it came to the CRM system… CLICK and like most we looked for a player in the space that could do CRM stuff. CLICK Then Google came along and changed the rules on Mobile sites and SEO ranking last year so mobile was now a concern and CLICK more importantly how do we start looking at networks like alumni, boomerang, outreach efforts we have in place. So what we could do is look for more siloed partners or wouldn’t it be great if there was a Recruitment Marketing Paltform that did all of this in one place… because at the end of the day this is all 100% marketing efforts where the end product you are selling is an opportunity to apply to a job in the ATS. CLICK That’s why we landed on Smashfly a single holistic system for the new things we wanted to do as well as integrate the old items that we were already doing well into a single platform to manage.
- Start with what you know best.
- Here is the sample career site with new job listing page.
- Examples of landing pages for campus based opportunities.
- Example of Military based landing pages including a MOC translator through partnership with Direct Employers
- Opt-In Talent Forms The Talent Network Opt-In form allows job seekers to create a contact while the applying for a job. This allows your organization to quickly capture job seekers who may not complete the application for one reason or another. SmashFly see about a 60% drop rate on average. By capturing these individuals you can maximize the return of the ads you are placing by reengaging with these individuals if needed. First the job seeker views the job opening. Click - Once the job seeker clicks Apply, then the Talent Network Opt-In form appears. The job seeker can choose to complete the form and join your Talent Network or skip completion and Click - apply to the job in your ATS system. Click - Each click in the processes is captured by SmashFly. As you can see here there were 242 view of the job opening, 80 people clicked apply, 8 choose to join you Talent Network and were added as a contact in your CRM. Two actually became applicants.
- Opt-In Talent Forms The Talent Network Opt-In form allows job seekers to create a contact while the applying for a job. This allows your organization to quickly capture job seekers who may not complete the application for one reason or another. SmashFly see about a 60% drop rate on average. By capturing these individuals you can maximize the return of the ads you are placing by reengaging with these individuals if needed. First the job seeker views the job opening. Click - Once the job seeker clicks Apply, then the Talent Network Opt-In form appears. The job seeker can choose to complete the form and join your Talent Network or skip completion and Click - apply to the job in your ATS system. Click - Each click in the processes is captured by SmashFly. As you can see here there were 242 view of the job opening, 80 people clicked apply, 8 choose to join you Talent Network and were added as a contact in your CRM. Two actually became applicants.
- Indeed and other services like it (Glass Door, Direct Employers) Reference indeed apply click numbers can make apply clicks inflate…
- SmashFly Job Experience is Mobile Making Taleo Mobile: Preregister for the Event – give Troy talent form link Click to request Branding file If no pre-registered – fill out new one here – click link to request branding file Send branding file sample Fill out this Talent Form to get a Sample Mobile Branding File Draw for preregister prizes…
- During the Event As I indicated earlier, Prospects can complete the Form at the event. Click - or you can rank the pre-registrants or enter and rank the overflow. Ratio of Job Apply to Manual Talent Network
- During the Event As I indicated earlier, Prospects can complete the Form at the event. Click - or you can rank the pre-registrants or enter and rank the overflow.
- The Greatest Analytics Truth
- Make our own – use this one?
- We can see all of our activities aggregated Job Boards Campus Events Talent Network Career Site Mining Need to add mining to this visual With Clean Data - Taleo can know source of job applicants SmashFly knows all of the historic pre-applicant touch points PLUS the Taleo source info By pulling Workflow data back into SmashFly we can get better visibility into sources that influence the people we ultimately hire
- There’s a growing category of technology, Recruitment Marketing Platforms, that is looking to connect the dots into a cohesive recruiting strategy. Helping you MARKET your opportunities to the channels that provide the most bang for your buck including job boards, international boards, niche sites, pay per click ads, etc. Ensuring you can SOCIALIZE your jobs and brand on social networks and mobile as well as ensure social enabled employee referral programs that make it easy for advocates to make referrals. It’s about ELEVATING your brand with Career Sites that not only provide SEO but give you full control over your messaging and brand so you create unique messaging to the candidates populations you recruit. Enabling you to ENGAGE with candidates that come through these channels and create better relationships with them so you can bridge the gap between the right opportunity and when they are ready to take the next step in their career. All while most importantly, IMPROVING your strategy with Analytics that give you full visibility and insight into what activities and initiatives are working to provide you with qualified candidates.