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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

Published in: Recruiting & HR
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How CDW connected the dots with a Recruitment Marketing Platform by @TroyHeinritz

  1. 1. How CDW Connected the Dots... • With a Total Recruitment Marketing Strategy using SmashFly
  2. 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. 3. CDW – Troy Heinritz SmashFly – Chris Brablc
  4. 4. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
  5. 5. Recruiting is Evolving
  6. 6. Changing Role of Recruiters 2014, CEB, “Upside Down Recruiting-Talent”, STAR Chicago
  7. 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
  8. 8. The CDW Story
  9. 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. 10. What are CDW’s Priorities?
  11. 11. Why Recruiting is key to CDW
  12. 12. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
  13. 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. 14. Goals • Position CDW as an Employer of Choice • Move from Reactive to Proactive • Full Integration with Existing Investment • Complete & Accurate Visibility
  15. 15. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
  16. 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. 17. Full Control over Brand and Content
  18. 18. Targeted Landing Pages
  19. 19. Military / Diversity
  20. 20. View >> Apply Click >> 1 2 Slide 20 Basic Candidate Flow
  21. 21. 3 Talent Network Opt In Slide 21 Basic Candidate Flow
  22. 22. 1 2 3 4 4 Complete ATS Flow Slide 22 Basic Candidate Flow
  23. 23. Mobile Candidate Experience Mobile Career Site Mobile Application
  24. 24. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
  25. 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. 26. “View” to “Hire” Integrated Pipeline Metrics
  27. 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. 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. 29. Taleo Candidate Deep Link in CRM
  30. 30. Unique Processes for Different Audiences Candidate Development Events Campus Military/Diversity 3rd Parties (Sourcing Vendors)
  31. 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. 32. Internal Sourcing • Robust Integrated Web Sourcing w/ Monster among others
  33. 33. Internal Sourcing • Automated Job Invites to Candidates through CRM Workflows • Enhanced Source Tracking for each sourcing channel
  34. 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. 35. 3rd Parties / Sourcing Vendors
  36. 36. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
  37. 37. End-to-end Recruiting Analytics
  38. 38. Eliminate Unproductive Activity
  39. 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. 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. 41. There is NO single Source of Hire
  42. 42. Multiple Touch-points Lead to Conversion
  43. 43. Visibility into Source of Influence
  44. 44. • Introductions & About CDW • Goals & Expected Outcomes • Rebuilding the foundation • Expanding for the future • Measuring for success • Lessons Learned
  45. 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. 46. Where to Learn More
  47. 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. 48. Connect with Us Troy Heinritz troyhei@cdw.com Twitter: @troyheinritz Chris Brablc cbrablc@smashfly.com Twitter: @cbrablc

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