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The Trilogy of Modern Talent Acquisition: Employer Branding, Recruitment Marketing, Unified Analytics - @GDforEmployers and @SmashFly

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This webinar from Glassdoor's Dina Rulli and SmashFly's Chris Brablc was an interactive discussion on using integrated recruitment marketing and employer branding to capture thousands of qualified candidates in your talent network, nurture them to become fans of your employer brand, and analyze and optimize the effectiveness of every recruitment marketing dollar.

And get great hires faster who meet the talent needs of the business.

You’ll learn how to:
- Define the key attributes of your employer brand
- Use content marketing to attract qualified candidates
- Implement email nurturing to keep your talent network engaged
- Track, measure and analyze recruitment marketing success

Published in: Recruiting & HR
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The Trilogy of Modern Talent Acquisition: Employer Branding, Recruitment Marketing, Unified Analytics - @GDforEmployers and @SmashFly

  1. 1. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting The Trilogy of Modern Talent Acquisition:
  2. 2. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Webinar Tips for Attendees  You can connect to audio using your computer’s microphone and speakers.  Or, you may select “Use Telephone” after joining the Webinar.  All lines will be muted to avoid background noise.  You can ask questions at any time by typing them into the Questions Pane.
  3. 3. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Featured Speaker
  4. 4. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Featured Speaker
  5. 5. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Agenda  Consumerization of the Candidate Experience  Employer Branding  Recruitment Marketing  Recruitment Analytics  Q&A
  6. 6. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Agenda Consumerization of the Candidate Experience
  7. 7. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Who is a Candidate? Can-di-date: anyone who is engaging with your employer brand while exploring the possibility of a new job, now or in the future, who hasn’t applied, or is no longer being considered for a position.
  8. 8. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Consumerization of the Candidate Experience 1. Candidates Are In Control 1. Candidates Research Like Consumers (Because They Are) 1. Candidates Care About Culture AND Jobs
  9. 9. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Today’s Candidates 51%have buyer’s remorse due to an inaccurate picture of the job 70%trust online reviews and ratings as a source of brand info 95% are influenced by reviews from those inside the company
  10. 10. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Employer Branding
  11. 11. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Lars Schmidt Founder, AmplifyTalent.com “Having a strong employer brand is no longer a luxury, it’s an imperative.” Let’s Talk about What an Employer Brand Is…
  12. 12. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting What is an Employer Brand? Culture Employee Opinions Candidate Opinions Corporate Brand
  13. 13. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Monitoring Your Own Brand’s Performance Understand employees’ likes and dislikes Monitor candidate activity Target key demographics Drive targeted awareness around specific initiatives Compare your company with competitors
  14. 14. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Recruitment Marketing
  15. 15. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Recruitment Marketing: Everything you do to promote your employer brand and attract, engage and nurture qualified candidates pre-application. What is Recruitment Marketing?
  16. 16. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Beginning the Relationship Earlier with Recruitment Marketing R + RM = MR
  17. 17. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Content That Helps Convert - Awareness Blog Articles Employer Brand Content Job Ads Events SEO Landing Pages
  18. 18. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Content That Helps Convert - Consideration
  19. 19. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Content That Helps Convert - Application • Newsletters • Targeted Job Campaigns • Recruiter Engagement • Company News • Industry Articles • Continuing Education • Webinars • Blogs • White Papers
  20. 20. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Pro-Tip: Curate First, Create Second Leverage industry thought leaders to deliver meaningful content to candidates via newsletters and social • Subscribe to all content channels from Marketing • Use Feedly to keep up to date with industry publications • Determine a “content” expert on team
  21. 21. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Recruitment Analytics
  22. 22. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Baseline Measures for Talent Acquisition Success 0 500 1000 1500Today’s Metrics: Filled Jobs Time / Fill Cost Per Hire Cost Per Applicant Cost Per Qualified Candidate
  23. 23. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting 2015: What TA will be measured on - Brand Brand • Brand Sentiment • Brand Awareness
  24. 24. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting 2015: What TA will be measured on – Talent Network • Current Talent Pipelines • # of CRM Contacts Per Month • Per Critical Skill Family (Sales, Engineering, Developers, etc.) • % Nurtured to Conversion
  25. 25. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting 2015: What TA will be measured on – Conversions Qualified Candidate Per Source Hires Per Source Sources of Influence
  26. 26. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting 5 Keys to Unified Analytics in Talent Acquisition Complete: Is everything be measure? Real-time: Is the data current? Centralized: Is work required to combine data sets? Accurate: Is there trust in systems for data capture? Integrated: Is the data integrated across strategy?
  27. 27. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting The Modern Recruiting Organization The Modern Recruiting Strategy is... Brand Led, Recruitment Marketing Executed, and Data Driven. Recruitment Marketing Unified Analytics Employer Brand
  28. 28. Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting Questions? Type them into the question pane  Chris Brablc Director of Marketing cbrablc@smashfly.com @cbrablc http://blog.smashfly.com/ Dina Rulli Talent Acquisition Manager dina.rulli@Glassdoor.com @dinascucina

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