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Trends in Recruitment Marketing
The document discusses trends in recruitment marketing, emphasizing the importance of utilizing data effectively and focusing on employer branding over traditional job marketing. It outlines five fundamental shifts in talent acquisition, including thinking of recruitment as a funnel and emphasizing candidate lifetime value. Additionally, it highlights the need for improved marketing strategies and analytics to enhance recruitment outcomes.
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Trends in Recruitment Marketing
- 1. Trends in RecruitmentMarketing Chris Brablc Director of Marketing
- 2. We live ina hyper-connected world © 2015 SmashFly Technologies, Inc.
- 3. We create data,a lot of it © 2015 SmashFly Technologies, Inc.
- 4. But we don’tuse it well...yet © 2015 SmashFly Technologies, Inc. http://www.emc.com/leadership/digital-universe/2014iview/executive-summary.htm We use less than 5% of the data we capture for analysis
- 5. Using data forbetter marketing relationships © 2015 SmashFly Technologies, Inc. Awareness Interest Consideration Selection Finalist Customer
- 6. TheTalentAcquisition opportunity © 2015SmashFly Technologies, Inc. Awareness Interest Consideration Applicant Offer Hire Most organizations are blind in the top half of the funnel. It’s time to fix it.
- 7. Recruitment Marketing:TheArt &TheScience © 2015 SmashFly Technologies, Inc. Enter Recruitment Marketing.
- 8. Recruitment Marketing Umbrella ©2015 SmashFly Technologies, Inc. Career Site Talent Community Content Marketing Job Marketing Social Media Mobile SEM / SEO / Retargeting Email Campaigns Employer Brand Assets Events Microsites / Landing Pages Referral Program Candidate Experience Employee Stories Brand Awareness & Sentiment Market Research Recruitment Marketing Training Analytics/Reporting
- 9. © 2015 SmashFlyTechnologies, Inc. 5 Fundamental Shifts in Talent Acquisition
- 10. Shift #1: Marketingbrand over jobs © 2015 SmashFly Technologies, Inc. Jobs
- 11. Shift #1: Marketingbrand over jobs © 2015 SmashFly Technologies, Inc. Employer Brand Employee Stories Brand Assets Content Ratings Jobs EVP Messaging Candidate Personas Thought Leadership Testimonials Skills
- 12. Candidate development strategy ©2015 SmashFly Technologies, Inc. 30 Key Skills Identified • Lead Sourcing • Drip Marketing • Recruiter Outreach • Newsletter Engagement Newsletter (May 2015) • 51% Open Rate • 16% Clickthrough • 666 New Applicants
- 13. Shift #2:Think asa funnel © 2015 SmashFly Technologies, Inc. ATTRACT ENGAGE NURTURE Recruiting CONVERT Recruitment Marketing
- 14. Influencing business decisionswith data © 2015 SmashFly Technologies, Inc. 31,226 Prospects 8,744 Applicants 5,866 Passed Assessments 3,445 Recruiter Interviews 915 HM Interviews Expansion Markets Predictive Analytics 531 Accepted Offers
- 15. Shift #3: MultipleCTAs throughout the process © 2015 SmashFly Technologies, Inc. Applicants
- 16. Shift #3: MultipleCTAs throughout the process © 2015 SmashFly Technologies, Inc. Unknown Attract Visitors Engage Contacts Nurture Qualified Candidates Convert Applicants Job Ads Events Employer Brand SEO Career Site Landing Pages TN Forms Referrals Talent Network Email Marketing Automation ATS Retargeting Call-to-Actions Job Alerts Sourcing
- 17. Application retargeting campaign ©2015 SmashFly Technologies, Inc.
- 18. © 2015 SmashFlyTechnologies, Inc. Application retargeting campaign
- 19. © 2015 SmashFlyTechnologies, Inc. Led to 182 Hires in 2014 Application retargeting campaign
- 20. Shift #4: CandidateLifetimeValue © 2015 SmashFly Technologies, Inc. Awareness Stage Consideration Stage Decision Stage Job Postings Social Posts Career Blogs Job Ads Sourcing Linkedin InMails Glassdoor Reviews Digital Interview Job Alerts Recruiter Outreach Personalized Content Newsletters Employee Testimonials LinkedIn Contacts Job Openings Career Fairs Workplace Awards
- 21. Shift #4: CandidateLifetimeValue © 2015 SmashFly Technologies, Inc. Awareness Consideration NurtureDecision Employee
- 22. Shift #4: CandidateLifetimeValue © 2015 SmashFly Technologies, Inc. Awareness Consideration NurtureDecision Employee
- 23. Shift #4: CandidateLifetimeValue © 2015 SmashFly Technologies, Inc. Awareness Consideration NurtureDecision Employee
- 24. High Volume Hiring •Fill monthly classes of 30 CSRs Challenges • Evergreen requisition • Important for internal promotion • Re-engage with past contacts & applicants • Pressure from business to change title Customer Service Reps – Case Study © 2015 SmashFly Technologies, Inc.
- 25. Results Improved applicantflow for CSR classes Built talent pipelines for future classes Better relationships with hiring managers Customer Service Reps – Results © 2015 SmashFly Technologies, Inc.
- 26. Shift #5: Sourceof Hire vs. Source of Influence © 2015 SmashFly Technologies, Inc.
- 27. Shift #5: Sourceof Hire vs. Source of Influence © 2015 SmashFly Technologies, Inc. 2 1 4 53 8 7 6 9
- 28. Shift #5: Sourceof Hire vs. Source of Influence © 2015 SmashFly Technologies, Inc. 2 1 4 53 8 7 6 9Source of Hire
- 29. Tracking CandidateTouch-points © 2015SmashFly Technologies, Inc.
- 30. © 2015 SmashFlyTechnologies, Inc. Recruitment Marketing Foundation
- 31.
- 32. Technology Foundation Applicants Employees HRIS ATS RECRUITMENT MARKETING PLATFORM Leads © 2015SmashFly Technologies, Inc.
- 33. Strategic Foundation Applicants Employees HRIS ATS RECRUITMENT MARKETING PLATFORM Leads © 2015SmashFly Technologies, Inc.
- 34. Strategic Foundation Applicants Employees HRIS ATS RECRUITMENT MARKETING PLATFORM Leads © 2015SmashFly Technologies, Inc.