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Turning Passive Candidates Active

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Passive candidates are tricky – they’re not searching job boards or actively looking at organizations, but at any moment, they could be enticed by the right opportunity from the right employer brand.

Published in: Recruiting & HR

Turning Passive Candidates Active

  1. 1. © 2016 SmashFly Technologies, Inc.1 Turning Passives Active Presented by Tracey Parsons Recruitment Marketing Practice SmashFly Be the brand they are looking for or… What’s in it for them
  2. 2. © 2016 SmashFly Technologies, Inc.2 © 2016 SmashFly Technologies, Inc.2
  3. 3. © 2016 SmashFly Technologies, Inc.3 © 2016 SmashFly Technologies, Inc.3 Passive candidates are tricky – they’re not searching job boards or actively looking at organizations, but at any moment, they could be enticed by the right opportunity from the right employer brand.
  4. 4. © 2016 SmashFly Technologies, Inc.4 © 2016 SmashFly Technologies, Inc.4 © 2016 SmashFly Technologies, Inc.4 Passive Talent Takeaway #1 Passives are humans. Put your human hat on. If you won’t click it, neither will they.
  5. 5. © 2016 SmashFly Technologies, Inc.5 © 2016 SmashFly Technologies, Inc.5
  6. 6. © 2016 SmashFly Technologies, Inc.6 © 2016 SmashFly Technologies, Inc.6 Audience Message Time
  7. 7. © 2016 SmashFly Technologies, Inc.7 © 2016 SmashFly Technologies, Inc.7
  8. 8. © 2016 SmashFly Technologies, Inc.8 © 2016 SmashFly Technologies, Inc.8 100Email messages
  9. 9. © 2016 SmashFly Technologies, Inc.9 © 2016 SmashFly Technologies, Inc.9 3!
  10. 10. © 2016 SmashFly Technologies, Inc.10 © 2016 SmashFly Technologies, Inc.10 Audience Message Time
  11. 11. © 2016 SmashFly Technologies, Inc.11 © 2016 SmashFly Technologies, Inc.11 Audience
  12. 12. © 2016 SmashFly Technologies, Inc.12 © 2016 SmashFly Technologies, Inc.12 Message
  13. 13. © 2016 SmashFly Technologies, Inc.13 © 2016 SmashFly Technologies, Inc.13 Time
  14. 14. © 2016 SmashFly Technologies, Inc.14 © 2016 SmashFly Technologies, Inc.14 Audience Message Time
  15. 15. © 2016 SmashFly Technologies, Inc.15 © 2016 SmashFly Technologies, Inc.15
  16. 16. © 2016 SmashFly Technologies, Inc.16 © 2016 SmashFly Technologies, Inc.16
  17. 17. © 2016 SmashFly Technologies, Inc.17 © 2016 SmashFly Technologies, Inc.17 #sorrynotsorry
  18. 18. © 2016 SmashFly Technologies, Inc.18 © 2016 SmashFly Technologies, Inc.18 Context Think about
  19. 19. © 2016 SmashFly Technologies, Inc.19 © 2016 SmashFly Technologies, Inc.19
  20. 20. © 2016 SmashFly Technologies, Inc.20 © 2016 SmashFly Technologies, Inc.20
  21. 21. © 2016 SmashFly Technologies, Inc.21 © 2016 SmashFly Technologies, Inc.21
  22. 22. © 2016 SmashFly Technologies, Inc.22 © 2016 SmashFly Technologies, Inc.22 © 2016 SmashFly Technologies, Inc.22 Passive Talent Takeaway #2 Your audience is thinking about your brand 100% less time than you think they are.
  23. 23. © 2016 SmashFly Technologies, Inc.23 © 2016 SmashFly Technologies, Inc.23 25%Response Rate
  24. 24. © 2016 SmashFly Technologies, Inc.24 © 2016 SmashFly Technologies, Inc.24 19.92%Open Rate
  25. 25. © 2016 SmashFly Technologies, Inc.25 © 2016 SmashFly Technologies, Inc.25 19.92% Open Rate 2.32%Click rate
  26. 26. © 2016 SmashFly Technologies, Inc.26 © 2016 SmashFly Technologies, Inc.26
  27. 27. © 2016 SmashFly Technologies, Inc.27 © 2016 SmashFly Technologies, Inc.27
  28. 28. © 2016 SmashFly Technologies, Inc.28 © 2016 SmashFly Technologies, Inc.28
  29. 29. © 2016 SmashFly Technologies, Inc.29 © 2016 SmashFly Technologies, Inc.29 © 2016 SmashFly Technologies, Inc.29 Passive Talent Takeaway #3 They’re not going to pay attention to you unless… You give them a reason to click.
  30. 30. © 2016 SmashFly Technologies, Inc.30 © 2016 SmashFly Technologies, Inc.30 People you know
  31. 31. © 2016 SmashFly Technologies, Inc.31 © 2016 SmashFly Technologies, Inc.31 Stuff you need to do
  32. 32. © 2016 SmashFly Technologies, Inc.32 © 2016 SmashFly Technologies, Inc.32 Valuable info
  33. 33. © 2016 SmashFly Technologies, Inc.33 © 2016 SmashFly Technologies, Inc.33 3!
  34. 34. © 2016 SmashFly Technologies, Inc.34 © 2016 SmashFly Technologies, Inc.34 Audience Message Time
  35. 35. © 2016 SmashFly Technologies, Inc.35 © 2016 SmashFly Technologies, Inc.35
  36. 36. © 2016 SmashFly Technologies, Inc.36 © 2016 SmashFly Technologies, Inc.36
  37. 37. © 2016 SmashFly Technologies, Inc.37 © 2016 SmashFly Technologies, Inc.37
  38. 38. © 2016 SmashFly Technologies, Inc.38 © 2016 SmashFly Technologies, Inc.38
  39. 39. © 2016 SmashFly Technologies, Inc.39 © 2016 SmashFly Technologies, Inc.39
  40. 40. © 2016 SmashFly Technologies, Inc.40 © 2016 SmashFly Technologies, Inc.40 © 2016 SmashFly Technologies, Inc.40 Passive Talent Takeaway #4 Understand their journey isn’t much better. They need more information than you think.
  41. 41. © 2016 SmashFly Technologies, Inc.41 © 2016 SmashFly Technologies, Inc.41 Hello, my name is <name> and I am a recruiter on the <brand> Talent Team. I am currently working with one of our largest and fastest growing <category>, looking for a <role> for one of their offices. The office has gone through many management changes and we are looking for a true leader to bring stability to the group. This person will be the lead <role> for all the customers and a background with <skill set> is essential. This person should also be comfortable as the lead <experience>. Clearly, the <role> will also need a thorough understanding of the components of <skill set> and walk in the door with that credibility under their belt. I am interested in talking to you about this opportunity. My contact information is listed below. If you are interested, please respond directly. Even if you are not interested in making a move now, it would be great to get to know you and where you see the next steps in your career for future opportunities. Thank you for your time today and I look forward to hearing from you soon.
  42. 42. © 2016 SmashFly Technologies, Inc.42 Content that matters • Industry insights • Contributions your company is making to the industry • Insights from your team • Tips and tricks of the trade
  43. 43. © 2016 SmashFly Technologies, Inc.43 © 2016 SmashFly Technologies, Inc.43 Where do they come from? Cool, but…
  44. 44. © 2016 SmashFly Technologies, Inc.44 © 2016 SmashFly Technologies, Inc.44 Amplify
  45. 45. © 2016 SmashFly Technologies, Inc.45 © 2016 SmashFly Technologies, Inc.45
  46. 46. © 2016 SmashFly Technologies, Inc.46 © 2016 SmashFly Technologies, Inc.46
  47. 47. © 2016 SmashFly Technologies, Inc.47 © 2016 SmashFly Technologies, Inc.47 Audience Message Time
  48. 48. © 2016 SmashFly Technologies, Inc.48 © 2016 SmashFly Technologies, Inc.48
  49. 49. © 2016 SmashFly Technologies, Inc.49 © 2016 SmashFly Technologies, Inc.49
  50. 50. © 2016 SmashFly Technologies, Inc.50 © 2016 SmashFly Technologies, Inc.50 © 2016 SmashFly Technologies, Inc.50 Passive Talent Takeaway #5 They just want to transact. Don’t make it too hard. You’ve got them don’t lose them.
  51. 51. © 2016 SmashFly Technologies, Inc.51 © 2016 SmashFly Technologies, Inc.51
  52. 52. © 2016 SmashFly Technologies, Inc.52 © 2016 SmashFly Technologies, Inc.52 Save Join
  53. 53. © 2016 SmashFly Technologies, Inc.53 © 2016 SmashFly Technologies, Inc.53 Join Join
  54. 54. © 2016 SmashFly Technologies, Inc.54 © 2016 SmashFly Technologies, Inc.54 JoinJoin
  55. 55. © 2016 SmashFly Technologies, Inc.55 © 2016 SmashFly Technologies, Inc.55 Submit my Application Apply
  56. 56. © 2016 SmashFly Technologies, Inc.56 © 2016 SmashFly Technologies, Inc.56 © 2016 SmashFly Technologies, Inc.56 Passive Talent Takeaway #5 They’ll know what to do, if you tell them what to do. Or, they’ll leave
  57. 57. © 2016 SmashFly Technologies, Inc.57 © 2016 SmashFly Technologies, Inc.57
  58. 58. © 2016 SmashFly Technologies, Inc.58 © 2016 SmashFly Technologies, Inc.58 Manage the execution of advertising campaigns using internal and external assets to drive sales, engage customers and enhance the brand image of the <brand>. Oversee advertising and collateral creative including television, radio, out-of-home, e- mail, web, print, collateral design and premium items. Plan and manage annual advertising budget in a manner that most effectively and efficiently deploys the organization’s resources to achieve the stated goals and objectives. <I’ve stopped reading by now>
  59. 59. © 2016 SmashFly Technologies, Inc.59 © 2016 SmashFly Technologies, Inc.59
  60. 60. © 2016 SmashFly Technologies, Inc.60 © 2016 SmashFly Technologies, Inc.60 Example: Job Descriptions
  61. 61. © 2016 SmashFly Technologies, Inc.61 © 2016 SmashFly Technologies, Inc.61 “Though I know there is substantial automation behind the scenes, your process appears more communicative which demonstrates greater respect for the applicant.” “The job description made me feel like I would fit in” “ I cannot believe how this is positioned, it’s so inclusive.”
  62. 62. © 2016 SmashFly Technologies, Inc.62 © 2016 SmashFly Technologies, Inc.62 293%Increase in applications
  63. 63. © 2016 SmashFly Technologies, Inc.63 © 2016 SmashFly Technologies, Inc.63 © 2016 SmashFly Technologies, Inc.63 Passive Talent Takeaway #6 They can and want to be inspired. Tell them why this job is worth it.
  64. 64. © 2016 SmashFly Technologies, Inc.64 © 2016 SmashFly Technologies, Inc.64 Missed Opportunity
  65. 65. © 2016 SmashFly Technologies, Inc.65 © 2016 SmashFly Technologies, Inc.65
  66. 66. © 2016 SmashFly Technologies, Inc.66 © 2016 SmashFly Technologies, Inc.66 Are you for real?!?!
  67. 67. © 2016 SmashFly Technologies, Inc.67 © 2016 SmashFly Technologies, Inc.67 Acknowledge Apologize Act
  68. 68. © 2016 SmashFly Technologies, Inc.68 © 2016 SmashFly Technologies, Inc.68 What’s going on? They’re customers after all
  69. 69. © 2016 SmashFly Technologies, Inc.69 © 2016 SmashFly Technologies, Inc.69 © 2016 SmashFly Technologies, Inc.69 Passive Talent Takeaway #7 They’re unique snowflakes. They want dialog. You must respond.
  70. 70. © 2016 SmashFly Technologies, Inc.70 © 2016 SmashFly Technologies, Inc.70
  71. 71. © 2016 SmashFly Technologies, Inc.71 © 2016 SmashFly Technologies, Inc.71
  72. 72. © 2016 SmashFly Technologies, Inc.72

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