Measuring up: Building a Recruitment Marketing Plan Focused on Results

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With the rising number of marketing choices facing recruiters, it is a massive challenge to know what works and what doesn’t. Between the myriad of job boards, social networks, talent communities, and niche media outlets, it can make your head spin. And each day something new is being introduced that promises to deliver the best candidates on a silver platter right to your inbox. This webinar is designed to help you design a plan around results and apply those concepts to evaluating media choices. You will learn how to understand a candidate’s decision path and how that path can help you measure your advertising spend to determine if those dollars are working for, or against, you. You will learn to develop a sales-style recruiting funnel as part of developing a measurement framework for your organization. Finally, you will learn how to identify good solutions for your organization and how to build a budget for your recruitment marketing efforts for the coming year.

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Measuring up: Building a Recruitment Marketing Plan Focused on Results

  1. 1. Results Driven Marketing Building an organization focused on measurable outcomes
  2. 2. Agenda • What is it and what does it matter? • Determining your KPI • Tracking and refining • Building a budget • Evaluating tools • New ideas and models
  3. 3. Recruiting is about connecting people to jobs.Not people to ads.
  4. 4. Marketing Paralysis Social Media Niche Job Boards Aggregators Talent Communities CRM Matching Services Review Sites Search
  5. 5. Results Driven Marketing • Marketing strategies that are developed with Key Performance Indicators (KPI) in mind • Tactics that support the strategy • Measurable results that lead to a ROI
  6. 6. RESULTS!yay
  7. 7. Points to ponder .1% 4.3% CTR on Display CTR on email
  8. 8. MEANING… 99.9% 90+% Ignore your ad Ignore your email
  9. 9. DEVELOPING YOUR KPI Insights into getting started
  10. 10. Awareness Consideration Purchase Advocacy & Loyalty Developing KPI – Understanding P2P* Consumer Marketing Path to Purchase (P2P) Awareness Consideration Application Interview Hire Advocacy & Loyalty Recruitment Marketing Path to Hire (P2H)
  11. 11. P2H Supporting Metrics Awareness Impressions Clicks CTR Historically focused here Track them but know: These are Metrics NOT Results
  12. 12. P2H Supporting Metrics Consideration Hard Leads Soft Leads Cost per Lead Hard Lead Example Someone who sets up an alert Soft Lead Example Someone who joins a talent community OR Follows you on social media
  13. 13. P2H Supporting Metrics Application Applicant Quality Cost per Application Cost per Quality App Defining Quality is tough, but achievable Quality and Cost per Quality should be a CORE KPI
  14. 14. P2H Supporting Metrics Interview Declines Cost of Decline Cost of NOT choosing People who decline are costly Not as costly as NOT choosing
  15. 15. P2H Supporting Metrics Hire Cost per hire CORE KPI Critical to get at this KPI, track and trend over time
  16. 16. P2H Supporting Metrics Advocacy & Loyalty Cost per Referral Lifetime Employee Value Toughest to achieve Productivity measures and cost to replace are good places to start
  17. 17. Create A Funnel Awareness Total media impressions = 200M Total clicks = 1M Consideration Brand visitors = 200K Hard leads = 1K Soft leads = 4K Applications Quality Applicants = 10k Quality = 30% Interviews 2,000 Hires 500 Sample funnel
  18. 18. Analyzing the Funnel Awareness Total media impressions = 200MM Total clicks = 1M Consideration Brand visitors = 200K Hard leads = 1K Soft leads = 4K Applications Quality Applicants = 10k Quality = 30% Interviews 2,000 Hires 500 CTR is impressions/clicks Industry Average is X Our average is Y Lead conversions Cost/Lead Calculate cost per hire All apps/quality apps Cost/quality apps CTR is impressions/clicks Average is Y
  19. 19. BUILDING YOUR PLAN Delivering against those KPI
  20. 20. Sample Dashboard Media Source % Quality Referrals 40% Aggregator A 32% Social site A 31% Job board A 29% Sourcing tool A 28% Aggregator B 28% Job board B 25% Social site B 22% Job board C 20% Sourcing tool B 20% Top10SourcesofQuality 0 2000 4000 Jan Feb Mar Apr May Jun Jul Cost per hire Site Visitors: 100,000 All Apps: 30,000 Quality Apps: 10,000 Interviews 1,000 Hires 300 20% 1% 8% 2% 1% 4,500 # of “quality candidates in ATS
  21. 21. Other Useful Dashboard KPI • Cost per quality application – By role or department • Top sourcing tools – By role or department • Engagement by social media source • Increase or decreases in quality ratio – By role or department Include what is most valuable to your organization
  22. 22. Building a Budget 90% What Works Best 10% What Works Next
  23. 23. Knowing What Works Best
  24. 24. What About What’s Next? Know the three R’s of trend spotting Read Research Run Know your company’s goals for the year &
  25. 25. Evaluating Solutions Will their solution impact your KPI? Remember: More ≠ Better Impressions ≠ Hires
  26. 26. THANK YOU Questions: Reach out to me on LinkedIn or Twitter! @tparsons

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