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Cea presentation 121213


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Last month I was fortunate enough to co-host the CEA awards presentation, along with ERE Editor-in-Chief Todd Raphael.

The CEAs are an award program designed to recognize outstanding achievement in recruitment advertising and marketing. Each year recruitment ad agencies and corporate recruiting departments from around the world enter their best creative advertising campaigns. Each entry is judged by a panel of the finest creative and professional talent from across the country of which I was one.

As context for the awards ceremony, Todd and I did some research on 2014 recruiting trends much of it already familiar to readers of ERE, particular John Sullivan’s illuminating articles. In case you weren’t able to attend, here are some of the important learnings you might have missed.

Published in: Business, Technology
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Cea presentation 121213

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  2. 2. About The CEA’s The CEAs are an award program designed to recognize outstanding achievement in recruitment advertising and marketing. Each year recruitment ad agencies and corporate recruiting departments from around the world enter their best creative advertising campaigns to be judged by marketing and human resource professionals. Any recruitment ad published between June 1, 2012 and May 31, 2013 that fits the category/subcategory criteria. Each entry is judged by a panel of the finest creative and professional talent from across the country. Each judge independently scores an entry based upon specific criteria for the category. The automated entry system tallies and averages the scores to select the winner in each category. Judges do not know who submitted the entries they are judging. 2
  3. 3. About Our Presenters Todd Raphael ERE Jody Ordioni Brandemix Very widely quoted and interviewed on recruiting/ employment/job market issues in media, including radio (AM radio in Boston, for example), newspapers (quoted in the Wall Street Journal), websites (quoted in, Time, MediaWeek, Men's Health, about 40 weekly business journals, the Tribune and its syndicates, Media Business, NYPost, and more. Jody is a brand planner and has spent more than 15 years in senior leadership positions within wellestablished advertising agencies such as J. Walter Thompson and Omnicom, consulting with major organizations seeking to build and promote successful brands. She has a passion for the latest trends in technology and marketing and has spent her career developing and implementing programs that make the most effective use of both. In her role as President of Brandemix, Jody leads the firm in creating brand-aligned programs that connect people to missions, cultures and business success. Regular sought after for advice by Wall Street Journal and other reporters, as well as by human resources/ recruiting leaders. 3
  4. 4. Follow Todd Follow Jody 4
  5. 5. 2014 Hiring Trends •  Layoffs are at their lowest level since 2001 •  More employees quit their jobs in October than in any other month since the recession of 2007 to 2009 •  Hiring Is Heating Up •  55% of hiring managers and recruiters plan to hire more professionals in the first half of 2014 than they did in the second half of 2013 - a jump of 9% from the same period one year ago and the highest level on record since Dice Holdings first posed the hiring question in mid-2010. 5
  6. 6. Demographic Trends •  This year, 1/5 of the workforce is 55+ years old. •  The mass exodus of baby boomers is expected to continue until 2020. Bureau of Labor Statistics 6
  7. 7. Other 2014 Trends •  Recruiting will look more and more like marketing as employer branding emerges as the only long-term recruiting strategy •  The mobile platform continues to be a critical tool •  A metric-driven employee referral program becomes the dominant hiring source •  Boomerangs become a primary target once again •  Predictive metrics and the use of big data move from interesting to essential John Sullivan, Melissa Bailey ERE 7
  8. 8. Other 2014 Trends •  Facebook becoming more accepted as a recruiting source •  “Apply with LinkedIn” becoming more accepted, or LinkedIn in lieu of a resume •  Employee referrals and social media melding •  Idea of college changing and thus college recruitment marketing •  Individuals gaining power from companies on social media 8
  9. 9. Social Jobvite 2012 Social Job Seeker Survey 9
  10. 10. Social Jobvite 2012 Social Job Seeker Survey 10
  11. 11. Social Jobvite 2012 Social Job Seeker Survey 11
  12. 12. Why Go Social Between Facebook, Twitter, mobile recruiting, text messages, and QR codes, UPS used social media to hire almost 3,000 people in 2011, bringing their cost-per-hire down from $1,000 to $60-$70. ERE 12
  13. 13. Mobile 70% of job-seekers have searched for a job on a mobile device. 32% have applied to a job on a mobile device. 72% want to receive career opportunity information on their mobile device. Simply Hired 2013 Mobile Recruiting Outlook 13
  14. 14. Mobile Glassdoor Mobile Job Search Survey, 2013 14
  15. 15. Mobile In 2012, McDonald’s mobile recruiting site had 30 million visits and two million applications, about 10% of the total number of applications. Neither the job-seeker nor the manager has to type answers from a piece of paper into a computer. Wall Street Journal: How Your Smartphone Could Get You a Job 15
  16. 16. Why Go Mobile? DESKTOP vs. MOBILE SEARCH Volume 16
  17. 17. Why Go Mobile? COLLEGE STUDENT Smartphone Use 17
  18. 18. Mobile •  38 Million Facebook users visit only on their mobile device •  Mobile is 20% of all ecommerce traffic and 11% of e-commerce sales •  Smart phones, tablets, phablets •  The digital day is 18/7 18
  19. 19. Media: Digital ¼ of ad spend Google, NAA, PIB 19
  20. 20. Media: YouTube is bigger than AMC •  ITunes and Netflix dwarf AMC News Reports, Company Filings 20
  21. 21. “I hate Facebook. It's just so boring.” Teen panelist at Ignition 2013 (now an Instagram user) “I used to scroll down Facebook and read every single status. Now I just love Vine.” Teen panelist at Ignition 2013 21
  22. 22. Award Observations •  Augmented reality •  Website redesigns on the rise •  Ford employees as cars – People are front and center •  Multi-media integration – animated GIF’s – 16 entries and more from global •  Copy is still a second-class citizen: Engineer the Future •  Research doesn’t coincide with creative originality •  Transparency •  Global not necessarily ahead 22
  23. 23. Award Observations •  Behavioral targeting •  Contextual advertising •  Job boards aren’t dead •  100,000 recruitment websites worldwide •  Gamification •  Social integration 23
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  35. 35. Brandemix Capabilities BRANDING Brand Research Research Analysis Brand Architecture Brand Positioning •  •  •  •  Value Proposition Brand Activation Identity Design Brand Standard ADVERTISING, MARKETING & PR •  •  •  •  Market Research Strategy Development Creative Development Message Testing •  •  •  •  Ad Campaign Development Media Planning, Buying & Placement Media Relations Event Marketing & Management CORPORATE COMMUNICATIONS •  •  •  •  •  •  Benefit Communications Corporate Identity/Naming Change Management Corporate Social Responsibility E-Learning Internal Communications •  •  •  •  •  Investor Relations Presentations Training Materials Training Videos Wellness Programs DIGITAL & INTERACTIVE •  •  •  •  •  App Development Augmented Reality Content Management Systems E-commerce Interactive Communications •  •  •  •  •  Mobile Marketing SEO/SEM/PPC Sweepstakes Videos Website Development SOCIAL MEDIA MARKETING •  •  •  •  Content Management Fan Page Design Videos Contests •  Analytics •  Reputation Management •  Training EMPLOYER BRANDING •  •  •  •  •  Employer Brand Research Employer Research Analysis Employer Brand Architecture Employer Brand Positioning Employer Value Proposition •  •  •  •  RECRUITMENT ADVERTISING 35 •  •  •  •  •  College Recruiting •  Diversity Recruitment •  Employee Referral Programs Employer Brand Activation Employee Engagement Onboarding Programs Career Sites •  Recruitment Videos •  Media Planning & Placement