Recruitment is Marketing | InDemand 2014

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From InDemand 2014, Jessica Steinberg who is the Talent Community Manager for ADP's employer brand, emphasizes how marketing and recruitment go hand-in-hand to increase candidate awareness and engagement.

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Recruitment is Marketing | InDemand 2014

  1. 1. Recruitment is Marketing
  2. 2. 2
  3. 3. STRATEGY  |AWARENESS  à  ENGAGE  à  NURTURE  à  HIRE   3
  4. 4. CONSIDERING   HIRED   UNAWARE   AWARE   Every  Candidate  has  completed  The  Candidate  Journey   Every  Candidate’s  Journey   From Unaware to Hired
  5. 5. ADP  =  Payday!!!!!!!!!!!!!!!!       5
  6. 6. 6
  7. 7. 7
  8. 8. 8
  9. 9. STRATEGY  |AWARENESS  à  ENGAGE  à  NURTURE  à  HIRE   9
  10. 10. Strategy:  Define  and  Build  The  Brand     10
  11. 11. Communication ADP’s  Employer  Brand  incorporates  our  Mission,   Vision  and  Values   One ADP Integrity is Everything Insightful Expertise Service Excellence Inspiring Innovation Each Person CountsResults-driven Social Responsibility
  12. 12. Employment Value Proposition Preferences for Sales in Professional Services in North America We  also  work  with  partners  to  understand  what   target  talent  pools  care  about
  13. 13. 13
  14. 14. MarkeRng  Funnel  to  Engage  and  ATract  Top  Talent   Build Awareness Engage Nurture Hire! Next-Class Strategies include converting candidates and employees into promoters
  15. 15. Step  1:  Create  Awareness     STRATEGY  àAWARENESS  à  ENGAGE  à  NURTURE  à  HIRE  
  16. 16. Step  2.  Build  CommuniRes  of  Talent   STRATEGY  àAWARENESS  à  ENGAGE  à  NURTURE  à  HIRE   NEXT  SLIDE  –  show  various  TS   16
  17. 17. Step  2.  Build  CommuniRes  of  Talent   STRATEGY  àAWARENESS  à  ENGAGE  à  NURTURE  à  HIRE     2      187,446   followers      79%     of  LI  Members  are   interested  in  updates  on   job  opportuni6es  from   companies  they  follow        23%     of  LI  Members  hired  were   following  ADP  at  the  6me   of  hire      
  18. 18. Step  2:  Build  CommuniRes  of  Talent   STRATEGY  àAWARENESS  à  ENGAGE  à  NURTURE  à  HIRE   Benefits  of  a  Community:  Measurable  Results   Define  populaRons  within  the  talent     community  to  engage  in  new  ways:     By  area  of  interest  and/or  regionally       •   Recruiter  Chats   •   Customized  Webinars   •   Targeted  e-­‐newsleEers   •   Invita6ons  to  meet  us  at  events       (college  campus,  Diversity  Events,  Industry  events,  career  fairs,  Your  own  hosted  events)     Using  digital  means  of  communica6on  (or  digital  tracking  on  physical  ads)   allows  you  to  track  every  step  of  the  process  and  make  constant  improvements  
  19. 19. Step  3:  Nurture  Your  Talent   STRATEGY  |AWARENESS  à  ENGAGE  à  NURTURE  à  HIRE   19
  20. 20. The  Norm       Corporate Branding Content PR Awards Corporate Blog Earnings Community Efforts Job Postings
  21. 21. Best  In  Class   Corporate Branding Content PR Awards Corporate Blog Earnings Community Efforts Job Postings Powerful Talent Brand Content Thought Leadership Humor Video/Photos Employee Testimonials Department/ Individual Blogs Pop Culture
  22. 22. Step  3:  Nurture  Your  Talent   STRATEGY  àAWARENESS  à  ENGAGE  à  NURTURE  à  HIRE   §  Newsletters §  Webinars §  Job Alerts •  22 Email Marketing Hires were up 200% this fiscal year
  23. 23. Step  3:  Nurture  Your  Talent   STRATEGY  àAWARENESS  à  ENGAGE  à  NURTURE  à  HIRE   Event  Based  MarkeRng:   •  Webinars     •  Virtual  Career  Fairs   •  Live  Events         •                  23
  24. 24. Step  3:  Nurture  Your  Talent   STRATEGY  àAWARENESS  à  ENGAGE  à  NURTURE  à  HIRE  
  25. 25.   ADP  Talent  Brand:     By  the  Numbers     25   Life@ADP  -­‐    52%       Community  |  Diversity  |  Benefits     Technology@ADP  –  9%   Discover  a  culture  of  innovaBon     StarRng  your  Career  -­‐  4%       On-­‐campus  recruiBng,  career  advice  for  recent  grads     ADP  EssenRals  –  22%   HR,  Payroll,  Client  Service  &  ImplementaBon  Careers       Sales@ADP  –  13%     Explore  ADP’s  top-­‐ranked  Sales  Programs   800,000+ Talent Community Members 10%  of  North  American  hires  are  directly   aEributed  to  talent  branding  programs   Sales HR IT Consulting Operations 187,446+ Followers on LinkedIn
  26. 26. Talent  Brand  Index  measures  your  talent  brand     What  percent  of  people  who  know  about  you  show  an  interest?   Talent  Brand     Index     =   Talent  Brand  Engagement    Talent  Brand  Reach   Talent  Brand  Reach   Talent  Brand  Engagement   Talent 4,792,260 members members 755,096   ADP     16%   26
  27. 27. Thank  You      

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