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10 Ways to Win With Recruitment Marketing
- 1. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
10 WAYS TO WIN
WITH RECRUITMENT MARKETING
- 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
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- 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Featured Speaker
Alicia Garibaldi
Senior Content Marketing Manager
Author of Employer Branding & Recruitment Marketing For Dummies®
alicia@glassdoor.com
@albagaribaldi
- 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
#Glassdoor
- 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Agenda
• 10 Ways to Win with Recruitment Marketing
• How to Create a Recruitment Marketing Strategy
• Understanding Which Metrics to Track
• Sharing Results
• How to Take Advantage of Social Media
- 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Recruitment marketing includes all
communications that an organization
uses to attract talent to its workforce.
- 7. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Recruitment Marketing Tools
Career Websites
Blogs
Job Postings
Photos & Videos
Social Media
Events
Emails
Talent Community
Display Advertising
- 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
10 WAYS TO WIN
WITH RECRUITMENT MARKETING
- 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Create a Unique, Strong and
Authentic Brand
1
- 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
“Your brand is what other
people say about you when
you’re not in the room.”
Jeff Bezos – Founder & CEO, Amazon.com
- 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Step 1
Would current
employees
recommend
your
organization
to a friend?
What are
job seekers
saying
about you
on
social?
What is
your
company
rating
on
Glassdoor?
- 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
69%of Glassdoor members
agree their perception of a
company improves after seeing
an employer respond to a review
84%
would consider leaving their
current jobs if offered another
role with a company that had an
excellent corporate reputation }Most in $75-100K salary
range would only require
a 1-10% salary increase
to consider such a move
Step 1
Source: Glassdoor Survey, October 2014
- 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Top 5 pieces of information job seekers want
employers to provide as they search where to work:
Details on what makes the company
an attractive place to work
Details on compensation packages
Details on benefit packages
Company mission, vision and values
Basic company information
Step 1
1
2
3
4
5
- 14. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
STRONG
EMPLOYER BRAND
High Brand Awareness
Retention
More Job Offers Accepted
Revenue Goes Up
More Quality Applicants
Lower Cost-Per-Hire
Higher Number of Referrals
POOR
EMPLOYER BRAND
Low Brand Awareness
Attrition
Declined Offers
Low Productivity
Long time-to-hire
High Cost-Per-Hire
Poor Referral Programs
vs.
Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
- 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Step 1
Companies with a
good employer brand
see an average of
22%in reduced
recruitment
fees
Companies with a
strong employer brand
enjoy
50%cost-per-hire
savings
Source: Employer Branding Global Study Report Source: LinkedIn
Save Money With Employer Branding
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Train Internal Brand
Ambassadors2
- 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Encourage employees to
wear company gear
Involve employees in the
hiring process
Utilize referral programs
Step 2
Employee Brand Ambassadors
- 18. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Step 2
Understand Employee Sentiment
- 19. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
5 Ways to Develop Brand Ambassadors
Encourage Them
Communicate the Importance
Incentive Them
Train Them
Make It Easy
1
2
3
4
5
Step 2
- 20. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Encourage viral photos and
videos in all departments
Show the real “you” on a career
blog or through social posts
Let employees be who they are
Step 2
Let Employees Be Who They Are
- 21. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Track Key Performance
Indicators
3
- 22. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Key Metrics
Cost-Per-Hire
Time-to-Hire
Cost-Per-Applicant
App-to-Hire Ratios
Applicant Quality
Step 3
- 23. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Key Marketing Campaign Channel Analytics
Step 3
Job Advertising
Social
Events
Employee Referral Program
Email
Recruiting/Staffing Agencies
Cost-per-hire, time-to-hire, cost-per-applicant,
app-to-hire ratios, candidate quality
Clicks, mentions, retweets, user demographics,
impressions, reach
Candidate quality, time-to-hire, cost-per-hire
Percent of employees who would recommend
your business, cost-per-hire
Open rates, click-through rates, response rates
Cost-per-hire, time-to-hire, candidate quality
- 24. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Share Results With
Stakeholders
4
- 25. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Assigning Recruitment Marketing
Roles & Responsibilities
Career Website Recruiting Employer Branding
Employee Engagement Events Social Recruiting
Email Mobile Calendar & Budget
Step 4
- 26. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Simplify the Message5
- 27. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Make Job Applications Easy
Questions
Layout
Branding
Social
Step 5
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Monitor the Competition6
- 29. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
When Monitoring the Competition, Ask Yourself:
Are your competitors posting
jobs in similar places?
What roles are they trying to fill?
Do they have a social presence?
What are their strengths and
weaknesses?
Step 6
- 30. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Analyze Your Traffic Compared to Competitors
Step 6
Male
69%
Female
31%
Male
73%
Female
27%
Male
68%
Female
32%
Gender
High
School
4%
College
67%
Graduate
School
30%
Education
High
School
4%
College
58%
Graduate
School
30%
High
School
6%
College
69%
Graduate
School
30%
Your Company Competitor 1 Competitor 2
- 31. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
See Where Your Competitor Is Investing
Step 6
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Respond to Every Candidate7
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Treat Every Candidate
Like a Customer
- 34. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Step 7
Most job seekers
READ 4-7
REVIEWS
before forming an
opinion of a company
Source: Glassdoor Analytics, Q1 2015
- 35. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Join the conversation
Compliment the good and
appreciate the bad
Show candidates that you value and
are receptive to employee feedback
Respond to Reviews
Step 7
- 36. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Create a Marketing Calendar8
- 37. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Marketing Calendar
Hiring dates and onboarding
classes
Recruiting events
Big themes and hiring initiatives
Job advertising start and
end dates
Step 8
- 38. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Run a Referral Program9
- 39. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Referral candidates are
5X more likely to get hired
than other candidates
Employee referrals
are the #1 SOURCE
for quality new hires
Source: Staffing.org
Source: ERE
Increase Candidate Quality
Step 9
- 40. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Use Social Media at Every Step10
- 41. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Social Recruiting — 2 of the Top Channels
Most Used for Employer Brand Promotion:
Step 10
92%company
website
80%social media
&
- 42. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Social Media and Job Searching
Step 10
79%
are likely to use social
media in their job search
86%
of people in the first 10 years
of their career are likely to use
social media in their job search
- 43. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Social Media and Job Searching
Step 10
Nearly 2 in 3 say
their employer does not
(or know how to) use
social media to
promote job openings
Nearly 3 in 4 say
their employer does not
(or know how to) promote
their employment brand
on social media
- 44. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Major Social Platforms
Step 10
- 45. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Hashtags
Step 10
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Pro Tip
Download Employer
Branding for Dummies® or
Recruitment Marketing for
Dummies® to help you with
your strategy!
- 48. Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Questions?
Alicia Garibaldi
alicia@glassdoor.com
@albagaribaldi