AGR Attraction and Marketing Forum 09.03.15 - Andy Ayatt - The Uncomfortable Truth About HR

andy@btmh-ltd.com | @theholodeck
The uncomfortable truth about HR

Introduction
20 years specialising in digital
transformation, strategy and delivery
Passionate about the candidate
experience and the transformative effect
of technology on the way we live our lives
Over 50 awards for effectiveness,
innovation, website, social and candidate
experience
Andy Hyatt
andy@btmh-ltd.com
@theholodeck
Linkedin/andyhyatt

To get you started…
4 8
4 42

Let me put it another way…

How
recruiters
see
candidates

How an ATS
sees
candidates

How
candidates
see
themselves

The truth?
HR needs a rethink…

You have to think like marketeers

Graduate
Jobs
Microsite
Corporate
Site
Jobs
site
ATS
Micro
sites
Mobile
site
Glass
door
Google
Careers
fairs
Events
ENACTUS
Trade
press
Job
CentresJob
Aggregators
Understanding the journey

Adapting to context
 Great
for
content
snacking
 A
struggle
to use
on
mobile
devices
( not
graduate
jobs…)

Optimising for conversion

You have to plan like advertisers

Understanding brand and influence

Adapting to cultural, generational
and channel behaviours
Gen X
Will read text first
Gen Y
Will scan images and
headlines first
Gen Z
Will click videos first

Preparing well in advance
A typical
content plan
should include 6
weeks worth of
advance:
• Themes
• Hashtags
• Audiences
• Influences
• Events
• Channels
• Platforms
• Signed off
content
• Acquisition
points
• (anticipated
responses)

You have to analyse like data
planners

Cost Impressions Clicks CTR
Cost per
click
BANNER A
BANNER B
£10,000 100,000 4,000 4% £2.50
£10,000 100,000 2,000 2% £5
TWEET £500 0 36 n/a £13.86
This only tells you how affective
your advertising has been…

Applications CTA Cost per app
BANNER A
BANNER B
400 10% £25
50 2.5% £200
TWEET 10 27.8% £50
This tells you how effectively your
site is working

Completed
applications
CTQA
Cost per
quality app
BANNER A
BANNER B
40 1% £250
50 2.5% £200
TWEET 4 11.1% £125
Hires
Cost per
hire
20 £500
25 £400
2 £125
This tells you how your ATS process
impacts the candidate journey

Cost Impressions Clicks Apps Completions
BANNER A
BANNER B
£10,000 100,000 4,000 400 40
£10,000 100,000 2,000 50 50
TWEET £500 0 36 10 4
Hires
20
25
2
Tying it together allows you to
identify and manage the key issues
Why is this advertising 50%
less effective?
What is impacting the conversion
rate so drastically?
How can we improve the
number of people we are
converting?

Tracking is only going to get more
complex

Finally, you need to predict the future

There are some things you can
already be considering

Focus on three streams
Who they are (TGI, psycho-,
socio-demographics)
What touchpoints they use
(mobile, web, gaming,
social media sites)
How and when
Understanding users
and the candidate
journey

socio-demographics)
social media sites)
How and when
Ensuring that content does
not inhibit the user journey
Integrate jobs via XML
feeds or API
Being clear in signposting
Language and TOV
Understanding users
and the candidate
journey
Restructuring and
optimising your
touchpoints

socio-demographics)
social media sites)
How and when
Ensuring that content does
not inhibit the user journey
Integrate jobs via XML
feeds or API
Being clear in signposting
Language and TOV
SEO, SEM & Social
Digital media planning &
optimisation
Job Boards vs. Lifestyle sites
CPM vs. CPL vs. CPA
Understanding users
and the candidate
journey
Restructuring and
optimising your
touchpoints
Using data across the
entire journey to
drive quality

Something to help: user profiles
This area represents the
key questions that the
user is looking to answer
This area provides
background information
about the user. This helps
reviewers understand
how the user will
respond to particular
events, plus some of the
underlying drivers behind
their questions
This area provides a
backdrop as to the events
leading up to the task. They
help provide a context as to
what the user is looking to
gain from the site and why

How to review: task pages
The blue box maps out the
actions that the user is
conducting.
The comments provides a
sense as to how the user is
feeling and what they are
thinking
The orange box provides
thoughts, ideas or
recommendations that
arise as a result of the user
tasks. These are carried
through to the review and
the recommendations
The red circle
indicates where
the user clicks at
the end of the task

How to review: task review pages
Each question is mapped
out and has three states:
the user completed the task
(indicated by a green tick);
the user partially
completed the task
(indicated by a tick or a
cross in a bracket) or the
user failed to complete the
task (indicated by a red
cross) The blue box at the bottom
of the pages provides any
final thoughts or
recommendations as a
result of completing the
task

Chief Content
Officer
Producer
Content Marketer
Community
Manager
Editor
Strategist
Crowdsourcer
Social Media
Manager
Knowledge
Manager
Analyst /
researcher
Writer
Data journalist
Curator
Listener
Visualiser
Optimiser
Direction Insight
Audience Execution
CreativityInspiration
FeeedbackReportingAnother little something to help…

Chief Content
Officer
Producer
Editor
Strategist
Content Marketer
Community
Manager
Crowdsourcer
Social Media
Manager
Knowledge
Manager
Analyst /
researcher
Curator
Listener
Writer
Data journalist
Visualiser
Optimiser
Direction Insight
Audience Execution
CreativityInspiration
FeeedbackReporting

Thank you!
Questions?
andy@btmh-ltd.com

Images
• http://www.bigdata-
careers.com/wp-
content/uploads/2014/05/big-
data.jpg
• http://blogs.reuters.com/uknews/files/
2009/08/students.jpg
• http://www.thefsagroup.com/img/ic
ons/solutions/orderprocessingSolution
s.png
• http://cdn.flaticon.com/png/256/300
69.png
• http://2.bp.blogspot.com/-
ZTBuLaipsmU/Ub7isuYe66I/AAAAAAA
AADM/Q0G0e4ilCA0/s1600/BW+Vect
or+Social+Media+Icons.jpg
• http://sproutsocial.com/insights/wp-
content/uploads/2014/10/Facebook-
Atlas-Need-to-Know-011.png
Articles
• http://users.wpi.edu/~djamasbi/PDFS/
2010%20djamasbi%20et%20al-
%20IJHCS%20(journal%20version).pdf
• http://www.slideshare.net/sparksand
honey/generation-z-final-june-17
• http://www.nngroup.com/articles/f-
shaped-pattern-reading-web-
content/
• https://blog.kissmetrics.com/eye-
tracking-studies/
• https://blog.kissmetrics.com/eye-
tracking-studies/
• http://www.quicksprout.com/2014/04
/16/8-powerful-takeaways-from-eye-
tracking-studies/
• https://econsultancy.com/blog/6596
6-what-is-material-design-10-
pioneering-examples/

AGR Attraction and Marketing Forum 09.03.15 - Andy Ayatt - The Uncomfortable Truth About HR

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AGR Attraction and Marketing Forum 09.03.15 - Andy Ayatt - The Uncomfortable Truth About HR