Delivered at the Grand Rapids Chamber Talent Summit 2018.

1. CANDIDATE Experience
CREATING A STRONG EMPLOYER BRAND &

2. Creating a Recruitment Marketing Strategy
Introductions / Challenges01
Developing Your Employer Brand02
03
PART 1AGENDA

3. Recruitment IS marketing. If you’re a recruiter
nowadays and you don’t see yourself as a
marketer, you’re in the wrong profession.
MATTHEW JEFFREY

4. recruitment begins with brand

5. Why does it matter?
43%
cost per candidate
“Companies with stronger employer
brands, compared to competitors, on
average see a 43% decrease in the
cost per candidate they hire.”
LINKEDIN
“88% of millennials believe that
being part of the right company
culture is very important.”
REP HIKE
“A strong employer brand leads to
50% more qualified applicants.”
LINKEDIN
88%
Right culture
50%
QUALIFIED CANDIDATES

6. START WITH YOUR
[brand] STORY
Leverage your company brand story
Align your mission, vision, purpose and culture
Craft a compelling, clear and consistent narrative
Define value proposition based on audience
“Reinvent. Brand like a marketing
department, and go out and find talent.”
PEGGY FRAZIER, VP GLOBAL TALENT ACQUISITION, BLACKBAUD

7. WHAT MAKES A
strong brand?
Clear purpose, a sense of “why”
Matches experience delivery and consistency
Driven by true understanding of audience
Emotive, unique and authentic
Fully integrated, lived out and trustworthy
“Too many companies want their brands to reflect some
idealized, perfected image of themselves. As a consequence, their
brands acquire no texture, no character and no public trust.”
RICHARD BRANSON, FOUNDER OF VIRGIN GROUP

8. Developing your Employer Brand

9. Why does it matter?
75%
consider brand
“75% of job seekers consider an
employer’s brand before even
applying for a job.”
LINKEDIN
“69% of Americans would not take
a job with a company that had a
bad reputation.”
ITA GROUP / GLASSDOOR
“84% would consider leaving their
current jobs if offered another role
with a company that had an
excellent reputation.”
ITA GROUP / GLASSDOOR
69%
bad reputation
84%
excellent reputation

10. A strong employer brand aligns with your
business, culture and reputation. It gives job
seekers and candidates a realistic and authentic
preview of working at your company.
ITA GROUP

11. EMPLOYER BRAND FRAMEWORK
AUDIENCE &
MARKET ANALYSIS
DEFINE
BRAND & EVP
BUILD PLAN &
BUDGET
DESIGN CANDIDATE
EXPERIENCE
EXECUTION &
IMPLEMENTATION
MEASUREMENT &
OPTIMIZATION

12. UNDERstanding
your audience
Solicited and unsolicited feedback - internal / external
Determine hiring needs and ideal candidate profiles
Persona / empathy mapping - driving motivators
Segmentation and targeting based on profiles
“Defining your audience…is one of the most important
steps in any recruitment marketing strategy.”
BELINDA WALKER, ALLEGIS GLOBAL SOLUTIONS
AUDIENCE &
MARKET ANALYSIS

13. SR. Marketing Leader Meahgan
Background
STATUS:
Currently or recently employed in
a marketing leadership position
EDUCATION:
Marketing & Business,
Advertising & PR,
Communications / B.A. or MBA
CAREER PATH:
Spent 2-3 years in small business
and/or nonprofit. Transitioned
into corporate and manager-level
after 3 years. 1-2 years in
leadership.
LOCATION:
Larger markets - Chicago,
Detroit, New York
Experience
LEVEL:
Senior leader / experienced
managerial level
REQUIREMENTS:
Experience with marketing
strategy and integrated
implementation. Digital
marketing / AI / Blockchain.
Customer Experience design.
CERTIFICATIONS:
Professional Certified Marketer
(PCM), Certified Customer
Experience Professional (CCXP)
UNIQUE QUALIFICATIONS:
Crisis management, change
management
Needs & WaNTS
KEY WANTS:
Creativity / innovative culture
Growth opportunities
Travel opportunities
Flexibility - remote working
Autonomy
Ability to mentor / leadership
Community engagement
CHALLENGES / AVERSIONS:
Long interview process
Politics / toxic culture
Impersonal communication
Non-agile structure
GOALS:
Fast career progression
Ability to make an impact /
progressive marketing
KEY MESSAGES
Innovative culture driven by
collaborative team structure.
Results-only environment,
flexibility and autonomy.
Company in growth-mode,
looking to expand into
international markets.
CANDIDATE PERSONA SAMPLE

14. WHAT’s IN IT FOR
THEM? YOUR EVP.
Must align with corporate brand and mission
Based on feedback, experience and core values
EVP - unique and compelling
Align messaging with audience segments
“A strong Employer Brand communicates that your company is
a good employer and a great place to work at.”
KRISTINA MARTIC, TALENT LFYT
DEFIND
BRAND & EVP

15. employee value
proposition (EVP)
COMPENSATION
SALARY SATISFACTION
RAISES AND PROMOTIONS
FAIRNESS
EVALUATION SYSTEM
TIMELINESS
BENEFITS
PTO
HOLIDAYS
INSURANCE
RETIREMENT / 401K
EDUCATION
FLEXIBILITY
FAMILY
CAREER
PROFESSIONAL
DEVELOPMENT
STABILITY
TRAINING & ON BOARDING
CONSULTING
EDUCATION & FEEDBACK
ENVIRONMENT
RECOGNITION
AUTONOMY
PERSONAL ACHIEVEMENTS
CLEAR RESPONSIBILITIES
INNOVATION
LIFE-WORK BALANCE
CULTURE
UNDERSTANDING OF
BUSINESS GOALS
LEADERSHIP TEAM
SUPPORT
SOCIAL RESPONSIBILITY
TRUST
COLLABORATION / TEAM
SPIRIT
SOURCE: TALENTLYFT

16. Marketing strategy
DEVELOPING YOUR RECRUITMENT
BUILD PLAN &
BUDGET
DESIGN
CANDIDATE
EXPERIENCE
EXECUTION &
IMPLEMENTATION

17. Recruitment
marketing strategy
Think long-term and be proactive
Nurture strategies just like nurturing leads
Inbound recruiting and content marketing
Innovative tactics that drive engagement
“The goal of every inbound recruiting strategy is to
continually attract talent and build your talent pools."
KRISTINA MARTIC, TALENTLYFT
BUILD PLAN &
BUDGET
Invest in your strategy - realistic budget

18. execution tactics
to consider
Educational and culture-driven content
Strategic social media channels
Targeted narratives and stories
Optimized careers website (video / multi-media)
EXECUTION &
IMPLEMENTATION
Third-party recruitment sites (Glassdoor / LinkedIn)
Culture tours and VIP events
Employee advocates “Over 90% of companies
are using social media
for recruiting.” GLASSDOOR
Community recognition

19. AUTHENTIC. SEGMENTED. FOCUSED. VISUALLY APPEALING. STORY.
Recruitment
brand story videos

20. CANDIDATE Experience
CREATING A STRONG EMPLOYER BRAND &

21. Crafting the Candidate Experience
Company Case Studies
Workshop Session - Digital Presence
01
02
03
PART 2AGENDA

22. the candidate experience

23. “you hire great people the same way you create
a great user experience for any product or
piece of software. This starts with first
understanding the user”.
LOU ADLER

24. Why does it matter?
90%
change minds
“Up to 90% of candidates claim that
the candidate experience they
receive can change their minds
about a role or company.”
RECRUITING BRIEF
“40% of those with a positive
candidate experience said they now
felt more inclined to buy from the
company, regardless of whether they
were actually hired or not.”
TALENT BOARD SURVEY
“27% of candidates with a negative
experience would warn associates
against applying.”
TALENT BOARD SURVEY
40%
inclined to buy
27%
warn against

25. Candidates are
customers too
Awareness and nurture
Consideration
Interest
“Candidate experience covers every interaction an applicant has
with your business and brand during the hiring process and
how they experience and react to those interactions.”
PATH MOTION
Evaluation
Close and relationship development
PRE APPLY
post apply

26. CX principles to recruiting
ALIGNMENT INTENTIONALITY CONSISTENCY
SIMPLICITY EMPOWERMENT EMPATHY

27. optimizing the
candidate experience
Understand the cost/benefit of each hire
Utilize data to optimize the recruiting experience
Compelling and pain-point driven job descriptions
Mobile-friendly and frictionless application process
Leverage employee referrals / bonus program
Train on latest interview techniques
Consistent and timely communication
Ask for feedback

28. Case Studies - Some of the best

29. WHAT MAKES THEM
DIFFERENT?
Strategic approach to employment brand
Demonstrate culture / “day in life”
Utilize appropriate channels / social
Third-party reviews / Glassdoor
Compelling and relevant content
“In 2018, when a record number of people are already
employed, a great candidate experience is not so much a
reputation management tool as it is a hiring necessity.”
HIREVUE

30. A GOOD CANDIDATE EXPERIENCE SIMPLIFIED?
IT’S EASY FOR ALREADY EMPLOYED CANDIDATES
SELLS THEM ON YOUR UNIQUE OPPORTUNITIES

31. workshop session

32. QUESTIONS?

33. CONNECT
mpear@bdo.com
CREATING A STRONG EMPLOYER BRAND & CANDIDATE EXPERIENCE
@meahganp / linkedin.com/in/meahganpear
SOURCES:
5 Reasons Every Employer Should Care About Recruitment Marketing, Belinda Walker, April 10, 2018
Inbound vs. Outbound Recruiting: Which One is Better for You?, Kristina Martic, TalentLyft, December 22, 2017
Employer Branding (EB) vs. Recruitment Marketing (RM): The Difference, Kristina Martic, TalentLyft, March 20, 2018
The Ultimate List of Employer Brand Statistics, LinkedIn Talent Solutions
Glassdoor, Employer Brand Book
Why Employer Brand Matters, ITA Group
HireVue - Candidate Experience in 2018