This document discusses applying marketing principles to recruiting processes. It outlines 5 key steps: 1) Defining your target candidate persona, 2) Building brand awareness of open positions, 3) Understanding conversion points in the hiring process, 4) Implementing strategies to nurture potential candidates, and 5) Providing ongoing communication to nurture relationships with candidates. The goal is to take a strategic marketing approach to attract, engage, and hire the right people for open roles.

1. What HR needs to know! How to Apply Marketing Principles to Your Recruiting Processes

2. Introduction

3. Today’s Goal

4. Research Says…

5. Biggest HR Challenges

6. Biggest HR Challenges

7. Strategy vs. Tactics Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat – Sun Tzu

8. 1 DEFINING YOUR TARGET

10. Potential New Hire Your Open Position What type of person is so suited for your position that the competition is practically irrelevant Defining your target…

11. You are a new marketing manager for a soap company… How would you market the product? Where? Who? You are now a marketing manager…

13. Pay

14. Advancement

15. Professional Development

16. Level of passion around a causeSkill Level Field Values Geographic Location

17. Start Building a “Persona” of your Target

18. simple complex Resources that can help

19. 2 BRAND AWARENESS

20. Where

21. Does a Brand = a logo? Does Branding = Advertising

22. “A Brand is a person’s Gut Feeling about a Product, Service, or Organization.” – Marty Neumeier http://www.slideshare.net/coolstuff/the-brand-gap

23. A Brand is not only who you are. But who you aren’t…

24. So… your Brand is the sum of EVERYTHING about your organization

25. Where… and how will you present your company in a manner that will resonate with your target?

26. How will they find out about your opportunity?

27. Ideas: Website Video Blog Twitter Facebook LinkedIn Social Communities Your Communities Employee Referrals Career Builder / Monster Universities Newspapers Salary Range Job Boards Skill set / level Job Boards Geographic area Job Boards Job fairs Trade Journals Billboards Your existing corporate communications – email, dm, etc. Contextual PPC advertising Employee Blogs Radio Television How will they find out about your opportunity?

28. But… Brand Awareness isn’t enough.

29. 4 CONVERSION POINTS

30. Where How

31. Can you predict conversion performance? Can you predict the marketing effectiveness of each one of these Harvard Business Review Ads? Vs

32. Do You Know Your Conversion Process? Career Builders LinkedIn Sales Community Job Description / Landing Page Employee Referral 15% 1% 8% Resume Submission Interview Offer 0.85% Acceptance

33. Why conversion is so critical… Webinar: Making the Most of Our Irrationality - Dan Ariely

34. “This conversion heuristic is Marketing Experiments’ empirically derived framework that brings structure and clarity to analysis of the conversion process.” Conversion Heuristic C = 4m + 3v + 2(i-f) - 2a © Marketing Experiments Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <http://www.marketingexperiments.com/methodology-marketingexperiments.html>.

35. Conversion Heuristic Explained C = 4m + 3v + 2(i-f) - 2a © Marketing Experiments C = Probability of conversion M = Motivation of User V = Clarity of the value proposition I = Incentive F = Friction elements of process A = Anxiety about entering information Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <http://www.marketingexperiments.com/methodology-marketingexperiments.html>.

36. The Power of the formula M = Motivation of User V = Clarity of the value proposition I = Incentive F = Friction elements of the process A = Anxiety about entering information *Force of your Value proposition = Appeal + Exclusivity + Credibility Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <http://www.marketingexperiments.com/methodology-marketingexperiments.html>.

37. First Impression of brand? Harvard Business Review Circulation: 239,345 Cost: $ 40,043 What does accenture do? What action can you take Phone number? Website? anything? Why should you take that action?

39. Example 1 Inside Sales job description ------------, a long-time client of ----------, has tasked us with the expansion of a world-class INSIDE SALES TEAM to represent the -------- to both new and long-standing businesses. This will involve developing rapport and building trust with prospects (C-level executives and business owners), while gradually developing a relationship as you transition them into regular customers.We are seeking experienced business-to-business inside sales representative looking to be part of ---------- quickly expanding Sales Team.The ideal candidate must have at least three to five years of phone-base selling experience or collection experience and a steady job history.Job ResponsibilitiesAs an Inside Sales Representative, you will work out of ------- call center. Specific responsibilities include:* Meeting or exceeding sales goals,* Developing credibility and building relationships with clients,* Maintaining up-to-date knowledge of product features and benefits,* Guiding customers through the sales process from application to activation,* Providing customers with follow-up communication,* Ability to close.

40. Inside Sales Job Description In this early career role, you will have the opportunity to gain access to an amazing long term career opportunity. This role is focused on generating leads for our Public Sector Account Executive team, all while learning the business and proving yourself ready for the next step in your career in sales. At -----, we have a career path within our sales organization that is unlike other companies in our space. You will have the opportunity to learn and grow quickly, not taking years to get to the next level. Prove yourself and your hard work will result in promotions and higher income potential. Before you apply, please ask yourself these questions: 1) Am I ready to kick start my sales career in an early career role and prove myself ready for the next step? 2) Am I a self starter who can articulate a value proposition to C level Public Sector prospects comfortably and confidently? 3) Am I passionate about prospecting and have a positive attitude about outbound marketing? 4) Am I willing to learn a new business and leverage my existing sales skills in the tech sector? Example 2

41. 5 NURTURING

42. Strategic Framework.

43. f You must have processes in place to nurture your potential hires and build Loyalty

44. What tactics can you employ to Nurture your prospects that resonate and add value to them What is their motivation? What Value are you providing? Blog Twitter Newsletter Webinar Videos RSS 1 on 1 PhoneCall Community Facebook LinkedIn Event

45. Thank You

47. 15.6 million feet of structured cabling

48. United States Department of Defense

49. Lucas Oil Stadium