This session will provide an overview of marketing technology specifically for HR leaders, covering the trends, tools and tips every talent pro needs to build a tech stack that stacks up when it comes to recruitment marketing. We’ll look at some real-life examples of what cutting edge companies are doing to win the right talent with the right marketing technology, how to integrate marketing technology into your talent attraction strategy and give you some tips and tricks you can use right away to turn your recruitment marketing from cost center into competitive advantage. We’ll discuss: Gain insights on inbound marketing technologies, and how to build a sourcing pipeline through marketing automation and targeted content Understanding the benefits of programmatic ad buying, retargeting, social media ads and other consumer marketing technologies that enable recruiters find the right candidates at the right price How to create killer job descriptions and emails, and the tech it takes to scale personalized messaging and engagement How to measure ROI for recruitment marketing spend, aligning employer and consumer brands and building a business case for internal buy-in.

1. ThankMeLater
How technology can
improve recruitment
marketing

2. Please Allow Me To
Introduce Myself.Matt Charney
Chief Content Officer
Allegis Global Solutions
Allegis Global Solutions
Partner & Editor
Recruiting Daily
Allegis Global Solutions

3. Je ne parle pas français.
Je ne parle pas français.
3
Gratuitous Drake References

4. 4

5. 5

6. Franciscan Monk
1285-1347

7. “The simplest
analysis is
usually the
correct one”.
Source: US Dept of Commerce

8. “Will This Help Me Make
Better Hires Faster?”
“Will this help me be
more effective as a
recruiter?
”Does the data support
the decision?”
Occam’s Razor for Recruiting.

9. Similar job
responsibilities
Externally focused
Common business vision
Concentration on future
MarketerRecruiter
Attract
prospects &
convert to
clients
Attract
candidates &
convert to hires
Recruiting = Marketing

13. If you’re
reading
this, it’s
too late

14. Why is recruitmentmarketing
important?
Trickquestion.
All employer brand statistics are
correlations, not causation.
Job descriptions are the only thing that
matter in recruitment marketing.
Don’t buy a CRM, fix your ATS.

16. Better sourcing toolsNew TechnologyEmployer Branding
“If You Had Unlimited Budget for Recruiting,
Where Would You Invest?”
53% 39% 38%
16
30%
Candidate Experience
28%
More recruiters
30%More training

21. The Shady Project:
Talent Technology Today.

23. Job boards
Social networks
Company careers page
Newspaper ads
Search engine marketing
Brochures
Other
0% 25% 50% 75%
Job Boards Still the Most Popular Way to Advertise Jobs
Average number of hires
Almost 75 percent of respondents used job boards to advertise open positions,
while social networks were the second most popular means of advertising jobs.

25. 2018 Talent AcquisitionTechnologyLeaders, %ofSpend

26. 2018 Talent AcquisitionTechnologyLeaders, %ofSpend

27. 0 5 10 15 20 25 30 35
Referrals
Career Site
Job Boards
Direct Sourcing
College
Boomerangs
Print
% of external hires
% of external hires
Top External Sources of Hire, 2018
Source: CEB

29. CPH 2009: $3,838
CPH 2019: $4,129

31. Pay for Performance, Not for Posts.
24
Cost-Per-Click
(CPC)
Cost-Per-Apply
(CPA)
Cost-Per-Apply-Click
(CPAC)
Pay forperformance, notfor
posts.

33. 22
The ways people pay for ad space have
evolved.
Pay-Per-Word
[1950]
Pay-Per-Click
[2000’s]
Pay-Per-Post
[1990]

34. Of all recruiting ad
spend is online
Global recruiting ad spend
increase in recruitment ad
spend YoY
Recruitment Advertising Projections
24% 11.4B 70%
34

35. Traditional ways of buying digital ad space involve the
publisher running the campaign, while programmatic
puts the control to manage and measure back in the
hands of the advertiser.
Programmatic is buying digital advertising space
automatically, with computers using data to decide which
ads to buy and how much to pay for them.
Kenneth Kulbok - Avocet

36. The top 6% of jobs get 36% of
the applicants
while the bottom 48%
of jobs get <2%.
Let’s talk about that 48%.%.
Appcast, 2018

37. The traditional job board marketplace
• A price is negotiated
• Annual terms & setup get
locked in
• Static rules are set for jobs
• Aggregation and
disintermediation make
tracking impossible
There is no job board nirvana.
Client posts
jobs to various
job boards
Clients receive
some
applicants for
some jobs
Job Board
A
Job Board
C
Job Board
B

38. 4 Ways Recruiters Blow Ad Budget
Non-Converters Budget Optimizing
Buying too many
applicants
Overpaying for
media
Jobs that get clicks, or
take up slots,
but don’t convert.
Budget is spent
regardless of target
CPC.
Continuing to spend
on jobs that have
enough candidates.
Why pay the same rate
on different types of
jobs on duration sites
1 2 3 4

39. Job Board
Supply
Your Job
Demand
Your Goals: Get a qualified,
interested and available slate of
candidates for open jobs as quickly
as possible.
Job Board Goals: Spend budget out
as efficiently as possible by
producing as many candidates as
possible.
Result: Lots of easy to fill candidates
– lots of medium and hard to fill
jobs that will need to be sourced.
The Problem With Job Ads.
EaseoffulfillmentEaseoffulfillment
Qualificationsofcandidates
ETF
MTF
HTF
Qualified
for easy
Qualified
for
medium
Qualified for hard

40. Job Board
Supply
Your Job
Demand
EaseoffulfillmentEaseoffulfillment
Qualificationsofcandidates
ETF
MTF
HTF
Qualified
for easy
Qualified
for
medium
Qualified
for hard
Recruitment Advertising & Strategic Alignment
Your Goals: Source, screen and
submit as many qualified, interested
& available candidates as quickly as
possible to fill open reqs.
New Job Ad Strategy: Spend budget
on jobs that still need qualified
candidates.
Result: Less overall applicant volume,
higher quality of candidate; real time
ad spend dependent on market and
competition.

41. Mobile
Function % of Mobile Applies Market Average
CPA (2017)
Gig 87% $37.18
Transportation 64% $17.47
Hourly 44% $5.30
Customer Service 41% $7.12
Manufacturing/
Production
41% $12.63
Restaurant 39% $6.21
Construction/Trades 38% $8.82
Retail 33% $5.99
Sales 29% $8.32
Admin/Clerical 28% $7.67
Average across all functions
= 35%
5.5% increase in mobile
applies over 2017

42. Some stats & stuff.
Recruitment Media Benchmark Data, Appcast 2018
Shorter job titles drive higher apply rates
CTA%
Number of Characters in Job Title

43. Keep it simple, stupid.
Talk like a human, not human resources
EXCLUDING SYMBOLS
INCLUDING SYMBOLS
4.3%
CTA
6.7%
CTA
Apply Rate by Number of Symbols in Job Ad Title

44. Total Rewards
Recruitment Media Benchmark Data, Appcast 2018
More benefits listed = higher apply rates
Number of benefits Listed Count of Jobs Total Applies Total Clicks Apply Rate
Employee benefits include various types of non-wage compensation provided
to employees in addition to their normal wages or salaries.
Wikipedia, 2018

45. ATS: The Campaign Killer
Overall Apply Rate
Brassring (IBM Kenexa) (11.8%)
Newton (9.4%)
PeopleFluent (9.3%)
TEE (8.3%)
HealthcareSource (5.2%)
Recruitment Media Benchmark Data,
Appcast 2018
Which applicant tracking system you have determines how well your ads convert.
Desktop Apply Rate
PeopleFluent (16.7%)
Brassring (IBM Kenexa) (15.8%)
Newton (12.5%)
TEE (10.7%)
HealthcareSource (7.2%)
Mobile Apply Rate
Brassring (IBM Kenexa) (8.1%)
TEE (5.1%)
PeopleFluent (4.5%)
eRecruit (4.1%)
SuccessFactors & Workday(3.4%) (tie)

46. The Glassdoor Hasn’t Been Shut…Yet.
Employer Branding Matters for Now.
Recruitment Media Benchmark Data, Appcast 2018

47. 47
Why you should care.
Work less, make more.
1. Recruiting gaps and talent supply and demand ratios corrected via industry data
2. Being your own buyer lowers your costs and increases your control
3. You can’t get the right candidates without the right tech.
4. Shortens the hiring process; improved experience
5. The more historical data, the better future performance. Intelligent automation, not artificial intelligence.
1
2
3
4
5

48. What You Can
Do Right Now.
More bang, less buck in online
recruitment advertising startstoday.
33The2018 Recruitment Smackdown:New Players, New Plan

49. Keep the majority of your recruitment
media budget uncommitted.
Buy recruitment ad space monthly or in
real time, but NEVER annually.

50. 35
MixingItUp:AdStrategiesforSuccess
Googlefor Jobs
Ensurethat your job pages
canbe indexed by Google
for Jobs.Don’t rely on an
agency or platform to do
this for you; use Google’s
open developer API to
control distribution and
analytics.
Facebook Jobs
UseFacebook Jobsfor local
reach. Theplatform allows
talent to apply directly
within Facebook’s
environment on company
pages and groups with an
open API for ATS
integrations.
AdExchange&
BiddingSoftware
Usesoftware to buy &
optimize your performance
media from the 70+large
performance ad buyers in
North America.With an ad
exchange,you only pay for
the candidates you use with
no long term commitment.
The2018 Recruitment Smackdown:New Players, New Plan

51. 36
TheRecruitmentMarketing Mix
TheCandidate
Experience
Eliminate friction in your
candidate experience by
focusing on afew KPIs.
Optimize your brand.
Organizations with ahigher
Glassdoor profile rating
attract more candidates on
job adsthan those with a
lower one.
Socialize‘Sourceof
Influence’
Start discussions in yourorg
around multi-touch
attribution. Thinking about
source of influence, rather
than source of hire, is a
great touchpoint forrefining
your long-term talent
strategy.
Ownyour Own
Career Site
Capture and convert more
web traffic by ensuringyour
career site isoptimized.
Jobson third-party sites will
also be indexed, but whynot
capture that interest
yourself and build your
talent pipelines?
The2018 Recruitment Smackdown:New Players, New Plan

52. TL;DR: Programmatic advertising beats employer
branding any day of the week.

53. Final Thoughts
Make your HMs happy: Focus on the
experience and satisfaction with the
hiring process from the people you work
for, not the candidates who may never
make it.
Work smarter: Job advertising >
recruitment marketing. Your ATS > job
board database. You > matching
technologies, bots and “AI.”
Monitor the competition: Job
descriptions are the best source of
competitive intelligence.

54. Ask as many questions as you can.
Learn as much about the business, not
the business of recruiting, as possible.
The best price isn’t free, it’s based on
performance. Get what you pay for.
Be a recruiter. Not a marketer, or a
data storyteller, or a branding expert.
Be the best at that, and you’ll become
indispensable.
Remember that you’re going to be a
candidate again.
How to marketyourself

55. Stop talkingtrends.
Focus on what works, not what’s
possible.
Trends are defined by data, not
influencers.
Be your own thought leader (and
trust yourself).
Win through iteration, not
innovation. Play the long game.

56. 1. Know the business.
2. Know the data.
3. Know the people.
4. Know yourself.
Just make the damn hire.

57. Thanks, Toronto.
@MattCharney
mcharney@allegisgroup.com
www.insidetalent.com