The document outlines strategies for the IRS's recruitment marketing campaign aimed at attracting highly qualified and diverse candidates. It emphasizes the development of strong marketing materials, candidate tracking systems, and strategic outreach initiatives involving partnerships with educational institutions and professional organizations. The goal is to enhance the IRS's reputation as an employer of choice and maximize recruitment effectiveness through various digital engagement tools.

1. Strategies to Attract the Best
Jaqi Ross
IRS Manager, Media Branch

2. Sourcing and Branding: The Talent Acquisition Lifecycle
IRS’s Annual Strategic Recruitment Marketing and Advertising
Campaign attracts highly qualified and diverse candidates into the
application process for each of the IRS projected occupations to
allow IRS to select and fill all available positions.
Improves the IRS’s competitive position as an employer of choice in
relation to both other government agencies and private employers of
workforces with similar competencies and experience to
occupations.
At the same time, demonstrates the highest possible return for the
investments made.

3. Recruitment Strategy
• Supports and balances all
division needs
• Enables local participation
• Enhanced with strong
partnerships

4. Recruitment Strategy
• Improves target setting and
planning
• Develops strong strategic
source management
• Develops effective
marketing and media
• Develops candidate tracking
system and processes
• Develops clear performance
and ROI measures

5. Recruitment Strategy
• Consistent corporate
messaging is a critical
success factor

6. Strong Strategic Source Management
Goals accomplished:
• Deep relationships built with
sources
• Diverse set of flexible
resources that can be
revamped up or down to
meet variable recruiting
needs
• Centralized recruiters
managing institutional
relationships, administration
and logistics of recruiting
• Service-wide representatives
used as the “Face of the
IRS” to candidates

7. Initiatives
• College and university recruitment
program
• Recruiting program with
professional associations
• Recruiting program with IRS
employee organizations

8. Initiatives
• Leverage non-traditional intake
channels to aid in recruiting
• Referral program to encourage all
employees to become “IRS
recruiters”
• Collaborate with other IRS
divisions to utilize representatives
at recruiting events

9. Executive Participation
Agency executives
support recruitment
through a variety of
activities at 97 schools.
• Service on university
on advisory councils
• Participation in
executive-in-residence
programs
• Mentoring students
• Judging competitions
• Appearing as guest
speakers

10. Effective Marketing & Media
A single, standardized set of IRS marketing
materials incorporates:
• Consistent brand message:
– One of the world’s leading financial institutions
– The IRS, a great place to work
– You can make a difference!
– “Count on Me”
• Clear value propositions
for early and mid-career
candidates as well as
opportunities

11. Strategic Outreach to Targeted Demographics
• Students &
early career
• Mid-career
• Veterans
• Disabled
• Other under-
represented

12. Games: Effective Engagement Tools

13. Social Media: Effective Engagement Channels
Goals and Initiatives:
• Ability to maintain relationship with candidates from beginning to
end of recruiting process
Facebook Account
Created Aug. 2009
Feb. 2010: 97 Fans
Nov. 2010: 1,603 Fans
Twitter Created (3) Accounts
Over 600 followers
October: 36,313 impressions
•Regular Avatar Gatherings
• Professional Meetings
• General IRS Info- Tax Forms
• 49.5% make up 18-34 yr olds.

14. Measuring Social Media Effectiveness
Online tools:
– Google Analytics
– Webtrends reports
– Social Mention
– Twellow
– WeFollow
– Mr. Tweet
– Bit.ly
– Tweetreach
All traffic is driven to Facebook: # of fans / Fan posts / Org. Posts / replies /
jobs.irs.gov careers website Twitter: # of Followers / Tweets / Mentions / Retweets / Replies
becomes the anchor and LinkedIn: # of People in Network / Inquiries / Contacts
information clearinghouse. Second Life: # of Visits / Interactions

15. Effective Candidate Tracking
• Link successful
applicants and excellent
employees to recruiting
sources for continuous
improvement
– Evaluate needs and
enhance technology
solution for tracking
candidate contacts
– Put processes in place
for regularly contacting
candidates in pipeline to
solicit applications

16. Effective Candidate Tracking
• Link successful
applicants and excellent
employees to recruiting
sources for continuous
improvement
– Evaluate needs and
enhance technology
solution for tracking
candidate contacts
– Put processes in place
for regularly contacting
candidates in pipeline to
solicit applications

17. Effective Candidate Tracking
• Link successful
applicants and excellent
employees to recruiting
sources for continuous
improvement
– Evaluate needs and
enhance technology
solution for tracking
candidate contacts
– Put processes in place
for regularly contacting
candidates in pipeline to
solicit applications

18. Questions & Discussion