LinkedIn線上會議：如何運用行銷的概念和思維進行人才招募
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隨著社群興起的時代，人力招募市場與求職者的行為模式已經開始顯著的轉變。招募已經不僅是公告職缺和收集履歷般簡單。為了讓您的招募工作成功一步到位，當您真正開始公告職缺之前，您的招募計畫必須完整佈局並提早啟動。如何將行銷的概念和思維運用于人才招募，即將改變傳統的遊戲規則，並成為企業成功吸引人才的標準配備。 讓LinkedIn北亞區的雇主品牌專業顧問Mandy Wong，帶各位進入社群招募的新境界。在八月的線上會議，我們將談到： - 為何說傳統招募方式與人才轉換跑道的行為模式已經徹底改變？ - 如何用行銷的思維來進行人才招募？ - 招募工作行銷化：哪些是可以衡量社群招募成功的依據？
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LinkedIn線上會議：如何運用行銷的概念和思維進行人才招募
- 1. LinkedIn線上會議：如何運用行銷的概念和思維進行人才招募 • 我們正在等待更多人接入。會議開始之前，請測試您的耳機并 熟悉on24會議平台。 • 除演講人之外的會議參加者都被自動靜音。請利用Q&A功能提 交您的任何問題。會議結束前，我們將預留5﹣10分鐘答問。 • 我們將在會後通過電郵分享會議簡報檔。
- 2. Game Changer Applying a Marketing Mindset to recruitment Mandy Wong Talent Brand Consultant LinkedIn Asia Pacific
- 3. Agenda WHY 1. Talent behavior & recruitment have changed HOW 2. Apply a marketing mindset to recruitment can help you win the game WHAT 3. Metrics can measure success
- 4. WHY | Talent behavior & recruitment have changed
- 6. We have more information than ever on our fingertips Individuals have more power than ever to make the best decision
- 7. The decision making journey has changed of the decision process is complete prior to any interaction with your business Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Pieces of content are consumed before a decision is made Source: Zero Moment of Truth Study, Google
- 8. Marketing a phone is very similar to filling a job vacancy Brand building
- 9. The power base has shifted to the candidate Adopt a ‘marketing’ recruitment mentality “Why do you want to work for me?” Company First “Let me help you understand us” Candidate First
- 10. Keys strategies of ‘Candidate First’ recruitment philosophy “Let me help you understand us” Candidate First Be human Describe ‘a day in the life of’ Allow staff to tell their story Demonstrate the company’s culture Be helpful “how can we help you make the best decision?” Be personalized Personalise the organisation’s purpose to different talent segments
- 11. HOW | Applying a marketing mindset to recruitment can help you win the game
- 12. Marketing mindset to recruitment 3 simple steps Step 1: Define your ideal talent Step 2: Tell them who you are Step 3: Make it easy for them to get hired
- 13. Marketing mindset to recruitment 3 simple steps Step 1: Define your ideal talent
- 14. Step 1 – Define your ideal talent A) Understand who you want Persona Professional Personal Message Sales Title Seniority Experience Skill Location Goals Interests How What Who Why When Title: Software Engineer, Software Developer, System Engineer, Software Architect, Programmer Skills: Java, PHP Location: SG, SF Career Motivators: Comp & Ben Work/Life Balance Career Path Challenging Work Trending Topics: Cloud Computing (Google/Amazon), Android, Big Data, How are you leading the industry? What do current engineers think about working at your company? What type of projects would interest them? Paul the Software Engineer
- 15. Step 1 – Define your ideal talent B) Know what they care about $ Excellent C&B 59% A company with long-term strategic vision 40% Culture that fit my personality 37% A place I would be proud to work 35% Work Life Good work/life balance 59% What do professionals in Taiwan want?
- 16. Step 1 – Define your ideal talent B) Know what they care about Leverage big data!
- 17. Marketing mindset to recruitment 3 simple steps Step 2: Tell them who you are Step 1 Define your ideal talent
- 18. Step 2: Tell them who you are A) Know who you are Benefits Career Path Great Colleagues Work Life Balance Strategic VisionCulture Career Progression
- 19. Step 2: Tell them who you are B) Craft your stories HR Marketing / PR / Comms Employees Senior executives
- 20. Step 2: Tell them who you are Good stories - HKBN Glossary of terms ‘Life-work’ priority Shortened office working hours from 9-6 to 9-5 Discourage meetings that may run past 5pm and prohibit meetings in the afternoon on early off Fridays Family care leave “We want you to either love us or hate us, but don’t feel indifferent towards us.” Terminate bottom 5% policy An elite sports team with a strong common desire to win, rather than a family with unconditional love
- 21. Step 2: Tell them who you are Good stories – Changi Airport #FacesofChangi– from front-line staff to management
- 22. Step 2: Tell them who you are D) Bring your story to the right people Your resources & time are limited…….. Know who you are REALLY talking to
- 23. Marketing mindset to recruitment 3 simple steps Step 3: Make it easy for them to get hired Step 2: Tell them who you are Step 1 Define your ideal talent
- 24. Step 3: Make it easy for them to get hired A) Form a talent community Buildyour tribe of followers – your prime talent pool 95% Followers are 95% more likely to respond to an InMail 61% Members are 61% more likely to share information as a result of following your company 79% 79% of members are interested in job opportunities from companies they are following
- 25. Step 3: Make it easy for them to get hired B) Expand & engage your talent community constantly
- 26. Step 3: Make it easy for them to get hired C) Simplify, simplify, simplify LinkedIn Opportunity Hours 2 minutes, 2 clicksvs.
- 27. WHAT | metrics to measure success
- 28. 28 How To Measure the outcome of Recruitment Marketing = Employer Brand Client’s Data Intangible LinkedIn Data
- 29. 29 How To Measure the outcome of Recruitment Marketing = Employer Brand Client’s Data Intangible LinkedIn Data
- 31. 31 How To Measure Employer Branding Client’s Data Intangible LinkedIn Data
- 32. 32 Website traffic Multiple page views Time on site Job views Job Applications CV uploads Brand Awareness Brand Engagements Hard Leads Conversions Soft Leads Newsletter sign ups Contact us enquiries Hires Target Talent Pools Website Analytics ATS
- 33. 33 How To Measure Employer Branding Client’s Data Intangible LinkedIn Data
- 34. 34 2. Aware 3. Changing perceptions 4. Strengthening interest Talent Brand Index (TBI) Impressions Content Engagement Job Views Company / Career Page & Employee Profile Views InMails Accepted Job Applications 1. Unaware 5. Hired! Brand Awareness Brand Engagements Hard Leads Conversions Soft Leads Talent Community (Followers) InPacted Hires 4. Mind made up Target Talent Pools
- 35. How can LinkedIn help you achieve success of recruitment marketing? Content Effectiveness Exposure Engagement 2 Talent Community 1 Size Quality Overall employer brand Reach Engagement Comparison 3
- 36. Understand your talent community Are they who you want? A B C D E F G H I
- 37. Know what content worked What get you more ‘likes’? Look at how many people see your content, and which types are more interesting to them
- 38. Know what content worked What get you more ‘likes’? A simple change makes a big difference
- 39. See where you are standing at How attractive you are, really? Engagement Reach YOU Talent Brand Index Peers Function Geography
- 40. A strong talent brand Improves recruiting Success 31% 2.5x 28% More likely to stay for more than 6 months Higher InMail response rate 43% Lower cost per hire Job applications When we compare the top third TBI with the bottom third…
- 41. Tying it all together
- 42. Let’s be innovative and change the industry! Sponsored content to global maritime talent How do I apply for your job? I want to work for you! Real case: measurable result from sponsored content
- 43. To know what content works, start posting! Posting on LinkedIn is as simple as ‘copy and paste’
- 45. Appendix | Employer brand stories
- 46. Employer brand stories Good stories – McDonald’s Fast-food giant in need of digital talent
- 47. Employer brand stories Good stories – L’Oreal Style and creativity at the heart of both the company and employer brand
- 48. Questions?
Editor's Notes
- There are 3 parts to what I wanted to talk about. The why, the internet changed both talent behavior and recruitment The how, the mentality shift required and a 3 steps approach And finally the what, metrics to measure your success
- Your talent are human beings after all, so let’s look at how we have behaved differently over the last decade. Physical maps and yellow pages are obsolete – thanks to Internet.
- How to find and consume information have changed dramatically We are always connected on the Internet – relying strangers’ comments and feedback to make decision. Last time you look for a new restaurant to try – Openrice; hotel for your holiday – Trip Advisor, Agoda
- 90% of decision making process is done before ANY INTERACTION WITH YOUR BUSINESS – minimal influence 10 pieces of content affecting the decision – content is very key
- What’s the relevance to recruitment? Marketing a commodity is highly similar to filling a job vacancy Process of marketing a phone starts way before putting it into the store. Reach: make sure people know your brand exists Nurture: use ad, content to tell them about the company vision, great phone features Acquire: so that when they step into the shop, they choose your brand Process of filling a job vacancy also should start way before posting a job vacancy Assume you are hiring a IT manager and competing against competitors Reach: make sure IT manager know you are hiring Nurture: tell them about your employer brand, what it’s like to work at your company Acquire: When they are ready to move, they prefer choosing your company
- Before understanding the steps required, first of all, you need to help your org to adopt a completely different philosophy to recruitment Traditionally: you put your company at the center “Why you are suitable for my company” “Why should I hire you but not the other people” Then hope, the right people will see, and go through hours of application process Need to change to a ‘candidate first’ mentality, where you help people to understand you, and make an informed decision to apply and join
- There are certain key strategies of this philosophy 1. Be human 2. Be helpful 3. Be personalized
- How do you go about putting this philosophy into action. 3 simply steps: Define your ideal talent – know who you are trying to get Tell them who you are – define your identity, then tell them your story Make it easy for them to get hired –easy to stay in touch and indicate interest
- Let’s start
- You can’t get the right people without understanding who you are looking for: Define clearly who you are trying to lure – their professional identity, personal interest, and key messages you want to communicate to them Talk about example of Paul the Software Engineer
- Use big data to know what they care about. HK professionals don’t only care about excellent C&B, but also good work/life balance and culture that fit their personality
- Leverage big data to know what content they are interested in
- Now you’ve sufficiently understand your prey and what they love, it’s time to tell them who you are
- Define your key characteristics as an employer. What are your key selling points? Be authentic Survey with employees Exit interview EVP exercise
- After having a few key selling points you want to communicate across, have a combined effort from HR, marketing, employees and senior executives to craft your unique stories as an employer Best to be combined effort because of diverse perspectives and capabilities from different people within the story, then can tell authentic and trustworthy stories
- Your recruitment team vs. 7 million (7 billion globally) Focus your time on platforms where you know know who you are really talking to. Be targeted, know their most updated professional identity
- Build your talent community – on LinkedIn context – followers They are your prime talent pool – because they indicate interest to learn more about you and you and continue to nurture them about why you are right for them.
- Talent community takes time to nurture! Engage with them constantly with interesting news, snippets of events that demonstrate your culture, senior execs’ sharing etc. Expand by targeted ad and content
- Making the job application process simple is also key to the ‘candidate first’ philosophy You want to make it easy for them. Especially if you are on social media platform like LI where 80% of people are passive candidates
- Ultimately, it boils down to how people think and feel about your company as a place to work…and what they say about you when you are not in the room. All feeds into brand equity.
- Every candidate/potential client goes through the same stages Brand advocates.
- You’ll want to measure your success to justify to your org and senior execs about your effort and investment. Talent community Content effectiveness Overall employer brand
- Use big data to see if they are really who you want; match with your hiring priorities?? Country Industry Function Employers Seniority Boost your effort with ad & sponsored content to build your talent community
- You spend time on posting content, you want to maximize its impact Look at its exposure: how many people can see And engagement: how interesting your content are Adjust your strategy accordingly
- It’s not rocket science; localization & relevancy is key. Simple change and make a big difference
- Japan client’s Tsuneishi’s real life result from Sponsored Updates