How to align your Recruitment Marketing strategy to your corporate Diversity and Inclusion (D&I) objectives, presented by Lori Sylvia, Founder and CEO of Rally Recruitment Marketing, to the New England Talent Acquisition Consortium (NETAC) on May 23, 2018. Includes examples of companies that are doing it well. Also includes a template that you can use to present your Recruitment Marketing strategy to leadership.

1. © 2018 Rally™
How to Align Recruitment
Marketing to Your D&I Objectives
(or any objectives that really matter
for your organization)
Lori Sylvia, Founder & CEO, Rally™

2. © 2018
RallyRecruitmentMarketing.com

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1. KNOW CORP OBJECTIVES
2. AUDIT YOUR EVP
3. UPDATE YOUR PERSONAS
4. CHECK YOUR MESSAGING
5. REFRESH YOUR CHANNELS
6. REPORT YOUR PROGRESS

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1. START AT THE TOP:
WHAT ARE YOUR COMPANY’S
OBJECTIVES FOR D&I, ARE THE
OBJECTIVES STATED PUBLICLY AND
WHO REPORTS THE RESULTS?

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CORPORATE D&I GOALS
Companies are making bold public statements about D&I.
Do you know your company’s objectives?

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Example of a public statement of a measurable D&I objective

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Example of publicly stating progress towards an objective

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Example of
publicly stating
progress towards
an objective

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2. CONDUCT AN AUDIT:
IS YOUR EMPLOYER VALUE
PROPOSITION APPEALING TO A
DIVERSE RANGE OF CANDIDATES?

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Why Work
Here: leading
with D&I
commitment

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Example of showcasing diversity through Employee Resource Groups

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Example of integrating
D&I in Why Work Here
career site page – but
proving commitment
with awards

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3. UPDATE YOUR PERSONAS:
WHICH AUDIENCES ARE YOU TRYING
TO ATTRACT?

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Video created for Grace Hopper recruiting event

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Featuring who
you want to
attract on your
career site

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Featuring who you
want to attract on
your career site

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Source: Craig Fisher

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Source: Jeanne Bliss

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4. WHAT’S YOUR MESSAGE:
WHAT ARE YOU COMMUNICATING
ABOUT YOUR CULTURE AND
VALUES TO ATTRACT AND REACH
MORE DIVERSE AUDIENCES?

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How you describe your
benefits will connect or
disconnect with your
targeted personas

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How you describe your
benefits will connect or
disconnect with your
targeted personas

23. © 2018Source: Colleen Finnegan
Life at Pandora Life at Squarespace
Photos on your career site should be of real
employees in their work environment. Pictures
are worth a thousand words.

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PM
Example of social post reflecting
who works at your company, and
also who you want to attract

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5. CHECK YOUR PRESENCE:
WHAT CHANNELS ARE YOU USING
TO DELIVER YOUR MESSAGE TO
REACH INTENDED AUDIENCES?

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Redirect budget to job boards,
events and channels that will
reach your target personas

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6. REPORT YOUR PROGRESS:
WHAT RESULTS SHOULD BE
MEASURED AND REPORTED TO
LEADERSHIP?

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Corporate
Talent Acquisition
Recruitment Marketing
CAN YOU SHOW DIRECT SUPPORT OF
CORP & TA GOALS?
Goals should cascade down

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2018 Corporate Goals
1. Achieve 70% of 2025 D&I goals, which are to:
• Grow women in director and above roles globally to 50%
• Increase U.S. annual hiring rate of minorities to 40%
2. Goal
3. Goal
4. Goal
5. Goal
(Sample)

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2018 Talent Acquisition Goals
1. Achieve 70% of 2025 D&I goals, which are to:
• Grow women in director and above roles globally to 50%
• Reach 35%
• Increase U.S. annual hiring rate of minorities to 40%
• Reach 28%
2. Goal
3. Goal
4. Goal
5. Goal
(Sample)

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2018 Recruitment Marketing Goals
1. Attract & recruit women to director+ roles globally to reach 35% of roles
RM Objective Resources Req’d Measurement
1. Create 4 employee story videos of director+
women representing each business unit
$15,000
2. Write 3 career progression stories of
director+ women representing each geo
$0
3. Promote above content on social media (corp
channels + employee brand advocates) with
CTA to personalized landing pages / JDs
$10,000 400 talent network joins,
200 applicants, 12 hires
4. Exhibit at Grace Hopper and Women in
Technology
$30,000 incls T&E Add 100 women to talent
pipeline, 5 hires
5. Invest in paid profile on Fairygodboss with
targeted job listings
$0 – reallocate job
advertising spend
300 talent network joins,
150 applicants, 8 hires
$55,000 Hires = 25, CPH = $2,200,
CPL = $62.50
(Sample)
When presenting to Leadership, show
direct link between RM and D&I Hires

32. © 2018
2018 Recruitment Marketing Goals
1. Attract & recruit women to director+ roles globally to reach 35% of roles
RM Objective Resources Req’d Measurement
6. Review and update photography used on
career site
$
7. Review and update language in job
descriptions
$
8. Implement nurture track (email + text) for
contacts in CRM
$
(Sample)

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1. KNOW CORP OBJECTIVES
2. AUDIT YOUR EVP
3. UPDATE YOUR PERSONAS
4. CHECK YOUR MESSAGING
5. REFRESH YOUR CHANNELS
6. REPORT YOUR PROGRESS

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2018 Recruitment Marketing Goals
1.
RM Objective Resources Req’d Measurement
1.
2.
3.
4.
5.
$ Hires = , CPH = $, CPL = $
(Template)

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Related resources available on RallyRecruitmentMarketing.com

36. © 2018 Rally™
Thank you!
Lori Sylvia, Founder & CEO, Rally™
@lorimsylvia
@rally_rm