Are you ready for 2020? Join this Live Rally Webinar on how to create your Recruitment Marketing plan for 2020. Shelby Grip, Sr. Manager of Talent Brand and Recruitment Marketing at Stryker, and Lori Sylvia, Rally Founder, will share their pro tips for how to build a plan that’s achievable on any budget. You’ll learn what programs, projects, technologies and resources to focus on this year that will give your company an edge in talent attraction. In partnership with Glassdoor and Talemetry.

1. Create Your 2020
Recruitment
Marketing Plan
IN PARTNERSHIP WITH

2. Now is your time.
Call for entries
Early bird: January 31, 2020
Final entry: February 28, 2020
RallyAwards.com

3. © 2020
Lori Sylvia
Founder and CEO
Rally
@lorimsylvia
@rally_rm
Shelby Grip
Sr. Manager of Talent Brand
and Recruitment Marketing
Stryker
@ShelbyBurghardt

4. © 2020
• Stryker is one of the world’s leading
medical technology companies
• 38,000+ employees worldwide
• Headquartered in Kalamazoo, MI
• 40 straight years of sales growth
• #8 World’s Best Workplace 2019

5. © 2020
What You’ll Learn Today
• How to create Recruitment Marketing goals that align with Talent Acquisition goals
• How to consider what budget you’ll need and what you can focus on if you don’t have any
• Pro tips for partnering with the business to support their recruiting needs, and prioritizing their
requests with the improvement projects you want to tackle
• The foundational technology every TA team needs for Recruitment Marketing operations
• Measuring Recruitment Marketing outcomes with metrics your leadership really cares about
• And my recommendations for 2020 Recruitment Marketing priorities for every maturity level
• Live Q & A

6. © 2020
Testing
Marketing
Failure
Recruitment
Marketing

7. © 2020
What would you
try
if it was
OK to fail?

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PRIOR YEAR
ANALYSIS

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2019 Content Audit
• Identify top performing and lowest performing
posts across all social channels
• What worked well
and why?
• What didn’t work
well and why?

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Preparing to Plan
• Write down what you want to accomplish in 2020
• Meet with your team to see what they want to accomplish
• Compile all of the items into one list and then rank them
from most important to least important:
Must Have | Should Have | Nice to Have

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ALIGNING
GOALS

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Setting and Prioritizing Goals
• Understand the TA team goals
• Review your team goals and identify where they may align with the
TA goals
• Prioritize the Must Have goals that align with the TA goals first,
then work on the Should Haves, then lastly review the Nice to
Haves
• Be realistic about what you will be able to accomplish

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Sample TA-RM Goal Alignment
Using the S.M.A.R.T. goals method is an
effective way to frame your approach. Here's
how our example is “smart”:
• Specific – RM to attract director+ women candidates
• Measurable – 120 and 250; also note that these goals
comprise 40% of the total RM focus in Q1 (as an
example)
• Actionable – drive applicants and add leads
• Relevant – supports TA Goal #1, which is aligned to
corporate Diversity & Inclusion initiatives
• Time-bound – commitment to achieve in Q1
2020 TA Goal #1
Attract & Recruit Women to Director Level+ Jobs
to Comprise 35% of Director+ New Hires
(Increase from 20% in 2019)
Q1 RM Goals (40%)
1. Drive 120 qualified women candidates to apply to the 30
director level+ jobs open in Q1, with an emphasis on hard-to-fill
engineering and sales roles
2. Add 250 qualified women candidate leads to our talent
pipelines in engineering and sales for Q2+ sourcing

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ASKING
FOR
BUDGET

15. © 2020
Recruitment Marketing Budgets 2018
1-500
Employees
Percent
of total
501-2,500
Employees
Percent
of total
2,501-10,000
Employees
Percent
of total
10,001-
50,000
Employees
Percent
of total
50,001 plus
Employees
Percent
of total
Technology $13,432 20% $25,091 22% $49,810 23% $100,076 15% $446,154 26%
Advertising $35,018 51% $37,380 33% $97,107 46% $443,826 64% $873,333 51%
Services $19,600 29% $50,667 45% $64,818 31% $142,675 21% $392,857 26%
Total $68,050 100% $113,138 100% $211,735 100% $686,577 100% $1,712,344 100%
Number of practitioners in survey = 410
Of those, number who answered company size question = 292
Of those, number who answered budget question = 179
Source: Rally Recruitment Marketing

16. © 2020
Budgeting
• Use data to show what works and what the impact will be
• Provide tiered options: $500 vs. $5,000 vs. $50,000
• Or tiers that work for your company
• Pilot initiatives to show
potential impact
Tier 1
Tier 2
Tier 3

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What if you don’t have data?
• Use case studies
• Use reports with benchmark data
• Connect with other recruitment marketers
• Facebook Group: The Employer Brand Forum
• Facebook Group: The Talent Brand Alliance

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Benchmark Resources
• Appcast 2019 Recruitment Media Benchmark Report
• Glassdoor Jobs & Hiring Trends for 2020 Report
• Jobvite 2019 Recruiting Benchmark Report
• Rally 2019 Recruitment Marketing Job & Salary Survey Report
• SmashFly 2019 Recruitment Marketing Benchmarks Report
• Talemetry 2019 Fortune 500 Candidate Conversion Audit
• Whatagraph 2019 Digital Marketing Benchmarks Cheatsheet for 2019

19. © 2020
Prioritizing Programs vs. Projects
PROGRAMS PROJECTS
Hourly recruiting Ongoing New CRM 6-12 months
Diversity & inclusion Ongoing Careers site update 3-9 months
Campus and recent graduate
recruiting
Ongoing Content library 2-6 months
Customer service rep pipeline Ongoing Email nurture tracks 1-2 months
New location opening in Q3 Campaign Employee Brand Advocates 6-9 months

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Lori’s Rule of Thumb

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RM
TECH
STACK

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RECRUITMENT
MARKETING
TECH STACK
FRAMEWORKJob Distribution & Advertising
Chat & Text
Careers Site
ATS
Employer Profiles & Reputation Management
...
Lead Generation & Nurture (CRM/RMP/ATS/Referral)
Content Creation, Curation & Amplification
Social Media Management

23. © 2020
MEASURING
OUTCOMES

24. © 2020
Why RM Measurement is a Challenge
What is Your Manager’s Experience
with RM?
What is Your Manager’s Attitude
about RM?
Source: Rally Recruitment Marketing
Number 334, full and part-time combined

25. © 2020
Why RM Measurement is a Challenge
How Are You Measured?
check all that apply
Source: Rally Recruitment Marketing
Number 322, full and part-time combined

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What We Measure at Stryker
Monthly report for Talent Attraction Team and quarterly report for recruitment
teams that includes:
1. Career site and careers blog data (visitors, traffic sources, talent network
members, subscribers, etc.)
2. Social media analysis (followers gained, engagement rate, top performing posts,
low performing posts, competitive analysis, etc.)
3. Advertising campaigns (Impressions, Clicks, CTR, Spend, CPC, etc.)
4. Brand sentiment analysis (recent reviews and competitive analysis on
Glassdoor, Comparably, kununu, etc.)

27. © 2020
What We Measure at Stryker

28. © 2020
Shelby’s Lessons Learned
• Start early – Begin your planning process as soon as you can. (It’s not too late!)
• Give the people what they want – Stop sharing content that doesn’t work and
focus on what is working and make it even better.
• Provide tiered marketing options – Allow the recruitment team to make a
decision that will work for them and their budget.
• Get feedback on what success looks like for each team – Ask the recruitment
team what data they want to see so that you are providing them with the
information that is most important to them.

29. © 2020
Lori’s 2020 RM Priorities
If you’re getting started...
• Job descriptions
• Careers site
• Social media
• Core content assets
• Employer reviews
If you’re scaling up...
• Employer brand
• Candidate experience
• Paid social
• Recruiter enablement
• Nurture your database(s)

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If you’re ready to innovate...
• Centralized management
• Conversion rate optimization
• Programmatic advertising
• Employee generated content
• Social amplification
Lori’s 2020 RM Priorities

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What If You Have No / Little Budget?
A little budget...
• Copywriter for job descriptions
• Employee story videos
• LinkedIn Live
• Brand Ambassadors
• Google / social ads
No budget...
• Create / rewrite / curate content
• Launch a careers blog
• Get active on social media
• Respond to reviews
• Partner with Marketing!

32. © 2020
2020

33. © 2020
Thank you!