This is the second part of the Recruitment is Marketing series by Recroup. In this series we talk about Job Advertising tools and strategy.

1. Recruitment is Marketing
4 part series to uncovering hidden talent

2. Introduction Introduction
Segmentation
Creating Compelling Content
Job Advertising
Part two of the web series will look at how
permission based or pull marketing practices can be
applied to recruiting efforts with the intention of
improving lead generation and nurturing.
As organizations and HR leaders strive to align
talent with strategic objectives, embracing proactive
measures has become necessary not only in being
able to create a pipeline of the right leads, but
nurturing them as well.

3. Segmentation

4. Hard Demographics
Competencies
Candidate Experience
Typical Segmentation
Profile
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5. RECROUP | Recruitment Is Marketing: Part
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“Segmentation,
simply put is,
acknowledging
you can’t be all
things to all
people”
• Define who are the target candidates that
you want to reach?
• What are they like?
• Where are they located?
• How can you reach them most cost
effectively?

6. Understand the goal
Be strategic in your planning
Start small
Research & more research
Create messaging
Such insights would look at
the prospect from a
perspective of their interests,
behaviours, psychographic
profile
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7. The segment must be critical to the
organizations purpose and goals
Segment must be large enough or important
enough to warrant segmentation
“Most importantly, we get to know the persona very
well so we know exactly what questions to ask,
how to ask them and are able to be more effective
and efficient in our hiring process.”
Must be accessible. Can you and your
organization reach the members of the segment
Must be available to fulfill the needs of the
segment
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8. Focus your attention on relevant
channels
Speak in their language
Build a relationship
Address their concerns
Attract them to your company
How should I actually be
segmenting my audience?
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9. Know the role
Identify employees in that role
Research social networks
“One of the key benefits
of segmentation is the
ability to identify pivotal
talent segments and to
develop insights about
these segments that
enable companies to
generate greater financial
or operational value.”
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Background
Career Motivations
Goals

10. Assemble the profile
Create targeted content
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Name
Professional & personal goals
Experience, education, interests, life stage
Background
-David, male age 27
-Currently employed and
considered a passive candidate
-Bachelors degree in unrelated
field
- Spends at least 2 hours a week
coding as a hobby

11. Goals &
Objections
-Concerned about ability to learn
and grow on the job in a
meaningful way
-Smart people like working with
other smart people
-Not having independence or
control or work projects, having
to explain technical issues to
non technical managers
Motivations
-Identifying with company goals
-Physical workspace
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Behaviour
-Visits tech web communities
frequently. Multiple times a day.
Most of the time to get help with
job projects or to learn/help
others

12. http://www.redditblog.com/2010
/08/reddit-is-hiring.html
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Applications must be sent to S@reddit.com,
where:
S is a three-character string which, when given a
null terminator and encoded in hex, is equivalent
to the eight-digit hexadecimal number H.
H is the hexadecimal representation of the decimal
number N.
N = A * B * C * D
A is the number of 1 bits in the current serial
number on the SOA record for reddit.com.
B is the number of seconds in a day.
C is the ASCII value of the character that appears
5304 times in *.html files in a fresh checkout of
the reddit repository. (It's also the EBCDIC
representation of the a character.)
D is the port that you typically connect to when
you need to get an encrypted shell on some
remote machine.

13. Compelling
Content &
Lead
Nurturing

14. Age of information abundance, candidates can gather
whatever information they need
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As in consumer marketing, companies communicate
benefits of a given product, employers have to define
and communicate employee value proposition (EVP)

15. The most popular of which are
videos, whitepapers, blog posts,
and/or infographics
Many technology companies have
their software teams running their
own tech-focused blogs
One of the
best ways to
communicate
is through
inbound and
content
marketing.
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16. Case Example
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Like most startups, Clio had the objective of
growing and expanding its business.
Realized they needed to improve recruitment
process
In order to reach hiring targets

17. The problem was that they were only known within a very
specific field; that is, practicing lawyers primarily in North
America.
Beyond those borders, however, there was very little brand
recognition. Clio wasn’t attracting the pool of quality
applicants they felt they should be.
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18. The company took to social media to solve the, using
Twitter and LinkedIn.
The hashtag #teamclio allowed employees to post photos
and stories to promote their dynamic and interesting
workplace in order to attract potential employees.
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Also created Clio Labs

19. In the fourth quarter of 2013, Clio hired six people. In the
first quarter of 2014, less than three months later, the
company made 31 hires, 14 of which were selected
through the company’s referral program.
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20. Driving Traffic

21. With search becoming
one of the most popular
means of looking for
jobs, recruiters need to
learn how to effectively
use PPC in order to
place the right
candidate into jobs
faster
Recruiters must invest
in SEO & PPC in order
to make their jobs more
searchable
Recruitment
advertising has
drastically evolved
over the years
from posting to job
boards, to setting
email notifications
that are custom to
the candidate’s profile
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22. Data
How many times your ad is displayed
- Impressions
How many times people click on the
ad - Clicks
Were people leaving the web page
immediately after arriving - Bounce
Rate
88% of
candidates
begin their
job search
on Google
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23. Location Targeting
Determine the exact
geographic area you want
your job posting to
reach.
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Options
Recruiters can choose
between multiple
platforms, targeting the
right candidate.

24. Understand the goal
Be strategic in your
planning
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25. Make sure your efforts are
manageable
Research what candidates want
and expect
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26. Make decisions based on your
research findings
Formulate your strategy
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27. About
Recroup
Recroup is a job ad platform
that is challenging the
conventions of recruitment.
We enable recruiters to reach
highly targeted candidates
beyond the traditional
channels. Effectively
breaking the clutter and
shortfalls of conventional
recruitment.
With Recroup, recruiters can
easily converts job postings
into engaging banner ads &
publish them where
candidates actually spend
Follow us on Twitter: @Recroup
Follow us on Facebook:
facebook.com/recroup
Follow us on LinkedIn:
linkedin.com/company/recroup
Josh Tinkler-Josephi
josh@recroup.com
Amit Chauhan
amit@recroup.com
www.recroup.com