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Recruitment marketing
- 1. RECRUITMENT MARKETING IN ONLINE RECRUITMENT PRESENTED BY AADANYA GV GOKUL ANANTH HEMANTHKUMAR NEDUMARAN KARAN RAJ S
- 2. BACKDROP 1 • Why Recruiters/HR Pros Should Care About Recruitment Marketing 2 • The 4-Step Recruitment Marketing Process 3 • Advantages, Slip ups and Examples
- 3. WHY RECRUITERS/HR PROS SHOULD CARE ABOUT RECRUITMENT MARKETING • Your employer brand is your reputation, and if you don’t define it, someone else will! • THE IMPACT OF EMPLOYER BRAND POOR EMPLOYER BRAND Low Brand Awareness Attrition Declined Offers Low Productivity Long Time-to-Hire High Cost-Per-Hire Poor Referral Programs STRONG EMPLOYER BRAND High Brand Awareness Retention More Job Offers Accepted Revenue Goes Up More Quality Applications Lower Cost-Per-Hire Higher Number of Referrals
- 4. WHY RECRUITMENT MARKETING? • Here Recruiting is considered equivalent to Marketing Similarities between RECRUITER and MARKETER • Similar job responsibilities • Externally focused • Common business vision • Concentration on future THIS GIVES RISE TO A CONCEPT CALLED RECRUITMENT MARKETING DUTY OF RECRUITER Attract candidates and convert to hires DUTY OF MARKETER Attract prospects & convert to clients
- 5. NEW APPLICANT EXPERIENCE RECRUITMENT MARKETING • AWARENESS – Candidates are made aware of the opportunity Sources – LinkedIn.com, Glassdoor.com, Monster.com • CONSIDERATION – Opportunity is researched Sources – Employee reviews, Company Ratings. CEO Ratings • INTERVIEW - Prepare for Interview process Sources – Interview question, Interview Reviews and Experience RECRUITMENT PROCESS • OFFER – Decision to accept/decline Sources – Benefits and Salary offered to employees • HIRE – Getting into the job Sources – Candidates they themselves become employees and post review RECRUITMENT MARKETING + RECRUITMENT PROCESS = TALENT ACCQUISITION
- 6. RECRUITMENT MARKETING PROCESS ATTRACT CONVERT CLOSE DELIGHT
- 7. ATTRACT • Understanding your audience and engage them with content SOURCES OF ATTRACTING • Blog • Social Media • Keywords • Pages VISITORSSTRANGERS
- 8. CONVERT • Once the visitors are attracted, they are converted into leads POINTS OF CONVERSION • Job Descriptions • Tailored Landing Pages • Opt-In Forms • Calls-to-Action LEADSVISITORS
- 9. CLOSE • Once they are converted into Leads, they are closed to develop them into Customers SOURCES OF CLOSING • Email • Workflows • Lead Scoring • CRM Integrations DRIVERS OF CLOSING • Advancement • Money • People • Technology CUSTOMERLEADS
- 10. DELIGHT • This is the process where the customers are converted into promoters SOURCES OF DELIGHT • Social Media • Smart Calls to Action • Email • Workflows PROMOTERSCUSTOMERS
- 11. EFFECTIVE RECRUTIVE MARKETING • Win on Price Point: Pay Your People Well (easiest fix) • Win on Word of Mouth: Treat Your People Well (way tougher) • Win Share of Voice: Train Your People Effectively (Brand Ambassadors, Policy, Formal & Informal Learning) • Win Sentiment Analysis: Make work aspirational. • Win Brand Equity: Change the perception of HR by changing the way HR gets done. WIN TRUST. WIN TALENT
- 12. ADVANTAGES OF RECRUITMENT MARKETING •Strategic Alignment •Acceleration •Better Candidate experience •Stronger Employer Branding •Reduced Hiring Costs •Improved Candidate Quality •Increased Diversity
- 13. GOOGLE • S • STRONG CONVERSION RATES – 4X TIMES COMPARITIVELY
- 14. FACEBOOK
- 15. WHERE RECRUITMENT MARKETING CAN GO WRONG • Vague Job Descriptions • Not tracking Job Advertising Sources – Monitoring Evaluating and Redesigning advertising • Ignoring Your Career Page – Crucial element for a company which must be user friendly, informative and professional • Fail to Broaden Horizon – No One size fits all and should choose different medium • Fails to develop Robust Talent Pipeline – Should have a database with all candidate profile to meet future requirement