Recruitment marketing for volume hiring (web)
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Recruitment marketing for high volume hiring requires a new approach and new tools. Talkpush CEO presents how to adapt the message and the recruitment pipeline for each channel, including Facebook, employee referral programs, graduate hiring, and job boards.
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Recruitment marketing for volume hiring (web)
- 1. RECRUITMENT ACCELERATION Recruitment Marketing for Volume Hiring By: Max Armbruster, CEO, Talkpush Contact me here: Twitter.com/talkpush hello@talkpush.com https://hk.linkedin.com/in/maxarmbruster
- 2. WHO WE ARE Talkpush is a software company specialized in recruitment automation. WHO USES TALKPUSHWHAT WE DO Talkpush accelerates the sourcing and screening of talent for high volume employers. As of March 2016, a new candidate is being interviewed over the phone by Talkpush every 3 minutes. INVESTORS & PARTNERS
- 3. Monster 63 million CareerBuilder 22 million Facebook 22 million Indeed 8 million LinkedIn 8 million Unique monthly visitors 2008 Source: Unique Monthly visitors, comScore Facebook 214 million LinkedIn 101 million Indeed 39 million Monster 22 million CareerBuilder 10 million RECRUITERS HAVE ACCESS TO RAPIDLY GROWING ONLINE DATABASES Unique monthly visitors 2015
- 4. BUT CANDIDATES ALSO HAVE MORE CHOICE THAN EVER BEFORE
- 5. WHERE DO PEOPLE SOURCE THEIR HIRES? Source: Top Sources of Hire 2015, Silkroad (US Market)
- 6. JOB BOARDS SOCIAL MEDIA EMPLOYEE REFERRAL CAREER FAIRS & OFFSITE EVENTS RECRUITMENT AGENCIES
- 7. JOB BOARDS A RACE TO CALL BACK THE BETTER CANDIDATES
- 8. JOB BOARDS SOME COMPANIES EVEN SKIP INTERVIEWS ALTOGETHER
- 9. SOCIAL MEDIA MANAGING VOLUMES AT A DIFFERENT SCALE
- 10. Do • Use for your high volume hiring (e.g. graduate hiring program or lower-skill hires) • Customize the application process to be mobile-friendly • If possible: capture & qualify candidates without a resume • Target ads for the specific demographics, including your competitors’ employees Don’t • Count your success in “likes” • Post Facebook memes all week – produce original content and re-use regularly • Demand that candidates visit your career site and fill a long form FACEBOOK DOS AND DONTS
- 11. Marketed Sourced Phone screened Shortlisted Hired 180,000 people saw the ads we published on Facebook 5500+candidates signed up via dedicated job ad landing pages 1,625 completed automated phone interviews 583 shortlisted by the recruitment team after listening to their recording 60+ confirmed hires STANDARD RECRUITMENT FUNNEL FOR A FACEBOOK CAMPAIGN Sample data from a Facebook campaign: • Data from a campaign ran in December 2015 from a leading BPO company in the Philippines ran in the provinces • Final marketing cost per hire (CPH) was estimated at USD 75 per hire. SAMPLEDATAFROMA FACEBOOKCAMPAIGN
- 12. Pre-screening is essential to ensure a good hit rate. 63% % TIME RECRUITERS SPEND ON THE PHONE Recruiters spend most of their time phone screening candidates. 7.7 # OF CANDIDATES INTERVIEWED PER HIRE 5.4 Source: G2VCareers, Jobvite 4.5 Limited pre-screening Average pre-screening Standard pre-screening SCREENING THESE LARGE VOLUMES IS ESSENTIAL BUT EXPENSIVE
- 13. CASE STUDY: HOW SAP WIDENED THE RECRUITMENT FUNNEL See how SAP revamped its graduate hiring program by reaching out to a much wider audience, and by automating the initial selection process. Read on “Can an algorithm replace a recruiter?” Result: • 1.2 million website visitors • 50,000+ applicants • 500 hires
- 18. CAREER FAIRS & OFFSITE EVENTS YOUNG JOB SEEKERS ARE CONFUSED AND ILL INFORMED
- 19. CAREER FAIRS & OFFSITE EVENTS CASE STUDY: A CAREER SITE FOR GRADUATE HIRING THAT KEEPS IT SIMPLE
- 20. RECRUITMENT AGENCIES EXTERNAL RECRUITERS ALWAYS SEEM TO BE OFFLOADING THEIR MECHANDISE You need to set the rules of engagement (KPIs, processes) so they work as an extension of your team rather than a traditional vendor.
- 21. Source: Smashfly TRENDS: TRACKING AND REMARKETING 74% OF ONLINE APPLICANTS DROP OFF DURING THE APPLICATION PROCESS
- 22. Who are they? Where can you find them? What attracts them? PASSIVE JOB SEEKERS (80% of the talent pool) • Already gainfully employed, not searching • More focused on long-term career • More loyal and stable • More selective about the next role • Targeted advertising • Social media networks (Linkedin, Facebook) • Headhunting • More responsibilities • Building their resume • Working with a competitor • Understanding the industry better • A different story • Perks and benefits ACTIVE JOB SEEKERS (20% of the talent pool) • Actively looking • Sending their applications to many potential employers (may lack focus) • Job boards • Job feeds • Job fairs • Search engines • Fastest application process • Highest salary Jobboards& classifiedsHOW TO TALK TO PASSIVE CANDIDATES SOCIAL MEDIA
- 23. HOW TO TALK TO PASSIVE CANDIDATES
- 24. HOW TO TALK TO PASSIVE CANDIDATES
- 25. Build a pipeline of interested leads separate from applicants. Pro-actively engage with visitors and followers Strengthen and segment your communications Greenhouse or Buffer allow you to schedule your posts over time in a central portal 1 2 3 HOW TO TALK TO PASSIVE CANDIDATES Post to 50+ Job Boards with one submission
- 26. Source: CB insights TRENDS: MORE DISRUPTION IS ON THE WAY
- 27. 10 Early-Stage HR Tech Startups To Watch Company Last Funding (Month/Year) Total Disclosed Funding ($M) Business Phenom People 2/1/2016 $ 11.0 Applies CRM tech to hiring for retargeting JobToday 1/28/2016 $ 10.0 talent to jobs on-demand for restaurants, etc. Criteria Corp 10/19/2015 $ 9.1 pre-employment testing service Textio 12/16/2015 $ 9.0 AI-powered intelligent text platform that predicts how well text will perform AppCast 11/12/2015 $ 7.5 Mobile programmatic job advertising Lytmus 10/1/2015 $ 7.2 talent sourcing Pymetrics 12/2/2015 $ 6.6 Job matching powered by neuroscience Jopwell 1/20/2016 $ 3.4 diversity and hiring recruiting platform Jobbatical 3/2/2016 $ 2.9 connects top talent to employers across the globe for short term gigs Bonusly 11/20/2015 $ 2.0 Bloomberg Beta and FirstMark Capital Source: CB insights TRENDS: 10 EARLY-STAGE HR TECH STARTUPS SET TO DISRUPT
- 28. 1. Grow your talent pool (aka. “talent network”) 2. Automate to handle larger volumes 3. Adapt your recruitment funnel and message to each channel 4. Activate employee referral programs with tools connecting to social media FINAL WORDS: 4 KEY TAKE-AWAYS 5. Measure your sourcing efforts in hires, not in “likes”
- 29. WE’LL BE ANSWERING QUESTIONS NOW Q A& THANKS FOR LISTENING Q & A SESSION