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Recruitment Marketing Insights 2016
- 1. Recruitment Marketing Insights2016 1 RECRUITMENT MARKETING INSIGHTs The content and social marketing techniques that are changing the face of recruitment
- 2. Recruitment Marketing Insights2016 2 The role of HR has evolved dramatically since the start of the 21st century. Creativity, flexibility and a range of skills traditionally associated with attracting new customers are now crucial in attracting and engaging the right candidates. The rise of content marketing and the continued growth of social media are changing how today’s companies win the best talent. We set out to understand who is utilising these techniques, the impact they are having now and the role they will play in the future. introduction
- 3. Recruitment Marketing Insights2016 3 We have gathered some useful data to help you: - Secure more budget for recruitment marketing - Discover what techniques and tools are in use across the industry and how they can work for you - Set clear KPIs and measure them effectively A large percentage of our respondents agree that recruitment marketing activities: - Increase brand recognition - Increase the number and quality of applicants - Reduce the time and cost per hire If you are unsure where to start or what to do next, this report will give you some great ideas about how to proceed. Why this report is for you
- 4. Recruitment Marketing Insights2016 4 Recruitment marketing has a positive impact on brand recognition, number and quality of applications as well as reducing time and cost per hire. IMPACT OF RECRUITMENT MARKETING What effect has your recent recruitment marketing activity had? Notsure None-N/A-we haven’tdone anyrecruitment marketingrecently Improvedstaff retention Increasedbrand recognition Reduced costperhire Increasedthe diversityof applicants Increasedthe numberof applicationsper vacancy Increased thequalityof applicants Reducedtimeto fillpositions 5% 9% 19% 23% 29% 32% 41% 36% 35%
- 5. Recruitment Marketing Insights2016 5 Regardless of company size or sector, HR professionals agree on the importance of strategy, goals and values. STRATEGY AND VALUES Does your company have a well- defined recruitment strategy and goals? Yes No 7% 93% Do you have clear company values? Yes No 3% 97% Do you think everyone in the business you work for knows and understands your company values? Yes No Not sure 62% 19% 20%
- 6. Recruitment Marketing Insights2016 6 97%have defined company values but 39% aren’t sure if those values are fully understood across the business. Making sure your employees know what the company stands for and why you’re different is an important step in any successful recruitment marketing strategy.
- 7. Recruitment Marketing Insights2016 7 HR professionals are using candidate personas to find the right employees. CANDIDATE PERSONAS Do you ever create candidate personas? Yes No 46% 54% How useful do you typically find candidate personas in helping you reach ideal candidates? Extremely useful Quite useful 4% 60% 36% Not that useful If you don’t use candidate personas, why not? We don’t know how We don’t think they’re very helpful We don’t have time 26% 53% 21% 3% Other
- 8. Recruitment Marketing Insights2016 8 54%create candidate personas, and 96% of those find them to be a useful tool. Effective personas help you to reach the right people with the right messages at the right time, attracting the skills your business needs, achieving the right cultural fit and improving staff retention.
- 9. Recruitment Marketing Insights2016 9 There are obvious trends in the types of content being used, but HR professionals are experimenting with different approaches. types of recruitment content Careerwebsite/ microsite 63% Employeeinterviews /jobprofiles 55% Joinuspage 44% Newsletters 42% Q&As 33% Careerblogs 32%Guides 29% Employer brandvideos 27% Videojob advertisements 23% Jobographics 14% Slideshares 12% Podcasts 10% Which of the following types of recruitment content have you produced?
- 10. Recruitment Marketing Insights2016 10 Career websites, join us pages and employee interviews are popular options. EFFECTIVENESS OF CONTENT Please rate the effectiveness of the following types of recruitment content: N/A Very ineffective Somewhat ineffective Neither effective nor ineffective Somewhat effective Very effective Employee interviews/ jobprofiles Q&As Slideshares Podcasts Guides Newsletters Jobographics Videojob advertisements Employer brandvideos Careerblogs Joinuspage Career website/ microsite 0% 10% 20% 30% 40% 50%
- 11. Recruitment Marketing Insights2016 11 Social media is widely used for distributing recruitment content, with LinkedIn, Facebook and Twitter proving most popular. DISTRIBUTING CONTENT VIA SOCIAL MEDIA Do you have any career/employer brand-specific social channels? Yes No 62% 38% Do you ever use social media to distribute your recruitment content? Yes - often Yes - occasionally 20% 42% 25% Yes - we’ve tried this once or twice 13% No - never Which social media platforms do you use/have you ever used to distribute your recruitment content? Facebook73% LinkedIn67% Twitter50% Instagram19% Snapchat5%
- 12. Recruitment Marketing Insights2016 12 67% use social channels to distribute careers content and more than 77% plan to continue using it in the future, but only 38% have a dedicated career or employer brand channel. Might it be time to introduce specific recruitment social channels?
- 13. Recruitment Marketing Insights2016 13 LinkedIn is deemed most effective for distributing recruitment content followed by Facebook. EFFECTIVENESS OF SOCIAL MEDIA FOR DISTRIBUTING CONTENT Please rate the effectiveness of these social platforms in distributing your recruitment content: Snapchat 0% 5% 15% 25% 30% 10% 20% 35% 40% InstagramFacebook TwitterLinkedIn N/A Very ineffective Somewhat ineffective Neither effective nor ineffective Somewhat effective Very effective
- 14. Recruitment Marketing Insights2016 14 HR professionals are experimenting with paid promotion on social media. USE OF PAID PROMOTION ON SOCIAL MEDIA Have you ever paid to promote recruitment content on any of your social channels? Yes Not yet, but we plan to try it 4% Not sure No, and we don’t have plans to 31% 44% 21% Which social platforms have you ever paid to promote content on? Facebook 65% LinkedIn 65% Twitter 33% Instagram 24% Snapchat 12%
- 15. Recruitment Marketing Insights2016 15 LinkedIn and Facebook are deemed most effective for paid promotion of recruitment content. EFFECTIVENESS OF PAID PROMOTION ON SOCIAL MEDIA Please rate the effectiveness of your paid content on these social platforms: SnapchatInstagram 0% 5% 15% 25% 30% 10% 20% 35% 40% Facebook TwitterLinkedIn 45% 50% N/A Very ineffective Somewhat ineffective Neither effective nor ineffective Somewhat effective Very effective
- 16. Recruitment Marketing Insights2016 16 USE OF SOCIAL MEDIA FOR COMMUNICATING DIRECTLY WITH CANDIDATES Do you ever use social media to communicate directly with potential candidates i.e. sending personal messages? 17% 26% 19% 38% Yes - often Yes - occasionally Yes - we’ve tried this once or twice No - never Which social media platforms do you use/have you ever used to communicate directly with potential candidates? Twitter45% Facebook79% Instagram13% Other1% 80%LinkedIn Snapchat5%
- 17. Recruitment Marketing Insights2016 17 Please rate the effectiveness of these social platforms in communicating directly with candidates N/A Very ineffective Somewhat ineffective Neither effective nor ineffective Somewhat effective Very effective EFFECTIVENESS OF SOCIAL MEDIA FOR COMMUNICATING DIRECTLY WITH CANDIDATES 0% 10% 20% 30% 40% 50% 60% LinkedIn TwitterFacebook Instagram Snapchat
- 18. Recruitment Marketing Insights2016 18 43% use social media to communicate directly with potential candidates. LinkedIn and Facebook are proving highly effective for that purpose, with Twitter, Instagram and Snapchat all proving viable ways to make direct contact.
- 19. Recruitment Marketing Insights2016 19 These techniques are here to stay... THE FUTURE OF SOCIAL MEDIA FOR RECRUITMENT How successful have you been in finding and attracting candidates via social media? Fairlyunsuccessful8% Idon’tknow,as we’restruggling tomeasureit 3% N/A-we haven’ttriedit 15% 12%Verysuccessful Veryunsuccessful3% Neithersuccessful norunsuccessful19% Fairlysuccessful42% Notsure Do you plan to continue using social media for recruitment? Definitelynot2% Probablynot5% 16% Maybe37% Definitely40%
- 20. Recruitment Marketing Insights2016 20 HR professionals have mixed views about asking employees to help share recruitment messages. USE OF EMPLOYEE ADVOCACY Yes - sometimes Yes - often No - but we’re planning to start No - and we don’t plan to Do you ever actively ask your employees to help you share your recruitment marketing messages or content? 9% 26% 24% 42% Which recruitment/employee engagement platforms have you ever used? Glassdoor None - N/A - we’ve never used any 31% 32% 20% Trap!t 4% Social Chorus 14% 14% 24% 18% Bullhorn Reach Circulate.itDynamic Signal Other
- 21. Recruitment Marketing Insights2016 21 Industry sectors vary in their approach to involving employees, with healthcare, IT, retail, finance and engineering leading the way. EMPLOYEE ADVOCACY BY INDUSTRY SECTOR Yes - often No - and we don’t plan to No - but we’re planning to startYes - sometimes Do you ever actively ask your employees to help you share your recruitment marketing messages or content? Accountancy, bankingandfinance 0% 5% 15% 25% 10% 20% Business,consulting andmanagement Charityand voluntarywork Creativeartsanddesign Energyandutilities Engineeringand manufacturing Environment andagriculture Healthcare Hospitalityand eventsmanagement Informationresearch andanalysis Informationtechnology Insuranceand pensions Law Lawenforcement andsecurity Leisure,sportandtourism Marketing, advertisingandPR Mediaandinternet Propertyand construction Publicservicesand administration Retail Sales Scienceand pharmaceuticals Teachingandeducation Transportandlogistics Othersector
- 22. Recruitment Marketing Insights2016 22 HR professionals agree that measurement is important – but it can be challenging to get the right data MEASURING RECRUITMENT MARKETING Do you ever measure the success of your recruitment activity? Yes No 11% 88% N/A 1% Qualityofapplicants Lengthoftimetofillpositions Numberofapplications pervacancy Staffretention/churn Diversityofapplicants If you do measure the success of your recruitment activity, what do you measure? 63% Costperhire Traffictoyourcareer site/joinuspage Engagementwith recruitmentcontent* Bouncerateonyourcareer site/joinuspage 63% 57% 52% 46% 43% 27% 26% 18% *shares,likes,retweets,etc.
- 23. Recruitment Marketing Insights2016 23 HR professionals agree on the importance of measurement. MEASURING RECRUITMENT MARKETING How do you typically measure the success of your recruitment content? Web traffic / Google Analytics Content tagging system / tracking system 18% 32% Social media listening tools 47% 3% Other It’s difficult to get accurate measurements We don’t know what to measure It takes too much time We don’t have the right technology We’re not interested in measurement If you don’t measure the success of your recruitment activity, why not? 50% 41% 27% 14% 5%
- 24. Recruitment Marketing Insights2016 24 88% are measuring success. Of these, 47% rely on Google Analytics, 32% use sophisticated content tagging and tracking systems and a further 18% make use of social media listening tools. If you are not measuring your recruitment marketing activity, this should be the year to start.
- 25. Recruitment Marketing Insights2016 25 This research was undertaken by HR managers in a range of companies across the UK. ABOUT THIS RESEARCH 1% 8% 23% 24% 16% 28% 10-51 50-249 1-9 450-999 250-499 1000+ Number of employees in company
- 26. Recruitment Marketing Insights2016 26 Sector breakdown ABOUT THIS RESEARCH 11% 11% 10% 12% 8% 8% 7% 4% 3% 2% 4% 3% 4% 4% 1% 1% 2% 1% 1% 1% 1% 2% 3% 1%1%1% Charity and voluntary work Energy and utilities Environment and agriculture Hospitality and events management Information technology Law Leisure, sport and tourism Media and internet Accountancy, banking and finance Retail Science and pharmaceuticals Transport and logistics Business, consulting and management Creative arts and design Engineering and manufacturing Healthcare Information research and analysis Public services and administration Law enforcement and security Marketing, advertising and PR Property and construction Recruitment and HR Sales Teaching and education Other sector Insurance and pensions
- 27. Recruitment Marketing Insights2016 27 our last word Marketing and employer brand matter Our respondents report that recruitment marketing techniques help them improve everything from the volume (40%) and diversity (31%) of candidates to their brand recognition (23%) and employee retention (18%). Taking this approach also makes it easier for your ideal candidates to find and recognise your company as the place they’d like to work. It’s worth putting in time, effort and budget to master these techniques and make them even more effective in your business.
- 28. Recruitment Marketing Insights2016 28 Our research was produced in collaboration with HR transformation consultancy Veran Performance The research was conducted by OnePoll among 200 HR managers in a range of companies across the UK. If you have further questions about this study, contact us at info@hellosoutherly.com.
- 29. Recruitment Marketing Insights2016 29 Like what you’ve seen? please share it... Get in touch +44 (0)20 3397 4971 Info@hellosoutherly.com Download our free guide Sign up to our blog
- 30. Recruitment Marketing Insights2016 30 So how can we help tell your story? We tell stories that engage your audience. We use words, conversations, video and pictures to tell your story. We work online, face to face and in print to create compelling content. But really, the medium by which we tell our story doesn’t matter, it’s how we tell it that makes the difference. 020 3397 4971 - info@hellosoutherly.com www.hellosoutherly.com