SmashFly and Traitify present a recruitment marketing webinar on how to scale personalization and create unique candidate experiences for enterprise organizations. There's no better example than GE: dive into how GE nurtures its talent network and truly thinks through marketing campaigns that help candidates answer "why this company" and "why now."

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Ramping Up Personalization:
How to Scale Unique Candidate Experiences
+ #RMGetsPersonal

2. Thanks for joining us!
• Audio is streaming over the web. All attendees are on mute
to avoid background noise.
• Questions? Use the Q&A tab in the lower left hand corner!
• You’ll receive the slide deck and recording as a follow-up.
#RMGetsPersonal+

3. Speakers
Dan Sines
CEO & Founder
Shaunda Zilich
Global Employment Brand Leader
Allison Schaaff
Marketing Operations Manager

4. Let’s Talk Personalization
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5. Let’s Talk Personalization
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• Timely
• Relevant
• Valuable

6. The Stats
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of consumers say they are only likely to
engage with an offer if it has been personalized to
reflect previous interactions the consumer has had
with the brand.
Source: Marketo
79%

7. The Stats
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Lack of content relevancy generates 83%
lower response rates in the average
marketing campaign.
Source:
Constellation
Research

8. The Stats
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Personalized emails produce higher
transaction rates
Source: Experian
6x

9. Why “Scale” Personalization?
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10. #RMGetsPersonal
Getting Personalization Right

11. #RMGetsPersonal
Getting Personalization Right
• DON’T… funnel candidates into a black hole

12. #RMGetsPersonal
Getting Personalization Right
• DON’T… funnel candidates into a black hole
• DON’T… give everyone the same (bad) experience

13. #RMGetsPersonal
Getting Personalization Right
• DON’T… funnel candidates into a black hole
• DON’T… give everyone the same (bad) experience
• DON’T… not even try!

14. Practical Strategies for Personalization
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15. #RMGetsPersonal
Practical Strategies for Personalization
• Segment your CRM database

16. #RMGetsPersonal
Practical Strategies for Personalization
• Segment your CRM database
─ Job family (sales, engineering, finance, etc.)

17. #RMGetsPersonal
Practical Strategies for Personalization
• Segment your CRM database
─ Job family (sales, engineering, finance, etc.)
─ Experience level (entry-level, mid-career, etc.)

18. #RMGetsPersonal
Practical Strategies for Personalization
• Segment your CRM database
─ Job family (sales, engineering, finance, etc.)
─ Experience level (entry-level, mid-career, etc.)
─ Persona (student, veteran, etc.)

19. #RMGetsPersonal
Practical Strategies for Personalization
• Segment your CRM database
─ Job family (sales, engineering, finance, etc.)
─ Experience level (entry-level, mid-career, etc.)
─ Persona (student, veteran, etc.)
─ Location (country, time zone, region, etc.)

20. #RMGetsPersonal
Practical Strategies for Personalization
• Nurture segments appropriately
─Send targeted content

21. #RMGetsPersonal
Practical Strategies for Personalization
• Nurture segments appropriately
─Send targeted content
─Trigger-based campaigns

22. #RMGetsPersonal
Practical Strategies for Personalization
• Personalized career site content

23. #RMGetsPersonal
Practical Strategies for Personalization
• Segment your CRM database
• Nurture segments appropriately
• Personalized career site content

24. The Story
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25. An Opportunity to Engage
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1,000,000
GE Passive Talent Pool

26. An Opportunity to Engage
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• Self Discovery
• New Career Paths
• Personal Growth

27. #RMGetsPersonal
An Opportunity to Engage
• Visual Assessment
• Mobile Friendly
• Backed By Science

28. #RMGetsPersonal
90 sec
Career Discovery
Experience
Immediate Results | Job Recommendations | Social Sharing
An Opportunity to Engage

29. The
Campaign
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30. Campaign Results
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632k
Unique
Email Opens

31. Campaign Results
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32. Campaign Results
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33. Campaign Results
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50% 25%Career Site Traffic Applications

34. Next Steps in Personalization
• Campaign engagement is tip of the iceberg
• Allows for deep and meaningful personalization

35. Next Steps in Personalization
• Can now:
• Speak to applicants as individuals, not segments
• Personalized interviews

36. Next Steps in Personalization
• Benchmark against current employees:
• Hire for fit
• Build better teams (round out strengths/weaknesses)
• Anticipate how teammates will communicate/get along

37. Next Steps in Personalization
• This list goes on and on…
• Tailor-made on-boarding processes
• Learning and development
• Upward and lateral mobility

38. Next Steps in Personalization
• Personality data is powerful. It allows you to:
• Understand unique individuals
• Quantify the ‘intangibles’
• Connect with job seekers on a deeper level

39. Q&A
Dan Sines
CEO & Founder
Shaunda Zilich
Global Employment Brand Leader
Allison Schaaff
Marketing Operations Manager

40. Thank you!
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