Do you know where you stand in recruitment marketing best practices? In July-August 2015, SmashFly analyzed the career websites of the 2015 Fortune 500 to understand their use of Recruitment Marketing practices. See the full SmashFly Recruitment Marketing Report Card.

1. SmashFly Recruitment Marketing Report Card
for the 2015 Fortune 500
September 2015
© 2015 SmashFly Technologies. All rights reserved. #RMreportcard

2. © 2015 SmashFly Technologies. All rights reserved.
• Study Premise
• Key Findings
• Methodology
• Glossary of Terms
• How the 2015 Fortune 500 Scored
• The Dean’s List
• Front of the Class Sectors
• Back of the Class Sectors
• Use of Recruitment Marketing
Practices
2
• Recruitment Marketing Practices &
Examples
– Employee Stories
– Messaging by Job Family
– Talent Network Form
– Career Social Channels
– Careers Blog
– Images & Videos in Job Descriptions
– Mobile Friendly (home, search, apply)
– Initiatives (campus, diversity, veteran)
• 2015 Fortune 500 Demographics
• About SmashFly Technologies
Table of Contents
What’s inside the SmashFly Recruitment Marketing Report Card

3. © 2015 SmashFly Technologies. All rights reserved. 3
Study Premise
Why create a Recruitment Marketing Report Card?
• Unemployment is at a seven-year low, and it’s taking 8% longer and costing 7% more to hire,
according to Bersin.
• Recruiters understand that the talent acquisition universe has changed. Candidates are like
consumers. They have choices. They research a new employer the same way they research products
they want to buy, and they expect the process of engaging with a prospective employer to be hyper
relevant and transparent. It’s not enough to have good jobs. You need to prove your employer brand,
culture, benefits and growth opportunities, and prove yours is better than the competition.
• With talent acquisition changing so rapidly, it’s vital to ask these questions: Are potential candidates
aware your organization exists? Are your jobs readily found when someone is searching? Is your
career site messaging targeted to your candidate personas? Can candidates easily engage with
your organization on social and mobile? Is your employer brand attractive and compelling? Is your
apply process frictionless? Are you top of mind when that great candidate is ready to make a
career move? (continued)

4. © 2015 SmashFly Technologies. All rights reserved. 4
Study Premise (continued)
Why create a Recruitment Marketing Report Card?
• To proactively attract and engage today’s consumer-minded candidates, modern recruiting
organizations of all sizes are adopting best-practice Marketing principles and adding Recruitment
Marketing skills to their teams to give their strategies an edge.
• A recruiter’s job is to convert applicants into hires. A recruitment marketer’s job comes first: to attract
leads and convert them into applicants, so recruiters have more qualified applicants to select from.
Implemented effectively, Recruitment Marketing can enable you to build pipelines of interested and
qualified candidates for all your key positions, so that you’re ready to hire an amazing workforce that
will fuel your organization’s growth.
• This report analyzes the use of Recruitment Marketing practices by the 2015 Fortune 500. It
provides a view into which best-practice Marketing principles are currently being used by the
largest recruiting organizations, which best practices are emerging and which best practices are
largely untapped. By reading this report, talent acquisition teams can learn how their strategies
compare and which practices they should invest in to better compete and even gain an edge.

5. © 2015 SmashFly Technologies. All rights reserved. 5
Key Findings
What the data shows about the adoption of Recruitment Marketing
• Recruitment Marketing best practices are rapidly being adopted by talent acquisition teams that want a strategic
advantage in the competition for the best candidates.
• The 2015 Fortune 500 earned a “C” average in their use of Recruitment Marketing. Their overall grade was “good”
but could be further improved by:
– Offering targeted messaging for candidate personas on their career site,
– Increasing their adoption of mobile and social recruiting practices, and
– Adding a talent network form to capture leads before they are ready to apply.
• 13 companies (3%) earned an “A” and a spot on the Dean’s List for their full use of modern Recruitment Marketing
practices to attract, nurture and convert leads into qualified applicants.
• 70 companies (14%) earned their way onto the Mobile Friendly Honor Roll for their end-to-end mobile friendly
candidate experience, from career site to job search to apply. This is exceptional given that most companies’
career sites, job search engines and apply processes are managed by three different systems.
• Companies from the Technology industry sector ranked highest in their use of Recruitment Marketing. The
Wholesalers industry sector ranked lowest in its use of Recruitment Marketing.

6. Methodology
A look behind the data in this SmashFly report
• In July-August 2015, SmashFly analyzed the career websites of the 2015 Fortune 500 to understand their use of Recruitment Marketing
practices. Practices assessed were publicly available via the Internet and covered 13 categories – see slide 12 for the list.
• For holding companies without a career site, a subsidiary of the company was chosen. However, 1% of the 2015 Fortune 500 have NO
career site, resulting in N/A across many categories and earning them a score of 0 and a grade of F.
• Financials / Insurance are companies listed by Fortune 500 in the Financial Sector, Insurance Industry, in order to view Insurance
companies separately.
• Mobile Friendliness was determined by Google’s Mobile Friendly Test Tool, found here. Web pages were visited from one or more
devices, including a PC, a Mac, an Android smartphone and an iPhone.
• For each category, a numerical point value of 3, 2 or 1 was given, based on SmashFly’s assessment of the importance of that
Recruitment Marketing practice. If the company demonstrated use of a practice, SmashFly gave full credit for the point value
available in that category, even if the company’s implementation was less developed compared to other companies. Even still, the
interpretation of some practices is subjective.
• Points were tabulated for each company to form a score, and the total score was translated into a grade as follows:
A=25–21 points; B=20-14 points; C=13–7 points; D=6-1 points; and F=0 points.
• Note that websites are not static; some information may have changed since this research was conducted. In addition, some
companies use different recruiting systems for different talent pools, such as hourly versus professional. The data in this
report reflects the candidate experience of one talent pool chosen at random.
6© 2015 SmashFly Technologies. All rights reserved.

7. © 2015 SmashFly Technologies. All rights reserved.
• Recruitment Marketing – Every tactic (i.e., content, email, social media, mobile, career sites, employee referrals,
talent networks/communities, job marketing, employer branding, etc.) an organization uses to find, attract, engage
and nurture leads in order to convert them into more qualified applicants to fill jobs now and in the future.
• Recruitment Marketing Platform – Software that automates, manages and measures recruitment marketing tactics.
• Talent Network – Web form that lets candidates opt-in to receive employer brand communications and job
alerts before they have applied for a job.
• Google Mobile Friendly – Google service that analyzes whether a site is deemed "mobile friendly" by Google’s
search engine algorithm for viewing on a mobile device.
• Fortune 500 – Annual list compiled and published by Fortune magazine that ranks the 500 largest U.S.
corporations according to gross revenue excluding excise taxes.
• Applicant Tracking System – Software that manages the acceptance of online applications and hiring process.
• Candidate Persona – Definition of an ideal candidate, based on characteristics such as skills, education, etc.
7
Glossary ofTerms
Recruitment Marketing terminology at a glance

8. © 2015 SmashFly Technologies. All rights reserved. 8
How the 2015 Fortune 500 Scored
This year’s Fortune 500 class earned a “C” average with a score of 9.86
“A”
3%
“B”
24%
“C”
41%
“D”
27%
“F”
5%
The 2015 Fortune 500 are doing a “good” job in
their use of Recruitment Marketing but can gain a
competitive advantage in talent acquisition by
providing more targeted messaging, improving
mobile and social recruiting, and adding talent
network forms to capture leads before they’re
ready to apply.

9. © 2015 SmashFly Technologies. All rights reserved.
57%
9
The Dean’s List – Companies Scoring “A”
13 companies scored 21 or higher, earning them top marks
13 companies (3%) are exceptional
in their use of modern Recruitment
Marketing practices to attract,
nurture and convert leads into
qualified applicants.
Company Name Grade Score Fortune Rank
Express Scripts A 23 22
Johnson & Johnson A 23 37
General Mills A 23 171
Kelly Services A 23 471
AT&T A 22 12
Comcast A 22 43
UPS A 22 47
Allstate A 22 89
CDW A 22 253
Hilton Worldwide Holdings A 22 280
Stryker A 22 300
Xcel Energy A 21 255
Expedia A 21 458 Grades: A=25–21 points; B=20-14 points;
C=13–7 points; D=6-1 points; and F=0 points.

10. © 2015 SmashFly Technologies. All rights reserved.
Front of the Class – Sectors with Most “As” & “Bs”
27% (134) have great Recruitment Marketing chops
Industry Sector # of Companies
with As & Bs
% of Sector
Technology 16 39%
Financials 13 36%
Health Care 13 34%
Retailing 14 30%
Energy 19 28%
Financials / Insurance 10 27%
Food, Beverages & Tobacco 5 20%
Wholesalers 4 14%
Technology
sector has
largest
percentage of
companies
earning As
and Bs
10

11. © 2015 SmashFly Technologies. All rights reserved.
Back of the Class – Sectors with Most “Ds” & “Fs”
32% (160) earned a failing or near-failing grade
Industry Sector # of Companies
with Ds & Fs
% of Sector
Wholesalers 16 57%
Energy 29 42%
Financials 15 42%
Retailing 14 30%
Financials / Insurance 11 30%
Food, Beverages & Tobacco 6 24%
Health Care 9 24%
Technology 9 22%
Wholesalers
sector has
largest
percentage of
companies
earning Ds
and Fs
11

12. © 2015 SmashFly Technologies. All rights reserved. 12
Use of Recruitment Marketing Practices
What the 2015 Fortune 500 was graded on
Recruitment Marketing Practice % Doing
Employee Stories 57%
Messaging by Job Family 49%
Join Talent Network or Talent Community 27%
Social Icons For Careers 33%
Careers Blog / Candidate Resources 9%
Images in Job Description 1%
Videos In Job Description 1%
Mobile Friendly Career Site Homepage 59%
Mobile Friendly Job Search Page 36%
Mobile Friendly Apply To Page 38%
Student, Campus or Internship Page 67%
Diversity Page 62%
Military Page 35%
Most Used Practices
Emerging Practices
Untapped Practices
Messaging
Opt-in
Social
Branding
Mobile
Initiatives

13. © 2015 SmashFly Technologies. All rights reserved. 13
Employee stories let candidates hear from
future coworkers in their own voice about
their career experience at your organization.
57.2%No
42%
Yes
57%
N/A
1%
Best Practice: Employee Stories
57% (286) share stories of employees on their career site
Kimberly Clark features employees and
their career paths with the company

14. © 2015 SmashFly Technologies. All rights reserved. 1414
Messaging by Job Family provides career site
content specific to departments or business units,
delivering a targeted candidate experience.
26.8%
Best Practice: Messaging by Job Family
49% (244) offer landing pages and content for key job families
No
50%
Yes
49%
N/A
1%
Wynn Resorts features careers such as
casino jobs, hotel jobs, retail jobs, etc.

15. © 2015 SmashFly Technologies. All rights reserved. 1515
Talent network forms let candidates opt-in to your
employer brand communications, so you can nurture
them until they’re ready to apply. By adding the form to
the apply flow, you can capture contact information for
candidates that may drop off.
26.8%
Emerging Practice:Talent Network Form
27% (134) let candidates join their talent network without applying;
9% include the talent network form in the apply flow
No
72%
Yes
27%
N/A
1%
Lockheed Martin captures pre-applicants in its
own database for sourcing warm leads

16. © 2015 SmashFly Technologies. All rights reserved. 1616
Career-specific social channels let you keep
candidates engaged with career-targeted content
and showcase your employer brand and culture.
32.6%
Emerging Practice: Career Social Channels
33% (163) promote career-specific social channels on career site
No
66%
Yes
33%
N/A
1%
Sodexo features career-specific social icons
throughout its career site, encouraging
candidates to engage

17. 17
27%
A careers-specific blog communicates directly with
candidates about your culture and jobs, and
positions your organization as a valued resource.
9%
Untapped Practice: Careers Blog
9% (45) have a careers blog promoted beyond a corporate blog
No
90%
Yes
9%
N/A
1%
© 2015 SmashFly Technologies. All rights reserved.
Cisco’s “Life at Cisco” blog shares employee
stories and offers IT career advice

18. © 2015 SmashFly Technologies. All rights reserved. 1818
27%
Untapped Practice: Images &Videos in Jobs.
Few companies make use of images & videos to enhance job listings
No
98%
Yes
1%
N/A
1%
Images and videos in job descriptions bring a
company’s employer brand to life in the most
important call-to-action: apply now.
WestRock embeds videos in job descriptions
to help drive applicant conversions

19. 19
27%58.8%
A career site homepage deemed “mobile friendly”
using Google’s algorithm released April 2015 ensures
candidates can find and browse your site from their
smartphone or tablet device.
Best Practice: Mobile Friendly Career Site
59% (294) have a “Google mobile friendly” career homepage
No
40%
Yes
59%
N/A
1%
© 2015 SmashFly Technologies. All rights reserved.
Tractor Supply’s
career site is
optimized for
mobile devices,
ensuring
candidates can
learn more
anytime,
anywhere

20. 27%
A job search engine that is deemed mobile friendly
by Google ensures your jobs are easily found by
candidates searching from their mobile devices.
35.6%
Emerging Practice: Mobile Friendly Job Search
36% (178) have a “Google mobile friendly” job search engine
No
63%
Yes
36%
N/A
1%
20© 2015 SmashFly Technologies. All rights reserved.
CDW ensures
that not only its
career site, but
also each job
description, can
be easily found
and viewed from
smartphones
and tablets

21. A mobile friendly apply process ensures job
seekers can easily apply for your jobs from their
mobile device, minimizing drop off.
Emerging Practice: Mobile FriendlyApply
38% (190) have a “Google mobile friendly” apply process
No
60%
Yes
38%
N/A
2%
21© 2015 SmashFly Technologies. All rights reserved.
Republic Services’ apply process is
optimized for smartphones and tablets

22. Mobile Friendly –Top Sectors
Energy, Retailing, Technology & Health Care are most Mobile Friendly
Energy 13%
Retailing 11%
Technology 10%
Financials / Insurance 9%
Health Care 8%
Financials 7%
Food, Beverages & Tobacco 5%
Retailing 12%
Energy 11%
Health Care 11%
Technology 9%
Financials / Insurance 6%
Transportation 6%
Financials 6%
Retailing 12%
Energy 10%
Health Care 9%
Technology 7%
Financials / Insurance 7%
Financials 6%
Wholesalers 6%
Mobile Friendly
Career Homepage
Mobile Friendly
Job Search
Mobile Friendly
Apply Process
22© 2015 SmashFly Technologies. All rights reserved.

23. Mobile Friendly Honor Roll
14% (70) have an end-to-end mobile friendly candidate experience,
from career site homepage to job search to apply process
23© 2015 SmashFly Technologies. All rights reserved.
Allstate Dow Chemical Johnson & Johnson Priceline Group
Altria Group eBay Kelly Services Prudential Financial
American Express Ecolab Kindred Healthcare Republic Services
AT&T Eli Lilly Kroger SanDisk
AutoNation Expedia Lansing Trade Group Sears Holdings
Biogen Express Scripts Liberty Interactive Corporation Stryker
BNY (Bank of New York Mellon) Freddie Mac Liberty Mutual Insurance Group Time Warner
Boeing General Mills Lithia Motors Union Pacific
Calumet Specialty Products Partners Genuine Parts LKQ United Technologies
CarMax Google Macy's UnitedHealth Group
Casey's General Stores Group 1 Automotive Marathon Petroleum UPS
CBS HCA Holdings McKesson Visa
CDW HD Supply Holdings Netflix W.W. Grainger
Centene Hilton Worldwide Holdings Nike Western Union
Cisco Systems HollyFrontier NRG Energy Wyndham Worldwide
Comcast Honeywell International Office Depot Xcel Energy
Core-Mark Holding Intel Oneok
DISH Networks JetBlue Airways O'Reilly Automotive

24. Campus-specific messaging and
content attracts students seeking
internships and first-time jobs.
Best Practice: Campus Initiative
67% (333) message directly to interns and first-time job seekers
No
32%
Yes
67%
N/A
1%
McGraw Hill
Financial lets
students hear
directly from
former interns
now working
for the
company
24© 2015 SmashFly Technologies. All rights reserved.

25. Best Practice: Diversity Initiative
62% (311) have content dedicated to diversity policy and inclusion
Workforce diversity messaging shows
candidates your commitment to inclusion.
No
37%
Yes
62%
N/A
1%
Allstate demonstrates that diversity is a top
priority to prospective applicants
25© 2015 SmashFly Technologies. All rights reserved.

26. Emerging Practice:Veteran Initiative
35% (174) message directly to transitioning military and veterans
No
64%
Yes
35%
N/A
1%
Military-specific messaging taps into
a highly skilled talent pool of
transitioning military and veterans.
Home Depot is on a mission to hire 55,000 veterans,
and has a micro-site devoted to the initiative
26© 2015 SmashFly Technologies. All rights reserved.

27. © 2015 SmashFly Technologies. All rights reserved. 27
Fewer than 100
Employees
0%
100 - 1,000
Employees
1%
1,001 - 5,000
Employees
8%
5,001 - 10,000
Employees
14%
10,001 - 50,000
Employees
49%
Over 50,000
Employees
28%
2015 Fortune 500 – Employee Size
77% (385) have more than 10,000 employees

28. 28
2015 Fortune 500 –Top 10 Sectors
75% (373) come from 10 industry sectors
Financial / Insurance 15%
Energy 14%
Retailing 9%
Technology 8%
Health Care 8%
Wholesalers 6%
Food, Beverages & Tobacco 5%
Materials 4%
Transportation 4%
Business Services 3%
© 2015 SmashFly Technologies. All rights reserved.

29. 29
2015 Fortune 500 – Geography
Distribution of companies according to regions, by HQ state
© 2015 SmashFly Technologies. All rights reserved.
17%
32%
26% 25%

30. About SmashFlyTechnologies
Marketing automation software for modern recruiting organizations
© 2015 SmashFly Technologies. All rights reserved.
SmashFly’s award-winning Total Recruitment Marketing Platform enables talent
acquisition teams to find, attract, engage, nurture and convert leads into qualified
applicants using a centralized management system that automates and measures
recruiting strategies and programs.
Customers use SmashFly to unite their previously disconnected recruiting tools into an
integrated software platform for Job Distribution, Candidate Relationship Management,
Talent Networks, mobile-responsive and SEO-optimized Career Sites, Employee Referrals,
Social Recruiting and Recruiting Analytics. Used to target pre-applicants in the front-end
of the talent acquisition process, SmashFly integrates with any applicant tracking system
(ATS) to provide unparalleled, real-time analytics on the sources that produce the best
hires for the organization. Learn more at smashfly.com.
30

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