The document discusses findings from SmashFly Technologies' annual benchmarking of recruitment marketing strategies among Fortune 500 companies. Some key findings include an increase in high performers adopting new strategies, improved mobile optimization of career sites, and gaps between leaders and laggards in tactics like using video. Opportunities exist for most companies to improve relationship building and nurturing talent through personalized communications and internal talent networks. The presentation outlines current trends, leaders, and predictions for increasingly intelligent recruitment technologies.

1. © 2016 SmashFly Technologies1  2018 SmashFly Technologies 1 2018 SmashFly Technologies
The Evolution of
Recruitment
Marketing
Benchmarking Adoption & Opportunities
in the Fortune 500

2. © 2016 SmashFly Technologies2  2018 SmashFly Technologies 2
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#RMBenchmarks
Join the Conversation
@ElyseSchmidt @JoshZywien

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The speakers
Elyse Mayer
Director of Content
SmashFly
Josh Zywien
Director of Product Marketing
SmashFly
Alyse DeLange
Recruitment Marketing Strategist, CTRM
SmashFly

5. © 2016 SmashFly Technologies5  2018 SmashFly Technologies 5
3 Years
500
Companies
4 Months of Data Collection/Analysis (Sept to
Dec)
HISTORICALLY
THIS YEAR
From 13
Criteria to 37
20,000
Data Points
Added Data from 4 External
Business Factors

6. © 2016 SmashFly Technologies6  2018 SmashFly Technologies 6 2018 SmashFly Technologies 6
The Evolution
of Recruitment
Marketing
PART one

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2015…
In

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2016…

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2017…

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71%
31%
Increase in high-performers
(companies with As or Bs)
since 2015
Decrease in average scores
(companies with Cs)
since 2015

11. © 2016 SmashFly Technologies11  2018 SmashFly Technologies 11
46%
of Fortune 500 companies
scored an
A or B in 2017

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2017
of companies have
mobile-friendly career site
59%
2015
85%
of companies optimized job
search for mobile
36%
2015
81%
2017

13. © 2016 SmashFly Technologies13  2018 SmashFly Technologies 13
of companies use
images or video in
job descriptions
2015 2017
1%
Only
1%
Only
of companies
sending content
other than jobs
1%
2016
5%
2017
Only

14. © 2016 SmashFly Technologies14  2018 SmashFly Technologies 14 2018 SmashFly Technologies 14
Companies would never wait 3 years
to innovate their marketing
or product – so why would they wait
that long to innovate their acquisition
strategy?

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What the Fortune 500
Are — and Aren’t —
Doing
PART two

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Our grading model

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Tactic trends from 2015 to 2017
Diversity Content Job Family
Content
Military/Veteran Content
8% 2% 15%

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Tactic trends from 2015 to 2017
Talent Blog/Resources
Employee Stories
Social Careers Channels
6% 1% 14%

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The Leaders of the Pack:
The Profile of a High
Performer

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+
79% 17%
Career site optimized for
Google Jobs
92% 22%
Feature employee
videos on career site
88% 43%
Feature diversity content or
sections on career site
The Wide Gap Between
High- and Low-Performers

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+
86% 7% 76% 0% 91% 8%
Provide option
to join a talent network
76% 5%
Send monthly communication
to talent network
Send personalized job
recommendations to talent
network
Offer job alerts sign-up
The Wide Gap Between
High- and Low-Performers

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The Most Improved
 2018 SmashFly Technologies 22

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The Leading Marketer

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The Constant Innovator

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The Most Shocking Findings…
and Biggest Opportunities

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SHOCKING
Only 51% of companies have
messaging on their career
site by job family.
OPPORTUNITY
Gain more of an advantage with
SEO.
59% of companies don’t
provide any transparency into the
application process.
Truly adopt artificial intelligence
ahead of the pack.

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SHOCKING
Employee stories and videos aren’t
more prevalent in the age of
employer branding.
OPPORTUNITY
Associate employer brand
with specific talent segments.
Social careers channels
aren’t tablestakes.
Differentiate your employer brand
through more than
one channel.

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SHOCKING
Not one Nurture criterion is
adopted by more than 50%
of Fortune 500 companies.
OPPORTUNITY
Utilize personalized career site
content in nurture campaigns.
Only one-third of the Fortune 500
have a way to capture talent lead
information without having to
apply.
Stop the talent network (or CRM)
from becoming the new black hole
for candidates.

29. © 2016 SmashFly Technologies29  2018 SmashFly Technologies 29 2018 SmashFly Technologies 29
It all leads to building better
relationships with talent —
early and proactively.

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How is the Fortune 500
Nurturing Relationships with Talent?
of companies with a talent
network only share jobs
95%
of companies send personalized job
recommendations
of companies with a talent
network or job alerts NEVER send
comms after confirmation
33%41%
Only

31. © 2016 SmashFly Technologies31  2018 SmashFly Technologies 31
Talent nurture
quick wins
1 Change your sender name
2 Link to your Glassdoor page
3 Set up auto-reminder apply emails via workflows
4 Repurpose your career site content for email newsletters

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Does talent focus mean more
revenue?
Average revenue per year
Companies that excel at recruitment
marketing strategies(A scores) have
62% higher average revenue per year
than B scores, and 152% higher
average revenue per year than F
scores.

33. © 2016 SmashFly Technologies33  2018 SmashFly Technologies 33 2018 SmashFly Technologies 33
What’s
next
for the
S

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Smarter, more accurate candidate lead scoring & matching
Dynamic website experienceInternal talent network
Dynamic job descriptionsChatbot/AI
A Few Ideas and predictions
For 2018 and Beyond

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