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Think Like a Marketer and Ace Your Recruiting Results
The document discusses how companies can take a more strategic, marketing-focused approach to recruiting. It recommends that companies (1) keep pace with changing candidate expectations, (2) leverage their corporate brand to enhance their employer brand, and (3) use in-depth analytics to measure the effectiveness of recruiting channels and strategies in real time.
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Think Like a Marketer and Ace Your Recruiting Results
- 1. Think Like aMarketer – and Ace Your Recruiting Results Presented by: Will Staney, Director of Recruiting, Strategic Programs
- 2. 2 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.2 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Agenda • Keep pace with candidates’ changing expectations • Leverage the corporate brand to enhance your employer brand • Use in-depth analytics to see what works, and tweak strategies in real time • Ride the wave of new technologies and best practices
- 3. 3 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.3 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. The Talent Shift Realignment of Recruitment Funds With Target Audiences Gives Valuable Time Back to Recruiters and Drives ROI
- 4. 4 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.4 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Sourcing Confusion & Lack of Integration Craigslist
- 5. 5 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.5 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Companies need a multi-channel marketing strategy for their jobs that uses analytics to measure the effectiveness of those channels so they can adjust their strategy in real time.
- 6. Keep pace withcandidates’ changing expectations
- 7. 7 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.7 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. The modern workforce looks like this
- 9. 9 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.9 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. By 2014 47% of workers will be born after 1980
- 10. 10 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.10 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Every day, they use apps like this
- 13. 13 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.13 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. To deliver business value, you must attract, retain, and excite the best new talent
- 14. 14 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.14 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. The world of recruiting has changed Yesterday Today Getting The Best Hires Is Everything Recruiter tools Tools for everyone Job boards Social recruiting Silo’ed recruiting Integrated recruiting Job Hunters Passives are Possible Automation Business results Applications Referrals External Candidates Internal Candidates
- 15. 15 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.15 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. In fact… 300+ million job searches start in a search engine (at least!) 90% of candidates don’t apply the first time they see an interesting job While many companies talk about quality of hire, few companies have a comprehensive and systematic measurement approach
- 16. Leverage the CorporateBrand to Enhance your Employer Brand
- 17. 17 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.17 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Leverage the Corporate Brand
- 18. 18 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.18 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Stay Consistent with your branding on Multiple Channels
- 19. 19 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.19 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Leverage the Corporate Brand
- 20. 20 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.20 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Leverage the Corporate Brand
- 21. 21 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.21 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Source Where Your Brand Is
- 22. Use in-depth analyticsto see what works, and tweak strategies in real time
- 23. 23 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.23 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Social Hiring Stats 2012 - LinkedIn Visits: 1,835,258 Apply: 381,462 Interview: 4,672 Hires: 368 Apply/Hire: 1,037 Visits: 1,058,793 Apply: 69,615 Interview: 1,659 Hires: 152 Apply/Hire: 458 Job Slots Groups, Status, etc
- 24. 24 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.24 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Visits: 491,434 Apply: 7,467 Interview: 574 Hires: 219 Apply/Hire: 34 Social Hiring Stats 2012 - Facebook Visits: 161,722 Apply: 1,156 Interview: 54 Hires: 10 Apply/Hire: 116
- 25. 25 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.25 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Candidates ATS System Reporting & Analytics Job Marketing Recruiting Events Branding & Campaigns College, Diversity Recruiting Campaigns Recruiter Contacts CRM (Passives) Talent Community Employee Referrals Sourcing Tools Job Boards Search Engines Channels & Platforms Mobile Recruiting Social Recruiting Job Distributor Job Publishing Job Feeds (RSS/XML) Job Aggregators Niche Boards Social Pages Social Networks Social CRM Social Apps Social API Integration Use a Multi-channel Marketing Approach
- 26. 26 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.26 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Attract talent Select the best Trend: Automation and Optimization of Technology Job Boards Sourcing Tools Head Hunters Campaigns & Events Military & Diversity Mobile & Micro Sites Social Recruiting CRM Referral Tracking Unable to Measure Don’t Know what works
- 27. 27 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.27 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Attract talent Select the best Job Boards Sourcing Tools Head Hunters Campaigns & Events Military & Diversity Mobile & Micro Sites Social Recruiting CRM Referral Tracking Unable to Measure 3. Don’t Know what works 1) Solutions Are Focused on Selection (From Apply to Hire) 2) 2/3 of the Hiring Process Happens Outside of the Applicant Tracking Solution (ATS) Most Common Recruiting Model Today
- 28. 28 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.28 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Traditional Marketing did this too…
- 29. 29 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.29 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Attract talent directly to you Engage and capture talent inside and out Select the best faster and easier Redefining Recruiting Solutions Measure Know what works A Strategic Marketing Model for Recruiting
- 30. 30 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.30 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. How to Recruit Better Candidate Sourcing and Relationship Attract Engage Measure Search Engines Social Media & Networks Targeted Job Sites Referral Marketing Social Media & Applications Talent Community Mobile Career Site Career Site & Candidate Experience Channel Source Effectiveness Talent Engagement Metrics Media Performance Talent Supply Chain
- 31. 31 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.31 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Sourcing Confusion & Lack of Integration Candidates ATS System
- 32. 32 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.32 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. SuccessFactors Globally Optimizes Recruitment Marketing Operations Recruiting Marketing Social Network Integration Search Engine Optimization Candidate Campaigns Employee and Public Referrals Candidate Sourcing Events Mobile Career Site Internal Mobility Job Site Distribution Talent Community Career Site Hosting Recruiting Management Recruiting Metrics • Key Perf Indicators • Brand/Visitor Traffic • Campaigns/Activity • Converts/Captures • Cost Per Apply/Hire • Time To Fill/Quality Sourcing Spend $$$$ Advanced Analytics
- 33. 33 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.33 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Measuring What’s Working
- 34. 34 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.34 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Recruiting Analytics – Full Line of Sight Sourcing Mix • Compare your front end sourcing mix with downstream hiring results • What sources drive more traffic to your website and yield greater hires • What sources have the best ROI
- 35. 35 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.35 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. Stay Consistent with your branding on Multiple Channels Attract: • Social sourcing and employer branding: Facebook, Twitter, YouTube, LinkedIn, Instagram, Google+, Glassdoor Engage: • Dynamic content, incl. our employees’ stories draws back to RMK hosted career site for analytics • Streamline the candidate experience with RMK/RCM SSO (apply for a job in minutes!) Measure: • Career site traffic increase from 10k/yr to over 500k visits/yr with 10% coming from mobile alone • Managing all recruitment advertising campaigns in Recruiting Dashboard (PPC, aggregators, recruiter direct sourcing, etc)
- 36. 36 SuccessFactors Proprietaryand Confidential © 2013 SuccessFactors, An SAP Company. All rights reserved.36 SuccessFactors Proprietary and Confidential © 2012 SuccessFactors, An SAP Company. All rights reserved. 36SuccessFactors Proprietary and Confidential © 2011 SuccessFactors, Inc. All rights reserved. Great stories here Reduction in Head Hunter Fees of $4.5MM in Q4 2010, 19% (16 day) reduction in time to fill for key positions Increased recruiter efficiency: 25%, Reduced new facility time-to-fill: 18%, Reduced turnover: 9%, Increased revenue-per-trainer: 7% Reduced total advertising spend $11 M in two years while apply rate increased 40% Saved $500K in Media Spend in 1st year, Talent Community e-mail drove 9.1% of applies.
- 37. Ride the waveof new technologies and best practices
- 38.
Editor's Notes
- #4 Like many industries, the recruiting business over the last handful of years has seen a boost from social media and technology innovations, including mobile, making it more complex and candidates even more segmented across the web.
- #7 Build a strong relationship with corporate marketing and leverage thecorporate brand to enhance your employer brand. Work with marketing and corporate social media team to give Recruiting some real estate. (
- #15 I’ve spoken to many customers and our sales reps and here is what we’re finding there is a shift that has taken place in the recruiting space – it used to be about automation but that’s really become table stakes now, and what are now seeing is an expectation that recruiting is about business results and finding the best hires is more important than ever. The recruiting process is more collaborative and involves more than just the recruiter, and recruiting needs to take advantage of social networking technologies
- #16 For example, We know that millions of job searches now start from Google (or other search engines) every month. To put 300M into perspective… if you tallied up all unique searches on Career builder for a month and put them in a line as if they were candidates – it would stretch from NY to San Diego. , if you do same for the # of Google searches the line would wrap around the world 3 ½ times! The point here is that those search candidates are being missed by most of the recruiting solutions on the market. We also know that 90% of candidates don’t apply the first time they see an interesting job. You have to touch a candidate on average of 7 times before they will make a move towards you. And there is a direct relationship between the complexity of the job and the number of times you have to interact with a candidate - which means for some it can be a lot more than 7. Most of the recruiting solutions on the market today are not even addressing this need to engage and nurture candidates while they are assessing their own fit to your company. Finally, most solutions aren’t really tracking quality of hire. Because Recruiting is part of our suite, we can track hires all the way from the source to how they are performing on the job a year later. This way we can really assess who best fit candidates are, and make the appropriate tweaks to new hiring based on this critical data.
- #17 Build a strong relationship with corporate marketing and leverage thecorporate brand to enhance your employer brand. Work with marketing and corporate social media team to give Recruiting some real estate. (
- #19 According to Aberdeen’s “2012 Get Smart Report”, 52% of companies admitted to having trouble sourcing enough qualified candidates to fill openings with recruiters feeling increased pressure as well as business leaders to meet company growth objectives.
- #27 We believe successful and modern (cutting edge?) recruiting has three distinct phases that are all critically important to ensure that hiring is driving business results. Attract (find), engage and select candidates. Your legacy vendors have focused almost exclusively on the selection piece. But, in order to drive business results, you don’t want to be selecting from a pool of mediocre candidates – you need to be selecting from the best – which means that you need to find (or attract) them, then get them engaged – build a relationship with them before you’re ready to put them through your selection process (or even get them to apply). There are all kinds of new tools on the market to Attract and Engage candidates – post to social sites, optimize Facebook, etc. But they are all disconnected from the process of applying and then selecting candidates. Many or most recruiters are overwhelmed with keeping track of the tools and how to use them, as well as trying to continually justify their sourcing budgets. –
- #28 So how do we equip the diver for a successful fishing expedition…Well, one thing we do is provide them the best tool box we can. The model used to look like this – with all the technology in the selection (or bright green) part of the process. But this meant you were focused on just the people who came to you (or a small group that were nurtured haphazarly), which often resulted in a pool of mediocre candidates – not the stellar ones you need to change your company. All the stuff in the grey area (attraction and engagement) was done with disparate tools or through agencies or by shere force of will by extremely good recruiters (who had no life, btw, because doing this is time consuming). The result: lots of busy recruiters, high spend on outsourcers, and very difficult to measure outcomes. –
- #30 We think that we have the tools to help you drive business results. We believe successful and modern (cutting edge?) recruiting has three distinct phases that are all critically important to ensure that hiring is driving business results. You need to:Attract (find), engage and select candidates. Your legacy vendors have focused almost exclusively on the selection piece – which made sense when resumes were paper and there were no social channels to find candidates. But, in order to drive business results, you don’t want to be selecting from a pool of mediocre candidates – you need to be selecting from the best – which means that you need to find (or attract) them, then get them engaged – build a relationship with them before you’re ready to put them through your selection process (or even get them to apply). There are all kinds of new tools on the market to Attract and Engage candidates – post to social sites, optimize Facebook, etc. But they are all disconnected from the process of applying and then selecting candidates. Many or most recruiters are overwhelmed with keeping track of the tools and how to use them, as well as trying to continually justify their sourcing budgets. –
- #36 According to Aberdeen’s “2012 Get Smart Report”, 52% of companies admitted to having trouble sourcing enough qualified candidates to fill openings with recruiters feeling increased pressure as well as business leaders to meet company growth objectives.