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UK Recruitment Marketing 101
The document outlines recruitment marketing strategies, emphasizing the importance of developing a strong employer brand, utilizing analytics, and engaging in multi-channel marketing. Key speakers include Steve Burton from Glassdoor and Christos Tsaprounis from Auto Trader, who share insights on employer branding and present a case study. The agenda includes a Q&A session and discussions on identifying target candidates and measuring talent attraction.
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UK Recruitment Marketing 101
- 1. #Glassdoor Recruitment Marketing 101: ThinkingLike a Marketer to Promote Your Employer Brand
- 2. #Glassdoor Webinar Tips forAttendees • You can connect to audio using your computer’s microphone and speakers. • Or, you may select “Use Telephone” after joining the Webinar. • All lines will be muted to avoid background noise. • You can ask questions at any time by typing them into the Questions Pane.
- 3. #Glassdoor Featured Speakers Steve Burton VPof Marketing at Glassdoor www.linkedin.com/in/burtonsays @BurtonSays Christos Tsaprounis Head of Resourcing at Auto Trader UK https://uk.linkedin.com/in/christostsaprounis @ctsaprounis
- 4. #Glassdoor Agenda • What IsRecruitment Marketing • 3 Steps to Creating an Effective Recruitment Marketing Strategy 1. Develop and Employer Brand 2. Use Analytics to Your Advantage 3. Conduct Multi-Channel Marketing • Case Study from Auto Trader • Q&A
- 5. #Glassdoor What Is RecruitmentMarketing?
- 6. #Glassdoor Step 1: Developan Employer Brand
- 7. #Glassdoor What Is EmployerBranding? The impression of your organization as a place to work. Internal Employees Customers & Vendors External Talent
- 8. #Glassdoor Questions You WantAnswered Areas to Analyze: • What are the key characteristics of my target candidates? • What is my brand awareness like with them? • What is my reputation like with them? • How does my awareness and reputation compare with my competition?
- 9. #Glassdoor Start With YourEmployees
- 10.
- 11. #Glassdoor Your Employer BrandIs Your Reputation, and If You Don’t Define It, Someone Else Will! WIN THE WAR ON TALENT
- 12. #Glassdoor Step 2: UseAnalytics to Your Advantage
- 13. #Glassdoor Compare Yourself toYour Competitors Male 69% Female 31% Male 73% Female 27% Male 68% Female 32% Gender High School 4% College 67% Graduate School 30% Education High School 4% College 58% Graduate School 30% High School 6% College 69% Graduate School 30% Your Company Competitor 1 Competitor 2
- 14.
- 15. #Glassdoor See Where YourCompetition Is Investing
- 16. #Glassdoor Candidate Awareness Analyze visitsto company page Quality-of-Hire How many job applications does it take? Cost-Per-Hire Note where budget is spent on hires Time-to-Hire Log how long it takes to fill roles Measure Your Talent Attraction
- 17. #Glassdoor Step 3: ConductMulti-Channel Marketing
- 18. #Glassdoor18 Understand Your Audienceand Engage Them
- 19. #Glassdoor Career Site BlogFacebook LinkedIn InstagramTwitter Google + Glassdoor Types of Multi-Channel Marketing
- 20.
- 21. #Glassdoor Responding to Reviews CaseStudy: Auto Trader
- 22. #Glassdoor Customized Tabs: • AboutUs • Benefits • Our Values • People • Events Case Study: Auto Trader Why Work For Us
- 23. #Glassdoor Case Study: AutoTrader Utilizing Recent Updates on Glassdoor
- 24. #Glassdoor Case Study: AutoTrader Career Site Reflects Values
- 25. #Glassdoor Case Study: AutoTrader Promoting Jobs Through Twitter @AutoTrader_Jobs
- 26. #Glassdoor Case Study: AutoTrader Promoting Culture Through Facebook
- 27. #Glassdoor Employer Branding Summit Videos eBookson Employer Branding Blog with the Latest Trends in Employer Branding Recruitment Marketing & Employer Brand Resources
- 28. #Glassdoor Get Started Witha Glassdoor Free Employer Account!
- 29.
Editor's Notes
- #2 MALLORY Hi and thank you for joining our webinar “Recruitment Marketing 101: Thinking Like a Marketer to Promote Your Employer Brand”
- #3 MALLORY A few housekeeping webinar tips – you will be muted throughout the session so make sure to ask questions in the questions pane and Steve and Christos will be happy to answer them at the end of the session. If we don’t get to your question on today’s webinar, we will follow up with you after the webinar.
- #4 MALLORY Steve Burton is the Vice President of Marketing at Glassdoor and is responsible for promoting Glassdoor’s social recruiting solutions to the HR & recruiting community. Before joining Glassdoor, Steve was Director of Product Marketing at AppDynamics and helped build a freemium marketing engine that enabled the company to achieve market leadership in just 3 years. Prior to AppDynamics, Steve held management positions at VERITAS Software (acquired by Symantec) and Sapient. Steve received a B.S. in Computer Science from Lancaster University, UK. Christos Tsaprounis is the Head of Resourcing at Auto Trader UK. Christos will be discussing how Auto Trader has leveraged Glassdoor in their employer branding and recruiting efforts. We’d like to invite you to joint the conversation socially at the handle @GDforEmployers at #glassdoor.
- #5Â Mallory
- #6 STEVE We’re hearing it everywhere – recruiting and marketing are becoming one in the same. As a recruiter, you have to be able to market your strengths and message to the talent that you are trying to reach. -This will help you get ahead of competition and ultimately land you more quality applicants and hires. -There are so many candidates looking for jobs these days. You Need to Stand OUT! -Millennials are entering the workforce so brand transparency is becoming more and more important -It’s time to make sure people know about your company because they are searching for a company to work for just as they search for a car, house, restaurant.
- #7 STEVE First of all, you must develop a strong employer brand at your company. No one wants to work somewhere that they have heard is a terrible place to work. This part is key to the marekting strategy. It’s time to really think like a marketer.
- #8Â STEVE
- #9 STEVE I always tell employers the best place to start is by analyzing traffic to all your social sites to see where candidates are coming to research you – including your very own career page. A few questions to consider when evaluating traffic across various brand channels are: How many users are viewing job postings on their mobile phones? How many find your career page in a relevant keyword search on Google? Which pages are they visiting most frequently and how long are they staying? All of this data serves as a measure of awareness or brand exposure. On Glassdoor, there are some deeper analytics on candidate demographics and awareness compared to the competition, which we’ll get into in a bit.
- #10 STEVE And where best to start assembling than within your organization. Your employees are shaping the decisions of future candidates. You also need to think about those external fans as well coming to your page to do homework on why you are a great place to work and what message they are getting. Get employees on board and have them: Uploading pictures (no one likes stock photos when seeing what it’s like to work at your company!!) Tell them to uploading salary info on places like Glassdoor Social Media campaigns Writing Reviews the organization needs to ensure that they have a clear understanding of the engagement and positive attributes of their culture - as well as an understanding of where they are going
- #11 STEVE Instant transparency gets you started on the right foot. When candidates can see views of past and current employees and the companies own view of their culture. Their decisions are a lot easier. Don’t be afraid of transparency! Embrace Transparency If want to effectively reach job seekers and employees, you need to embrace transparency. Social job search is here. If it can be known, it will be known, and people are finding it in places like facebook, LinkedIn, blogs, and services such as Glassdoor. Does this TERRIFY you and your organization? Take a deep breath. This knowledge cannot be hidden. Knowledge of what its like to work at a company will be known – and in fact, it has always been known! It’s just that before you’d hear gossip around the water cooler or from your next door neighbor and now you get a tweet to your phone. instead of being afraid of this transparency and the speed at which information is being delivered, be brave and embrace it as an opportunity! If leveraged the right way, companies that adapt now have a new way to hire and retain top talent. We’ve watched this unfold in other industries…. Like Travel (Our Co-Founders were Executives at Expedia & Hotwire) At first hoteliers where frightened of TripAdvisor. Fast fwd 10 yrs, and now hoteliers and other travel suppliers are Tripadvisors biggest partners Hoteliers figured out how to leverage Tripadvisor to fill their empty rooms Similarly, Glassdoor’s early employer partners like Pepsi and Accenture figured out how to use social media sites like Glassdoor to fill their open positions.
- #12 STEVE Developing an effective employer brand is the foundation of an effective recruitment strategy. I think all of you can agree that with a powerful reputation comes quality candidates. Your employer brand is your reputation, and if you don’t define it, someone else will! With the rise of social media, your message is out there whether you want it to be or not. And I’m not saying to ignore this message that is out there either. Part of your Employer Brand is about the sentiment of potential applicants, current applicants and employees. However, it’s important to add your perspective and also measure progress over time with your employer brand.
- #13 STEVE There are so many different types of measurements and analytics out there on the market Be sure to get your hands on analytics so you can really see how your recruitment marketing strategy is going Whether it’s measuring your social presence, your job click activity, your source of hire, your traffic to your GD site and career site. It’s all important to have in your analytics arsenal.
- #14 STEVE Analyzing how your traffic to your career site/Glassdoor pages compared with competitors can spotlight areas for improvement and tactics you might want to adopt. Box for instance, competes with companies like Google and Microsoft for talent with brand exposure among Millennials being a primary objective and increasing traffic from this audience against the competition. Before utilizing Glassdoor analytics, Box had minimal tracking abilities and no insight into competitors and nothing to compare themselves to. Working with Glassdoor, Box improved its company profile and launched marketing campaigns targeting candidates between 18 and 34. Within 30 days, traffic on Box’s Glassdoor profile increased from 30K to 81K unique visitors – 84% of which were Millennials. Seeing which candidates are coming to your page versus the demographics of candidates going to your competitor pages can help you refine your recruitment strategy to reach your target audience. Also engagement measures capture data on traction and sentiment by providing insight into strategic gains and losses in you employer brand. These measures include: improved rankings on search engine results page, improved social media engagement (likes, follows, shares), improved brand sentiment and reputation scores, improved candidate experience scores, increased click through and response rates, increased web conversions, & increased applications. It’s not only important who is coming to your page, but also understanding how people are interacting with your brand as well. It’s also imporatnt for you to: See how your traffic compares to competitors Spotlight areas for improvement or areas to highlight in job descriptions See how competitors candidate demographics stack up See what channels they are using to recruit talent Educate yourself on where candidates are coming from to properly sell them on the position at your company Please add Word Cloud, reputation scorecard
- #15 STEVE Another tool that makes it easy to analyze your rep at a glance are reputation word clouds. These are also available to partners in the Glassdoor Employer Center, but some of you may have thousands of reviews. It’s important to be able to analyze the key things to highlight about your brand and what you need to work on quickly. This will help you identify recurring themes in your employer reviews. I also want to point out that you can filter by ratings trends. This is especially helpful for gaining insight into what the lowest and highest rated reviews say about your company, and also analyze these high to low ratings on your competitor’s pages as well. I always recommend to check the reviews that people note as most “helpful” because these will likely be viewed the most by candidates and respond to those reviews. I also recommend checking out some companies like 1-800 Contacts that respond to both positive and negative reviews for guidance.
- #16Â STEVE Also, analyze where the competition is investing to recruit talent and highlight their brand. Is it the same or different than your own strategy? Any insights that you can takeaway from that? Pro tip: Seeing what channels are working for your competitors helps you refine or add new channels to your own recruiting efforts.
- #17 STEVE Let’s quickly talk about how to measure your recruitment Marketing efforts with talent anayltics and baseline measurements: Candidate Awareness—Measure your influence over candidates by analyzing visits to your company page. Are they increasing or remaining flat? This can be in the form of job clicks, impressions, or candidate visits, but check what jobs are resonating and the demographic of traffic coming to your page. Quality-of-Hire—Determine this by how many job applications it takes to source a qualified candidate worthy of interviewing. According to a 2014 CEB report, employers that invested in employer branding reported a 54% increase in the quality of the candidate pool. Cost-per-Hire—Note where budget is spent and hires per channel to learn if your strategy is working. Time-to-Hire—Log how long it takes to fill roles across the company to see if your strategy is leading to more efficiency. Some other relevant KPI’s that I want to point out are: improved offers accepted, improved new hire retention & an increase in employee referrals. Pro Tip: The average cost-per-hire across all industries is $3,300 according to Bersin by Deloitte, and according to Employer Branding Global Trends Study Report, May 2014, employers see 22% reduced recruitment fees with a good employer brand.
- #18Â STEVE There are so many resources to help you develop a brand and establish a transparent company! Conduct multichannel marketing: Leverage search engines, social networks, traditional job boards, and other channels to engage candidates, wherever they live online.
- #19Â STEVE What is our audience doing in social media spaces we are interested in? What motivates this behavior? What social communities already are active in our space, or even around your brand? Where are the conversations taking place? Who is talking? Are the speakers influential? How are they referencing my brand and in what context?
- #20Â STEVE There are many marketing channels where you can share your employer brand and story! Here are a few examples where you can promote your brand Greg- Examples of tools Glassdoor uses and how we use them Stacy- Examples of what clients use to boost their brand
- #21 CHRISTOS -I have only worked for Auto Trader for six months so not everything is implemented yet but i have put in place, working with our marketing and brand teams, a clear social media strategy and Glassdoor is at the heart of it. -The area where we have been doing some great work is answering the online reviews. We have set up an internal SLA to respond to all reviews within 24 hours and we also have a quarterly submission of all "Advice to Management" parts of the reviews to our Executive Team that listen to feedback and have implemented changes already during the first session.  We use Glassdoor, Linkedin and twitter in various ways as well throughout the candidate journey to promote our employer brand (during telephone interviews and prior to face to face interviews) Glassdoor was a key part of our recent Graduate recruitment campaign. The stats are pretty impressive and we have seen an increase of 145% in visits to our Glassdoor pages in February when we launched the Graduate campaign. -Enhanced branding—image -OpenCompany Badge Social buttons Jobs listed
- #22Â CHRISTOS Repsonding to reviews has had an impact Respond within 24 hours Consistent voice and language in alignment with mission and values doubled # of reviews (program to encourage feedback with employees; ask for genuine feedback with both positives and negatives) Take suggestions to executive team quarterly based on what reviews say (for instance, day off on birthdays) This has helped attract external people and has also instilled pride in current employees
- #23Â CHRISTOS -Customized tabs showcasing company culture and values
- #24Â CHRISTOS -Recent Updates
- #25Â CHRISTOS
- #26Â CHRISTOS
- #27Â CHRISTOS
- #28Â STEVE If you want to learn more, we have a ton of free resources available on our website.
- #29 STEVE And just to wrap things up, the best way to get started is to sign up for a Glassdoor Free Employer Account. We will be sending you a link as soon as this session concludes so make sure you take the action item of signing up as soon as possible! Free Employer Account: Homepage highlights – profile visits, ratings, links to eBooks and webinars Status to becoming an OpenCompany Edit basic info, photos & awards, & benefits Basic Insight Reports: pageviews, candidate demographics, & top clicked job titles, companies and locations Filter through review and interview data Enhanced Employer Account (all of the above plus the below additional analytics): Job click summaries and daily reports Reputation word cloud and heat map Competitor comparisons – by traffic, candidate demographics, & top clicked job titles, companies and locations Candidate Activity – see in real time who is visiting your page!
- #30Â MALLORY Sample Questions: