Marketing is influencing every aspect of recruiting, pushing all of us in talent acquisition to become digital marketers with knowledge of website development, conversion rate optimization, paid social media and Google Analytics. If you don’t understand digital, you risk becoming left behind in the future of recruiting. As you incorporate more marketing approaches into your strategy in 2020, do you know which digital tactics will give you the biggest impact for your time, effort and budget? In this presentation at Talent Acquisition Week (#TA_Week) on January 30, 2020, we go beyond a typical panel discussion to provide a Show and Tell of digital marketing strategies that have become essential to attracting and recruiting today’s talent. You won’t just get “tips,” you can see real examples that master these digital strategies in talent acquisition. Rally Founder Lori Sylvia leads the Show and Tell with two practitioners who are crushing digital marketing: Sara Pieper, Director of Global Employer Brand Marketing at Covance, and Hanady Khourshid, Manager of Employer Brand & Diversity at CDW. Sara and Hanady share their best campaigns, the strategies behind them and the results they achieved.

1. DIGITAL MARKETING
STRATEGIES FOR
RECRUITING
© 2020 Rally® Recruitment Marketing

2. © 2020
Lori Sylvia
Founder and CEO
Rally
@lorimsylvia
@rally_rm
Hanady Khourshid
Manager, Employer Brand &
Diversity
CDW
@CDWCareers
Sara Pieper
Director, Global Employer
Brand Marketing
Covance
@CovanceCareers

3. © 2020
The practice of marketing through digital channels
like social, mobile, email, text and chat.
What is Digital Marketing?
Conversion Rate Optimization (CVR)>

4. © 2020
Number of people who took an action
How do you calculate CVR?
Number of people who could have
= CVR %
4,000
10,000
= 40%

5. © 2020
CAREERS SITES

6. © 2020
How do you optimize your careers site?

7. © 2020
A careers site built for the individual
Personalization on demand
Browsing history, 35% return
ChatBot – 7% engage, 75% of those who engage apply
Retargeting – redesigned and increased application completes 7 fold
August conversion rate – 12%/ October conversion rate: 21.91%

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What is Retargeting?
Example: Visit nursing careers page but did
not apply, display nursing careers ad
The practice of advertising to a person based on
their Internet behavior.

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Retargeting tools
• Adroll — web + social
• Google Ads
• Individual social platforms
Example rules:
Pages visited
Pages not visited
Target people:
Cookie (pixel)
Email address
Mobile number

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What’s a pixel?
<script type="text/javascript">
adroll_adv_id = "YOURADVERTISERID";
adroll_pix_id = "YOURPIXELID";
(function () {
var _onload = function(){
if (document.readyState && !/loaded|complete/.test(document.readyState)){setTimeout(_onload, 10);return}
if (!window.__adroll_loaded){__adroll_loaded=true;setTimeout(_onload, 50);return}
var scr = document.createElement("script");
var host = (("https:" == document.location.protocol) ? "https://s.adroll.com" : "http://a.adroll.com");
scr.setAttribute('async', 'true');
scr.type = "text/javascript";
scr.src = host + "/j/roundtrip.js";
((document.getElementsByTagName('head') || [null])[0] ||
document.getElementsByTagName('script')[0].parentNode).appendChild(scr);
};
if (window.addEventListener) {window.addEventListener('load', _onload, false);}
else {window.attachEvent('onload', _onload)}
}());
</script>

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How do you optimize your careers site?
• Understand user experience & interaction
• Showcase your culture & employer brand
through content, imagery & videos
• Explore additional features & continue to
innovate

12. © 2020

13. © 2020
User experience testing
Smartlook
Hotjar
CrazyEgg

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SOCIAL MEDIA

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What makes a successful paid social
campaign?
• Specific targeting
• Compelling content & imagery
• Appropriate budget
Results
789,000
impressions
100
applicants
2.63%
CTR

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How do you use social
in a RM campaign?
A/B TESTING
Avg. CTR Engagement
Rate
VJD 1 .51% .66%
VJD 2 -
Copy A
.74% 1.2%
VJD 2 -
Copy B
1.24% 2.65%
1
2
We then launched A/B copy testing on
Image 2. Copy option B had a .50%
higher average CTR, as well as a
significantly higher engagement rate,
and was driving clicks to our landing
page for a slightly higher cost ($6.14
CPC versus $4.69 with Copy option A).

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How do you use social in a RM
campaign?
NURTURE LEADS
Customized CRM email campaign
deployed to nurture pipeline of ready-now,
qualified talent
Using our CRM, we were able to quickly
deploy email campaigns to new leads and
start the process of building a pipeline of
ready-now talent.
Spent $167

18. © 2020
What is A/B testing (split testing)?
Best practice: Test one thing at a time!
Example: Headline, offer, image, time, audience
The practice of testing two variants at the same
time to see which variant performs better.

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A/B testing paid social
Facebook or this
Twitter
LinkedIn

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ANALYTICS

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What analytics are important?
• Applicant source
• Social channels
• Website traffic
• RM efforts
• Glassdoor ratings
• Heatmaps

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What analytics are important?
UTM CAMPAIGN TRACKING FUNNEL METRICS
VISITORS TO APPLICANTS
XX%
APPLICANTS TO INTERVIEW
XX%
INTERVIEW TO OFFER
XX%
OFFER TO HIRE
XX%
TTF DAYS
XX
CPH FULLY LOADED
$X,XXX
SOURCE MAPPING
Voluntary Turnover
XX%
29.5% reduction in fully
loaded cost per hire
($4,400/$3,100)
29.5% drop in time to fill
(48/34 days)

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PRO TIPS

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Pro tips to get started
ESTABLISH GOALS ALIGNED TO BUSINESS PRIORITIES
VOLUNTARY TURNOVER
EMPLOYER REPUTATION
COST PER HIRE
INTERNAL MOBILITY
BRAND AWARENESS
TIME TO FILL
DIVERSITY & INCLUSION REFERRALS

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Pro tips to get started
• What’s the problem to solve & your goal?
• Ensure the same ‘beach’
• Start small, pilot and approach in phases

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Our top list of digital RM tactics & tools
Sara
• Talent Analytics Reporting
• Programmatic Job Distribution
• Social Job Distribution
• Social Media Management Suite
• Candidate Relationship Management (CRM)
• Career Site Retargeting / Audience Expansion
• Employee Advocacy
• Internal Mobility/Referral Technology
• Scalable Brand Activation
• Text Engagement / Recruiting
Hanady
• Google analytics
• PPC advertising
• CRM capabilities
• Photos & videos
• Candidate experience
• Brand ambassadors
• Untapped sources of talent

27. THANK YOU!
RallyRecruitmentMarketing.com