This webinar discusses using data to develop targeted recruitment messaging to attract a diverse talent pool. The presenter argues that companies should tailor their messaging to different demographic groups based on data about what motivates each group, rather than using a one-size-fits-all approach. Data from a survey of 52,000 people in the US revealed that different attributes are more important to different groups. For example, messages about high future earnings appeal more to computer science majors, while inspiring purpose ranks higher for natural science majors. The presenter advocates analyzing data on specific audiences to select the messages that will most effectively connect with and attract each group.

1. Think Outside of the Proverbial Box:
Harness the Power of Data in D&I Recruitment
Gabriel Hitt Rebecca Komathy
With: Moderated by:
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Trends in Recruiting & HR
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2. Trends in Recruiting & HR
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3. Trends in Recruiting & HR Think Outside of the Proverbial Box:
Harness the Power of Data in D&I Recruitment
As a results-driven Senior Employer Brand Advisor at Universum, Gabriel Hitt has conceived and successfully
executed large-scale social recruitment marketing campaigns for some of the world’s leading brands such as
ExxonMobil, AT&T, Unilever, and Lamborghini. Gabriel’s creative thinking and data-driven concepts are at the heart of
Universum’s activation technique as he played a key role in building Universum’s in-house creative team. He is an
advocate for leveraging the power of data and innovation to develop strategies that get clients results. Currently, he
employs his expertise in employer branding strategy and recruitment marketing to manage partnerships with a variety
of Fortune 500 companies, helping them to recruit, engage, attract, and retain talent. Gabriel lives in Brooklyn and is a
dog dad to a 3-year-old French Bulldog named Blue.
Rebecca attended California State University, Long Beach, where she earned her M.F.A. in Creative Writing with a
concentration in Fiction. After working in the publishing and English education fields, she became more interested in the
information science and business aspects. She is attending SJSU for her second Master’s, this time in Library and
Information Science so she can learn more about digital curation. She currently works at Aggregage as a Webinar
Coordinator. When she’s not working, she is probably snuggling with her French bulldog named Kira.
3
Think Outside of the Proverbial Box:
Harness the Power of Data in D&I Recruitment
About Gabriel Hitt
About Rebecca Komathy

4. The Art of Being
Different
Build a better D&I strategy with data

5. HR taught us that this is a person.

6. But it isn’t.
Not even close.

7. We are:
Different genders
Different colors
Different backgrounds
Different education
Different religions
Different fears
Different motivators
Different goals
Different loves
Different bodies
Different minds

8. It’s almost like we’re all
different people.
Because we are.

9. Marketing knows this.
No one is selling me
tampons
or car insurance
or hearing aids.
No one is offering me
rosaries
yamakas
or prayer rugs.

10. These things are not for me.
And that’s okay.

11. Marketing spends a lot of
time/money/effort
to make sure the targeted message
gets to the right person

12. So why is that okay for
marketing but not for
recruiting?

13. If you say the same stuff, you'll only attract the same people.

14. Because that's the key:
different people respond to
different things.
Getting a different response starts
by learning how to be different.

15. We’re all looking for
connection with people
who think a little like us.

16. You don’t reach a wider audience
by casting a bigger net.
You cast lots of little nets
to targeted talent
and talk to them
about the stuff
they care about.

17. This isn’t arbitrary.
This is data-driven.

18. We asked 52,000 people in the US:
‧ What you look for in a company?
‧ What you care about in a job?
‧ How do you look for jobs?
‧ Who do you want to work for?
And they told us.

19. The Universum Drivers of Employer Attractiveness
Employer Reputation & Image
The attributes of the employer as an organization
• Attractive/exciting products and services
• Corporate Social Responsibility
• Embracing new technologies
• Ethical standards
• Fast-growing/entrepreneurial
• Innovation
• Inspiring leadership
• Inspiring purpose
• Market success
• Prestige
Remuneration & Advancement Opportunities
Monetary compensation and other benefits, now and in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
• Support for gender equality
People & Culture
The social environment of the workplace
• A creative and dynamic work environment
• A friendly work environment
• Commitment to diversity and inclusion
• Encouraging work-life balance
• Interaction with international clients and
colleagues
• Leaders who will support my development
• Opportunities to make a personal impact
• Recognizing performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
Job Characteristics
The contents and demands of the job
• Challenging work
• Customer focus
• Flexible working conditions
• High level of responsibility
• High performance focus
• Secure employment
• Opportunities for international travel/
relocation
• Professional training and development
• Team-oriented work
• Variety of assignments

20. One of these is the #1 driver:
‧ Inspiring Purpose
‧ High Future Earning
‧ Innovation
‧ Respect for its People
Can you guess which is the right one?

21. One of these is the #1 driver:
‧ Inspiring Purpose
‧ High Future Earnings
‧ Innovation
‧ Respect for its People
Except… it isn’t.

22. But what drivers ranked best for whom?
‧ Inspiring Purpose: #1 for Natural Science
‧ High Future Earning: #1 for Comp Science
‧ Innovation: #1 for Engineering
‧ Respect for its People: Well-ranked across
the board, but rarely top 5

23. High Future Earnings (of 40 traits)
‧ Ranks #1 overall
‧ Ranks #1 for computer science talent
‧ #6 among comp sci women
‧ #13 for engineering women
‧ #8 for humanities/liberal arts talent
‧ #2 for Black and Latinx talent
‧ #15 for LGBTQ talent
So the #1 driver of “all” talent
might be a pretty mediocre message for your audience.

25. A case study:
Effective
communication
is more about
your audience
than you
https://vimeo.com/323459900
View Video

26. So to attract more diverse candidates,
build target messages for each segment.

27. Messages about your friendly work environment
and how your logo is great for their career?
They connect far better with
Asian engineers than
Black or Latinx ones

28. Messages about ethical standards
attract Black business talent,
but not nearly as many Asians.
The opposite is true for messages
about prestige.

29. 52% of Black business candidates care about
hearing about day-to-day life at your company.
Only 32% of Black engineers would agree.

30. Ethical standards is the number one driver of
LGBTQ and Physically Disabled candidates.
But that barely cracks the top 20 for veterans.

31. Support for gender equality doesn’t rank as a
top driver for women in any field of study.
But is it a top ten driver for LGBTQ talent.

32. Different messages attract different people.
If you want to hire more diverse talent,
you have to tailor your messages to each.

33. Don’t guess. Don’t hope.
Use data to select messages for a specific
audience that will connect and stick.

34. This is how you use data
in D&I to make an impact.
Not to evaluate your past,
But to create your future.

36. A case study:
Communicate
your messages
through
different lenses “At Halliburton, we have a goal that’s focused on a healthier
workplace by making it more balanced and diverse.” – VP on
why he would want he’s daughters to work for Halliburton
https://vimeo.com/285137071
View Video

37. Trends in Recruiting & HR
37
Rebecca Komathy
With: Moderated by:
Senior Employer Brand Advisor, Universum Global
LinkedIn page: /in/gabrielhitt/
Twitter ID: @gabehitt
Website: universumglobal.com
Email: gabriel.hitt@universumglobal.com
Gabriel Hitt
Webinar Coordinator, Recruiting Brief & Human
Resources Today
LinkedIn page: /in/rebeccakomathy/
Twitter ID: @recruitingbrief
@hrposts
Website: recruitingbrief.com
humanresourcestoday.com
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