Recruitment Marketing 101 | Thinking Like a Marketer to Promote Your Employer Brand
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Learn more about thinking like a marketer to promote your employer brand in this Glassdoor x HCI webinar deck.
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Recruitment Marketing 101 | Thinking Like a Marketer to Promote Your Employer Brand
- 1. Human Capital Institute #HCIchat Recruitment Marketing 101 Thinking Like a Marketer to Promote Your Employer Brand
- 2. Human Capital Institute #HCIchat Today’s Moderator Randi Kenney Online Content & Community Manager Human Capital Institute @HCIRandi /in/randirkenney /company/human-capital-institute-hci @Human_Capital/humancapital
- 4. Human Capital Institute #HCIchat Thank You www.glassdoor.com
- 5. Human Capital Institute #HCIchat Interact With Us For a PDF copy of the slides used during this webcast
- 6. Human Capital Institute #HCIchat Today’s Featured Speaker Lisa Holden Employer Communications Manager Glassdoor @lisaaholden Lisa.Holden@Glassdoor.com
- 7. 10 WAYS TO WIN WITH RECRUITMENT MARKETING
- 8. Agenda • 10 Ways to Win with Recruitment Marketing • How to Create a Recruitment Marketing Strategy • Understanding Which Metrics to Track • Sharing Results • How to Take Advantage of Social Media
- 9. Recruitment marketing includes all communications that an organization uses to attract talent to its workforce.
- 10. Career Websites Blogs Job Postings Photos & Videos Social Media Events Emails Talent Community Display Advertising Recruitment Marketing Tools
- 11. 10 WAYS TO WIN WITH RECRUITMENT MARKETING
- 12. Create a Unique, Strong and Authentic Brand 1
- 13. “Your brand is what other people say about you when you’re not in the room.” Jeff Bezos – Founder & CEO, Amazon.com
- 14. Step 1 Would current employees recommend your organization to a friend? What are job seekers saying about you on social? What is your company rating on Glassdoor?
- 15. 69%of Glassdoor members agree their perception of a company improves after seeing an employer respond to a review 84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation }Most in $75-100K salary range would only require a 1-10% salary increase to consider such a move Step 1 Source: Glassdoor Survey, October 2014
- 16. Top 5 pieces of information job seekers want employers to provide as they search where to work: Details on what makes the company an attractive place to work Details on compensation packages Details on benefit packages Company mission, vision and values Basic company information Step 1 1 2 3 4 5
- 17. STRONG EMPLOYER BRAND High Brand Awareness Retention More Job Offers Accepted Revenue Goes Up More Quality Applicants Lower Cost-Per-Hire Higher Number of Referrals POOR EMPLOYER BRAND Low Brand Awareness Attrition Declined Offers Low Productivity Long time-to-hire High Cost-Per-Hire Poor Referral Programs vs. Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
- 19. Encourage employees to wear company gear Involve employees in the hiring process Utilize referral programs Step 2 Employee Brand Ambassadors
- 20. Step 2 Understand Employee Sentiment
- 21. 5 Ways to Develop Brand Ambassadors Encourage Them Communicate the Importance Incentive Them Train Them Make It Easy 1 2 3 4 5 Step 2
- 22. Encourage photos and videos in all departments Show the real “you” on a career blog or through social posts Let employees be who they are Step 2 Let Employees Be Who They Are
- 24. Cost-Per-Hire Time-to-Hire Cost-Per-Applicant App-to-Hire Ratios Applicant Quality Step 3 Key Metrics
- 25. Step 3 Job Advertising Social Events Employee Referral Program Email Recruiting/Staffing Agencies Cost-per-hire, time-to-hire, cost-per-applicant, app-to-hire ratios, candidate quality Clicks, mentions, retweets, user demographics, impressions, reach Candidate quality, time-to-hire, cost-per-hire Percent of employees who would recommend your business, cost-per-hire Open rates, click-through rates, response rates Cost-per-hire, time-to-hire, candidate quality Key Marketing Campaign Channel Analytics
- 27. Assigning Recruitment Marketing Roles & Responsibilities Career Website Recruiting Employer Branding Employee Engagement Events Social Recruiting Email Mobile Calendar & Budget Step 4
- 29. Questions Layout Branding Social Step 5 Make Job Applications Easy
- 31. Are your competitors posting jobs in similar places? What roles are they trying to fill? Do they have a social presence? What are their strengths and weaknesses? Step 6When Monitoring the Competition, Ask Yourself:
- 32. Step 6 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 Analyze Your Traffic Compared to Competitors
- 33. Step 6 See Where Your Competitor Is Investing
- 34. Respond to Every Candidate7
- 35. Treat Every Candidate Like a Customer
- 36. Step 7 Most job seekers READ 4-7 REVIEWS before forming an opinion of a company Source: Glassdoor User Survey, 2014
- 37. Join the conversation Compliment the good and appreciate the bad Show candidates that you value and are receptive to employee feedback Step 7 Responding to Reviews
- 38. Create a Marketing Calendar8
- 39. Hiring dates and onboarding classes Recruiting events Big themes and hiring initiatives Job advertising start and end dates Step 8 Marketing Calendar
- 40. Run a Referral Program9
- 41. Referral candidates are 5X more likely to get hired than other candidates Employee referrals are the #1 SOURCE for quality new hires Source: Staffing.org, Survey 2011 Source: ERE, Survey 2013 Step 9 Increase Candidate Quality
- 42. Use Social Media at Every Step10
- 43. Social Recruiting — 2 of the Top Channels Most Used for Employer Brand Promotion: Step 10 92%company website 80%social media & Source: Universum, 2013
- 44. Social Media and Job Searching Step 10 79% are likely to use social media in their job search 86% of people in the first 10 years of their career are likely to use social media in their job search Source: Glassdoor survey, March 2013
- 45. Social Media and Job Searching Step 10 Nearly 2 in 3 say their employer does not (or know how to) use social media to promote job openings Nearly 3 in 4 say their employer does not (or know how to) promote their employment brand on social media Source: Glassdoor survey, March 2013
- 47. Step 10 Hashtags
- 48. Pro Tip #1 Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!
- 49. Pro Tip #2 Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!
- 50. Human Capital Institute #HCIchat Questions? Lisa Holden Employer Communications Manager Glassdoor @lisaaholden Lisa.Holden@Glassdoor.com
- 51. Human Capital Institute #HCIchat Thank You Visit us on the web for access to more exclusive content www.hci.org Webcasts Podcasts Articles White Papers Research Blogs Conferences Classes