More Related Content Similar to Rally Panel: Digital Marketing Strategies for Recruiting (20) More from Rally Recruitment Marketing (20) Rally Panel: Digital Marketing Strategies for Recruiting2. © 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
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The practice of marketing through digital channels
like social, mobile, email, text and chat.
What is Digital Marketing?
Conversion Rate Optimization (CVR)>
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Number of people who took an action
How do you calculate CVR?
Number of people who could have
= CVR %
4,000
10,000
= 40%
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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
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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
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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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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 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