13 Recruitment Marketing Practices You Need to Use in 2016

13 Recruitment Marketing PracticesYou Need
to Use in 2016
December 2015
© 2015 SmashFly Technologies. All rights reserved. #RM2016

© 2015 SmashFly Technologies. All rights reserved.
Today’s Speakers
Recruitment Marketing Experts
Chris Brablc
Director of Product
Marketing
@cbrablc
Tracey Parsons
Director, Recruitment
Marketing Practice
@tparsons
Our Speakers
#RM2016

Study Premise
Why create a Recruitment Marketing Report Card?
• Tough Labor Market: Unemployment
is at a seven-year low, and it’s taking
8% longer and costing 7% more to
hire, according to Bersin.
• Candidates in Control: Recruiters
understand that the talent
acquisition universe has changed.
Candidates are like consumers.
• How are Talent acquisition
strategies changing? What are the
largest companies doing to excel
in this environment?
Free Download of the Report!
http://go.smashfly.com/RMReportCard
#RM2016

What was measured?
• Every Fortune 500 company Career Site based on 13 unique
recruitment marketing best practices
What we found?
• There’s still room for improvement: The average rating is a “C”
across the Fortune 500 but we have 13 standouts.
• Certain industries rate really well: Technology companies had
over 39% of A’s & B’s with only 22% D’s and F’s
• Recruitment Marketing Best Practices Vary in terms of
acceptance: There are a few commonly accepted best practices
but many are still emerging and/or not used at all
Study Results
What was covered?
#RM2016

57%
The Dean’s List – Companies Scoring “A”
13 companies scored 21 or higher, earning them top marks
13 companies (3%) are exceptional
in their use of modern Recruitment
Marketing practices to attract,
nurture and convert leads into
qualified applicants.
Company Name Grade Score Fortune Rank
Express Scripts A 23 22
Johnson & Johnson A 23 37
General Mills A 23 171
Kelly Services A 23 471
AT&T A 22 12
Comcast A 22 43
UPS A 22 47
Allstate A 22 89
CDW A 22 253
Hilton Worldwide Holdings A 22 280
Stryker A 22 300
Xcel Energy A 21 255
Expedia A 21 458 Grades: A=25–21 points; B=20-14 points;
C=13–7 points; D=6-1 points; and F=0 points.
#RM2016

Use of Recruitment Marketing Best Practices
What the 2015 Fortune 500 was graded on
Recruitment Marketing Practice
Employee Stories
Messaging by Job Family
Join Talent Network or Talent Community
Social Icons For Careers
Careers Blog / Candidate Resources
Images in Job Description
Videos In Job Description
Mobile Friendly Career Site Homepage
Mobile Friendly Job Search Page
Mobile Friendly Apply To Page
Student, Campus or Internship Page
Diversity Page
Military Page
Messaging
Opt-in
Social
Branding
Mobile
Initiatives
#RM2016

Recruitment Marketing Research: Messaging
Why and how we measured it
Employee Stories
How many companies provide stories of real
employees on their Career Site?
Why we measured it
• Day in the life content is consistently rated as
one of the most important non-job related
content as determined by candidates
(CandE 2014 Candidate Survey)
How it was measured
• Credited when a company had at least 1
specific story about a real employee and job.
Pages By Job Family
Do companies provide messaging dedicated to
distinct job families on their Career Site?
Why we measured it
• Candidates are consumers and expect a
relevant, customized experience based on
their needs and interests
How it was measured
landing page dedicated to a specific job family
or discipline
#RM2016

57% of Companies use
Employee Stories on their
Career Site
57.2%No
42%
Yes
57%
N/A
1%
What we found
26.8%
#RM2016

57% of Companies use
Employee Stories on their
Career Site
57.2%No
42%
Yes
57%
N/A
1%
What we found
26.8%
No
50%
Yes
49%
N/A
1%
49% of Companies have pages
broken out by Job Family on
their Career Site
#RM2016

57.2%
Messaging Best Practice: Employee Stories
#RM2016

26.8%
Messaging Best Practice: Messaging by Job Family
#RM2016

Messaging Next Practice: Extending Employee Stories
#RM2016

26.8%
Messaging Next Practice:Transparency
#RM2016

26.8%
Messaging Next Practice:Advanced Personalization
#RM2016

Recruitment Marketing Research: Lead Generation
Join a Talent Network
Do companies provide an option for candidates to connect if they are not yet ready to apply?
Why we measured it
• With candidates acting like consumers, it requires more touch-points and relationship-building
than ever before. Talent Networks enable companies to exponentially capture more candidate
leads and nurture these talent pipelines to produce more applicants for every new job
requisition.
How it was measured
• Credited when a company had a “Join Our Talent Network” or “Join our Talent Community”
option. We didn’t include sites that had just job alerts.
#RM2016

57.2%
What we found
26.8%
27% of Companies have a
Talent Network Form for
candidates to opt-in to further
communication (outside the
apply flow)
No
72%
Yes
27%
N/A
1%
#RM2016

57.2%
What we found
26.8%
27% of Companies have a
Talent Network Form for
candidates to opt-in to further
communication (outside the
apply flow)
No
72%
Yes
27%
N/A
1%
Only 9% of Companies include
a Talent Network Form in the
apply flow
#RM2016

26.8%
Lead Gen Emerging Practice:Talent Networks
#RM2016

Lead Gen Next Practice: Nurturing
Drip email
Segmented
WIIFM?
#RM2016

Recruitment Marketing Research: Social
Employer Channels
How many companies manage an employer
specific social channel?
Why we measured it
• Social channels such as Facebook, LInkedIn,
Twitter and Glassdoor can be actively
managed to communicate company culture,
brand and job opportunities.
How it was measured
employer specific social channel
Recruiting Blog
Do companies provide blog content specifically
for candidates around their employer brand?
Why we measured it
• Blogs are a great way to provide relevant and
timely content to a target audience that is not
job specific
How it was measured
• Credited when a company linked to a blog
that was designed for candidates
#RM2016

33% of Companies have
dedicated Social Channels for
recruiting
57.2%
What we found
26.8%
No
66%
Yes
33%
N/A
1%
#RM2016

33% of Companies have
dedicated Social Channels for
recruiting
57.2%
What we found
26.8%
Only 9% of Companies have a
blog specifically designed for
candidatesNo
66%
Yes
33%
N/A
1% No
90%
Yes
9%
N/A
1%
#RM2016

Social Emerging Practice: Career Channels
#RM2016

Social Untapped Practice: Careers Blog
#RM2016

Social Next Practice: Dialog & Candidate Chats
#RM2016

Images in Job Descriptions
Do companies provide imagery in their job
descriptions?
Why we measured it
• Candidates increasingly come across better
branded websites as consumers. Imagery in
the job descriptions can provide a consumer
type feel and improve conversion rates
How it was measured
• Credited when a company used unique
images on their unique job description pages
Videos in Job Descriptions
Do companies provide video in their job
descriptions?
Why we measured it
• Video is increasingly becoming the most
consumed content medium on the web with
64% of all consumer internet traffic in 2014.
How it was measured
• Credited when a company leveraged video on
their unique job description pages
Recruitment Marketing Research: Job Descriptions
#RM2016

27%
Few companies make use of images & videos to enhance job listings
No
98%
Yes
1%
N/A
1%
Only 1% of Companies had
images or videos in their job
descriptions
No
98%
Yes
1%
N/A
1%
Recruitment Marketing Research: Job Descriptions
#RM2016

Job Description Untapped Practice:Visual
#RM2016

Job Description Next Practice:Transparency
#RM2016

RM Research: Mobile Candidate Experience
Mobile Homepage
How many companies have a
Careers Homepage that is
mobile friendly?
Why we measured it
• The mobile experience
should start as soon as
they hit the Careers page.
How it was measured
• Credited based on Google’s
mobile friendliness tool
Mobile Job Search
How many companies have a
Job Search that is mobile
friendly?
Why we measured it
• Candidates need to be able
to easily find & search jobs
on their mobile device.
How it was measured
Mobile Apply
How many companies have
an apply process that is
mobile friendly?
Why we measured it
• Candidates that find jobs
should be able to apply for
them from any device.
How it was measured
#RM2016

57.2%
What we found
26.8%
59% of Companies had a
Careers Homepage that
was mobile friendly
No
40%
Yes
59%
N/A
1%
#RM2016

57.2%
What we found
26.8%
was mobile friendly
No
40%
Yes
59%
N/A
1%
No
63%
Yes
36%
N/A
1%
Job Search that was
mobile friendly
#RM2016

57.2%
What we found
26.8%
was mobile friendly
No
40%
Yes
59%
N/A
1%
No
60%
Yes
38%
N/A
2%
38% of Companies had
an apply process that is
mobile friendly
No
63%
Yes
36%
N/A
1%
Job Search that was
mobile friendly
#RM2016

Mobile Best Practice: Responsive Career Site
#RM2016

Mobile Emerging Practice: Responsive Job Search
#RM2016

Mobile Emerging Practice: Responsive Apply
#RM2016

Mobile Next Practice: StreamlinedApply
#RM2016

57.2%
RM Research: Special Programs
What we found
26.8%
content dedicated to
Students and Campus
No
32%
Yes
67%N/A
1%
#RM2016

57.2%
What we found
26.8%
Students and Campus
No
32%
Yes
67%
N/A
1%
62% of Companies
provided content about
Diversity
No
37%
Yes
62%
N/A
1%
#RM2016

57.2%
What we found
26.8%
Students and Campus
content dedicated a
Military or Veteran
No
32%
Yes
67%N/A
1%
No
64%
Yes
35%
N/A
1%
62% of Companies
provided content about
Diversity
No
37%
Yes
62%
N/A
1%
#RM2016

Special Programs Best Practice: Audience-Focused Content
#RM2016

Special Program Next Practice: Segmented Nurturing
#RM2016

Use of Recruitment Marketing Practices
Results across the Fortune 500
Recruitment Marketing Practice % Doing
Employee Stories 57%
Messaging by Job Family 49%
Join Talent Network or Talent Community 27%
Social Icons For Careers 33%
Careers Blog / Candidate Resources 9%
Images in Job Description 1%
Videos In Job Description 1%
Mobile Friendly Career Site Homepage 59%
Mobile Friendly Job Search Page 36%
Mobile Friendly Apply To Page 38%
Student, Campus or Internship Page 67%
Diversity Page 62%
Military Page 35%
Most Used Practices
Emerging Practices
Untapped Practices
Messaging
Opt-in
Social
Branding
Mobile
Initiatives
#RM2016

Recruitment Marketing Report Card
Download the Full Report
Free Download of the Report!
http://go.smashfly.com/RMReportCard
#RM2016

About SmashFlyTechnologies
Marketing automation software for modern recruiting organizations
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ATTRACT
ENGAGE
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NURTURE
CONVERT
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JOBS
More recruitment marketing resources at http://smashfly.com/resources

13 Recruitment Marketing Practices You Need to Use in 2016

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