The universe has changed: Candidates are like consumers. This new dynamic of candidates as consumers has huge implications for your recruitment. Namely:
How you gather data on interested candidates, and what can you do with that?
How do you offer a compelling relationship with your brand for candidates at all stages of the process, both during attraction and selection.
How do you build rich candidate profiles that help you target the right candidates, and then make data driven decisions about who to hire.
1. #FutureCRM
Click to edit Master title style
How To be the Amazon of
Recruitment
Presented by
Porter Williams, HireVue
Chris Brablc, SmashFly
2. #FutureCRM
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3. #FutureCRM
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#FUTURECRM
#FUTURECRM
4. #FutureCRM
Meet the Presenters
Porter Williams
Director of Client Services
HireVue
@porterkwilliams
Chris Brablc
Director of Marketing
SmashFly
@cbrablc
5. #FutureCRM
Agenda
ď§ The Consumerization of the Candidate Experience
ď§ How Marketers use data for better relationships
ď§ The Future of the Candidate CRM Record
ď§ Using Technology and Analytics to Measure Success
ď§ Q&A
9. #FutureCRM
Marketers have more data than ever before
ď§ 90% of all Data created
had happened in the last
few years.
ď§ The digital universe will
reach 44 zetabytes in
2020, doubling every 2
years.
But, we utilize less than 5%
of this data for analysis
http://www.emc.com/leadership/digital-universe/2014iview/executive-summary.htm
10. #FutureCRM
Creating Marketing Relationships with Data
ď§ Myth: âBig Dataâ has to be
big
ď§ Most companies donât have
the necessary operating
performance data to be
successful.
ď§ Marketing Automation
solutions were built to put
otherwise disparate data in
the hands of marketers.
12. #FutureCRM
What Amazon Captures About Me â Raw Data
Location Data
Credit Card Info
What I Buy
When I Buy
What I Search
Products I View
13. #FutureCRM
ď§ Raw Data
â Credit Card Information
â Location
â What I Buy (when I buy it)
â What I search / view
What Amazon Captures About Me
ď§ What it Tells Them
â Buying Patterns
â What I watch & read
â Hobbies / Interests
â Life Trends
14. #FutureCRM
ď§ Raw Data
â Credit Card Information
â Location
â What I Buy (when I buy it)
â What I search / view
What Amazon Captures About Me
ď§ What it Tells Them
â Buying Patterns
â What I watch & read
â Hobbies / Interests
â Life Trends
Goal: Drive Conversion and Revenue
20. #FutureCRM
Unknown
Todayâs Talent Acquisition Strategy
Visitor Contacts
Qualified
Leads
Applicants
Qualified
Candidates
Employees
Attract Engage Nurture Convert Assess Sell
Job Ads
Events
Employer Brand
SEO
Social
Career Site
Landing Pages
TN Forms
Referrals
Call-to-Actions
Job Alerts
Sourcing
CRM
Talent Network
Email Marketing
Digital Interviews
Automation
Digital Interviews
Skill Assessments
Hiring Manager
Interviews
Offer
Employee Stories
Recruiter
Follow-Up
21. #FutureCRM
Unknown
Todayâs Talent Acquisition Strategy
Visitor Contacts
Qualified
Leads
Applicants
Qualified
Candidates
Employees
Attract Engage Nurture Convert Assess Sell
Job Ads
Events
Employer Brand
SEO
Social
Career Site
Landing Pages
TN Forms
Referrals
Call-to-Actions
Job Alerts
Sourcing
CRM
Talent Network
Email Marketing
Digital Interviews
Automation
Digital Interviews
Skill Assessments
Hiring Manager
Interviews
Offer
Employee Stories
Recruiter
Follow-Up
Most Candidate Interactions are not tracked
pre-applicant
22. #FutureCRM
Unknown
Todayâs Talent Acquisition Strategy
Visitor Contacts
Qualified
Leads
Applicants
Qualified
Candidates
Employees
Attract Engage Nurture Convert Assess Sell
Job Ads
Events
Employer Brand
SEO
Social
Career Site
Landing Pages
TN Forms
Referrals
Call-to-Actions
Job Alerts
Sourcing
CRM
Talent Network
Email Marketing
Digital Interviews
Automation
Digital Interviews
Skill Assessments
Hiring Manager
Interviews
Offer
Employee Stories
Recruiter
Follow-Up
Most Interview Data is not used to
Make Educated Decisions
30. #FutureCRM
Potential Candidate Persona
Background:
⢠Where do candidates
come from
⢠Location
⢠Role
Demographics:
⢠General Male-Female
Ratio
⢠Average Age
⢠Household Income
Goals and Interests:
⢠Professional Goals
⢠Hobbies / Interests
⢠Personality Type
Where They Live:
⢠Sites They Visit
⢠Newsworthy Topics
⢠Continuing Education
Job Search Data:
⢠Unemployment Rates
⢠Competitor Information
⢠Industry Labor Trends
Critical Skills
- Hard-to-Fill
- Competitive
- High Volume
31. #FutureCRM
Pro Tip: Leverage Automation to Target
ď§ Key Automation Rules
â Use Pre-Determined Talent Network Forms to Identify key
personas
â Automatically email communications to âThankâ all Talent
Network
â Nurture candidates with targeted job openings and
employer branding content
o Reach out to those that take action
â For hard to fill positions, have recruiters reach out directly
with identified candidates.
ď§ Base Automation Rules on Important Stages in Process
and Key Personas
41. #FutureCRM
94% are likely to apply for a job
If employer actively manages its employer brand2
12sources of information are consulted
by consumers before making a purchase decision1
70%trust online reviews
and ratings as a source of brand info2
57%of the purchase decision
is made before a consumer talks with a
supplier3
Employer Brand is Important
42. #FutureCRM
Pro Tip: Use Social in Recruiter Outreach
ď§ Social Data Can Provide Insight & Credibility
â Have Recruiters check social footprint before writing email or
inMail
â Create Email Templates with section for dynamic content
based on candidate social footprint
â Have recruiters follow pipelined candidates on Twitter (the
candidate most likely will notice)
ď§ Leverage Company Social Profiles on Glassdoor
and Indeed as content to âsellâ candidates
44. #FutureCRM
Influencing Consumers through Content
Awareness
Stage
Consideration
Stage
Decision
Stage
eGuides
eBooks
White Papers
Editorial Content
Analyst Reports
Webcasts
Solution
Comparisons
Expert Reviews
Podcasts
Video
Product
Comparisons
Case Studies
Software Trials
Tradeshows
Product Literature
Where are They Consuming Content?
What Content are they consuming?
Marketing
45. #FutureCRM
Influencing Candidates through Content
Awareness
Stage
Consideration
Stage
Decision
Stage
Job Postings
Social Posts
Career Blogs
Job Ads
Sourcing
Linkedin InMails
Glassdoor Reviews
Digital Interview
Job Alerts
Recruiter Outreach
Personalized
Content
Newsletters
Employee
Testimonials
LinkedIn Contacts
Job Openings
Career Fairs
Workplace Awards
Where are They Consuming Content?
What Content are they consuming?
Recruiting
53. #FutureCRM
CRM Candidate Profile of the Future
1. Candidate Personas 2. Digital Interviews
3. Social 4. Interactions
5. Referrals
54. #FutureCRM
Referrals are the #1 External Source of Hire
ď§ 41% of all hires were internal
candidates
ď§ 19.2% were Referrals
http://www.careerxroads.com/news/2014_SourceOfHire.pdf
60% of all hires come
from current
employees &
advocates
55. #FutureCRM
Referrals are a Top Source of Hire but...
45% of companies have somewhat
to no faith in ability to track referrals
Source: SmashFly 2015
Absolutely
23%
Pretty Confident
32%
Somewhat
20%
A Little
17%
No Faith
8%
56. #FutureCRM
Using Candidate Contacts for Referrals
Expanding Referral Network beyond Employees
leads to more referrals
Source: SmashFly 2015
28% 36%
Among participants that
get referrals from
employees only
Among participants that reach beyond
employees to get referrals
28%More referrals
5
6
57. #FutureCRM
ProTip: Leverage your Full Referral Network
ď§ Not Just Employees
â Campaign to talent pipelines
around referrals
â Keep track of referral rewards for
non-employees
ď§ Central Communication:
ď§ Leverage your RMP to
communicate with candidates but
employees, alumni, fans, partners
and contractors to drive referrals
as well
58. #FutureCRM
CRM Candidate Profile of the Future
1. Candidate Personas 2. Digital Interviews
3. Social 4. Interactions
5. Referrals 6. Evaluation & Measurement
60. #FutureCRM
Technology â Current TA Model
Employees
HRIS
Applicants
ATS
CRMSocial
Career
Site
Employer
Brand
ReferralsMobile
Job
Distribution
SEO
Employees
Applicants
Leads
61. #FutureCRM
Technology â Near Future TA Model
Employees
HRIS
Applicants
ATS
RECRUITMENT
MARKETING
PLATFORM
Employees
Applicants
Leads
62. #FutureCRM
ď§ Determine Flow and Stages
that determine candidate
progression (build into CRM)
ď§ What do you need to see and
know to move a candidate on?
Drive candidates along
personalized Candidate
Experience designed to:
1) Build Interest in your
Company
2) Qualify their Skills
Determining Candidate Quality
Hire
DEIRDRE
A few webinar tips â you will be muted throughout the session so make sure to ask questions in the questions pane. Dina and I would be happy to answer them along the way.
DEIRDRE
A few webinar tips â you will be muted throughout the session so make sure to ask questions in the questions pane. Dina and I would be happy to answer them along the way.
DEIRDRE
As Director of Marketing at SmashFly, Chris provides leadership for SmashFlyâs online marketing efforts â developing and executing comprehensive marketing strategies and branding campaigns through social media, SEO, SEM and PR outreach.
Chris is also the main contributor to the SmashFly Blog and on social media where he shares industry news, client case studies and other thought leadership content to help recruiting organizations utilize technology better to drive qualified candidate flow and improve budget usage. Due to this online presence, Chris was recognized as one of HRExaminerâs 2012 Top 25 Online Influencers in Recruiting; a yearly list by industry analyst John Sumser and is a Council Member for The Candidate Experience Awards.
DEIRDRE
PORTER: Thanks Deirdre!
There is no doubt that the world has changed and there is a clear direction in that change - The consumerization of the candidate experience
PORTER:
What weâll be exploring today is this new dynamic of candidates as consumers, and the implications this has for your recruitment. Namely
How you gather data on interested candidates, and what can you do with that?
How do you offer a compelling relationship with your brand for candidates at all stages of the process, both during attraction and selection.
How do you build rich candidate profiles that help you target the right candidates, and then make data driven decisions about who to hire.
PORTER:
None of these ideas are new. Your Marketing teams have known this for a while. They realized the need for more personalized buying experiences and have begun implementing strategies to create mass customized experiences for consumers. Nearly every marketing department leverages data on our interactions to better understand their target consumer audiences and provide an experience that makes us want to buy from them.
And the ones that donât, we donât have time for.
Now, weâre going to applying these same ideas to recruitment.
CHRIS:
And one of the best at this is Amazon. If you are like me, Amazon is where you do most of your shopping or at the very least is where you start your search.
One of the reasons
CHRIS:
It also refers to the challenges, capabilities and competencies.
Most companies can significantly improve their business performance simply by focusing on how operating data can inform day-to-day decision making.
https://hbr.org/2013/12/you-may-not-need-big-data-after-all
CHRIS:
And one of the best at this is Amazon. If you are like me, Amazon is where you do most of your shopping or at the very least is where you start your search.
One of the reasons
Most revenue per unique user of tech companies
CHRIS:
Item to item collaborative thinking
CHRIS:
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PORTER
If you look at the pipeline for the candidate journey, from the point you attract them, to the point you close the deal and bring them on board, there are a ton of different tools used, and a ton of data present throughout this process. The problem is that generally, we do a pretty lousy job of actually USING that data.
PORTER
For example, in many processes following a traditional model, with a traditional applicant tracking system, nothing actually get tracked until the candidate applies for a job!
PORTER
And, in many companies, data from interviews doesnât get passed effectively throughout the process, and isnât properly factored into decision making. How many people have you heard say they have a good âgut instinctâ for talent? Most of use know that this approach isnât effective, but without data, itâs all just opinions, and can be hard to disprove.
PORTER
When we look at the standard candidate profile like a resume, or even a LinkedIn profile, hereâs what we consistently get. Itâs pretty surface, and honestly not all that important in terms of whether or not this person will be a good fit for the role, or your company.
PORTER
There is a LOT more information just waiting to be gathered, and we get it through interactions. But what are we doing with it? Where does it go? Most of it is unstructured data that is unconsciously processed during interactions, so how can we actively use it?
PORTER
So, we start by asking ourselvesâŚ
PORTER
We canât just gather data. You have to DO something with it. How can we use all this amazing data that is flying around in our process, and use it to provide value?
CHRIS
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PORTER
Another key element the rich candidate profile of the future is using digital interviews as a way to capture interactions in a way that can be easily consumed by stakeholders, and used to help make data-driven decisions.
PORTER
A candidate is much much more than a flat resume or CV. They are more than bullet points. They are stories, and ideas and experiences and all these things that make them the kind of person you want to be a part of your team.
PORTER
Itâs just a matter of capturing those digital interactions, and making it part of your candidate profile. This is how you start building rich, holistic views of candidates that are then accessible to your stakeholders in the hiring process exactly when and where they need them.
PORTER
From there we can start mining these digital interactions for all of that amazing unstructured data, and turn it into structured data to help us make better decisions.
PORTER
Thereâs many ways the different data in the process can be used. On the individual level, we can look at evaluation data to help make support immediate decisions about who gets to move forward in the process,
PORTER
⌠and then at the macro level, you can use data to start building models of success, of what great looks like at your company, for each type of role. Iris, the data engine at the heart of HireVueâs Insights module, can actually start helping you identify the best candidates in your talent pool in real time as they submit their digital interviews, without your team lifting a finger. The more data you feed this model the smarter it becomes. So now weâre using data in a myriad of different ways throughout our process to not only create a more valuable relationship with candidates weâre attracting, but also to make better and easier hiring decisions.
PORTER
One of the great truisms of any sort of data-driven process is âgarbage in, garbage out.â You get what you ask for. This has a very important application as you start designing your digital interactions with candidates. Iâve seen this trip up customers many times, even a few times just in the last year since I moved to London, where a company isnât feeling like they were getting meaningful insights into candidates from their digital interviews. Invariably, they have weak questions, and thus the candidates are giving them weak data. So then we have a conversation about what they are really looking for, and they overhaul their questions, and BAM! they start seeing better results. So think about this at ALL stages of your process â what are you LOOKING FOR at this point, and are you positioning yourself to RECEIVE that data? Because you get what you ask for.
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PORTER
PORTER
Marketing teams have long analyzed what content consumers are interested in, and what content helps advance consumers through their buying process. They help keep consumers engaging with their brand in different ways throughout the entire process.
PORTER
We in recruiting should apply this same concept to our engagements with candidates. What is the right content to help candidates move through the process? How do provide an immersive brand experience throughout your entire engagement with a candidate?
PORTER
This extends far beyond splash pages and social media channelsâŚ
PORTER
⌠though those are certainly apart of it.
PORTER
Itâs about analyzing every step of your candidate journeyâŚ
PORTER
And making sure that your brand is being well reflected. That youâre providing content that not only helps candidates understand your Employer Value PropositionâŚ
PORTER
âŚ. But helps them get to know you in a way that they can decide for themselves if theyâre a good fit. The great thing about this approach is that every candidate, whether they advance successfully in the process or not, walks away with a positive impression of your brand.
PORTER -> CHRIS???
PORTER
Itâs really important to measure the impact on your brand, and what candidates think, and then use that information to iterate further for better results. We help our customers measure a candidate Net Promoter Score, but there are lots of ways to do this. The key is to not focus on the number as a goal in and of itself, but rather to look at it as data to help you continuously improve.
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PORTER
This is where you have to really identify what you are looking for at each stage of your candidate journey, and what content and interactions need to occur to get the results youâre looking for. Make sure that you are driving towards the results you want. You need to progressively build their interest in your company and then qualify and validate their fit for the role.
PORTER
All the data together starts helping you attract the right kind of person, and helps you identify the best of the bunch.
Chipotle example