Myth-Busting Personalization in the Candidate Experience

© 2017 SmashFly Technologies1
SmashFly
Thomson Reuters

© 2017 SmashFly Technologies2 © 2017 SmashFly Technologies2
Manager, Global Talent Brand &
Recruitment Marketing
Thomson Reuters
Director, Product Marketing
SmashFly

#CandidateExperience
@SmashFly
@cbrablc
@ShelbyBurghardt
Say hi on Twitter!

• Why Personalize?
• 5 Myths on Personalization in the Candidate Experience
• Quick Start Guide
• Q & A

Because it’s expected by
candidates.

Personalization is about jobs.

69% of candidates are
likely to apply if the
employer actively
managers its employer
brand

• Talent acquisition doesn’t sell jobs; it sells brand & culture
• Deliver valuable content that candidates truly care about
• Provide an authentic look into your workplace & culture

• Showcase your culture through your career site, social channels,
Talent Network newsletters, profile on The Muse, etc.
• Create a unique company hashtag that your employees can use
to share insight (i.e. #workingatTR)
• Respond to reviews on Glassdoor; both the good & the bad

Send content other than jobs:
• Employee stories
• Career development
• Industry news

Personalization only happens
on the career site.

Personalization only
happens on the career site.
Candidates touch 12-18
sources of information
before they apply to a
job.
74% of candidates who
click apply… never
complete the application.
Source: SmashFly
Source: Inavero

LinkedIn InMail
from Recruiter
LinkedIn Job
Description
LinkedIn
Company
Career Page
Job Function
Landing Page
Company
Website
Career Website
Employee
Video
/ Testimonial
Friend/Family
Member who is
currently an
employee
Glassdoor
Company Blog
Social Channels
Talent
Community
Email
Application
START

Personalization is just “Hi First
Name!” in an email.

Personalization is just “Hi First
Name!” in an email.
True personalization means
every individual sees something
different.

True personalization means every
individual sees something different.
• Personalizing via segmentation:
– By job family (sales, design, engineering, etc.)
– By career stage (internship, entry-level, C-level, etc.)
– By persona/initiative (veterans, leadership development, etc.)
– By country/region

Segment: Job Family
(Sales)

Segment: Career Stage
(Early Careers)

Segment: Country
(U.S. vs. India)

• Personalizing via segmentation:
– By job family (sales, design, engineering, etc.)
– By career stage (internship, entry-level, C-level, etc.)
– By persona/initiative (veterans, leadership development, etc.)
– By country/region
Segmentation can result in
14.63% more opens &
94.27% more clicks.
Source: MailChimp

Personalization is difficult and
expensive, and requires a
complete overhaul of your
strategy.

Personalization is difficult and expensive,
and requires a complete overhaul of your strategy.
• Use free/inexpensive tools to personalize on a budget:
– Canva
– If This, Then That (IFTTT)
– SurveyMonkey
– RivalIQ
• What other tools are you utilizing?

• Truth #1: It’s not just about jobs.

• Truth #2: It happens on more than just your career site.

• Truth #3: It’s bigger than “Hi FirstName!”…

• Truth #4: …But it’s not out of reach, either.

• Truth #4: …But it’s not out of reach, either.
• Truth #5: Personalization isn’t difficult or expensive – and you can start doing
it today.

1. Start small – take a look at the channels and resources available to you
and determine where you want to focus first (career site, social media,
content generation, etc.)
2. Determine your segments – once you determine your audience, then you
can work on how you plan to message to them & edit your career site
accordingly
3. Survey your candidates – find out what your candidates are looking for in
an employer then you can craft your messaging to show them what’s “in it
for them”

4. Repurpose existing content – take a look at the content you have
available to you and repurpose the content that is relevant to your
audience (i.e. blogs, employee social media posts, awards, etc.)
5. Engage, engage, engage – answer their questions on social, respond to
them on Glassdoor, ensure recruiters are following up in a timely manner

Myth-Busting Personalization in the Candidate Experience

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