Recruitment Marketing: Engage Candidates & Win Talent
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This document summarizes a webinar about recruitment marketing. The webinar discussed how recruitment marketing can help attract top candidates by engaging candidates across the entire recruitment lifecycle through tactics like social media, content marketing, and events. It also shared how best-in-class companies collaborate with their marketing teams to build strong employer brands, use recruitment marketing technologies to automate processes and gain efficiencies, and take a proactive approach to hiring by building a talent pipeline. The webinar provided examples of how specific companies leverage recruitment marketing strategies.
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Recruitment Marketing: Engage Candidates & Win Talent
- 1. 1#RMWebinar Sponsored By: Recruitment Marketing: Engage Candidates and Win Talent August 2016 Howard Adamsky, Senior Analyst, Human Capital Management Aberdeen Group Lori Sylvia, Chief Marketing Officer SmashFly
- 2. 2#RMWebinar What Is Recruitment Marketing? Recruitment marketing is every tactic that a talent acquisition team uses to find, attract, engage, and nurture leads to convert them into more qualified applicants to fill jobs now and build a pipeline for the future: • Employee Referrals • Talent Networks • Job Marketing • Employer Branding • Recruiting Events • Recruiting Analytics • CRM • Sourcing • Content Marketing • Email Nurturing • Social Recruiting • Mobile recruiting • Career Site • SEO
- 3. 3#RMWebinar Benefits of Recruitment Marketing Employee engagement rate Year-over-year increase in annual revenue per full-time employee Year-over-year increase in customer satisfaction rate 69% 9.2% 8.9% Image credit: sharemarketschool.com
- 4. 4#RMWebinar TODAY’S AGENDA: • How recruitment marketing helps attract top candidates • How to use social media to engage candidates • Best-in-Class steps to amplify employer branding through marketing activities • Surprising data on business outcomes between users and non-users of recruitment marketing • Q&A
- 5. 5#RMWebinar Key Takeaways • Collaborate (and learn) from marketing to build an employer brand that entices skilled candidates • Enrich traditional talent acquisition methods through recruitment marketing; use technology to automate • Master use of social media to amplify your employer brand • Become more proactive in hiring; build a talent pipeline
- 7. 7#RMWebinar Recruiting + Recruitment Marketing = Modern Recruiting Awareness Hire Consideration Interest Application Select Recruitment Marketing Recruiting
- 8. 8#RMWebinar Understanding What It Takes To Achieve Success What you need to do to become Best-in-Class: Processes you should have in place Critical metrics Organizational changes you might want to make Data / knowledge management considerations Technologies you should evaluate Best-in-Class Industry Average Laggard P A C E 8
- 10. 10#RMWebinar Competition for Talent Is More Fierce Than Ever Before
- 11. 11#RMWebinar CH2M’s talent network has more than 300,000 warm leads worldwide
- 12. 12#RMWebinar Recruitment Marketing Is the Answer for HR Executives’ Challenges Top Strategies (n= 216) Best-in-Class All Others Proactively build & expand the candidate pipeline regardless of current hiring needs 68% 44% Improve the candidate experience 32% 27%
- 13. 13#RMWebinar Learn From Marketing: Build a Recruitment Lifecycle Program Awareness Interest ConsiderationApplication Hire Referral
- 15. 15#RMWebinar Best-in-Class All Others Who Are the Best-in-Class? Percentage of employees receiving a rating of ‘exceeds expectations’ on last performance review 9.2% -1.0% Year-over-year improvement (decrease) in average search-to-hire rate 7.2% -3.9% Year-over-year improvement in revenue per full-time equivalent 6.8% -2.6% Best-in-Class All Others 15
- 16. 16#RMWebinar Step 1: Involve Marketing to Build Your Employer Brand Step 2: Enrich Talent Acquisition Through Recruitment Marketing Step 3: Master Use of Social Media Step 4: Build a Talent Pipeline
- 17. 17#RMWebinar© 2016 SmashFly Technologies17 Candidates Are Like Consumers The Universe Has Changed Candidates Expect: • Social Engagement • Relevant Content • Transparent Culture • Mobile Search • Mobile Apply • Fast Feedback 17
- 18. 18#RMWebinar Companies are incurring unnecessary costs when recruiting. On average, a business that hires 400 employees annually incurs $1.09 million each year. $2,714 Average cost per hire for U.S. companies
- 19. 19#RMWebinar Do You Walk in Your Candidates’ Shoes? Image credit: onstageleadership.com
- 20. 20#RMWebinar Involve Marketing in Employer Branding 67% 66% 40% 50% 30% 40% 50% 60% 70% Involve themarketing department in employment branding & advertisingtactics Usesocial media portals to sourcecandidates Percent of respondents, n=216 Best-in-Class All Others Source: Aberdeen Group, July 2016
- 21. 21#RMWebinar Step 1: Involve Marketing to Build Your Employer Brand Step 2: Enrich Talent Acquisition Through Recruitment Marketing Step 3: Master Use of Social Media Step 4: Build a Talent Pipeline
- 22. 22#RMWebinar Traditional Talent Acquisition Methods Are No Longer Effective Sources from which companies indicate seeing minimal results (n= 216) Best-in-Class All Others Campus recruiting 70% 30% Job boards 62% 38%
- 23. 23#RMWebinar is a technology used to automate, manage, and measure everything done in recruitment marketing. It is not an applicant tracking system (ATS), but it plugs into one. The platform is one single resource that covers everything from campus recruiting, career portals, employee referrals, branding, and more. It is used to attract leads to apply. Recruitment marketing platform
- 24. 24#RMWebinar Use Technology to Gain Efficiencies in Your Recruitment Marketing Programs Awareness Interest ConsiderationApplication Hire Referral
- 25. 25#RMWebinar Step 1: Involve Marketing to Build Your Employer Brand Step 2: Enrich Talent Acquisition Through Recruitment Marketing Step 3: Master Use of Social Media Step 4: Build a Talent Pipeline
- 26. 26#RMWebinar Transform Your Recruitment Programs to Become More Immersive
- 27. 27#RMWebinar Amplify Your Employer Brand Through Social Portals
- 28. 28#RMWebinar So many tools, so little time!
- 29. 29#RMWebinar Recruitment Marketing Enablers for the Candidate Journey
- 30. 30#RMWebinar Step 1: Involve Marketing to Build Your Employer Brand Step 2: Enrich Talent Acquisition Through Recruitment Marketing Step 3: Master Use of Social Media Step 4: Build a Talent Pipeline
- 31. 31#RMWebinar Building a Talent Pipeline Ensures Future Success
- 33. 33#RMWebinar The majority of businesses wait for an opening to fill, instead of proactively building a talent bench through recruitment marketing. 60% of companies are using a reactive approach in their hiring programs Become More Proactive in Talent Acquisition
- 34. 34#RMWebinar Build a Talent Bench Through Recruitment Marketing 68% 60% 44% 46% 30% 40% 50% 60% 70% Proactively build and expand the candidatepipelineregardlessof current hiringneeds Invest in new technologiesto makerecruitment more engaging for candidates Percent of respondents, n=216 Best-in-Class All Others Source: Aberdeen Group, July 2016