Explore the key findings from SmashFly's Recruitment Marketing Report Card for the 2016 Fortune 500. Download the full report card here: http://www.smashfly.com/resources/research/2016-fortune-500-recruitment-marketing-report-card/

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W h a t i s t h e R e c r u i t m e n t M a r k e t i n g
R e p o r t C a r d ?

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• 5.6 million job openings – just shy of all-
time high CNN Money
• Baby boomers retiring at unprecedented
rate Slate
• Millennials stay in positions an average of
2 years CNN Money
• Unskilled workers, higher employer
expectations, fewer job training programs
– skills gap is widening Challenger Gray & Christmas
• BOTTOM LINE: IT’S GETTING HARDER
TO HIRE CONSISTENTLY
WHY IT’S IMPORTANT
#RMReportCard

4. According to research by PwC,
93% of CEOs recognize the need
to change their strategy for
attracting and retaining talent.

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HOW ARE ORGANIZATIONS EVOLVING
THEIR STRATEGIES?
2015 Report Card
• Content
• Social
• Employer Branding
• Mobile
• Initiatives
• Talent Network Opt-in
2016 Report Card
• Content
• Social
• Employer Branding
• Mobile
• Initiatives
• Talent Network Opt-In
• Talent Network Nurture
• Personalization
• SEO

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H o w d i d t h e 2 0 1 6 F o r t u n e 5 0 0
p e r f o r m ?

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• The 2016 Fortune 500 earned an average grade of C
• 22 companies made the “Dean’s List” by scoring an A, compared
to 13 in 2015
• 27% increase in A’s and B’s compared to 2015’s class
• Two sectors – Industrials and Aerospace and Defense – tied for
best average grade (B)
• Valedictorian – Telecommunications (58% earned an A)
REPORT CARD OVERVIEW
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• 23% (113 companies) were in the “Back of the Class,” scoring a D or an F
• 29% decrease in D’s and F’s compared to 2015’s class
REPORT CARD OVERVIEW
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U s e d b y o v e r 5 0 % o f t h e 2 0 1 6
F o r t u n e 5 0 0

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Used by over 50% of the 2016 Fortune 500
BEST PRACTICES
75%
69%
64%
55%
53%
Diversity content on career site
Mobile-friendly career site homepage
Mobile-friendly job search
Military/veteran content on career site
Job families content on career site
#RMReportCard

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Dedicated content and
messaging to specific job
families on your career site
BIGGEST OPPORTUNITY:

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U s e d b y o v e r 2 0 % o f t h e 2 0 1 6
F o r t u n e 5 0 0

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1. Search Engine Optimization (SEO)
2. Candidate-Focused Content
3. Employer Branding
4. Mobile-Friendly Career Site
5. Career-Dedicated Social Presence
OVERVIEW: EMERGING PRACTICES
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49%
94%
0% 20% 40% 60% 80% 100%
Job landing pages search engine
optimized
[Company Careers] is first result on
Google
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SEO landing pages for every job,
plus relevant content at the top and
bottom of each job description
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42%
14%
Outline application process
Candidate blog and/or resources
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Job advice,
interview
expectations,
candidate
resources
#RMReportCard

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45%
41%
31%
20%
13%
5%
3%
1%
Employee stories on career site (video)
Employee stories on career site (written)
Email designed with company brand and colors
Unique content embedded in job descriptions
Link to Glassdoor
Email sent from company domain
Unique content in sidebar on job descriptions
Glassdoor widget on career site
#RMReportCard

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44%
64%
69%
0% 20% 40% 60% 80%
Mobile-friendly apply
Mobile-friendly job search
Mobile-friendly homepage
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Pepsico offers a mobile-optimized
candidate experience throughout all
facets of recruiting, plus a mobile
app for job seekers.

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24%
29%
65%
0% 20% 40% 60% 80%
Social content other than jobs
Social careers profile or hashtag
Social sharing within job descriptions
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1. Link to social careers channels from career site
2. Add Glassdoor button or widget to give
candidates a direct route to reviews and
ratings
3. Add social share buttons to job descriptions
Quick Wins
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U s e d b y l e s s t h a n 2 0 % o f t h e 2 0 1 6
F o r t u n e 5 0 0

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1. Email Nurture
2. Personalized Content
3. Talent Networks
OVERVIEW: UNTAPPED PRACTICES
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1%
16%
45%
85%
24%
44%
Send content other than jobs
Join talent network/job alerts in apply flow
Send regular email communication
Send confirmation email after signup
Join talent nework from career site
Sign up for job alerts from career site
14%
15%
48%
Job alerts require credentials
No email opt-out offered
Never sent email post-confirmation
#RMReportCard

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#RMReportCard
Monthly newsletter with
behind-the-scenes info,
job tips, industry news,
etc.!

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• A Recruitment Marketing Platform allows you to automatically send an email
reminder to candidates who don’t complete their application.
– The results? 15% percent more applications for every job.
Quick Wins

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3%
3%
8%
12%
53%
0% 10% 20% 30% 40% 50% 60%
Auto remind to complete application
Unique content in job descriptions
Personalized job reccomendations on
career site
Candidates choose contact frequency
Job families content on career site
#RMReportCard

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Targeted job trailers!
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16%
24%
0% 10% 20% 30%
Join talent network/job alerts in apply
flow
Join talent nework from career site
#RMReportCard

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20% of the Fortune 500 send at least
monthly communications – but only 1%
send content other than job alerts
BIGGEST OPPORTUNITY:

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I n t e r p r e t i n g r e s u l t s – a n d n e x t s t e p s

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1. Enable candidate leads to opt in to an employer’s Talent Network or sign
up for job alerts without needing to first apply for a job
2. Nurture leads with regular, personalized email communication to stay top of
mind and convert leads into qualified applicants when the timing is right
3. Share content other than jobs through email and social channels in order to
attract and engage candidates
Biggest Recommendations for the Fortune 500 (and You)
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• Download the Recruitment Marketing Report Card for the 2016 Fortune 500
for an in-depth analysis of the best-practice marketing principles being used
by the largest recruiting organizations, which practices are emerging, and
which are largely untapped.

38. © 2016 SmashFly Technologies38