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1/24/2014
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Recruitment & Retention Myth-Busters
Dave Chesterman, Director of Recruiting, Celadon
Spring Dixon, Public Relations Manager, Maverick USA
Lori Furnell, Vice President of Business Development, ACS Advertising
Priscilla Peters, Director of Marketing, TripPak SERVICES & ACS Advertising
Nick Reid, Vice President of Digital Services, Randall-Reilly
Brad Vaughn, Director of Recruiting, Maverick USA
The
SKEPTICSSOCIETY
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MYTH #1My best leads are phone calls.
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• #1 digital (job boards and PPC)
Lead Source Volume
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2001 Media Mix
NewsPaperMagazineInternetBillboardRadio
2005 Media Mix
NewsPaper
Magazine
Internet
Radio
Billboard
Brochure
Television
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2013 Media Mix
Digital Media
NewsPaper
Magazine
Internet
Radio
Social Media
PrintPromo
Television
Billboard
• Skewed results. Only qualified phone calls and referrals going into ATS
ATS Rating
• Referrals• Phone Calls• Digital
Conversation Rate
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• Calls• Referrals• Avoid digital
Recruiter Preference
• Phone training only!Sales
Training
Recruiters Recruit Best
on the PHONE
Conclusion:
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Phone Calls
Source Candidates
CallWorks Connect
Mobile Click to Call
Virtual Recruiter
Form Submitted
Form Submitted
Pre-qualifiedPre-qualified
Direct Connection to
Candidate
Direct Connection to
Candidate
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David ChestermanDirector of Recruiting
The Celadon Reality
6,920LEADS
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My Staff
Staff Experience
50% less than 5 Years
50% less than 5 Years
50% 12+ Years50% 12+ Years
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Results
4 ½ Months of Data4 ½ Months of Data
906 Calls (654 unique calls)906 Calls (654 unique calls)
47 Hires47 Hires
45 Approved Apps45 Approved Apps
Recruiter Buy-inRecruiter Buy-in
Advice
Make the technology work for you
Use technology to play to your recruiters’ strengths
Don’t be afraid to raise the bar!
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Q&A
MYTH #2
We make it easy for driversto apply.
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Go Mobile
Keep it Short
& Sweet
Easy to Find
1 BILLION job searches are done per MONTH on a MOBILE device
Mobile friendly recruitment, properly executed, has a conversion rate 5x to 10x better than PC at 20% the cost
Only 26 of the Fortune 500 offer a mobile optimized job application process
1/3 of Simplyhired.com traffic comes from mobile
* Source: Talent Management Headquarters 2013 Mobile Recruiting Statistics
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In 2012, @UPSjobs made 10K hires via mobile
Users are 50% more likely to apply for a job on a mobile site if they have viewed a video from that site
20% of UPS hires apply via a mobile device
70% of mobile searchers act within an hour; only 30% of PC searchers do * Source: Talent
Management Headquarters 2013 Mobile Recruiting Statistics
86%Drivers who use the Internet while they’re away from home on the road …
55% ... of those use their smart phone or tablet.
* Source: Randall-Reilly Market Intelligence Survey
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62%We had 8,542 visits to the TripPak site from a mobile device.
MOBILE TRAFFIC
30%of candidates won’t spend more than 15 minutes filling out an online application.
36% of 25-34 year-olds will spend 15 minutes or less (most impatient).
* Source: Seven Step RPO
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SHORT FORM = PRE-QUALIFICATION
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Make it Easy for Drivers to Find You Online:
Job Boards
Landing Pages
Search
Re-Marketing & Re-Targeting
Links on ALL pages of your web site
Social channels
Facility Signage & Locations
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Nick ReidVP of Digital Services
Examples
• Clients across all our industries that have success tend to have some common traits– Focus landing pages on creating interest
– Let recruiters take it from interest
– Finish the last mile
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Landing Pages Must Create Interest
• For a browsing job seeker, what can you say to stand out from others?– Much easier to customize page copy towards a
specific location on digital
• “When curiosity is satisfied, interest dies”– You don’t have to give every reason for a driver to
come to work for your fleet
– Just create enough interest to get them in touch
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Harder than applying to Arkansas: one unlinked email address and no click to call
Let Recruiters Take It From “Interest”
• A lead is an introduction– Job browsers aren’t ready to “commit” their time
and personal info
• Focus should be just getting enough info to let the recruiters work– Mobile: short forms and click to call
– All forms: try to eliminate as many clicks and as much typing as possible
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Seems shorter than 8 questions they wanted: low commitment
Form seems longer than it really is
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Finish the Last Mile
• When is the last time you made an inbound call to your own tracking numbers?– Client found that there was a dead extension in
their round-robin: one-in-six were always getting voice mail
– Another client discovered the phone rang 4+ times before being transferred into the queue
• Treating leads like inbound phone calls– Research shows much higher close rates when
the prospect is contacted within 30 minutes of form submission
Q&A
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MYTH #3
My recruiters manage leads effectively.
Are your leads
managing you?
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LegitimizeLegitimize
UtilizeUtilize
PrioritizePrioritize
Legitimize Your Lead Management Processes
What is the desired result?
How will it affect the others?
Who is responsible?
What’s your timeline?
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Advertising
Management
Recruiters
Utilize Your ATS
AdvertisingAdvertising
Tracking
Trending
ManagementManagement
Distribute Leads
Adjust Filters
Measure Recruiter
Performance
RecruitersRecruiters
Prioritize Applicants
Work Applications
Source Leads
Manage Personal Goals
Build Pipeline
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Prioritize
Multi-carrier App
Direct App
Social
Phone Call
MUST DO
Lead forms
Mobile
Texting
Video
TRENDING
Chat
Outsourcing processing
Recruiting call centers
ATS Modules for Brokers
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Brad VaughnDirector of Recruiting
Spring DixonPublic Relations Manager
Know What’s Trending?
Manage with Facts!
What leads typically turn to hires?
What is working best now?
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Work Hot Leads First
Identify best lead
sources
Push to recruiter quickly
Respond to candidate
immediately
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Be Where the Driver Is
Where does he search for jobs
and Information?
How does he like to
communicate?
Does your media mix offer
variety?
How will you support your
message internally?
Tweak Continually
• Budget• Placement• Targeting
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Management vs. Recruiter
Communicates & implements needed improvements
Tracks sources
Prioritizes work day duties
Manages Systems & Change
Works Between Departments
Sets Individual Performance Standards
Rec
ruit
ers
Man
agem
ent
Q&A
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MYTH #4
We’ve got retention handled –we have a committee.
97%the annualized driver turnover rate at large truckload fleets.
* Source: Bob Costello, Chief Economist, ATA, December 2013
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Value Retention Efforts:
Imagine if you spent the same amount of
resources and budget on retention as you do recruiting.
What is retention worth to your organization?
17%of your drivers are actively disengaged.- Unhappy- Undermining co-workers
* Source: SHERM
54%of your drivers are not engaged.- Going through the motions- Putting in time without passion- Fence sitters
29%of your drivers work with passion.- Happy- Buy-in to and support your culture
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More Than a Committee –
Ownership
Tracking
Organization-Wide Accountability
Stressors Identified
Internal Communication
Some carriers are implementing Performance Based Incentives or Payfor those that impact driver retention.
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Tools to Support Retention –
Driver Retention Workflow Management –
Tracking & management
Multiple department
assignments
Driver touch point
notifications
Cloud-based workflow system
NEW INNOVATION
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Betty NixDirector of Recruiting
2010 Best Fleets to Drive For 2011 & 2012 Top 20 Finalist
Hiring Policies
Good, quality drivers make a difference
Recruiters
Be honest
Explain what to expect
Give no surprises
Focus on the “driver’s needs”
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Orientation Class
Made to feel welcome
Prepared for success
Provided feedback of performance
Given additional help with skills needed
Training
Student Training
Train the Trainer
Flatbed Training
Load Securement Training
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Driver Managers
Have a open door policy
Listen to our drivers
Do what we say we will do
Participate in a driver advisory board
Follow-UpFeedback with drivers–Department calls
Welcome packets mailed home to family
Recruiters make connection with new drivers–Referrals
Quarterly surveys
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Chaplain
Best hire Boyd Bros. ever made
Q&A
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