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1 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM1 WWW.APTITUDERESEARCHPARTNERS.COM @TALKTOARP
Building a Business Case for
Recruitment Marketing
#BuildYourCase
2 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
WELCOME
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your computer.
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difficulties, call ReadyTalk Support
at 800-843-9166.
• Submit questions for the speakers
using the chat box.
3 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
SPEAKERS
Adam Glassman
Recruitment Strategies Manager
Madeline Laurano
Co-Founder & Chief Research Officer
@aglass99 @madtarquin
#BuildYourCase
4 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Agenda
• The Current State of Talent Acquisition
• Recognizing the Value of a Recruitment Marketing Platform
• Understanding the Business Impact
• Communicating with Key Stakeholders
• Preparing for Change Management
5 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
Key Trends in TA
6 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Note: External spend includes recruiting advertising, technology and services Sources: Bersin by Deloitte, Talent Acquisition Factbook, Aptitude Research
TALENT ACQUISITION
SPEND
~$130B
INTERNAL~$110B
$13B
$9B
ATTRACT
RECRUIT
Growing at 8-10%
Top 3 Talent Acquisition Investments in 2017
RECRUITMENT MARKETINGBuild talent pools, proactively engage and attract applicantsA
TTR
AC
T
BACKGROUND SCREENINGCan include criminal, drug,
employment, education, creditREC
RU
IT
PRE-HIRE ASSESSMENTSIncreasingly automated tools to
match and rank applicantsREC
RU
IT
KEY DRIVERS
▪ Tremendous (and increasing) volume and costs to win war for talent
▪ Candidates demand a better experience and transparency
▪ Regulators are increasingly restricting employers’ ability to make informed decisions
Focus on TA
NEW PAIN POINTS
© 2016, Aptitude Research Partners #BuildYourCase
8 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Attract
• Employer
Branding
• Sourcing
• Recruitment
Marketing
Recruit
• Screen
• Assess
• Interview
Onboard
• Offer
• Onboard
• Engage
New Framework
Source: Aptitude Research Partners 2016, N=271
The Greatest Area of Investment: 70% of
organizations plan to increase their investment
9 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
New Priorities
73%
65%62%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Consistent CandidateExperience
Pre-Hire Assessments Increase Diversity Efforts Gather Feedback fromCandidates
Source: Aptitude Research Partners. Hire, Engage, Retain Study, 2016. N=271
10 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Attract: Awareness
Attract: Engagement
Recruit: Validation
Recruit: Acceptance
Hire
New Applicant Experience
• Attract
– 70% of candidates research
career sites
– 13% of candidates apply through
a mobile device
– The average company receives
200 resumes a day
• Recruit
– 50-75% of applicants are not
qualified for the jobs they apply
for
• Hire/Onboard
– 78% of candidates say less than
1 week elapsed before their last
interview and the offer
Source: 2016 Candidate Experience Awards Research, The Talent Board
11 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Talent Acquisition Trifecta
Talent Acquisition Trifecta
Recruitment
Marketing
Platform
Applicant
Tracking
System
Onboarding
System
Ecosystem
Employer Branding
Sourcing Interviewing
Assessment
Screening Compliance
AnalyticsJob
Distribution
12 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
The Value of a RMP
13 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
The New Framework
14 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
RMP Options
70% of companies are increasing their investment… what are their options?
• Recruitment Marketing Provider
• ATS with RM capabilities
• Stand-alone CRM
• Disparate sourcing solutions
• Agencies
• Nothing
Confusion in the market around:
• Leading providers
• Price
• Services
• Capabilities
15 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Key Capabilities
16 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
RMP Framework
17 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
The Business Impact
18 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
The Results
+ ATS
↓
19 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
RMP Spend
20 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Company Example
For a company marketing 1,000 jobs annually:
Cost savings from disparate and duplicative tools: $150,000
-Job Distribution, Career Site, CRM, Referrals, Events
Cost savings from ineffective job boards, channels and services: $250,000
-Paid Advertising, LinkedIn Licenses, SEO
Spend on Recruitment Marketing Platform: $125,000
Total Savings: $275,000
21 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
The Selection Process
22 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Influence Over Decisions
0%
20%
40%
60%
80%
100%
© 2016, Aptitude Research Partners
23 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Internal Questions
• What is the formal process for evaluating business cases and who is involved?
• Is the process the same or different for buying cloud-based / SaaS software?
• Who will be using this technology in our organization?
• Do stakeholders look at projects individually or as a portfolio?
• What is the budget cycle at our organization?
• What resources do we need and what do we have available?
• For the tools and services that we will eliminate, what are the terms of those contracts?
• Who will own this process ?
• Who will be a change champion for the project?
• The buying process or the implementation process?
24 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
External Questions
• How financially secure is this provider?
• How many customers and in what industries does this provider support?
• What services does this provider offer?
• What do customers think about this provider?
• What capabilities will help us recruit better?
• What is the delivery model and what is the release schedule for this provider?
• Do we have a dedicated representative?
25 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Key Stakeholders
• HR Leaders
• Talent Acquisition Leaders
• Initiative Hiring Managers
– (Campus, Military, Diversity)
• Recruiters
• Sourcers
• Employer Branding Specialists
• Recruitment Marketers
• Digital and Social Media Specialists
• Data Scientists
• Business Partners
• Marketing
• Candidate Experience Experts
• Subject Matter Experts
• HR IT Managers
• Purchasing Specialists
• Contracts / Legal
26 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Recommendations
27 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
Q&A
Adam Glassman
Recruitment Strategies Manager
Madeline Laurano
Co-Founder & Chief Research Officer
@aglass99 @madtarquin
#BuildYourCase
28 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
THANK YOUMadeline Laurano
Co-Founder, Chief Research Officermadeline@aptituderp.com
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