How to Be the Amazon of Recruitment: Know Your Candidates

#FutureCRM

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How To be the Amazon of Recruitment

Presented byPorter Williams, HireVue

Chris Brablc, SmashFly

#FutureCRM

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#FutureCRM

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#FUTURECRM

#FutureCRM

Meet the Presenters

Porter WilliamsDirector of Client ServicesHireVue@porterkwilliams

Chris BrablcDirector of MarketingSmashFly@cbrablc

#FutureCRM

Agenda

The Consumerization of the Candidate Experience

How Marketers use data for better relationships

The Future of the Candidate CRM Record

Using Technology and Analytics to Measure Success

#FutureCRM

The Universe Has ChangedCandidates are like consumers.

#FutureCRM

Agenda Consumerization of the

Candidate Experience

Employer Branding

Recruitment Marketing

Recruitment Analytics

Candidates Expect:• Social Engagement• Relevant Content• Transparent Culture• Mobile Optimization• Fast Feedback• VALUE!

The Universe Has ChangedCandidates are like consumers.

#FutureCRM

Relationships Matter!

Marketing Team are ExpertsHow to influence buyer’s decisions

#FutureCRM

Marketers have more data than ever before

90% of all Data created had happened in the last few years.

The digital universe will reach 44 zetabytes in 2020, doubling every 2 years.

But, we utilize less than 5% of this data for analysis

http://www.emc.com/leadership/digital-universe/2014iview/executive-summary.htm

#FutureCRM

Creating Marketing Relationships with Data

Myth: “Big Data” has to be big

Most companies don’t have the necessary operating performance data to be successful.

Marketing Automation solutions were built to put otherwise disparate data in the hands of marketers.

#FutureCRM

A Look at Amazon

#FutureCRM

What Amazon Captures About Me – Raw Data

Location Data

Credit Card Info

What I Buy

When I Buy What I Search

Products I View

#FutureCRM

Raw Data– Credit Card Information– Location– What I Buy (when I buy it)– What I search / view

What Amazon Captures About Me

What it Tells Them– Buying Patterns– What I watch & read– Hobbies / Interests– Life Trends

#FutureCRM

Raw Data– Credit Card Information– Location– What I Buy (when I buy it)– What I search / view

What Amazon Captures About Me

What it Tells Them– Buying Patterns– What I watch & read– Hobbies / Interests– Life Trends

Goal: Drive Conversion and Revenue

#FutureCRM

Relevant

Why Amazon?

#FutureCRM

Trustworthy

Why Amazon?

#FutureCRM

Why Amazon?

#FutureCRM

Simple...It’s All About Value!

Why Amazon?

#FutureCRM

How Can We Provide Value?

Why Us as an Employer?

#FutureCRM

Unknown

Today’s Talent Acquisition Strategy

Visitor Contacts QualifiedLeads Applicants Qualified

Candidates Employees

Attract Engage Nurture Convert Assess Sell

Job AdsEvents

Employer BrandSEO

Social

Career SiteLanding Pages

TN FormsReferrals

Call-to-ActionsJob AlertsSourcing

CRMTalent NetworkEmail MarketingDigital Interviews

Automation

Digital InterviewsSkill AssessmentsHiring Manager

Interviews

OfferEmployee Stories

Recruiter Follow-Up

#FutureCRM

Unknown

Job AdsEvents

Employer BrandSEO

Social

TN FormsReferrals

Automation

Interviews

Recruiter Follow-Up

Most Candidate Interactions are not tracked pre-applicant

#FutureCRM

Unknown

Job AdsEvents

Employer BrandSEO

Social

TN FormsReferrals

Automation

Interviews

Recruiter Follow-Up

Most Interview Data is not used to Make Educated Decisions

#FutureCRM

WORK HISTORY

REFERENCES

EDUCATION

SKILLS SUBJECTIVITY

#FutureCRM

PASSION

VALENCE

DISTRESS

PERSONALITY

SENTIMENT

RETENTION

COMMUNICATION

INTUITION

WORD COMPLEXITY

RESPONSE

WORD CHOICE

POTENTIAL

EXPRESSION

ENGAGEMENT

EMOTION

ATTENTION

WORK HISTORY

REFERENCES

EDUCATION

SKILLS SUBJECTIVITY

LANGUAGE ABILITIES

CONTEXTUAL SKILLS

BEHAVIOR

INTERACTION

DATAATTITUDE

YOUR CULTURE

YOUR POSITIONS

YOUR TEAM

YOUR COMPANY

BIG DATA

#FutureCRM

How do we begin capturing this data on candidates?

Questions we need to answer

#FutureCRM

How do we begin capturing this data on candidates?

How do we use it to provide VALUE?

Questions we need to answer

#FutureCRM

CRM Candidate Profile of the Future

#FutureCRM

1. Candidate Personas

#FutureCRM

Buyer Personas

#FutureCRM

Potential Candidate Persona

Background:• Where do candidates

come from• Location• Role

Demographics:• General Male-Female

Ratio• Average Age • Household Income

Goals and Interests:• Professional Goals• Hobbies / Interests• Personality Type

Where They Live:• Sites They Visit• Newsworthy Topics• Continuing Education

Job Search Data:• Unemployment Rates• Competitor Information• Industry Labor Trends

Critical Skills- Hard-to-Fill- Competitive- High Volume

#FutureCRM

Pro Tip: Leverage Automation to Target

Key Automation Rules– Use Pre-Determined Talent Network Forms to Identify key

personas– Automatically email communications to “Thank” all Talent

Network– Nurture candidates with targeted job openings and

employer branding contento Reach out to those that take action

– For hard to fill positions, have recruiters reach out directly with identified candidates.

Base Automation Rules on Important Stages in Process and Key Personas

#FutureCRM

1. Candidate Personas 2. Digital Interviews

#FutureCRM

Digital Interviews

People are VoicesPeople are PersonalitiesPeople are Experiences

Bringing those to life at scale is the next era of HR.

#FutureCRM

Build Rich Candidate Profiles for Holistic View

#FutureCRM

PASSION

VALENCE

DISTRESS

PERSONALITY

SENTIMENT

RETENTION

COMMUNICATION

INTUITION

WORD COMPLEXITY

RESPONSE

WORD CHOICE

POTENTIAL

EXPRESSION

ENGAGEMENT

EMOTION

ATTENTION

WORK HISTORY

REFERENCES

EDUCATION

SKILLS SUBJECTIVITY

LANGUAGE ABILITIES

CONTEXTUAL SKILLS

BEHAVIOR

INTERACTION

DATAATTITUDE

YOUR CULTURE

YOUR POSITIONS

YOUR TEAM

YOUR COMPANY

BIG DATA

#FutureCRM

Data Driven Decisions

#FutureCRM

15,000PREDICTIVE

ATTRIBUTES

100,000XMORE DATA THAN A RESUME

HireVue Iris™ Deep Learning Analytics Engine

Data Driven Decisions

#FutureCRM

Pro Tip: Ask the Right Questions

#FutureCRM

Candidate Profile of the Future - CRM

3. Social

#FutureCRM

We are all creating social footprintsLet’s use them to connect

#FutureCRM

94% are likely to apply for a job

If employer actively manages its employer brand2

12 sources of information are consulted

by consumers before making a purchase decision1

70% trust online reviews

and ratings as a source of brand info2

57% of the purchase decision

is made before a consumer talks with a supplier3

Employer Brand is Important

#FutureCRM

Pro Tip: Use Social in Recruiter Outreach

Social Data Can Provide Insight & Credibility– Have Recruiters check social footprint before writing email

or inMail– Create Email Templates with section for dynamic content

based on candidate social footprint– Have recruiters follow pipelined candidates on Twitter (the

candidate most likely will notice) Leverage Company Social Profiles on Glassdoor

and Indeed as content to “sell” candidates

#FutureCRM

3. Social 4. Interactions

#FutureCRM

Influencing Consumers through Content

AwarenessStage

ConsiderationStage

DecisionStage

eGuideseBooks

White PapersEditorial ContentAnalyst Reports

WebcastsSolution

ComparisonsExpert Reviews

PodcastsVideo

Product ComparisonsCase Studies

Software TrialsTradeshows

Product Literature

Where are They Consuming Content?What Content are they consuming?

Marketing

#FutureCRM

Influencing Candidates through Content

AwarenessStage

ConsiderationStage

DecisionStage

Job PostingsSocial PostsCareer Blogs

Job AdsSourcing

Linkedin InMails

Glassdoor ReviewsDigital Interview

Job AlertsRecruiter Outreach

Personalized Content

Newsletters

Employee Testimonials

LinkedIn ContactsJob OpeningsCareer Fairs

Workplace Awards

Where are They Consuming Content?What Content are they consuming?

Recruiting

#FutureCRM

Consistency in Employer Brand

#FutureCRM

Pro Tip: Start Measuring Source of Influence

Measure all Candidate Touch-points

– Job Board Views & Clicks

– Career Site Page Visits– Email Opens and Clicks– Recruiter Follow-Up– Talent Network Form

Completions– Job Alert Send-outs– Recruiter & Hiring

Manager Feedback– Social Interactions– CRM Statuses– ATS Statuses

#FutureCRM

Pro Tip: Brand Sentiment (NPS)

#FutureCRM

5. Referrals

#FutureCRM

Referrals are the #1 External Source of Hire

41% of all hires were internal candidates

19.2% were Referrals

http://www.careerxroads.com/news/2014_SourceOfHire.pdf

60% of all hires come from current employees &

advocates

#FutureCRM

Referrals are a Top Source of Hire but...

45% of companies have somewhat to no faith in ability to track referrals

Source: SmashFly 2015

Absolutely23%

Pretty Confident32%

Somewhat20%

A Little17%

No Faith8%

#FutureCRM

Using Candidate Contacts for Referrals

Expanding Referral Network beyond Employees leads to more referrals

Source: SmashFly 2015

28% 36%Among participants that

get referrals fromemployees only

Among participants that reach beyondemployees to get referrals

28%More referrals

#FutureCRM

ProTip: Leverage your Full Referral Network

Not Just Employees– Campaign to talent pipelines

around referrals– Keep track of referral rewards for

non-employees Central Communication:

Leverage your RMP to communicate with candidates but employees, alumni, fans, partners and contractors to drive referrals as well

#FutureCRM

5. Referrals 6. Evaluation & Measurement

#FutureCRM

Technology – Sales / Marketing Model

EmployeesCustomer

ApplicantsSales CRM

Marketing Automation

Software

Customers

Prospects

#FutureCRM

Technology – Current TA Model

Employees

Applicants

CRMSocial

Career Site

Employer Brand

ReferralsMobile

Job Distribution

Employees

Applicants

#FutureCRM

Technology – Near Future TA Model

Employees

Applicants

RECRUITMENTMARKETINGPLATFORM

Employees

Applicants

#FutureCRM

Determine Flow and Stages that determine candidate progression (build into CRM)

What do you need to see and know to move a candidate on?

Drive candidates along personalized Candidate Experience designed to:1) Build Interest in your

Company2) Qualify their Skills

Determining Candidate Quality

Awareness

Consideration

Qualified & Interested

Application

Selection

#FutureCRM

Data Driven Qualification

#FutureCRM

Build Larger Targeted Pipelines

#FutureCRM

Goal: Convert More Qualified Candidates

#FutureCRM

Learn More about HireVue

#FutureCRM

Learn More about SmashFly

Blueprint for SuccessSmashFly Total RecruitmentMarketing Platform.

#FutureCRM

Porter WilliamsDirector of Client ServicesHireVue@porterkwilliams

Chris BrablcDirector of MarketingSmashFly@cbrablc

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