Recruitment Marketing: Engage Candidates & Win Talent

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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

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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

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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

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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

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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

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Recruiting +

Recruiting

Awareness

Hire

Consideration

Interest

Application

Select

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Recruiting + Recruitment Marketing = Modern Recruiting

Awareness

Hire

Consideration

Interest

Application

Select

Recruitment

Marketing

Recruiting

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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

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How Recruitment

Marketing Helps Attract

Top Candidates

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Competition for Talent Is More Fierce Than Ever Before

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CH2M’s

talent network

has more than

300,000warm leads worldwide

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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 needs68% 44%

Improve the candidate experience 32% 27%

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Learn From Marketing: Build a Recruitment Lifecycle Program

Awareness

Interest

ConsiderationApplication

Hire

Referral

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Best-in-Class

Recruitment

Marketing

Activities

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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

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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

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Candidates Are Like Consumers

The Universe Has Changed

Candidates Expect:• Social Engagement

• Relevant Content

• Transparent Culture

• Mobile Search

• Mobile Apply

• Fast Feedback

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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

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Do You Walk in Your Candidates’ Shoes?

Image credit: onstageleadership.com

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Involve Marketing in Employer Branding

67% 66%

40%

50%

30%

40%

50%

60%

70%

Involve the marketing

department in employment

branding & advertising tactics

Use social media portals to

source candidates

Percent of respondents, n=216

Best-in-Class

All Others

Source: Aberdeen Group, July 2016

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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

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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 boards62% 38%

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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

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Use Technology to Gain Efficiencies in Your Recruitment Marketing Programs

Awareness

Interest

ConsiderationApplication

Hire

Referral

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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

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Transform Your Recruitment Programs to Become More Immersive

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Amplify Your Employer Brand Through Social Portals

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So many tools, so little time!

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Recruitment Marketing Enablers for the Candidate Journey

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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

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Building a Talent Pipeline Ensures Future Success

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Eaton’s

talent network

form captures

1,000contacts daily

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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

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Build a Talent Bench Through Recruitment Marketing

68%

60%

44% 46%

30%

40%

50%

60%

70%

Proactively build and expand the

candidate pipeline regardless of

current hiring needs

Invest in new technologies to

make recruitment more

engaging for candidates

Percent of respondents, n=216

Best-in-Class

All Others

Source: Aberdeen Group, July 2016

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Before SmashFly

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With SmashFly

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Twitter: @SmashFly

Twitter: @howardadamsky

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