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SHAWNEE IRMEN
&
MEGAN STANISH
The Forgotten Potential of Recruitment Advertising
What Are We Discussing Today?
What It’s All About: PeopleThe Current Recruitment Advertising
LandscapeBack to Basics Content, Context and CommunicationOnce You Have Their Attention, Don’t Stop
CommunicatingUsing Communication CuesDon’t Hide Behind Technology… Use It to
Humanize
What It’s All About: People
DOING IT
RIGHT!!
What It’s All About: People
Today’s Recruiting Landscape
Applicant Tracking Systems
Search Engine Optimization
Talent Network
CRM
QR Codes
Text / SMS
Online Job Boards
Employer Brand
Social Media
Today’s Recruiting Landscape
Applicant Tracking Systems
Search Engine Optimization
Talent Network
CRM
QR Codes
Text / SMS
Online Job Boards
Employer Brand
Social Media
METRICS & DATA
Back to Basics
You are recruiting people, not just pushing words out into the ether or using a system to purely manage and shuffle data.
You are not recruiting or advertising to yourself.
Your prospect honestly wants to understand the job, the company and the culture.
Unless your company already is your prospect’s target employer, your prospect is going to put in a finite effort to find and learn about your jobs or to research your organization.
Your legal job description likely is mysterious and confusing to your prospect.
Tools – Non-People Focus Applicant Tracking System
CRM
Employment Brand
Job Description (Advertising)
Metrics & Data
Career Website
Mobile Website
Repository of applicant data
System to house and communicate with leads
Creative platform describing EVP
Words in my ad telling what the job does
Information about what sources drive applicants
Online information about working at our company
Mobile-optimized information about working at our company
Tools – People Focus Applicant Tracking System
CRM
Employment Brand
Job Description (Advertising)
Metrics & Data
Career Website
Mobile Website
How do I facilitate the process for both the applicant and the recruiter
How do I build rapport and relationships with leads
How do I communicate who we are, what we promise and who would thrive here
How do I share why someone should want this job at my company
How do I learn and continuously improve our candidate communication
How do I help a potential candidate envision being part of my company and assuage any concerns
How do I share from the career site what a mobile seeker would want encapsulated
Bringing it Down to Advertising: Job Ads
Let’s Set the Stage: Your Prospect
Competition for your prospect’s attention – whether they are an active or passive seeker – is fierce
Sample Job Descriptions
Sample Job Descriptions
What Does This Tell Me That I Don’t Know About
the Job or That Differentiates The
Job
Sample Job Descriptions
“Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of
a road that screams with reassurance that whatever you're doing is OK. You are OK.”
- Don Draper, Mad Men
Advertising Job Description Checklist
Is the title relatively standard in your industry?Is the title descriptive enough?Does the description communicate the job
details in legalese or in common and/or industry terminology?
Is the job ad optimized for search?Do you cover “the basics” in the job description
– will a candidate know what is expected?What does the job ad say that goes beyond “the
basics”?
Case In Point #1
The Company: A staffing company that primarily places temporary / travel healthcare staff
The Challenge: Moderate response to most job advertisements
So What Did We Do?Original Job Ads: All content in a single paragraph, with
the content focused on essential job functionsModified Job Ads: New format very clearly addressing a
potential candidate’s three immediate questions in three clearly marked sections…
Who You Are What The Role Can Offer You Who We Are
Case In Point #1: Results
Results from the first month after the new, “marketing” job descriptions went live, as measured on their job site :
Significantly increased traffic from all sources, including search engines
Almost quadrupled their monthly Clicks to Apply
Doubled their Conversion rate
Case in Point #2
The Company: A large healthcare organizationThe Challenge: Poor conversion rate for Sales roles
So What Did We Do?Original Job Title: “Sales Representative”Updated Job Title: “Healthcare Sales Representative”
Results Immediately almost quadrupled both the conversion rate
and the total applications*Approximately same number of clicks, but “better” clicks
Case Review: Tools Used
What tools did we use?ATSTracking / metrics / dataJob descriptions Job titlesSearch engine optimization
One More Thing…
WARNING!
Don’t Make Assumptions!
Don’t Get Complacent!
Do Your Research!
Beyond the Job Description
Don’t just run through a list of job boards and collateral tools and social media sites when you kick off an advertising effort. Put yourself in the shoes of the candidate – start by knowing who your audience is: Where would you start a job search effort – medium, technology?
What would catch your attention, what would seem credible and why? How would you narrow your search and use your time to identify jobs
of interest? What do you already know about the job, and what do you want to
know about the job or the company from the marketing? What else would you want to know, once the job interests you, and
is that information easy to find? When someone decides they want the job, is it easy to determine next
steps? to sort out how to apply?
Don’t just run through a list of job boards and collateral tools and social media sites when you kick off an advertising effort. Put yourself in the shoes of the candidate – start by knowing who your audience is: Where would you start a job search effort – medium, technology?
What would catch your attention, what would seem credible and why? How would you narrow your search and use your time to identify jobs
of interest? What do you already know about the job, and what do you want to
know about the job or the company from the marketing? What else would you want to know, once the job interests you, and
is that information easy to find? When someone decides they want the job, is it easy to determine next
steps? to sort out how to apply? As often as you can, and for each job type for which you hire,
walk through the job identification, consideration and application process.
Beyond the Job Description
So… Now What?
You have their attention so…
The importance of communicating…
Dark hole…
No response… Timely responses…
The importance of communicating…
Respectful communication at every “step” of their experience…
Positive relationship…
Employer of choice…
Leveraging Technology vs The Human Touch
Let technology help you be more efficient at your job while you make a candidate still feel like a person.
There are at least four times during the recruitment process when a candidate deserves respectful and timely communication.
You need to communicate to:1. Acknowledge their application.2. Tell them that they were/were not selected for an interview.3. Schedule a 2nd interview or you are offering them closure
after their first interview because they were not selected. 4. Extend a job offer or offer them closure.
Use the Candidates Communication Cues
Don’t Hide Behind Technology… Humanize
Technology…what it is and what it isn’t.
Humanize your communication and delivery style.
Be YOURSELF, realistic and honest.
In a nutshell…
