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With the rising number of marketing choices facing recruiters, it is a massive challenge to know what works and what doesn’t. Between the myriad of job boards, social networks, talent communities, and niche media outlets, it can make your head spin. And each day something new is being introduced that promises to deliver the best candidates on a silver platter right to your inbox. This webinar is designed to help you design a plan around results and apply those concepts to evaluating media choices. You will learn how to understand a candidate’s decision path and how that path can help you measure your advertising spend to determine if those dollars are working for, or against, you. You will learn to develop a sales-style recruiting funnel as part of developing a measurement framework for your organization. Finally, you will learn how to identify good solutions for your organization and how to build a budget for your recruitment marketing efforts for the coming year.
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Results Driven MarketingBuilding an organization focused on measurable outcomes
Agenda
• What is it and what does it matter?• Determining your KPI• Tracking and refining• Building a budget• Evaluating tools• New ideas and models
Recruiting is about connecting people
to jobs.Not people to ads.
Marketing Paralysis
Social Media
Niche Job BoardsAggregators
Talent Communities
CRM
Matching Services
Review Sites
Search
Results Driven Marketing
• Marketing strategies that are developed with Key Performance Indicators (KPI) in mind
• Tactics that support the strategy• Measurable results that lead to a ROI
RESULTS!yay
Points to ponder
.1%4.3%
CTR on Display
CTR on email
MEANING…
99.9%90+%
Ignore your ad
Ignore your email
DEVELOPING YOUR KPIInsights into getting started
Awareness Consideration Purchase Advocacy & Loyalty
Developing KPI – Understanding P2P*
Consumer Marketing Path to Purchase (P2P)
Awareness Consideration Application Interview Hire Advocacy & Loyalty
Recruitment Marketing Path to Hire (P2H)
P2H Supporting Metrics
Awareness Impressions Clicks CTR
Historically focused hereTrack them but know:
These are Metrics NOT Results
P2H Supporting Metrics
Consideration Hard Leads Soft Leads Cost per Lead
Hard Lead ExampleSomeone who sets up an alert
Soft Lead ExampleSomeone who joins a talent
community OR Follows you on social media
P2H Supporting Metrics
Application Applicant Quality
Cost per Application
Cost per Quality App
Defining Quality is tough, but achievable
Quality and Cost per Quality should be a CORE KPI
P2H Supporting Metrics
Interview Declines Cost of Decline
Cost of NOT choosing
People who decline are costly
Not as costly as NOT choosing
P2H Supporting Metrics
Hire Cost per hire
CORE KPI
Critical to get at this KPI, track and trend over time
P2H Supporting Metrics
Advocacy & Loyalty
Cost per Referral
Lifetime Employee
Value
Toughest to achieve
Productivity measures and cost to replace are good places to start
Create A Funnel
AwarenessTotal media impressions = 200M
Total clicks = 1M
ConsiderationBrand visitors = 200K
Hard leads = 1KSoft leads = 4K
ApplicationsQuality Applicants = 10k
Quality = 30%
Interviews2,000
Hires500
Sample funnel
Analyzing the Funnel
AwarenessTotal media impressions = 200MM
Total clicks = 1M
ConsiderationBrand visitors = 200K
Hard leads = 1KSoft leads = 4K
ApplicationsQuality Applicants =
10kQuality = 30%
Interviews
2,000
Hires500
CTR is impressions/clicksIndustry Average is XOur average is Y
Lead conversionsCost/Lead
Calculate cost per hire
All apps/quality appsCost/quality apps
CTR is impressions/clicksAverage is Y
BUILDING YOUR PLANDelivering against those KPI
Sample Dashboard
Media Source % Quality
Referrals 40%
Aggregator A 32%
Social site A 31%
Job board A 29%
Sourcing tool A 28%
Aggregator B 28%
Job board B 25%
Social site B 22%
Job board C 20%
Sourcing tool B 20%Top 1
0 S
ou
rces
of
Qualit
y
Jan Feb Mar Apr May Jun Jul0
100020003000
Cost per hire
Site Visitors: 100,000
All Apps: 30,000
Quality Apps: 10,000
Interviews
1,000
Hires
300
20%
1%
8%
2%
1%
4,500# of “quality candidates in ATS
Other Useful Dashboard KPI
• Cost per quality application– By role or department
• Top sourcing tools– By role or department
• Engagement by social media source• Increase or decreases in quality ratio– By role or department
Include what is most valuable to your organization
Building a Budget
90% What Works Best
10% What Works Next
Knowing What Works Best
What About What’s Next?
Know the three R’s of trend spotting
Read Research Run
Know your company’s goals for the year &
Evaluating Solutions
Will their solution impact your KPI?Remember:
More ≠ Better
Impressions ≠ Hires
THANK YOUQuestions: Reach out to me on LinkedIn or Twitter!
@tparsons
