Marketing Fundamentals for HR and Recruiting

THE FUNDAMENTALS OF MARKETING FOR RECRUITING & HR.

Matt CharneyExecutive EditorRecruiting Daily@mattcharney@RecruitingBlogs

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AGENDAWhy HR & Recruiting Pros Should Care About MarketingThe Marketing ProcessMonitoring & Measuring SuccessContent & Engagement Best Practices

WHY YOU SHOULD CARE ABOUT MARKETING

Similar job responsibilities

Externally focused

Common business vision

Concentration on future

MarketerRecruiter

Attract prospects &

convert to clients

Attract candidates & convert to hires

RECRUITING = MARKETING

WHY MARKETING MATTERS IN RECRUITING & HR

Initial Relationship and Customer Status (n=28,478)

Very Positive (+

+)Positive

(+) Neutral Negative (-)

I was a customer of the company using their products/services. 25.20% 29.40% 21.90% 17.00%

I followed the company as a result of thought leadership, or company innovation.

11.90% 9.10% 7.60% 7.40%

I considered myself an advocate for the company or am a current employee of the company.

9.80% 7.60% 6.60% 6.60%

I had friends/family that work for the company. 19.90% 16.60% 17.60% 16.80%

I had no relationship with the company. 33.20% 37.30% 46.30% 52.20%

Source: 2013 Candidate Experience Awards

THE CURRENT STATE OF TALENT BRANDING

$85 Billion estimated annual spend on recruitingnt & retention

$8.9 Billion estimated annual spend on employer branding

3.2% of total corporate revenue spent on employer branding17% of corporate HR departments have added brand

$3,479 average cost per hire for US employers in 2012

$15,000 average cost of voluntary turnover per employee

18% less average salary per worker at companies with strong employer brand

strategies

61% of candidates would accept an offer for less money for the right employer brand; 74% would not accept an offer due to employer brand issues alone.

Source: Techcrunch, TheNextWeb, ExpandedRamblings

1.2Bmonthly active users sharing

4.75Bcontent items daily

243Mmonthly active users sharing

500Mtweets daily

277Mmonthly active users sharing

34Mupdates daily

of time spent on social networks

83%



1.3%1.7%

60% of the online recruiting process happens

before a candidate ever directly contacts an

employer or recruiter - Conference Board

BRAND STRATEGY

www.hrfloridaconference.org

APPLYING INBOUND MARKETING FUNDAMENTALS FOR HR & RECRUITING

Screening & Selection

Sourcing Offer & Onboarding

Retention & Referrals.

Recruiting Methodology

MARKETING PROCESS

MEET INBOUND MARKETING.

Definition: Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.

POP QUIZ!Which of the following do you consider “recruiting content”?

a. Blog Postsb. Job Advertisementsc. Career Sited. Social Media Career Pagese. All of the above

What is recruiting content?a. Blog Postsb. Job Advertisementsc. Career Sited. Social Media Career Pagese. All of the above

Pop Quiz!

POP QUIZ!When you think about great marketing, what makes it great? When it…

a. Surprises me, like a birthday discountb. Knows my struggle and I think “wow I worked on that

yesterday!”c. Sends me videos based on my preferencesd. Pulls at my heart strings. I love a good cry

POP QUIZ!When you think about great recruiting or HR, what makes it great? When it…

a. Surprises me, like a birthday discountb. Knows my struggle and I think “wow I worked on that

yesterday!”c. Sends me videos based on my preferencesd. Pulls at my heart strings. I love a good cry

Applicant Conversion

Talent Pool Generation

Seamless Apply Process

Turn Employees into Talent

Ambassadors


THE HR MARKETING PROCESS

THE BAD NEWS FOR OUR INDUSTRY IS THAT WE PERIODICALLY FORGET THAT PEOPLE ARE NOTORIOUSLY BAD AT TELLING US

THE TRUTH.- STEPHEN NEEDLEPrimary

oEmployee Engagement SurveysoOnboarding Assessments/Exit InterviewsoEmployee Focus Groups/Online Panel ResearchoInternal Collaboration Tools (Sharepoint, Yammer)

SecondaryoOnline Company Reviews (Glassdoor, Vault, Indeed)oAggregate Data by Industry/Function (Published Benchmarks)oThird Party Vendors (Search Firms, External Consultants, Agencies)oSocial Media & Word of Mouth

Market Research for HR

EXAMPLE PERSONA: HUMAN RESOURCES

THE PAYOFF

83% Agree that employer brand has significant impact on

the ability to hire great talent.

– Bersin





Ambassadors


INBOUND MARKETING METHODOLOGY

CASH IS KING

==

We all have motivators.

What gets you AMPT?

Driver #1: Advancement

Driver #2: Money

Driver #3: People

Driver #4: Technology

#1 #2

#3 #4





Ambassadors


INBOUND MARKETING METHODOLOGY

Creating Killer HR & Recruiting Content.

Awareness

Interest

Consideration

Selection

Finalist

Customer

Talent Attraction Funnel

Blogs

White Papers

Online Reviews

PR / Press / Media

Analysts / Publications

Email

SEO

Website

Webinars

Social

Video

Word of Mouth

Forums Infographic

12 touchpoints to make a buying decision

More than half of employers do not use any tool to capture candidates who do not apply, and about 20% are not sure if they do or not.

Base: All Qualified Employers: Total (n=374)Q940 Do you use a lead form or shortened version of your application to capture candidates who do not apply?

Yes23%

No57%

Not sure21%

Social & SEO: Top performing traffic drivers for online lead generation

Traffic

REPURPOSE CONTENT UP TO 4X

The “lead” should be able to glance at your email and, within five seconds,

know the value it provides them.

E-MAIL AUTOMATION





Ambassadors


MARKETING METHODOLOGY

INBOUND MARKETING: THE BUKOWSKI TEST

“Employees are consumers of work. And like all consumers, they have choice.” – Peter Cappelli

APPLICANTS = INBOUND LEADS

Rarely

Sometimes

Always

56%

42%

2%

Frequency Of Not Finishing An Applica-tion

Base: All Qualified Job Seekers (n=316)

Q1152 Have you ever begun an online application and not finished it due to the number of steps / complexity?

Base: All Qualified Job Seekers Who Have Begun And Not Finished An Online Application (n=207)

Q1153 How often do you begin an application and not finish it?

No40%

Yes60%

MORE COMMUNICATION

Job seekers are looking for the personal touch. About 2/3 expect more personalized communication, and about 2/3 also expect to get a call from HR after submission.

Base: All Qualified Job Seekers (n=316)

Q1180 Do you expect more personalized communication?

Q1185 Do you expect a call from a recruiter or hiring manager after submitting your applications?

Yes62%

No38%

Expect More Personalized Commu-nication

Yes67%

No33%

Expect A Call From A Recruiter After Submitting Applications

IMPROVING CANDIDATE EXPERIENCE

Base: All Qualified Job Seekers (n=316) Q1110 What does a good job search / candidate experience mean to you?

The application submission process allows me to highlight to an employer my relevant experience and work history

Open jobs for the company are easy to find

Employers respond with phone calls

The application submission process is quick

I am updated on where I am in the process

I am notified if I am not the correct fit for the position

Employers respond quickly throughout the process

40%

48%

48%

54%

56%

61%

61%

HOW TO MEASURE MARKETING SUCCESS: METRICS THAT MATTER

Beginner:• Unique visits to sites• Time on Site• Unique Visitors

Advanced:• Incremental lift in applications• Referrals• Applicant Lifetime Value

GURU LEVEL MEASUREMENTSentiment Analysis: How passionate are people about your work product? What is market & consumer sentiment about your employer brand?Net Promoter Index: Recruiting doesn’t stop at onboarding. Build promoters, not detractors. Retention + ReferralsShare of Market: P&L impact on business; inbound vs. outbound mix; share of voice (“seat at the table”).

Get Employees InvolvedBrand AmbassadorsEmployee engagement is more than a survey. Take the time to get to know your A-players and what makes them tick.

Brand AdvocatesBe an enabler, not an enforcer. Provide tools, not red tape.

Brand BuildersKnow your business – and what it’s like to be the end user of your HR product

THE BOTTOM LINE• Win on Price Point:

Pay Your People Well (easiest fix)

• Win on Word of Mouth: Treat Your People Well (way tougher)

• Win Share of Voice: Train Your People Effectively (Brand Ambassadors, Policy, Formal &

Informal Learning)

• Win Sentiment Analysis: Make work aspirational.

• Win Brand Equity: Change the perception of HR by changing the way HR gets done.

WIN TRUST. WIN TALENT.

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