Building a Business Case for Recruitment Marketing

1 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM1 WWW.APTITUDERESEARCHPARTNERS.COM @TALKTOARP

Building a Business Case for

Recruitment Marketing

#BuildYourCase

2 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM

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SPEAKERS

Adam Glassman

Recruitment Strategies Manager

Madeline Laurano

Co-Founder & Chief Research Officer

@aglass99 @madtarquin

#BuildYourCase

4 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase

Agenda

• The Current State of Talent Acquisition

• Recognizing the Value of a Recruitment Marketing Platform

• Understanding the Business Impact

• Communicating with Key Stakeholders

• Preparing for Change Management


Key Trends in TA


Note: External spend includes recruiting advertising, technology and services Sources: Bersin by Deloitte, Talent Acquisition Factbook, Aptitude Research

TALENT ACQUISITION

SPEND

~$130B

INTERNAL~$110B

$13B

$9B

ATTRACT

RECRUIT

Growing at 8-10%

Top 3 Talent Acquisition Investments in 2017

RECRUITMENT MARKETINGBuild talent pools, proactively engage and attract applicantsA

TTR

AC

T

BACKGROUND SCREENINGCan include criminal, drug,

employment, education, creditREC

RU

IT

PRE-HIRE ASSESSMENTSIncreasingly automated tools to

match and rank applicantsREC

RU

IT

KEY DRIVERS

▪ Tremendous (and increasing) volume and costs to win war for talent

▪ Candidates demand a better experience and transparency

▪ Regulators are increasingly restricting employers’ ability to make informed decisions

Focus on TA

NEW PAIN POINTS

© 2016, Aptitude Research Partners #BuildYourCase


Attract

• Employer

Branding

• Sourcing

• Recruitment

Marketing

Recruit

• Screen

• Assess

• Interview

Onboard

• Offer

• Onboard

• Engage

New Framework

Source: Aptitude Research Partners 2016, N=271

The Greatest Area of Investment: 70% of

organizations plan to increase their investment


New Priorities

73%

65%62%

56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Consistent CandidateExperience

Pre-Hire Assessments Increase Diversity Efforts Gather Feedback fromCandidates

Source: Aptitude Research Partners. Hire, Engage, Retain Study, 2016. N=271


Attract: Awareness

Attract: Engagement

Recruit: Validation

Recruit: Acceptance

Hire

New Applicant Experience

• Attract

– 70% of candidates research

career sites

– 13% of candidates apply through

a mobile device

– The average company receives

200 resumes a day

• Recruit

– 50-75% of applicants are not

qualified for the jobs they apply

for

• Hire/Onboard

– 78% of candidates say less than

1 week elapsed before their last

interview and the offer

Source: 2016 Candidate Experience Awards Research, The Talent Board


Talent Acquisition Trifecta

Talent Acquisition Trifecta

Recruitment

Marketing

Platform

Applicant

Tracking

System

Onboarding

System

Ecosystem

Employer Branding

Sourcing Interviewing

Assessment

Screening Compliance

AnalyticsJob

Distribution


The Value of a RMP


The New Framework


RMP Options

70% of companies are increasing their investment… what are their options?

• Recruitment Marketing Provider

• ATS with RM capabilities

• Stand-alone CRM

• Disparate sourcing solutions

• Agencies

• Nothing

Confusion in the market around:

• Leading providers

• Price

• Services

• Capabilities


Key Capabilities


RMP Framework


The Business Impact


The Results

+ ATS

↓


RMP Spend


Company Example

For a company marketing 1,000 jobs annually:

Cost savings from disparate and duplicative tools: $150,000

-Job Distribution, Career Site, CRM, Referrals, Events

Cost savings from ineffective job boards, channels and services: $250,000

-Paid Advertising, LinkedIn Licenses, SEO

Spend on Recruitment Marketing Platform: $125,000

Total Savings: $275,000


The Selection Process


Influence Over Decisions

0%

20%

40%

60%

80%

100%

© 2016, Aptitude Research Partners


Internal Questions

• What is the formal process for evaluating business cases and who is involved?

• Is the process the same or different for buying cloud-based / SaaS software?

• Who will be using this technology in our organization?

• Do stakeholders look at projects individually or as a portfolio?

• What is the budget cycle at our organization?

• What resources do we need and what do we have available?

• For the tools and services that we will eliminate, what are the terms of those contracts?

• Who will own this process ?

• Who will be a change champion for the project?

• The buying process or the implementation process?


External Questions

• How financially secure is this provider?

• How many customers and in what industries does this provider support?

• What services does this provider offer?

• What do customers think about this provider?

• What capabilities will help us recruit better?

• What is the delivery model and what is the release schedule for this provider?

• Do we have a dedicated representative?


Key Stakeholders

• HR Leaders

• Talent Acquisition Leaders

• Initiative Hiring Managers

– (Campus, Military, Diversity)

• Recruiters

• Sourcers

• Employer Branding Specialists

• Recruitment Marketers

• Digital and Social Media Specialists

• Data Scientists

• Business Partners

• Marketing

• Candidate Experience Experts

• Subject Matter Experts

• HR IT Managers

• Purchasing Specialists

• Contracts / Legal


Recommendations


Q&A

Adam Glassman

Recruitment Strategies Manager

Madeline Laurano

Co-Founder & Chief Research Officer

@aglass99 @madtarquin

#BuildYourCase


THANK YOUMadeline Laurano

Co-Founder, Chief Research [email protected]

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