Post on 22-Jan-2015
description
ONESYSTEMS
SOLUTION
COMPLEX
How to Apply Marketing Principles to Your Recruiting Processes
What HR needs to know!
Introduction
Today’s Goal
Research Says…
Biggest HR Challenges
Biggest HR Challenges
Strategy vs. Tactics
Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat
– Sun Tzu
TARGET
DEFININGYOUR
1
Your Open Position
Potential New Hire
What type of person is so suited for your position that the competition is practically irrelevant
Defining your target…
You are a new marketing manager for a soap company… How would you market the product?
Where?
Who?
You are now a marketing manager…
z
Level of Education
Knowledge
Abilities
Skill Level
Interests
Values
Diversity
Job Performance Goals
Geographic Location
Motivators
• Job Security
• Pay
• Advancement
• Professional Development
• Level of passion around a cause
Salary Range
Field
Hobbies
Start Building a “Persona” of your Target
Start Building a “Persona” of your Target
simple complex
Resources that can help
AWARENESSBRAND
2
Where
Does a Brand = a logo?
Does Branding = Advertising
“A Brand is a person’s Gut
Feeling about a Product,
Service, or Organization.”
– Marty Neumeier
http://www.slideshare.net/coolstuff/the-brand-gap
A Brand is not only who you are.
But who you aren’t…
So… your Brand is the sum of EVERYTHING about your organization
Your Brand
Credibility
Quality
Reputation
Awareness
Relevance
Core ValuesImage
Loyalty
Persona
Processes
Value delivered
Where… and how will you present your company in a manner that will resonate with your target?
How will they find out about your opportunity?
Ideas:
Website
Video
Blog
Social Communities
Your Communities
Employee
Referrals
Career Builder / Monster
Universities
Newspapers
Salary Range Job Boards
Skill set / level Job Boards
Geographic area Job Boards
Job fairs
Trade Journals
Billboards
Your existing corporate communications – email, dm, etc.
Contextual PPC advertising
Employee Blogs
Radio
Television
How will they find out about your opportunity?
But…Brand Awareness isn’t enough.
POINTSCONVERSION
4
Where
How
Can you predict conversion performance?
Vs
Can you predict the marketing effectiveness of each one of these Harvard Business Review Ads?
Do You Know Your Conversion Process?
LinkedIn Sales
Community
Job Description /
Landing Page
ResumeSubmission
Interview Offer
EmployeeReferral
Acceptance
Career Builders
15%
8%1%
0.85%
Why conversion is so critical…
Webinar: Making the Most of Our Irrationality - Dan Ariely
“This conversion heuristic is Marketing Experiments’ empirically derived framework that brings structure and clarity to analysis of the conversion process.”
Conversion Heuristic
C = 4m + 3v + 2(i-f) - 2a © Marketing Experiments
Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <http://www.marketingexperiments.com/methodology-marketingexperiments.html>.
Conversion Heuristic Explained
C = 4m + 3v + 2(i-f) - 2a © Marketing Experiments
Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <http://www.marketingexperiments.com/methodology-marketingexperiments.html>.
C = Probability of conversion
M = Motivation of User
V = Clarity of the value proposition
I = Incentive
F = Friction elements of process
A = Anxiety about entering information
The Power of the formula
M = Motivation of User
V = Clarity of the value proposition
I = Incentive
F = Friction elements of the process
A = Anxiety about entering information
*Force of your Value proposition = Appeal + Exclusivity + Credibility
Methodology | MarketingExperiments." Discover Which Marketing Programs Really Work. Web. 22 Mar. 2011. <http://www.marketingexperiments.com/methodology-marketingexperiments.html>.
First Impression of brand?Harvard Business ReviewCirculation: 239,345Cost: $ 40,043
What does accenture do?What action can you take
Phone number?Website?anything?
Why should you take that action?
Example 1
Inside Sales job description
------------, a long-time client of ----------, has tasked us with the expansion of a world-class INSIDE SALES TEAM to represent the -------- to both new and long-standing businesses. This will involve developing rapport and building trust with prospects (C-level executives and business owners), while gradually developing a relationship as you transition them into regular customers.
We are seeking experienced business-to-business inside sales representative looking to be part of ---------- quickly expanding Sales Team.
The ideal candidate must have at least three to five years of phone-base selling experience or collection experience and a steady job history.
Job ResponsibilitiesAs an Inside Sales Representative, you will work out of ------- call center. Specific responsibilities include:
* Meeting or exceeding sales goals,* Developing credibility and building relationships with clients,* Maintaining up-to-date knowledge of product features and benefits,* Guiding customers through the sales process from application to activation,* Providing customers with follow-up communication,* Ability to close.
Inside Sales Job Description
In this early career role, you will have the opportunity to gain access to an amazing long term career opportunity. This role is focused on generating leads for our Public Sector Account Executive team, all while learning the business and proving yourself ready for the next step in your career in sales.
At -----, we have a career path within our sales organization that is unlike other companies in our space. You will have the opportunity to learn and grow quickly, not taking years to get to the next level. Prove yourself and your hard work will result in promotions and higher income potential.
Before you apply, please ask yourself these questions:
1) Am I ready to kick start my sales career in an early career role and prove myself ready for the next step?
2) Am I a self starter who can articulate a value proposition to C level Public Sector prospects comfortably and confidently?
3) Am I passionate about prospecting and have a positive attitude about outbound marketing?
4) Am I willing to learn a new business and leverage my existing sales skills in the tech sector?
Example 2
NURTURING
5
Strategic Framework.
fYou must have processes in place to nurture your potential hires and build Loyalty
What tactics can you employ to Nurture your prospects that resonate and add value to them
BlogTwitter Newsletter
1 on 1 Phone Call Community
Webinar Videos RSS
Facebook LinkedIn Event
What is their motivation?What Value are you providing?
Thank You
CPI has been successfully implementing very sophisticated, mission-critical communication solutions for nearly three decades.
Engineered, Implemented, and support:• 120,000 business professionals in 23 states• 15.6 million feet of structured cabling• United States Department of Defense• Lucas Oil Stadium• Citizens Gas
What CPI Does
Whitepaper
Indiana Farm Bureau InsuranceBy empowering them with the technology to send their service representatives home INFBI:
• Reduced Service Representative turnover by 30%• Increased Service Representative productivity by 10-15%
HeadquartersCommunications Products, Inc.7301 E. 90th Street Suite 111Indianapolis, IN 46256
Communications Products, Inc. (CPI) has been successfully implementing advanced, mission-critical communication solutions for nearly three decades. CPI has engineered, implemented, and now supports the communications of over 120,000 business professionals in 23 states, including the United States Department of Defense and Lucas Oil Stadium (home of the 2012 Super Bowl). CPI has also installed and tested over 15.6 million feet of structured cabling. With a staff of seasoned experts, CPI has the experience to continuously improve the way you communicate.
(800) 999.0197www.CommProd.comblog.commprod.com@CPIcommprod
Thank You
Christopher DellenDirector of Marketing
cdellen@commprod.com317.596.7966 Phone
Connect
LinkedInwww.linkedin.com/in/chrisdellen
Twitterwww.twitter.com/cdellen