The 7 Deadly Sins of Recruiting

Kimberley KasperChief Marketing Officer, Jobvite@kimberleykasper

September 4, 2013

Once Upon a Time

#7SinsOfRecruiting

But Today’s Generation of

Jobseekers is Different

#7SinsOfRecruiting

COMPANIES NEED

NEW SKILLS

before

iPhone

mobile applications engineeriphone application developer

social media manager

user experience analyst

android developervirtualization architect

mobile marketing strategistipad game developer

api platform manager

current day

Source: TechNet, The App Economy

JOBS TODAY REQUIRE EDUCATION

Source: Bureau of Labor Statistics

LEARNUNRE

Source: Deloitte Research, UN Population Division (http://esa.un.org/unpp/)

AND IT'S SHRINKING WORLDWIDE1970-

20102010-2050

200%

100%

-50%

50%

150%

0%

DEMOGRAPHICSWorking age

population is shrinking

GENERATIONAL BEHAVIOR

Traditionalist1928 - 1945

Boomer1946 - 1960

Generation X1961 - 1979

Generation Y1980 - 1995IS CHANGING

Source: Manpower

New Tools & Technology Are Changing How You Find Candidates

• Employee Referral Programs

• Social Recruiting Platforms

• Candidate Resource Management

• Big Data & Analytics

#7SinsOfRecruiting

When Everything Changes…

Your job as a recruiter changes, too.

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7 Deadly Sins Recruiters Make Today

1. “I usually find them and forget them”

#7SinsOfRecruiting

Today’s Candidates Require Nurturing

• Just like potential customers

• Provide them with relevant content to keep them engaged

• Automate programs to make it easy for you to keep them warm

#7SinsOfRecruiting

7 Deadly Sins Recruiters Make Today1. “I usually find them and forget them”2. “I’m supposed to track that?”

#7SinsOfRecruiting

Do You Know Where You Find Your Best Candidates?

#7SinsOfRecruiting

How Do You Report Results?

#7SinsOfRecruiting

RECRUITING DELIVERS

Source: Boston Consulting Group, “Realizing the Value of People Management; From Capability to Profitability”, August 2, 2012

40% MORE PROFIT GROWTHTHAN THE NEXT HR FUNCTION

HR Function or Process Profit Growth

Profit Margin

Total Improvemen

t

1.Recruiting 3.5x 2.0x 5.52. On-boarding and retention 2.5x 1.9x 4.4

3. Managing talent 2.2x 1.9x 4.4

4. Employer branding 2.4x 2.1x 4.3

5. Performance management and rewards 2.1x 2.0x 4.1

6. Developing leadership 2.1x 1.8x 3.9

7. Mastering HR process 1.8 1.8 3.6

8. Global people management and global expansion 1.8 1.7 3.5

9. Enchancing employee engagement 1.8 1.6 3.4

10. Providing shared services and outsourcing 1.6 1.7 3.3

Justify the Investment in Recruiting

• Understand the ROI on your recruiting efforts

• Know how much you are spending by channel

• Use the data from your systems to optimize your mix of spending

• Sell the ROI to your management team

#7SinsOfRecruiting

7 Deadly Sins Recruiters Make Today

1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates

today, so why feed the funnel?”

#7SinsOfRecruiting

Think Proactively About Finding Candidates

• Workers won’t flock to you without effort on your part

• Get your name out there even if you aren’t hiring

• Always be branding

#7SinsOfRecruiting

The Best Candidates May Not Be Looking

#7SinsOfRecruiting

Referral Candidates Stay Longer

#7SinsOfRecruiting

7 Deadly Sins Recruiters Make Today

1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates

today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is

fine.”

#7SinsOfRecruiting

How do Potential Candidates View Your Company?

#7SinsOfRecruiting

Leverage Your Social Channels to Help Build Your Employment Brand

#7SinsOfRecruiting

7 Deadly Sins Recruiters Make Today

1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates

today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is

fine.”5. “I’m sticking with my current approach of

scouring the web for resumes. It’s worked before.”

#7SinsOfRecruiting

You Are Missing Potential Candidates

• Your company should be getting close to 50% of your hires from employee referrals

• Referral programs deliver higher candidate quality and less wasted management time

• Well-designed programs produce a higher percentage of candidates that fit the culture

#7SinsOfRecruitingSource: ERE http://www.ere.net/2012/05/07/10-compelling-numbers-that-reveal-the-power-of-employee-referrals/

Go Beyond LinkedIn

• Competition for skilled talent is fierce.

• Leverage your social referral program

• Know the specialized, localized, and up-and-coming social networks

7 Deadly Sins Recruiters Make Today

1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates

today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is

fine.”5. “I’m sticking with my current approach of

scouring the web for resumes. It’s worked before.”

6. “This is basic marketing stuff. I don’t need executive buy-in.”

#7SinsOfRecruiting

RECRUITINGMARKETING

℠

#7SinsOfRecruiting

MARKETING FUNNELDIGITAL

MARKETING AUTOMATIONNext Automatic Event• Send personalized email• Send personalized product

interest info• Send e-newsletter

MULTI-CHANNEL MULTI-MEDIA CAMPAIGNSProvide target personalized direct mail & landing pages

LEAD SCORE: Hot, Warm, Cold

MEASURE, ADJUST, REDOSale

Sales Stages

Prospect Engagement

Lead Nurture

Prospect/Customer Pool“House List” Database

Inquiry/Leads in Funnel

• Send personalized direct mailer

• Send personalized press release

• Send blog link

SALES CRM

#7SinsOfRecruiting

ITS OWN FUNNELRECRUITING NEEDS

Sale

Sales Stages

Prospect Engagement

Lead Nurture

Prospect/Customer Pool“House List” Database

Inquiry/Leads in Funnel

Hire

Candidate Stages

Candidate Engagement

Prospect Nurture

Talent Pool

Inquiry/Prospect

#7SinsOfRecruiting

Technology to AutomateThe Recruiting Funnel?

Are You Using The Right

• Drive employee referrals• Leverage social networks• Hire better candidates

• Powerful web search• Powerful database search• Web page campaigns• Social media campaigns• Email campaigns• Candidate relationship management

• World-class applicant tracking

• Real-time data to support decision-making

RECRUITEDEmployee

Hire

Candidate Stages

Candidate Engagement

Prospect Nurture

Talent Pool

Inquiry/Prospect

#7SinsOfRecruiting

7 Deadly Sins Recruiters Make Today

1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates

today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is

fine.”5. “I’m sticking with my current approach of

scouring the web for resumes. It’s worked before.”

6. “This is basic marketing stuff. I don’t need executive buy-in.”

7. If I build it, they will come.”#7SinsOfRecruiting

This isn’t “Field of Dreams”

#7SinsOfRecruiting

An Amazing Career Site is a Must

#7SinsOfRecruiting

40% of Job Seekers Abandon Your Site Immediately

#7SinsOfRecruiting

6 Clicks Before I Can Upload A Resume

#7SinsOfRecruiting

2 Clicks to Apply

#7SinsOfRecruiting

7 Deadly Sins Recruiters Make Today1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates

today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is

fine.”5. “I’m sticking with my current approach of

scouring the web for resumes. It’s worked before.”

6. “This is basic marketing stuff. I don’t need executive buy-in.”

7. If I build it, they will come.”#7SinsOfRecruiting