Howtoturnyourcustomer-firstrecruitmentchallengeintoanopportunity

WEBINAR:AttractingTalentinCommunity/HumanSupportServices:

Date: November2017Preparedandpresentedby:

MarkPuncherHeadofEmployerBrandingmark.puncher@employmentoffice.com.au

AurelioTedesco-GueliShortlisting&SelectionSpecialistaurelio@employmentoffice.com.au

AlexaLittletonRecruitmentAdvertisingSpecialistalexa.littleton@employmentoffice.com.au

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Format

1. Introduction– Peoplemattermost;whyrecruitingthebestjustgotharder

2. EmployerBranding

3. RecruitmentAdvertising

4. Shortlisting,SelectionandCandidateExperience

5. Finalthought– TimeforTalentPooling

6. Questions

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Introduction

THEREVOLUTIONARYWAYTORECRUIT(Ifonly we’dthoughtofthat.)

“Clients do not come first. Employees come first.If you take care of youremployees, they will take

care of the clients.”

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It’shardertorecruitandyou’resharpeningyourcriteria

Youneedtoretainthebestandshiftmindsetsandbehaviours

There’smorecompetition,moreaggressivetargetingandsomuchgreenergrass

84% of people would consider leaving

their current company if another company with an

excellent reputation offered them a job.

51% of employees are

actively looking for a new opportunity.

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Anewbreedofcandidate?Orjustanewdeal?

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Recruitment has changedShortlist?

Progress?

Offer?

Whodowewant?

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Recruitmentin2017=SalesandMarketingFirstExplore?

Apply?

Attend?

Continue?

Accept?

Commit?

Shortlist?

Progress?

Offer?

WhatdoIwant?

=RecruitmentMarketing

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Candidates are acting like customers. On average, they use 18 different resources when researching a prospective employer.

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Millennials will make up 50% of

the global workforce by

2020. They think about their job

and their employer as anextension of themselves,

and the image of their employer matters.

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Recruitmentmarketingrequiresamasteryof…

Proposition&ValuesStrategyProcess

Systems

RecruitmentAdvertising

Shortlistingand

Selection

CandidateManagement

EmployerBranding

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EmployerBranding

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What’sthe(stereotypical,simplistic)reality?

Hardjob,poorpay,underpinnedbyadesiretohelp.

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Switchfactors?(Quitetransactional)

Thegoalisagoodbalance:Deliveronthetangible and‘direct’andelevateyourbrand,andyouremployeerelationship,beyondthosethings.

Thebiggoal?Advocacy.Thebiggestweapons?Purposeandbelonging.

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What matters most?

A powerful

Employee Value Proposition

which resonates with your target audiences and which is authentic

Identification and understanding of your target audiences

A clear and objective understanding of your employer brand, ideally vs those of your

talent rivals

An Employer Branding Strategy which:

• Underpins your overall recruitment strategy

• Synchs with your campaigns• Can and will be implemented

Optimisationofyourcore,ownedassetsto:• BringyourEVPtolife

(show,nottell);and• drivemeaningful,relevant,

consistentmessaging

OngoingmarketingandcommsacrosschannelstoamplifyyourEVPanddriveuprecruitmentandretentionoutcomes

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EmployerbrandingstrategiesandsupportIfyouaretoconsistentlyattracthigher-calibre peoplewiththerightprofileandmotivationstodriveyouforward,youmustlookstrategicallyathowyouengageyourtargetaudiencesandshapetheirperceptionsofyou.

UNDERSTANDyouraudiencesandyourbrand

ARTICULATEyourunique,authenticproposition

AMPLIFYyourmessagetotherightpeople

LIVEyourEVPandpracticewhatyoupitch

MEASUREyourresults,growyourimpact

1.

2.

3.

4.

5.

Therevolutionarywaytorecruit employmentoffice.com.au

EO’S5STEPSTOGREATEMPLOYERBRANDING

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Understand and Articulate: How to uncover and articulate your EVP

1. Identify and understand your audiences (Profiles really help!)• Who are they? Where are they? • What do they want / need? What matters? • How do they behave? How do they talk?

2. Understand your employer brand among those audiences – how / what they feel about you• Research and engagement – This is key!• Uncover proposition pillars: Key strengths / points of differentiation? Weaknesses?

What’s the angle / experience?• Execution SWOT: What are your opportunities and threats based on your

audiences and the competition? How can you bring this to life?

3. Formalise and articulate your EVP – Clearly state your offer, bring it to life and back it up • Start with an internal framework, then build out

Then start thinking about how you show it…

What has changed?

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Amplify: Bring your talent offer to life and take it to the right people

1. Always be recruiting – engage engage engage 2. Have a clear, actionable plan (no matter how basic)3. Content is king, People are the empire!4. Stories matter most 5. Measure!

OurNHCpeoplestorieshavetransformedsocialandonsiteengagementwithcareerscontent.ThisfeaturestoryonZibeon Fieldingearnedanorganicfacebookreachof13,610people (despiteNHChavingadirectfollowingofonly1500people),310likes/loves,49

commentsand36shares

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RecruitmentAdvertising

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Theartofsuccessfulcandidateattraction

Anyonecanwritecopyandpostjobsonline,right?Wrong!Thereare2criticalcomponentstosuccessfulcandidateattraction:1. Kick-asscopy2. Atargetedadvertisingstrategy

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Sowhatis‘Kick-assCopy’?

Whenreviewingyourcopyremember:

• Whoisyourtargetaudience?• Whenwasthiswritten?Isitstillrelevant?• DoesitreferenceyourEVP?Ifnot,whynot?• Isittransparent?

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TargetedAdvertisingStrategy

Whendeterminingthebestadvertisingstrategy,considerbothactiveand passive attractiontechniques– comprehensivecampaignsarekey!

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Passivecandidateattraction

Somethingtoconsider….

Wheredoesyouridealcandidatesitwithinthecurrentmarket?

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Passivecandidateattraction-Whyisthisimportant?

Asthecompetitionfortalentcontinuestoheatup,employersarerequiredtotakemoreactioninordertoattractthebesttalent.

• Candidatedrivenmarket• Shiftinbalanceoftimespentonrecruitmentfromscreeningapplicationsfromactivejobseekerstohuntingfirstratetalentinpassivecandidatepools

• Notcurrentlyheadhunting?Restassuredyourcompetitorsare.

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Activecandidateattraction

WhatelsecanyoudotogetbetterROIonyouradvertisingspend?

• Investinjobadtemplatesand/orskins• Embedvideosand/orimageryinyourads• Worksmarternotharder• Useyournetworks

Andfinally… rememberthatyoushouldalwaysberecruiting.

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In summary…

Candidateattractionishard.Attractingtherightpeopleforyourorganisationandwhatyouaretryingtoachieveisharder.

Setyourselfupforfuturesuccessbyensuringyou:

• Knowyourtargetaudienceandwhattheywant.• Alwaysberecruiting.• Makeyourcopysing.• Betransparentaboutthegoodandthebad.• Haveacomprehensiveadvertisingstrategythatreachesactiveand passive

candidates

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Shortlisting,SelectionandCandidateExperience

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Whoistheperfectcandidate?

ArticulatethisOutwardandInward

Behaviours

Adaptability

Flexibility

RelationshipDevelopment

MakeOrBreaks

Experience

Qualifications

Availability

StakeholderBuy-in

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UseYourTools

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Behavioural Interviewing• Targetyourquestionsawayfromexperienceandtowardsdesiredbehaviours.

• Askforreallifeexamples.• Screenfortherightperson,notthebestlookingoneonpaper.

VideoInterviews• Highlightcandidatepersonalpresentation,

bodylanguageandothernon-verbalclues.• Effectivelyengageyourcandidates.• Ruleouttheobviousunsuitables in

minutes.

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RecruitmentTools

EffectiveRecruitmentSoftware• Managehighvolumesofcandidatesefficiently.• Communicatewithcandidatesmoreefficiently.• Provideastrongercandidateexperience.

GroupAssessmentDays• RecruitinBulk.• Seefirst-handCandidateBehaviour.

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CandidateCare

• PainlessApplicationProcess.

• ClearlyCommunicatedTimeframes.

• EveryCandidateGetsanOutcome.

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Finalthought– TimeforTalentPooling?(Definitely)

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Talentpooling

• Nolongeranicetohave– averypowerfultool,ifyoudoitright

• Buildapooloffutureapplicants:• pastapplicantsandemployees!• EOIs

• Nurture! Developbrandappreciationandawarenesssothatyouhaveareadypoolofcandidateswhoareinterested/excitedtoworkwithyou

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Questions