Branding Every Touchpoint: Bringing Your Culture to Your Candidates
Transcript of Branding Every Touchpoint: Bringing Your Culture to Your Candidates
Carmen BryantStrategist, Employer InsightsIndeed
Janice ChungSenior Client Director/Media Strategist
JWT INSIDE
#1 job site
in the world
180M global visitors
each month
#1 mobile app in
20+ countries
The first job search engine
Unspecified Job Board
CareerBuilder
Craigslist
Monster
SimplyHired
Glassdoor
Kijiji
SnagAJob
More people are hired here than anywhere else
Source: SilkRoad
Job Search Engines
vs.
Boards External
Online Hires
1% 1%1%
2%
2%
4%
5%
10%
10%
54%
Culture is communicated through Employer Branding
Employer Value PropositionPersona DevelopmentMessage DevelopmentMessaging ArchitectureCreative Expression
If the candidate is already searching for a job on my site, they are interested in my
company/opportunity. I’ve already got them, so I need to just tell them about the job, nothing
fancy needed.
It’s a great way to filter out candidates who don’t know what they are doing – if they are intimidated by a job posting, I
don’t need them anyway.
I need to tell the candidate everything about this job –
otherwise, I will get unqualified candidates.
Candidates don’t really take the time to read long job descriptions, they just skip to the
qualifications needed section. Let’s just give them the minimum information needed.
How much time are candidates really spending with your job content?
49.7 secondsbefore they decide the position is a poor fit
76.7 secondsif the job matches their skills/interest
Source: www.theladders.com/career-newsletters/how-we-really-read-job-ads
Agenda
Jan 20 – Feb 19 Feb 20 – Mar 19 % Change
Clicks 812 1,106 36%
Impressions 195,812 177,543 -9%
Click-thru Rate 0.4% 0.6% 50%
Cost $939.93 $904.03 -4%
Applications 88 170 93%
Conversion Rate 10.8% 15.4% 42%
Case Study: Payment Processing Company
Agenda
Candidates self-selected and were more qualified
Include critical requirements for your job
Marketing Research Analyst or Statistician
Marketing Research Analyst or Statistician
(MBA & SPSS knowledge required)
New title delivered fewer total clicks and applies
Science and the future of recruiting
We’re looking for thoughtful, well-rounded front-end engineers to
join our team. If you’re the right one for us, you love the Web,
take great pride in your work, think of coding as more than just a
job, and have a few great projects to show off. You can take a
concept and transform it into an awesome Web-based
experience with your own technical and UI/UX expertise.
Write great job descriptions that draw talent
and perform well in search
Spotify job posting
Science and the future of recruiting
We’re looking for thoughtful, well-rounded front-end engineers
to join our team. If you’re the right one for us, you love the Web,
take great pride in your work, think of coding as more than
just a job, and have a few great projects to show off. You cantake a concept and transform it into an awesome Web-based
experience with your own technical and UI/UX expertise.
Write great job descriptions that draw talent
and perform well in search
Spotify job posting
Science and the future of recruiting
We’re looking for thoughtful, well-rounded front-end engineers
to join our team. If you’re the right one for us, you love the Web,
take great pride in your work, think of coding as more than just a
job, and have a few great projects to show off. You can take a
concept and transform it into an awesome Web-based
experience with your own technical and UI/UX expertise.
Write great job descriptions that draw
talent and perform well in search
Spotify job posting
Use job descriptions to attract
the right talent audience
“The Communications team manages the voice of Airbnb. We’re a small
team of ex-political operatives and former Olympic athletes that deploys to
locations around the globe - whether it’s broadcast interviews in Berlin or a
speech in San Francisco, we’re there. We’re quick on our feet, whether it’s in
a briefing or on the dance floor, and we’re never first to leave the party.”
Job title Location Organic clicks Sponsored clicks
Marketing Coordinator III New York 24 55
Marketing Event Coordinator New York 86 599
110
654
0
150
300
450
600
750
Organic Clicks Sponsored Clicks
Testing job titles and descriptions
How does your job content impact
applications and hires?
What data do you use to plan
and measure campaigns?
What methods of promoting jobs
work best?
What quality indicators are
you tracking?
Measuring performance