Capturing the Digital Candidate | HR Symposium Houston 2014
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© 2014 CareerBuilder© 2014 CareerBuilder
Keith Hadley, Practice Leader, Employer Branding
@keithhadley
HR SYMPOSIUM – HOUSTONMAY 15, 2014
CAPTURING THE DIGITAL CANDIDATEBUILDING COMPETITIVE ADVANTAGE
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© 2014 CareerBuilder
HUMAN CAPITAL IS EXPENSIVE
2 |
U.S. Alone, spent,
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© 2014 CareerBuilder
WARM UP QUIZ
OK – easy one… what’s our current unemployment rate?
• Nation - 6.3%
• TX – 5.5% (17th in nation!)
• IL - 8.4% (49th)
Employment trend in Houston MSP? Growing or shrinking?
Source: BLS Data
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GROWING!
By 10% from 2008 to 2014
Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
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SO WHY DON’T WE ALL MOVE TO HOUSTON?
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WARM UP QUIZ
Top growing occupations (by volume)?
Source: CareerBuilder EMSI/Supply & Demand Portal – 3/13/2014
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TALENT SUPPLY & DEMAND
Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
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FASTEST GROWING INDUSTRIES?
Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
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FASTEST GROWING ROLES WITHIN INDUSTRY?
Source: CareerBuilder EMSI/Supply & Demand Portal – 4/28/2014
Roustabouts, Oil and Gas
Geological and Petroleum Technicians
General and Operations Managers
Petroleum Pump System Operators, Refinery Operators, and Gaugers
Accountants and Auditors
Geoscientists, Except Hydrologists and Geographers
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000
Volume Growth 2008-2014
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WHERE TO SOURCE THEM?
Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
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COMPUTER SYSTEMS ANALYSTS?
Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
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REGISTERED NURSES?
Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014
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Is education keeping up with demand?
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College Market Analyst
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© 2014 CareerBuilder► 15 ◄
ABOUT US…
CareerBuilder’s mission is to empower employment. We are striving to organize all the world’s human capital data and make it meaningful for society.
Predictive Data
Candidate Sourcing
HR Software
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SKILLS GAP?
Cannot find QUALIFIED CANDIDATES
Employers have difficulty filling positions
Source: CareerBuilder and Inavero Candidate Behavior Study 2014
8 in 10
>50%
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TOP 10 MOST DIFFICULT JOBS TO FILL
17 |
SOURCE: Manpower Global Hiring Survey 2013
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COMPETING FOR TOP TALENT(AN EMERGING HR DISCIPLINE)
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THE RECESSION-PROOF CANDIDATE
Investigation of Employers
Research
Networking
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20
SHIFT IN MINDSET
COMPETING FOR TALENT
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THE NEW DIGITAL SEARCH
“Our job, if we’re trying to get closer to our customers, is to be there when they are looking for things about our company”
–Beth Comstock, SVP & CMO of GE
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THE CONSUMER CANDIDATE
search for jobs while at work
different resources are used
on average before applying to a job
Of full-time employed workers are actively looking or open to new job opportunities
Source: CareerBuilder and Inavero Candidate Behavior Study 2013
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© 2014 CareerBuilder► 23 ◄
BRAND MATTERS
of candidates believe employment brand plays a key role in their decision whether or not to apply.
Key components that make a company attractive:
for treating an employee well.
Source: CareerBuilder and Inavero Candidate Behavior Study 2013
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LIVING IN A FRAGMENTED MEDIA ENIVORNMENT
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MEDIA ENVIRONMENT TODAY
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1084
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THE CANDIDATE PROCESS
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Source: CareerBuilder and Inavero Candidate Behavior Study 2013
15%
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TECH/IT CANDIDATE PROCESS
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61%
77%
81%77%
58%15%
73%
Employer is Responsive
Job BoardsCandidate Experience
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CANDIDATES VS. RECRUITERS
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PERCEPTION PERCEPTION
Candidates expand their search to include other
companies.Using Social Media to search
for jobs.
REALITY
Using Social Media sites to search for jobs..
REALITY
Candidates who begin with a specific company in mind, remain loyal to that company and don’t
expand.
RECRUITER PERCEPTION
CANDIDATE REALITYSource: CareerBuilder and Inavero Candidate Behavior Study 2013
18%
89%
PERCEPTION
Used other social media to contact people about job
opportunities at least once.
REALITY
Used other social media to contact people about job
opportunities at least once.
17%
90%
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Source: NBC News
A Whole New Way to Communicate
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BE MOBILE
vs.
30 |
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NO MOBILE? YOU’RE GETTING LAPPED
9 million people
searched for jobs
via mobile in
December 2013
(that’s up from
6 million
in January 2013)
45% of all of CB’s traffic each month comes from mobile devices – even worse, when they encounter a non-mobile friendly apply process, 40% will drop off.
31 |
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THE THREE EXPECTATIONS
Easy Transparent Personal
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HUMAN RESOURCE INVESTMENTS
33 |
Source: CareerBuilder U.S. Jobs Forecast 2014
22%Mobile readiness
Where do companies plan to invest additional resources into their recruitment strategy for 2014?
22%Enhancements to company career site
16%Front office tools
29%Workforce analytics/ Access to data
11%Other
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STRATEGIES FOR BUILDING COMPETITIVE ADVANTAGE
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WHAT METRICS DO YOU USE?
Time to Fill
Quality of Hire Cost per Hire
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THINK LIKE A MARKETER
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HOW MARKETERS APPROACH THIS
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VISUAL STORY
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VISUAL STORY
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WHAT’S YOUR BEST STORY?
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Performs Above – Less Important to Talent Performs Above – Important to Talent
Performs Below – Less Important to Talent Performs Below – Important to Talent
EXTERNAL IMPORTANCE vs. INTERNAL PERFORMANCE
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Compensation
Benefits Work-life balance
AdvancementAppreciation
Financially strong
Challenging work
Training
Reputation
Culture
Ideas impact organization
High-quality products Well-performing industry Embraces diversity
Gives back
Innovator
Environmentally conscious
Factor Importance
Fa
cto
r P
erf
orm
an
ce
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POWERFUL BRAND STORY
BRAND
Authentic
Vision
Unique Attractive
To your employees
From your competitors
To your candidates
Aligned with leaders
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EASY
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CANDIDATE EXPECATIONS TODAY
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EASY
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CAPITALIZE ON INTEREST
ATS (application system) application process
RegisterFill out
personal info
Upload resume
Email verify
Search openings
66-85% of candidates who enter an ATS (application system) do not finish the application process
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TALENT NETWORKS
47 |
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SIMPLIFY THE PROCESS
48 |
What is continuous recruitment?
The process of sourcing and connecting with candidates even if there are no current open positions that suit their interests or abilities.
72% of employers said the strategy reduces time to hire
41% say it reduces cost per hire.
Source: Talent Equation
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BRINGING IT ALL TOGETHER
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Talent Market Insight
Employment Brand(EVP & Design)
Media Strategy:Job BoardsNiche Sites
Natural SearchCampaigns
CampusVideo - MobileSocial Media
Software Experience
Site + Talent Network + ATS
First 3-6 monthsOngoing
Generates candidates flow to…
Capture recruitment performance data
Performance Data:
Feedback Loop. Ongoing brand management of CB Media
and Software Platform
Predictive Data Candidate Sourcing HR Software
MODERN RECRUITMENT ENGINE
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TRUE INNOVATION – MOON SHOTS FOR HR
Data junkie
1-click apply
Live cam
Words or stock photos
Req-less recruiting engine
UX for your recruiters… One login
Talent advisors
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Thanks!
@KeithHadley
careerbuildermedia.com
careerbuilder.com/candidatebehavior
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www.careerbuilder.com/candidatebehavior
► 53 ◄
QUESTIONS? MORE INFO?