Game Changer: Applying marketing mindset to recrutment
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Transcript of Game Changer: Applying marketing mindset to recrutment
Game Changer Applying a Marketing Mindset to recruitment
Let’s understand a bit about you AND
For you to understand a bit about linkedin
Let’s play a game @
Kahoot.it
Agenda
WHY 1. Talent behavior & recruitment have
changed HOW 2. Apply a marketing mindset to recruitment
can help you win the game
WHAT 3. Metrics can measure success
WHY | Talent behavior & recruitment have changed
Our behavior and decision-making process has forever changed
The decision making journey has changed
of the decision process is complete prior to any
interaction with your business
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012
Pieces of content are consumed before
a decision is made
Source: Zero Moment of Truth Study, Google
Marketing a phone is very similar to filling a job vacancy Brand
building
Where the recruitment game is still at today….
Pray
Passive, wait
Change your recruitment game with a marketing mindset
Pray
Passive, wait
Prey
Active, influence with employer brand
Game time @
Kahoot.it
HOW | Applying a marketing mindset to recruitment can help you win the game
The power base has shifted to the candidate Adopt a completely different recruitment mentality
“Why do you want to work for me?”
Company First
“Let me help you understand us”
Candidate First
To put candidate first, apply a marketing mindset to recruitment
“Let me help you understand us”
Candidate First
Keys strategies of ‘Candidate First’ recruitment philosophy
“Let me help you understand us”
Candidate First Be human Describe ‘a day in the life of’
Allow staff to tell their story
Demonstrate the company’s culture
Be helpful “how can we help you make the best decision?”
Be personalized Personalise the organisation’s purpose to different talent segments
Marketing mindset to recruitment 3 simple steps
Step 1: Define your ideal talent
Step 2: Tell them who you are
Step 3: Make it easy for them to get hired
Marketing mindset to recruitment 3 simple steps
Step 1: Define your ideal talent
Step 1 – Define your ideal talent A) Understand who you want
Persona Professional Personal Message
Sales
Title Seniority Experience Skill Location
Goals Interests
How What Who Why When
Title: Software Engineer, Software Developer, System Engineer, Software Architect, Programmer Skills: Java, PHP Location: SG, SF
Career Motivators: Comp & Ben Work/Life Balance Career Path Challenging Work Trending Topics: Cloud Computing (Google/Amazon), Android, Big Data,
How are you leading the industry? What do current engineers think about working at your company? What type of projects would interest them?
Paul the Software Engineer
Step 1 – Define your ideal talent B) Know what they care about
$
Excellent C&B 59%
Culture that fit my personality
40%
Strong career path 37%
Value employee contributions
35%
Work Life
Good work/life balance
54%
What do professionals in Hong Kong want?
Step 1 – Define your ideal talent B) Know what they care about
Leverage big data!
Marketing mindset to recruitment 3 simple steps
Step 2: Tell them who you are
Step 1 Define your ideal talent
Step 2: Tell them who you are A) Know who you are
Benefits
Career Path
Great Colleagues
Work Life Balance
Strategic Vision Culture
Career Progression
Step 2: Tell them who you are B) Match who you are with what they love
Select a few key things you will communicate
Step 2: Tell them who you are C) Craft your stories
HR Marketing / PR / Comms
Employees Senior executives
Step 2: Tell them who you are Good stories - HKBN
Glossary of terms
‘Life-work’ priority
Shortened office working hours from 9-6 to 9-5
Discourage meetings that may run past 5pm and prohibit meetings in the afternoon on early off Fridays
Family care leave
“We want you to either love us or hate us, but don’t feel indifferent towards us.”
Terminate bottom 5% policy
An elite sports team with a strong common desire to win, rather than a family with unconditional love
Step 2: Tell them who you are Good stories – Changi Airport
#FacesofChangi– from front-line staff to management
Step 2: Tell them who you are Good stories – McDonald’s
Fast-food giant in need of digital talent
Step 2: Tell them who you are Good stories – L’Oreal
Style and creativity at the heart of both the company and employer brand
Step 2: Tell them who you are D) Bring your story to the right people
Your resources & time are limited…….. Know who you are REALLY talking to
Marketing mindset to recruitment 3 simple steps
Step 3: Make it easy for them to get hired
Step 2: Tell them who you are
Step 1 Define your ideal talent
Step 3: Make it easy for them to get hired A) Form a talent community
Build your tribe of followers – your prime talent pool
95% Followers are 95% more
likely to respond to an InMail
61% Members are 61% more likely to share information as a result of
following your company
79% 79% of members are interested
in job opportunities from companies they are following
Step 3: Make it easy for them to get hired B) Expand & engage your talent community constantly
Step 3: Make it easy for them to get hired C) Simplify, simplify, simplify
LinkedIn Opportunity
Hours 2 minutes, 2 clicks vs.
Game time @
Kahoot.it
WHAT | metrics to measure success
Why should you care?
Savings in cost per hire is associated with a strong
employer brand
50% Up to
Reduction in employee turnover is associated with a strong employer
brand
28% Up to
Source: Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB
True North Metrics
A coherent consumer & talent branding strategy pays significant dividends
1. LinkedIn & Lippincott 2014, Aligning your consumer brand and your talent brand
Companies that have both a strong employer brand & consumer brand have a 36% higher 5-year value growth rate on average1.
40
How To Measure the outcome of Recruitment Marketing = Employer Brand
Client’s Data
Intangible LinkedIn Data
41
How To Measure the outcome of Recruitment Marketing = Employer Brand
Client’s Data
Intangible LinkedIn Data
Intangible Qualitative Elements
43
How To Measure Employer Branding
Client’s Data
Intangible LinkedIn Data
44
Website traffic
Multiple page views Time on site Job views
Job Applications CV uploads
Brand Awareness
Brand Engagements
Hard Leads
Conversions
Soft Leads Newsletter sign ups Contact us enquiries
Hires
Target Talent Pools
Website Analytics
ATS
45
How To Measure Employer Branding
Client’s Data
Intangible LinkedIn Data
46
2. Aware
3. Changing perceptions
4. Strengthening interest
Talent Brand Index (TBI) Impressions
Content Engagement Job Views Company / Career Page & Employee Profile Views
InMails Accepted Job Applications
1. Unaware
5. Hired!
Brand Awareness
Brand Engagements
Hard Leads
Conversions
Soft Leads Talent Community (Followers)
InPacted Hires
4. Mind made up
Target Talent Pools
How do I measure my success?
Content Effectiveness
Exposure
Engagement
2
Talent Community
1
Size
Quality
Overall employer brand
Reach
Engagement
Comparison
3
Understand your talent community Are they who you want?
A
B
C
D
E
F
G
H
I
Know what content worked What get you more ‘likes’?
Look at how many people see your content, and which types are more interesting to them
Know what content worked What get you more ‘likes’?
A simple change makes a big difference
Let’s be innovative and
change the industry!
Sponsored content to global maritime talent
How do I apply for your job?
I want to work for you!
Real case: measurable result from sponsored content
Know what content worked To know what content works, start posting!
Posting on LinkedIn is as simple as ‘copy and paste’
See where you are standing at How attractive you are, really?
Engagement
Reach YOU
Talent Brand Index
See where you are standing at A closer look into your attractiveness as an employer
Peers Function
Geography
YOU
A strong talent brand Improves recruiting Success
31%
2.5x
28% More likely to stay for more than 6 months
Higher InMail response rate
43% Lower cost per hire
Job applications
When we compare the top third TBI with the bottom third…
Last game time @
Kahoot.it
Tying it all together