I:\alan\suffolk university 10 07
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Transcript of I:\alan\suffolk university 10 07
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Trends in Recruitment Marketing
Presented by Alan Lovitz
Success Recruitment Marketing & Communications October 1, 2007
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Agenda
• Introductions• Testing Your Recruitment Aptitude• Metrics & Trends• Research Tools• Employer Branding• Traffic Driving Strategies• Building A Pipeline• Recruitment Cutting Edge
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The Candidate Funnel
4% of the people looking for work
96 % of the people who are currently
working and not actively
looking
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Testing Your Recruitment Aptitude
How do these recruitment platforms rank in terms of where candidates are coming from?
• Agencies• Career Fairs• College Recruiting• Direct Sourcing• Employee Referrals• Internet• Newspapers• Other
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Where Are The Best Candidates Searching?(How do you know you’re getting the top 10%?)
61% of all external hires can be attributed to just 2 channels—referrals by
current employees and the Internet.
[Just 5.5% come from traditional want-ads]
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Testing Your Recruitment Aptitude
Emerging Markets:
1. What % of the U.S Population is non-white today?
2. What is the fastest growing ethnic group in the U.S. today?
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Emerging Markets
Minorities:
The emerging majority in the U.S. population –
By 2050, 47% of the U.S. population is projected to be
made up of so-called minority groups.
Source: U.S. population projections, 2000-2050. U.S. Census Bureau. Accessed online at:www.census.gov/population/www/projections/natsum-T5.html
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Emerging Markets: 2004 Percentage Hispanic in the US
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Media & Lifestyle Survey
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Competitive Website Analysis• Analyze Company’s Career Website Vs. Two Top Competitors• Benchmark Your Career Website Against ‘Best Practices For
Website Development’• Evaluate The ‘Strengths & Weaknesses’ Of Each Of Your
Competitors• Conduct Gap Analysis And Outline Opportunities For Company
To ‘Leap Frog’ To A Position Of Strength Over The Competition• Provide A Written Executive Summary Of Strengths,
Weaknesses & Opportunities, As Well As A Proposal For Recommendations, Pricing And Timelines.
• Analysis Will Be Provided Within 10 Business Days
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Your Brand
www.CompanyCareerSite.com
Internal External
Interactive
Collateral Direct Mail
Radio/TV
ERP PR
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Benefits of Brand Positioning
• If we’re true to the Company’s brand -
or experience - advertising & communications should:
- increase self-selection - increase retention - increase employee referrals
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Ad Campaign “Before”
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Employer Brand Campaign “After”
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Job Board Branding
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Traditional - 3 column ad
Up & Down Google 2 column ad
VS.
Leveraging The Internet ToReduce Size and Cost of Newsprint Ads
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Job-seeker clicks on top
sponsored link/search
result.
The Process
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Leveraging The Internet To Build Your BrandHTML Profile Pages (Flash Animation) www.google.com
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PRINT AD
VANITY URL DRIVES CANDIDATES TO PROFILE PAGE ONLINE
Leveraging The Internet: Vanity URL
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Integrated, Interactive Recruitment
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Email Marketing: “Emerging Markets”
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THE SOLUTION:Develop and Implement a Web-Based Relationship-Marketing Program:• Keep the Company Name in Front of the Candidate• Keep Candidate Apprised of Relevant Company News & Accomplishments• Engage Candidate in Web-Based Activities• Build Candidate Interest Culminating in a Recruitment Event/Overture• Have the ability to track candidate response and source
Pipeline Building Strategy
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eCards
http://www.jobsurveys.com/riverside2.htm
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To View eNewsletter Sample: http://www.jobsurveys.com/Sovnewsletter.htm
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Employee Referral Program
• Effective ERP Can Net 40% of Hires• ERP Platform Options
– Traditional– Web-based
• Micro-site• E-Cards
– Non-Employee Referrals
E-Card To Employee: http://www.sl3group.com/ensr_ecard/
E-Card To Friend: http://www.jobsurveys.com/FedexI.htm
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Visit: http://www.sjtreasurequest.org/
Online Employee Referral Program
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Testing Your Recruitment Aptitude
What item - that every one of us currently has in our
possession - may become one of the hottest new
recruitment platforms?
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Wireless Application Protocol (WAP)Mobile/Text Marketing
• Mobile Skews To Tech Savvy and Younger Audiences• Can Target By Blackberry and By Carrier
VZ Wireless; Older, T-Mobile; Younger
Potential Strategies Include:- Click To Call (Speak to the Recruiter)- Click To Form Fill (Bridge Online to Mobile)- Click To Text (Ongoing Interactions) (Includes Link to WAP site)- Click To Polling (Instantaneous Feedback/Engage Candidates)- Click To Video (Leads To Video or Landing Page/Data Capture
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Search Engine Marketing on Google
• Buy Keywords on Google • Drive Traffic to Sponsored Link;
HTML Profile Page or Micro-site• Capture Passive Talent • By Geographic Area, By Discipline
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Why Blogs?
• Contains Fresher Content - Websites Are Not Updated More Than A Few Times A Year
• Easier To Update And/Or Add New Info Regularly • Fall Higher In The Rankings Than A Website
- Content More Relevant- Additional Blog Search Engines (i.e., Technorati)
• The Client Can Determine Who Has Write-Permission And Approve Content
• Ability to Track Keywords Being Used By Potential Candidate- Therefore More Effective SEO (Search Engine Optimization)
• You Can Easily Pull Relevant Data From Other Relevant Sites