Marketing Fundamentals for HR and Recruiting
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Transcript of Marketing Fundamentals for HR and Recruiting
THE FUNDAMENTALS OF MARKETING FOR RECRUITING & HR.
Matt CharneyExecutive EditorRecruiting Daily@mattcharney@RecruitingBlogs
Today’s Presenter
#FWHRMA@mattcharney
@RecruitingBlogs
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AGENDAWhy HR & Recruiting Pros Should Care About MarketingThe Marketing ProcessMonitoring & Measuring SuccessContent & Engagement Best Practices
WHY YOU SHOULD CARE ABOUT MARKETING
Similar job responsibilities
Externally focused
Common business vision
Concentration on future
MarketerRecruiter
Attract prospects &
convert to clients
Attract candidates & convert to hires
RECRUITING = MARKETING
WHY MARKETING MATTERS IN RECRUITING & HR
Initial Relationship and Customer Status (n=28,478)
Very Positive (+
+)Positive
(+) Neutral Negative (-)
I was a customer of the company using their products/services. 25.20% 29.40% 21.90% 17.00%
I followed the company as a result of thought leadership, or company innovation.
11.90% 9.10% 7.60% 7.40%
I considered myself an advocate for the company or am a current employee of the company.
9.80% 7.60% 6.60% 6.60%
I had friends/family that work for the company. 19.90% 16.60% 17.60% 16.80%
I had no relationship with the company. 33.20% 37.30% 46.30% 52.20%
Source: 2013 Candidate Experience Awards
THE CURRENT STATE OF TALENT BRANDING
$85 Billion estimated annual spend on recruitingnt & retention
$8.9 Billion estimated annual spend on employer branding
3.2% of total corporate revenue spent on employer branding17% of corporate HR departments have added brand
$3,479 average cost per hire for US employers in 2012
$15,000 average cost of voluntary turnover per employee
18% less average salary per worker at companies with strong employer brand
strategies
61% of candidates would accept an offer for less money for the right employer brand; 74% would not accept an offer due to employer brand issues alone.
Source: Techcrunch, TheNextWeb, ExpandedRamblings
1.2Bmonthly active users sharing
4.75Bcontent items daily
243Mmonthly active users sharing
500Mtweets daily
277Mmonthly active users sharing
34Mupdates daily
of time spent on social networks
83%
of time spent on social networks
of time spent on social networks
1.3%1.7%
60% of the online recruiting process happens
before a candidate ever directly contacts an
employer or recruiter - Conference Board
BRAND STRATEGY
www.hrfloridaconference.org
APPLYING INBOUND MARKETING FUNDAMENTALS FOR HR & RECRUITING
Screening & Selection
Sourcing Offer & Onboarding
Retention & Referrals.
Recruiting Methodology
MARKETING PROCESS
MEET INBOUND MARKETING.
Definition: Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.
POP QUIZ!Which of the following do you consider “recruiting content”?
a. Blog Postsb. Job Advertisementsc. Career Sited. Social Media Career Pagese. All of the above
What is recruiting content?a. Blog Postsb. Job Advertisementsc. Career Sited. Social Media Career Pagese. All of the above
Pop Quiz!
POP QUIZ!When you think about great marketing, what makes it great? When it…
a. Surprises me, like a birthday discountb. Knows my struggle and I think “wow I worked on that
yesterday!”c. Sends me videos based on my preferencesd. Pulls at my heart strings. I love a good cry
POP QUIZ!When you think about great recruiting or HR, what makes it great? When it…
a. Surprises me, like a birthday discountb. Knows my struggle and I think “wow I worked on that
yesterday!”c. Sends me videos based on my preferencesd. Pulls at my heart strings. I love a good cry
Applicant Conversion
Talent Pool Generation
Seamless Apply Process
Turn Employees into Talent
Ambassadors
Recruiting Methodology
THE HR MARKETING PROCESS
THE BAD NEWS FOR OUR INDUSTRY IS THAT WE PERIODICALLY FORGET THAT PEOPLE ARE NOTORIOUSLY BAD AT TELLING US
THE TRUTH.- STEPHEN NEEDLEPrimary
oEmployee Engagement SurveysoOnboarding Assessments/Exit InterviewsoEmployee Focus Groups/Online Panel ResearchoInternal Collaboration Tools (Sharepoint, Yammer)
SecondaryoOnline Company Reviews (Glassdoor, Vault, Indeed)oAggregate Data by Industry/Function (Published Benchmarks)oThird Party Vendors (Search Firms, External Consultants, Agencies)oSocial Media & Word of Mouth
Market Research for HR
EXAMPLE PERSONA: HUMAN RESOURCES
THE PAYOFF
83% Agree that employer brand has significant impact on
the ability to hire great talent.
– Bersin
Applicant Conversion
Talent Pool Generation
Seamless Apply Process
Turn Employees into Talent
Ambassadors
Recruiting Methodology
INBOUND MARKETING METHODOLOGY
CASH IS KING
==
We all have motivators.
What gets you AMPT?
Driver #1: Advancement
Driver #2: Money
Driver #3: People
Driver #4: Technology
#1 #2
#3 #4
Applicant Conversion
Talent Pool Generation
Seamless Apply Process
Turn Employees into Talent
Ambassadors
Recruiting Methodology
INBOUND MARKETING METHODOLOGY
Creating Killer HR & Recruiting Content.
Awareness
Interest
Consideration
Selection
Finalist
Customer
Talent Attraction Funnel
Blogs
White Papers
Online Reviews
PR / Press / Media
Analysts / Publications
SEO
Website
Webinars
Social
Video
Word of Mouth
Forums Infographic
12 touchpoints to make a buying decision
More than half of employers do not use any tool to capture candidates who do not apply, and about 20% are not sure if they do or not.
Base: All Qualified Employers: Total (n=374)Q940 Do you use a lead form or shortened version of your application to capture candidates who do not apply?
Yes23%
No57%
Not sure21%
Social & SEO: Top performing traffic drivers for online lead generation
Traffic
REPURPOSE CONTENT UP TO 4X
The “lead” should be able to glance at your email and, within five seconds,
know the value it provides them.
E-MAIL AUTOMATION
Applicant Conversion
Talent Pool Generation
Seamless Apply Process
Turn Employees into Talent
Ambassadors
Recruiting Methodology
MARKETING METHODOLOGY
INBOUND MARKETING: THE BUKOWSKI TEST
“Employees are consumers of work. And like all consumers, they have choice.” – Peter Cappelli
APPLICANTS = INBOUND LEADS
Rarely
Sometimes
Always
56%
42%
2%
Frequency Of Not Finishing An Applica-tion
Base: All Qualified Job Seekers (n=316)
Q1152 Have you ever begun an online application and not finished it due to the number of steps / complexity?
Base: All Qualified Job Seekers Who Have Begun And Not Finished An Online Application (n=207)
Q1153 How often do you begin an application and not finish it?
No40%
Yes60%
MORE COMMUNICATION
Job seekers are looking for the personal touch. About 2/3 expect more personalized communication, and about 2/3 also expect to get a call from HR after submission.
Base: All Qualified Job Seekers (n=316)
Q1180 Do you expect more personalized communication?
Q1185 Do you expect a call from a recruiter or hiring manager after submitting your applications?
Yes62%
No38%
Expect More Personalized Commu-nication
Yes67%
No33%
Expect A Call From A Recruiter After Submitting Applications
IMPROVING CANDIDATE EXPERIENCE
Base: All Qualified Job Seekers (n=316) Q1110 What does a good job search / candidate experience mean to you?
The application submission process allows me to highlight to an employer my relevant experience and work history
Open jobs for the company are easy to find
Employers respond with phone calls
The application submission process is quick
I am updated on where I am in the process
I am notified if I am not the correct fit for the position
Employers respond quickly throughout the process
40%
48%
48%
54%
56%
61%
61%
HOW TO MEASURE MARKETING SUCCESS: METRICS THAT MATTER
Beginner:• Unique visits to sites• Time on Site• Unique Visitors
Advanced:• Incremental lift in applications• Referrals• Applicant Lifetime Value
GURU LEVEL MEASUREMENTSentiment Analysis: How passionate are people about your work product? What is market & consumer sentiment about your employer brand?Net Promoter Index: Recruiting doesn’t stop at onboarding. Build promoters, not detractors. Retention + ReferralsShare of Market: P&L impact on business; inbound vs. outbound mix; share of voice (“seat at the table”).
Get Employees InvolvedBrand AmbassadorsEmployee engagement is more than a survey. Take the time to get to know your A-players and what makes them tick.
Brand AdvocatesBe an enabler, not an enforcer. Provide tools, not red tape.
Brand BuildersKnow your business – and what it’s like to be the end user of your HR product
THE BOTTOM LINE• Win on Price Point:
Pay Your People Well (easiest fix)
• Win on Word of Mouth: Treat Your People Well (way tougher)
• Win Share of Voice: Train Your People Effectively (Brand Ambassadors, Policy, Formal &
Informal Learning)
• Win Sentiment Analysis: Make work aspirational.
• Win Brand Equity: Change the perception of HR by changing the way HR gets done.
WIN TRUST. WIN TALENT.
Stay In Touch!
@mattcharney @recruitingblogs
linkedin.com/in/mattcharney
www.recruitingdaily.com www.mattcharney.com
Facebook.com/recruitingblogs