Recruitment Marketing Insights 2016

Recruitment Marketing Insights 2016

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RECRUITMENT MARKETING

INSIGHTsThe content and social marketing techniques that

are changing the face of recruitment


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The role of HR has evolved dramatically since the start of the 21st century. Creativity, flexibility and a range of skills traditionally associated with attracting new customers are now crucial in attracting and engaging the right candidates.

The rise of content marketing and the continued growth of social media are changing how today’s companies win the best talent.

We set out to understand who is utilising these techniques, the impact they are having now and the role they will play in the future.

introduction


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We have gathered some useful data to help you:- Secure more budget for recruitment marketing- Discover what techniques and tools are in use across the

industry and how they can work for you- Set clear KPIs and measure them effectively

A large percentage of our respondents agree that recruitment marketing activities:

- Increase brand recognition- Increase the number and quality of applicants- Reduce the time and cost per hire

If you are unsure where to start or what to do next, this report will give you some great ideas about how to proceed.

Why this report is for you


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Recruitment marketing has a positive impact on brand recognition, number and quality of applications as well as reducing time and cost per hire.

IMPACT OF RECRUITMENT MARKETING

What effect has your recent recruitment marketing activity had?

Not

sure

Non

e - N

/A -

we

have

n’t d

one

any

recr

uitm

ent

mar

ketin

g re

cent

ly

Impr

oved

staf

f re

tent

ion

Incr

ease

d br

and

reco

gniti

on

Redu

ced

cost

per

hire

Incr

ease

d th

e di

vers

ity o

f ap

plica

nts

Incr

ease

d th

e nu

mbe

r of

appl

icatio

ns p

er

vaca

ncy

Incr

ease

d th

e qu

ality

of

appl

icant

s

Redu

ced

time

to

fill p

ositi

ons

5%

9%

19%23

%29%

32%41

%

36%

35%


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Regardless of company size or sector, HR professionals agree on the importance of strategy, goals and values.

STRATEGY AND VALUES

Does your company have a well-defined recruitment strategy and goals?

Yes

No

7%

93%

Do you have clear company values?

Yes

No

3%

97%

Do you think everyone in the business you work for knows and understands your company values?

Yes

No

Not sure

62%

19%

20%


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97% have defined company values but 39% aren’t sure if those values are fully understood across the business. Making sure your employees know what the company stands for and why you’re different is an important step in any successful recruitment marketing strategy.


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HR professionals are using candidate personas to find the right employees.

CANDIDATE PERSONAS

Do you ever create candidate personas?

Yes

No

46%

54%

How useful do you typically find candidate personas in helping you reach ideal candidates?

Extremely useful

Quite useful

4%

60%

36%

Not that useful

If you don’t use candidate personas, why not?

We don’t know howWe don’t think they’re very helpfulWe don’t have time

26%53%

21%

3%

Other


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54% create candidate personas, and 96% of those find them to be a useful tool. Effective personas help you to reach the right people with the right messages at the right time, attracting the skills your business needs, achieving the right cultural fit and improving staff retention.


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There are obvious trends in the types of content being used, but HR professionals are experimenting with different approaches.

types of recruitment content

Care

er w

ebsit

e /

micr

osite

63%

Empl

oyee

inte

rvie

ws

/ job

pro

files

55%

Join

us p

age

44%

New

slette

rs

42%

Q&

As

33%

Care

er b

logs

32%

Gui

des

29%

Empl

oyer

br

and

video

s

27%

Vide

o jo

b ad

verti

sem

ents

23%

Jobo

grap

hics

14%

Slid

esha

res

12%

Podc

asts

10%

Which of the following types of recruitment content have you produced?


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Career websites, join us pages and employee interviews are popular options.

EFFECTIVENESS OF CONTENT

Please rate the effectiveness of the following types of recruitment content: N/A

Very ineffectiveSomewhat ineffectiveNeither effective nor ineffective

Somewhat effectiveVery effective

Empl

oyee

in

terv

iew

s /

job

profi

les

Q&

As

Slid

esha

res

Podc

asts

Gui

des

New

slett

ers

Jobo

grap

hics

Vide

o jo

b ad

vert

isem

ents

Empl

oyer

br

and

vide

os

Car

eer b

logs

Join

us

page

Car

eer

web

site

/ m

icro

site

0%

10%

20%

30%

40%

50%


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Social media is widely used for distributing recruitment content, with LinkedIn, Facebook and Twitter proving most popular.

DISTRIBUTING CONTENT VIA SOCIAL MEDIA

Do you have any career/employer brand-specific social channels?

Yes

No

62%

38%

Do you ever use social media to distribute your recruitment content?

Yes - oftenYes - occasionally

20%42%

25%

Yes - we’ve tried this once or twice

13%

No - never

Which social media platforms do you use/have you ever used to distribute your recruitment content?

Face

book

73%

Link

edIn

67%

Twitt

er50

%

Inst

agra

m19

%

Snap

chat

5%


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67% use social channels to distribute careers content and more than 77% plan to continue using it in the future, but only 38% have a dedicated career or employer brand channel. Might it be time to introduce specific recruitment social channels?


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LinkedIn is deemed most effective for distributing recruitment content followed by Facebook.

EFFECTIVENESS OF SOCIAL MEDIA FOR DISTRIBUTING CONTENT

Please rate the effectiveness of these social platforms in distributing your recruitment content:

Snapchat0%

5%

15%

25%

30%

10%

20%

35%

40%

InstagramFacebook TwitterLinkedIn

N/AVery ineffective

Somewhat ineffectiveNeither effective nor ineffective



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HR professionals are experimenting with paid promotion on social media.

USE OF PAID PROMOTION ON SOCIAL MEDIA

Have you ever paid to promote recruitment content on any of your social channels?

Yes

Not yet, but we plan to try it

4%

Not sure

No, and we don’t have plans to

31%

44%21%

Which social platforms have you ever paid to promote content on?

Facebook65

%

LinkedIn

65%

Twitter

33%

Instagram

24%

Snapchat

12%


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LinkedIn and Facebook are deemed most effective for paid promotion of recruitment content.

EFFECTIVENESS OF PAID PROMOTION ON SOCIAL MEDIA

Please rate the effectiveness of your paid content on these social platforms:

SnapchatInstagram

0%5%

15%

25%30%

10%

20%

35%40%

Facebook TwitterLinkedIn

45%

50%

N/AVery ineffective




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USE OF SOCIAL MEDIA FOR COMMUNICATING DIRECTLY WITH CANDIDATES

Do you ever use social media to communicate directly with potential candidates i.e. sending personal messages?

17%

26%

19%

38%

Yes - often

Yes - occasionally

Yes - we’ve tried this once or twice

No - never

Which social media platforms do you use/have you ever used to communicate directly with potential candidates?

Twitt

er45

%

Face

book

79%

Inst

agra

m13

%

Oth

er1%

80%

Link

edIn

Snap

chat

5%


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Please rate the effectiveness of these social platforms in communicating directly with candidates

N/AVery ineffective



EFFECTIVENESS OF SOCIAL MEDIA FOR COMMUNICATING DIRECTLY WITH CANDIDATES

0%

10%

20%

30%

40%

50%

60%

LinkedIn TwitterFacebook Instagram Snapchat


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43% use social media to communicate directly with potential candidates. LinkedIn and Facebook are proving highly effective for that purpose, with Twitter, Instagram and Snapchat all proving viable ways to make direct contact.


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These techniques are here to stay...

THE FUTURE OF SOCIAL MEDIA FOR RECRUITMENT

How successful have you been in finding and attracting candidates via social media?

Fairl

y un

succ

essf

ul8%

I don

’t kn

ow, a

s w

e’re

stru

gglin

g to

mea

sure

it3%

N/A

- w

e ha

ven’

t trie

d it

15%

12%

Very

succ

essf

ul

Very

uns

ucce

ssfu

l3%

Nei

ther

succ

essf

ul

nor u

nsuc

cess

ful

19%

Fairl

y su

cces

sful

42%

Not

sure

Do you plan to continue using social media for recruitment?

Defi

nite

ly no

t2%

Prob

ably

not

5%

16%

May

be37

%

Defi

nite

ly40

%


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HR professionals have mixed views about asking employees to help share recruitment messages.

USE OF EMPLOYEE ADVOCACY

Yes - sometimes

Yes - often

No - but we’re planning to start

No - and we

don’t plan to

Do you ever actively ask your employees to help you share your recruitment marketing messages or content?

9%

26%

24%

42%

Which recruitment/employee engagement platforms have you ever used?

Glassdoor

None - N/A - we’ve never used any

31%

32%

20%

Trap!t

4%

Social Chorus

14%

14%

24%

18%

Bullhorn Reach

Circulate.itDynamic SignalOther


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Industry sectors vary in their approach to involving employees, with healthcare, IT, retail, finance and engineering leading the way.

EMPLOYEE ADVOCACY BY INDUSTRY SECTOR

Yes - often No - and we don’t plan to

No - but we’re planning to startYes - sometimes

Do you ever actively ask your employees to help you share your recruitment marketing messages or content?

Acc

ount

ancy

, ba

nkin

g an

d fin

ance

0%

5%

15%

25%

10%

20%

Busin

ess,

con

sulti

ng

and

man

agem

ent

Cha

rity

and

volu

ntar

y w

ork

Cre

ativ

e ar

ts a

nd d

esig

n

Ener

gy a

nd u

tiliti

es

Engi

neer

ing

and

man

ufac

turin

g

Envi

ronm

ent

and

agric

ultu

re

Hea

lthca

re

Hos

pita

lity

and

even

ts m

anag

emen

t

Info

rmat

ion

rese

arch

an

d an

alys

is

Info

rmat

ion

tech

nolo

gy

Insu

ranc

e an

d pe

nsio

ns

Law

Law

enf

orce

men

t an

d se

curit

y

Leisu

re, s

port

and

tour

ism

Mar

ketin

g,

adve

rtisi

ng a

nd P

R

Med

ia a

nd in

tern

et

Prop

erty

and

co

nstr

uctio

n

Publ

ic s

ervi

ces

and

adm

inist

ratio

n

Reta

il

Sale

s

Scie

nce

and

phar

mac

eutic

als

Teac

hing

and

edu

catio

n

Tran

spor

t and

logi

stic

s

Oth

er s

ecto

r


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HR professionals agree that measurement is important – but it can be challenging to get the right data

MEASURING RECRUITMENT MARKETING

Do you ever measure the success of your recruitment activity?

Yes

No

11%

88%

N/A

1%

Qua

lity

of a

pplic

ants

Leng

th o

f tim

e to

fill

posit

ions

Num

ber o

f app

licat

ions

pe

r vac

ancy

Staf

f ret

entio

n / c

hurn

Dive

rsity

of a

pplic

ants

If you do measure the success of your recruitment activity, what do you measure?

63%

Cost

per

hire

Traf

fic to

you

r car

eer

site

/ joi

n us

pag

e

Enga

gem

ent w

ith

recr

uitm

ent c

onte

nt *

Boun

ce ra

te o

n yo

ur c

aree

r sit

e / j

oin

us p

age

63%

57%

52%

46%

43%

27%

26%

18%

* sha

res,

likes

, ret

wee

ts, e

tc.


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HR professionals agree on the importance of measurement.

MEASURING RECRUITMENT MARKETING

How do you typically measure the success of your recruitment content?

Web traffic / Google AnalyticsContent tagging system / tracking system

18%

32%

Social media listening tools

47%

3%

Other

It’s difficult to get accurate

measurements

We don’t know what to

measure

It takes too much time

We don’t have the right

technology

We’re not interested in measurement

If you don’t measure the success of your recruitment activity, why not?

50%

41%

27%

14%

5%


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88% are measuring success. Of these, 47% rely on Google Analytics, 32% use sophisticated content tagging and tracking systems and a further 18% make use of social media listening tools. If you are not measuring your recruitment marketing activity, this should be the year to start.


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This research was undertaken by HR managers in a range of companies across the UK.

ABOUT THIS RESEARCH

1%8%

23%

24%

16%

28%

10-51

50-249

1-9

450-999

250-499

1000+

Number of employees in company


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Sector breakdown

ABOUT THIS RESEARCH

11%11%

10%

12%

8%

8%

7%

4%

3%2%

4%3%

4%

4%

1%

1%2%

1%1%

1%1%

2% 3% 1%1%1%

Charity and voluntary work

Energy and utilities

Environment and agriculture

Hospitality and events management

Information technology

Law

Leisure, sport and tourism

Media and internet

Accountancy, banking and finance

Retail

Science and pharmaceuticals

Transport and logistics

Business, consulting and management

Creative arts and design

Engineering and manufacturing

Healthcare

Information research and analysis

Public services and administration

Law enforcement and security

Marketing, advertising and PR

Property and construction

Recruitment and HR

Sales

Teaching and education

Other sector

Insurance and pensions


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our last word

Marketing and employer brand matterOur respondents report that recruitment marketing techniques help them improve everything from the volume (40%) and diversity (31%) of candidates to their brand recognition (23%) and employee retention (18%).

Taking this approach also makes it easier for your ideal candidates to find and recognise your company as the place they’d like to work.

It’s worth putting in time, effort and budget to master these techniques and make them even more effective in your business.


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Our research was produced in collaboration with HR transformation

consultancy Veran Performance The research was conducted by OnePoll among

200 HR managers in a range of companies across the UK.

If you have further questions about this study, contact us at [email protected].


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So how can we help tell your story?

We tell stories that engage your audience. We use words, conversations, video and

pictures to tell your story.

We work online, face to face and in print to create compelling content. But really, the medium by which we tell our story doesn’t matter, it’s how

we tell it that makes the difference.

020 3397 4971 - [email protected]

Recruitment Marketing Insights 2016

Recruiting & HR

Transcript of Recruitment Marketing Insights 2016