Sales & Marketing Secrets for Recruiting by Lever & Hired

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  1. 1. How to Unlock Sales and Marketing Secrets for Recruiting Success Leela Srinivasan, CMO of Lever Kelli Dragovich, SVP of People at Hired
  2. 2. Phone lines are mutedplease use the questions box Tweet out the good stuff! #recruitingsecrets @lever @hired $100 Amazon Gift Card for the most useful tweet Thanks for joining us! #recruitingsecrets @lever @hired Jack Foster Director of Demand Generation Lever
  3. 3. Our featured speaker Kelli Dragovich SVP of People Hired #recruitingsecrets @lever @hired
  4. 4. Our featured speaker Leela Srinivasan Chief Marketing Officer Lever Inc. @leelasrin #recruitingsecrets @lever @hired
  5. 5. Newsflash: Hiring keeps getting harder YoY Change in Talent Acquisition Spending Time to Fill (in Days) Source: Bersin by Deloitte, 2014#recruitingsecrets @lever @hired
  6. 6. To stay competitive, apply the marketing and sales playbook.
  7. 7. The modern recruiter must master sales AND marketing! What We Get From Marketing The face of the brand Great storyteller Data-driven Customer- (candidate) centric mentality Relies on tools and technology What We Get From Sales Build a pipeline Nurture relationships Consultative selling Fair negotiator A closer Strategic to the business
  8. 8. #recruitingsecrets @lever @hired Awareness Consideration Conversion Loyalty Advocacy Your prospect knows who you are Your prospect is actively thinking about choosing you Your prospect becomes a customer! Your customer stays a customer and feels good about it Your customer is out telling the world how great you are The marketing funnel...works pretty well for recruiting
  9. 9. The marketing funnel...works pretty well for recruiting #recruitingsecrets @lever @hired Awareness Consideration Conversion Loyalty Advocacy Your candidate knows who you are Your candidate is actively thinking about choosing you Your candidate becomes an employee! Your employee stays an employee and feels good about it Your employee is out telling the world how great you are
  10. 10. What do you need to get right??? #recruitingsecrets @lever @hired Funnel stage Sales/ marketing Recruiting Awareness Branding Product/ service Consideration Outbound/ inbound Sales experience Conversion References Closing strategy Loyalty Onboarding Relationship investment Advocacy Social referrals Delivery on your promise Channels to evangelize
  11. 11. What do you need to get right??? #recruitingsecrets @lever @hired Funnel stage Sales/ marketing Recruiting Awareness Branding Product/ service Employer Brand Product/ service Consideration Outbound/ inbound Sales experience Sourcing/ apply flow Candidate experience Conversion References Closing strategy 2-way references Closing strategy Loyalty Onboarding Relationship investment Onboarding Relationship investment Advocacy Social referrals Delivery on your promise Channels to evangelize Employee referrals Delivery on your promise Channels to evangelize
  12. 12. Awareness #recruitingsecrets @lever @hired
  13. 13. Have the right people heard of your company? Do they know what youre like as a place to work?
  14. 14. 54% of applicants read company reviews online
  15. 15. vs. Employee connections on LinkedIn beat Company Page followers by a mile at least 45x #recruitingsecrets @lever @hired
  16. 16. Every profile matters! #hiringhacks @lever I don't believe in midnight emails, or failure; every miss is a learning opportunity to get better. I used to think being a woman in tech meant simply accepting and overcoming aggressive workplaces At Lever, I am thrilled to be an integral piece of a diverse, inclusive, engaged, and impassioned team.
  17. 17. Consideration #recruitingsecrets @lever @hired
  18. 18. Personalized messages drive 75% higher response rates First impressions are the most important The first touch matters What do candidates want? Whats the next step in their career? Do they value mission over money? Where do they want to work? (location)
  19. 19. The right message at the right time #recruitingsecrets @lever @hired You can snooze your candidates in Lever
  20. 20. Take a smart approach to engaging your candidates Scenario One: No Response Scenario Two: Bad Timing Try them again (politely) And again (politely) Adjust your call to action Be ready to follow-up when the situation changes (post- bonus or vesting cliff) Keep them on the hook for future roles (requires tight record keeping) #recruitingsecrets @lever @hired
  21. 21. #recruitingsecrets @lever @hired Customer/ candidate experience has never been more important - or transparent Every touchpoint creates an impression. Have you applied to YOUR company recently??? Audit your process. Put more thought and care into your interview design. Its a two-way evaluation. Be timely in your follow up. Timing is everything. If you screw up, the world may well know. Learn from it.
  22. 22. Conversion #recruitingsecrets @lever @hired
  23. 23. Lead with speed 1. Be prepared to SPRINT 2. A quick NO is just as important as a YES 3. Keep the time in between steps as low as possible 4. Dont forget the competition
  24. 24. Make the right offer Know your audience! (Its not all about the money!) What is the biggest factor that drives career success?
  25. 25. Loyalty #recruitingsecrets @lever @hired
  26. 26. The close is just the beginning
  27. 27. Being a great employer starts before day one Get the company excited for their arrival #recruitingsecrets @lever @hired Show them how psyched you are before they show up Give a warm welcome
  28. 28. Advocacy #recruitingsecrets @lever @hired
  29. 29. Encourage sharing and referrals for a double brand halo effect Lever sourcing jam in progress
  30. 30. Make everyone a blogger
  31. 31. But wait! Theres more.
  32. 32. Find the metrics that matter to your business #recruitingsecrets @lever @hired Awareness Consideration Conversion Loyalty Advocacy Engagement surveys % aided and unaided brand awareness # of inquiries & MQLs # of opportunities Win-loss rates NPS Churn rate Online product review ratings CAC LTV # initial screens # onsite % screen: onsite % onsite:offer # verbal offers given # verbal offers accepted % acceptance # hires & time to fill % conversion rate by segment Revenues
  33. 33. Keep up with the technology!
  34. 34. Hired: how we can help Get access to the RIGHT pool of candidates-- (ones that are qualified and looking for their next role) Improve hiring efficiency with a high-speed process + candidate transparency
  35. 35. Lever: how we can help Pull real-time conversion reports to assess and improve your recruiting funnel Create a low-friction apply process and a strong overall candidate experience
  36. 36. Thank you! Questions? The ROI of Enhancing your Candidate Experience Featuring Join our May 5 webinar William Tincup http://lever.co/recruiting-resources #recruitingsecrets @lever @hired Awareness Consideration Conversion Loyalty Advocacy