The Candidate Journey

Confidential and Proprietary © Glassdoor, Inc. 2008-2016

The Candidate Journey& What Affects Their Decision to Apply


Webinar Tips

• You can connect to audio using your computer’s microphone and speakers.

• Or, you may select call in using the details under the “Quick Start” tab after joining the Webinar.

• All lines will be muted to avoid background noise.• You can ask questions at any time by typing them

into the Q&A Pane. • Use #GDChat and @smashfly to join in the

conversation on Twitter throughout the webinar.


Featured Speakers

Alicia GaribaldiSenior Content Marketing Manager at

[email protected]

@albagaribaldi

Elyse SchmidtContent Strategist at SmashFly

[email protected]@ElyseSchmidt


Agenda

• What Nurture Is—and the Role It Plays in a Recruitment Marketing Strategy

• How to Use Nurture Throughout Each Stage of the Candidate Journey, From Attraction to Application to Hire

• How to Build a More Engaged Talent Network Through Nurture

• Why Candidates Decline Job Offers• Key Examples of How Organizations Use Nurture

Tactics Pre-apply and Post-apply


What Nurture Is—and the Role It Playsin a Recruitment Marketing Strategy


Nurture’s Role in Your Recruitment Marketing Strategy

Recruitment Marketing is every tactic that a talent acquisition team

uses to find, attract, engage and nurture leads to convert them into more qualified applicants to fill jobs now and build a pipeline

for the future:• Employee Referrals• Talent Networks• Job Marketing• Employer Branding• Recruiting Events• Recruiting Analytics• CRM

• Sourcing• Content Marketing• Email Nurturing• Social Recruiting• Mobile recruiting• Career Site• SEO


So Why Does Recruitment Marketing Matter Now?

Candidates demand relevancy, transparency and personalization—

and expect it in every interaction before they even see an application.

Source: 1Glassdoor U.S. Site Survey, October 2014

4 in 5 Glassdoor users are actively looking

for jobs or open to better opportunities1


So Why Does Recruitment Marketing Matter Now?

Not every candidate is ready to apply—in fact,most candidates identify as passive, and an average of

Source: 1SmashFly, 2015

drop off during the application process1

74%Capturing basic information from these interested leads before

they halttheir application process will allow you to engage them in the

future.


Why Have a Talent Network?

Talent Networks Help You to:1.Build a pipeline of interested

leads separate from applicants.2.

Nurture leads with targetedcommunications.3.

Strengthen your candidateprofiles.


Find, Attract, Engage, NURTURE, Convert

3 Important Steps Before Nurture:1.Find and source candidates

with critical skills.2.

Attract candidates through your employer brand.3.

Engage candidates to opt in to communication with

your organization.


Let’s Define Nurture

What is nurture?Communicating to the right candidate with the right message at the right

time. Nurture is what, how and when you will communicate with your talent network to keep candidate leads warm and grow their interest in your organization so they may eventually apply or opt out if they determine they’re not a cultural

fit.

When does nurture start?Nurture starts when a candidate opts in to your talent network or is sourced by

your team and gives you permission to communicate with them during the next several stages of the candidate journey: Consideration, Interest and

Application.


The Candidate Journey

Awareness

Hire

Consideration

Interest

Application

Select

RecruitmentMarketing

Recruiting


What Is the Goal of Nurture?

1. Target and personalize your messaging to interested leads based on information they give you and their actions with your content.

2. Drive leads through the candidate journey, from awareness to application.

3. Find the right candidates for the right opportunity without sourcing from scratch.


How to Use Nurture Throughout EachStage of the Candidate Journey


How Do I Get Leads Into My Talent Network?

Optimal placement can capture bothpassive and active candidates.

• Insert a talent network form in the front-end of the apply

process to give candidates the option for opting in before completing the application

• Promote across different channels and on multiple pages

of your career site• Use call-to-actions elsewhere on your career site to

capture a different audience


Key Example

CH2M’stalent network has more than300,000warm leads worldwide


What Do I Include on the Talent Network Form?

Customized fields can help capture the right datafor more informed decisions.

• At first, ask for a few key fields: name, email and job category

• Send preference emails after they opt in and track results

• Glassdoor offers candidates the option to sign up for targeted job alerts when new positions are posted and employers the opportunity to sign up for alerts when new reviews are left by candidates


Key Example

Eaton’s talent network form captures

1,000 contacts daily


What Do I Send to My Talent Network?

Personalization will drive engagement.

• Understand your target personas• Define “The What”• Understand “The Why”• Research “The How”

• Create a candidate messaging plan for the candidate journey


Key Example


Types of Content You Can Send Your Talent Network

• Targeted Job Alerts• Glassdoor Ratings• Content From Your Marketing

Team• Employee Stories• Industry News Articles

• Newsletters• Webinars• White Papers• Recruiter Emails• Blog Posts


What Can I Automate?

Automation can help drive conversions to apply.

• Using automated email reminders or triggers when a candidate takes a certain action can greatly increase conversions

• Recruitment Marketing Platforms can:• Send automated emails to remind candidates to finish

completing applications• Send targeted job alerts based on candidates’ preferences


Key Example

In 2014, 182 hires out of almost 1,000 candidates that were reminded to complete an application


How to Nurture Your Applicants Into Hires―and Brand Advocates


Treat Every Applicant Like a Potential Customer

Job candidates research companies and job opportunities

online, looking for an inside view and a competitive edge.

Provide a transparent, efficient and organized interview process and remember to close the loop with every

applicant. Don’t go dark!


Provide a Transparent View Into Your Culture

Respond to Glassdoor reviews to build trust in your company in the eyes of job seekers and current

employees alike.

of Glassdoor users say their perception of a company improves after seeing an employer respond to a review1

62%

Source: 1Glassdoor U.S. Site Survey, October 2014


Stay Proactive to Reduce the Number of Declines & Renegs

Among the 30 U.S. employers with the largest percentage ofemployee referrals reported on Glassdoor, on average…

Sources: 1Why Interview Sources Matter in Hiring: Exploring Glassdoor Interviews Data, August 2015; 2Beyond Employees: Employee Referral Programs Redefined, 2015

3 in 4 (75%) of employees would recommend their company to a friend1

Employee referrals account for 32% of new hires2


Check In With Recent Hires

Onboarding is a great opportunity to gather insight that can be used to nurture other applicants.

What you learn can help optimize your hiring recruitment efforts,even minimize buyer’s remorse


Not all job boards are created equal. Brandon Hall Group, for example, determined that when

compared to traditional job boards…

Sources: 1Brandon Hall Group Report, Understanding the Impact of Employer Brand, November 2014; 2Glassdoor Client Case Studies, 2015

Glassdooras a source typically delivers

2x better applicant quality1(as measured by applicant-to-hire ratios) at an average

30% lower cost-per-hire1


Questions?

The Candidate Journey

Recruiting & HR

Transcript of The Candidate Journey