Trends in Recruitment Marketing

Presented by Alan LovitzOctober 2009

Agenda

• Introductions• Testing Your Recruitment Aptitude• Metrics & Trends• Research Tools• Employer Branding• Traffic Driving Strategies• Building A Pipeline• Recruitment Cutting Edge

The Candidate Funnel

4% of the people looking for work

96 % of the people who are currently

working and not actively

looking

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

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]

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?

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

Emerging Markets: 2004 Percentage Hispanic in the US

Media & Lifestyle Survey

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

Your Brand

www.CompanyCareerSite.com

Internal External

Interactive

Collateral Direct Mail

Radio/TV

Print

ERP PR

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

Ad Campaign “Before”

Employer Brand Campaign “After”

Job Board Branding

Traditional - 3 column ad

Up & Down Google 2 column ad

VS.

Leveraging The Internet ToReduce Size and Cost of Newsprint Ads

Job-seeker clicks on top

sponsored link/search

result.

The Process

Leveraging The Internet To Build Your BrandHTML Profile Pages (Flash Animation) www.google.com

PRINT AD

VANITY URL DRIVES CANDIDATES TO PROFILE PAGE ONLINE

Leveraging The Internet: Vanity URL

Integrated, Interactive Recruitment

Email Marketing: “Emerging Markets”

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

eCards

http://www.jobsurveys.com/riverside2.htm

To View eNewsletter Sample: http://www.jobsurveys.com/Sovnewsletter.htm

Employee Referral Program

• Effective ERP Can Net 40% of Hires• ERP Platform Options

– Traditional– Web-based

• Micro-site• E-Cards

– Non-Employee Referrals

Online Employee Referral Program

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?

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

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

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

Questions?

Please feel free to contact me!Alan Lovitz

lovitza58@gmail.com