Download - Sales & Marketing Secrets for Recruiting by Lever & Hired

How to Unlock Sales and Marketing Secrets for Recruiting Success

Leela Srinivasan, CMO of LeverKelli Dragovich, SVP of People at Hired

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#recruitingsecrets @lever @hired

Jack FosterDirector of Demand Generation Lever

Our featured speaker

Kelli DragovichSVP of PeopleHired


Our featured speaker

Leela SrinivasanChief Marketing OfficerLever Inc.@leelasrin


Newsflash: Hiring keeps getting harder

YoY Change in Talent Acquisition Spending Time to Fill (in Days)

Source: Bersin by Deloitte, 2014#recruitingsecrets @lever @hired

To stay competitive, apply the marketing and sales playbook.

The modern recruiter must master sales AND marketing!

What We Get From Marketing

The face of the brandGreat storytellerData-drivenCustomer- (candidate) centric mentalityRelies on tools and technology

What We Get From Sales

Build a pipelineNurture relationshipsConsultative sellingFair negotiatorA closer

Strategic to the business


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

The marketing funnel...works pretty well for recruiting


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

What do you need to get right???


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

What do you need to get right???


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

Awareness


Have the right people heard of your company?

Do they know what you’re like as a place to work?

54% of applicants read company reviews online

vs.

Employee connections on LinkedIn beat Company Page followers by a mile

at least 45x#recruitingsecrets @lever @hired

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.”

Consideration


● Personalized messages drive 75% higher response rates

First impressions are the most important

● The first touch matters

● What do candidates want? ○ What’s the next step in their career? ○ Do they value mission over money? ○ Where do they want to work? (location)

The right message at the right time


You can snooze your candidates in Lever

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)



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. It’s 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.

Conversion


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 possible4. Don’t forget the competition

Make the right offer

Know your audience!

(It’s not all about the money!)

What is the biggest factor that drives career success?

Loyalty


The close is just the beginning

Being a great employer starts before day one

Get the company excited for their arrival


Show them how psyched you are before they show up

Give a warm welcome

Advocacy


Encourage sharing and referrals for a ‘double brand halo effect’

Lever sourcing jam in progress

Make everyone a blogger

But wait! There’s more.

Find the metrics that matter to your business


Awareness

Consideration

Conversion

Loyalty

AdvocacyEngagement 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

Keep up with the technology!

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

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

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