Howtoturnyourcustomer-firstrecruitmentchallengeintoanopportunity
WEBINAR:AttractingTalentinCommunity/HumanSupportServices:
Date: November2017Preparedandpresentedby:
MarkPuncherHeadofEmployerBrandingmark.puncher@employmentoffice.com.au
AurelioTedesco-GueliShortlisting&[email protected]
AlexaLittletonRecruitmentAdvertisingSpecialistalexa.littleton@employmentoffice.com.au
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Format
1. Introduction– Peoplemattermost;whyrecruitingthebestjustgotharder
2. EmployerBranding
3. RecruitmentAdvertising
4. Shortlisting,SelectionandCandidateExperience
5. Finalthought– TimeforTalentPooling
6. Questions
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Introduction
THEREVOLUTIONARYWAYTORECRUIT(Ifonly we’dthoughtofthat.)
“Clients do not come first. Employees come first.If you take care of youremployees, they will take
care of the clients.”
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It’shardertorecruitandyou’resharpeningyourcriteria
Youneedtoretainthebestandshiftmindsetsandbehaviours
There’smorecompetition,moreaggressivetargetingandsomuchgreenergrass
84% of people would consider leaving
their current company if another company with an
excellent reputation offered them a job.
51% of employees are
actively looking for a new opportunity.
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Anewbreedofcandidate?Orjustanewdeal?
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Recruitment has changedShortlist?
Progress?
Offer?
Whodowewant?
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Recruitmentin2017=SalesandMarketingFirstExplore?
Apply?
Attend?
Continue?
Accept?
Commit?
Shortlist?
Progress?
Offer?
WhatdoIwant?
=RecruitmentMarketing
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Candidates are acting like customers. On average, they use 18 different resources when researching a prospective employer.
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Millennials will make up 50% of
the global workforce by
2020. They think about their job
and their employer as anextension of themselves,
and the image of their employer matters.
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Recruitmentmarketingrequiresamasteryof…
Proposition&ValuesStrategyProcess
Systems
RecruitmentAdvertising
Shortlistingand
Selection
CandidateManagement
EmployerBranding
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EmployerBranding
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What’sthe(stereotypical,simplistic)reality?
Hardjob,poorpay,underpinnedbyadesiretohelp.
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Switchfactors?(Quitetransactional)
Thegoalisagoodbalance:Deliveronthetangible and‘direct’andelevateyourbrand,andyouremployeerelationship,beyondthosethings.
Thebiggoal?Advocacy.Thebiggestweapons?Purposeandbelonging.
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What matters most?
A powerful
Employee Value Proposition
which resonates with your target audiences and which is authentic
Identification and understanding of your target audiences
A clear and objective understanding of your employer brand, ideally vs those of your
talent rivals
An Employer Branding Strategy which:
• Underpins your overall recruitment strategy
• Synchs with your campaigns• Can and will be implemented
Optimisationofyourcore,ownedassetsto:• BringyourEVPtolife
(show,nottell);and• drivemeaningful,relevant,
consistentmessaging
OngoingmarketingandcommsacrosschannelstoamplifyyourEVPanddriveuprecruitmentandretentionoutcomes
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EmployerbrandingstrategiesandsupportIfyouaretoconsistentlyattracthigher-calibre peoplewiththerightprofileandmotivationstodriveyouforward,youmustlookstrategicallyathowyouengageyourtargetaudiencesandshapetheirperceptionsofyou.
UNDERSTANDyouraudiencesandyourbrand
ARTICULATEyourunique,authenticproposition
AMPLIFYyourmessagetotherightpeople
LIVEyourEVPandpracticewhatyoupitch
MEASUREyourresults,growyourimpact
1.
2.
3.
4.
5.
Therevolutionarywaytorecruit employmentoffice.com.au
EO’S5STEPSTOGREATEMPLOYERBRANDING
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Understand and Articulate: How to uncover and articulate your EVP
1. Identify and understand your audiences (Profiles really help!)• Who are they? Where are they? • What do they want / need? What matters? • How do they behave? How do they talk?
2. Understand your employer brand among those audiences – how / what they feel about you• Research and engagement – This is key!• Uncover proposition pillars: Key strengths / points of differentiation? Weaknesses?
What’s the angle / experience?• Execution SWOT: What are your opportunities and threats based on your
audiences and the competition? How can you bring this to life?
3. Formalise and articulate your EVP – Clearly state your offer, bring it to life and back it up • Start with an internal framework, then build out
Then start thinking about how you show it…
What has changed?
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Amplify: Bring your talent offer to life and take it to the right people
1. Always be recruiting – engage engage engage 2. Have a clear, actionable plan (no matter how basic)3. Content is king, People are the empire!4. Stories matter most 5. Measure!
OurNHCpeoplestorieshavetransformedsocialandonsiteengagementwithcareerscontent.ThisfeaturestoryonZibeon Fieldingearnedanorganicfacebookreachof13,610people (despiteNHChavingadirectfollowingofonly1500people),310likes/loves,49
commentsand36shares
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RecruitmentAdvertising
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Theartofsuccessfulcandidateattraction
Anyonecanwritecopyandpostjobsonline,right?Wrong!Thereare2criticalcomponentstosuccessfulcandidateattraction:1. Kick-asscopy2. Atargetedadvertisingstrategy
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Sowhatis‘Kick-assCopy’?
Whenreviewingyourcopyremember:
• Whoisyourtargetaudience?• Whenwasthiswritten?Isitstillrelevant?• DoesitreferenceyourEVP?Ifnot,whynot?• Isittransparent?
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TargetedAdvertisingStrategy
Whendeterminingthebestadvertisingstrategy,considerbothactiveand passive attractiontechniques– comprehensivecampaignsarekey!
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Passivecandidateattraction
Somethingtoconsider….
Wheredoesyouridealcandidatesitwithinthecurrentmarket?
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Passivecandidateattraction-Whyisthisimportant?
Asthecompetitionfortalentcontinuestoheatup,employersarerequiredtotakemoreactioninordertoattractthebesttalent.
• Candidatedrivenmarket• Shiftinbalanceoftimespentonrecruitmentfromscreeningapplicationsfromactivejobseekerstohuntingfirstratetalentinpassivecandidatepools
• Notcurrentlyheadhunting?Restassuredyourcompetitorsare.
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Activecandidateattraction
WhatelsecanyoudotogetbetterROIonyouradvertisingspend?
• Investinjobadtemplatesand/orskins• Embedvideosand/orimageryinyourads• Worksmarternotharder• Useyournetworks
Andfinally… rememberthatyoushouldalwaysberecruiting.
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In summary…
Candidateattractionishard.Attractingtherightpeopleforyourorganisationandwhatyouaretryingtoachieveisharder.
Setyourselfupforfuturesuccessbyensuringyou:
• Knowyourtargetaudienceandwhattheywant.• Alwaysberecruiting.• Makeyourcopysing.• Betransparentaboutthegoodandthebad.• Haveacomprehensiveadvertisingstrategythatreachesactiveand passive
candidates
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Shortlisting,SelectionandCandidateExperience
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Whoistheperfectcandidate?
ArticulatethisOutwardandInward
Behaviours
Adaptability
Flexibility
RelationshipDevelopment
MakeOrBreaks
Experience
Qualifications
Availability
StakeholderBuy-in
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UseYourTools
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Behavioural Interviewing• Targetyourquestionsawayfromexperienceandtowardsdesiredbehaviours.
• Askforreallifeexamples.• Screenfortherightperson,notthebestlookingoneonpaper.
VideoInterviews• Highlightcandidatepersonalpresentation,
bodylanguageandothernon-verbalclues.• Effectivelyengageyourcandidates.• Ruleouttheobviousunsuitables in
minutes.
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RecruitmentTools
EffectiveRecruitmentSoftware• Managehighvolumesofcandidatesefficiently.• Communicatewithcandidatesmoreefficiently.• Provideastrongercandidateexperience.
GroupAssessmentDays• RecruitinBulk.• Seefirst-handCandidateBehaviour.
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CandidateCare
• PainlessApplicationProcess.
• ClearlyCommunicatedTimeframes.
• EveryCandidateGetsanOutcome.
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Finalthought– TimeforTalentPooling?(Definitely)
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Talentpooling
• Nolongeranicetohave– averypowerfultool,ifyoudoitright
• Buildapooloffutureapplicants:• pastapplicantsandemployees!• EOIs
• Nurture! Developbrandappreciationandawarenesssothatyouhaveareadypoolofcandidateswhoareinterested/excitedtoworkwithyou
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Questions
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