Post on 21-Jan-2018
Sourcing Lab11:15 am - 12:15pm
Chris HavrillaSr. Director, Recruitment Technology & Analytics
Jon BryantCo-Founder & Chief Strategy Officer
Engaging Top Talent(Improving Outreach, Response Rates, & Engagement)
Based on the presentations and hallway conversations… the battlefield in the war for talent is shifting
And we have reached a tipping point.
What we’ll cover today…
• Why small is the new big in the initial candidate experience
• Why top candidates ignore your outreach• Do you really want to reach to all of those candidate• Specific tools and techniques designed to increase
response rates• The dramatic increase in productivity that comes from
improving your outreach, response rates & engagement
Historically our industry has
focused on sourcing tools,
techniques, and channels to
find MORE and MORE
candidates
FINDING
more candidates
that we would like to talk with
is no longer our greatest
sourcing challenge
The metric that really matters
is not the BIG number of people we find who
we would like to talk with…
The important number is
The smaller group of top candidates that
are willing to talk with us
When you think about it, it is actually useless
to FIND or ATTRACTtalent unless you can
ENGAGE them
SMALLis the new
BIG
Improvements in our engagement and response rates can significantly•improve submit to offer ratios
•reduce time-to-fill•lower cost-per-hire
•improve quality-of-hire
Today, we’ll talk about
How to cut through the clutter to gain the attention
of top talent in order to ENGAGE
in a career discussion
• Attention has become a scarce resource• Often, 75-90% of emails, voice mails, and
InMails receive no reply.
• 20% responded to the InMails• 80% ignored the InMails
The most common phrase entered into a candidate
CRM or Tracking spreadsheet…
“Left message, no response”
I don’t believe there is a
Shortage of Talent
I believe there is a
Shortage of ENGAGED Talent
“”ENGAGED TALENT”
People who will respond to our outreach and enter into a career
discussion
• Gain Attention• Earn Trust• Build Relationships• Grow Sustainable Talent
Pipelines
Competitive advantage comes from creating a remarkable
Initial Candidate Experience
The question we
will work on today is…
How can you improve the Initial Candidate Experience in order to
double,triple, or
quadruplethe number of top candidates who engage
But first,
Why do candidates
ignore recruiters?
There are
Two big reasons
Bad experience with recruiters
Too often,
We treat “relationships” with
candidates like
a Kodak Disposable Camera
Good for one-time use
then…
We just reach out when they can help
us.
We don’t nurture relation-
ships with candidates
Too often (recruiters)…
In effect,
we push the rock up the hillfor each search
Our message does not stand
out
Our message does not stand
out
Be REMARKABLE
Seth Godin
Author of 12 Best Sellers
Author of 12 Best Sellers
A PURPLE COW is remarkable
If indeed,
How do we go from the
BIG number of people who we find in our search…
To the smaller number of people who we should really
pursue
FIRST You must own
who you are as an organization• Environment
• Culture• Values
• Structure
…AND
You must own the profile
who you need and WHY
what will appeal to right
person and WHY
…BECAUSE
You must understand fit
To understand who to engage
To understand how to engage
Work SMART not hard
OK, so how can you improve response & engagement?
1) Think like a marketer2) Systematic campaigns3) Innovative outreach
OK, so how can you improve response & engagement?
1) Think like a marketer2) Systematic campaigns3) Innovative outreach
Let’s start with Email Subject Lines
Think like a marketer
Think like a marketer
“The most important genre of writing to masteris the email subject line.”
Brad Berens – Executive Editor iMEDIACONNECTIONS
Think like a marketer
How long does it take you to review a resume
and determine YES/NO/MAYBE?
Think like a marketer
Think like a marketer
With email,Keep/Delete decisions
are made in split-seconds
Think like a marketer
“The first day you test different subject lines and see the results,
you’ll never be complacent again.”
“When you see how much moneyyou have left on the table, you’ll
start to take subject lines seriously.”
Nick Usborne author of “Net Words”
Think like a marketer
Opportunities
Think like a marketer
Think like a marketer
Think like a marketer
Subject line rules of thumb…
1) Be unique2) Focus on the reader3) Be concise. No more than
50-55 characters.4) Include a number5) Immediate benefit6) Ask a question7) Use “you” or “your”
Think like a marketer
My top subject line is…
“You have an impressive background”
Think like a marketer
Email Content
Think like a marketer
Email Content
1) Short and concise2) Front load – put most
important information at the beginning
3) Have a call to action4) Include your full signature in
every email (Re: and Fw:)5) Use upper & lower case for
your “From” name
Think like a marketer
When should you send email for best
results
Think like a marketer
When to send for best results*…
• Stay away from early mornings•Avoid Mon, Tues following a long
weekend, and late in the day before a holiday•Pay attention to time zones.•Think about when you receive
most emails (avoid those times)
(*balance against urgency)
OK, so how can you improve response & engagement?
1) Think like a marketer2) Systematic campaigns3) Innovative outreach
3 Steps for Systematic Campaigns…
1) Determine your sweet spot2) Map the Talent
Marketplace (continuous process)
3) Develop relationships through consistent planned touchpoints
Systematic campaigns
Systematic campaigns
Systematic campaigns
Develop relationships through consistent touch points…
Email Marketing
OK, so how can you improve response & engagement?
1) Think like a marketer2) Systematic campaigns3) Innovative outreach
Traditional email and voice mail are easily
dismissed
Innovative outreach
You have to find a way to cut through the
clutter to be seen or heard
Innovative outreach
Innovative outreach
Your outreach must be REMARKABLE
http://www.insideconnector.com/01b52e54/TonyLarsen
Hello Scott,
I am part of the recruiting team at HP and am impressed by your professional background. I’m eager to talk when you have a moment.
Warm regards,
Jon BryantHewlett-Packard770-889-4844 (direct)404-313-5791 (mobile)Jon.p.bryant@hp.com
Innovative outreach
Innovative outreach
Innovative outreach
Method Sent Opened %
Email 12,124 1,163 9.59%
InMail 28,885 4,564 15.80%
Video messaging 5,824 2,409 41.36%
Based on 2013 numbers, video messaging led to conversations with :
• Over 4 times as many candidates as email (IC has > 300% improvement
over email)
• Over 2.6 times as many candidates as InMail (IC has nearly 200%
improvement over InMail)
Comparison of candidate engagement methods for Q1-Q3 2013
Innovative outreach
• Wow - this is absolutely the coolest recruiter call I've ever gotten!M. Stone
• I must say was the most unique way I have ever been contacted about a potential position. B. Ledbetter
• Holy cow this is impressive – never seen anything like this. Let’s talk.R. Dye
Innovative outreach
• Thanks for your email about the opportunity. In a world where recruiters send you a couple of lines in an email and ask about your interest in taking up a position, your approach is pretty refreshing.B. Murali
• Thanks very much for your time and efforts on the web page presentation. If you were a football recruiter, I'd be signing my letter of intent right now!R. Schev
Initial Candidate Experience:(Improving Outreach, Response Rates, & Engagement)