Strategies to Attract the BestJaqi RossIRS Manager, Media Branch

IRS’s Annual Strategic Recruitment Marketing and Advertising Campaign attracts highly qualified and diverse candidates into the application process for each of the IRS projected occupations to allow IRS to select and fill all available positions.

Improves the IRS’s competitive position as an employer of choice in relation to both other government agencies and private employers of workforces with similar competencies and experience to occupations.

At the same time, demonstrates the highest possible return for the investments made.

Sourcing and Branding: The Talent Acquisition Lifecycle

Recruitment Strategy

• Supports and balances all division needs

• Enables local participation • Enhanced with strong

partnerships

Recruitment Strategy

• Improves target setting and planning

• Develops strong strategic source management

• Develops effective marketing and media

• Develops candidate tracking system and processes

• Develops clear performance and ROI measures

• Consistent corporate messaging is a critical success factor

Recruitment Strategy

Strong Strategic Source Management

Goals accomplished:• Deep relationships built with

sources• Diverse set of flexible

resources that can be revamped up or down to meet variable recruiting needs

• Centralized recruiters managing institutional relationships, administration and logistics of recruiting

• Service-wide representatives used as the “Face of the IRS” to candidates

Initiatives

• College and university recruitment program

• Recruiting program with professional associations

• Recruiting program with IRS employee organizations

• Leverage non-traditional intake channels to aid in recruiting

• Referral program to encourage all employees to become “IRS recruiters”

• Collaborate with other IRS divisions to utilize representatives at recruiting events

Initiatives

Executive Participation

Agency executives support recruitment through a variety of activities at 97 schools.• Service on university

on advisory councils • Participation in

executive-in-residenceprograms

• Mentoring students • Judging competitions • Appearing as guest

speakers

Effective Marketing & Media

A single, standardized set of IRS marketing materials incorporates:• Consistent brand message:

– One of the world’s leading financial institutions– The IRS, a great place to work– You can make a difference!– “Count on Me”

• Clear value propositionsfor early and mid-careercandidates as well asopportunities

Strategic Outreach to Targeted Demographics

• Students & early career

• Mid-career• Veterans• Disabled• Other under-

represented

Games: Effective Engagement Tools

Social Media: Effective Engagement Channels

Goals and Initiatives:• Ability to maintain relationship with candidates from beginning to

end of recruiting process

Facebook Account Created Aug. 2009Feb. 2010: 97 FansNov. 2010: 1,603 Fans

Twitter Created (3) AccountsOver 600 followersOctober: 36,313 impressions

•Regular Avatar Gatherings• Professional Meetings• General IRS Info- Tax Forms • 49.5% make up 18-34 yr olds.

Online tools:– Google Analytics – Webtrends reports – Social Mention – Twellow – WeFollow– Mr. Tweet– Bit.ly– Tweetreach

Measuring Social Media Effectiveness

Facebook: # of fans / Fan posts / Org. Posts / replies / Twitter: # of Followers / Tweets / Mentions / Retweets / Replies LinkedIn: # of People in Network / Inquiries / ContactsSecond Life: # of Visits / Interactions

All traffic is driven to jobs.irs.gov careers website becomes the anchor and information clearinghouse.

• Link successful applicants and excellent employees to recruiting sources for continuous improvement– Evaluate needs and

enhance technologysolution for trackingcandidate contacts

– Put processes in place for regularly contactingcandidates in pipeline tosolicit applications

Effective Candidate Tracking

Effective Candidate Tracking

• Link successful applicants and excellent employees to recruiting sources for continuous improvement– Evaluate needs and

enhance technologysolution for trackingcandidate contacts

– Put processes in place for regularly contactingcandidates in pipeline tosolicit applications

Effective Candidate Tracking

• Link successful applicants and excellent employees to recruiting sources for continuous improvement– Evaluate needs and

enhance technologysolution for trackingcandidate contacts

– Put processes in place for regularly contactingcandidates in pipeline tosolicit applications

Questions & Discussion