Human Capital Institute #HCIchat

Recruitment Marketing 101 Thinking Like a Marketer to

Promote Your Employer Brand

Human Capital Institute #HCIchat

Today’s Moderator

Randi Kenney

Online Content & Community Manager Human Capital Institute

@HCIRandi

/in/randirkenney

/company/human-capital-institute-hci

@Human_Capital /humancapital

Human Capital Institute #HCIchat

Human Capital Institute #HCIchat

Thank You

www.glassdoor.com

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Interact With Us

For a PDF copy of the slides used during this webcast

Human Capital Institute #HCIchat

Today’s Featured Speaker

Lisa Holden

Employer Communications Manager Glassdoor

@lisaaholden

Lisa.Holden@Glassdoor.com

10 WAYS TO WIN

WITH RECRUITMENT MARKETING

Agenda

• 10 Ways to Win with Recruitment Marketing

• How to Create a Recruitment Marketing Strategy

• Understanding Which Metrics to Track

• Sharing Results

• How to Take Advantage of Social Media

Recruitment marketing includes all

communications that an organization

uses to attract talent to its workforce.

Career Websites

Blogs

Job Postings

Photos & Videos

Social Media

Events

Emails

Talent Community

Display Advertising

Recruitment Marketing Tools

10 WAYS TO WIN

WITH RECRUITMENT MARKETING

Create a Unique, Strong and

Authentic Brand 1

“Your brand is what other

people say about you when

you’re not in the room.”

Jeff Bezos – Founder & CEO, Amazon.com

Step 1

Would current

employees

recommend

your

organization

to a friend?

What are

job seekers

saying

about you

on

social?

What is

your

company

rating

on

Glassdoor?

69% of Glassdoor members

agree their perception of a

company improves after seeing

an employer respond to a review

84% would consider leaving their

current jobs if offered another

role with a company that had an

excellent corporate reputation } Most in $75-100K salary

range would only require

a 1-10% salary increase

to consider such a move

Step 1

Source: Glassdoor Survey, October 2014

Top 5 pieces of information job seekers want

employers to provide as they search where to work:

Details on what makes the company

an attractive place to work

Details on compensation packages

Details on benefit packages

Company mission, vision and values

Basic company information

Step 1

1

2

3

4

5

STRONG EMPLOYER BRAND

High Brand Awareness

Retention

More Job Offers Accepted

Revenue Goes Up

More Quality Applicants

Lower Cost-Per-Hire

Higher Number of Referrals

POOR EMPLOYER BRAND

Low Brand Awareness

Attrition

Declined Offers

Low Productivity

Long time-to-hire

High Cost-Per-Hire

Poor Referral Programs

vs.

Source: Allegis Group Services Study, August 2012 (1,010 US Workers)

Train Internal Brand

Ambassadors 2

Encourage employees to

wear company gear

Involve employees in the

hiring process

Utilize referral programs

Step 2 Employee Brand Ambassadors

Step 2 Understand Employee Sentiment

5 Ways to Develop Brand Ambassadors

Encourage Them

Communicate the Importance

Incentive Them

Train Them

Make It Easy

1

2

3

4

5

Step 2

Encourage photos and

videos in all departments

Show the real “you” on a career blog or

through social posts

Let employees be who they are

Step 2 Let Employees Be Who They Are

Track Key Performance

Indicators 3

Cost-Per-Hire

Time-to-Hire

Cost-Per-Applicant

App-to-Hire Ratios

Applicant Quality

Step 3 Key Metrics

Step 3

Job Advertising

Social

Events

Employee Referral Program

Email

Recruiting/Staffing Agencies

Cost-per-hire, time-to-hire, cost-per-applicant,

app-to-hire ratios, candidate quality

Clicks, mentions, retweets, user demographics,

impressions, reach

Candidate quality, time-to-hire, cost-per-hire

Percent of employees who would recommend

your business, cost-per-hire

Open rates, click-through rates, response rates

Cost-per-hire, time-to-hire, candidate quality

Key Marketing Campaign Channel Analytics

Share Results With

Stakeholders 4

Assigning Recruitment Marketing

Roles & Responsibilities

Career Website Recruiting Employer Branding

Employee Engagement Events Social Recruiting

Email Mobile Calendar & Budget

Step 4

Simplify the Message 5

Questions

Layout

Branding

Social

Step 5 Make Job Applications Easy

Monitor the Competition 6

Are your competitors posting

jobs in similar places?

What roles are they trying to fill?

Do they have a social presence?

What are their strengths and

weaknesses?

Step 6 When Monitoring the Competition,

Ask Yourself:

Step 6

Male 69%

Female 31%

Male 73%

Female 27%

Male 68%

Female 32%

Gen

der

High School

4%

College 67%

Graduate School 30%

Ed

ucati

on

High School

4%

College 58%

Graduate School 30%

High School

6%

College 69%

Graduate School 30%

Your Company Competitor 1 Competitor 2

Analyze Your Traffic Compared

to Competitors

Step 6 See Where Your Competitor Is Investing

Respond to Every Candidate 7

Treat Every Candidate

Like a Customer

Step 7

Most job seekers

READ 4-7 REVIEWS

before forming an

opinion of a company

Source: Glassdoor User Survey, 2014

Join the conversation

Compliment the good and

appreciate the bad

Show candidates that you value and

are receptive to employee feedback

Step 7 Responding to Reviews

Create a Marketing Calendar 8

Hiring dates and onboarding

classes

Recruiting events

Big themes and hiring initiatives

Job advertising start and

end dates

Step 8 Marketing Calendar

Run a Referral Program 9

Referral candidates are

5X more likely to get hired

than other candidates

Employee referrals are the

#1 SOURCE for quality new hires

Source: Staffing.org, Survey 2011

Source: ERE, Survey 2013

Step 9 Increase Candidate Quality

Use Social Media at Every Step 10

Social Recruiting — 2 of the Top Channels

Most Used for Employer Brand Promotion:

Step 10

92% company website

80% social media

&

Source: Universum, 2013

Social Media and Job Searching

Step 10

79%

are likely to use social

media in their job search

86%

of people in the first 10 years

of their career are likely to use social media

in their job search

Source: Glassdoor survey, March 2013

Social Media and Job Searching

Step 10

Nearly 2 in 3 say

their employer does not

(or know how to) use

social media to

promote job openings

Nearly 3 in 4 say

their employer does not

(or know how to) promote

their employment brand

on social media

Source: Glassdoor survey, March 2013

Step 10 SOCIAL MEDIA

Step 10 Hashtags

Pro Tip #1

Download Employer Branding for

Dummies® or Recruitment

Marketing for Dummies® to help you

with your strategy!

Pro Tip #2

Download Employer Branding for

Dummies® or Recruitment

Marketing for Dummies® to help you

with your strategy!

Human Capital Institute #HCIchat

Questions?

Lisa Holden

Employer Communications Manager Glassdoor

@lisaaholden

Lisa.Holden@Glassdoor.com

Human Capital Institute #HCIchat

Thank You

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