Recruitment Marketing Insights 2016
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Transcript of Recruitment Marketing Insights 2016
Recruitment Marketing Insights 2016
1
RECRUITMENT MARKETING
INSIGHTsThe content and social marketing techniques that
are changing the face of recruitment
Recruitment Marketing Insights 2016
2
The role of HR has evolved dramatically since the start of the 21st century. Creativity, flexibility and a range of skills traditionally associated with attracting new customers are now crucial in attracting and engaging the right candidates.
The rise of content marketing and the continued growth of social media are changing how today’s companies win the best talent.
We set out to understand who is utilising these techniques, the impact they are having now and the role they will play in the future.
introduction
Recruitment Marketing Insights 2016
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We have gathered some useful data to help you:- Secure more budget for recruitment marketing- Discover what techniques and tools are in use across the
industry and how they can work for you- Set clear KPIs and measure them effectively
A large percentage of our respondents agree that recruitment marketing activities:
- Increase brand recognition- Increase the number and quality of applicants- Reduce the time and cost per hire
If you are unsure where to start or what to do next, this report will give you some great ideas about how to proceed.
Why this report is for you
Recruitment Marketing Insights 2016
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Recruitment marketing has a positive impact on brand recognition, number and quality of applications as well as reducing time and cost per hire.
IMPACT OF RECRUITMENT MARKETING
What effect has your recent recruitment marketing activity had?
Not
sure
Non
e - N
/A -
we
have
n’t d
one
any
recr
uitm
ent
mar
ketin
g re
cent
ly
Impr
oved
staf
f re
tent
ion
Incr
ease
d br
and
reco
gniti
on
Redu
ced
cost
per
hire
Incr
ease
d th
e di
vers
ity o
f ap
plica
nts
Incr
ease
d th
e nu
mbe
r of
appl
icatio
ns p
er
vaca
ncy
Incr
ease
d th
e qu
ality
of
appl
icant
s
Redu
ced
time
to
fill p
ositi
ons
5%
9%
19%23
%29%
32%41
%
36%
35%
Recruitment Marketing Insights 2016
5
Regardless of company size or sector, HR professionals agree on the importance of strategy, goals and values.
STRATEGY AND VALUES
Does your company have a well-defined recruitment strategy and goals?
Yes
No
7%
93%
Do you have clear company values?
Yes
No
3%
97%
Do you think everyone in the business you work for knows and understands your company values?
Yes
No
Not sure
62%
19%
20%
Recruitment Marketing Insights 2016
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97% have defined company values but 39% aren’t sure if those values are fully understood across the business. Making sure your employees know what the company stands for and why you’re different is an important step in any successful recruitment marketing strategy.
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HR professionals are using candidate personas to find the right employees.
CANDIDATE PERSONAS
Do you ever create candidate personas?
Yes
No
46%
54%
How useful do you typically find candidate personas in helping you reach ideal candidates?
Extremely useful
Quite useful
4%
60%
36%
Not that useful
If you don’t use candidate personas, why not?
We don’t know howWe don’t think they’re very helpfulWe don’t have time
26%53%
21%
3%
Other
Recruitment Marketing Insights 2016
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54% create candidate personas, and 96% of those find them to be a useful tool. Effective personas help you to reach the right people with the right messages at the right time, attracting the skills your business needs, achieving the right cultural fit and improving staff retention.
Recruitment Marketing Insights 2016
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There are obvious trends in the types of content being used, but HR professionals are experimenting with different approaches.
types of recruitment content
Care
er w
ebsit
e /
micr
osite
63%
Empl
oyee
inte
rvie
ws
/ job
pro
files
55%
Join
us p
age
44%
New
slette
rs
42%
Q&
As
33%
Care
er b
logs
32%
Gui
des
29%
Empl
oyer
br
and
video
s
27%
Vide
o jo
b ad
verti
sem
ents
23%
Jobo
grap
hics
14%
Slid
esha
res
12%
Podc
asts
10%
Which of the following types of recruitment content have you produced?
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Career websites, join us pages and employee interviews are popular options.
EFFECTIVENESS OF CONTENT
Please rate the effectiveness of the following types of recruitment content: N/A
Very ineffectiveSomewhat ineffectiveNeither effective nor ineffective
Somewhat effectiveVery effective
Empl
oyee
in
terv
iew
s /
job
profi
les
Q&
As
Slid
esha
res
Podc
asts
Gui
des
New
slett
ers
Jobo
grap
hics
Vide
o jo
b ad
vert
isem
ents
Empl
oyer
br
and
vide
os
Car
eer b
logs
Join
us
page
Car
eer
web
site
/ m
icro
site
0%
10%
20%
30%
40%
50%
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Social media is widely used for distributing recruitment content, with LinkedIn, Facebook and Twitter proving most popular.
DISTRIBUTING CONTENT VIA SOCIAL MEDIA
Do you have any career/employer brand-specific social channels?
Yes
No
62%
38%
Do you ever use social media to distribute your recruitment content?
Yes - oftenYes - occasionally
20%42%
25%
Yes - we’ve tried this once or twice
13%
No - never
Which social media platforms do you use/have you ever used to distribute your recruitment content?
Face
book
73%
Link
edIn
67%
Twitt
er50
%
Inst
agra
m19
%
Snap
chat
5%
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67% use social channels to distribute careers content and more than 77% plan to continue using it in the future, but only 38% have a dedicated career or employer brand channel. Might it be time to introduce specific recruitment social channels?
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LinkedIn is deemed most effective for distributing recruitment content followed by Facebook.
EFFECTIVENESS OF SOCIAL MEDIA FOR DISTRIBUTING CONTENT
Please rate the effectiveness of these social platforms in distributing your recruitment content:
Snapchat0%
5%
15%
25%
30%
10%
20%
35%
40%
InstagramFacebook TwitterLinkedIn
N/AVery ineffective
Somewhat ineffectiveNeither effective nor ineffective
Somewhat effectiveVery effective
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HR professionals are experimenting with paid promotion on social media.
USE OF PAID PROMOTION ON SOCIAL MEDIA
Have you ever paid to promote recruitment content on any of your social channels?
Yes
Not yet, but we plan to try it
4%
Not sure
No, and we don’t have plans to
31%
44%21%
Which social platforms have you ever paid to promote content on?
Facebook65
%
65%
33%
24%
Snapchat
12%
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LinkedIn and Facebook are deemed most effective for paid promotion of recruitment content.
EFFECTIVENESS OF PAID PROMOTION ON SOCIAL MEDIA
Please rate the effectiveness of your paid content on these social platforms:
SnapchatInstagram
0%5%
15%
25%30%
10%
20%
35%40%
Facebook TwitterLinkedIn
45%
50%
N/AVery ineffective
Somewhat ineffectiveNeither effective nor ineffective
Somewhat effectiveVery effective
Recruitment Marketing Insights 2016
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USE OF SOCIAL MEDIA FOR COMMUNICATING DIRECTLY WITH CANDIDATES
Do you ever use social media to communicate directly with potential candidates i.e. sending personal messages?
17%
26%
19%
38%
Yes - often
Yes - occasionally
Yes - we’ve tried this once or twice
No - never
Which social media platforms do you use/have you ever used to communicate directly with potential candidates?
Twitt
er45
%
Face
book
79%
Inst
agra
m13
%
Oth
er1%
80%
Link
edIn
Snap
chat
5%
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Please rate the effectiveness of these social platforms in communicating directly with candidates
N/AVery ineffective
Somewhat ineffectiveNeither effective nor ineffective
Somewhat effectiveVery effective
EFFECTIVENESS OF SOCIAL MEDIA FOR COMMUNICATING DIRECTLY WITH CANDIDATES
0%
10%
20%
30%
40%
50%
60%
LinkedIn TwitterFacebook Instagram Snapchat
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43% use social media to communicate directly with potential candidates. LinkedIn and Facebook are proving highly effective for that purpose, with Twitter, Instagram and Snapchat all proving viable ways to make direct contact.
Recruitment Marketing Insights 2016
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These techniques are here to stay...
THE FUTURE OF SOCIAL MEDIA FOR RECRUITMENT
How successful have you been in finding and attracting candidates via social media?
Fairl
y un
succ
essf
ul8%
I don
’t kn
ow, a
s w
e’re
stru
gglin
g to
mea
sure
it3%
N/A
- w
e ha
ven’
t trie
d it
15%
12%
Very
succ
essf
ul
Very
uns
ucce
ssfu
l3%
Nei
ther
succ
essf
ul
nor u
nsuc
cess
ful
19%
Fairl
y su
cces
sful
42%
Not
sure
Do you plan to continue using social media for recruitment?
Defi
nite
ly no
t2%
Prob
ably
not
5%
16%
May
be37
%
Defi
nite
ly40
%
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HR professionals have mixed views about asking employees to help share recruitment messages.
USE OF EMPLOYEE ADVOCACY
Yes - sometimes
Yes - often
No - but we’re planning to start
No - and we
don’t plan to
Do you ever actively ask your employees to help you share your recruitment marketing messages or content?
9%
26%
24%
42%
Which recruitment/employee engagement platforms have you ever used?
Glassdoor
None - N/A - we’ve never used any
31%
32%
20%
Trap!t
4%
Social Chorus
14%
14%
24%
18%
Bullhorn Reach
Circulate.itDynamic SignalOther
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Industry sectors vary in their approach to involving employees, with healthcare, IT, retail, finance and engineering leading the way.
EMPLOYEE ADVOCACY BY INDUSTRY SECTOR
Yes - often No - and we don’t plan to
No - but we’re planning to startYes - sometimes
Do you ever actively ask your employees to help you share your recruitment marketing messages or content?
Acc
ount
ancy
, ba
nkin
g an
d fin
ance
0%
5%
15%
25%
10%
20%
Busin
ess,
con
sulti
ng
and
man
agem
ent
Cha
rity
and
volu
ntar
y w
ork
Cre
ativ
e ar
ts a
nd d
esig
n
Ener
gy a
nd u
tiliti
es
Engi
neer
ing
and
man
ufac
turin
g
Envi
ronm
ent
and
agric
ultu
re
Hea
lthca
re
Hos
pita
lity
and
even
ts m
anag
emen
t
Info
rmat
ion
rese
arch
an
d an
alys
is
Info
rmat
ion
tech
nolo
gy
Insu
ranc
e an
d pe
nsio
ns
Law
Law
enf
orce
men
t an
d se
curit
y
Leisu
re, s
port
and
tour
ism
Mar
ketin
g,
adve
rtisi
ng a
nd P
R
Med
ia a
nd in
tern
et
Prop
erty
and
co
nstr
uctio
n
Publ
ic s
ervi
ces
and
adm
inist
ratio
n
Reta
il
Sale
s
Scie
nce
and
phar
mac
eutic
als
Teac
hing
and
edu
catio
n
Tran
spor
t and
logi
stic
s
Oth
er s
ecto
r
Recruitment Marketing Insights 2016
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HR professionals agree that measurement is important – but it can be challenging to get the right data
MEASURING RECRUITMENT MARKETING
Do you ever measure the success of your recruitment activity?
Yes
No
11%
88%
N/A
1%
Qua
lity
of a
pplic
ants
Leng
th o
f tim
e to
fill
posit
ions
Num
ber o
f app
licat
ions
pe
r vac
ancy
Staf
f ret
entio
n / c
hurn
Dive
rsity
of a
pplic
ants
If you do measure the success of your recruitment activity, what do you measure?
63%
Cost
per
hire
Traf
fic to
you
r car
eer
site
/ joi
n us
pag
e
Enga
gem
ent w
ith
recr
uitm
ent c
onte
nt *
Boun
ce ra
te o
n yo
ur c
aree
r sit
e / j
oin
us p
age
63%
57%
52%
46%
43%
27%
26%
18%
* sha
res,
likes
, ret
wee
ts, e
tc.
Recruitment Marketing Insights 2016
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HR professionals agree on the importance of measurement.
MEASURING RECRUITMENT MARKETING
How do you typically measure the success of your recruitment content?
Web traffic / Google AnalyticsContent tagging system / tracking system
18%
32%
Social media listening tools
47%
3%
Other
It’s difficult to get accurate
measurements
We don’t know what to
measure
It takes too much time
We don’t have the right
technology
We’re not interested in measurement
If you don’t measure the success of your recruitment activity, why not?
50%
41%
27%
14%
5%
Recruitment Marketing Insights 2016
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88% are measuring success. Of these, 47% rely on Google Analytics, 32% use sophisticated content tagging and tracking systems and a further 18% make use of social media listening tools. If you are not measuring your recruitment marketing activity, this should be the year to start.
Recruitment Marketing Insights 2016
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This research was undertaken by HR managers in a range of companies across the UK.
ABOUT THIS RESEARCH
1%8%
23%
24%
16%
28%
10-51
50-249
1-9
450-999
250-499
1000+
Number of employees in company
Recruitment Marketing Insights 2016
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Sector breakdown
ABOUT THIS RESEARCH
11%11%
10%
12%
8%
8%
7%
4%
3%2%
4%3%
4%
4%
1%
1%2%
1%1%
1%1%
2% 3% 1%1%1%
Charity and voluntary work
Energy and utilities
Environment and agriculture
Hospitality and events management
Information technology
Law
Leisure, sport and tourism
Media and internet
Accountancy, banking and finance
Retail
Science and pharmaceuticals
Transport and logistics
Business, consulting and management
Creative arts and design
Engineering and manufacturing
Healthcare
Information research and analysis
Public services and administration
Law enforcement and security
Marketing, advertising and PR
Property and construction
Recruitment and HR
Sales
Teaching and education
Other sector
Insurance and pensions
Recruitment Marketing Insights 2016
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our last word
Marketing and employer brand matterOur respondents report that recruitment marketing techniques help them improve everything from the volume (40%) and diversity (31%) of candidates to their brand recognition (23%) and employee retention (18%).
Taking this approach also makes it easier for your ideal candidates to find and recognise your company as the place they’d like to work.
It’s worth putting in time, effort and budget to master these techniques and make them even more effective in your business.
Recruitment Marketing Insights 2016
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Our research was produced in collaboration with HR transformation
consultancy Veran Performance The research was conducted by OnePoll among
200 HR managers in a range of companies across the UK.
If you have further questions about this study, contact us at [email protected].
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Like what you’ve seen?please share it...
Get in touch+44 (0)20 3397 4971
Recruitment Marketing Insights 2016
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So how can we help tell your story?
We tell stories that engage your audience. We use words, conversations, video and
pictures to tell your story.
We work online, face to face and in print to create compelling content. But really, the medium by which we tell our story doesn’t matter, it’s how
we tell it that makes the difference.
020 3397 4971 - [email protected]