Sales & Marketing Secrets for Recruiting by Lever & Hired
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Transcript of Sales & Marketing Secrets for Recruiting by Lever & Hired
How to Unlock Sales and Marketing Secrets for Recruiting Success
Leela Srinivasan, CMO of LeverKelli Dragovich, SVP of People at Hired
● Phone lines are muted—please use the
questions box
● Tweet out the good stuff! #recruitingsecrets @lever @hired
● $100 Amazon Gift Card for the most useful tweet
Thanks for joining us!
#recruitingsecrets @lever @hired
Jack FosterDirector of Demand Generation Lever
Our featured speaker
Leela SrinivasanChief Marketing OfficerLever Inc.@leelasrin
#recruitingsecrets @lever @hired
Newsflash: Hiring keeps getting harder
YoY Change in Talent Acquisition Spending Time to Fill (in Days)
Source: Bersin by Deloitte, 2014#recruitingsecrets @lever @hired
The modern recruiter must master sales AND marketing!
What We Get From Marketing
The face of the brandGreat storytellerData-drivenCustomer- (candidate) centric mentalityRelies on tools and technology
What We Get From Sales
Build a pipelineNurture relationshipsConsultative sellingFair negotiatorA closer
Strategic to the business
#recruitingsecrets @lever @hired
Awareness
Consideration
Conversion
Loyalty
Advocacy
Your prospect knows who you are
Your prospect is actively thinking about choosing you
Your prospect becomes a customer!
Your customer stays a customer and feels good about it
Your customer is out telling the world how great you are
The marketing funnel...works pretty well for recruiting
The marketing funnel...works pretty well for recruiting
#recruitingsecrets @lever @hired
Awareness
Consideration
Conversion
Loyalty
Advocacy
Your candidate knows who you are
Your candidate is actively thinking about choosing you
Your candidate becomes an employee!
Your employee stays an employee and feels good about it
Your employee is out telling the world how great you are
What do you need to get right???
#recruitingsecrets @lever @hired
Funnel stage Sales/ marketing Recruiting
Awareness● Branding● Product/ service
Consideration● Outbound/ inbound● Sales experience
Conversion● References● Closing strategy
Loyalty● Onboarding● Relationship investment
Advocacy● Social referrals● Delivery on your promise● Channels to evangelize
What do you need to get right???
#recruitingsecrets @lever @hired
Funnel stage Sales/ marketing Recruiting
Awareness● Branding● Product/ service
● Employer Brand● Product/ service
Consideration● Outbound/ inbound● Sales experience
● Sourcing/ apply flow● Candidate experience
Conversion● References● Closing strategy
● 2-way references● Closing strategy
Loyalty● Onboarding● Relationship investment
● Onboarding● Relationship investment
Advocacy● Social referrals● Delivery on your promise● Channels to evangelize
● Employee referrals● Delivery on your promise● Channels to evangelize
vs.
Employee connections on LinkedIn beat Company Page followers by a mile
at least 45x#recruitingsecrets @lever @hired
Every profile matters!
#hiringhacks @lever
“I don't believe in midnight emails, or failure; every miss is a learning opportunity to get better.”
“I used to think being a woman in tech meant simply accepting and overcoming aggressive workplaces… At Lever, I am thrilled to be an integral piece of a diverse, inclusive, engaged, and impassioned team.”
● Personalized messages drive 75% higher response rates
First impressions are the most important
● The first touch matters
● What do candidates want? ○ What’s the next step in their career? ○ Do they value mission over money? ○ Where do they want to work? (location)
The right message at the right time
#recruitingsecrets @lever @hired
You can snooze your candidates in Lever
Take a smart approach to engaging your candidates
Scenario One: No Response
Scenario Two: Bad Timing
● Try them again (politely)
● And again (politely)
● Adjust your call to action
● Be ready to follow-up when the situation changes (post-bonus or vesting cliff)
● Keep them on the hook for future roles (requires tight record keeping)
#recruitingsecrets @lever @hired
#recruitingsecrets @lever @hired
Customer/ candidate experience has never been more important - or transparent
● Every touchpoint creates an impression.
● Have you applied to YOUR company recently??? Audit your process.
● Put more thought and care into your interview design. It’s a two-way evaluation.
● Be timely in your follow up. Timing is everything.
● If you screw up, the world may well know. Learn from it.
Lead with speed
1. Be prepared to SPRINT 2. A quick “NO” is just as important
as a “YES”3. Keep the time in between steps
as low as possible4. Don’t forget the competition
Make the right offer
Know your audience!
(It’s not all about the money!)
What is the biggest factor that drives career success?
Being a great employer starts before day one
Get the company excited for their arrival
#recruitingsecrets @lever @hired
Show them how psyched you are before they show up
Give a warm welcome
Find the metrics that matter to your business
#recruitingsecrets @lever @hired
Awareness
Consideration
Conversion
Loyalty
AdvocacyEngagement surveys
% aided and unaided brand awareness
# of inquiries & MQLs
# of opportunities
Win-loss rates
NPS
Churn rate
Online product review ratings
CAC
LTV
# initial screens# onsite
% screen: onsite
% onsite:offer# verbal offers given
# verbal offers accepted% acceptance
# hires & time to fill
% conversion rate by segment
Revenues
Hired: how we can help
Get access to the RIGHT pool of candidates--(ones that are qualified and looking for their next role)
Improve hiring efficiency with a high-speed process + candidate transparency
Lever: how we can help
Pull real-time conversion reports to assess and improve your recruiting funnel
Create a low-friction apply process and a strong overall candidate experience