Strategic CRM for Oracle HCM Stephen Schwander & Ian Alexander

Taleo  

Agenda

•  What is Strategic CRM? •  Recruiting challenges •  Reasons for implementing CRM strategies •  Key practices for success •  Q&A

What is Strategic CRM? Use of software for capturing candidate data, automating sourcing, segmenting, and engaging large numbers of candidates for the purpose of being more proactive in your recruiting processes

•  Talent pool – Candidate data •  Sourcing – Searching for candidates to

invite to apply •  Segmentation – Organizing talent pool

into lists (pipelines) based on desired characteristics

•  Engagement – Email or social outreach to educate, influence, or invite candidate to apply for jobs

Recruiting Challenges

•  High cost-per-hire. Too much spending on job boards and recruiting agencies.

•  Difficulty finding candidates. Search tools limited.

•  Disconnected candidate sources. Different search tools for different sources.

•  Limited access to passive candidates. No easy way for passive candidates to engage.

•  Difficulty meeting hiring demand. No ready pipelines of candidates when needs accelerate.

Recruiting Challenges

•  Lack of scalable engagement. Difficulty reaching mass numbers of candidates.

•  No standardization. Multiple recruiter sourcers with no lateral visibility or procedural standards.

CRM Strategies

Understand what activities you are trying to support:   ü  Enable recruitment marketing to build a centralized talent pool,

segmenting candidates by job family, and driving ongoing job marketing campaigns?

ü  Support the sourcing/recruiting function in filling specific openings with specialized talent?

ü  Help the sourcing/recruiting function fill high volume positions by inviting large numbers of candidates to apply.

CRM Strategies

•  Develop and grow an overall talent pool •  Segment into pipelines •  Implement talent networks aligned with pipelines •  Share internal and external sourcing across recruiters and

sourcers •  Engage talent pipelines with relevant content •  Standardize, measure, and refine activities and results

Poll

What strategies are important to your organization?

More targeted, multi-channel

Basic capability, limited reach

Basic efficiencies in place

All activities optimized

Strategic Value Gap

BASI

C

FUNC

TION

AL

MOD

ERN

OPTI

MIZ

ED

Copyright © 2015 Talemetry, Inc. All rights reserved. 9  

INBOUND ATTRACTION •  Manual job posting to each job

board

OUTBOUND SOURCING •  Basic database searching

separately of job boards •  Basic ATS searching of past

applicants •  Overuse of agencies ENGAGEMENT/NURTURING •  Apply auto response CONVERSION/CANDIDATE EXPERIENCE •  Basic career site •  Basic Web apply process

Capabilities

INBOUND ATTRACTION •  Automated job advertising •  Centralized job advertising •  Free and diversity sites

OUTBOUND SOURCING •  Centralized multi-database

sourcing/searching ENGAGEMENT/NURTURING •  One-to-One recruiter email

outreach CONVERSION/CANDIDATE EXPERIENCE •  Job specific apply processes •  Ownership of career site •  Site level SEO

INBOUND ATTRACTION •  Measurement and

optimization

OUTBOUND SOURCING •  Measurement and

optimization ENGAGEMENT/NURTURING •  Measurement and

Optimization

CONVERSION/CANDIDATE EXPERIENCE •  Candidate surveys •  Measurement and

Optimization OPTIMIZED MANAGEMENT •  Unified sourcing analytics •  Traffic sources •  Source of applicants •  Source of hire •  Applicant conversion rates •  Email open/click rates •  Recruiter/agency efficient •  Activity analytics for

recruiters

Busin

ess V

alue

Competitive Lagging

Strategic  CRM  Success  

INBOUND ATTRACTION •  Per-click advertising •  Social site advertising •  Referral programs

OUTBOUND SOURCING •  Talent Networks •  Job talent pipelines •  CRM & email campaigns •  Agency/job distribution ENGAGEMENT/NURTURING •  Talent Networks •  Email engagement

programs/content CONVERSION/CANDIDATE EXPERIENCE •  Targeted/branded career sites •  Internal career sites •  Social and mobile apply •  Job level SEO OPTIMIZED MANAGEMENT •  Basic source tracking

Poll

On which level of the recruitment marketing maturity model is your organization?

Key CRM Practices

•  Enhance your ATS •  Move beyond basic applicant

communications •  Requires additional tools •  Integration is key

Key CRM Practices

•  Grow your pool •  Establish a centralized talent pool •  Make talent pool growth a priority •  Funnel all attraction and sourcing activity into your

talent pool

Poll

How many measure your talent pool?

Key CRM Practices

•  Don’t forget talent networks •  Integrate talent networks with your overall

talent pool •  Better access to passive candidates who are

interested in your company •  Get more data from passive candidates •  Map talent networks to talent pipelines

Key CRM Practices

•  Integrate your ATS •  Your Oracle HCM database is a valuable source of

future hires •  Two-way integration between Oracle HCM and CRM

dramatically improves results •  Enables more strategic management of your talent

pool

Key CRM Practices

•  Be proprietary •  Maximize resume searches, LinkedIn

candidates, advertising, talent networks, database searches, agencies, etc.

•  Pull qualified candidates into your pool •  Once you download them, you own them

Key CRM Practices

•  Segment your pool •  Group your candidates into pipelines for key job

families •  Search by skills, experience, location, etc. •  Gather additional information to use for further

segmentation •  This ensures you send messages relevant to the

recipients

Key CRM Practices

•  Heat your talent pool •  Use segmented lists to send email campaigns to invite

them to apply •  Send regular mass emails with company news,

interesting developments, surveys, or internal content of interest to potential candidates

Key Sourcing CRM Practices

•  Integrate your sourcing •  Make sure your CRM supports searching and sourcing

from all sources •  Separate solutions for different sources increases

complexity and limits access to the best candidates

•  Tap your “Silver Medalists” •  Target candidates that were good

enough to reach the interview stage for previous jobs

•  Integration of applicant data and hiring stages critical

Key Sourcing CRM Practices

Poll

How many actively remarket jobs to “Silver Medalists?”

•  Search first •  Utilize your CRM search tools to pinpoint talent in your

proprietary talent pool before spending money on external searches and job ads

Key Sourcing CRM Practices

•  Feed pipelines •  Build lists or folders for high demand jobs •  Routinely assign candidates to folders as

you search and source

Key Sourcing CRM Practices

•  Search passive candidates •  Talent networks are a great place to search for

candidates with specific skills who may be employed with a competitor or within a target industry

Key Sourcing CRM Practices

•  Solicit referrals •  Best source of hires •  Make it easy for employees to add referrals to

your talent pool

Key Sourcing CRM Practices

•  Search, send and, measure •  Develop and store targeted searches/lists •  Send mass apply invitation emails •  Measure results and refine searches and emails

based on results

Key Sourcing CRM Practices

•  Always be sourcing •  For always-open, high turnover positions,

automatically add qualified applicants to talent pools

•  Run regular campaigns inviting new candidates to apply

Key Sourcing CRM Practices

•  Standardize and develop best practices. •  Get all recruiters/sourcers and marketers on one

platform •  Monitor results •  Standardize your practices around your most

successful sources, emails, searches, etc.

Key Sourcing CRM Practices

•  Measure everything. Set up key success criteria and monitor these metrics frequently: •  Talent pool growth. Is it growing appropriately? Which

sources are contributing most? •  Talent pool growth by key job types. Are you getting opt-ins

for your key job categories? •  Usage. Are recruiters, marketers, and sourcers using the

system? Which activities are yielding the most results? •  Engagement. How often are your talent pool members

being engaged? Monitor open and click rates.

Key Sourcing CRM Practices

Poll

What metrics do you monitor?

•  Seagate •  Taleo •  52,000 employees •  Talent Pool increased 86% since implementation •  Growing 10% per month •  Recruiter adoption strong •  Growing value by maximizing external database candidates

•  Royal Bank of Scotland •  PeopleSoft •  100,000 employees •  400 system users •  10 overall sourcing databases •  Talent Pool increased 88% since implementation •  Reduced advertising spend by millions of dollars

Case Studies

Questions and Wrap-up

Learn about Talemetry sourcing and CRM solutions

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