Attracting Employees in a Digital World: Trendigital 2015

HELP WANTED 2.0

HELP WANTED 2.0: Attracting workers in a Digital World.

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Hello. Pleased to meet you.

Scott Petersen

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Hello. Pleased to meet you.

Very Large Data Set

Targeted, Active Jobseekers60-70,000 unique visitors per month

Provides valuable trending data on a local level

THANK YOU!!!

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Employers come in all shapes and sizes.

EMPLOYER TYPE: The Sympathetic

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EMPLOYER TYPE: The Clever

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EMPLOYER TYPE: The All Too Honest

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EMPLOYER TYPE: The Overworked

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Why we’re here… Help Wanted 2.0Finding and Connecting with future employees through the Digital Channel

State of State in local employment.Trends – Jobseekers, RecruitersEmployer Recruiting StrategiesBuilding Value into your Recruitment EffortsLocal Best Practice Examples

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Finding the Unemployed? Yeah, right.State of the State: Local Recruiting

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Finding quality employees has become a more daunting task!


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How does this affect us as Employers?

2009Employers

Held the

power

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How does this affect us as Employers?

2015Jobseekers

are in

control.

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How does this affect our Recruitment efforts?

Map the Genome!It makes the recruiting

process complex.

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Changing Times…. Changing Jobseeking Habits

TREND: Jobseekers are increasingly interested in researching

Employers…. Not just their job listings.

LAST

MONTH…Employer profile

pages were

accessed over

42,000 times!

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TREND: Jobseekers are online…. But not chained to their pc’s.

They are increasingly MOBILE!!

LAST MONTH…Over 40,000 sessions were

initiated from a mobile device

to access KELOLAND

Employment.

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TREND: Jobseekers are online…. But not chained to their pc’s.

They are increasingly MOBILE!!

NOT JUST

BROWSINGWe communicate and

purchase online. Jobseekers

want to search, sort, and apply

for jobs from ANY device.

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TREND: Jobseekers are SOCIAL. They rely on reviews,

recommendations, and chatter about you as an

Employer. 65% of Online Adults Use Social Networking Sites

55% of Applicants say they have been influenced by employee testimonials on Social Networks.

39% of Employers use Social Networking sites to research candidates.

While 94% of recruiters are active on Linkedin, only 36% of job seekers are.

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Employers: This is your moment in the mirror.Are we adapting our recruitment strategies to accommodate Help Wanted 2.0?

JOBSEEKERS ARE:

In demand, In control

Seeking and posting

information about us as

Employers (out of our

control?)

Increasingly mobile / social

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Give jobseekers what they want.Today’s jobseekers are interested in you… not just your jobs.

ATTRACT CONNECT ENGAGE

Current employees, business partners, jobseekers all have an opinion on what you are / would be like to work for. From culture, to work environment, to leadership… you are unique.

What exactly is an Employer Brand?

“Where there’s a helpful ______ in every ______.”

1 2 3 4

Smile Aisle

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Does my company have an Employer Brand?

YES, you do.

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Why invest to improve an Employer Brand?Existing EmployeesStaff alignment, Greater retention, increased satisfaction“buy in” to the bigger picture

Future Employees – TalentWindow into your Organization. Increased referrals, Organizational commitmentPassive Jobseekers. More quality hires.

Resource Savings (Time and Money)“Birds of a Feather….”, Focused hiring approach, Reduced interviewing time and potentialRecruitment cost savings.

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Digitally Speaking, What in an Employer Brand?

Your work environmentYour websiteYour Careers websiteYour Job DescriptionsYour Presence on KELOLAND EmploymentYour Social ProfilesYour EmailsYour Candidate Experience (ATS)

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Employer Brand: The 5 Step Action Plan

STEP 1: Get Buy-In (easier said than done)

Start at the Top

Make your pitch data

driven

Define ownership team

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STEP 1: Get Top Level Buy inEmployer Branding Team

Execs (C Level) HR Marketing

IT Sales Operations

Bring partners to the

table.

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STEP 2: Collect Data, Educate, and Listen

Are you who you are

trying to be?

Plan your Research

Gather your Data

Define your Targets

WARNING Handle the Truth

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STEP 2:

Develop your EVP

Your Employer Value Proposition

uniquely defines you as an

Employer. It is what sets you apart

from other Employers.

Collect Data, Educate, and Listen

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STEP 2:

Audit Your

Process/Materials

Website, Careers Site

Social Presence(s)

Job Descriptions, Ads

Candidate Experience

Engagement - Responsiveness

Collect Data, Educate, and Listen

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Why invest resources into an Employer Brand?

STEP 3: Create YOUR Blueprint

Be Real Be Personal

Be Bold Be Consistent

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STEP 4: Promote and EngageGET STARTED

Start with baby steps…. Just get

started.

Make Internal Statements

Use your Brand Ambassadors

Update your job descriptions, Ads,

profiles, and messages with your

EB statement

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I would like to you meet the Max’s.

10 Years professional experienceExtremely skilled DBA with “Big Picture” certificationsComes highly recommended from Trusted Sources

Max is contacted weekly by recruiters

FICTIONAL JOBSEEKER

ine

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STEP 4: Promote and Engage: Careers Site Strategy


Social Recruiting

Mobile Revolution

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STEP 4: Promote and Engage: Careers Site Strategy


Clear Branding MessageVisuals / Images or VideoIntuitive Job ListingsViewable / Usable

Search Engine OptimizedSocially integratedMobile FriendlySense of Community

Lose the Forced Jobseeker Login

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Have you reviewed your jobseeker experience?

Max just wanted some love.

A conversation. A relationship.

MISSED OPPORTUNITYUnfortunately, Max just consumed

your Employer Brand and was not

impressed!

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STEP 4: Promote and Engage: Social Recruiting

Define your Targets for Social RecruitingContent is King – Develop your content strategy. Find your voice.Master Social Platforms --- 1 at a timeBe consistent, Be transparent.Stay active. It’s a dialogue… not a monologue.

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STEP 4: Promote and Engage: Social Recruiting

AVOID THESE COMMON MISTAKES

Don’t be the “Workout Warrior”It’s a marathon, not a sprint.

All talk, no listen.Remember, you are trying to create conversations, not persuade.

Maxine was looking for an Employer connection.

She didn’t find it.

MISSED OPPORTUNITYUnfortunately, Maxine just joined

your competitor’s Talent Network!

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STEP 4: Promote and Engage: Mobile Revolution

43% of job seekers

have used their mobile device to engage in job-seeking activity.

27% of job seekers

expect to be able to apply for a job from their mobile device.

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ON A MOBILE DEVICE?

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ON A MOBILE DEVICE?

GUESS WHAT?

Max is now playing

Minecraft on his phone

instead of applying for

your jobs.

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STEP 5: Measure, Analyze, React Define Measurement

Techniques

Analytics, Social Engagement,

Applicant Flow

Satisfaction scores, awareness,

Applicant quality measures

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Hats off, kudos, giving props

Strategy: Finding your voice

Message from Leadership, Employees, Past Employees, Clients, Business Partners

Clear, Concise message of Culture.

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Digital Execution: Know your Audience

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Digital Execution: Know your Audience

Information-Rich Careers Site, use of video. Responsively designed.

Special Targeting for Engineers.

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Social Excellence: Power to the People (employees)

Linkedin Rockstars.

154 Docutap employees on Linkedin.

Unleashes the power of referrals using Brand Ambassadors.

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Social Excellence: Targeted, Impactful, Transparent

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A Round of Applause for these Employers!

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If you take away anything from this…

It takes work.

It takes a plan.

It must involve others, but it starts with you.

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Questions?

Attracting Employees in a Digital World: Trendigital 2015

Recruiting & HR

Transcript of Attracting Employees in a Digital World: Trendigital 2015