Engage the Next Generation Workforce — Building Social Talent Communities
How to engage candidates with an always-on digital strategy | Talent Connect 2017
-
Upload
linkedin-talent-solutions -
Category
Recruiting & HR
-
view
225 -
download
1
Transcript of How to engage candidates with an always-on digital strategy | Talent Connect 2017
![Page 1: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/1.jpg)
HOW TO ENGAGE CANDIDATES WITH AN ALWAYS-ON DIGITAL STRATEGY
![Page 2: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/2.jpg)
HOW TO ENGAGE CANDIDATES
WITH AN ALWAYS-ON DIGITAL STRATEGY
![Page 3: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/3.jpg)
WE’RE ENTERPRISE
FAMILY OWNED
& OPERATED
• Ranked by Forbes
as one of America’s
Largest Private
Companies
WORLD’S
LARGEST FLEET
• Operate a fleet of
1.9 million
passenger vehicles
ALAMO, ENTERPRISE
& NATIONAL BRANDS
• More than 1 million
transactions per week
• Operating in more than
90 countries and territories
REVENUE
• $22.3 billion
revenue
RECRUITMENT
• One of the largest
recruiter of college
graduates in U.S.
LOCATIONS
• 100,000 colleagues
in more than 9,900
locations
![Page 4: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/4.jpg)
BRANDING
• Employer Branding
• Recruitment Consulting
• Social/Digital Footprint
ATTRACTION
• Media Strategy
• Sourcing Strategy
• SEM
• Social Media Strategy
• Mobile Marketing
• ERP
• Campus & Alumni
ENGAGEMENT
• Creative Development
• Career Websites
• TalentBrew
• Social Campaigns
• Email Marketing
• CRM
• Internal Communications
OPTIMIZATION
• Web Analytics
• Search Engine Optimization
• Track to Hire
• Metrics & Reporting
WE’RE TMP
![Page 5: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/5.jpg)
Together, we’d like to share a story
![Page 6: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/6.jpg)
Developing our Strategy:
CANDIDATE ENGAGEMENT vs. CANDIDATE CARE
Awareness
Consideration
Interest
Application
Select
Hire
Candidate Engagement
CandidateCare
![Page 7: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/7.jpg)
A three-pronged approachto evolution
ALWAYSON
SHOW,DON’T TELL
MEASURABLERESULTS
![Page 8: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/8.jpg)
Let’s Talk Career Site
![Page 9: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/9.jpg)
Once upon a time…
• Provided basic information about the
company and our jobs (primarily MT,
Intern and Other)
• Consisted of stand-alone content
• Offered limited insight into the vast and
varied world of EHI
• Told the story very much from “our”
point of view
C O N T E N T S T R A T E G Y
![Page 10: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/10.jpg)
This is what we started with…
![Page 11: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/11.jpg)
Then we had an new website…or rather, multiple websites
![Page 12: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/12.jpg)
Clearly some clarity was called for to cut through the confusion
![Page 13: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/13.jpg)
We discovered what candidates want
Most Important Career Site Features
82%
84%
86%
88%
90%
92%
94%
Jobs Salary info Application Benefits Realistic jobpreview
Prior to accepting offer:
44%visited the career site
3x or more
Post offer acceptance:
48%visited the career site
at least 1x
![Page 14: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/14.jpg)
Then we set out to deliver best-in-class candidate engagement
U S E R - C E N T R I C
F A M I L Y O F B R A N D S
I N D U S T R Y - L E A D I N G
C A N D I D A T E G E N E R A T I O N
S E A M L E S S I N T E G R A T I O N
E F F I C I E N T
F U T U R E G R O W T H
R E S U L T S
Exceed users’ expectations regardless of the device
Convey the EHI story
Differentiate Enterprise from our competitors for talent
Convert site visitors into qualified applicants and/or leads
Ensure seamless integration with existing technologies
Eliminate inefficiencies related to management/maintenance
Establish a foundation that will accommodate future growth
Track and analyze key performance indicators
![Page 15: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/15.jpg)
To our multiple candidate targets
MANAGEMENT
TRAINEEINTERN
PROFESSIONAL
(HQ, OPERATIONS)
FRONT-OF-HOUSE
RENTAL SALES
BACK-OF-HOUSE
MECHANIC
![Page 16: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/16.jpg)
The happilyever after
• Fully responsive
• Data analysis and candidate focus
inform the site content
• Adoption of a Show (Don’t Tell) content
strategy – allowing candidates to see
firsthand how they can benefit from a
career with EHI
• Integrated with SEO and advanced job
search platform
• Advanced job descriptions
C O N T E N T S T R A T E G Y
![Page 17: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/17.jpg)
The new careers website
![Page 18: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/18.jpg)
The new careers website
![Page 19: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/19.jpg)
The new careers website
![Page 20: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/20.jpg)
The new careers website
![Page 21: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/21.jpg)
The new careers website
![Page 22: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/22.jpg)
Integration of SEO & Improved Job Search
![Page 23: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/23.jpg)
Integration of SEO & Advanced Job Search
![Page 24: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/24.jpg)
Showing EHI promote from within culture
![Page 25: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/25.jpg)
Showing EHI promote from within culture
![Page 26: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/26.jpg)
Focusing on the candidate with advanced job descriptions
![Page 27: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/27.jpg)
Focusing on the candidate with advanced job descriptions
![Page 28: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/28.jpg)
Focusing on the candidate with advanced job descriptions
![Page 29: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/29.jpg)
Focusing on the candidate with advanced job descriptions
![Page 30: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/30.jpg)
Focusing on the candidate with advanced job descriptions
![Page 31: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/31.jpg)
Let’s Talk Media
![Page 32: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/32.jpg)
Once upon a time…
• Posting on job boards
• Company structure dictated a large
investment and lots of postings
• Inconsistent branding
• Started to measure KPI of CPH; but did
not set expectation, just awareness
M E D I A S T R A T E G Y
![Page 33: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/33.jpg)
Media evolution
![Page 34: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/34.jpg)
The happilyever after
• Measuring hires and CPH to position
results for the position the posting was
promoting
• Looking at products individually, eg.
banner ad vs job posting
• Continuing to measure KPIs – now app
to hire, cost per MT hire and percent of
MT hires
• FY18 media plan shift, setting
benchmarks with medias, providing
transparency to our data
M E D I A S T R A T E G Y
![Page 35: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/35.jpg)
Media Investments
![Page 36: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/36.jpg)
Methodology for Media Goals
• 2017 – the first year PPC was
a majority investment as part of
the MT hiring initiative
• Goals were set in regards to
MT hire volume as well as
cost-per-hire efficiency
• Monthly reviews with vendors
to strong performance and
improvements where necessary
• FY17 data fed directly into setting
FY18 considerations and goals
• All of this is with the idea that
we will run the same set-up as
the previous year, and should
maintain the same (if not improve)
performance
![Page 37: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/37.jpg)
2018 Media Benchmarks
MEDIAFY18 MT HIRE
GOAL
CPMTH
GOAL
PARTNER HIRE
GOAL
PARTNER CPMTH
GOAL
MEDIA #1 1,560 $ 822 $$
MEDIA #2 770 $$ 800 $$
MEDIA #3 320 $ NA N/A
MEDIA #4 133 $$ 175 $
MEDIA #5 630 $$$$ NA N/A
MEDIA #6 100 $$ 72 $$
MEDIA #7 39 $$ 45 $
![Page 38: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/38.jpg)
Let’s Talk Social
![Page 39: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/39.jpg)
Once upon a time…
• Started with a Facebook Careers profile
in 2009, following the lead of other
companies
• No real strategy, content calendar, etc.
• Began with employee stories and career
tip articles – when we could find them
• By 2011, social’s continued growth
started to define our strategy
S O C I A L S T R A T E G Y
![Page 40: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/40.jpg)
2009 Social Posts Where we started
![Page 41: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/41.jpg)
2009 Social Posts Where we started
![Page 42: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/42.jpg)
Social Calendar
![Page 43: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/43.jpg)
Social Media Strategy
![Page 44: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/44.jpg)
The happilyever after
• Show Don’t Tell content, engaging with
candidates and employees, partnership
with Internal comms and QUEsocial &
SocialBakers
• Measurement, hires tracked to content,
content specific to channel/ audience,
recruiter vs brand content
• Integration of the careers site, media
and social
• Integration between our careers website
and our social content, driving
candidates from social to apply.
S O C I A L S T R A T E G Y
![Page 45: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/45.jpg)
Spreading Social Content
![Page 46: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/46.jpg)
Quality Content to Share
![Page 47: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/47.jpg)
Quality Content to Share
![Page 48: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/48.jpg)
Quality Content to Share
![Page 49: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/49.jpg)
Leader Board / Gamification Employee Activation
Activating Employees
![Page 50: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/50.jpg)
QueSocial
AT LAUNCH OF PROGRAM
• 65 users
• Total Reach: 14,561
CURRENT USERS AND CONNECTIONS
• 163 users
• Total reach: 204,823
CLICKS
• 155,379
(8/1/16–7/31/17)
IMPRESSIONS
• 66,835
(8/1/16-7/31/17)
SHARES
• 200,873
CONNECTIONS
• 13,425,346,955
![Page 51: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/51.jpg)
Let’s Talk Metrics
![Page 52: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/52.jpg)
Once upon a time…
• Reporting to measure the financial
results of our media spend
S O C I A L S T R A T E G Y
![Page 53: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/53.jpg)
Media Reporting
![Page 54: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/54.jpg)
The happilyever after
• Online, integrated 24/7 dashboard
• Deeper metrics on reporting groups
across all recruiting efforts
• Optimizing at the national and local
levels
S O C I A L S T R A T E G Y
![Page 55: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/55.jpg)
Ramped up reporting
![Page 56: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/56.jpg)
Epilogue• Ongoing evolution of our always-on
strategy by measuring the integration
and results of our efforts
• Expanding our partnerships
• More hires!
I N T E G R A T I O N S T R A T E G Y
![Page 57: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/57.jpg)
The Muse
• EHI I S I N T H E T O P 2 % for total
impressions/reach on The Muse since
going Live. This is with only 4 sponsored
content articles to drive sponsorship
views. Nearest Companies: Bookings,
GSK, Wells Fargo
• Social Sharing by EHI increased profile
clicks by 6 0 % in Q2
• Strong 3rd party distribution on Facebook,
LinkedIn, Twitter by EHI driving increase
reach and performance on Muse and
externally
PERFORMANCE HIGHLIGHTS
2,318,155T O T A L M U S E I M P R E S S I O N S / R E A C H
![Page 58: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/58.jpg)
The Muse
Impression Breakout
Muse.com
Impressions
EHI Social
Impressions
1,300,000
1,200,000
1,100,000
1,000,000
900,000
800,000
700,000
600,000
500,000
![Page 59: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/59.jpg)
The Muse
187,657EHI Social Impressions
Key Takeaways
•Average engage time at 2:30. A full minute above industry average.
•57% of traffic via mobile.
•53% of Social Actions from EHI Social Sharing
•Distribution by EHI & Muse drove 1.5k + Page Views
117,452Muse Social Impressions
839Social Actions
5,710Page Views
![Page 60: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/60.jpg)
In Conclusion
• Never stop trying to evolve – however
minor
• Adopt an always-on strategy across
every space you play in
• Measure what matters: work throughout
your organization to define priorities,
then once results start coming in you
can confidently add or remove
• Show (don’t tell) what is authentic to
you, and don’t force it. A great story will
always unfold naturally
( A K A T H E C L I F F N O T E S )
![Page 61: How to engage candidates with an always-on digital strategy | Talent Connect 2017](https://reader036.fdocuments.net/reader036/viewer/2022081401/5a6cee447f8b9ac7418b4809/html5/thumbnails/61.jpg)
THANK YOU!