Myth-Busting Personalization in the Candidate Experience
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Transcript of Myth-Busting Personalization in the Candidate Experience
© 2017 SmashFly Technologies1
SmashFly
Thomson Reuters
© 2017 SmashFly Technologies2 © 2017 SmashFly Technologies2
Manager, Global Talent Brand &
Recruitment Marketing
Thomson Reuters
Director, Product Marketing
SmashFly
© 2017 SmashFly Technologies3 © 2017 SmashFly Technologies3
#CandidateExperience
@SmashFly
@cbrablc
@ShelbyBurghardt
Say hi on Twitter!
© 2017 SmashFly Technologies4 © 2017 SmashFly Technologies4
• Why Personalize?
• 5 Myths on Personalization in the Candidate Experience
• Quick Start Guide
• Q & A
© 2017 SmashFly Technologies5 © 2017 SmashFly Technologies5
© 2017 SmashFly Technologies6 © 2017 SmashFly Technologies6
Because it’s expected by
candidates.
© 2017 SmashFly Technologies7 © 2017 SmashFly Technologies7
© 2017 SmashFly Technologies8 © 2017 SmashFly Technologies8
© 2017 SmashFly Technologies9 © 2017 SmashFly Technologies9
© 2017 SmashFly Technologies10 © 2017 SmashFly Technologies10
© 2017 SmashFly Technologies11 © 2017 SmashFly Technologies11
© 2017 SmashFly Technologies12 © 2017 SmashFly Technologies12
© 2017 SmashFly Technologies13 © 2017 SmashFly Technologies13
© 2017 SmashFly Technologies14 © 2017 SmashFly Technologies14
Personalization is about jobs.
© 2017 SmashFly Technologies15 © 2017 SmashFly Technologies15
Personalization is about jobs.
69% of candidates are
likely to apply if the
employer actively
managers its employer
brand
© 2017 SmashFly Technologies16 © 2017 SmashFly Technologies16
• Talent acquisition doesn’t sell jobs; it sells brand & culture
• Deliver valuable content that candidates truly care about
• Provide an authentic look into your workplace & culture
Personalization is about jobs.
© 2017 SmashFly Technologies17 © 2017 SmashFly Technologies17
• Showcase your culture through your career site, social channels,
Talent Network newsletters, profile on The Muse, etc.
• Create a unique company hashtag that your employees can use
to share insight (i.e. #workingatTR)
• Respond to reviews on Glassdoor; both the good & the bad
Personalization is about jobs.
© 2017 SmashFly Technologies18 © 2017 SmashFly Technologies18
Personalization is about jobs.
Send content other than jobs:
• Employee stories
• Career development
• Industry news
© 2017 SmashFly Technologies19 © 2017 SmashFly Technologies19
Personalization is about jobs.
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Personalization only happens
on the career site.
© 2017 SmashFly Technologies21 © 2017 SmashFly Technologies21
Personalization only happens on the career site.
Candidates touch 12-18
sources of information
before they apply to a
job.
74% of candidates who
click apply… never
complete the application.
Source: SmashFly
Source: Inavero
© 2017 SmashFly Technologies22 © 2017 SmashFly Technologies22
LinkedIn InMailfrom Recruiter
LinkedIn Job Description
LinkedIn Company
Career Page
Job Function Landing Page
Company Website
Career Website
Employee Video
/ Testimonial
Friend/Family Member who is
currently an employee
Glassdoor
Company Blog
Social Channels
Talent Community
EmailApplication
START
© 2017 SmashFly Technologies23 © 2017 SmashFly Technologies23
Personalization is just “Hi First
Name!” in an email.
© 2017 SmashFly Technologies24 © 2017 SmashFly Technologies24
Personalization is just “Hi First
Name!” in an email.
True personalization means
every individual sees something
different.
© 2017 SmashFly Technologies25 © 2017 SmashFly Technologies25
True personalization means every individual sees something different.
• Personalizing via segmentation:
– By job family (sales, design, engineering, etc.)
– By career stage (internship, entry-level, C-level, etc.)
– By persona/initiative (veterans, leadership development, etc.)
– By country/region
© 2017 SmashFly Technologies26 © 2017 SmashFly Technologies26
Segment: Job Family (Sales)
© 2017 SmashFly Technologies27 © 2017 SmashFly Technologies27
Segment: Career Stage (Early Careers)
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Segment: Country (U.S. vs. India)
© 2017 SmashFly Technologies29 © 2017 SmashFly Technologies29
True personalization means every individual sees something different.
• Personalizing via segmentation:
– By job family (sales, design, engineering, etc.)
– By career stage (internship, entry-level, C-level, etc.)
– By persona/initiative (veterans, leadership development, etc.)
– By country/region
Segmentation can result in
14.63% more opens &
94.27% more clicks.
Source: MailChimp
© 2017 SmashFly Technologies30 © 2017 SmashFly Technologies30
True personalization means every individual sees something different.
© 2017 SmashFly Technologies31 © 2017 SmashFly Technologies31
Personalization is difficult and
expensive, and requires a
complete overhaul of your
strategy.
© 2017 SmashFly Technologies32 © 2017 SmashFly Technologies32
Personalization is difficult and expensive, and requires a complete overhaul of your strategy.
• Use free/inexpensive tools to personalize on a budget:
– Canva
– If This, Then That (IFTTT)
– SurveyMonkey
– RivalIQ
• What other tools are you utilizing?
© 2017 SmashFly Technologies33 © 2017 SmashFly Technologies33
• Truth #1: It’s not just about jobs.
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• Truth #1: It’s not just about jobs.
• Truth #2: It happens on more than just your career site.
© 2017 SmashFly Technologies35 © 2017 SmashFly Technologies35
• Truth #1: It’s not just about jobs.
• Truth #2: It happens on more than just your career site.
• Truth #3: It’s bigger than “Hi FirstName!”…
© 2017 SmashFly Technologies36 © 2017 SmashFly Technologies36
• Truth #1: It’s not just about jobs.
• Truth #2: It happens on more than just your career site.
• Truth #3: It’s bigger than “Hi FirstName!”…
• Truth #4: …But it’s not out of reach, either.
© 2017 SmashFly Technologies37 © 2017 SmashFly Technologies37
• Truth #1: It’s not just about jobs.
• Truth #2: It happens on more than just your career site.
• Truth #3: It’s bigger than “Hi FirstName!”…
• Truth #4: …But it’s not out of reach, either.
• Truth #5: Personalization isn’t difficult or expensive – and you can start doing
it today.
© 2017 SmashFly Technologies38 © 2017 SmashFly Technologies38
1. Start small – take a look at the channels and resources available to you
and determine where you want to focus first (career site, social media,
content generation, etc.)
2. Determine your segments – once you determine your audience, then you
can work on how you plan to message to them & edit your career site
accordingly
3. Survey your candidates – find out what your candidates are looking for in
an employer then you can craft your messaging to show them what’s “in it
for them”
© 2017 SmashFly Technologies39 © 2017 SmashFly Technologies39
4. Repurpose existing content – take a look at the content you have
available to you and repurpose the content that is relevant to your
audience (i.e. blogs, employee social media posts, awards, etc.)
5. Engage, engage, engage – answer their questions on social, respond to
them on Glassdoor, ensure recruiters are following up in a timely manner
© 2017 SmashFly Technologies40