The Trilogy of Modern Talent Acquisition: Employer Branding, Recruitment Marketing, Unified...
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Transcript of The Trilogy of Modern Talent Acquisition: Employer Branding, Recruitment Marketing, Unified...
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
The Trilogy
of Modern Talent
Acquisition:
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
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Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Featured Speaker
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Featured Speaker
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Agenda
Consumerization of the
Candidate Experience
Employer Branding
Recruitment Marketing
Recruitment Analytics
Q&A
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Agenda
Consumerization of the Candidate
Experience
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Who is a Candidate?
Can-di-date: anyone who is engaging with your
employer brand while exploring the possibility of a
new job, now or in the future, who hasn’t applied, or
is no longer being considered for a position.
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Consumerization of the Candidate Experience
1. Candidates Are In
Control
1. Candidates
Research Like
Consumers
(Because They
Are)
1. Candidates Care
About Culture AND
Jobs
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Today’s Candidates
51% have buyer’s remorse
due to an inaccurate picture of the job
70% trust online reviews
and ratings as a source of brand info
95% are influenced by reviews
from those inside the company
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Employer Branding
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Lars SchmidtFounder, AmplifyTalent.com
“Having a strong
employer brand
is no longer a luxury,
it’s an imperative.”
Let’s Talk about What an Employer Brand Is…
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
What is an Employer Brand?
Culture
Employee Opinions
Candidate Opinions
Corporate Brand
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Monitoring Your Own Brand’s Performance
Understand employees’ likes and dislikes
Monitor candidate activity
Target key demographics
Drive targeted awareness around specific initiatives
Compare your company with competitors
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Recruitment Marketing
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Recruitment
Marketing:
Everything you do to
promote your employer
brand and attract,
engage and nurture
qualified candidates
pre-application.
What is Recruitment Marketing?
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Beginning the Relationship Earlier
with Recruitment Marketing
R + RM = MR
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Content That Helps Convert - Awareness
Blog Articles
Employer Brand
Content
Job Ads
Events SEO Landing Pages
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Content That Helps Convert - Consideration
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Content That Helps Convert - Application
• Newsletters
• Targeted Job Campaigns
• Recruiter Engagement
• Company News
• Industry Articles
• Continuing Education
• Webinars
• Blogs
• White Papers
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Pro-Tip: Curate First, Create Second
Leverage industry
thought leaders to
deliver meaningful
content to
candidates via
newsletters and
social
• Subscribe to all
content channels
from Marketing
• Use Feedly to keep
up to date with
industry
publications
• Determine a
“content” expert on
team
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Recruitment Analytics
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Baseline Measures for Talent Acquisition Success
0
500
1000
1500Today’s Metrics:
Filled Jobs
Time / Fill
Cost Per Hire
Cost Per Applicant
Cost Per Qualified Candidate
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
2015: What TA will be measured on - Brand
Brand
• Brand Sentiment
• Brand Awareness
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
2015: What TA will be measured on – Talent Network
• Current Talent Pipelines
• # of CRM Contacts Per Month
• Per Critical Skill Family
(Sales, Engineering, Developers, etc.)
• % Nurtured to Conversion
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
2015: What TA will be measured on – Conversions
Qualified Candidate Per Source
Hires Per Source
Sources of Influence
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
5 Keys to Unified Analytics in Talent Acquisition
Complete: Is everything be measure?
Real-time: Is the data current?
Centralized: Is work required to combine data sets?
Accurate: Is there trust in systems for data capture?
Integrated: Is the data integrated across strategy?
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
The Modern Recruiting Organization
The Modern Recruiting Strategy is...Brand Led,
Recruitment Marketing Executed,and Data Driven.
Recruitment
Marketing
Unified
AnalyticsEmployer
Brand
Confidential and Proprietary © Glassdoor, I01nc. 2008-2015 #ModernRecruiting
Questions?
Type them into the question pane
Chris Brablc
Director of [email protected]
@cbrablc
http://blog.smashfly.com/
Dina Rulli
Talent Acquisition Manager [email protected]
@dinascucina