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Results Driven MarketingBuilding an organization focused on measurable outcomes
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Agenda
• What is it and what does it matter?• Determining your KPI• Tracking and refining• Building a budget• Evaluating tools• New ideas and models
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Recruiting is about connecting people
to jobs.Not people to ads.
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Marketing Paralysis
Social Media
Niche Job BoardsAggregators
Talent Communities
CRM
Matching Services
Review Sites
Search
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Results Driven Marketing
• Marketing strategies that are developed with Key Performance Indicators (KPI) in mind
• Tactics that support the strategy• Measurable results that lead to a ROI
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RESULTS!yay
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Points to ponder
.1%4.3%
CTR on Display
CTR on email
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MEANING…
99.9%90+%
Ignore your ad
Ignore your email
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DEVELOPING YOUR KPIInsights into getting started
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Awareness Consideration Purchase Advocacy & Loyalty
Developing KPI – Understanding P2P*
Consumer Marketing Path to Purchase (P2P)
Awareness Consideration Application Interview Hire Advocacy & Loyalty
Recruitment Marketing Path to Hire (P2H)
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P2H Supporting Metrics
Awareness Impressions Clicks CTR
Historically focused hereTrack them but know:
These are Metrics NOT Results
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P2H Supporting Metrics
Consideration Hard Leads Soft Leads Cost per Lead
Hard Lead ExampleSomeone who sets up an alert
Soft Lead ExampleSomeone who joins a talent
community OR Follows you on social media
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P2H Supporting Metrics
Application Applicant Quality
Cost per Application
Cost per Quality App
Defining Quality is tough, but achievable
Quality and Cost per Quality should be a CORE KPI
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P2H Supporting Metrics
Interview Declines Cost of Decline
Cost of NOT choosing
People who decline are costly
Not as costly as NOT choosing
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P2H Supporting Metrics
Hire Cost per hire
CORE KPI
Critical to get at this KPI, track and trend over time
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P2H Supporting Metrics
Advocacy & Loyalty
Cost per Referral
Lifetime Employee
Value
Toughest to achieve
Productivity measures and cost to replace are good places to start
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Create A Funnel
AwarenessTotal media impressions = 200M
Total clicks = 1M
ConsiderationBrand visitors = 200K
Hard leads = 1KSoft leads = 4K
ApplicationsQuality Applicants = 10k
Quality = 30%
Interviews2,000
Hires500
Sample funnel
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Analyzing the Funnel
AwarenessTotal media impressions = 200MM
Total clicks = 1M
ConsiderationBrand visitors = 200K
Hard leads = 1KSoft leads = 4K
ApplicationsQuality Applicants =
10kQuality = 30%
Interviews
2,000
Hires500
CTR is impressions/clicksIndustry Average is XOur average is Y
Lead conversionsCost/Lead
Calculate cost per hire
All apps/quality appsCost/quality apps
CTR is impressions/clicksAverage is Y
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BUILDING YOUR PLANDelivering against those KPI
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Sample Dashboard
Media Source % Quality
Referrals 40%
Aggregator A 32%
Social site A 31%
Job board A 29%
Sourcing tool A 28%
Aggregator B 28%
Job board B 25%
Social site B 22%
Job board C 20%
Sourcing tool B 20%Top 1
0 S
ou
rces
of
Qualit
y
Jan Feb Mar Apr May Jun Jul0
100020003000
Cost per hire
Site Visitors: 100,000
All Apps: 30,000
Quality Apps: 10,000
Interviews
1,000
Hires
300
20%
1%
8%
2%
1%
4,500# of “quality candidates in ATS
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Other Useful Dashboard KPI
• Cost per quality application– By role or department
• Top sourcing tools– By role or department
• Engagement by social media source• Increase or decreases in quality ratio– By role or department
Include what is most valuable to your organization
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Building a Budget
90% What Works Best
10% What Works Next
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Knowing What Works Best
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What About What’s Next?
Know the three R’s of trend spotting
Read Research Run
Know your company’s goals for the year &
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Evaluating Solutions
Will their solution impact your KPI?Remember:
More ≠ Better
Impressions ≠ Hires
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THANK YOUQuestions: Reach out to me on LinkedIn or Twitter!
@tparsons