employer branding and recruitment marketing about me · according to the linkedin’s 2017 global...

2/15/2018

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Employer Branding and

Recruitment Marketing

• Staffing and Search Industry since 1991• Line Recruiter, Recruiting Manager,

Account Exec/Biz Development, Managing Partner and Strategic Consultant to the Industry

• Co-Founder and Partner of echogravity – founded in 2011

• Current role is to run operations, sales and strategy for echogravity

About Me

2/15/2018 echogravity2

echogravity is an Inbound marketing agency that focuses on building desirable brands, beautiful and engaging websites, market and prospect awareness, and lead

generation opportunities for companies in the Staffing and Recruiting space.

About echogravity


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Employer brand is the term commonly used to describe an

organization's reputation as an employer, and its value

proposition to its employees, as opposed to its more general

corporate brand reputation and value proposition to customers.-Wikipedia

According to the LinkedIn’s 2017 Global Talent Trends, 80% of

leaders acknowledge that employer branding has a significant

impact on their ability to hire talent.

Employer Brand Defined


Recruitment Marketing Defined


Recruitment marketing is the strategies and tactics an

organization uses to find, attract, engage and nurture talent

before they apply for a job, called the pre-applicant phase

of talent acquisition.

-Wikipedia

Why are these terms important

now?


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Significant Staffing Growth


The Gig Economy


Shift to the Gig Economy - a labor market characterized by the prevalence of short-

term contracts or freelance work as opposed to permanent jobs.

Unemployment Lows of the

dot.com Era


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Leavers, Entrants, Losers at 30

Year Lows


71% not getting qualified applicants


Marketing is No

Longer Just a Client

Acquisition Activity


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The Candidate Experience Journey


Recognition

Consideration

Appeal

Application

Selection

Hire

Brand Awareness and Recruitment Marketing

Recruiting and Selection


More About the

Candidate Journey


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Brand Awareness and Recognition



How do you inform?

• Be Honest • Share Employee Perspectives• Describe what makes you

different• Clarify Vision and Strategy- The

HOW and WHY• Be Forthcoming about Retention-

good and bad

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Employer Branding Investment


Who is Responsible

for Managing

Employer Branding

and/or Recruitment

Marketing?


“Let’s Have the Admin Do It”


…he/she has extra time on their hands

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“Let’s Hire an Intern”


“The Recruiters can do it”


Don’t they have orders to fill?

…and they are measured every which way, except marketing results.

Staffing Operations Require Shift


* This is not a low cost solution. It needs to be part of your strategic direction

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“If I could fill 50% of my open positions,

I would double my business”


Steps To Take


Understand B2B vs. B2C


B2BStaffing

Firm/Client Relationship

B2CStaffing

Firm/Candidate Relationship

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Define the Buyer Persona


A buyer persona is a semi-fictional representation of your ideal

customer based on market research and real data about your existing

customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals.

Primary Audience - ClientsLarge Light Industrial Companies

Plant Manager

Goals & Challenges

The plant manager needs assistance with staffing and filling positions along with additional HR services. Goal is to have the bottom line - product out the door. Looking at big picture

Needs & Concerns

The plant manager's biggest concern is production - getting product out the door and getting the staff needed to make that happen. They are focused on cost and keeping production lines running.

Owner

Goals & Challenges

The owner is not as involved with day to day operations. They trust the staff to work with staffing services to get the job done. They are also not as engaged in the process. We have contact with owners in smaller manufacturing facilities.

Needs & Concerns

The owner is concerned with the cost of getting staff in to get the job done. The owner often trusts plant managers to fill this need.

The Buyer Persona - Client


The Buyer Persona - Candidate


Secondary or Additional Audience Type - CandidatesTalent

Production/ Manufacturing

Goals & Challenges

Their goal is to get a job. They are looking for a position to go from temp to full time.

Needs & Concerns

Candidates want to be placed with compaines who care about safety and have the potential for a long-term relationship.

Skilled Labor

Goals & Challenges

Candidates want to make money and keep the job.

Needs & Concerns

They are concerned with quality of the positions and are looking for high integrity employers.

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• Consistency in the Message

• Forces the understanding of the candidate

• Training

• Recruiter/Sales training- people need to be brand ambassadors

• Tech/industry/skillset education and knowledge

• Soft skills development of the staff – Role Play

• Listen to the buyers – what do they really want?

The Importance of the Buyer

Persona


Document Your Value Propositions


Differentiation from the competition is a top concern for recruiters- 57% surveyed

• Are yours unique?

• Are they documented?

• How will they be communicated?

• Do you train your staff?

• How do they affect the buyer/candidate experience? (in the buying cycle, not just the aftermath- in other words, can it work when people are buying versus after they get to know you?)

• How often do you review them?

• Create a feedback loop to validate

• Test your value propositions!

Value Propositions – What to Know


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Manage the Assets

Where does your messaging exist?


WHY

• Candidate traffic is moving to the website

• Pay attention to other assets including boards and social platforms

WHAT

• Home page-core messaging

• Jobs page – not just a feed from the ATS

• About us page

• Social Feeds

Your Website


Website Traffic from Social


• 10,991 visits in last 2.5 years from social referral. Current visitor run rate is ~150/week. Social referral traffic increase of 10x in less than 3 years

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Traffic to “Career” Pages (jobs)


• 58,463 visits in last 2.5 years to pages with “career” in URL (mostly jobs). Current visitor run rate is ~130/day. Traffic to open positions has increased 4x in less than 3 years

WHY

• Niche player, thought leader, DIFFERENTIATOR

WHAT

• Active AND SMART blogging

• Downloads – ebooks, guides, graphics

• Press Releases

Content has to have a purpose and be engaging. (sproutsocial)


Content

The Content Pyramid


Core content theme(s) and related downloadable

Derivative content: blogposts, case studies, infographics, slideshares

Micro-content: Social media posts, memes

Source: Curata

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Example Template: Editorial Calendar

Publish DateContent Format

TopicTarget

AudienceAuthor Call to Action

Social (LIpublishing, sponsored ads, etc.)

Notes (ex. Sources to research/ person to interview)

Email campaign?

Measuring Content Engagement


Content Marketing Metrics Q3 Q4

Totals Totals

Blog Posts 5 6

Press Releases 1 2

Consultant Spotlights 2 3

eBooks 0 0

Slideshares 0 0

Video 0 0

Case Studies 0 0

Total pieces of content* 8 11

Unique views 687 1478

Avg time on page 2:36 3:12

Social Shares 119 583

Avg Unique views per post 86 134.36

Avg Social Shares 15 53

Key Metrics for Brand Awareness. Parlays into job posting traffic.

• Be generic

• Be too short

• Be like everyone else

• Forget to tell a story

• Forget to promote your brand

• Miss a CTA opportunity

• Not address your BUYER PERSONA’s (look at analytics!)

Content- What you DON’T want to do


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Social Media


79% of job seekers use social media

during their job search

Implement a Social Media

Calendar


DAY DATE TIME MESSAGE LINK CAMPAIGN NAMEWEDNESDAY

2/1/2017 7:00:00 AMAre Your Bad Sleep Habits Ruining Your Contact Center Career? http://go.shr.lc/2f9X4x8 Blue Ocean Blog

2/1/2017 9:00:00 AM

2/1/2017 11:00:00 AMAI in CX: Real or Superficial Intelligence? http://ow.ly/hhyJ308y237 Curated

2/1/2017 1:00:00 PM

2/1/2017 3:00:00 PMHow better customer experience translates to revenue growth

http://www.zdnet.com/article/how-better-customer-experience-translates-to-revenue-growth-per-forrester-research/ Curated

2/1/2017 5:00:00 PMTHURSDAY

2/2/2017 7:00:00 AMFour things you need to know about mobile CX in financial services http://ow.ly/Opkk308y2df Curated

2/2/2017 9:00:00 AM

2/2/2017 11:00:00 AM

2/2/2017 1:00:00 PMEvolving Customer Service to the Next Level in 2017 http://ow.ly/Qzmb307GSrS Blue Ocean Blog

2/2/2017 3:00:00 PMThe secrets to successful CX transformation: How to teach the elephant to fly http://ow.ly/F5wf308y2Ld Curated

2/2/2017 5:00:00 PM


Source: LinkedIn

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Millennials Relate to Charity


Employee Testimonials


Employee Recognition


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Showcase Your Culture


WHAT

• RSS or targeted messages to candidates

WHY

• It’s cheap

HOW

• Nurture marketing- be present when the time is right

• Communicate your differentiators and culture

• Highly targeted

• Segment your ATS lists to communicate the right things to the right people

• Don’t Forget! Email can also be used for internal candidate recruiting- Big area of growth for us right now.

Email Marketing


Email Marketing Plan


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29% found their current jobs

through someone they knew at the

company

40% applicant conversion rate for employee referrals

67% of recruiters report a shorter recruiting process for referrals

15% of active candidates are reaching out to their personal

network to find a job: LinkedIn

Referral Marketing is Growing


Measuring Success


At least 39% of companies face recruitment challenges because they lack metrics to measure the effectiveness of their sourcing.

33% lack full-cycle metrics that offer reliable insight into the precise problem in their strategies from sourcing to hiring.

Measurement


http://www.business2community.com/marketing/recruitment-marketing-guide-innovative-recruiters-01753312#6SZ2DtZZuT2Op0eR.97

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Cost Per Applicant


Total Expenses

Actual Applicants

Cost Per Hire


Total Expenses

Actual Hires

There is a direct correlation between visitors and hires.

Increase candidate marketing=

Increase website visitors=

increase in job views=

more applicants=

More Hires

Website Visitors to Applicants


Website Visitors

Total Applicants

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On average, the industry conversion rate from applicants to interview is about 12%.

This metric is about the entire customer journey. Application-to-hire metrics identify where marketing messages need to be strengthened and where recruiter activities (interview prep, relationship building, closing activities, etc.) need to be reinforced.

Application to Hire


Hires

Total Applicants

Speed is crucial in a candidate-driven market. Time-to-

hire is directly related to the cost-per-hire.

As recruitment marketing strategies become more

sophisticated and fine-tuned, the overall time-to-hire

can improve by as much as 39% from less refined

programs.

Time to Hire


Metrics such as retention ratios and performance ratings looks at

the long-term deliverables of recruitment marketing strategies.

Staffing companies are capable of improving the quality of their

candidates by 31% compared to those that lack a focused and

mature strategy.

Retention rates even promise to go up by 25% as staffing firms

improve their ability to target the right passive candidates and

propel them through the full recruitment lifecycle.

Quality of Hire


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☐ Evaluate existing processes and marketing efforts

☐ Decide who’s in charge and establish a communication plan

☐ Craft a value proposition to reflect your history, culture, niche, etc.

☐ Determine your Buyer Personas in order to customize your messaging

☐ Explore and invest in a variety of recruitment marketing channels, including:

- Leveraging your ATS and available add-ons

- Getting the help of a marketing agency that specializes in staffing

- Training your recruiters in recruitment marketing

☐ Map out the Candidate Experience to ensure engagement continues from start to finish

☐ Measure your progress, using specific ratios and statistics

☐ Conduct a regular evaluation

Checklist



www.echogravity.com

[email protected]

847-960-3302

http://www.echogravity.com/

mailto:[email protected]

employer branding and recruitment marketing about me · according to the linkedin’s 2017 global...

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