how to be the amazon of recruitment: know your candidates
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#FutureCRM
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How To be the Amazon of Recruitment
Presented byPorter Williams, HireVue
Chris Brablc, SmashFly
#FutureCRM
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Meet the Presenters
Porter WilliamsDirector of Client ServicesHireVue@porterkwilliams
Chris BrablcDirector of MarketingSmashFly@cbrablc
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Agenda
The Consumerization of the Candidate Experience
How Marketers use data for better relationships
The Future of the Candidate CRM Record
Using Technology and Analytics to Measure Success
Q&A
#FutureCRM
The Universe Has ChangedCandidates are like consumers.
#FutureCRM
Agenda Consumerization of the
Candidate Experience
Employer Branding
Recruitment Marketing
Recruitment Analytics
Q&A
Candidates Expect:• Social Engagement• Relevant Content• Transparent Culture• Mobile Optimization• Fast Feedback• VALUE!
The Universe Has ChangedCandidates are like consumers.
#FutureCRM
Relationships Matter!
Marketing Team are ExpertsHow to influence buyer’s decisions
#FutureCRM
Marketers have more data than ever before
90% of all Data created had happened in the last few years.
The digital universe will reach 44 zetabytes in 2020, doubling every 2 years.
But, we utilize less than 5% of this data for analysis
http://www.emc.com/leadership/digital-universe/2014iview/executive-summary.htm
#FutureCRM
Creating Marketing Relationships with Data
Myth: “Big Data” has to be big
Most companies don’t have the necessary operating performance data to be successful.
Marketing Automation solutions were built to put otherwise disparate data in the hands of marketers.
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A Look at Amazon
#FutureCRM
What Amazon Captures About Me – Raw Data
Location Data
Credit Card Info
What I Buy
When I Buy What I Search
Products I View
#FutureCRM
Raw Data– Credit Card Information– Location– What I Buy (when I buy it)– What I search / view
What Amazon Captures About Me
What it Tells Them– Buying Patterns– What I watch & read– Hobbies / Interests– Life Trends
#FutureCRM
Raw Data– Credit Card Information– Location– What I Buy (when I buy it)– What I search / view
What Amazon Captures About Me
What it Tells Them– Buying Patterns– What I watch & read– Hobbies / Interests– Life Trends
Goal: Drive Conversion and Revenue
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Relevant
Why Amazon?
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Trustworthy
Why Amazon?
#FutureCRM
Easy
Why Amazon?
#FutureCRM
Simple...It’s All About Value!
Why Amazon?
#FutureCRM
How Can We Provide Value?
Why Us as an Employer?
#FutureCRM
Unknown
Today’s Talent Acquisition Strategy
Visitor Contacts QualifiedLeads Applicants Qualified
Candidates Employees
Attract Engage Nurture Convert Assess Sell
Job AdsEvents
Employer BrandSEO
Social
Career SiteLanding Pages
TN FormsReferrals
Call-to-ActionsJob AlertsSourcing
CRMTalent NetworkEmail MarketingDigital Interviews
Automation
Digital InterviewsSkill AssessmentsHiring Manager
Interviews
OfferEmployee Stories
Recruiter Follow-Up
#FutureCRM
Unknown
Today’s Talent Acquisition Strategy
Visitor Contacts QualifiedLeads Applicants Qualified
Candidates Employees
Attract Engage Nurture Convert Assess Sell
Job AdsEvents
Employer BrandSEO
Social
Career SiteLanding Pages
TN FormsReferrals
Call-to-ActionsJob AlertsSourcing
CRMTalent NetworkEmail MarketingDigital Interviews
Automation
Digital InterviewsSkill AssessmentsHiring Manager
Interviews
OfferEmployee Stories
Recruiter Follow-Up
Most Candidate Interactions are not tracked pre-applicant
#FutureCRM
Unknown
Today’s Talent Acquisition Strategy
Visitor Contacts QualifiedLeads Applicants Qualified
Candidates Employees
Attract Engage Nurture Convert Assess Sell
Job AdsEvents
Employer BrandSEO
Social
Career SiteLanding Pages
TN FormsReferrals
Call-to-ActionsJob AlertsSourcing
CRMTalent NetworkEmail MarketingDigital Interviews
Automation
Digital InterviewsSkill AssessmentsHiring Manager
Interviews
OfferEmployee Stories
Recruiter Follow-Up
Most Interview Data is not used to Make Educated Decisions
#FutureCRM
WORK HISTORY
REFERENCES
EDUCATION
SKILLS SUBJECTIVITY
#FutureCRM
PASSION
VALENCE
DISTRESS
PERSONALITY
SENTIMENT
RETENTION
COMMUNICATION
INTUITION
WORD COMPLEXITY
RESPONSE
WORD CHOICE
POTENTIAL
EXPRESSION
ENGAGEMENT
EMOTION
ATTENTION
WORK HISTORY
REFERENCES
EDUCATION
SKILLS SUBJECTIVITY
LANGUAGE ABILITIES
CONTEXTUAL SKILLS
BEHAVIOR
INTERACTION
DATAATTITUDE
YOUR CULTURE
YOUR POSITIONS
YOUR TEAM
YOUR COMPANY
BIG DATA
#FutureCRM
How do we begin capturing this data on candidates?
Questions we need to answer
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How do we begin capturing this data on candidates?
How do we use it to provide VALUE?
Questions we need to answer
#FutureCRM
CRM Candidate Profile of the Future
#FutureCRM
CRM Candidate Profile of the Future
1. Candidate Personas
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Buyer Personas
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Potential Candidate Persona
Background:• Where do candidates
come from• Location• Role
Demographics:• General Male-Female
Ratio• Average Age • Household Income
Goals and Interests:• Professional Goals• Hobbies / Interests• Personality Type
Where They Live:• Sites They Visit• Newsworthy Topics• Continuing Education
Job Search Data:• Unemployment Rates• Competitor Information• Industry Labor Trends
Critical Skills- Hard-to-Fill- Competitive- High Volume
#FutureCRM
Pro Tip: Leverage Automation to Target
Key Automation Rules– Use Pre-Determined Talent Network Forms to Identify key
personas– Automatically email communications to “Thank” all Talent
Network– Nurture candidates with targeted job openings and
employer branding contento Reach out to those that take action
– For hard to fill positions, have recruiters reach out directly with identified candidates.
Base Automation Rules on Important Stages in Process and Key Personas
#FutureCRM
CRM Candidate Profile of the Future
1. Candidate Personas 2. Digital Interviews
#FutureCRM
Digital Interviews
People are VoicesPeople are PersonalitiesPeople are Experiences
Bringing those to life at scale is the next era of HR.
#FutureCRM
Build Rich Candidate Profiles for Holistic View
#FutureCRM
PASSION
VALENCE
DISTRESS
PERSONALITY
SENTIMENT
RETENTION
COMMUNICATION
INTUITION
WORD COMPLEXITY
RESPONSE
WORD CHOICE
POTENTIAL
EXPRESSION
ENGAGEMENT
EMOTION
ATTENTION
WORK HISTORY
REFERENCES
EDUCATION
SKILLS SUBJECTIVITY
LANGUAGE ABILITIES
CONTEXTUAL SKILLS
BEHAVIOR
INTERACTION
DATAATTITUDE
YOUR CULTURE
YOUR POSITIONS
YOUR TEAM
YOUR COMPANY
BIG DATA
#FutureCRM
Data Driven Decisions
#FutureCRM
Iris
15,000PREDICTIVE
ATTRIBUTES
100,000XMORE DATA THAN A RESUME
HireVue Iris™ Deep Learning Analytics Engine
Data Driven Decisions
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Pro Tip: Ask the Right Questions
#FutureCRM
Candidate Profile of the Future - CRM
1. Candidate Personas 2. Digital Interviews
3. Social
#FutureCRM
We are all creating social footprintsLet’s use them to connect
#FutureCRM
94% are likely to apply for a job
If employer actively manages its employer brand2
12 sources of information are consulted
by consumers before making a purchase decision1
70% trust online reviews
and ratings as a source of brand info2
57% of the purchase decision
is made before a consumer talks with a supplier3
Employer Brand is Important
#FutureCRM
Pro Tip: Use Social in Recruiter Outreach
Social Data Can Provide Insight & Credibility– Have Recruiters check social footprint before writing email
or inMail– Create Email Templates with section for dynamic content
based on candidate social footprint– Have recruiters follow pipelined candidates on Twitter (the
candidate most likely will notice) Leverage Company Social Profiles on Glassdoor
and Indeed as content to “sell” candidates
#FutureCRM
CRM Candidate Profile of the Future
1. Candidate Personas 2. Digital Interviews
3. Social 4. Interactions
#FutureCRM
Influencing Consumers through Content
AwarenessStage
ConsiderationStage
DecisionStage
eGuideseBooks
White PapersEditorial ContentAnalyst Reports
WebcastsSolution
ComparisonsExpert Reviews
PodcastsVideo
Product ComparisonsCase Studies
Software TrialsTradeshows
Product Literature
Where are They Consuming Content?What Content are they consuming?
Marketing
#FutureCRM
Influencing Candidates through Content
AwarenessStage
ConsiderationStage
DecisionStage
Job PostingsSocial PostsCareer Blogs
Job AdsSourcing
Linkedin InMails
Glassdoor ReviewsDigital Interview
Job AlertsRecruiter Outreach
Personalized Content
Newsletters
Employee Testimonials
LinkedIn ContactsJob OpeningsCareer Fairs
Workplace Awards
Where are They Consuming Content?What Content are they consuming?
Recruiting
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Consistency in Employer Brand
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Consistency in Employer Brand
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Consistency in Employer Brand
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Consistency in Employer Brand
#FutureCRM
Consistency in Employer Brand
#FutureCRM
Pro Tip: Start Measuring Source of Influence
Measure all Candidate Touch-points
– Job Board Views & Clicks
– Career Site Page Visits– Email Opens and Clicks– Recruiter Follow-Up– Talent Network Form
Completions– Job Alert Send-outs– Recruiter & Hiring
Manager Feedback– Social Interactions– CRM Statuses– ATS Statuses
#FutureCRM
Pro Tip: Brand Sentiment (NPS)
#FutureCRM
CRM Candidate Profile of the Future
1. Candidate Personas 2. Digital Interviews
3. Social 4. Interactions
5. Referrals
#FutureCRM
Referrals are the #1 External Source of Hire
41% of all hires were internal candidates
19.2% were Referrals
http://www.careerxroads.com/news/2014_SourceOfHire.pdf
60% of all hires come from current employees &
advocates
#FutureCRM
Referrals are a Top Source of Hire but...
45% of companies have somewhat to no faith in ability to track referrals
Source: SmashFly 2015
Absolutely23%
Pretty Confident32%
Somewhat20%
A Little17%
No Faith8%
#FutureCRM
Using Candidate Contacts for Referrals
Expanding Referral Network beyond Employees leads to more referrals
Source: SmashFly 2015
28% 36%Among participants that
get referrals fromemployees only
Among participants that reach beyondemployees to get referrals
28%More referrals
56
#FutureCRM
ProTip: Leverage your Full Referral Network
Not Just Employees– Campaign to talent pipelines
around referrals– Keep track of referral rewards for
non-employees Central Communication:
Leverage your RMP to communicate with candidates but employees, alumni, fans, partners and contractors to drive referrals as well
#FutureCRM
CRM Candidate Profile of the Future
1. Candidate Personas 2. Digital Interviews
3. Social 4. Interactions
5. Referrals 6. Evaluation & Measurement
#FutureCRM
Technology – Sales / Marketing Model
EmployeesCustomer
RM
ApplicantsSales CRM
Marketing Automation
Software
Customers
Prospects
Leads
#FutureCRM
Technology – Current TA Model
Employees
HRIS
Applicants
ATS
CRMSocial
Career Site
Employer Brand
ReferralsMobile
Job Distribution
SEO
Employees
Applicants
Leads
#FutureCRM
Technology – Near Future TA Model
Employees
HRIS
Applicants
ATS
RECRUITMENTMARKETINGPLATFORM
Employees
Applicants
Leads
#FutureCRM
Determine Flow and Stages that determine candidate progression (build into CRM)
What do you need to see and know to move a candidate on?
Drive candidates along personalized Candidate Experience designed to:1) Build Interest in your
Company2) Qualify their Skills
Determining Candidate Quality
Awareness
Consideration
Qualified & Interested
Application
Selection
Hire
#FutureCRM
Data Driven Qualification
#FutureCRM
Build Larger Targeted Pipelines
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Goal: Convert More Qualified Candidates
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Learn More about HireVue
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Learn More about SmashFly
Blueprint for SuccessSmashFly Total RecruitmentMarketing Platform.
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Q&A
Porter WilliamsDirector of Client ServicesHireVue@porterkwilliams
Chris BrablcDirector of MarketingSmashFly@cbrablc