webinar: attracting talent in community / human · pdf fileattracting talent in community /...

Howtoturnyourcustomer-firstrecruitmentchallengeintoanopportunity

WEBINAR:AttractingTalentinCommunity/HumanSupportServices:

Date: November2017Preparedandpresentedby:

MarkPuncherHeadofEmployerBrandingmark.puncher@employmentoffice.com.au

AurelioTedesco-GueliShortlisting&[email protected]

AlexaLittletonRecruitmentAdvertisingSpecialistalexa.littleton@employmentoffice.com.au

THEREVOLUTIONARYWAYTORECRUIT

Format

1. Introduction– Peoplemattermost;whyrecruitingthebestjustgotharder

2. EmployerBranding

3. RecruitmentAdvertising

4. Shortlisting,SelectionandCandidateExperience

5. Finalthought– TimeforTalentPooling

6. Questions


Introduction

THEREVOLUTIONARYWAYTORECRUIT(Ifonly we’dthoughtofthat.)

“Clients do not come first. Employees come first.If you take care of youremployees, they will take

care of the clients.”


It’shardertorecruitandyou’resharpeningyourcriteria

Youneedtoretainthebestandshiftmindsetsandbehaviours

There’smorecompetition,moreaggressivetargetingandsomuchgreenergrass

84% of people would consider leaving

their current company if another company with an

excellent reputation offered them a job.

51% of employees are

actively looking for a new opportunity.


Anewbreedofcandidate?Orjustanewdeal?


Recruitment has changedShortlist?

Progress?

Offer?

Whodowewant?


Recruitmentin2017=SalesandMarketingFirstExplore?

Apply?

Attend?

Continue?

Accept?

Commit?

Shortlist?

Progress?

Offer?

WhatdoIwant?

=RecruitmentMarketing


Candidates are acting like customers. On average, they use 18 different resources when researching a prospective employer.


Millennials will make up 50% of

the global workforce by

2020. They think about their job

and their employer as anextension of themselves,

and the image of their employer matters.


Recruitmentmarketingrequiresamasteryof…

Proposition&ValuesStrategyProcess

Systems

RecruitmentAdvertising

Shortlistingand

Selection

CandidateManagement

EmployerBranding


EmployerBranding


What’sthe(stereotypical,simplistic)reality?

Hardjob,poorpay,underpinnedbyadesiretohelp.


Switchfactors?(Quitetransactional)

Thegoalisagoodbalance:Deliveronthetangible and‘direct’andelevateyourbrand,andyouremployeerelationship,beyondthosethings.

Thebiggoal?Advocacy.Thebiggestweapons?Purposeandbelonging.


What matters most?

A powerful

Employee Value Proposition

which resonates with your target audiences and which is authentic

Identification and understanding of your target audiences

A clear and objective understanding of your employer brand, ideally vs those of your

talent rivals

An Employer Branding Strategy which:

• Underpins your overall recruitment strategy

• Synchs with your campaigns• Can and will be implemented

Optimisationofyourcore,ownedassetsto:• BringyourEVPtolife

(show,nottell);and• drivemeaningful,relevant,

consistentmessaging

OngoingmarketingandcommsacrosschannelstoamplifyyourEVPanddriveuprecruitmentandretentionoutcomes


EmployerbrandingstrategiesandsupportIfyouaretoconsistentlyattracthigher-calibre peoplewiththerightprofileandmotivationstodriveyouforward,youmustlookstrategicallyathowyouengageyourtargetaudiencesandshapetheirperceptionsofyou.

UNDERSTANDyouraudiencesandyourbrand

ARTICULATEyourunique,authenticproposition

AMPLIFYyourmessagetotherightpeople

LIVEyourEVPandpracticewhatyoupitch

MEASUREyourresults,growyourimpact

1.

2.

3.

4.

5.

Therevolutionarywaytorecruit employmentoffice.com.au

EO’S5STEPSTOGREATEMPLOYERBRANDING


Understand and Articulate: How to uncover and articulate your EVP

1. Identify and understand your audiences (Profiles really help!)• Who are they? Where are they? • What do they want / need? What matters? • How do they behave? How do they talk?

2. Understand your employer brand among those audiences – how / what they feel about you• Research and engagement – This is key!• Uncover proposition pillars: Key strengths / points of differentiation? Weaknesses?

What’s the angle / experience?• Execution SWOT: What are your opportunities and threats based on your

audiences and the competition? How can you bring this to life?

3. Formalise and articulate your EVP – Clearly state your offer, bring it to life and back it up • Start with an internal framework, then build out

Then start thinking about how you show it…

What has changed?


Amplify: Bring your talent offer to life and take it to the right people

1. Always be recruiting – engage engage engage 2. Have a clear, actionable plan (no matter how basic)3. Content is king, People are the empire!4. Stories matter most 5. Measure!

OurNHCpeoplestorieshavetransformedsocialandonsiteengagementwithcareerscontent.ThisfeaturestoryonZibeon Fieldingearnedanorganicfacebookreachof13,610people (despiteNHChavingadirectfollowingofonly1500people),310likes/loves,49

commentsand36shares


RecruitmentAdvertising


Theartofsuccessfulcandidateattraction

Anyonecanwritecopyandpostjobsonline,right?Wrong!Thereare2criticalcomponentstosuccessfulcandidateattraction:1. Kick-asscopy2. Atargetedadvertisingstrategy


Sowhatis‘Kick-assCopy’?

Whenreviewingyourcopyremember:

• Whoisyourtargetaudience?• Whenwasthiswritten?Isitstillrelevant?• DoesitreferenceyourEVP?Ifnot,whynot?• Isittransparent?


TargetedAdvertisingStrategy

Whendeterminingthebestadvertisingstrategy,considerbothactiveand passive attractiontechniques– comprehensivecampaignsarekey!


Passivecandidateattraction

Somethingtoconsider….

Wheredoesyouridealcandidatesitwithinthecurrentmarket?


Passivecandidateattraction-Whyisthisimportant?

Asthecompetitionfortalentcontinuestoheatup,employersarerequiredtotakemoreactioninordertoattractthebesttalent.

• Candidatedrivenmarket• Shiftinbalanceoftimespentonrecruitmentfromscreeningapplicationsfromactivejobseekerstohuntingfirstratetalentinpassivecandidatepools

• Notcurrentlyheadhunting?Restassuredyourcompetitorsare.


Activecandidateattraction

WhatelsecanyoudotogetbetterROIonyouradvertisingspend?

• Investinjobadtemplatesand/orskins• Embedvideosand/orimageryinyourads• Worksmarternotharder• Useyournetworks

Andfinally… rememberthatyoushouldalwaysberecruiting.


In summary…

Candidateattractionishard.Attractingtherightpeopleforyourorganisationandwhatyouaretryingtoachieveisharder.

Setyourselfupforfuturesuccessbyensuringyou:

• Knowyourtargetaudienceandwhattheywant.• Alwaysberecruiting.• Makeyourcopysing.• Betransparentaboutthegoodandthebad.• Haveacomprehensiveadvertisingstrategythatreachesactiveand passive

candidates


Shortlisting,SelectionandCandidateExperience


Whoistheperfectcandidate?

ArticulatethisOutwardandInward

Behaviours

Adaptability

Flexibility

RelationshipDevelopment

MakeOrBreaks

Experience

Qualifications

Availability

StakeholderBuy-in


UseYourTools


Behavioural Interviewing• Targetyourquestionsawayfromexperienceandtowardsdesiredbehaviours.

• Askforreallifeexamples.• Screenfortherightperson,notthebestlookingoneonpaper.

VideoInterviews• Highlightcandidatepersonalpresentation,

bodylanguageandothernon-verbalclues.• Effectivelyengageyourcandidates.• Ruleouttheobviousunsuitables in

minutes.


RecruitmentTools

EffectiveRecruitmentSoftware• Managehighvolumesofcandidatesefficiently.• Communicatewithcandidatesmoreefficiently.• Provideastrongercandidateexperience.

GroupAssessmentDays• RecruitinBulk.• Seefirst-handCandidateBehaviour.


CandidateCare

• PainlessApplicationProcess.

• ClearlyCommunicatedTimeframes.

• EveryCandidateGetsanOutcome.


Finalthought– TimeforTalentPooling?(Definitely)


Talentpooling

• Nolongeranicetohave– averypowerfultool,ifyoudoitright

• Buildapooloffutureapplicants:• pastapplicantsandemployees!• EOIs

• Nurture! Developbrandappreciationandawarenesssothatyouhaveareadypoolofcandidateswhoareinterested/excitedtoworkwithyou


Questions

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