Getting to the Next Level in Recruitment and Candidate Engagement
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The document outlines different levels of improving candidate engagement efforts across key areas like employer branding, recruitment marketing, applications and sourcing, screening and interviews, and offer letters and pre-onboarding. It provides specific tactics at each level such as personalizing content, maintaining an engaged talent pool, removing obstacles from applications, and involving managers in the pre-onboarding process. The overall message is that optimizing candidate engagement requires analyzing current efforts, identifying the next levels of improvement, and measuring the impact.
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Getting to the Next Level in Recruitment and Candidate Engagement
- 2. JD Conway Head of Talent Acquisition BambooHR Chad Roudebush Recruiter & Recruitment Marketing Manager Jobvite
- 3. The competition for talent is high. 3.9% unemployment rate 4 job changes within first 10 years
- 4. 83% a negative experience can change their mind 87% a positive experience can change their mind Candidate engagement makes the difference.
- 5. What are you doing now? What can you do to get to the next level? 1. Employer Branding 2. Recruitment Marketing 3. Applications and Sourcing 4. Screening and Interviews 5. Offer Letter and Pre-Onboarding
- 7. Level 1 Use What You Have
- 8. bamboohr.com jobvite.com Level 1 - Use What You Have ● Create and refine careers page ● Maintain consistent contact with candidates ● Utilize social channels for clear, consistent branding
- 9. Level 2 Know Your Audiences
- 10. bamboohr.com jobvite.com Level 2 - Know Your Audiences ● Start personalizing content for various audiences ● Understand each team within your organization ● Work with marketing team to build content for career site or social channels
- 12. Level 3 - Create Relationships ● Forge relationships with candidates ● Maintain engaged talent pool ● Create brand advocates within organization and talent pool ● Expand recruiting team and delegate employer branding efforts 81% Vocalize positive experiences 66% Vocalize negative experiences
- 13. bamboohr.com jobvite.com Level 3 - Create Relationships
- 15. Level 1 Find Your Target
- 16. bamboohr.com jobvite.com Level 1 - Find Your Target ● Choose efforts wisely ● Target for highest priority positions ● Select channels where you’ll reach target candidates ● Build on strengths instead of branching out to new channels right away
- 18. bamboohr.com jobvite.com Level 2 - Maintain Contact ● Create content for the right channels and in the right formats ● Build evergreen campaigns to continually send out content ● Watch trends and establish your own benchmarks ● Identify where your efforts have been the most effective
- 20. bamboohr.com jobvite.com Use email campaigns to reach out to new communities Use landing pages to collect more info about your audiences Email follow-ups keep talent engaged
- 22. bamboohr.com jobvite.com Level 3 - Get Specific Use reports to understand and improve your marketing efforts: ● Source report conversions ● Funnel report conversions
- 23. bamboohr.com jobvite.com Level 3 - Get Specific ● Visit people in person ● Research user groups and discover where candidates are hanging out ● Attend events ● Seek out speaking opportunities
- 26. bamboohr.com jobvite.com Level 1 - Remove Obstacles ● Test your own application process ● Set expectations ● Keep application simple and focused on only the necessary info
- 27. bamboohr.com jobvite.com Shortening your time to apply increases your click-to-apply rates and lowers cost-per-applicant
- 28. Level 2 Narrow the Pool
- 29. bamboohr.com jobvite.com Level 2 - Narrow the Pool ● Focus on high-touch sourcing for key departments or evergreen positions ● Find the balance between personalization and high-touch communication ● Turn to your talent pools for initial outreach ● Research and cut down list ● Don’t be afraid to shut down job postings if you have enough candidates
- 30. Level 3 Specialize Your Efforts
- 31. bamboohr.com jobvite.com Level 3 - Specialize Your Efforts ● Scale your team ● Specialize recruiter knowledge bases ○ Candidate types ○ Channels ○ Departments or teams
- 33. Level 1 Use What You Have
- 34. bamboohr.com jobvite.com Level 1 - Use What You Have ● Set clear expectations for candidates ● Set clear objectives for hiring committees ● Keep it short (fewer rounds of screening/interviews) ● Keep it simple (small hiring panels)
- 37. bamboohr.com jobvite.com Level 2 - Provide Guidance ● Create interview kits for hiring team ● Provide insight into product, pitch, market of your organization ● Identify contacts for each step of the process ● Offer the right resources for each candidate (some may want to see the product they’re building; others may want to hear a demo of a sales pitch)
- 38. Level 3 Refine the Process
- 39. bamboohr.com jobvite.com Level 3 - Refine the Process ● Internal education ○ Train and scale recruiting team ○ Train existing managers ○ Incorporate training into leadership onboarding ● Document process (understand the what and why) ● Search for more ways to optimize processes and create positive experiences
- 40. Offer Letter and Pre-Onboarding
- 42. bamboohr.com jobvite.com Level 1 - Create Excitement● Send automated offer letter ● Provide a glimpse of what it’s like to work at your org ● Include benefits information early ● Maintain communication to prevent drop-off
- 43. Level 2 Amplify Your Efforts
- 44. bamboohr.com jobvite.com Level 2 - Amplify Your Efforts ● Communicate in between offer and onboarding ● Automate onboarding steps and initiate earlier ● Use self-onboarding to speed up process
- 46. bamboohr.com jobvite.com Level 3 - Involve Managers What are some things managers can do? ● Educate on job responsibilities ● Invite to team lunch ● Send pictures ● Introduce team members ● Forge personal connection ● Answer questions
- 47. Tracking and Measuring Your Efforts
- 48. bamboohr.com jobvite.com Top-of-Funnel Metrics ● Time on career site ● Application rates
- 49. bamboohr.com jobvite.com Process Efficiency Metrics ● Drop-off rate ● Voluntary turnover ● New-hire turnover ● Cost-per-hire/conversion ● Feedback from exit interviews
- 50. bamboohr.com jobvite.com Candidate Engagement Metrics ● NPS ● Candidate engagement surveys ● Post hire surveys ● Scorecards for each phase of the hiring process
- 51. Takeaways ● Candidate engagement can happen at every org level ● Analyze your current efforts and map where you want to be ● Identify your next level in each area: ○ employer branding ○ recruitment marketing ○ applications and sourcing efforts ○ screening and interviews ○ offer letters and pre-onboarding ● Measure the impact of your efforts
- 52. Questions?
- 53. Thank You! Follow BambooHR and Jobvite on social media: bamboohr.com/blog | jobvite.com
Notes de l'éditeur
- Claire Introduce webinar • housekeeping, submit questions, etc.
- Claire JD and Chad will intro themselves JD Conway - Head of Talent Acquisition at BambooHR JD has over a decade of experience in talent acquisition acting as both a third-party recruiter for boutique technical recruiting firms and as an in-house technical recruiter. His work includes managing talent acquisition teams in high-growth SaaS companies and servicing Fortune 500 clients for the world’s largest recruiting corporation. From organizational health and development to recruitment marketing and employer branding, JD has used his expertise to change the very way companies structure and view the functions of talent acquisition. JD believes in empowering executives and HR leaders to focus on the human nature of human capital and in teaching through experience how a people-first approach can dramatically impact their bottom line.
- BHR Why does candidate engagement matter? The numbers: 3.9% unemployment rates, 70-year low The numbers: millennials (born 1980 and after) are changing jobs 4 times during their first decade out of college. Additional Stat
- Jobvite (Sir Chad) You can’t afford poor candidate engagement: 83% of job seekers say a negative interview experience can change their mind about a role or a company they once liked. And 87% say a positive experience can change their mind about a role or company they once doubted.
- JOBVITE What we are going to cover
- BHR
- BHR
- BHR Maintain consistent contact with candidates Create and refine careers page Utilize social channels for clear, consistent branding Use your social channels to provide a snapshot of what it’s like to work at your organization. Include employee testimonials, stories, and experiences. The more you do this, the more you encourage candidates to picture themselves working for you. I think we do a solid job at this on our own BambooHR social media channels. As one example, we consistently share our employees’ photos from their paid paid vacations. I think potential candidates see that and take notice. They might think, “Hey it would be nice to have that benefit” or even “Where would I want to go on my paid paid vacation if I had one?” That kind of inside-look at what it’s like working at your organization can attract a lot of great attention. Social posts with real people typically perform better than product or business related content, so it’s likely your social team has some content on employee stories, testimonials already
- JOBVITE
- JOBVITE Start personalizing your content for different audiences and expand beyond the general EVP Spend time with your teams to understand where they hang out (beyond work), figure out where they conduct their job searches, and what they’re excited about the roles, and address what the unpopular parts of their job. Work with your design team or marketing team to build content that features those traits to promote on your social channels and make your career site incredible More than a third of hires come from your career site; another third come through your job boards. Make sure both feature a great brand. *Source: 2018 Jobvite Benchmark Report
- BHR
- BHR Forge good relationships creating brand advocates across org focus on internal & educating employees so they can be advocates A study from the Talent Board showed that candidates share their positive recruiting experiences with their friends, family, colleagues, etc. over 81% of the time. Likewise, they share their negative experiences 66% of the time. And with social media, their experience becomes even more visible: candidates share their positive experiences online (think Glassdoor, Linkedin, Facebook, etc) 51% of the time, and negative experiences 34 % of the time start splitting up responsibilities & scaling other pieces of brand (make someone in charge of brand efforts)
- JOBVITE Create an incredible campaign like Heineken that connects the candidate to the brand and EVP: https://goplaces.theheinekencompany.com/en They ask “Would you rather be world famous or have strong roots? Which tie into personality types but are also phrased to connect to their EVP because they’re actually both. It shows career paths, starting as a brewer to head of brewer management, showing different paths and internal mobility https://cl.ly/a6008e37e552 https://cl.ly/ab385fe2b34d https://cl.ly/0b72d7d6298d
- BHR
- BHR
- BHR Be choosy in functions you pursue Target for highest needed positions Who is the target audience? Where will they find the ad? What would entice them to apply? In other words, why would your target candidate want to apply for the job? Is your company culture spectacular? Is there room for growth? Highlight the appealing things about the position. Finally, ask will this ad appeal to the ideal candidate? Choose channels that will be most effective for priority positions New channels are growing: According to Jobvite’s (Jobvite is our partner) 2017 Job Seeker Study, almost a quarter of job seekers applied to their current or most recent job via LinkedIn. test in small amounts of personas and ad types For example, if your organization wants to hire a senior marketing manager, it’s probably not worth your time or money to post it on Facebook--that’s not where your ideal candidate will find it. Don’t be afraid to ask for this kind of information from job boards; they should be able to provide you with case studies, demographics, and other data to help you determine if theirs is a board that might attract the people you want to reach. If it’s not, don’t waste your time and money. Start with channels where you’re already strong don’t start an instagram account if most of your prospective candidates are on LinkedIn.
- JOBVITE Create enough content coming out in the right channels and formats Create evergreen campaigns that are continually sending out general content to your talent pools; create a mix of job and company information so you’re capturing people with different topics Pay attention to your trends. Benchmark data is a helpful starting point, but you should be measuring your own average open and conversion rates (to filled out forms, applications, etc). Look at where recruitment marketing has been most effective: you may find it’s not worth engaging certain roles or departments Make sure you’re working beyond the reqs. People have signed up to your talent pool because they’re interested in your organization, not just that one position. Send out information about your org and ask them for their feedback and thoughts
- JOBVITE (SE Health example)
- JOBVITE
- BHR
- BHR Source report conversions Funnel report conversions Measure your end-to-end process
- JOBVITE Get out and visit people in person research user groups and find out where your candidates are hanging out Attend events, sign up for speaking opportunities
- BHR
- BHR It sounds commonplace, but many recruiters have applications that they’ve never applied to themselves. Walk in the candidate’s shoes! Apply for your own jobs to learn about the process! Make your application as simple as possible In a case study from the 2017 Talent Board Candidate Experience Report, one recruiting professional from CH2M explained: “...we’ve simplified our application process, eliminating two full pages of application data that previous candidates had to fill out. Also, we’ve added content right before candidates begin their application. For example, immediately after candidates click ‘Apply,’ we’ve added a page that tells candidates how long the application process should take, what pieces of information they’ll need, and how they’ll best complete the application...This serves as a bit of a self-selection point, in which some candidates may opt-out entirely based on knowing more about our full process, while others may return later to complete their application.”
- Speaker: BHR Shorter applications not only have a higher click to apply rate, they cost you less too. These reports from Appcast show that shortening your average time to apply may increase your applicant flow by 300% Source: https://info.appcast.io/hubfs/%5BMini%20Book%5D%209%20Steps%20for%20Optimizing%20Job%20Ad%20ROI.pdf
- JOBVITE
- JOBVITE Focus on high-touch sourcing on key departments or evergreen positions, rather than taking a spray and pray approach to your talent pool. Find the balance: Make them personal but include higher numbers of touches for candidates. Test out 3 personalized and 2 general emails versus 5 perfectly crafted and tailored emails. You don’t need to fully customize everything you do. Use your talent pools for your first outreach about applications, create urgency and a feeling of exclusivity. Offer up jobs to select people that fit your targets Have the discipline to research and cut list down, crafting messages and descriptions, start sourcing before posting (breadcrumbing = reach out to top 10 candidates w/ message at same time you launch the job) Think about shutting down postings or limiting postings if you have enough candidates to focus on
- BHR Scaling further to specialize knowledge bases Increasing headcount in recruiting can mean that you can prioritize and specialize more Specialize in: Different candidate types Different channels Specific teams or departments w/in org (what we do at BambooHR)
- BHR
- BHR Set clear expectations for candidates According to 2017 Talent Board Candidate Experience Report, candidates who rated their hiring experience as 1 star (out of 5), 46% withdrew their applications due to disrespect of time during interviews. In contrast, among candidates who gave their experience a great 5-star rating, only 1.4% left due to disrespect of time. Set clear objectives for hiring committees Keep it short (fewer rounds of screening/interviews) Keep it simple (small hiring panels)
- BHR Create a small but strong interview team who agree on what they’re interviewing for, both as a whole and individually Google’s People Analytics team found that four interviews were enough to predict whether someone should be hired at Google with 86% confidence. After the fourth interviewer, the increase in accuracy dropped off dramatically — with each additional interview, the accuracy of the mean interview score’s ability to predict a hire/no hire decision increased less than one percent.
- JOBVITE
- JOBVITE Create interview evaluations and kits to help guide your interview team; they take more work than a kickoff meeting or call but they can help guide your team toward better results (with less bias if you’re ahead of the game) Depending on the role, great candidates may want more insight into the product, the pitch, or the market that they’ll be hired to work within Think of the inbetween: identify contact people for every step of the day from parking and arrival to their welcome to those minutes between interviews Offer up different resources to different candidates: some candidates will want to see the product they’re building, others want to hear a demo of what they’ll be selling
- BHR
- BHR continuous internal education training and scaling training (what is good interview training vs what are gimmicks?) Ex: slide deck and meetings we use at BambooHR to train managers interview training with leadership onboarding (new manager training) documentation of process/what and why finding more and more ways to clean processes and keep experiences positive “Process Engineer” experience **Chad (Run, creating a training > this candidate is now your customer)
- Chad Intros
- BHR
- BHR if you’ve given great candidate experience then offer phase is easier make everything as efficient as you can (automated offer letter- find the right tools for clean offer letter phase) provide confidence and create excitement about joining your org Provide picture of what it’s like at company Make team introductions Answer questions about job Send benefits information early so offer phase is less back-and-forth (and for educating spouses/partners/families) Maintain consistent communication to prevent drop-off and counter offers (address counter offers early on)
- JOBVITE amplifying efforts to prevent drop-off Self-onboarding communicate in between offer and onboarding automate onboarding steps and initiate earlier
- JOBVITE Start ensuring managers are invested and understand role in this phase What are some things managers can do to be involved (beyond interviewing)? Things managers can do: Educate invite to team lunch send pictures introduce team forge connections and answer questions
- JOBVITE
- JOBVITE Time on Career Site Application Rates Are your candidates getting enough information and being engaged in your reqs to apply?
- BHR Drop-off rate Voluntary turnover New-hire turnover (Look at feedback from exit interviews) Factor in cost per hire/conversion feed info back to managers to refine efforts and strategy (float over to managers)
- JOBVITE NPS Candidate Engagement Scores It takes more time to implement surveys and the processes to support them, but quantifying your qualitative feedback is a great way to hear from everyone directly and understand the nuances of people’s experiences and measuring the trends
- JOBVITE Candidate engagement can happen at every org level Analyze your current efforts and map where you want to be Identify your next level in each area: employer branding recruitment marketing applications and sourcing efforts screening and interviews offer letters and pre-onboarding Measure the impact of your efforts Chad throws to JD for final thoughts at the end
- Claire?