This document discusses recruitment marketing and provides definitions and explanations of key concepts. It begins with introductions of the presenters, Kyle Lagunas and Chris Brablc. It then covers the evolution of recruiting and defines recruitment marketing. The three components of recruitment marketing are discussed as talent discovery, talent attraction, and talent engagement. Examples and definitions are provided for various elements of each component. The presentation agenda is also summarized.

1. RECRUITMENT MARKETING
DEMYSTIFIED
A Recruiting Leader's Guide to
Navigating Next Practices
#RMNextPractices

2. 2
An analyst specializing in talent acquisition, Kyle keeps
tabs on key practices in sourcing, recruiting, assessing,
hiring and retention strategies and technologies. Through
primary research and deep analysis, he keeps today's
business leaders in touch with important conversations
and emerging trends in the rapidly changing world of
talent.
Kyle has spent the last several years offering a fresh take
on the role of technology as part of an integrated talent
strategy, and focuses on providing actionable insights to
keep leading organizations a step ahead.
Demystified/ presenters
Kyle Lagunas
Founder & Principal Analyst
Lighthouse
Today’s Presenters
#RMNextPractices

3. 3
Chris is currently the Director of Marketing at SmashFly
Technologies, a leader in recruitment marketing software
where he leads our Product Marketing efforts from
product messaging to thought leadership and is
passionate about helping organizations leverage
marketing best practices to consistently and predictably
meet and exceed hiring demands.
Chris has been recognized as an industry expert in
recruitment marketing being featured on industry
publications SHRM, TalentCulture, RecruitingBlogs, the
Glassdoor Blog and ERE and speaking at conferences
including The Candidate Experience Awards, TalentBlend
and OHUG. Chris is also active with the Candidate
Experience Awards and currently serves as a Council
Member for the organization.
Chris Brablc
Director of Marketing
Smashfly
Today’s Presenters
Demystified/ presenters
#RMNextPractices

4. Today’s Session
A look at the scope of our presentation.
4
The Evolution of Recruiting
Social media and consumer technologies have
changed candidate expectations and the way
we recruit.
Defining Recruitment
Marketing
What is recruitment marketing – and why does
it matter?
3 Components of
Recruitment Marketing
Breaking down recruitment marketing
by form and function
Demystified/agenda
#RMNextPractices

5. 5
Questions & Answers
We’ll leave time for questions at the end.
Measures of
Success
Talent analytics play a crucial
role in effective recruitment
marketing
Key Takeaways
Closing remarks.
Demystified/agenda
#RMNextPractices

6. demystified /change
Recruiting is Changing.
beyond reactionary recruiting.
6
Efficient
Traditionally,
recruiting has been a
cost center – and
measures of success
have been focused on
efficiency.
Effective
Those organizations
that have embraced
more modern
recruiting practices are
grappling with old
metrics.
Competitive
Today’s most effective
hiring organizations are
leveraging talent
analytics to optimize
recruiting efforts.
#RMNextPractices

7. Demystified /change
Recruiting is Changing.
evolving function, expanding scope
7
Experience
candidates as customers,
collaborative hiring
Marketing
employer brand, CRM,
search engine
advertising
Data
myriad data sources,
countless data points
Social
transparency & the rise
of glassdoor
Mobile
always on, always on-
the-go, always looking
ahead
Global
one global economy,
one global talent pool
#RMNextPractices

8. 8
The Evolution of Modern Talent Acquisition
Six Capability Areas for Modern Talent Acquisition
Talent
Attraction
recruitment
marketing,
employer
branding, job
advertising,
etc.
Talent
Discovery
direct search,
executive
recruiting, paid
search, etc.
Talent
Onboarding
pre-boarding and
orientation,
assimilation and
socialization, etc.
Talent
Engagement
candidate
experience,
talent
assessments and
interviews, etc.
Talent Strategy
diversity hiring,
quality of hire,
contingent
workforce, etc.
Demystified/evolution
#RMNextPractices

9. 9
Demystified/ change
74% 71%
66%
63%
48%
Talent Engagement Talent Attraction Talent Onboarding Talent Strategy Talent Discovery
Recruiting is Changing.
new capabilities, new priorities
#RMNextPractices

10. 10
Demystified/ change
Recruiting is Changing.
new capabilities, new priorities
10%
17%
73%
Not Important Nice to Have, but Not Critical Important
How important are Recruitment Marketing Campaigns when evaluating
sourcing performance?
#RMNextPractices

11. 11
Defining Recruitment Marketing
Let’s get this straight.
Demystified/defined
Talent acquisition has often drawn
on elements of marketing and sales
in the past. Today, recruitment
marketing has become a more
formalized process and can be
defined as:
• All activities and strategies
aimed at
• Building and maintaining
employer brand
• Extending reach and
exposure of career
opportunities
• All management of messaging
and advertising of talent
acquisition efforts Recruitment Marketing
Messaging
and
Advertising
Extending
Reach and
Exposure of
Career
Opportunities
Building and
Maintaining
Employer
brand

12. Demystified/defined
12
Three Components of Recruitment Marketing
Talent
Discovery
Includes many of the
traditional elements of
recruiting but takes
them a step further as
recruitment marketing
continues to evolve.
Talent
Attraction
Encompasses
promoting employer
brand, broadcasting
and advertising open
jobs, and amplifying
EVP in order to draw
more candidates
Talent
Engagement
Keeping candidates
interested in and aware
of a prospective
employer – inside, out
of, and beyond the
application, interview,
and hiring process.
#RMNextPractices

13. 13
Demystified/definition
Sourcing has become just the beginning of an ongoing
prospecting and pipelining function. In the most
successful recruitment marketing functions, each of
these components draws in a constant flow of quality
candidates into the recruiting funnel – and powers
the rest of the marketing engine
Three Components of Recruitment Marketing
Talent Discovery
Talent Discovery
Sourcing,
Prospecting &
Pipelining
Initiative
Recruiting
Employee
Referral
Management
#RMNextPractices

14. 14
Sourcing, Prospecting &
Pipelining
Demystified/definition
When sourcing and pipelining
candidates it’s important to
understand the ways that
candidates can make it into
your database. You can source
them from places like LinkedIn
but you also can capture them
through all your other RM
channels via Talent Network
forms.
Three Components of Recruitment Marketing
Talent Discovery
182 Hires from
Automated
Reminder
campaigns to
candidates that
dropped off
#RMNextPractices

15. 15
Demystified/definition
Strategic recruiting initiatives like university hiring,
diversity hiring, and veteran hiring are growing in
importance, and into distinct and specialized
programs.
Three Components of Recruitment Marketing
Talent Discovery
Talent Discovery
Sourcing,
Prospecting &
Pipelining
Initiative
Recruiting
Employee
Referral
Management
#RMNextPractices

16. 16
Initiative Recruiting
Demystified/definition
Diversity hiring is one of the
greatest challenges for today's
enterprise organization.
Attracting and engaging
diverse talent requires a
different approach to talent
acquisition, and yet success in
this area can be directly
correlated with healthy
company culture and
improved business
performance.
Three Components of Recruitment Marketing
Talent Discovery
#RMNextPractices

17. 17
Demystified/definition
Employee referral programs are as important as ever
– and managing them effectively (and at scale) is
increasingly difficult.
Three Components of Recruitment Marketing
Talent Discovery
Talent Discovery
Sourcing,
Prospecting &
Pipelining
Initiative
Recruiting
Employee
Referral
Management
#RMNextPractices

18. 18
Employee Referral Programs
Demystified/definition
The most effective employee
referral programs – like Bright
House Networks’ – communicate
campaigns to employees on a
continuous process and let
employees see how their referral
candidates are doing in the
process. It’s an initiative that is
much more personalized and
transparent and has led to a
significant YOY increase in
referrals.
Three Components of Recruitment Marketing
Talent Discovery
Increased Employee
Referrals
1923 Referrals
152% YOY Increase
Leverage personalization

19. 19
Demystified/definition
As many are learning, employer brand is an incredibly nuanced
and challenging element of modern talent acquisition. Today,
key practices include brand creation, brand amplification, and
brand management in an ongoing, iterative cycle
Three Components of Recruitment Marketing
Talent Attraction
Talent Attraction
Employer Brand
Creation,
Amplification, &
Management
Job Marketing,
Advertising, &
Distribution
Social Networking &
Marketing
#RMNextPractices

20. 20
Employer Brand Creation,
Amplification, & Management
Demystified/definition
Employer brand is a measure
of the viability of a company’s
employee value proposition.
Employer brand management
involves any and all activity
associated with improving the
company’s ability to attract
talent and efforts to maintain
a positive image and
reputation.
Three Components of Recruitment Marketing
Talent Attraction
#RMNextPractices

21. 21
Demystified/definition
The most commonly used recruitment marketing tactics also
happen to be the oldest recruiting asset: job postings. But with
the emergence of new technologies, new media outlets, and
new communication channels, this function has rapidly evolved
in scope.
Three Components of Recruitment Marketing
Talent Attraction
Talent Attraction
Employer Brand
Creation,
Amplification, &
Management
Job Marketing,
Advertising, &
Distribution
Social Networking &
Marketing
#RMNextPractices

22. 22
Job Marketing, Advertising, &
Distribution
Demystified/definition
Posting open jobs isn’t enough
– you have to market them to
highly targeted audiences, you
have to distribute them across
myriad channels and outlets,
and you have to advertise
them through increasingly
complex PPC and SEO
campaigns.
Three Components of Recruitment Marketing
Talent Attraction
#RMNextPractices

23. 23
Demystified/definition
As many recruiters have learned (often through trial and error),
the scope of effective social marketing strategies go much
further than broadcasting open jobs. In fact, measures of
success in social recruiting aren’t limited to increased
applications and reduced cost per hire.
Three Components of Recruitment Marketing
Talent Attraction
Talent Attraction
Employer Brand
Creation,
Amplification, &
Management
Job Marketing,
Advertising, &
Distribution
Social Networking &
Marketing
#RMNextPractices

24. 24
Social Networking & Marketing
Demystified/definition
Social media marketing has
evolved as a leading source of
influence – a powerful channel
for strengthening employer
brand and engaging with
candidates outside of the
apply and interview process.
Three Components of Recruitment Marketing
Talent Attraction
#RMNextPractices

25. 25
Demystified/definition
CRM is the practice of managing interactions with present,
past, and future candidates for lead nurturing, and often
involves using technology to automate and customize
communications, as well as track and measure the
performance of outreach campaigns.
Three Components of Recruitment Marketing
Talent Engagement
Talent
Engagement
Candidate
Relationship
Management
Talent
Communities
Candidate
Experience
Management
#RMNextPractices

26. 26
Demystified/definition
CRM
Today, employers can find
CRM tools in best-of-
breed recruitment
marketing solutions like
SmashFly (pictured here),
or as part of a greater
talent acquisition suite.
Three Components of Recruitment Marketing
Talent Engagement
113,961
subscribers
CH2M June 2015
Click through (CTR)
30%
Opens
6%
On average 410 new
applicants per month

27. 27
Demystified/definition
Talent communities and talent networks have been around for
a while, but many have struggled to leverage them effectively.
In theory, these channels offer prospective candidates an
opportunity to opt in to employer updates and outreach before
applying for a position. The fundamental problem is that most
recruiting teams failed to deliver a key component of talent
engagement: interaction.
Three Components of Recruitment Marketing
Talent Engagement
Talent
Engagement
Candidate
Relationship
Management
Talent
Communities
Candidate
Experience
Management
#RMNextPractices

28. 28
Demystified/definition
Talent Communities
Engage outside of the
traditional application
and hiring process,
interact with a larger
talent community,
demonstrate and draw
on subject matter
expertise, and share
perspective on topics of
conversation relevant to
an organization’s hiring
needs.
Three Components of Recruitment Marketing
Talent Engagement

29. 29
Demystified/definition
Because the scope of candidate experience is not limited to the
application and interview process but all the touch points a
candidate has with an employer along the way, managing that
experience is a critical component of talent engagement.
Three Components of Recruitment Marketing
Talent Engagement
Talent
Engagement
Candidate
Relationship
Management
Talent
Communities
Candidate
Experience
Management
#RMNextPractices

30. 30
Demystified/definition
Candidate Experience
Leverage insights
generated from
candidate surveys, social
media channels, and
employer reviews to
address problem areas,
align candidate
expectations with
employer brand, and
optimize recruitment
marketing efforts
accordingly.
Three Components of Recruitment Marketing
Talent Engagement
#RMNextPractices

31. 31
Demystified/landscape
Recruitment Marketing Vendor Landscape
An Eagle-Eye View
Recruitment Marketing
Platform
Talent
Discovery
Talent
Attraction
Talent
Engagement
#RMNextPractices

32. 32
Demystified/landscape
Recruitment Marketing Vendor Landscape
An Eagle-Eye View
Recruitment Marketing Platform
Talent Discovery
Sourcing,
Prospecting &
Pipelining
Social Networking &
Profile Aggregators
Initiative
Recruiting
University
Recruiting
Diversity
Recruiting
Veteran
Recruiting
Employee Referral
Management
Talent Attraction Talent Engagement
#RMNextPractices

33. 33
Demystified/landscape
Recruitment Marketing Vendor Landscape
An Eagle-Eye View
Recruitment Marketing Platform
Talent Discovery Talent Attraction
Employer Brand Creation,
Amplification, &
Management
Job Marketing, Advertising, &
Distribution
Job Boards
Job Aggregators
Job Marketing &
Advertising
Social Networking &
Marketing
Social Recruiting
Talent Engagement
#RMNextPractices

34. 34
Demystified/landscape
Recruitment Marketing Vendor Landscape
An Eagle-Eye View
Recruitment Marketing Platform
Talent
Discovery
Talent Attraction Talent Engagement
Candidate Relationship
Management
Standalone
CRM
ATS with CRM
Talent Communities &
Engagement Platforms
Candidate Experience
Management
#RMNextPractices

35. 35
Demystified/landscape
Recruitment Marketing Vendor Landscape
An Eagle-Eye View
Recruitment
Marketing Platform
Talent Discovery Talent Attraction Talent Engagement
#RMNextPractices

36. demystified /moving the needle
36
Needle
If recruitment marketing is a business critical
capability (and it is), then how can improved
talent analytics actually drive better
performance? There’s no silver bullet, but
there are a few key practices to get you
started.
Moving The
Modern Measures
#RMNextPractices

37. Demystified /moving the needle
37
A common misconception in
talent analytics is the assumption
that you have to be measuring
everything. A more realistic
approach is to focus on the
metrics that matter most.
Measure What
Matters Most
Evolving measurement
practices beyond the
occasional cost per hire
analysis or candidate pipeline
report is no small task, and can
be daunting to start.
Measure What
You Can
Good analysis relies on
sound data – and that
means tracking activities
and outcomes frequently
and consistently
Measure Frequently,
Consistently
Measurement for the sake of
measurement isn’t enough –
insights generated must also be
shared with the business so that
performance can be put into
context.
Analyze, Report,
Optimize
Moving the Needle
a framework for getting started in talent analytics
#RMNextPractices

38. 38
Measuring Success in Recruitment Marketing
Demystified/evolution
39%
33%
38%
22%
33%
41%
35%
Brand awareness Social engagement
(shares, likes, followers
etc)
Campaign click-through
rates
Job posting
performance
Conversion rates Brand strength Web traffic origins (e.g.
organic search, job
board, social web, etc)
To what extent are you measuring these metrics to evaluate recruitment marketing
performance?
Mostly anecdotal information, gathered ad hoc Some metrics tracked, but infrequently/inconsistently
Lots of metrics tracked, more frequently/consistently Performance metrics tracked in real time, reported on frequently
Not Tracking
#RMNextPractices

39. Analytics in Focus: Candidate Experience
opportunities for improvement within reach
39
57%
39%
33%
51%
24%
41% 42%
Application Drop
Off
Recruiter
Response Time
Candidate
Satisfaction
Candidate
Readiness
Offer Acceptance
Rate
Pre-Candidate
Experience
Mobile
Readiness
Anecdotal, ad hoc Some metrics, infrequently/inconsistently
Lots of metrics, frequently/consistently Tracked in real time, reported on frequently
Not Tracking
Demystified/ taking action
#RMNextPractices

40. Demystified /competitive advantage
40
The Value of Talent Analytics.
breaking the endless source-hire-repeat cycle
Measurement
and Analysis
of Recruiting
Data
Application of
Data-Based
Insights to
Optimize
Recruiting
Performance
Data-
Driven
Recruiting
#RMNextPractices

41. Demystified /competitive advantage
41
The Value of Talent Analytics.
breaking the endless source-hire-repeat cycle
Predict Problems
Your recruiters may be
head-down, working on
the next req, but that
doesn’t mean you have
to be. Keep your eyes
ahead, looking out for
choppy waters.
Monitor KPIs
It’s hard to see the forest
for the trees in an
always-on, burn-and-
churn recruiting
environment. All the
more reason to keep
tabs on the measures
that matter.
Provide Insight
Who’s more qualified to
redefine measures of
success in your hiring
organization than you?
Put your reports to work
for the business – and
for your recruiters.
#RMNextPractices

42. Demystified /competitive advantage
42
How Are You Reporting?
reporting for the sake of reporting, in a vacuum
91%
73%
64%
39%
29%
23%
To C-level Executives
Within the talent acquisition function
To HR Leadership
To Business Unit Leaders
To Operations Leadership
To Hiring Managers
#RMNextPractices

43. 43
Questions?
Social SocialSocial Social
Social Social
Demystified/Q&A
#RMNextPractices

44. There are myriad pieces
and parts, but can
generally be organized
into Discovery, Attraction,
& Engagement
Key Takeaways
Putting Research Into Practice in Your Organization
1 3
2
Talent analytics play an
important role in evolving
recruitment marketing
from shots in the dark to
high-powered strategy
Recruitment marketing
is a critical component
of a modern talent
acquisition function
4
The recruitment marketing
platform is emerging as a
core system, serving as the
central hub for marketing
efforts and initiatives

45. 45
PPT Name /section
www.lhra.io
kyle.lagunas@lhra.io
@kylelagunas