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Building a Business Case for Recruitment Marketing
- 1. 1 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM1 WWW.APTITUDERESEARCHPARTNERS.COM @TALKTOARP
Building a Business Case for
Recruitment Marketing
#BuildYourCase
- 2. 2 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
WELCOME
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- 3. 3 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
SPEAKERS
Adam Glassman
Recruitment Strategies Manager
Madeline Laurano
Co-Founder & Chief Research Officer
@aglass99 @madtarquin
#BuildYourCase
- 4. 4 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Agenda
• The Current State of Talent Acquisition
• Recognizing the Value of a Recruitment Marketing Platform
• Understanding the Business Impact
• Communicating with Key Stakeholders
• Preparing for Change Management
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Key Trends in TA
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Note: External spend includes recruiting advertising, technology and services Sources: Bersin by Deloitte, Talent Acquisition Factbook, Aptitude Research
TALENT
ACQUISITION
SPEND
~$130B
INTERNAL
~$110B
$13B
$9B
ATTRACT
RECRUIT
Growing at
8-10%
Top 3 Talent Acquisition
Investments in 2017
RECRUITMENT MARKETING
Build talent pools, proactively
engage and attract applicants
ATTRACT
BACKGROUND SCREENING
Can include criminal, drug,
employment, education, credit
RECRUIT
PRE-HIRE ASSESSMENTS
Increasingly automated tools to
match and rank applicants
RECRUIT
KEY DRIVERS
▪ Tremendous (and increasing) volume
and costs to win war for talent
▪ Candidates demand a better experience and transparency
▪ Regulators are increasingly restricting employers’ ability to make
informed decisions
Focus on TA
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Attract
• Employer
Branding
• Sourcing
• Recruitment
Marketing
Recruit
• Screen
• Assess
• Interview
Onboard
• Offer
• Onboard
• Engage
New Framework
Source: Aptitude Research Partners 2016, N=271
The Greatest Area of Investment: 70% of
organizations plan to increase their investment
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New Priorities
73%
65%
62%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Consistent Candidate
Experience
Pre-Hire Assessments Increase Diversity Efforts Gather Feedback from
Candidates
Source: Aptitude Research Partners. Hire, Engage, Retain Study, 2016. N=271
- 10. 10 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Attract: Awareness
Attract: Engagement
Recruit: Validation
Recruit:
Acceptance
Hire
New Applicant Experience
• Attract
– 70% of candidates research
career sites
– 13% of candidates apply through
a mobile device
– The average company receives
200 resumes a day
• Recruit
– 50-75% of applicants are not
qualified for the jobs they apply
for
• Hire/Onboard
– 78% of candidates say less than
1 week elapsed before their last
interview and the offer
Source: 2016 Candidate Experience Awards Research, The Talent Board
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Talent Acquisition Trifecta
Talent Acquisition Trifecta
Recruitment
Marketing
Platform
Applicant
Tracking
System
Onboarding
System
Ecosystem
Employer
Branding
Sourcing Interviewing
Assessment
Screening Compliance
Analytics
Job
Distribution
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The Value of a RMP
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The New Framework
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RMP Options
70% of companies are increasing their investment… what are their options?
• Recruitment Marketing Provider
• ATS with RM capabilities
• Stand-alone CRM
• Disparate sourcing solutions
• Agencies
• Nothing
Confusion in the market around:
• Leading providers
• Price
• Services
• Capabilities
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Key Capabilities
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RMP Framework
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The Business Impact
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The Results
+ ATS
↓
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RMP Spend
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Company Example
For a company marketing 1,000 jobs annually:
Cost savings from disparate and duplicative tools: $150,000
-Job Distribution, Career Site, CRM, Referrals, Events
Cost savings from ineffective job boards, channels and services: $250,000
-Paid Advertising, LinkedIn Licenses, SEO
Spend on Recruitment Marketing Platform: $125,000
Total Savings: $275,000
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The Selection Process
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Influence Over Decisions
0%
20%
40%
60%
80%
100%
© 2016, Aptitude Research Partners
- 23. 23 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Internal Questions
• What is the formal process for evaluating business cases and who is involved?
• Is the process the same or different for buying cloud-based / SaaS software?
• Who will be using this technology in our organization?
• Do stakeholders look at projects individually or as a portfolio?
• What is the budget cycle at our organization?
• What resources do we need and what do we have available?
• For the tools and services that we will eliminate, what are the terms of those contracts?
• Who will own this process ?
• Who will be a change champion for the project?
• The buying process or the implementation process?
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External Questions
• How financially secure is this provider?
• How many customers and in what industries does this provider support?
• What services does this provider offer?
• What do customers think about this provider?
• What capabilities will help us recruit better?
• What is the delivery model and what is the release schedule for this provider?
• Do we have a dedicated representative?
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Key Stakeholders
• HR Leaders
• Talent Acquisition Leaders
• Initiative Hiring Managers
– (Campus, Military, Diversity)
• Recruiters
• Sourcers
• Employer Branding Specialists
• Recruitment Marketers
• Digital and Social Media Specialists
• Data Scientists
• Business Partners
• Marketing
• Candidate Experience Experts
• Subject Matter Experts
• HR IT Managers
• Purchasing Specialists
• Contracts / Legal
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Recommendations
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Q&A
Adam Glassman
Recruitment Strategies Manager
Madeline Laurano
Co-Founder & Chief Research Officer
@aglass99 @madtarquin
#BuildYourCase
- 28. 28 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
THANK YOU
Madeline Laurano
Co-Founder, Chief Research Officer
madeline@aptituderp.com
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