Amy Albright, Director of Global Recruiting Operations of CH2M, presented at HCI Boston to discuss CH2M's strategic change in recruitment marketing with the help of SmashFly's Recruitment Marketing Platform.

1. 1Copyright 2016 by CH2M HILL, Inc. | Company Confidential
CH2M’s Organizational
Transformation to a Strategic
Recruiting Engine
Integrated Digital Brand Strategy,
Designed Around Purpose, Delivered with Recruitment Marketing.
HCI| Boston, MA
Amy Albright
Director of Global Recruiting Operations

2. 2Copyright 2016 by CH2M HILL, Inc. | Company Confidential
People are our business and it shows

3. 3Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Clair HillHolly Cornell James Howland Burke Hayes Fred Merryfield
What did you say?
CH2…HUH?

4. 4Copyright 2016 by CH2M HILL, Inc. | Company Confidential

5. Catalyst for Change

6. 6Copyright 2016 by CH2M HILL, Inc. | Company Confidential 6
Employee
Value
Prop
Client
Value
Prop
Corp
Value
Prop
Applicant
Value
Prop

7. ATTRIBUTES
OVP
CVPEVP
HOW
WHY
WHAT
Defining Our Purpose
and Value Proposition
(OVP)

8. 8Copyright 2016 by CH2M HILL, Inc. | Company Confidential
HOW
WHY
WHAT
Customers
Candidates
Employees
AUDIENCE
(Personification)
OVP
CVPEVP
Defining Our Purpose
and Value Proposition
(OVP)

9. 9Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Updated Visual Brand

10. 10Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Brand not about the Work

11. 11Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Brand is about the People doing the work

12. Brand Execution

13. 13Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Coming together as one with Marcom
Partnered on selection of Brand Agency
• Consumer brand agency
• Replaced Employment Brand Agency of Record
Partnered on development of OVP
Shared thought leadership and came together on core
philosophies that drive our brand, purpose and culture efforts.
Presented ROI of integrated brand across all stakeholders
• Candidate -> Employees -> Alumni -> Clients
• Cost per hire -> Retention -> Positive Sentiment -> Sales

14. 14Copyright 2016 by CH2M HILL, Inc. | Company Confidential
We’ve defined a clear model for who our users are, and what they want to achieve
through their interaction with the CH2M brand online.
While CH2M interacts with many different kinds of people, it’s possible to simplify the
user model by focusing on behaviors, goals and motivations.
Technical Lead Key Account Manager New Talent Subject Matter ExpertDecision Maker
The User Context: Our Personas

15. 15Copyright 2016 by CH2M HILL, Inc. | Company Confidential

16. 16Copyright 2016 by CH2M HILL, Inc. | Company Confidential

17. Executing Our Brand with Recruitment Marketing

18. 18Copyright 2016 by CH2M HILL, Inc. | Company Confidential
The Brand Blueprint

19. 19Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Career Site
Social Job Marketing
Talent Network
The Brand permeates to every touchpoint with candidates

20. Career Site Optimization

21. 21Copyright 2016 by CH2M HILL, Inc. | Company Confidential
• Targeted Content
• Personalized Experience
• Easy Job Search
• Improved Capture
An Integrated Brand Experience

22. 22Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Personalized Message by Persona

23. 23Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Personalized Message by Persona

24. 24Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Employee Stories Front and Center

25. 25Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Opportunity to connect with CH2M brand, not just apply now

26. Key Takeaway:
Ensure your brand comes through on your
career site with content that is valuable and
easy to find

27. Social Media

28. 28Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Social Templates and Guidelines
Name Change: URLs + Company
CH2M HILL  CH2M
Social Skin Updates
Redesigned Social Presence
One Brand on Social Media

29. 29Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Listen to your audience

30. 30Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Push content to employees so they can share with their networks. Train them.
Arm them with the knowledge to be great brand ambassadors.
Utilize Internal Networks to Communicate: Yammer
Employee Influencer Program

31. Key Takeaway:
Be comprehensive in the execution, leverage
your employees, listen to your audience

32. Job Marketing

33. 33Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Job Marketing Evolution
$750,000 in spend saved / reallocated from underperforming sources.
Job Marketing
Traditional Job Boards
International Boards
Advertising Locations
Glassdoor
Retargeting Banner Ads
Pay Per Click
Sponsored Listings
Talent Network
Job Alerts
Talent Network Emails
Talent Connect Newsletter
Candidate Sourcing
Social Media
LinkedIn
Twitter
Facebook
Career Site
Direct Traffic
SEO
Referral Traffic
Employee Referrals
Traditional Job Marketing Channels Emerging Job Marketing Channels

34. 34Copyright 2016 by CH2M HILL, Inc. | Company Confidential
* SmashFly / Google / Inmar (View)
** CareerBuilder’s Candidate Behavior Study (View)
12-18***
Number of Sources Candidates
Utilize Before Accepting an Offer
The Candidate Journey – Source(s) of Influence

35. 35Copyright 2016 by CH2M HILL, Inc. | Company Confidential
The Candidate Journey – Source(s) of Influence

36. Key Takeaway:
Track all touchpoints and interactions with
candidates that influence decision to apply

37. Building Better Talent Pipelines

38. 38Copyright 2016 by CH2M HILL, Inc. | Company Confidential
* SmashFly
74%
*
Candidates who click Apply that Drop Off of
the Apply Process
Candidate Drop-off is a big issue for recruiting organizations

39. 39Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Push all traffic sources to
custom-built integrated site
& drive candidates to apply
and/or join talent network
Using Technology to attract AND capture talent

40. 40Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Leveraging Brand to Build Relationships
Method Contact Totals % of Contacts
Opt-In 167334 59%
Web Import 99268 35%
API 11068 4%
Contact Form 4222 1%
GrabIt! 1982 1%
Manually Added 1607 1%
285,565 New Contacts added to Talent Network in 2015
59% of those opted-in through branded channels

41. 41Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Utilizing References to Build Talent Pipelines

42. Key Takeaway:
Always provide options outside of apply to
candidates. Capture now, convert later

43. Content and Lead Nurturing

44. 44Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Nurture with Valuable Content

45. 45Copyright 2016 by CH2M HILL, Inc. | Company Confidential
113,961
subscribers
CH2M June 2015
Click through (CTR)
30%
Opens
6%
Talent Connection Newsletter
On average 410 new applicants
per month

46. Key Takeaway:
Don’t be too direct with passive candidates.
Engage with relevant content to keep their
interest.

47. Measuring Talent Acquisition Success

48. 48Copyright 2016 by CH2M HILL, Inc. | Company Confidential
What we measure
Source of Influence & Hire
Job Boards
Social Media
Email campaigns
eNewsletters
Events
Talent Network Health
# of Subscribers
Email Open Rates
Email Click Rates
Unsubscribes
# of New Applicants
Brand Sentiment
LinkedIn Brand Index
Glassdoor Rating
Career Site
New Monthly Visitors
Page Visits
Referral Traffic
Search Engine Traffic
Time on Site
Mobile vs. Desktop
Cost Metrics
Cost Per Hire
Time to Fill

49. 49Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Measure with an integrated funnel

50. Key Takeaway:
Measure everything consistently and critically

51. The Cold Hard Facts

52. 52Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Career Site Performance
178K
106K
‘15
‘16
Monthly Visitors % New Visitors Social Traffic
41%
increase
6%
increase
50%
increase

53. 53Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Career Site Performance (cont.)
18%
3%
‘15
‘16
Mobile Traffic Mobile + Tablet Search
15%
increase
25%
8%
‘15
‘16
17%
increase
1-2
4+
‘15
‘16
50%
Faster to jobs

54. 54Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Candidate Flow
Apply Click Applications / Month Application Drop Off
19%
increase
21K
15K
‘15
‘16
44%
increase
52%
60%
‘15
‘16
6%
decrease

55. 55Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Career Site Performance (cont.)
146K
75K
‘15
‘16
% of Talent Communities
Receiving eNewsletters
Open Views Click Thru
95%
increase
46K
29K
‘15
‘16
61%
increase
9.8K
8.5K
‘15
‘16
14%
increase

56. 56Copyright 2016 by CH2M HILL, Inc. | Company Confidential
LinkedIn’s top 100 Most InDemand Employers in 2015
Engagement has Grown as CH2M’s follower
base increased 40% and LinkedIn Career Page
Traffic is up 55%

57. 57Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Global Job Board Apply Clicks
2,270,788
1,172,999
‘15
‘16
95%
increase

58. Lessons Learned

59. Key Takeaway #1:
Create a Company Value Proposition but own
Talent Acquisition execution
- Focus on purpose and how employees find their purpose
- Develop and nurture an on-going relationship with Marcom
- Identify and build TA audience personas

60. Key Takeaway #2:
Provide a candidate experience that provides
value and options
- Provide Relevant Content throughout the candidate journey
- Capture candidates early in the process; not just apply now
- Educate, nurture and convert your candidate pipelines

61. Key Takeaway #3:
Measure, optimize and improve
- Build with innovation in mind; how will needs evolve?
- Measure all interactions with candidates; adjust accordingly
- This is the start, not the finish

62. 62Copyright 2016 by CH2M HILL, Inc. | Company Confidential
Thank You!
HCI| Boston, MA
Amy Albright
Director of Global Recruiting Operations