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Trends in recruitment marketing 2008
- 1. Trends in Recruitment Marketing Presented by Alan Lovitz October 2009
- 3. The Candidate Funnel 4% of the people looking for work 96 % of the people who are currently working and not actively looking
- 5. Where Are The Best Candidates Searching? (How do you know you’re getting the top 10%?) 61% of all external hires can be attributed to just 2 channels— referrals by current employees and the Internet . [Just 5.5% come from traditional want-ads]
- 8. Emerging Markets: 2004 Percentage Hispanic in the US
- 9. Media & Lifestyle Survey
- 11. Your Brand www.CompanyCareerSite.com Internal External Interactive Collateral Direct Mail Radio/TV Print ERP PR
- 14. Employer Brand Campaign “After”
- 16. Leveraging The Internet To Reduce Size and Cost of Newsprint Ads Traditional - 3 column ad Up & Down Google 2 column ad VS.
- 17. The Process Job-seeker clicks on top sponsored link/search result.
- 18. Leveraging The Internet To Build Your Brand HTML Profile Pages (Flash Animation) www.google.com
- 19. PRINT AD VANITY URL DRIVES CANDIDATES TO PROFILE PAGE ONLINE Leveraging The Internet: Vanity URL
- 21. Email Marketing: “Emerging Markets”
- 24. To View eNewsletter Sample: http://www.jobsurveys.com/Sovnewsletter.htm
- 26. Online Employee Referral Program
- 31. Questions? Please feel free to contact me! Alan Lovitz [email_address]
Notes de l'éditeur
- Thanks & Introduction Introduce themselves (name and job focus) Most of you are not in recruiting– hope this presentation will be illuminating! Let’s make this interactive- please ask questions; make comments anytime
- I’ve put some questions into the presentation – you can test your knowledge. Unlike your instructor I don’t grade - have fun! We’ll look at trends; specific tools and strategies; and strategies on the cutting edge.
- Some of you may be too new to the field to remember – but as recently as 7-8 years ago, 90% of recruiting was newspaper ads. Late 1990’s Boston Globe’s Big Help was 125-150 pages of solid recruitment ads. Now it is 75 pages, but 1/3 of it is editorial & articles. In those days, recruiting options were few and simple. Like everything else – it has grown much more complex. I hope to outline for you today, the most productive and cost-effective options Focus on Passive Candidates in addition to Active candidates Bottom 4% - reach thru traditional strategies – competing with other co’s Passive candidates – focus on building awareness and a relationship with your company in anticipation of the day they become active. Think of your company first (pipeline strategy)
- Let’s have a few of you rank your top 3-4 sources. Who wants to go first? Listed alphabetically…
- Review Findings: ERP - should bring 30-40% of hires; typically underutilized Websites drive many more hires than job boards. 92% visit career pages 2 nd or 3 rd most visited page on entire site – typically under-resourced Anchor of any highly-functioning recruitment program Job Boards – now a traditional strategy – high volume; low quality Take Away: Allocate more money to the Careers page of the site rather than job boards. Make them informative and easy to navigate. Does this make sense? Questions?
- OK. Who wants to give it a try?
- Today over 30% of U.S. population is non-white Hispanics, by far, fastest growing ethnic group.
- We see signage in Spanish everywhere we go today. As Recruiters, you have to court them in their native tongue to best recruit them. Different parts of U.S. have different dialects (i.e.) Florida – Cuban Southwest – Mexican Northeast – Puerto Rican, Central/South American dialects We will see a foreign language campaign a bit later..
- Proprietary Research Tool has been invaluable to my company. With passive candidates in mind, this tool enables us to understand: Not only how they look for a job But, how they spend leisure time This is how it works….
- Going back to our discussion about best sources of candidates…. Encourage our clients to take opportunity to see how their site compares to key competitors for talent & Best Practices Content Ease of use Intuitive navigation Breadcrumbs Diversity Search technology Etc.
- Example of advertising that does not communicate a consistent brand ….
- Note the Diversity in the imagery. Loomis chooses the visual based on the market they are advertising in (includes “over 55” employees) This is a key recruitment demographic target (baby boomers)
- Example of carrying the employer brand onto the Internet with Job Board Branding.
- Saw earlier how print advertising has rapidly diminishing returns. Sometimes a necessary evil – depending on industry and hiring managers Developed a new strategy to address issues of cost and return. Up & Down Google -
- Data capture strategy – identify candidates interested today – deliver immediately Put other candidates into candidate pipeline database (will be discussed shortly)
- Another benefit – more informed, more engaged higher quality candidates
- Example of an integrated strategic approach that was entirely web-based. Required low budget, fast-turnaround Utilized – Job Postings on college & Association websites Accessing targeted alumni and association email lists, Database sourcing and targeted email marketing campaign Results – 2-week turnaround 71 candidates delivered 5 hires 38 candidate profiles on career site $6600 cost $93 per candidate sourced
- This email marketing campaign gave candidates the option of viewing a Spanish language HTML Page and screening survey.
- Talked about passive candidates and pipeline building Seen examples of ways to capture email addresses Example of a pipeline communication program Using email – have quarterly communication with candidates – E-cards E-Newsletters Press Releases Surveys Career Fair Invitations Efficient & economical way to build brand awareness & relationships For example…
- Surprisingly under-resources and under utilized Still generates high quality candidates at lowest cost per hire Traditional and online options
- St. Joseph was already at 30% but believed resources were better spent on ERP than other platforms In first 3 months, increased by another 25%
- Anyone got a cell phone?
- One of newest recruiting strategies – Target younger or tech savvy audiences I’ve heard this type of program already. Listen for a commercial where they tell you to text to a certain code… When you do you receive a message – ranges from text to voice to video. If you watch and listen for this type of program you’ll pick up on it.
- This strategy is already in full swing. Going back to the Media & Lifestyle Survey – we always try to identify how employees use Google for work or leisure…. Buy relevant (non-career oriented) key words to reach passive job seeker. Great way to capture data for pipeline strategy Highly targeted, delivers specific metrics, budget based.
- Rapidly growing recruitment tool for sophisticated recruitment organizations Not an expert on this area, but blogs are hugely popular. Strategy is to sponsor a blog with content relevant to your field and you will capture data and eyeballs of prospective employees I hope these few slides have provided some perspective on the cutting-edge of recruitment.
- Thanks so much for the opportunity to visit with you. I hope my presentation was informative.