By now, most recruiters understand the importance of proactively engaging talent pools, but what do we do to actually engage them? Send newsletters? Open job lists? Funny jokes? Our goal is to engage them, but we may just be another annoying source of SPAM.

3. Candidate engagement starts with effective talent pipelining,
which is why we focus on it daily.
Sales Director, Avature Federal (2015 – present)
Founder & CEO, Provato (2007 – present)
• Lead Federal Contractor Practice, adoption support & sales
• Lead Government Sales Practice, project management & sales
• Founded innovative and affordable recruiting services
partner to help small federal contractors compete through
talent strategies
Previous Experience: 10+ years in staffing firms and human resources outsourcing
RecruitDC Spring Conference 2017
Aaron McElroy – Perspective from My Background

4. The What of Pipeline Engagement
– Relevant Engagement Mediums
The “what” is what are you going to tell
candidates?
Engagement is most effective as a “two-
way” interaction.
“Mediums” are all of the means or
methods you will use to interact with
candidates.

5. Candidate engagement starts with effective talent pipelining,
which is why we focus on it daily.

6. Thanks to the viral power
of social media, we can…
find anyone we need,
build close relationships,
and stay connected.
96% of
companies
recruit through
social media,
per 2016 SHRM
report.

7. With broader geographical access to talent pools, we have
historically unmatched access to qualified, interested, and
available talent.

8. Candidates spend their time on mobile devices, so our
communications are mobile and SMS friendly.

9. True engagement
means lots of loyal
followers, just waiting
for your call.

10. Delivering
inspirational
content within a
defined recruitment
marketing strategy
creates an efficient
and powerful talent
acquisition engine.

12. Time for a Reality Check…
• Social Media Use LinkedIn is great, but how are you incorporating
LinkedIn connections into your greater corporate
strategy? How many hires can you attribute to
non-LinkedIn social media?
• Daily Talent Pooling How often do you look proactively for core needs?
Do you adequately segment candidate data?
What do you collect? How do you use it?
• Geographical Access What percentage of your hires are offered a
relocation package? Aren’t most searches
confined to a reasonable commutable distance?
Do viral campaigns work within a limited
geographical area?

13. Time for a Reality Check…
• Measuring Levels of
Engagement
How do you know if your engagement strategies
are working? What is the evidence you need to
prove ROI? How do you define conversion?
• Mobile Readiness Are you communications meant to be read and
responded to by someone on a mobile device?
How do candidates feel about you texting them?
• Plan vs. Production How can you institute a long-term strategy when
you have priorities today?
• Content Strategy How do I send relevant content instead of SPAM?
Who provides the content? What is my
recruitment marketing budget?

14. Between technology,
creative costs, and the
time to cultivate results,
recruitment marketing
can be expensive.
Start by doing the
basics right, then grow
from there.

15. Embrace the pipeline…
Vary your channels/mediums toward conversion.

16. Everything Starts with Data…
CRM Persona Development
• Core Competencies
• Basic Info (commutable locations,
education, compensation, etc.)
• Unique Interests
• Relationships/Influencers
• Compelling Dates/Deadlines
• Values & Culture Indicators
Important Tips
• It’s okay to gather
information gradually
• Data collection is on the rise –
decide how you want to use it

17. • Productive – must show tangible results
Content Strategy Goals & Objectives
• Scale – define your reach
• Realistic efforts / realistic results
• You are telling the story of your
authentic Employment Brand

18. How do you align your content strategy?

19. Aligned Concepts
Make quality hires
Predictable outcomes
Extend employer brand
End to end process delivery
Stakeholder participation
Persona Segmentation
Find jobs that suits their lives
Maintain employment options
Verify employment brand
Ease of participation
Authentic points of validation
Receive information that is useful
Productive Use of Time
Market Intelligence
Transparency
Technology & Messaging
Productive Influencers
Relevancy
Candidate ObjectivesEmployer Objectives
Focus on What Candidates Really Want to Know

20. Every Interaction is an Opportunity to
Influence & Energize

21. Effects of a Negative Candidate Experience

22. Effects of a Positive Candidate Experience

23. What Candidates Want to See on Career Sites

24. Your Employment Brand is your story. It is your “What.”

25. Authentic Employee Validation – ECS Federal

26. Don’t Dispose of the
Dispositioned

27. “The Good Guys of Recruiting” – Virgin Media

28. Raytheon – Demonstrate Values through Community Service

29. Landing Pages that
Support Professional
Expertise - Autodesk

30. Talent Community Medium - Ericsson

31. Landing Pages for Specialized Expertise - WalMart

32. Employee Testimonials - WalMart

33. Blog Campaigns – Toffler Associates

35. Triggered Email Campaigns
Silver Medalist Campaigns
• Re-engages “regrettable losses and silver medalists” two
years after disposition via simple, triggered email campaigns
• Emails have a 40% open rate
• For those with relevant positions open, they have a 98%
acceptance rate the second time

36. Segmented Email Campaigns by Verticals
• Developed and track potential
college recruits by 15 unique
verticals
• Emails have 47% open/click-
through rates
• No opt-outs to date

37. Non-Recruiting Events – BTI360

38. Video Campaigns Through YouTube – BTI360

39. Engaging Influencers & Stakeholders
• Recruiter builds list of
potential applicants
• Sends list to Hiring
Manager
Segmented
Vertical
• Hiring Manager reviews for
relevancy
• Automated email on behalf
of HM invites candidate to
Special Landing Page
Calibrated through
Hiring Manager • Candidate more likely to
consider invitation from
trusted source (HM vs.
Recruiter)
• Candidate reviews landing
page and registers interest
Managed by Portal
Registrations

40. The Sniffing Station, by
A group of chemists were tasked to come up
with a scented candle that smelled like
MNY’s office.
15 scents were created containing traces of
coffee, beer, and bad musk.
The final scent chosen was turned into a
scented candle, placed inside a scaled down
replica of MNY’s office, and sent to college
campuses to give soon to be graduates a real
idea of what it’s like to work at MNY.
http://www.adweek.com/brand-marketing/nyc-ad-agency-captured-its-scent-candle-and-delivered-it-colleges-170890/

41. As part of a series of
edgy billboards, MNY
placed billboards
around the city as part
of its campaign to
promote its employer
brand to talent from
other ad agencies in
greater New York.
Edgy Billboards, also by