View full presentation here: https://youtu.be/9F3KMo47M4o What kind of strategies are you using to make sure you're attracting the right kind of candidates. Is you job distribution centralized, segmented, measured and optimized for all you job families? This presentation outlines modern job distribution strategies and give you practical tools you can put into use right away, discussing how recruiting professionals can take steps to optimize candidate attraction as part of their overall approach to recruiting. The presenters will touch on several key practices including: -Candidate segmentation - Targeted placement - Candidate experience - Integrated distribution tools - Mobile and social considerations - Success metrics

1. Candidate Attraction &
Job Marketing Strategies
Stephen Schwander & Ian Alexander

2. Agenda
• What is candidate attraction?
• Recruiting challenges
• Reasons for implementing strategies
• Key practices for success
• Q&A

3. What is Candidate Attraction?
Candidate attraction is the act of getting open positions in front of
qualified candidates in a compelling way
• Job boards
• Social networks
• Digital ads
• Display ads
• Events
• Recruitment agencies

4. Recruiting Challenges
• Poor candidate experience
• Applying for closed requisitions
• Chasing outdated links
• Personal information hijacked by third party
aggregators
• Not enough “good” candidates. Broad
attraction strategies yield more and more
unqualified applicants.
• Lack of scalability. Reactive attraction
strategies slow time to fill and don’t
anticipate future need.

5. Recruiting Challenges
• Stagnant budgets. Few companies are increasing post
recession recruiting budgets.
• Lack of awareness. More specialized channels to candidates
makes it more difficult to build awareness of jobs.
• Poor visibility into performance. Siloed job ad performance
analytics makes evaluating effectiveness difficult.

6. Keys to Candidate Attraction Success
Poll
What challenges do you face?

7. Candidate Attraction Strategies
• Start with segmentation
• Use candidate personas
• Utilize expanded channels
• Centrally control and automate
• Continuously analyze and refine

8. More targeted,
multi-channel
Basic capability,
limited reach
Basic efficiencies
in place
All activities
optimized
Strategic Value Gap
BASIC
FUNCTIONAL
MODERN
OPTIMIZED
Copyright © 2015 Talemetry, Inc. All rights reserved. 8
INBOUND ATTRACTION
• Manual job posting to each
job board
OUTBOUND SOURCING
• Basic database searching
separately of job boards
• Basic ATS searching of past
applicants
• Overuse of agencies
ENGAGEMENT/NURTURING
• Apply auto response
CONVERSION/CANDIDATE
EXPERIENCE
• Basic career site
• Basic Web apply process
Capabilities
INBOUND ATTRACTION
• Automated job advertising
• Centralized job advertising
• Free and diversity sites
OUTBOUND SOURCING
• Centralized multi-database
sourcing/searching
ENGAGEMENT/NURTURING
• One-to-One recruiter email
outreach
CONVERSION/CANDIDATE
EXPERIENCE
• Job specific apply processes
• Ownership of career site
• Site level SEO
INBOUND ATTRACTION
• Measurement and
optimization
OUTBOUND SOURCING
• Measurement and
optimization
ENGAGEMENT/NURTURING
• Measurement and
Optimization
CONVERSION/CANDIDATE
EXPERIENCE
• Candidate surveys
• Measurement and
Optimization
OPTIMIZED MANAGEMENT
• Unified sourcing analytics
• Traffic sources
• Source of applicants
• Source of hire
• Applicant conversion rates
• Email open/click rates
• Recruiter/agency efficient
• Activity analytics for recruiters
BusinessValue
CompetitiveLagging
A$rac(on
Maturity
Model
INBOUND ATTRACTION
• Per-click advertising
• Social site advertising
• Referral programs
OUTBOUND SOURCING
• Talent Networks
• Job talent pipelines
• CRM & email campaigns
• Agency/job distribution
ENGAGEMENT/NURTURING
• Talent Networks
• Email engagement programs/
content
CONVERSION/CANDIDATE
EXPERIENCE
• Targeted/branded career sites
• Internal career sites
• Social and mobile apply
• Job level SEO
OPTIMIZED MANAGEMENT
• Basic source tracking

9. Keys to Candidate Attraction Success
Poll
Where do you fall on the model?

10. Keys to Candidate Attraction Practices
Segment and develop personas
• Model your best candidate for each job family
by:
• Skills
• Competencies
• Current title and job
• Hobbies
• Media consumed
• Stores frequented
• Values
• Use your experience, your imagination, and hard
data from traits of current top performers

11. Keys to Candidate Attraction Success
Create compelling ads
• Speak directly to your ideal candidate’s strengths and desires
• Use information from your personas
• Avoid bland job descriptions and ATS-generated job titles

12. Keys to Candidate Attraction Success
Reach candidates where they are
• Use your segmentation information
• Post jobs to the most appropriate channels
• Broad job boards
• Targeted job boards
• Specific social networks
• Forums
• Pay-per-click ads

13. Keys to Candidate Attraction Success
Go broad with your distribution
• Use segmentation data
• Start with a large number of channels
• Refine channels based on actual results
• Optimize by job family

14. Keys to Candidate Attraction Success
Include agencies
• Distribute to agencies the same way you distribute to
other channels
• Formalize process
• Track results
• Optimize by job family

15. Keys to Candidate Attraction Success
Poll
What’s your cost per hire?

16. Keys to Candidate Attraction Success
Use the right tools
• Centralize job distribution
• Use a single tool that includes boards, social networks,
agencies, digital ads
• Automate and minimize recruiter intervention
• Measure and refine

17. Keys to Candidate Attraction Success
Integrate with your ATS
• Constant synchronization
• Pull live jobs from your ATS
• Remove closed reqs automatically
• Use source URL tracking for full cycle analytics

18. Keys to Candidate Attraction Success
Use single source distribution
• Avoid broken links
• Outdated jobs
• Poor candidate experience
• Maintain control

19. Keys to Candidate Attraction Success
Take advantage of free
• Post all your jobs to popular free sites
• Monster and LinkedIn have launched free postings
• Our analytics show that most organizations get better
performance from free sites for many job types
• Potential HUGE savings

20. Keys to Candidate Attraction Success
Poll
Do you auto-post to free boards?

21. Keys to Candidate Attraction Success
Declare independence
• Take media-generated analytics with a grain of salt
• Use media independent tracking URLs
• Standardize tracking results across all channels

22. Keys to Candidate Attraction Success
Automate everything
• Use persona-based rules
• Include diversity sites for all
• Auto-posting ensures consistency, speeds candidate
response, and frees up recruiters
• Help ensure OFCCP compliance
• Auto-posting to a qualified service provider goes a
step further for compliance and liability

23. Keys to Candidate Attraction Success
Measure and optimize everything
• Above all – source to hire analytics
• Job boards
• Social networks
• Pay-per-click
• Digital ads
• Agencies
• Dig deeper
• Traffic
• Applicants
• Qualified applicants

24. Keys to Candidate Attraction Success
Measure and optimize everything
• Analyze by job type and persona
• Optimize your spending mix
• A/B test ads and channels
• Advertising is often the largest budget item

25. Questions and Wrap-up
Free Candidate Attraction
Solution Snapshot
report emailed to you
Learn about Talemetry Candidate Attraction Solutions
and Recruitment Marketing Platform
Talemetry.com