1. Marketing is to Recruiting…
Using marketing tools and tactics
to shoot your candidate
experience through the roof

2. • 77% likely to share a
negative experience.
The state of candidate
experience today • Negative experience
reduces amount of
accepted offers.
• Poor employment brand
in the workplace.
• Fewer and fewer quality
applicants apply.
• No news = bad news

3. You’re not helpless. Recruiting is not
helpless.
“I can’t possibly respond to every resume that comes into our
shop.”
“We’re too big/small/busy/understaffed/underfunded.”

4. Marketing Does.
Marketing Recruiting
• Has to research target • Candidates are different
markets and tailor their as are their expectations
messaging to several. for a “good” experience.
• Must use multiple • As application channels
distribution channels. increase, so too must the
• Works with customer communication loops.
service to ensure • Candidate experience
seamless experience. doesn’t happen in a
• Has lower cost of vacuum.
acquisition. • Much more is riding on
this decision.

5. How will marketers change their social media
activities in the future?
We asked marketers to indicate how they will change their social media use in the near future. Survey
takers were asked to indicate whether they will increase, decrease, remain the same or not utilize various
social media networks and tools.
A significant 77% of marketers plan on
increasing their YouTube and/or video
marketing.
Businesses with 1,000 or more employees
indicated this is a key growth area, with 82%
responding affirmatively.
Socialmediaexaminer.com
CONFIDENTIAL & PROPRIETARY
© 2011 Social Media Examiner

6. Tactic #1: The 80/20 Rule
Marketers allow certain clients to self-select. We also know that
some clients are more trouble than they are worth. The trick is not
making them angry when they’re shown the door.

7. Tools
• Loop11 • Be crystal clear about
• Silverback 2.0 your culture and
• Omniture values. Everywhere.
• Ease of access
trumps fancy design.
• Youtube
• Provide candidates
• Facebook with a closer look into
• LinkedIn the organization via
social channels.

8. Why video?
Engagement with online video continues to grow substantially.
8

9. Tactic #2: Rapid Response Team
No it’s not easy, but whether you do it through social channels, the
telephone, auto-responders or a CRM, you MUST respond to
people. No excuses.

10. Tools
• Gmail, Outlook • Respond.
(autoresponders, canned • In the manner you were
responses) contacted.
• Salesforce/Sugar/ACT • There are several tools,
• Autoresponders or timed including Gist,
responses via Vertical Rapportive, Sprout Social
Response, Constant and more that will allow
Contact, MailChimp, Awe you to keep track of
ber people that email a
• Social channels inc. certain address.
Twitter • Many of these are free or
very low cost and allow
you to import/export CSV
files.

11. Tactic #3: Market research
A good marketer knows his or her markets, all of them. How can
you use this information to your advantage? You got it.
Networks, communities, or just contact!

12. Tools
• Eloqua • Research can be
• Survey Monkey conducted via follow
• QuestionPro up surveys
• Facebook Insights • Beta groups can be
used on LinkedIn
• Dive into your ATS
data • Testing tools within
your career site and
• Your own two hands facebook
• Try your own career
site.

13. Tactic #4: Content Marketing
Got a captive audience that needs something? Give it to them.
They may not be today’s hire, but they could be tomorrow’s (or a
customer!)

15. Tools
• RSS feeds • If content creation is
• Storify, Paper.li, etc out of the question, try
• Slideshare curation.
• Video • Give information
alongside the CTA, in
• Good old fashioned this case, your open
email positions.
• People love video,
especially when it
shows them the answer
to a burning question.

16. Search Engine Optimization
Make sure your content is indexing on Google!
Google is the number 1 place people start their job search!
Video places top of search engine results.
Search Engine Optimized - utilizing such key words as your company name, name of the position, and
type of sector.
Our clients are front and center reaching top talent with multiple first and second page placement for
their videos!
Traditional recruitment methods provide only ONE opportunity to capture a candidate. With the SEO
links, you have UNLIMITED opportunities to capture a candidate - video appears on multiple websites!
KEYWORD: FANNIE MAE JOB FINANCE PROFESSIONALS KEYWORD: CLEVELAND CLINIC CARDIAC OR REGISTERED NURSES
#1 ON THE FIRST PAGE - “WEB” SECTION #1 ON THE FIRST PAGE - “VIDEO” SECTION
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17. Tactic #5: Setting Expectations
Terms and conditions. FAQs. Contracts. Statements of Work. All of
these documents set expectations early and often.

18. Tools
• Headers and Footers • Pay attention to the
• Career Site company you keep.
• Follow up FAQ email • How easy and
• YouTube informative is your
process?
• Flowchart
• Does your process
match your internal
processes?
• How do I know what
to expect?

19. Be Where your Candidates Are

21. This is the goal for marketers.
A click. A movement from one point to the next. A smile. A
testimonial.

22. Sources
http://www.hrexaminer.com/candidate-experience
http://www.slideshare.net/beeshields/optimizing-the-candidate-experience
http://blogs.hbr.org/cs/2011/01/how_my_company_hires_for_cultu.html
http://www.ere.net/2011/11/01/we-did-something-about-the-candidate-experience/