10 Ways to Win With Recruitment Marketing

Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
10 WAYS TO WIN
WITH RECRUITMENT MARKETING

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Featured Speaker
Alicia Garibaldi
Senior Content Marketing Manager
Author of Employer Branding & Recruitment Marketing For Dummies®
alicia@glassdoor.com
@albagaribaldi

#Glassdoor

Agenda
• 10 Ways to Win with Recruitment Marketing
• How to Create a Recruitment Marketing Strategy
• Understanding Which Metrics to Track
• Sharing Results
• How to Take Advantage of Social Media

Recruitment marketing includes all
communications that an organization
uses to attract talent to its workforce.

Recruitment Marketing Tools
Career Websites
Blogs
Job Postings
Photos & Videos
Social Media
Events
Emails
Talent Community
Display Advertising

Create a Unique, Strong and
Authentic Brand
1

“Your brand is what other
people say about you when
you’re not in the room.”
Jeff Bezos – Founder & CEO, Amazon.com

Step 1
Would current
employees
recommend
your
organization
to a friend?
What are
job seekers
saying
about you
on
social?
What is
your
company
rating
on
Glassdoor?

69%of Glassdoor members
agree their perception of a
company improves after seeing
an employer respond to a review
84%
would consider leaving their
current jobs if offered another
role with a company that had an
excellent corporate reputation }Most in $75-100K salary
range would only require
a 1-10% salary increase
to consider such a move
Step 1
Source: Glassdoor Survey, October 2014

Top 5 pieces of information job seekers want
employers to provide as they search where to work:
Details on what makes the company
an attractive place to work
Details on compensation packages
Details on benefit packages
Company mission, vision and values
Basic company information
Step 1
1
2
3
4
5

STRONG
EMPLOYER BRAND
High Brand Awareness
Retention
More Job Offers Accepted
Revenue Goes Up
More Quality Applicants
Lower Cost-Per-Hire
Higher Number of Referrals
POOR
EMPLOYER BRAND
Low Brand Awareness
Attrition
Declined Offers
Low Productivity
Long time-to-hire
High Cost-Per-Hire
Poor Referral Programs
vs.
Source: Allegis Group Services Study, August 2012 (1,010 US Workers)

Step 1
Companies with a
good employer brand
see an average of
22%in reduced
recruitment
fees
Companies with a
strong employer brand
enjoy
50%cost-per-hire
savings
Source: Employer Branding Global Study Report Source: LinkedIn
Save Money With Employer Branding

Train Internal Brand
Ambassadors2

Encourage employees to
wear company gear
Involve employees in the
hiring process
Utilize referral programs
Step 2
Employee Brand Ambassadors

Step 2
Understand Employee Sentiment

5 Ways to Develop Brand Ambassadors
Encourage Them
Communicate the Importance
Incentive Them
Train Them
Make It Easy
1
2
3
4
5
Step 2

Encourage viral photos and
videos in all departments
Show the real “you” on a career
blog or through social posts
Let employees be who they are
Step 2
Let Employees Be Who They Are

Track Key Performance
Indicators
3

Key Metrics
Cost-Per-Hire
Time-to-Hire
Cost-Per-Applicant
App-to-Hire Ratios
Applicant Quality
Step 3

Key Marketing Campaign Channel Analytics
Step 3
Job Advertising
Social
Events
Employee Referral Program
Email
Recruiting/Staffing Agencies
Cost-per-hire, time-to-hire, cost-per-applicant,
app-to-hire ratios, candidate quality
Clicks, mentions, retweets, user demographics,
impressions, reach
Candidate quality, time-to-hire, cost-per-hire
Percent of employees who would recommend
your business, cost-per-hire
Open rates, click-through rates, response rates
Cost-per-hire, time-to-hire, candidate quality

Share Results With
Stakeholders
4

Assigning Recruitment Marketing
Roles & Responsibilities
Career Website Recruiting Employer Branding
Employee Engagement Events Social Recruiting
Email Mobile Calendar & Budget
Step 4

Simplify the Message5

Make Job Applications Easy
Questions
Layout
Branding
Social
Step 5

Monitor the Competition6

When Monitoring the Competition, Ask Yourself:
Are your competitors posting
jobs in similar places?
What roles are they trying to fill?
Do they have a social presence?
What are their strengths and
weaknesses?
Step 6

Analyze Your Traffic Compared to Competitors
Step 6
Male
69%
Female
31%
Male
73%
Female
27%
Male
68%
Female
32%
Gender
High
School
4%
College
67%
Graduate
School
30%
Education
High
School
4%
College
58%
Graduate
School
30%
High
School
6%
College
69%
Graduate
School
30%
Your Company Competitor 1 Competitor 2

See Where Your Competitor Is Investing
Step 6

Respond to Every Candidate7

Treat Every Candidate
Like a Customer

Step 7
Most job seekers
READ 4-7
REVIEWS
before forming an
opinion of a company
Source: Glassdoor Analytics, Q1 2015

Join the conversation
Compliment the good and
appreciate the bad
Show candidates that you value and
are receptive to employee feedback
Respond to Reviews
Step 7

Create a Marketing Calendar8

Marketing Calendar
Hiring dates and onboarding
classes
Recruiting events
Big themes and hiring initiatives
Job advertising start and
end dates
Step 8

Run a Referral Program9

Referral candidates are
5X more likely to get hired
than other candidates
Employee referrals
are the #1 SOURCE
for quality new hires
Source: Staffing.org
Source: ERE
Increase Candidate Quality
Step 9

Use Social Media at Every Step10

Social Recruiting — 2 of the Top Channels
Most Used for Employer Brand Promotion:
Step 10
92%company
website
80%social media
&

Social Media and Job Searching
Step 10
79%
are likely to use social
media in their job search
86%
of people in the first 10 years
of their career are likely to use
social media in their job search

Social Media and Job Searching
Step 10
Nearly 2 in 3 say
their employer does not
(or know how to) use
social media to
promote job openings
Nearly 3 in 4 say
their employer does not
(or know how to) promote
their employment brand
on social media

Major Social Platforms
Step 10

Hashtags
Step 10

Pro Tip
Download Employer
Branding for Dummies® or
Recruitment Marketing for
Dummies® to help you with
your strategy!

Questions?
Alicia Garibaldi
alicia@glassdoor.com
@albagaribaldi

10 Ways to Win With Recruitment Marketing

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