How to be the Amazon of Recruitment
•Descargar como PPTX, PDF•
4 recomendaciones•3,213 vistas
The universe has changed: Candidates are like consumers. This new dynamic of candidates as consumers has huge implications for your recruitment. Namely: How you gather data on interested candidates, and what can you do with that? How do you offer a compelling relationship with your brand for candidates at all stages of the process, both during attraction and selection. How do you build rich candidate profiles that help you target the right candidates, and then make data driven decisions about who to hire.
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (20)
Similar a How to be the Amazon of Recruitment
Similar a How to be the Amazon of Recruitment (20)
Más de SmashFly Technologies
Más de SmashFly Technologies (20)
Último
Último (18)
How to be the Amazon of Recruitment
- 1. #FutureCRM Click to edit Master title style How To be the Amazon of Recruitment Presented by Porter Williams, HireVue Chris Brablc, SmashFly
- 2. #FutureCRM You can connect to audio using your computer’s speakers or via phone. If you experience any technical difficulties with WebEx, please contact WebEx support at 1-866-229-3239. We’ll be holding a live Q&A at the conclusion of the presentation. Please submit your questions in the WebEx Questions pane throughout the webinar! Yes – we’re sending you the recording AND the slides! Welcome to today’s webinar!
- 3. #FutureCRM We’ll be live tweeting during today’s webinar and we want you to join in on the discussion on Twitter! So, tweet to your heart’s content about the awesome content we’re about to share and use the hashtag… #FUTURECRM #FUTURECRM
- 4. #FutureCRM Meet the Presenters Porter Williams Director of Client Services HireVue @porterkwilliams Chris Brablc Director of Marketing SmashFly @cbrablc
- 5. #FutureCRM Agenda The Consumerization of the Candidate Experience How Marketers use data for better relationships The Future of the Candidate CRM Record Using Technology and Analytics to Measure Success Q&A
- 6. #FutureCRM The Universe Has Changed Candidates are like consumers.
- 7. #FutureCRM Agenda Consumerization of the Candidate Experience Employer Branding Recruitment Marketing Recruitment Analytics Q&A Candidates Expect: • Social Engagement • Relevant Content • Transparent Culture • Mobile Optimization • Fast Feedback • VALUE! The Universe Has Changed Candidates are like consumers.
- 8. #FutureCRM Relationships Matter! MarketingTeam are Experts How to influence buyer’s decisions
- 9. #FutureCRM Marketers have more data than ever before 90% of all Data created had happened in the last few years. The digital universe will reach 44 zetabytes in 2020, doubling every 2 years. But, we utilize less than 5% of this data for analysis http://www.emc.com/leadership/digital-universe/2014iview/executive-summary.htm
- 10. #FutureCRM Creating Marketing Relationships with Data Myth: “Big Data” has to be big Most companies don’t have the necessary operating performance data to be successful. Marketing Automation solutions were built to put otherwise disparate data in the hands of marketers.
- 11. #FutureCRM A Look at Amazon
- 12. #FutureCRM What Amazon Captures About Me – Raw Data Location Data Credit Card Info What I Buy When I Buy What I Search Products I View
- 13. #FutureCRM Raw Data – Credit Card Information – Location – What I Buy (when I buy it) – What I search / view What Amazon Captures About Me What it Tells Them – Buying Patterns – What I watch & read – Hobbies / Interests – Life Trends
- 14. #FutureCRM Raw Data – Credit Card Information – Location – What I Buy (when I buy it) – What I search / view What Amazon Captures About Me What it Tells Them – Buying Patterns – What I watch & read – Hobbies / Interests – Life Trends Goal: Drive Conversion and Revenue
- 18. #FutureCRM Simple...It’s All About Value! Why Amazon?
- 19. #FutureCRM How Can We Provide Value? Why Us as an Employer?
- 20. #FutureCRM Unknown Today’s Talent Acquisition Strategy Visitor Contacts Qualified Leads Applicants Qualified Candidates Employees Attract Engage Nurture Convert Assess Sell Job Ads Events Employer Brand SEO Social Career Site Landing Pages TN Forms Referrals Call-to-Actions Job Alerts Sourcing CRM Talent Network Email Marketing Digital Interviews Automation Digital Interviews Skill Assessments Hiring Manager Interviews Offer Employee Stories Recruiter Follow-Up
- 21. #FutureCRM Unknown Today’s Talent Acquisition Strategy Visitor Contacts Qualified Leads Applicants Qualified Candidates Employees Attract Engage Nurture Convert Assess Sell Job Ads Events Employer Brand SEO Social Career Site Landing Pages TN Forms Referrals Call-to-Actions Job Alerts Sourcing CRM Talent Network Email Marketing Digital Interviews Automation Digital Interviews Skill Assessments Hiring Manager Interviews Offer Employee Stories Recruiter Follow-Up Most Candidate Interactions are not tracked pre-applicant
- 22. #FutureCRM Unknown Today’s Talent Acquisition Strategy Visitor Contacts Qualified Leads Applicants Qualified Candidates Employees Attract Engage Nurture Convert Assess Sell Job Ads Events Employer Brand SEO Social Career Site Landing Pages TN Forms Referrals Call-to-Actions Job Alerts Sourcing CRM Talent Network Email Marketing Digital Interviews Automation Digital Interviews Skill Assessments Hiring Manager Interviews Offer Employee Stories Recruiter Follow-Up Most Interview Data is not used to Make Educated Decisions
- 24. #FutureCRM PASSION VALENCE DISTRESS PERSONALITY SENTIMENT RETENTION COMMUNICATION INTUITION WORD COMPLEXITY RESPONSE WORD CHOICE POTENTIAL EXPRESSION ENGAGEMENT EMOTION ATTENTION WORK HISTORY REFERENCES EDUCATION SKILLS SUBJECTIVITY LANGUAGE ABILITIES CONTEXTUAL SKILLS BEHAVIOR INTERACTION DATA ATTITUDE YOUR CULTURE YOUR POSITIONS YOUR TEAM YOUR COMPANY BIG DATA
- 25. #FutureCRM How do we begin capturing this data on candidates? Questions we need to answer
- 26. #FutureCRM How do we begin capturing this data on candidates? How do we use it to provide VALUE? Questions we need to answer
- 27. #FutureCRM CRM Candidate Profile of the Future
- 28. #FutureCRM CRM Candidate Profile of the Future 1. Candidate Personas
- 30. #FutureCRM Potential Candidate Persona Background: • Where do candidates come from • Location • Role Demographics: • General Male-Female Ratio • Average Age • Household Income Goals and Interests: • Professional Goals • Hobbies / Interests • Personality Type Where They Live: • Sites They Visit • Newsworthy Topics • Continuing Education Job Search Data: • Unemployment Rates • Competitor Information • Industry Labor Trends Critical Skills - Hard-to-Fill - Competitive - High Volume
- 31. #FutureCRM Pro Tip: Leverage Automation to Target Key Automation Rules – Use Pre-Determined Talent Network Forms to Identify key personas – Automatically email communications to “Thank” all Talent Network – Nurture candidates with targeted job openings and employer branding content o Reach out to those that take action – For hard to fill positions, have recruiters reach out directly with identified candidates. Base Automation Rules on Important Stages in Process and Key Personas
- 32. #FutureCRM CRM Candidate Profile of the Future 1. Candidate Personas 2. Digital Interviews
- 33. #FutureCRM Digital Interviews People are Voices People are Personalities People are Experiences Bringing those to life at scale is the next era of HR.
- 34. #FutureCRM Build Rich Candidate Profiles for Holistic View
- 35. #FutureCRM PASSION VALENCE DISTRESS PERSONALITY SENTIMENT RETENTION COMMUNICATION INTUITION WORD COMPLEXITY RESPONSE WORD CHOICE POTENTIAL EXPRESSION ENGAGEMENT EMOTION ATTENTION WORK HISTORY REFERENCES EDUCATION SKILLS SUBJECTIVITY LANGUAGE ABILITIES CONTEXTUAL SKILLS BEHAVIOR INTERACTION DATA ATTITUDE YOUR CULTURE YOUR POSITIONS YOUR TEAM YOUR COMPANY BIG DATA
- 37. #FutureCRM Iris 15,000 PREDICTIVE ATTRIBUTES 100,000X MORE DATA THAN A RESUME HireVue Iris™ Deep Learning Analytics Engine Data Driven Decisions
- 38. #FutureCRM Pro Tip: Ask the Right Questions
- 39. #FutureCRM Candidate Profile of the Future - CRM 1. Candidate Personas 2. Digital Interviews 3. Social
- 40. #FutureCRM We are all creating social footprints Let’s use them to connect
- 41. #FutureCRM 94% are likely to apply for a job If employer actively manages its employer brand2 12sources of information are consulted by consumers before making a purchase decision1 70%trust online reviews and ratings as a source of brand info2 57%of the purchase decision is made before a consumer talks with a supplier3 Employer Brand is Important
- 42. #FutureCRM Pro Tip: Use Social in Recruiter Outreach Social Data Can Provide Insight & Credibility – Have Recruiters check social footprint before writing email or inMail – Create Email Templates with section for dynamic content based on candidate social footprint – Have recruiters follow pipelined candidates on Twitter (the candidate most likely will notice) Leverage Company Social Profiles on Glassdoor and Indeed as content to “sell” candidates
- 43. #FutureCRM CRM Candidate Profile of the Future 1. Candidate Personas 2. Digital Interviews 3. Social 4. Interactions
- 44. #FutureCRM Influencing Consumers through Content Awareness Stage Consideration Stage Decision Stage eGuides eBooks White Papers Editorial Content Analyst Reports Webcasts Solution Comparisons Expert Reviews Podcasts Video Product Comparisons Case Studies Software Trials Tradeshows Product Literature Where are They Consuming Content? What Content are they consuming? Marketing
- 45. #FutureCRM Influencing Candidates through Content Awareness Stage Consideration Stage Decision Stage Job Postings Social Posts Career Blogs Job Ads Sourcing Linkedin InMails Glassdoor Reviews Digital Interview Job Alerts Recruiter Outreach Personalized Content Newsletters Employee Testimonials LinkedIn Contacts Job Openings Career Fairs Workplace Awards Where are They Consuming Content? What Content are they consuming? Recruiting
- 46. #FutureCRM Consistency in Employer Brand
- 47. #FutureCRM Consistency in Employer Brand
- 48. #FutureCRM Consistency in Employer Brand
- 49. #FutureCRM Consistency in Employer Brand
- 50. #FutureCRM Consistency in Employer Brand
- 51. #FutureCRM Pro Tip: Start Measuring Source of Influence Measure all Candidate Touch-points – Job Board Views & Clicks – Career Site Page Visits – Email Opens and Clicks – Recruiter Follow-Up – Talent Network Form Completions – Job Alert Send-outs – Recruiter & Hiring Manager Feedback – Social Interactions – CRM Statuses – ATS Statuses
- 52. #FutureCRM Pro Tip: Brand Sentiment (NPS)
- 53. #FutureCRM CRM Candidate Profile of the Future 1. Candidate Personas 2. Digital Interviews 3. Social 4. Interactions 5. Referrals
- 54. #FutureCRM Referrals are the #1 External Source of Hire 41% of all hires were internal candidates 19.2% were Referrals http://www.careerxroads.com/news/2014_SourceOfHire.pdf 60% of all hires come from current employees & advocates
- 55. #FutureCRM Referrals are a Top Source of Hire but... 45% of companies have somewhat to no faith in ability to track referrals Source: SmashFly 2015 Absolutely 23% Pretty Confident 32% Somewhat 20% A Little 17% No Faith 8%
- 56. #FutureCRM Using Candidate Contacts for Referrals Expanding Referral Network beyond Employees leads to more referrals Source: SmashFly 2015 28% 36% Among participants that get referrals from employees only Among participants that reach beyond employees to get referrals 28%More referrals 5 6
- 57. #FutureCRM ProTip: Leverage your Full Referral Network Not Just Employees – Campaign to talent pipelines around referrals – Keep track of referral rewards for non-employees Central Communication: Leverage your RMP to communicate with candidates but employees, alumni, fans, partners and contractors to drive referrals as well
- 58. #FutureCRM CRM Candidate Profile of the Future 1. Candidate Personas 2. Digital Interviews 3. Social 4. Interactions 5. Referrals 6. Evaluation & Measurement
- 59. #FutureCRM Technology – Sales / Marketing Model Employees Customer RM Applicants Sales CRM Marketing Automation Software Customers Prospects Leads
- 60. #FutureCRM Technology – Current TA Model Employees HRIS Applicants ATS CRMSocial Career Site Employer Brand ReferralsMobile Job Distribution SEO Employees Applicants Leads
- 61. #FutureCRM Technology – Near Future TA Model Employees HRIS Applicants ATS RECRUITMENT MARKETING PLATFORM Employees Applicants Leads
- 62. #FutureCRM Determine Flow and Stages that determine candidate progression (build into CRM) What do you need to see and know to move a candidate on? Drive candidates along personalized Candidate Experience designed to: 1) Build Interest in your Company 2) Qualify their Skills Determining Candidate Quality Hire
- 64. #FutureCRM Build Larger Targeted Pipelines
- 65. #FutureCRM Goal: Convert More Qualified Candidates
- 66. #FutureCRM Learn More about HireVue
- 67. #FutureCRM Learn More about SmashFly Blueprint for Success SmashFly Total Recruitment Marketing Platform.
- 68. #FutureCRM Q&A Porter Williams Director of Client Services HireVue @porterkwilliams Chris Brablc Director of Marketing SmashFly @cbrablc
Notas del editor
- DEIRDRE
- DEIRDRE A few webinar tips – you will be muted throughout the session so make sure to ask questions in the questions pane. Dina and I would be happy to answer them along the way.
- DEIRDRE A few webinar tips – you will be muted throughout the session so make sure to ask questions in the questions pane. Dina and I would be happy to answer them along the way.
- DEIRDRE As Director of Marketing at SmashFly, Chris provides leadership for SmashFly’s online marketing efforts — developing and executing comprehensive marketing strategies and branding campaigns through social media, SEO, SEM and PR outreach. Chris is also the main contributor to the SmashFly Blog and on social media where he shares industry news, client case studies and other thought leadership content to help recruiting organizations utilize technology better to drive qualified candidate flow and improve budget usage. Due to this online presence, Chris was recognized as one of HRExaminer’s 2012 Top 25 Online Influencers in Recruiting; a yearly list by industry analyst John Sumser and is a Council Member for The Candidate Experience Awards.
- DEIRDRE
- PORTER: Thanks Deirdre! There is no doubt that the world has changed and there is a clear direction in that change - The consumerization of the candidate experience
- PORTER: What we’ll be exploring today is this new dynamic of candidates as consumers, and the implications this has for your recruitment. Namely How you gather data on interested candidates, and what can you do with that? How do you offer a compelling relationship with your brand for candidates at all stages of the process, both during attraction and selection. How do you build rich candidate profiles that help you target the right candidates, and then make data driven decisions about who to hire.
- PORTER: None of these ideas are new. Your Marketing teams have known this for a while. They realized the need for more personalized buying experiences and have begun implementing strategies to create mass customized experiences for consumers. Nearly every marketing department leverages data on our interactions to better understand their target consumer audiences and provide an experience that makes us want to buy from them. And the ones that don’t, we don’t have time for. Now, we’re going to applying these same ideas to recruitment.
- CHRIS: And one of the best at this is Amazon. If you are like me, Amazon is where you do most of your shopping or at the very least is where you start your search. One of the reasons
- CHRIS: It also refers to the challenges, capabilities and competencies. Most companies can significantly improve their business performance simply by focusing on how operating data can inform day-to-day decision making. https://hbr.org/2013/12/you-may-not-need-big-data-after-all
- CHRIS: And one of the best at this is Amazon. If you are like me, Amazon is where you do most of your shopping or at the very least is where you start your search. One of the reasons Most revenue per unique user of tech companies
- CHRIS: Item to item collaborative thinking
- CHRIS:
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- PORTER If you look at the pipeline for the candidate journey, from the point you attract them, to the point you close the deal and bring them on board, there are a ton of different tools used, and a ton of data present throughout this process. The problem is that generally, we do a pretty lousy job of actually USING that data.
- PORTER For example, in many processes following a traditional model, with a traditional applicant tracking system, nothing actually get tracked until the candidate applies for a job!
- PORTER And, in many companies, data from interviews doesn’t get passed effectively throughout the process, and isn’t properly factored into decision making. How many people have you heard say they have a good “gut instinct” for talent? Most of use know that this approach isn’t effective, but without data, it’s all just opinions, and can be hard to disprove.
- PORTER When we look at the standard candidate profile like a resume, or even a LinkedIn profile, here’s what we consistently get. It’s pretty surface, and honestly not all that important in terms of whether or not this person will be a good fit for the role, or your company.
- PORTER There is a LOT more information just waiting to be gathered, and we get it through interactions. But what are we doing with it? Where does it go? Most of it is unstructured data that is unconsciously processed during interactions, so how can we actively use it?
- PORTER So, we start by asking ourselves…
- PORTER We can’t just gather data. You have to DO something with it. How can we use all this amazing data that is flying around in our process, and use it to provide value?
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- PORTER Another key element the rich candidate profile of the future is using digital interviews as a way to capture interactions in a way that can be easily consumed by stakeholders, and used to help make data-driven decisions.
- PORTER A candidate is much much more than a flat resume or CV. They are more than bullet points. They are stories, and ideas and experiences and all these things that make them the kind of person you want to be a part of your team.
- PORTER It’s just a matter of capturing those digital interactions, and making it part of your candidate profile. This is how you start building rich, holistic views of candidates that are then accessible to your stakeholders in the hiring process exactly when and where they need them.
- PORTER From there we can start mining these digital interactions for all of that amazing unstructured data, and turn it into structured data to help us make better decisions.
- PORTER There’s many ways the different data in the process can be used. On the individual level, we can look at evaluation data to help make support immediate decisions about who gets to move forward in the process,
- PORTER … and then at the macro level, you can use data to start building models of success, of what great looks like at your company, for each type of role. Iris, the data engine at the heart of HireVue’s Insights module, can actually start helping you identify the best candidates in your talent pool in real time as they submit their digital interviews, without your team lifting a finger. The more data you feed this model the smarter it becomes. So now we’re using data in a myriad of different ways throughout our process to not only create a more valuable relationship with candidates we’re attracting, but also to make better and easier hiring decisions.
- PORTER One of the great truisms of any sort of data-driven process is “garbage in, garbage out.” You get what you ask for. This has a very important application as you start designing your digital interactions with candidates. I’ve seen this trip up customers many times, even a few times just in the last year since I moved to London, where a company isn’t feeling like they were getting meaningful insights into candidates from their digital interviews. Invariably, they have weak questions, and thus the candidates are giving them weak data. So then we have a conversation about what they are really looking for, and they overhaul their questions, and BAM! they start seeing better results. So think about this at ALL stages of your process – what are you LOOKING FOR at this point, and are you positioning yourself to RECEIVE that data? Because you get what you ask for.
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- PORTER
- PORTER Marketing teams have long analyzed what content consumers are interested in, and what content helps advance consumers through their buying process. They help keep consumers engaging with their brand in different ways throughout the entire process.
- PORTER We in recruiting should apply this same concept to our engagements with candidates. What is the right content to help candidates move through the process? How do provide an immersive brand experience throughout your entire engagement with a candidate?
- PORTER This extends far beyond splash pages and social media channels…
- PORTER … though those are certainly apart of it.
- PORTER It’s about analyzing every step of your candidate journey…
- PORTER And making sure that your brand is being well reflected. That you’re providing content that not only helps candidates understand your Employer Value Proposition…
- PORTER …. But helps them get to know you in a way that they can decide for themselves if they’re a good fit. The great thing about this approach is that every candidate, whether they advance successfully in the process or not, walks away with a positive impression of your brand.
- PORTER -> CHRIS???
- PORTER It’s really important to measure the impact on your brand, and what candidates think, and then use that information to iterate further for better results. We help our customers measure a candidate Net Promoter Score, but there are lots of ways to do this. The key is to not focus on the number as a goal in and of itself, but rather to look at it as data to help you continuously improve.
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- CHRIS
- PORTER This is where you have to really identify what you are looking for at each stage of your candidate journey, and what content and interactions need to occur to get the results you’re looking for. Make sure that you are driving towards the results you want. You need to progressively build their interest in your company and then qualify and validate their fit for the role.
- PORTER All the data together starts helping you attract the right kind of person, and helps you identify the best of the bunch. Chipotle example
- CHRIS
- CHRIS
- PORTER
- CHRIS
- DEIRDRE