Embracing the Marketing Playbook in Recruiting

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The document discusses Lever's experience improving their recruiting process by embracing marketing strategies. It outlines problems they initially faced with high candidate volumes and bounce rates. They then discuss lessons learned such as telling candidate stories to increase response rates, reducing time to fill and cost per hire. The document advocates studying existing marketing playbooks and hiring a marketer to improve the candidate experience throughout the hiring process and scale efficiencies.

Reclutamiento y RR. HH.

Embracing the
Marketing Playbook
Mike Bailen, VP People @ Lever

31,000
- 300
30,700
applications
new hires
rejection letters

1. Candidate experience
2. Recruiter efficiency
3. Bounce rate
Problems

Insiders versus applicants
3x more insiders than applicants
Unqualified candidates per req
Unqualified candidate volume down 69% per req
Bounce rate
Down to 43% from 80%
Sourced candidates
Increased sourced candidates by 4x

1. Consider a “keep in touch” option
2. Invest in nurturing
3. Energize the organization
4. Solicit referrals year-round
Lessons Learned

1. Marketing is a unique skill-set
2. Recruiters & sourcers may not be a fit
Mistakes Made

Sourcing response rate
Stories led to a 20% higher response rate
Time to fill
Shrunk time to fill by 40%
Cost per hire
Reduced cost per hire 42%
Recruiter efficiency
Increased fills per recruiter per quarter by 117%

1. Don’t reinvent the wheel; study marketing!
2. Storytelling increases quality inbound &
sourcing response rates
3. Use a candidate-centric ATS
Lessons Learned

1. Candidate experience must reflect onboarding
& employee experience
2. Keep it simple
Mistakes Made

1. Rethink the RC role
2. The funnel doesn’t end at “hired”
Lessons I’m Learning

1. Embrace the existing marketing playbooks,
hire a marketer
2. Candidate experience must = employee
experience
3. Tell stories at scale to increase efficiency and
wins at scale
20/20 Hindsight

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