blurred lines: blurring the lines between human resources, recruiting and marketing

B L U R R E D L I N E S

Blurring the Lines Between HR/Recruit ing & Marketing

I N T R O D U C T I O N S

Ryan BacaVice President, About Talent

Staci JohnsonVice President Marketing,Roth Staffing Companies

Do you currently have an active Employer Brand strategy?

Yes and it’s pretty awesome

Yes but it isn't so great

We’re working on it

No, that’s why I’m on this call

P O L L Q U E S T I O N

Defining the Line

Consistent Branding

Five Projects

Implementing a Strategy

Return on Investment

Marketing in the RPO Landscape

TO DAY ’ S TO P I C S

D E F I N I N G T H E L I N E

WHERE COULD/SHOULD

HR & MARKETING INTERSECT?

CONSUMERS

EMPLOYEES

LOGOS

STYLE GUIDE

ADVERTISING

PRESS RELEASES

DESIGN – FLYERS/WEBSITES

TRADE SHOWS

SOCIAL MEDIA

JOB DESCRIPTIONS

SOURCINGSTRATEGIES

EMPLOYEE HANDBOOK

EMPLOYEE BBQ

NEW EMPLOYEE ORIENTATION

OPEN ENROLLMENT

CONFLICT RESOLUTION/COACHING

B L U R R I N G T H E L I N E S

attracting the attention of future and existing customers

AWARD-WINNING

MARKETING AD

HR INTERNAL

EVENTMATERIALS

Attract Candidates

Hire Candidates

Engage & Retain Employees

E M P LOY E R B R A N D I N G

• Offer Letter

• Welcome Card To Family

• Welcome Box

• Employee Handbook

• Hiring Paperwork

• First Day

• First Week

• First Month

CONTINUE TO “RECRUIT” YOUR EXISTING EMPLOYEES

TO DAY ’ S C A N D I DAT E M A R K E T

1. Social Job Posts

2. Videos

3. On-boarding Welcome Box

4. Events & Activities

5. 12 Days of Benefits

F I V E P R OJ E C T S

Who manages your Employer Brand?

We partner with our Marketing Department

We make stuff ourselves

Our RPO Provider

We use a Marketing Agency

None of the above

P O L L Q U E S T I O N

S O C I A L /J O B P O S T S

S O C I A L /J O B P O S T S

S O C I A L /J O B P O S T S

V I D EO S

70% of applicants trust what

employees say about a company

over brand ads.

And when looking for jobs,

76% of applicants researched

companies on LinkedIn by looking

at current employee profiles.

(BETTERTEAM)

T E S T I M O N I A L S

70% of applicants trust what

employees say about a company

over brand ads.

And when looking for jobs,

76% of applicants researched

companies on LinkedIn by looking

at current employee profiles.

(BETTERTEAM)

T E S T I M O N I A L S

W E L C O M E B OX

W E L C O M E B OX

W E L C O M E B OX

W E L C O M E B OX

W E L C O M E B OX

E V E N T S & A C T I V I T I E S

E V E N T S & A C T I V I T I E S

E V E N T S & A C T I V I T I E S

E V E N T S & A C T I V I T I E S

E V E N T S & A C T I V I T I E S

B E N E F I T S

B E N E F I T S

B E N E F I T S

H O W ?

Do It Internal ly

— Work with Market ing

— Hire an HR Market ing Spec ia l i st

Outsource It

— Work with your RPO

— Contract a Market ing Agency

A B E S T W O R K P L A C E

D O I T I N T E R N A L LY

PROS1. Culture alignment2. Consistency with other company

messaging3. You know them

CONS1. They’re swamped2. It’s not their priority3. Change management

PROS1. Singular focus2. They can help Marketing, too3. They can help with HR functions, too

CONS1. Marketing won’t like it2. Jack-of-all-trades required3. Cost of FTE

WORK WITH MARKETING

HIRE AN HR MARKETING SPECIALIST

O U T S O U R C E I T

PROS1. Knowledge of internal policies/

processes2. Knowledge of company’s messaging3. Understanding of your workforce needs

CONS1. Typically an additional fee2. It’s not the RPO’s core competency3. Communicating, longer timelines

PROS1. Highly skilled2. Experience3. Out-of-the-box ideas

CONS1. Cost2. Communicating, longer timelines3. Might not align with company

branding

WORK WITH YOUR RPO

CONTRACT A MARKETING AGENCY

H O W W I L L YO U ?

Work with Marketing

Hire an HR Marketing Specialist

Work with your RPO

Contract a Marketing Agency

R P O L A N D S C A P E

Global 2016 RPO market revenue is estimated at $4,172M and grew 13% YOY.

This segment continues to outperform the wider staffing market which experienced growth of 5% in 2016.

Growth is primarily driven by lack of internal bandwidth and ability to service challenging niche markets.

RPO services often extend to employment branding, needs assessment, and market segmentation techniques to optimize the sourcing strategy.

Most effective source of regular/permanent full-time hires?

Clients are adopting more services from their RPO providers:

28%

18%11% 10%

Career Site Referrals Other RPO

35%

Career Site

19%

Video CV & interviews

5%

Gamification

Source: Staffing Industry Analysts

Q U E S T I O N S ?

Ryan Bacarbaca@abouttalent.com

www.linkedin.com/in/rbaca

Staci Johnsonstjohnson@rothstaffing.com

www.linkedin.com/in/staciatrothstaffing

T H A N K YO U