channel your inner marketer - sf breakfast 093014
TRANSCRIPT
Channel Your Inner Marketer 1
Channel Your Inner Marketer
Applying Marketing Principles to Talent Acquisition Efforts
Channel Your Inner Marketer 2
Agenda
• Welcome and Introductions
• What is Talent Brand & Why it Matters
• The Marketing Funnel as it applies to Talent Acquisition
• Client Journey: Erin Wilson from BrightRoll
Erin NixonDirector of Talent Brand Solutions
Nathan PhaneufTalent Brand Consultant
Ice BreakIn
Most Popular
Most Endorsed
Earliest Adopter
Most Connected
MariaVasquez
SteffanMartell
JosetteHoffman
VeronicaSalcido
In the transparent economy that digital media is creating, your
talent, corporate and consumer brands are indivisible.
- Josh Graff
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Strong brands move people toward
purchase long before they enter the store
Great recruiters think about jobs the way marketers think about products
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People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment.
People complete 60% of the decision making process prior to any direct interaction with the brand because of the level of AWARENESS they have with your brand.
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Do you think people treat
Career decisionsany less seriously?
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What is Talent Brand?
The highly social, totally public version of your employer brand that incorporates what your talent thinks, feels and shares about your company as a place to work
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Why Invest in Your Talent Brand?
1. A strong Talent Brand is associated with lower cost per hire
2. A strong Talent Brand increases response rates to recruiter messages (up to 2X)
3. Companies with a strong talent brand attract 50% more applicants to their jobs
4. Companies with a strong talent brand find 3X as many of their hires through LinkedIn
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Involve your entire organization
Executive Team
Marketing & Communication Team
Hiring Managers
Employee Base
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Every hire travels through the same journey
Unaware
Considering
Hired
Aware
The Candidate Journey
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Traditional Marketing Funnel
Today’s best recruiters are leveraging existing marketing strategies
Talent Acquisition Funnel
Awareness
Engage
Leads
Hire
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Why? • We need to reach targeted audiences with relevant
messaging to convert the unaware to aware
How?
Top of the funnel, Raise Awareness
Ad Campaigns
Content Marketing
Jobs
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Why? • Candidates need to be engaged before they will apply
for Jobs, respond to Recruiters and accept offers
How?
Mid funnel, it’s about Engagement
Talent Communities Targeted and engaging Career Pages
Engaging JobDescriptions
Engage
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Why? • To hire the best quality talent, we want options – pools of
engaged, excited candidates who want to work for your company
How?
We’re going to need Leads…
Applicants Talent Pools
Sourcing
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10%
75%
Increased engagement with your brand improves the effectiveness of your outreach
17
Aug 2013 to Jul 2014
Engaged with your brand
No engagement with your brand
InMail Response Rates by Recipient Engagement
*Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to receiving an InMail from one of your employees
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Well, that’s up to you.
And the hiring?
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Tips and Best Practices
1. Relevance is the key to successful engagement
2. Engage at multiple touch points (and platforms!)
3. Time scale• Always On (365 days/year)• Specific project/initiative (3 months)
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Measure & Optimize
1. Traffic/campaign reporting• Impressions/Views• Unique members/users reached• Click rates, Engagement rates• Follower/Likes Growth
2. LinkedIn Data• Talent Brand Index• InPact
3. Impact to business• Cost per hire• Time to fill• Quality of hire• Retention rate
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Awareness
Engage
Leads
Hire
300,000 Ad Impressions
Putting it all together
3,000 Click-throughs
240 Applications
8 Hires
1% Click-through rate
8% conversion of Job Views to Applications (LinkedIn average)
30 applications per position
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Awareness
Engage
Leads
Hire
The more they see you, the more they know you
Putting it all together
Create a dialogue with your target audience
Be relevant and engaging to target talent
Make your hiring process seamless and effective
Recruitment ads Employee Profiles Sponsored Jobs
Custom Career Pages Targeted Content
Sourcing Actively manage and
maintain Talent Pipeline
Talent Direct InMail Campaign
Measure your InPact
© 2013 BrightRoll, Inc. All rights reserved.
Erin WilsonHead of Talent Engineering
@techmatchmaker
© 2013 BrightRoll, Inc. All rights reserved.
© 2013 BrightRoll, Inc. All rights reserved.
© 2013 BrightRoll, Inc. All rights reserved.
© 2013 BrightRoll, Inc. All rights reserved.
© 2013 BrightRoll, Inc. All rights reserved.
© 2013 BrightRoll, Inc. All rights reserved.
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© 2013 BrightRoll, Inc. All rights reserved.
Questions?
2014 LinkedIn Corporation. All Rights Reserved.