how to engage candidates with an always-on digital strategy | talent connect 2017

HOW TO ENGAGE CANDIDATES WITH AN ALWAYS-ON DIGITAL STRATEGY

HOW TO ENGAGE CANDIDATES

WITH AN ALWAYS-ON DIGITAL STRATEGY

WE’RE ENTERPRISE

FAMILY OWNED

& OPERATED

• Ranked by Forbes

as one of America’s

Largest Private

Companies

WORLD’S

LARGEST FLEET

• Operate a fleet of

1.9 million

passenger vehicles

ALAMO, ENTERPRISE

& NATIONAL BRANDS

• More than 1 million

transactions per week

• Operating in more than

90 countries and territories

REVENUE

• $22.3 billion

revenue

RECRUITMENT

• One of the largest

recruiter of college

graduates in U.S.

LOCATIONS

• 100,000 colleagues

in more than 9,900

locations

BRANDING

• Employer Branding

• Recruitment Consulting

• Social/Digital Footprint

ATTRACTION

• Media Strategy

• Sourcing Strategy

• SEM

• Social Media Strategy

• Mobile Marketing

• ERP

• Campus & Alumni

ENGAGEMENT

• Creative Development

• Career Websites

• TalentBrew

• Social Campaigns

• Email Marketing

• CRM

• Internal Communications

OPTIMIZATION

• Web Analytics

• Search Engine Optimization

• Track to Hire

• Metrics & Reporting

WE’RE TMP

Together, we’d like to share a story

Developing our Strategy:

CANDIDATE ENGAGEMENT vs. CANDIDATE CARE

Awareness

Consideration

Interest

Application

Select

Hire

Candidate Engagement

CandidateCare

A three-pronged approachto evolution

ALWAYSON

SHOW,DON’T TELL

MEASURABLERESULTS

Let’s Talk Career Site

Once upon a time…

• Provided basic information about the

company and our jobs (primarily MT,

Intern and Other)

• Consisted of stand-alone content

• Offered limited insight into the vast and

varied world of EHI

• Told the story very much from “our”

point of view

C O N T E N T S T R A T E G Y

This is what we started with…

Then we had an new website…or rather, multiple websites

Clearly some clarity was called for to cut through the confusion

We discovered what candidates want

Most Important Career Site Features

82%

84%

86%

88%

90%

92%

94%

Jobs Salary info Application Benefits Realistic jobpreview

Prior to accepting offer:

44%visited the career site

3x or more

Post offer acceptance:

48%visited the career site

at least 1x

Then we set out to deliver best-in-class candidate engagement

U S E R - C E N T R I C

F A M I L Y O F B R A N D S

I N D U S T R Y - L E A D I N G

C A N D I D A T E G E N E R A T I O N

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

E F F I C I E N T

F U T U R E G R O W T H

R E S U L T S

Exceed users’ expectations regardless of the device

Convey the EHI story

Differentiate Enterprise from our competitors for talent

Convert site visitors into qualified applicants and/or leads

Ensure seamless integration with existing technologies

Eliminate inefficiencies related to management/maintenance

Establish a foundation that will accommodate future growth

Track and analyze key performance indicators

To our multiple candidate targets

MANAGEMENT

TRAINEEINTERN

PROFESSIONAL

(HQ, OPERATIONS)

FRONT-OF-HOUSE

RENTAL SALES

BACK-OF-HOUSE

MECHANIC

The happilyever after

• Fully responsive

• Data analysis and candidate focus

inform the site content

• Adoption of a Show (Don’t Tell) content

strategy – allowing candidates to see

firsthand how they can benefit from a

career with EHI

• Integrated with SEO and advanced job

search platform

• Advanced job descriptions

C O N T E N T S T R A T E G Y

The new careers website

Integration of SEO & Improved Job Search

Integration of SEO & Advanced Job Search

Showing EHI promote from within culture

Focusing on the candidate with advanced job descriptions

Let’s Talk Media

Once upon a time…

• Posting on job boards

• Company structure dictated a large

investment and lots of postings

• Inconsistent branding

• Started to measure KPI of CPH; but did

not set expectation, just awareness

M E D I A S T R A T E G Y

Media evolution


• Measuring hires and CPH to position

results for the position the posting was

promoting

• Looking at products individually, eg.

banner ad vs job posting

• Continuing to measure KPIs – now app

to hire, cost per MT hire and percent of

MT hires

• FY18 media plan shift, setting

benchmarks with medias, providing

transparency to our data

M E D I A S T R A T E G Y

Media Investments

Methodology for Media Goals

• 2017 – the first year PPC was

a majority investment as part of

the MT hiring initiative

• Goals were set in regards to

MT hire volume as well as

cost-per-hire efficiency

• Monthly reviews with vendors

to strong performance and

improvements where necessary

• FY17 data fed directly into setting

FY18 considerations and goals

• All of this is with the idea that

we will run the same set-up as

the previous year, and should

maintain the same (if not improve)

performance

2018 Media Benchmarks

MEDIAFY18 MT HIRE

GOAL

CPMTH

GOAL

PARTNER HIRE

GOAL

PARTNER CPMTH

GOAL

MEDIA #1 1,560 $ 822 $$

MEDIA #2 770 $$ 800 $$

MEDIA #3 320 $ NA N/A

MEDIA #4 133 $$ 175 $

MEDIA #5 630 $$$$ NA N/A

MEDIA #6 100 $$ 72 $$

MEDIA #7 39 $$ 45 $

Let’s Talk Social

Once upon a time…

• Started with a Facebook Careers profile

in 2009, following the lead of other

companies

• No real strategy, content calendar, etc.

• Began with employee stories and career

tip articles – when we could find them

• By 2011, social’s continued growth

started to define our strategy

S O C I A L S T R A T E G Y

2009 Social Posts Where we started

Social Calendar

Social Media Strategy


• Show Don’t Tell content, engaging with

candidates and employees, partnership

with Internal comms and QUEsocial &

SocialBakers

• Measurement, hires tracked to content,

content specific to channel/ audience,

recruiter vs brand content

• Integration of the careers site, media

and social

• Integration between our careers website

and our social content, driving

candidates from social to apply.


Spreading Social Content

Quality Content to Share

Leader Board / Gamification Employee Activation

Activating Employees

QueSocial

AT LAUNCH OF PROGRAM

• 65 users

• Total Reach: 14,561

CURRENT USERS AND CONNECTIONS

• 163 users

• Total reach: 204,823

CLICKS

• 155,379

(8/1/16–7/31/17)

IMPRESSIONS

• 66,835

(8/1/16-7/31/17)

SHARES

• 200,873

CONNECTIONS

• 13,425,346,955

Let’s Talk Metrics

Once upon a time…

• Reporting to measure the financial

results of our media spend


Media Reporting


• Online, integrated 24/7 dashboard

• Deeper metrics on reporting groups

across all recruiting efforts

• Optimizing at the national and local

levels


Ramped up reporting

Epilogue• Ongoing evolution of our always-on

strategy by measuring the integration

and results of our efforts

• Expanding our partnerships

• More hires!

I N T E G R A T I O N S T R A T E G Y

The Muse

• EHI I S I N T H E T O P 2 % for total

impressions/reach on The Muse since

going Live. This is with only 4 sponsored

content articles to drive sponsorship

views. Nearest Companies: Bookings,

GSK, Wells Fargo

• Social Sharing by EHI increased profile

clicks by 6 0 % in Q2

• Strong 3rd party distribution on Facebook,

LinkedIn, Twitter by EHI driving increase

reach and performance on Muse and

externally

PERFORMANCE HIGHLIGHTS

2,318,155T O T A L M U S E I M P R E S S I O N S / R E A C H

The Muse

Impression Breakout

Muse.com

Impressions

EHI Social

Impressions

1,300,000

1,200,000

1,100,000

1,000,000

900,000

800,000

700,000

600,000

500,000

The Muse

187,657EHI Social Impressions

Key Takeaways

•Average engage time at 2:30. A full minute above industry average.

•57% of traffic via mobile.

•53% of Social Actions from EHI Social Sharing

•Distribution by EHI & Muse drove 1.5k + Page Views

117,452Muse Social Impressions

839Social Actions

5,710Page Views

In Conclusion

• Never stop trying to evolve – however

minor

• Adopt an always-on strategy across

every space you play in

• Measure what matters: work throughout

your organization to define priorities,

then once results start coming in you

can confidently add or remove

• Show (don’t tell) what is authentic to

you, and don’t force it. A great story will

always unfold naturally

( A K A T H E C L I F F N O T E S )

THANK YOU!

how to engage candidates with an always-on digital strategy | talent connect 2017

Recruiting & HR