magnetic content: make the best candidates come to you
TRANSCRIPT
Magnetic Content Make the Best Candidates Come To You James El l is TMP Worldwide @ T h e W a r F o r Ta l e n t m e s h w o r k i n g . c o m
[No really, I’m going somewhere]
Fit
Not annoying
Shares our corporate values
Soft/unquantifiable skills
Hard skills
How Companies See Candidates
*Apologies to Mr. Maslow
Fit
Might actually enjoy working
there
Corporate values align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t bounce
How Candidates See Companies
There’s not a lot of alignment between
these two perspectives
Fit
Not annoying
Shares our corporate values
Soft/unquantifiable skills
Hard skills
Fit
Might actually enjoy working
there
Corporate values align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t bounce
Us
Me
Me
Me
Me
Well, some alignment Fit
Not annoying
Shares our corporate values
Soft/unquantifiable skills
Hard skills
Fit
Might actually enjoy working
there
Corporate values align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t bounce
How Do We Evaluate? Fit
Not annoying
Shares our corporate values
Soft/unquantifiable skills
Hard skills
Educated guess
Interview
Interview
Resume/Interview/ Cover letter
Resume
How Do They Evaluate? Fit
Might actually enjoy working
there
Corporate values align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t bounce
Best guess
Marketing Speak
Marketing Speak
Hidden
News
The Old Candidate Journey
I have a job opening
You have a resume
Give me your resume and when I decide I’m ready to talk to you, I’ll control the entire process.
123
The Candidate Journey
Awareness
Interest
Consider
Act
Unaware As more information became available to the candidate, they became more selective, looking more and more like “consumers” rather than “candidates”
Based on data from 350 career sites and TalentBrew sites…
The Real Candidate Journeys
The Real Candidate Journeys (Unlikely)
The Real Candidate Journeys (Recruiter-driven)
The Real Candidate Journeys (Passive and Patient)
The Real Candidate Journeys (Interested)
The Real Candidate Journeys (Most Honest)
This Isn’t A Coincidence
These long journeys occur because people want (need!) more information before making a life-changing decision. Since most companies don’t actually provide that information, candidates are forced to find it themselves.
Content only works with two audiences: Passive Candidates Active Candidates
23
Active Candidates Content Validates
Interest
Passive Candidates Content Attracts
Interest
&
When he finds the job, he will want more information about what the job
is like before applying
Content Job Application
Active Candidates
Content’s role is to validate the interest in the company and the job,
moving him closer to application
TalentBrew
Content Job Application
She isn’t looking for a job, but she values content. And when she finds it, she will begin to establish
a positive brand impression, which she will remember when she goes job hunting
Passive Candidates
Content’s job is to attract people to you, encouraging them to fall in love with the
company before suggesting a job.
TalentBrew
The Opportunity of a Longer Candidate Journey Of course, if you provide that material, they will stay on your career site longer, absorbing more information. This is especially useful if your content is on the same page as your jobs, like they are on TalentBrew sites. This leads to more comprehension and understanding of your company, higher application rates even at the highest levels of management, and ultimately a better cultural fit.
Tell My Story?! You don’t talk to prospective interns like they were directors of operations and vice versa. But your ATS/career site sees them as the same. Content allows you to speak to them on their level about the things that concern them.
Let Prospects Pick Their Personal Path
Hierarchy of Recruitment Content
Sold! How Do I Do This?
It’s incredibly complicated: 1. Make content that
tells your story 2. Connect it to jobs
that are related to that content
3. Manage and adjust
I’m Not a Writer! How Do I “Make” Content? If you can’t find your (inner or outer) writer: • Interview someone • Interview someone (with a camera!) • Ask someone to interview someone else • Take pictures of your people at the office • Let your people take pictures of each other • Ask people why they work here • Ask someone to take pictures of their path from home to work • Shoot a video where someone explains one work process • Email 10 people and ask them 1 question
There’s One Trick
Content that tells your stories and engages an audiences is great! But you need to connect that to a job or call to action in order to squeeze real value out of content. Connect jobs to content and content to jobs.
Original content
Curated third-party
content
Leads to seeing jobs
Application
Which lives on your career site
Curated internal content
Content taken from multiple sources is embedded into a
landing page that is hosted on TalentBrew.
Content
The landing page template embeds jobs related to content so that people who are
interested in that content are likely to click on and apply for those jobs.
Content draws new traffic from search engines, social media and other referrals to grow your
reach and drive your message to more people.
The Big Picture
Does Content Really Work?
We examined a very large telecomm company’s career site data to see if content was making an impact. Less than 5% of all visits even bothered to look at the content, and only 2.55% of people who saw content ended up applying. But we were surprised what we found when we broke jobs into experience levels (Entry level, 2-5 years, 6-10 years and 10+ years)
It All Depends on the Reader
Here we have the apply click ration of those who interacted with content. At first glance, we might think that only people at the upper echelons of the company are interacting with content, but that’s not the whole story.
2.2%
3.3%
1.4%
8.5%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
Entry Level 2-5 Years 6-10 Years 10+ Years
Apply Click Ratio
The Context Determines Content’s Impact
There are two things happening: 1: Content is actually lowering the likelihood of the lowest levels from applying 2: Content dramatically increases likelihood that someone with more experience will apply 0.704
0.408
1.024
2.788
0
0.5
1
1.5
2
2.5
3
Entry Level 2-5 Years 6-10 Years 10+ Years
Content Index
Next webinar:
June 18, 2015
Stay tuned
Thank You
James Ellis Director of Inbound Marketing
@TheWarForTalent meshworking.com