recruiting marketing and analytics: best marketing and analytics: best practices & case studies...

6/18/2012

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RECRUITING

MARKETING AND

ANALYTICS: BEST

PRACTICES & CASE

STUDIES

Peter Brasket, Director,

SuccessFactors/Jobs2Web

LESSONS & BEST PRACTICES

• Attracting Passives – Not an Oxymoron

– SEO big driver – many searches without “Job” keyword

• Reducing Friction – Providing a Happy User Experience

– Fly Visitors to Relevant Opportunities

– Eliminate the Scourge of Apply or Goodbye

• Pipelining Talent – Build the Pools ahead of Need

– Proactive vs. Reactive Recruiting

– Lowers Costs, Improves Time-to-Fill – Great Business Value

• No Gut Decisions – Data Rules

– Replace subjective/user-selected inputs with weblogs-level data

– Complete line-of-sight visibility to enable better decisions

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YOUR RMS

• Multi-channel • Engagement-centric • Analytics/benchmarking • EVERYTHING interactive

• Payroll/benefits

• Employee performance

• Post-employment focus

• NOT about recruiting

YOUR HRIS

• Workflow & compliance • Applicant-centric • NOT a marketing engine • CONFINED analytics

YOUR ATS

FIRST - WHAT ARE YOU MISSING?

BRINGING RECRUITING FULL CIRCLE INTEGRATE THE RECRUITING & ANALYTICS

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WORLD CLASS RECRUITING MARKETING

CUSTOMER BASE

ATTRACTING

PASSIVES

http://coventryhealthcare.com/

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• SEARCH ENGINE OPTIMIZATION

• 433 MILLION GOOGLE SEARCHES IN MAY FOR JOBS/CAREERS

• ARE YOUR JOBS VISIBLE?

WHY SEO: HUGE TALENT ENGINE

Google Keyword May 2012 Global

Searches

Job 226,000,000

Employment 124,000,000

Career 83,100,000

Source: Google Keyword Tool (via Adwords)

• Attracting Passives – Not an Oxymoron: SEO

SEO: GET INDEXED & GET FOUND

8

https://adwords.google.com/o/Targeting/Explorer?ideaRequestType=KEYWORD_IDEAS&__u=5070286448&__c=2956083128

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• Attracting Passives – Not an Oxymoron: SEO Example – BASF-US


469,000 Pages

Indexed in Google….

• Attracting Passives – Not an Oxymoron: SEO Example: Ecolab/NALCO


10

887,000 Pages

Indexed in Google….

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FTSE 100 CAREER VISIBILITY: GOOGLE

The FTSE 100

“Ps”

Career

Pages

Indexed

Pearson UK 1

Petrofac

62,100a

a this is actually all

website pages,

including careers

Polymetal

International 0

Prudential 6

• Great Potential for UK/EU Employers


The FTSE 100

“Ps”

Career

Pages

Indexed

SuccessFactors

Comparable

Company

Pearson UK 1 Pearson US

Petrofac

62,100a


website pages,

including careers

Xcel Energy

Polymetal

International 0 URS

Prudential 6 Fidelity

• SuccessFactors Recruiting Marketing Client Comparables

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The FTSE 100

“Ps”

Career

Pages

Indexed

SuccessFactors

Comparable

Company

Career

Pages

Indexed

Career Site

Powered by

SuccessFactors

Pearson UK 1 Pearson US 125,000 http://jobs.pearson.co

m/

Petrofac

62,100a


website pages,

including careers

Xcel Energy 143,000 http://jobs.xcelenergy.

com/

Polymetal

International 0 URS 156,000

http://www.urs-

jobs.com/

Prudential 6 Fidelity 710,000 http://www.fidelity-

jobs.com/

• SuccessFactors Recruiting Marketing Client Comparables


The FTSE 100

“Ps”

Career

Pages

Indexed

SuccessFactors

Comparable

Company

Career

Pages

Indexed

Career Site

Powered by

SuccessFactors

Pearson UK 1 Pearson US 125,000 http://jobs.pearson.co

m/

Petrofac

62,100a


website pages,

including careers

Xcel Energy 143,000 http://jobs.xcelenergy.

com/

Polymetal

International 0 URS 156,000

http://www.urs-

jobs.com/

Prudential 6 Fidelity 710,000 http://www.fidelity-

jobs.com/

66,617 SEO Visitors in May 2012

• Visibility = Thousands of Passives/Semi-Passives Monthly

http://jobs.pearson.com/


http://jobs.xcelenergy.com/


http://www.urs-jobs.com/



http://www.fidelity-jobs.com/













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• Searches are for

– Geography & Function, or

– Where do I want to work, and What kind of Job do I want

PASSIVES & SEO: GET RELEVANT

Source: SuccessFactors/Jobs2Web Analytics

• Attracting Passives = 30-40 Applies for a Hire

• vs. 100+ Applies needed for a Hire from “Active” sources

WHY SEO FOR PASSIVE TALENT:

THE BUSINESS CASE - SEO


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REDUCE

FRICTION:

BETTER

CAREER SITES

• Causing Friction - The Standard Practice

– Apply or Goodbye – few options for engagement with visitor

– Difficult to Job Search – ATS hand-off typically – multiple clicks before jobs

– No Social Integration – Inability to connect with employer via Xing, FB, LinkedIn, etc.

– Nothing for “Visual Searchers” – Job Maps, Hard-to-Fill Links, Talent Communities…

IMPROVE THE USER EXPERIENCE

• Reducing Friction - The Keys

Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE THEM OPTIONS

Front Page Job Search – Keyword Search box right on Careers Page – FLY TO THE JOBS – NOT INTO THE ATS

Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… - SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY

Engage Visually – Job Maps, Hard-to-Fill Links, Talent Communities…

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IMPROVE THE USER EXPERIENCE • Reducing Friction - The Keys

Multiple Engagement Options – Join Talent Community, RSS feeds, Job

Alerts, Social Integration – GIVE THEM OPTIONS

Capture passives

Market job categories

Keyword job search

Social networks

Geographic search Emphasize key

jobs


Multiple Engagement Options – Join Talent Community, RSS feeds, Job

Alerts, Social Integration – GIVE THEM OPTIONS

Dedicated landing pages

Job level marketing

Capture passives Social sharing

Integrated matching jobs

Sub filtering

Capture passives

Social networks

RSS Feeds

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Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE

THEM OPTIONS

Front Page Job Search – Keyword Search box right on Careers Page – FLY

TO THE JOBS

Keyword job search

One click….

…to jobs…


Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE THEM

OPTIONS

Front Page Job Search – Keyword Search box right on Careers Page – FLY TO THE JOBS

Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… -

SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY

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IMPROVE THE USER EXPERIENCE:

THE BUSINESS CASE - SOCIAL


Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… -

SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY


Because Social

Drives Conversions




Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… - SHOWCASE YOUR EMPLOYER OF CHOICE

SAVVY


Job Search Map Widget

Bon Secours –

Job Map Widget

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SAVVY


Bon Secours –

Job Map Widget

IMPROVE THE USER EXPERIENCE:

THE BUSINESS CASE – CAREER SITE





SAVVY


Bon Secours –

Job Map Widget

drives 95 hires

YTD


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GET

PROACTIVE:

BUILD TALENT

PIPELINES

ATS

Search

Engines

Social

Networks

Dashboard

Mobile

Referral

Reporting

Member

Access &

Alerts

Talent

Community

Job

Publishing

Referral

Marketing

Job Agent

Messaging

Campaigns

& Events

Custom

Site/Pages

Advanced

Analytics

RECRUITING MARKETING PRODUCES

THE TALENT PIPELINES

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TALENT COMMUNITY AUTOMATES CANDIDATE

RELATIONSHIPS VS. MANUALLY TRANSACT

$ Job Boards $ Sourcing

$ Advertising

1 Hire

Unselected Trashed

1 Time Use Of Prospects

Search

Eng

Aggreg

ators

Boards

Sees

Job

Apply

Email

Multiple Hires

Ongoing Contact

Active Pa

ssiv

e

TALENT COMMUNITY AUTOMATES CANDIDATE

RELATIONSHIPS VS. MANUALLY TRANSACT

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• More and Easier Engagement Leads to Higher Conversion Rates

• Higher Conversion Rates Lead to Larger Talent Communities

• Larger Talent Communities lead to

– Less Reliance on External Sources, especially Post & Pray

– Faster Time-to-Fill

– Lower Cost-per-Hire

PROACTIVE TALENT COMMUNITIES:

THE BUSINESS CASE


– Less Reliance on External Sources,

especially Post & Pray




THE BUSINESS CASE

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LESS RELIANCE ON POST & PRAY

$0.00

$50,000,000.00

$100,000,000.00

$150,000,000.00

$200,000,000.00

$250,000,000.00

$300,000,000.00

$350,000,000.00

$400,000,000.00

$450,000,000.00

2008 2009 2010 2011

Client - Revenue

“The process of further diversifying our

Sourcing Strategy and remaining on the

cutting edge of Web 2.0 technology is

significantly impacting our results.”

SuccessFactors

Recruiting

Marketing

Client:

Staffing

Industry


LESS RELIANCE ON POST & PRAY

SuccessFactors

Recruiting

Marketing

Client:

Technology

Industry

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– Less Reliance on External Sources




THE BUSINESS CASE


FASTER TIME-TO-FILL

SuccessFactors

Recruiting

Marketing

Client:

Defense Industry

2011 to 2012:

Material

Improvement in

Time-to-Fill

Has

Material Impact

on Revenues &

Operations


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– Less Reliance on External Sources

– Overall Higher Apply Rates




THE BUSINESS CASE


LOWER COST-PER-HIRE

Data 1/1/11 – 9/7/11

Source of Hire from Postings

Jobs2Web = Career Site including:

• Career Site & Career Site Services

• Direct Visitors

• Email (Talent Community)

• Job Aggregators Organic and PPC

• Search Engines

Niche Job Boards include:

• Sologig

• MiracleWorkers

• CraigsList

K

E

Y

• Syncing the SuccessFactors Apply Process

with a parser resulted in a 350% increase in

the number of candidates added to the ATS

over the last year.

• Unique Career Site traffic has seen almost a

200% lift since the launch of SF Recruiting

Marketing.

• 85% of website traffic is now generated from

SuccessFactors-driven initiatives.

• 150,000 Talent Community Members who are

opted in to receive Email Agent job marketing

from the career site and have contributed to

over 106,000 return applies to our site.

SuccessFactors

Recruiting

Marketing

Client:

Staffing Industry

Source: SuccessFactors/Jobs2Web Client

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$1.6 Million Spent - Not Integrated - Broken Cross System Reporting - No Centralized Data - Little Optimization Capability

Results: - Total Hires: 300 - Time To Fill: 12 Weeks - Cost To Fill: $3,500

RECRUITMENT MARKETING PLATFORM IMPACT:

REDUCE COST-PER-HIRE


SuccessFactors

Recruiting

Marketing

Client:

Healthcare

$1 Million Spent (Saves $600K or 40%)

- Fully Integrated

- Real Time All System

Reporting

- Centralized & Linked Data

Results: (1.5 to 2X better!)

- Total Hires: 500

- Time To Fill: 6 Weeks

- Cost To Fill: $2,000

RECRUITMENT MARKETING PLATFORM IMPACT:

REDUCE COST-PER-HIRE


SuccessFactors

Recruiting

Marketing

Client:

Healthcare

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DATA-DRIVEN

SOURCING:

GOODBYE

GUESSING

ACCURATE DATA = BETTER EXECUTION

• Goodbye Gut Decisions – Data Rules

– Replace subjective/user-selected inputs with

hard/server-level data

– Complete line-of-sight visibility to enable better

decisions

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THE PROBLEM & THE SOLUTION

• ATS systems not designed for

multi-channel marketing/ capture

– User-selected pull-down menus

on “how did you find us?”

– Some have auto-tagging, but

limited to mainline Post & Pray job

boards

– Inability to tie initial and most

recent source of visit to apply

status

• Recruiting Marketing Platform is

designed for multi-channel

marketing/capture

– No User-selected menus – 100%

weblogs/server-level tracking

– Covers all online sources, and

even off-line sources (QR codes,

Print, Events) can be tracked via

Landing Pages

– Ability to analyze down to the hire

origination from original or last

referring source

Sourcing Mix:

• Allows you to

compare Visits

to Hires by

Source

• Allows you to

compare your

front end

sourcing mix

with

downstream

results from

your ATS

KEY REPORTING: SOURCING MIX

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SOURCING BENCHMARKS:

EMPLOYER & INDUSTRY DRIVE RESULTS

Visit # of Visitors:

Click to Apply

Complete Application

Qualified Applicant

Interview

Offer Made

Career Site

Hire

Search Engines

Job Aggregators

Major Boards

Niche Boards

# of Applications Started:

For Every Hire 1.0

# of Offers Made: 1.2

# of Interviews: 1.6

# of Qualified Applicants: 1.8

# of Applications Completed: 22.6

Based on 2010 results for key SuccessFactors-Jobs2Web client with hourly positions. Includes 2.6 million visitors, 260,000 completed applications & 11,500 hires.

31.3

225.0

Social Media

BE

NC

HM

AR

K

1.0

1.2

1.4

1.6

18.6

25.4

131.4

1.0

1.2

1.5

1.8

26.4

33.4

295.9

1.0

1.1

2.2

3.1

69.4

124.1

1,587.2

1.0

1.2

2.8

4.6

33.4

37.5

211.5

1.0

1.2

2.6

4.3

37.8

72.5

458.4

1.0

1.2

1.4

1.5

13.2

21.8

269.4

ANALYTICS: YOUR SOURCE EVOLUTION

Source Stacked

Trend

• Shows you

proportionally

over time how

sources stack up

• Showcases both

volume and

proportion at the

same time

• Provides great ‘all

in one’

assessment of

your sourcing

strategy

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FULL LINE-OF-SIGHT:

IMPROVE WHAT YOU CAN NOW MEASUREght

Full Line of Sight

• Provides a

detailed

overview of

Visits, to Hires

to Source

Costs

• Provides

comprehensive

filtering,

grouping, drill

down,

calculations

MEASUREMENT LEADS TO OPERATIONAL

IMPROVEMENT & EXCELLENCE

48

Based on Q1-Q2 2011 actual results for select clients with multi-channel marketing

strategy and complete ATS applicant status data provided to SuccessFactors.

Major Channel Visitors Subscribes

Apply

Starts

Visit To

Apply

CareerSite 5,010,651 211,165 440,282 8.8%

Career Site Backlinks 3,588,086 159,988 325,156 9.1%

Category Group Menu 487,633 8,468 23,235 4.8%

Map Widget 54,206 2,361 5,830 10.8%

Search Box 880,726 40,348 86,061 9.8%

Job Aggregator 3,530,521 215,220 308,425 8.7%

Job Boards - Monster 79,090 20,063 23,909 30.2%

Job Boards - Major 87,436 21,031 26,807 30.7%

CareerBuilder 68,226 17,022 21,653 31.7%

Dice 6,353 1,905 2,379 37.4%

The Ladders 12,857 2,104 2,775 21.6%

Job Boards - Niche 267,918 49,766 68,893 25.7%

Pay-Per-Click 560,119 29,314 37,540 6.7%

Search Engine 663,449 22,028 37,804 5.7%

Social Network 56,121 7,069 9,181 16.4%

Talent Community 2,779,857 18,860 276,374 9.9%

Grand Total 13,035,162 594,516 1,229,215 9.4%

Jobs2web Source/Candidate Data

Apply

Complete

Qualified Hires

Apply

To Hire

411,799 75,180 12,119 34.0

296,685 50,073 9,644 30.8

21,521 7,551 299 72.0

7,359 778 216 34.1

86,234 16,778 1,960 44.0

224,599 28,457 1,920 117.0

25,659 2,465 148 173.4

27,715 3,538 304 91.2

22,202 2,336 262 84.7

2,340 961 32 73.1

3,173 241 10 317.3

54,864 5,114 393 139.6

32,508 3,221 266 122.2

29,106 4,713 989 29.4

10,681 1,316 82 130.3

164,973 16,210 1,449 113.9

981,904 140,214 17,670 55.6

ATS Applicant Status Data

Cost Per

Visitor

Cost Per

Qual App

Cost Per

Hire

$0.05 $3.23 $20.03

$0.05 $3.63 $18.87

$0.03 $2.21 $55.73

$0.05 $3.82 $13.77

$0.05 $2.45 $21.01

$0.09 $11.09 $164.38

$4.59 $147.31 $2,453.53

$7.25 $179.15 $2,084.95

$7.98 $233.16 $2,078.88

$11.05 $73.07 $2,194.36

$1.47 $78.59 $1,893.99

$0.87 $45.79 $595.82

$0.75 $130.12 $1,575.62

$0.06 $9.14 $43.57

$2.44 $103.87 $1,666.94

$0.05 $8.54 $95.50

$0.19 $18.02 $143.00

Source & Platform Cost

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DON’T LIMIT THE FUN:

LEADS SOURCERS DREAM OF…Detail

Candidate Drop

Off Detail

• Provides

detailed level

access to

candidates that

started the

apply process

but dropped off

• Great tool to

use for hard to

fill positions

• Allows you to

proactively

reach out to

interested

candidates

BUILD YOUR PASSIVE-TALENT

ATTRACTION STRATEGY –

LEVERAGE ESPECIALLY SEO

IMPROVE THE USER EXPERIENCE

ON YOUR CAREER SITE AND

DOUBLE YOUR CONVERSION

RATES

ENABLE A TALENT COMMUNITY TO

REDUCE TIME-TO-FILL & COST-

PER-HIRE

LEVERAGE THE ANALYTICS &

DATA FROM A RECRUITMENT

MARKETING PLATFORM TO

EXECUTE TALENT ACQUISITION

OPERATIONS PROFESSIONALLY

RECRUITING MARKETING SUMMARY

Peter Brasket, Director,

SuccessFactors/Jobs2Web

[email protected]

mailto:[email protected]

6/18/2012

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recruiting marketing and analytics: best marketing and analytics: best practices & case studies...

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