INFUSING YOUR RECRUITING STRATEGY WITH TECHNOLOGY

J ohn Co t tonRecrui tment Technology and User Exper ience Strategist , CH2M

Yeah…Engineers!

Why should you pay attent ion to which technology is in fused into every part of your recrui t ing strategy?

Who is makingit throughour toughappl icationprocesses?

I t has never been about the candidate!• Compliance• Data Integration• Exclusion

ATSes use older technology. It’s challenging to keep up with modern expectations.

Candidate Expectations: • Amazon-l ike experience

– Easy search– Progress ive informat ion– Personal izat ion

• Apply with social• Mobi le fr iendly• Communication• Put their best foot forward• Chance to tel l their story

Cobbled together solutions create a messy path for candidates.

How do you fix this mess?

Think like a marketer and become candidate obsessed.

The biggest gains are at the top of the funnel.

A w a r e n e s s

C o n s i d e r a t i o n

I n t e r e s t

A p p l i c a t i o n

S e l e c t

H ir e

R e c r u i t m e n t M a r k e t i n g

R e c r u i t i n g

F o c u s

AWARENESS

How are candidates finding your brand?• Your candidates don’t

start at your careers s ite – neither should you!

• 73% of candidates start their job search in Google.

Remember, the world isn’t al l about desktops.• 52% from bed• 37% from work• 15% in the

bathroom

Awareness: What should you consider?Optimize your career s i te :• Pr ior i ty #1 – add a l l jobs and job

content to career s i te. • Optimize job descr ipt ions and

ensure they have SEO-fr iendly URLs, inc luding job t i t le and locat ion.

• Create job category and job locat ion sub-sect ion pages.

• Check your s i te speed.

How CH2M infused technology• +354% in organic

traffic• $754 thousand in

savings

Use Google to help you.• Google Analyt ics

– Cross-domain tracking– Custom var iables

• Google Tag Manager– Bui ld and mainta in code

CONSIDERATION

What is your employer brand doing for you?• 84% would consider

leaving their current jobs i f offered another role with a company that had an excel lent corporate reputation.

Content Marketing

ConsiderationInterestApplication

1. Values2. What you do/sell3. Employee testimonials4. Why work/stay here

• News• Opportunity• Benefits• Employee growth• Mission• Fit• Process

Candidate Experience

Focused on Enhancing Each Aspect of the Journey

Job Search

• Added faceted and radius-based searching

• Enhanced browse functionality

• Revised search algorithm

Navigation• Revamped job

descriptions • Added “check status”

buttons in main navigation

• Find something else if this wasn’t a match

Connection• Ensured every page

has a way to connect with us

• Included “Join talent network”

• Encouraged interaction on social media

Reduced clicks from 4 down to 1 or 2

Research content results

Rat ings f rom CH2M cand idates fo r research content2016 vs . 2015 , CandE survey

INTEREST

You only have seconds…

• 49.7 seconds: time to dismiss for poor fit

• 76.7 seconds: time to read full description if they think it’s a fit

Build and nurture your candidate pools• Use the ta lent network and job

a ler ts to grow your pool• Use workflows to enhance what

you know about the candidate• Add a newsletter opt– in and

send out monthly newsletter• Segment into pools , develop

specific content and schedule to send to leads

E-NEWSLETTER TOCONSISTENTLY NURTURE

2010 2011 2012 2013 2014 2015 20160

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100000120000140000160000

E-Newsletter Subscribers

APPLICATION

60% of candidates feel that job applications are more challenging to fil l out than other common types of applications:• Mortgage (48%)• Health insurance (46%)• Student loan (32%)

Mystery ShopperFigure out what is happening today!

Look to remove the chal lenges in the candidate’s way.

Force login first th ing

Too many steps

Too many quest ions

Too hard to fi l l out form

Submi t

OpportunityLead the way

You are never done.

• Think like a marketer• Understand the

candidate experience• Add your brand• Enhance with

technology

Thank you!LinkedIn.com/ in/ johncottonJohn.Cotton@ch2m.com

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