uk recruitment marketing 101
TRANSCRIPT
#Glassdoor
Recruitment Marketing 101:
Thinking Like a Marketer to
Promote Your Employer Brand
#Glassdoor
Webinar Tips for Attendees
• You can connect to audio using
your computer’s microphone
and speakers.
• Or, you may select “Use Telephone”
after joining the Webinar.
• All lines will be muted to avoid
background noise.
• You can ask questions at any
time by typing them into the
Questions Pane.
#Glassdoor
Featured Speakers
Steve BurtonVP of Marketing at Glassdoor
www.linkedin.com/in/burtonsays
@BurtonSays
Christos TsaprounisHead of Resourcing at Auto Trader UK
https://uk.linkedin.com/in/christostsaprounis
@ctsaprounis
#Glassdoor
Agenda
• What Is Recruitment Marketing
• 3 Steps to Creating an Effective
Recruitment Marketing Strategy
1. Develop and Employer Brand
2. Use Analytics to Your Advantage
3. Conduct Multi-Channel Marketing
• Case Study from Auto Trader
• Q&A
#Glassdoor
What Is Recruitment Marketing?
#Glassdoor
Step 1: Develop an Employer Brand
#Glassdoor
What Is Employer Branding?
The impression of your organization
as a place to work.
Internal Employees
Customers& Vendors
ExternalTalent
#Glassdoor
Questions You Want Answered
Areas to Analyze:
• What are the key characteristics of my
target candidates?
• What is my brand awareness like with them?
• What is my reputation like with them?
• How does my awareness and reputation
compare with my competition?
#Glassdoor
Start With Your Employees
#Glassdoor
Embrace Transparency
#Glassdoor
Your Employer Brand Is Your Reputation,
and If You Don’t Define It, Someone Else Will!
WIN THE WAR ON TALENT
#Glassdoor
Step 2: Use Analytics
to Your Advantage
#Glassdoor
Compare Yourself to Your Competitors
Male69%
Female31%
Male73%
Female27%
Male68%
Female32%
Ge
nd
er
High School
4%
College67%
Graduate School30%
Ed
uca
tio
n
High School
4%
College58%
Graduate School30%
High School
6%
College69%
Graduate School30%
Your Company Competitor 1 Competitor 2
#Glassdoor
Use Reputation Word Clouds
#Glassdoor
See Where Your Competition Is Investing
#Glassdoor
Candidate AwarenessAnalyze visits to company page
Quality-of-HireHow many job applications does it take?
Cost-Per-HireNote where budget is spent on hires
Time-to-HireLog how long it takes to fill roles
Measure Your Talent Attraction
#Glassdoor
Step 3: Conduct Multi-Channel
Marketing
#Glassdoor18
Understand Your Audience and Engage Them
#Glassdoor
Career Site Blog Facebook
LinkedIn InstagramTwitter Google +
Glassdoor
Types of Multi-Channel Marketing
#Glassdoor
Case Study: Auto Trader
#Glassdoor
Responding to Reviews
Case Study: Auto Trader
#Glassdoor
Customized Tabs:
• About Us
• Benefits
• Our Values
• People
• Events
Case Study: Auto Trader
Why Work For Us
#Glassdoor
Case Study: Auto Trader
Utilizing Recent Updates on Glassdoor
#Glassdoor
Case Study: Auto Trader
Career Site Reflects Values
#Glassdoor
Case Study: Auto Trader
Promoting Jobs Through Twitter @AutoTrader_Jobs
#Glassdoor
Case Study: Auto Trader
Promoting Culture Through Facebook
#Glassdoor
Employer Branding
Summit VideoseBooks on Employer
Branding
Blog with the Latest Trends
in Employer Branding
Recruitment Marketing & Employer Brand Resources
#Glassdoor
Get Started With a Glassdoor Free Employer Account!
#Glassdoor
Questions?