Why Marketing Now? A Guide for Staffing Companies in 2020

PRESENTED BY Matt Lozar Director of Recruitment Marketing A few months ago, sourcing talent was like looking for a needle in a haystack. Today, it’s like finding 10 needles… in 100 haystacks! The Data Rate

February 2020 3.5% Lowest percentage in decades March 2020 4.4% April 2020 14.7% Highest percentage in decades May 2020 13.3% Lower, but still high! Unemployment Claims

March 2020 10.7 million April 2020 20.2 million May 2020 12.3 million

48 million Since the middle of March! But why should we be spending RIGHT NOW? How do you grow a tree in a flower pot of resources? Building the Case for Recruitment Marketing

• Great talent is still hard to find (it is always hard to find!) • Recruitment budgets have been cut • More noise online

The bottom line: Recruiting today is about doing more…with less! Building the Case for Recruitment Marketing

YOU NEED TO: • Source talent faster. In this market, speed wins! • Attract the RIGHT talent…not just any talent. • Tell the right story…so candidates want to work for you. Building the Case for Recruitment Marketing

YOU NEED TO: • Fight against negative reviews. • Get more ROI from your board spend. • Convince people to go to work. It’s a money AND a safety issue. What Is Recruitment Marketing?

“Recruitment Marketing is everything that goes into getting a job candidate to click the apply button.” What Is Recruitment Marketing?

“Recruitment Marketing is getting your filled … with the right people … faster than your competitors – for the lowest possible cost per candidate.” It’s time to DO MORE with less. Four Pillars of Recruitment Marketing

CAREER SITE JOB ADS & DISTRIBUTION

SOCIAL RECRUITING BRANDING Four Pillars of Recruitment Marketing

CAREER SITE JOB ADS & DISTRIBUTION

SOCIAL EMPLOYMENT RECRUITING BRANDING Why Employer Branding Is Important

Chatbot Study

Job seeker most commonly asked COVID-19 questions: • Company reaction: 47% • Hiring related: 23% • Interview related: 11% Why Employer Branding Is Important

Study on Empathy

• 94% of Americans say empathy is important… • BUT, only 50% of Americans are empathetic! Why Employer Branding Is Important

Which Posts Generated the Most Engagement • Health • Social Distancing • Help • Health Authorities • People • Public Health • Employees • Take Care • Support • Healthcare Workers What Influences Your Brand? Traditional Employer Branding • Company values • Testimonials • Awards • Focus / Specialty • Experience • Your recruiters • Community service • Career paths • Conversion rates from temp to full time What Influences Your Brand? Today’s Employer Branding • Safety • Remote work opportunities • Remote interviewing • process • Technology / Communication Branding Tactics You Can Implement Right Now

1) Build POSITIVE Reviews

In March, Glassdoor reviews mentioning layoffs increased by 60%.

To protect your reputation, you must be PROACTIVE about asking for reviews. Branding Tactics You Can Implement Right Now

2) Write Better Job Descriptions

Start your posts with WIIFM “What’s In It For Me,” the job candidate? Branding Tactics You Can Implement Right Now

3) Address Job-Seeker Concerns • Safety • Full time vs. Part time • Remote availability • Childcare coverage Branding Tactics You Can Implement Right Now

4) Adjust Your Digital Marketing Imagery • Highlight workplace safety • Show employees wearing PPE

Cost Per Applicant Decreased by 46.6 %! Branding Tactics You Can Implement Right Now

5) Create Video Content • Showcase your team • Showcase talent • Show how you help others Four Pillars of Recruitment Marketing

CAREER SITE JOB ADS & DISTRIBUTION

SOCIAL EMPLOYMENT RECRUITING BRANDING Your WEBSITE is your storefront. “Don’t build your house on rented land.” Website Tactics You Can Implement Right Now

1) Update your message • COVID-19 response and resources • Community outreach • Safety for your team • New hiring and onboarding procedures Website Tactics You Can Implement Right Now

2) Improve your career portal • Mobile friendly • Frictionless application process • Automated job distribution • Talent re-engagement • Job-specific performance metrics Website Tactics You Can Implement Right Now

3) Use your analytics • Traffic sources • Entry pages • Exit pages Website Tactics You Can Implement Right Now

4) Then make changes • More CTAs • Better CTAs • Simplify Forms • Visitor Tracking Website Tactics You Can Implement Right Now

5) Make better decisions • Job-Level Data • Source Tracking Four Pillars of Recruitment Marketing

CAREER SITE JOB ADS & DISTRIBUTION

SOCIAL EMPLOYMENT RECRUITING BRANDING Social Recruiting Is NOT Just Posting Jobs on Social Media Social Recruiting

“Using social media to land ACTIVE job seekers, attract PASSIVE job seekers and nurture relationships with ALL job seekers.” Where do we START? Social Media Tactics You Can Implement Right Now

1) Share more jobs • Businesses that are reopening • Remote work options • Safe workplaces Social Media Tactics You Can Implement Right Now

2) Show your employer brand • How are you helping people? • How is your business adjusting? • Showcase your values Social Media Tactics You Can Implement Right Now

3) Target your candidate database • Matched audience advertising • Strengthen your positioning • Reactivate talent • Increase referrals

Returning visitors are TWICE as likely to apply for a job! Four Pillars of Recruitment Marketing

CAREER SITE JOB ADS & DISTRIBUTION

SOCIAL EMPLOYMENT RECRUITING BRANDING 48% of Jobs Get 2% of Applications… and 6% of Jobs Get 45% of the Budget Time and money. It’s all about BALANCE. Get With the Program(matic) 100 Jobs No 40 Jobs

High Med Low

50% Budget 40% Budget 10% Budget 10 jobs 30 Jobs 20 Jobs $0.40 CPC $0.30 CPC $0.20 CPC

RULE: Max Applies = 50 Job Boards: Indeed and ZipRecruiter Get With the Program(matic)

Cost/App High Medium Low Indeed $3.75 $3.50 $2.00 ZipRecruiter $4.50 $3.00 $2.50 Get With the Program(matic)

How Does the 50 Application Rule Work? Increase Efficiency of Recruitment Spend

1) Stop manually posting! Increase Efficiency of Recruitment Spend

2) Automate job-title testing and location expansion. Increase Efficiency of Recruitment Spend

3) Maintain budget flexibility to deal with uncertainty of job orders. Increase Efficiency of Recruitment Spend

4) Data. Data. Data. Recruitment marketing isn’t just for big companies.

It’s for YOUR COMPANY! Any questions?

1.888.696.2900

[email protected]

@haleymarketing

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