The 5 Key Principles of Recruitment Marketing the The5 Key 5 Principles of Recruitment Marketing 2 © 2017 Phenom People, Inc

If you are in the business of recruiting talent, What’s the solution? chances are you’ve probably heard the term You’ve heard it before, but recruiters don’t just have to think like marketers. It’s deeper than acting like a marketer too. Recruiters have to be marketers. Recruitment Marketing a time or two. To do this, recruiters can utilize recruitment marketing technology, such as a talent relationship When it comes to attracting the right talent, it’s become increasingly more important to find unique marketing platform designed to equip you with candidate intel and tools to attract, nurture, engage, and personalized avenues for getting your employer branding messaging out there. and convert top talent into applicants at your organization.

After all, today’s candidates are in demand, and they know it. In this e-book, we lay out the five principles of recruitment marketing in detail from setting your foundation to measuring the effectiveness of your strategy. It’s becoming harder and harder to find ways to attract and engage with candidates, and it’s no surprise. Big brands like Amazon, Netflix, and Spotify have set the bar on user experience, and this carries over to the job search process.

Candidates aren’t just going to jump for anything. They crave hyper-personalized experiences that speak to their unique journey in work and life. The The5 Key 5 Principles of Recruitment Marketing 4 © 2017 Phenom People, Inc.

ATTRACT RECRUITMENT MARKETING

DISCOVER

ENGAGE

NURTURE What is CONVERT Recruitment APPLY Marketing INTERVIEW RECRUITING SELECT Recruitment Marketing is a combination of the strategy and actions an organization takes HIRE to attract, engage, and convert the right talent (passive or active) into actual applicants. ONBOARD 5 © 2017 Phenom People, Inc. Refer Promote Advocate The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 Hire Grow Retain Convert Applicants Although organizations need to have a recruitment marketing strategy in place to be successful in be successful to in place strategy marketing a recruitment have need to organizations Although end-to-end and robust comprehensive a more of just one piece it’s candidates, securing amazing strategy. marketing relationship talent Engage Nurture Qualified Leads Leads Discover RECRUITMENT MARKETING RECRUITMENT Visitors Attract

Strangers

Marketing to gain candidate attraction and engagement is great, but what you do after you’ve you’ve do after you but what is great, and engagement attraction gain candidate to Marketing them forward). (i.e. nurturing and moving engaged them is also important and attracted Arguably, recruitment marketing is a critical and necessary component of attracting, nurturing, nurturing, attracting, of component is a critical and necessary marketing recruitment Arguably, organization. your at applicants into talent engaging, and converting The TRM TRM The Lifecycle The The5 Key 5 Principles of Recruitment Marketing 6 © 2017 Phenom People, Inc. The Foundation

The Target

The Messaging

The Foundation 8 © 2017 Phenom People, Inc. The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging The Content The Target MAKE SURE YOU SELL YOUR CULTURE AND BENEFITS CULTURE YOUR SELL YOU MAKE SURE organization benefits your and health work what know to want Candidates lunches, free have you the same things. If for all long don’t and they provides, as changing the future that’s product or a cutting-edge environment, work a flexible candidates. it – spell this out for know we KNOW YOUR EMPLOYEE VALUE PROPOSITION (EVP) (EVP) PROPOSITION VALUE EMPLOYEE YOUR KNOW talent potential to articulated can be easily EVP that a clear have to important It’s it or not, know Whether you organization. your opportunities with explore as they on the following focus EVP should Your has an EVP. already organization your me?” in it for what’s company, your for work to I decide I want question: “If

The Foundation

taking into account their nuances. their account taking into marketing strategy, applying it right away without without away it right applying strategy, marketing organization, your for works that strategy marketing recruitment a customized develop to order In candidates. to selling you’re what know to have you means This a solid foundation. possess to have you into a standardized one-size-fits-all recruitment recruitment one-size-fits-all a standardized into Too many organizations try to start jumping right jumping right start to try organizations many Too The Foundation The 9 © 2017 Phenom People, Inc.

The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging process, it doesn’t matter how creative and amazing your recruitment marketing marketing recruitment your and amazing creative how matter it doesn’t process, from brand employer be a consistent to has There the day. the end of at is strategy Period. talent. top and engage attract to in order end-to-end YOUR CAREER SITE NEEDS TO BE ON POINT TO SITE NEEDS CAREER YOUR strategy marketing a recruitment and implementing developing begin you Before your of reflection a unique and accurate be has to site career your or platform, application and a cumbersome site career an outdated have you If brand. employer CONSISTENTLY BE BRANDED MUST CHANNELS SOCIAL Candidates will check your career site, but that’s not the only place they will look will look they place the only not but that’s site, career check your will Candidates to like it’s and what culture, organization, about your information find out more to branded. and consistently updated social pages are your that Be sure there. work you’re sites other – or any and Instagram Facebook, Twitter, includes LinkedIn, This a part of. actively be easier to it will in place, and foundation infrastructure right the have you Once without and platform strategy marketing a recruitment implement and develop – brand employer hurt your could that about making changes later worry to having experience. candidate your importantly, or more The Content The Target The Foundation The The5 Key 5 Principles of Recruitment Marketing 10 © 2017 Phenom People, Inc. 2017 Phenom People, Inc.

The Target 11 © 2017 Phenom People, Inc. The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging The Content The Target Location of candidate of Location background Educational experience Work Desired skill set Desired traits Personality fit Culture • • • • • • CREATE CANDIDATE PERSONAS CANDIDATE CREATE for profiles the ideal candidate create can be used to persona canvas A candidate open positions. organization’s your the following: consider should persona, you candidate a When developing

The Foundation

How do you identify your target? your identify do you How right talent for your organization. your for talent right those niche for especially candidates, target your identify to you for important it’s is why This hiring needs. and high volume positions or hard-to-fill strategy is to attract, engage, and convert the the and convert engage, attract, is to strategy One of the goals of a recruitment marketing marketing a recruitment of the goals of One The Target The The 5 Key Principles of Recruitment Marketing 12 Candidate Persona Canvas © 2017 Phenom People, Inc.

VALUES & GOALS DAILY RESPONSIBILITIES COMMON OBJECTIONS

What are their individual core values? What does their day-to-day look like? What are their pain points in job searching? What are their personal goals? What projects are they involved in? What do they want their experience to look like? What are their professional goals? How much responsibility do they have? What’s holding them back from moving on to Are they a part of a team or an individual a new opportunity? contributor?

DEMOGRAPHICS THE PROBLEMS INFO SOURCES & RESOURCES AREAS OF FOCUS

What’s the age range? What challenges do they face in their current Where do they turn to for industry What are their areas of focus? role? information? What areas interest them (both inside & What’s their current job title? What makes them open to new opportunities? What thought leaders matter? outside of their current role)? What information does the candidate rely on? Where do they live? What type of content do they prefer?

How much do they earn?

What’s their educational background? ROLE AND LEVEL SENIORITY PERSONALITY

Extrovert Introvert Thinking Feeling What’s their work experience? Who do they report to? Do they have management responsibilities? Sensing Intuition Judging Perceiving What’s their family composition? If so, what are they?

The Foundation The Target The Content The Messaging The Measurements 2017 Phenom People, Inc.

13 © Job Role Job Try to Understand to Try Try to Match the Match to Try Job Responsibilities Job The Measurements Look at Look Interviewers Reach out to Reach out Hiring Manager Contact through Contact Staffing Agencies Staffing View View Reviews Company The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 Wait for for Wait Updates Interview Interview Research Questions Questions via Glassdoor Ease Ease Apply of

Via Social Sites Via Social

Career Site Career

Direct Apply Apply Direct on Company Company on The Messaging Understand Answer Upload Resume Upload Questionnaire Apply Cloud Page Visit Careers Visit Careers Culture Company Company Check Out Culture Company Company Try to Read to Try The Content & Apply Search Job Search in Job Boards Boards Job & Aggregators by Location by Search for Jobs Search for & Land on via Google Search for Job Job Search for Company page Company The Target Search Job Market Market Job & Economy & Social Networks & Social Search Professional Salary Research Update LinkedIn Update Resume The candidate journey is the process an individual goes through during their search, their search, during goes through an individual the process is journey candidate The and feelings. their actions, thoughts, including and every each can consider you journey, understand the candidate When you a unique create to how and determine process, in your gaps identify touchpoint, experience. the candidate personalizes that strategy marketing recruitment UNDERSTAND THE CANDIDATE JOURNEY THE CANDIDATE UNDERSTAND The Foundation Inform Friends Acquire New Skills New Job Alerts Job Subscribe to Subscribe The The5 Key 5 Principles of Recruitment Marketing 14 © 2017 Phenom People, Inc. 2017 Phenom People, Inc.

The Content

2017 Phenom People, Inc.

15 © The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging The Content The Target VIDEO brand, employer your into insight share organization Video can help your can use video You environment. in the working life day-to-day and culture efforts. marketing recruitment social media, and in other site, career on your and engaging an authentic create to team a production have to have don’t You and see, and be simple to wants audience target your in mind what video. Keep creative.

The Foundation

In order to have the right ammunition to position your company as the place to work, here here work, to as the place company position your ammunition to the right have to order In on creating. focus should you content the types of are to want to work for your company. your for work to want to that content with hyper-personalized is filled strategy marketing recruitment An effective to want really really, you candidates those know, You audience. target your speaks to truly organization. your for work figure out what they need to see to get them get to to see need they what figure out Now that you know who you’re targeting, let’s let’s targeting, you’re who know you that Now The Content The © 2017 Phenom People, Inc. 16 The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging EMPLOYEE TESTIMONIALS EMPLOYEE TOO BLOG TO NEED RECRUITERS YOUR your to be contributing should recruiters Your marketing. part of is a core Writing brand. the employer alongside their personal brand and building blog, company what works, the hiring process on how information can share all, recruiters After success. for tips interview and the process, stages of the different at expect to audience. target your trust with will build This help candidates mediums to multiple across content relevant build is to key The You there. work to like it’s and what organization about your understand more recruitment hyper-personalized create to library content your can then utilize talent). passive (i.e. your on the fence candidates campaigns for marketing Content from the organization is great, but the best source of information for for information of source but the best is great, the organization from Content employees. – your mouth the horse’s from straight comes candidates potential their sharing about an employee written as a blog be as simple could This or it article, a day-in-the-life organization, your for working on perspective site. career on your right be a video testimonial could The Content The Target The Foundation The The5 Key 5 Principles of Recruitment Marketing 17 © 2017 Phenom People, Inc. 2017 Phenom People, Inc.

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The Measurements [ 1 ] The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging MESSAGING WHERE YOUR CANDIDATES ACTUALLY LIVE ACTUALLY CANDIDATES YOUR WHERE MESSAGING search 14 million job-seekers and over on social media, live candidates Today’s rising) (and 29 percent that, of top new opportunities on social media. On for tool. job search use social media as their primary candidates of marketing solid recruitment have you that important it’s see why Can you includes paid This media channels? social organization’s messaging on your act simple and the profiles, ideal candidate your to is targeted that advertising opportunities within your and job content relevant share employees having of as well. social media profiles on their personal organization YOUR CAREER SITE SPEAKS VOLUMES SPEAKS SITE CAREER YOUR MEAN SOMETHING THAT CAMPAIGNS EMAIL talent with your content sharing relevant to candidates passive nurturing From marketing. recruitment aspect of an important email campaigns are community, be is to key The be “spammy.” but don’t effective, be highly campaigns can Email based email campaigns for messaging, setting an ideal frequency in your strategic the process. throughout touchpoints on candidate As candidates research your organization, your career site will be one of the first will be one of site career your organization, your research As candidates house to important it’s why That’s seek our information. to visit in order they places Based on all times. at site career on your content and hyper-personalized relevant see should they media profile, social and synced history browsing a candidate’s their journey. to speaks that content relevant The Content

The Target The Foundation

candidates right away. right candidates a take Let’s get attention. to creative and hyper-personalized be authentic, to messaging has Your and nurturing plan. communication a candidate of elements the key of some at look your communication and nurturing plan for for and nurturing plan communication your With the right content, you can begin crafting crafting can begin you content, right With the The Messaging The 2017 Phenom People, Inc.

19 © The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging The Content The Target PROMOTIONAL CAMPAIGNS PROMOTIONAL or webinar, an upcoming or video content, new written promoting are Whether you your of component a necessary are campaigns opportunities, promotional available the type of customizing further by it a step messaging. Take marketing recruitment get a and you’ll and interests, background the candidate’s by being sent promotions rate. response better NURTURING CAMPAIGNS NURTURING in their along candidates passive help move campaign is designed to type of This not if there’s Even organization. with your and discovery exploration of journey in six be one won’t there say to who’s in now, interested are an opportunity they recruit will help you and engaged warm pool talent passive your Keeping months? future. and in the now talent the right

The Foundation

should have in place? in have should What are the different types of campaigns you campaigns of types different are the What © 2017 Phenom People, Inc. 20 The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging DRIP CAMPAIGNS DRIP series of a through talent potential target to designed campaigns are email These a drip have may you an application, if someone began example, For messaging. their complete them to encourage email could first The campaign in place. them help inform to or information tips provide email could Another application. help designed to are These etc. their application, submitting after expect to what of in their journey. along push talent NEWSLETTERS additional an create to way excellent is another newsletter or quarterly A monthly opportunities, highlights, of can be a culmination pool. It talent your for touchpoint culture. organization’s your and a glimpse into in in place have should the main messaging campaigns you just some of are These strategy. marketing recruitment a successful have to order The Content The Target The Foundation The The5 Key 5 Principles of Recruitment Marketing 21 © 2017 Phenom People, Inc. 2017 Phenom People, Inc.

The Measurements © 2017 Phenom People, Inc. 22 View View Reviews Company Documents Gather Relevant Gather Reach out to Reach out The Measurements Hiring Manager The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 Culture Company Company Check Out Search in Search in Job Boards Boards Job & Aggregators The Messaging Salary Research Looking for Looking Promotions Update Resume The Content Acquire New Skills New The Target MULTI-TOUCH ATTRIBUTION MULTI-TOUCH As it applies to now. a while for world the marketing has been around This determining is defined as the act of attribution multi-touch marketing, recruitment or hire). (i.e. apply a conversion to leading touchpoint each candidate of the value list of a comprehensive creating start by to have this, you evaluate to order In stage. the conversion reaching before experience candidates touchpoints The Foundation

Here are a few metrics you should keep a strong pulse on. a strong keep should metrics you a few are Here marketing strategy is all about the data. about is all strategy marketing help allocate efforts, your track to analytics need deep You the surface. just scratch can’t You constantly to you allows This working. not and what’s working out what’s figure spend, and to effective. it more make to strategy marketing recruitment your fine-tune Evaluating the effectiveness of your recruitment recruitment your of the effectiveness Evaluating The Measurements The © 2017 Phenom People, Inc. 23 The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging A/B TESTING implementing involves campaign effectiveness help gauge email to way Another marketing recruitment your which aspects of down help narrow to A/B testing and engagement views, responses, generating in the most successful are efforts audience. target your from content, headlines for your of gauge the effectiveness to can use A/B testing You graphic button), (i.e. an apply email campaigns, call-to-actions subject lines for and advertisements. job postings, descriptions, and your components, SOURCE TRACKING SOURCE keep it is to important how know already you a while, for recruiting been in you’ve If media, social – whether from from coming are candidates top your where of track referral. or employee board, email campaign, job marketing a recruitment activities are channels and what understand to you will enable tracking Source justify and as helping you as well organization, your for talent the best producing spend. marketing recruitment your optimize EFFECTIVENESS CAMPAIGN EMAIL email campaign some sort of or platform marketing using a recruitment you’re If each email campaign. of the effectiveness at a look take to important it’s tool, the ratio, open-to-click ratio, sent-to-open your at includes looking This rate. engagement each campaign, and the overall on lost have you candidates many (i.e. how rate conversion is your at look to piece the most crucial Probably this email campaign?). of applied as a result candidates The Content The Target The Foundation © 2017 Phenom People, Inc. 24 The Measurements The 5 Key Principles of Recruitment Marketing Recruitment of Principles Key The 5 The Messaging The Content The Target You won’t be able to hire every talented individual that your recruitment marketing marketing recruitment your individual that talented every hire to be able won’t You take to important it’s why That’s direction. organization’s driving in your activities are impacting your activities are marketing recruitment your how and what at a look pipeline. talent what and evaluate analyze the time to take should the same time, you At pipeline – talent your to people the right add helping you activities are recruitment hires. and valuable applicants prospects, them to converting it, and then use this and evaluate measure data, collect number one goal is to The strategy. marketing recruitment fuel your to data PIPELINE AND CONVERSIONS Just like a company surveys consumers on how likely they are to refer a friend, refer to are they likely on how consumers surveys a company like Just a candidate once can do the same organizations – or colleague member family an opportunity. has applied to brand employer on your feedback transparent for asking further, a step it Taking in figuring can be helpful the survey as part of initiatives marketing and recruitment and research as they minds candidates’ in your standing out really out what’s organization. your navigate UTILIZE APPLICANT SURVEYS APPLICANT UTILIZE The Foundation The The5 Key 5 Principles of Recruitment Marketing 25 © 2017 Phenom People, Inc.

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SOURCE: Aptitude Research Partners – Aptitude Index Report, Recruitment Marketing Index 2017 Index Marketing Recruitment Report, Index – Aptitude Partners Research SOURCE: Aptitude onc Wha I H Wha W

like? timelinelook theimplementation t’s buy-in? soIcangettheright like theROIlook andwhat’s muchwillitcost, ow thetechnology maximize to inorder inplace have supportdoIneedto and t infrastructure scalable? s thetechnology inplace? Ihave andHRtechnology recruiting withtheother integrate ill itfully [ 2 ] 5. implemented? e it’s 2. 3. 4. 1. organization’s goals. and hiring nts, needs, wa organization’s ating a strategy that works for your your for works that strategy a creating start to help automate to platform marketing a recruitment implement to choose may you addition, In in invest planning to companies of percent the 70 part of you’re If life. to strategy and bring your ask to want questions you’ll a few here’s 12 months, solution in the next marketing a recruitment a new technology: purchase deciding to before recruitment marketing, you should feel ready ready feel should you marketing, recruitment Now that we’ve covered the five principles of of five principles the covered we’ve that Now Conclusion Conclusion The 5 Key Principles of Recruitment Marketing 27 About Phenom People © 2017 Phenom People, Inc.

Phenom People is the leader in the Talent Relationship Marketing CONNECT WITH US: category. We are on a mission to help phenomenal companies attract phenomenal talent. To attract the best talent, companies @phenom_people must build relationships with their candidates through personalized digital experiences. The Phenom Talent Relationship Marketing Platform automates the process for driving awareness, interest, engagement and acquisition for talent. facebook.com/phenompeople

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+1.267.282.0098 [email protected] www.phenompeople.com The 5 Key Principles of Recruitment Marketing