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Recruitment Marketing Using Candidate Preferences to Amplify Your Recruitment Marketing November 1, 2019 Kurt Trost Director, Strategic Client Solutions ManpowerGroup Solutions Public 2 ManpowerGroup Overview 70 Years of Global Workforce Solutions Expertise Most Trusted Brand in the Industry Revenues of $21 billion 87% of revenues generated outside of U.S. Strong and Connected Brands • Providing meaningful work for 600,000+ people every day • Connecting millions of job 80 Countries 29,000 2,700 seekers with work every & Territories Employees Offices year, globally • Finding talent for clients World-Leading IT Professional resourcing firm from small/medium to A World-Leading Outplacement Firm LARGEST GLOBAL VENDOR-NEUTRAL MSP PROVIDER Fortune 100 companies Public 3 Session Overview – NEEDS UPDATING 1 Acquiring talent in today’s market 2 Most relevant candidate preferences for both the job search and interview process 3 Taking an omnichannel approach to building recruitment marketing strategies 4 How to improve your current marketing strategies Public 4 The Talent Shortage is Real • U.S hiring intentions hit a 13- year high in Q3 of 2019 as unemployment remains low • The level of total separations, or Quit Rate, has risen for 8 consecutive years Public 5 The Myth That Automation Will Eliminate Human Jobs OF COMPANIES ARE PLANNING TO INCREASE OR MAINTAIN HEADCOUNT 87% AS A RESULT OF AUTOMATION Public As reported in ManpowerGroup’s Skills Revolution 4.0 Report: Humans Wanted: Robots Need You, 2019 6 Top Reasons Organizations Are Struggling to Hire New Candidates Competition from otherCompetitation employers from other employers 43% CandidatesCandidates do not have do not the have needed the needed work work experience 36% experience Candidates do Candidatesnot have dothe not right have technical the right technical skills skills 35% LowLow number number of of applicants or lackor lack of interest of interest in the organization in the 33% organization Salaries andSalaries benefits and benefits are notare notcompetitive competitive for the the market 32% market CandidatesCandidates do not havedo not havethe rightthe right workplace workplace (soft)(soft) skills 30% skills Public 7 How are Organizations Responding? Public 8 9 Strategies to Overcome Talent Shortages in the Future Public 99 10 Strategies to Overcome Talent Shortages in the Future Public 1010 Why Are Candidate Preferences So Important? WITH SHRINKING TALENT POOLS, EMPLOYERS MUST TUNE IN TO WHAT MATTERS MOST TO CANDIDATES – THEIR PREFERENCES - IF THEY ARE GOING TO COMPETE FOR THEIR ATTENTION AND LOYALTY. Public 11 Public 12 How Candidates Look for Work CANDIDATES WERE ASKED WHAT METHODS THEY USED IN THE LAST 6 MONTHS WHEN SEARCHING/APPLYING FOR A JOB 3 OF THE TOP 4 METHODS ARE ONLINE OR THROUGH MOBILE APPS Public 13 Which Job Search Sites Candidates Are Using 1 2 3 4 5 Public 14 Which Social Media Platforms Candidates Prefer FACEBOOK AND LINKEDIN ARE TOP CHOICES ACROSS ALL GENERATIONS 30% 26% 19% 13% 12% 9% 8% Public 15 How do Candidates Research Their Potential Employers COMPANY WEBSITES, SEARCH ENGINES RESULTS AND SOCIAL MEDIA ARE THE TOP METHODS 59% 52% 40% 31% 26% 19% 19% 17% Company News Peers Recruiter/ Social Search Industry Mobile Website Sites Hiring Media Engine Associations Apps Manager Results Public 16 Job Seeker Behavior and Habits 35% of job 70% have 69% say the seekers spend 1-2 searched for jobs & image of the hours researching 40% have applied organization they a company before for a job on their work for reflects applying mobile device who they are 57% use social 94% are likely to media to learn apply if the employer about employers at actively manages least once a month their employer brand Public 17 Because Candidates Are Not All the Same YOU NEED A UNIQUE STRATEGY TO FIND, ENGAGE AND ATTRACT THE TALENT YOU NEED High Volume / Early-Career Talent Mid-Career Level Niche / Advanced Corporate / Call Center Experience Executive Public 18 Find and Attract Talent. Everywhere. Every Day. Active Automated and Job Board Resume Social Local / Live and Virtual Programmatic Databases Grassroots Events Job Advertising Explorer Employee Microsites and Mobile / Text Digital Marketing Email Referrals Landing Pages Marketing Campaigns Tip-toers THE TOTAL TALENT POOL TALENT THE TOTAL Network Direct Sourcing Talent Intelligence AI-Enabled Geotargeting Referrals and Data Mining Sourcing Passive OMNICHANNEL RECRUITMENT MARKETING AND SOURCING STRATEGY Public 19 Candidate Recruitment Experience Mobile/Text marketing Direct Sourcing Selection • Targeted • Job Board Email and Resume Database SMS Outreach campaigns Awareness Selection Interest Referrals Career Site Local/ Grassroots Email Campaigns We wantHire hires Application to become ambassadors Live and Hire Virtual Events Consideration Hire Automated and Microsite and Digital/Social Programmatic Landing Pages Marketing Campaigns Job Advertising (Geo-fencing, etc.) AI Enabled Sourcing JobCasts Client ATS Public 20 Then to now – what a candidate engagement strategy looks like Professional Social Media Profiles Diversity/Inclusion, Mobile Recruiting Veteran Attraction Competitive Email Marketing Intelligence Talent Talent Intelligence Attraction Social & Digital Employment Value Advertising Candidate Proposition Engagement Employment Strategy The Candidate Branding Experience Talent Talent Communities Identification Content Marketing Social Sourcing & Multimedia Radio, Newspaper, Movie Training Theatre Adverts Social Recruiting Public Strategy 21 How Your Company Looks to Candidates Update slide with another company Logisticare Most Recent Reviews Public 22 Talent is Mobile and So are You Capture potential candidates’ interest quickly and easily on their mobile device via SMS/Text • Text to Apply Keyword • Geotargeted Marketing Campaign Boosts Public 23 Mobile Recruitment Marketing Engages Passive Candidates Search for candidates who are on-the-go or using their mobile device and communicate immediately to notify them about available jobs. Switch out with client specific version Public 24 Switch out Attract Consumer Candidates with Retargeting Ads with client specific CONTINUAL ENGAGEMENT. CUSTOM EXPERIENCE. version Public 25 A Programmatic Approach to Attracting Top Talent AUTOMATE AND OPTIMIZE Performance-driven Programmatic Advertising reaches talent on job boards and beyond by connecting the right message to the right talent at the right time. Public 26 5 STEPS TO IMPROVE RECRUITMENT MARKETING IN YOUR EXISTING STRATEGY: Public 27 1. Define the Problem DEFINING THE PROBLEM IS ESSENTIAL TO MEASURING THE SOLUTION Public 28 2. Know Your Audience IF YOUR COMPANY WANTS YOUNG, NEW TALENT, THEN INVEST IN TECHNOLOGY. BUT IF YOU WANT EXPERIENCED HIRES, THEN CONSIDER ALL THE OPTIONS. Public 29 3. Diversify Channels OFTEN THE BEST TECHNOLOGY STRATEGY IS TO EMPLOY A VARIETY OF TOOLS AND SOLUTIONS Public 30 4. Turn Quantity into Quality TECHNOLOGY CAN HELP IDENTIFY QUALIFIED CANDIDATES AND ENSURE WORKPLACE SUCCESS BASED ON THE TRAITS AND QUALIFICATIONS OF CURRENT EMPLOYEES. Public 31 5. Incorporate Human Interaction TECHNOLOGY IS THE CONDUIT, BUT DELIVERING A PERSONALIZED AND TAILORED MESSAGE IS STILL KEY. Public 32 Budgeting and Planning Your Recruitment Marketing Investment Estimated Media or Technology Total Resource Fees Percent of time Deliverable Hours Expenses and Expenses by deliverable Programmatic job board advertising 525 $ 120,000 $ 154,648 8% Programmatic digital advertising 525 $ 120,000 $ 152,853 8% Social recruiting 1314 $ 69,000 $ 144,008 20% SEM 328 $ 18,000 $ 35,345 5% Marketing collateral 328 $ 3,500 $ 20,845 5% Media buys 985 $ 75,000 $ 132,577 15% Hiring events (in person) 722 $ 48,000 $ 90,422 11% Virtual career events 197 $ 5,000 $ 16,701 3% Strategy and Analysis 1314 n/a $ 90,519 20% Project governance, additional 328 n/a $ 31,635 5% analysis, and escalation Event management app n/a $ 8,500 $ 8,500 n/a TOTALS 6,570 $458,500 $ 869,553 100% Public 33 Track, Measure, and Optimize through Analytics METRICS AND ANALYSIS DRIVE IMPROVEMENT AND STRATEGY EVOLVEMENT, ENSURING YOUR GOALS ARE MET. Public 34 Key Takeaways for Using Candidate Preferences to Inform Recruitment Marketing • Strengthen your employer brand by highlighting benefits that candidates care about most • Focus on the channels where candidates are looking for jobs • Pay Attention to your consumer-facing content • Engage candidates through interactive content and multi-media platforms Public 35 Questions? Thank You!.
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