Last week, Co-founder of Aptitude Research Partners Madeline Laurano and SmashFly’s Director of Recruitment Marketing Tracey Parsons hosted a value-packed, continuously tweetable webinar on 6 major trends in recruitment marketing to watch for―and jump into! Catch the full recording here.
Plus, these are the questions attendees asked these two recruitment marketing dynamos.
How do you get buy-in from leadership for recruitment marketing?
M: Building a business case is so important, especially in a new area like recruitment marketing. Think about the challenge you have at hand: maybe it’s not enough quality talent. You have to really pinpoint a problem that recruitment marketing will solve for you. Next, look at what your options are in terms of technology. Do your research! Lastly, talk to companies who have gone through the process! Who is succeeding? Who has invested in tech? Get use cases.
You have to think about your key stakeholders: who do you need to influence and what do they care most about? Craft your pitch based on their priorities.
T: What I would add: think about the return on investment. Focus on benefits around financials or efficiency or resources. The C-suite respond to results, numbers and ROI.
Should your EVP and employer branding be owned by talent acquisition or marketing?
M: It should be owned by talent acquisition, but you need influence from marketing, from communications, from all other areas of the organization so it is aligned with the consumer brand. As we said in the webinar, consistency is key with your EVP. But it is an opportunity for talent acquisition to own. Take responsibility and transform the recruitment function.
T: I couldn’t agree more. Recruitment marketing is a completely different animal than marketing. Marketing has many products – talent acquisition has one product: the job. The key difference is that in talent acquisition you are trying to get as many people as possible to line up for one product. But in the end, you are only selling that one product, yet you have to keep all of those other people still interested in. It’s an analogy that maybe only recruiters get, but that’s my point. It’s a natural extension of how recruiters think, so that’s why it should stay in talent acquisition. But marketing should be tapped, and you should have alignment.
Do you have recommendation for tracking source of influence?
T: The SmashFly platform tracks source of influence through pixel tracking. You definitely need a technology to track source of influencer consistently – basically, an agnostic source of truth that tracks all of your tactics and campaigns in one system, so it’s an apples to apples comparison. If you’re using single-solution tools, you will have inputs from so many different areas that it will be impossible to really get a holistic picture of where candidates are interacting and in what order. If you don’t have software that tracks source of influence, you can talk to your candidate pool about the different touchpoints of how they have gotten to your job and your brand.
What companies are doing recruitment marketing really where?
M: Any company investing in the technology has done a great job. Earlier, we talked about L’Oreal and their EVP. L’Oreal really understands how to involve everyone in their organization to create, build and amplify their employer brand. Then they consistently deliver that message through every one of their recruiting channels. Salesforce is another one.
T: Nestle Purina: they have developed candidate personas to help them further market to their talent. That’s incredibly mature for a talent acquisition organization, following in the footsteps of marketing teams that build out content and messaging across different touchpoints to ensure it maps directly to the persona and their consumption patterns.
CH2M is also doing remarkable things. They have a robust talent network and use a talent network form in the apply form to capture drop-off. They send a monthly e-newsletter filled with targeted content (not just jobs!) that sees open rates over 50% some months (which is seriously crazy!). They track through the SmashFly platform which social content is the most engaging: humor, career advice, military/veteran. They are very mature in the way they think about their content and personas and how they track success.
I also have to call out Lockheed Martin for their LinkedIn group Military Connect that focuses on military and veteran hiring. It has flourished into a robust community with active discussion and idea sharing. They are really looking to build those relationships with target candidates before pushing them to apply.
We have a few customers doing A/B testing of CRM emails, a very marketing-centric tactic. A former client does live Facebook chats with recruiters. We love working with people who are pushing boundaries. Try to look to the companies that are most transparent.
How do you nurture candidates in the CRM?
T: There are a ton of different ways to nurture candidates. We actually just published a super engaging eBook with Glassdoor on the topic. But let’s say a candidate lead started the application process but didn’t complete it (74% don’t!). Sending them an automated, gentle reminder throughout the following week to complete the application or perhaps getting their feedback about what might have happened is a great follow up email. We had a SmashFly client do this, and without lifting finger, 182 out of the 1,000 reminded were HIRED! Now that is the power of automate nurture.
In terms of content, talk to candidates about professional development. Talk about culture fit. You can do this through simple emails. Think about the content you have already: maybe Glassdoor reviews, new projects, marketing case studies of great results, employee testimonials. These can all be used in one way or another – content doesn’t all need to be created from scratch to nurture candidates. Depending on what they interact with and consume, technology can help you establish processes that will continue to drive them through the funnel and give them more of the content they want.