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If you would like to join the teleconference,
please dial 1.650.479.3208 and enter access code: 492 182 320#.
You will be on hold until the seminar begins.
Speakers: Kris Dunn
CHRO and Partner
Kinetix
Holland Dombeck
Marketing Manager
Kinetix
Moderator: Deanna Hartley
Senior Editor
Talent Management Magazine
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Moderator:
Deanna Hartley
Senior Editor
Workforce Management Magazine
Kris Dunn
CHRO and Partner
Kinetix
Holland Dombeck
Marketing Manager
Kinetix
Impress Me or You’re Dead
Recruiting is Morphing Into Marketing
Presenter Info
• Kris Dunn
• CHRO at Kinetix (RPO, Recruiting)
• Founder of Fistful of Talent , The HR Capitalist
• Hoops Junkie
#Jobvite
• Holland Dombeck
• Marketing Manager at Kinetix (RPO,
Recruiting)
• aka The Kid
• Editor at Fistful of Talent
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
#Jobvite
The Problem
<There’s 2 of them, actually.>
Uno
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
The Big 3
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
Dos
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
#Jobvite
Let’s Talk Employment
Brand – Your Brand isn’t
Google, Apple or Even
Zappos
So Maybe You Need to be a Marketer, Huh?
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
Employment Brand vs. EVP
• If you don’t think you
match up, stop trying to
match their brands
• Sell what you can
• Sell who you are
• Position who you are as
the positive it is
• FIND YOUR EVP and
communicate it if you
want to get in the game
What is an EVP?
• AKA “Employer Value
Proposition”
• The EVP is an employee’s
perspective on “what’s in it
for me to work here?” and
thus, the employer’s
communicated promise to
its employees.
• Key components of an EVP
may include: Compensation,
Benefits, Affiliation, Career
Prospects and Work Content,
Cool Factor and more.
It’s What They Think, Not What You Think
You’re short stacked but that’s ok,
(you saw Moneyball, right?)
• You – “I don’t have the
time/resources/budget/brand
to compete with those names”
• The Universe – ‘‘Waaahh’’
• Snap out of it, you can compete
in the EVP game.
• How?
• By being more aggressive,
smarter, faster, willing to take
chances, and defining your
unique EVP and communicating
it in a memorable way
#Jobvite
How to Figure Out
What The Actual EVP
@ Your Company Is
1. Stuff You’ll Need to Do an EVP Project
• A complete list of employees,
broken down by Sr. team, line
managers and individual
contributors
• Term list from the last year
• List of declined offers from the last
year
• Voluntary and Involuntary term
rates for the last 2 years
• Promotion list (including
promotions and lateral moves)
• GUTS to go out and interview
people and ask them what they
really think about your company
2. Get Ready to Talk to These People
You’ll need to interview
stakeholders to identify true EVP
themes across multiple groups in your
company and community.
Here’s a sample plan of who to interview:
– 5 Sr. team members
– 5 mid‐level managers at director‐level
– 5 early career managers who used to be
individual contributors before being
promoted to the manager level
– 7 employees hired over the last 15 months
– 7 employees/individual contributors with
between 2‐5 years of experience
– The last 7 candidates who have declined
offers at your company
3. STEAL THIS: Here’s What you Ask
Them to get to the EVPWhy do you like best about working at FOT?
1. What do you like best about working at FOT?
2. What do you like least about working at FOT?
3. What does your family and friends think about you working at FOT?
4. What’s the reputation of FOT as a place to work in the Atlanta community?
5. Does FOT pay well? What info do you have that tells you that?
6. How do the benefits at FOT stack up against other companies you’re familiar with? What info do you
have that tells you that?
7. What are you most proud of related to FOT as a company? What do they do right related to team
members, the community, the industry, etc.? What does FOT not do right related to team members,
the community and the industry?
8. Complete the following sentence: “When people see that I’ve spent time at FOT, they’re going to
know that I _______________.”
9. What’s the career path for you at FOT? What do you want your next job to be inside the
company?
10. What do you like best about your specific role/job at FOT?
11. What do you like least about your specific role/job at FOT?
12. If I could tell people that think FOT is a good place to work one thing, it would be that
______________.
13. If I could tell people that think FOT isn’t a good place to work one thing, it would be that
______________.
4. What to Do After the Interviews
to Find Your EVP
1. Blend the raw feedback and agree on
positive themes from the interviews
2. Consider negative themes if critical for
cultural match
3. Make the number of themes you select
manageable
4. Remember – the branding work you do
with the EVP theme may focus on who
doesn’t want to work at your company
vs. overselling people who will leave in
the first 12 months
5. Max number of EVP themes – 5
(generally advise 3 to 4 as sweet spot)
#Jobvite
What You Need:
The Top 5 Traits of Successful
Marketers that Smart
Recruiters Are Mastering To
Raise Their Game
Headlines Rule
• Marketers know that
anything in print has to
have an effective headline
• Too much competition to
make it average
• Average headline gets
average results
• Measured in the
marketing world through
open rates, click-through
rates, registrations, etc.
Copy Matters
• You only spend 5 seconds scanning a
resume, right?
• Why would people looking at your
jobs be any different?
• Marketers know that once they gain
permission with an effective headline,
they still have to prove in with
effective copy
• Tools – whitespace, bold fonts for call-
outs, numbered lists and more
• Not too long, but not too short
• Abandoned Rate increases if the copy
quality isn’t there
• Focus on the offer and click-through
Drip Campaigns Are More Than
Automation
• Drip campaigns in recruiting are
any written communication
that touches prospect after
they take action (apply,
register)
• Marketers would treat
automated messaging in ATS as
a marketing opportunity.
• Stale “Thank-you for
applying…” emails – NO
• Offers, Learn More, Brand
Building - YES
Maybe Our Landing Pages Shouldn’t Suck
• The written comms channel in
marketing goes like this:
– Offer
– Click-though
– Landing Page
– Conversion
• The Landing Page is what people
see once they click through on
your offer
• If your goal is conversion, what
can you share on that landing
page that will maximize
conversion?
Whales Get Special Treatment
• Definition of a Whale: Preferred
Customer, someone to spend much,
much more than the average
customer.
• Who is your Whale in recruiting?
Possibilities include:
– Profiles close to 100% match of what you
need
– Candidates from competitors
– Referrals
– VIPs
– What else?
• Marketers understand that Whales
don’t get treated like everyone else,
they get treated with personal care
that transcends what an online
environment can provide
Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing
#Jobvite
One Deep Dive
How to Be A Better Marketer
with Something Simple that
Everyone Ignores:
JOB POSTINGS
The 5 Widgets of a Job Posting Marketers
Would Change (if they had control)
• Your Lame Job Titles
• Custom copy intro (your first
paragraph and beyond)
• No bold and other font
breaks
• Lists that are fun and speak
to the freaking truth
• Customized call to
action/footer that breaks
through the clutter
But Kris, Our Culture isn’t FOT –
We can’t do funky titles
• If Marketers were taking control
of your job titles, they’d find the
happy medium between
breaking through clutter and no
one understanding what they
were talking about
• That means your options are:
– Risky, aka custom title
– Title + Adjective/Descriptor
– Have it both ways and add
parenthesis
• Goal – increase “clickability”
when placed among
competition
• Remember the rules of the
marketer – a great title only buys
you 5 seconds of the candidate’s
attention
• The burden is on you to make the
intro interesting and compelling
• Interesting to who? Not everyone,
only the candidate you want to
apply
• Strategies:
– Speak to what motivates the right
candidate
– Speak to the problem you’re trying to
solve
– Speak to the type of person who
shouldn’t apply
– Please talk like a normal human
being.
Your Abandon Rate Goes Through the Roof
If the Copy Doesn’t Talk to the Candidate
Customize Your Posting Fonts, Use Whitespace
and Numbered Lists or This Cat Gets It
• We know – you’ve got bullet
points that list what someone
has to do in the job – it’s not
enough
• Most ATS providers let you
customize fonts and
bold/underline/use italics – but
studies show that less than 5% of
all job postings use those simple
features
• GOLD RECOMMENDATION – Use
formatting to highlight
components of the custom copy
you develop
• Have a hard time creating custom
copy? Do a list
• You can’t come up with a list for
each job posting? Really?
• Examples:
– Top 5 Hidden Benefits of This Job
– Top 5 Reasons Why People Steal
Office Supplies @ ACME
– Top 5 Ways You Can Save The Word In
this Cost Accounting Role
• FOT recommends humor, but even
if that’s not your style, lists do more
than anything else to cut through
the clutter and give you personality
• PS – Needs to be custom for each
job
Here’s the Easy Way to More Effectively
Market Your Open Spots - LISTS
Above Average “Call to Action” and Global
Footers = Better Results
• “Click to Apply” = Necessary Evil in
most ATS
• Can you customize that button?
• Even if you can’t, FOT recommends you
do some custom work that will appear
on the footer of ever job posting
• The good news – this really only needs
to be customized once, maybe
periodically changed – because it’s
about your company, not about a
specific job
#Jobvite
TECH TALK:
-How the right tech helps
-Notes on Social
How the right technology helps you survive the
new rules for how great candidates judge and
treat recruiters
• Integrates with ATS
• CRM Capablities
• Social Distribution
• Microsites, Portals and SEO
• Listening and Monitoring
• Profile Parsing – A Must
• Referral Management
80% OF EMPLOYED
AMERICANS THAT ARE
LOOKING FOR A JOB
ARE A USER OF A SOCIAL
NETWORK
Source: 2011 Jobvite Social Recruiting Survey
How Marketers Give Candidates What
They Want on Distinct Social Platforms
• Social media platforms
have each been created
with their own unique
mission
• As a result, not all social
audiences engage with
content the same way
• As a recruiter marketer,
you need to tailor your
message to fit the
audience being targeted
#Jobvite
Thank you to our webcast sponsor:
www.recruiting.jobvite.com
#Jobvite
Kris:
kdunn@kinetixhr.com
www.fistfuloftalent.com
Twitter: @kris_dunn
LinkedIn: www.linkedin.com/in/krisdunn
Holland:
hdombeck@kinetixhr.com
www.kinetixhr.com
Twitter: @Holland_Dombeck
LinkedIn:
https://www.linkedin.com/in/hollanddombec
k
Join Our Next Workforce Webinar
“How to Avoid Bad Hires Through Reference-Checking”
Wednesday, August 28, 2013
Workforce Webinars start at 2:00 pm Eastern / 11:00
am Pacific
Register for upcoming Workforce Webinars at
www.workforce.com

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Impress Me or You're Dead — 5 Ways Recruiting Is Morphing Into Marketing

  • 1. You can listen to today’s webinar using your computer’s speakers or you may dial into the teleconference. If you would like to join the teleconference, please dial 1.650.479.3208 and enter access code: 492 182 320#. You will be on hold until the seminar begins.
  • 2. Speakers: Kris Dunn CHRO and Partner Kinetix Holland Dombeck Marketing Manager Kinetix Moderator: Deanna Hartley Senior Editor Talent Management Magazine
  • 3. • Q&A – Click on the Q&A icon on your floating toolbar on the top of your screen. – Type in your question in the space at the bottom. – Click on “Send.”
  • 4.  Polling  Polling question will appear in the “Polling” panel.  Select your response and click on “Submit.”
  • 5. 1. Will I receive a copy of the slides after the webinar? YES 2. Will I receive a copy of the webinar recording? YES Please allow up to 2 business days to receive these materials.
  • 7. Kris Dunn CHRO and Partner Kinetix Holland Dombeck Marketing Manager Kinetix
  • 8. Impress Me or You’re Dead Recruiting is Morphing Into Marketing
  • 9. Presenter Info • Kris Dunn • CHRO at Kinetix (RPO, Recruiting) • Founder of Fistful of Talent , The HR Capitalist • Hoops Junkie #Jobvite • Holland Dombeck • Marketing Manager at Kinetix (RPO, Recruiting) • aka The Kid • Editor at Fistful of Talent
  • 13. The Problem <There’s 2 of them, actually.>
  • 14. Uno
  • 20. Dos
  • 26. Let’s Talk Employment Brand – Your Brand isn’t Google, Apple or Even Zappos So Maybe You Need to be a Marketer, Huh?
  • 28. Employment Brand vs. EVP • If you don’t think you match up, stop trying to match their brands • Sell what you can • Sell who you are • Position who you are as the positive it is • FIND YOUR EVP and communicate it if you want to get in the game
  • 29. What is an EVP? • AKA “Employer Value Proposition” • The EVP is an employee’s perspective on “what’s in it for me to work here?” and thus, the employer’s communicated promise to its employees. • Key components of an EVP may include: Compensation, Benefits, Affiliation, Career Prospects and Work Content, Cool Factor and more. It’s What They Think, Not What You Think
  • 30. You’re short stacked but that’s ok, (you saw Moneyball, right?) • You – “I don’t have the time/resources/budget/brand to compete with those names” • The Universe – ‘‘Waaahh’’ • Snap out of it, you can compete in the EVP game. • How? • By being more aggressive, smarter, faster, willing to take chances, and defining your unique EVP and communicating it in a memorable way
  • 32. How to Figure Out What The Actual EVP @ Your Company Is
  • 33. 1. Stuff You’ll Need to Do an EVP Project • A complete list of employees, broken down by Sr. team, line managers and individual contributors • Term list from the last year • List of declined offers from the last year • Voluntary and Involuntary term rates for the last 2 years • Promotion list (including promotions and lateral moves) • GUTS to go out and interview people and ask them what they really think about your company
  • 34. 2. Get Ready to Talk to These People You’ll need to interview stakeholders to identify true EVP themes across multiple groups in your company and community. Here’s a sample plan of who to interview: – 5 Sr. team members – 5 mid‐level managers at director‐level – 5 early career managers who used to be individual contributors before being promoted to the manager level – 7 employees hired over the last 15 months – 7 employees/individual contributors with between 2‐5 years of experience – The last 7 candidates who have declined offers at your company
  • 35. 3. STEAL THIS: Here’s What you Ask Them to get to the EVPWhy do you like best about working at FOT? 1. What do you like best about working at FOT? 2. What do you like least about working at FOT? 3. What does your family and friends think about you working at FOT? 4. What’s the reputation of FOT as a place to work in the Atlanta community? 5. Does FOT pay well? What info do you have that tells you that? 6. How do the benefits at FOT stack up against other companies you’re familiar with? What info do you have that tells you that? 7. What are you most proud of related to FOT as a company? What do they do right related to team members, the community, the industry, etc.? What does FOT not do right related to team members, the community and the industry? 8. Complete the following sentence: “When people see that I’ve spent time at FOT, they’re going to know that I _______________.” 9. What’s the career path for you at FOT? What do you want your next job to be inside the company? 10. What do you like best about your specific role/job at FOT? 11. What do you like least about your specific role/job at FOT? 12. If I could tell people that think FOT is a good place to work one thing, it would be that ______________. 13. If I could tell people that think FOT isn’t a good place to work one thing, it would be that ______________.
  • 36. 4. What to Do After the Interviews to Find Your EVP 1. Blend the raw feedback and agree on positive themes from the interviews 2. Consider negative themes if critical for cultural match 3. Make the number of themes you select manageable 4. Remember – the branding work you do with the EVP theme may focus on who doesn’t want to work at your company vs. overselling people who will leave in the first 12 months 5. Max number of EVP themes – 5 (generally advise 3 to 4 as sweet spot)
  • 38. What You Need: The Top 5 Traits of Successful Marketers that Smart Recruiters Are Mastering To Raise Their Game
  • 39. Headlines Rule • Marketers know that anything in print has to have an effective headline • Too much competition to make it average • Average headline gets average results • Measured in the marketing world through open rates, click-through rates, registrations, etc.
  • 40. Copy Matters • You only spend 5 seconds scanning a resume, right? • Why would people looking at your jobs be any different? • Marketers know that once they gain permission with an effective headline, they still have to prove in with effective copy • Tools – whitespace, bold fonts for call- outs, numbered lists and more • Not too long, but not too short • Abandoned Rate increases if the copy quality isn’t there • Focus on the offer and click-through
  • 41. Drip Campaigns Are More Than Automation • Drip campaigns in recruiting are any written communication that touches prospect after they take action (apply, register) • Marketers would treat automated messaging in ATS as a marketing opportunity. • Stale “Thank-you for applying…” emails – NO • Offers, Learn More, Brand Building - YES
  • 42. Maybe Our Landing Pages Shouldn’t Suck • The written comms channel in marketing goes like this: – Offer – Click-though – Landing Page – Conversion • The Landing Page is what people see once they click through on your offer • If your goal is conversion, what can you share on that landing page that will maximize conversion?
  • 43. Whales Get Special Treatment • Definition of a Whale: Preferred Customer, someone to spend much, much more than the average customer. • Who is your Whale in recruiting? Possibilities include: – Profiles close to 100% match of what you need – Candidates from competitors – Referrals – VIPs – What else? • Marketers understand that Whales don’t get treated like everyone else, they get treated with personal care that transcends what an online environment can provide
  • 46. One Deep Dive How to Be A Better Marketer with Something Simple that Everyone Ignores: JOB POSTINGS
  • 47. The 5 Widgets of a Job Posting Marketers Would Change (if they had control) • Your Lame Job Titles • Custom copy intro (your first paragraph and beyond) • No bold and other font breaks • Lists that are fun and speak to the freaking truth • Customized call to action/footer that breaks through the clutter
  • 48. But Kris, Our Culture isn’t FOT – We can’t do funky titles • If Marketers were taking control of your job titles, they’d find the happy medium between breaking through clutter and no one understanding what they were talking about • That means your options are: – Risky, aka custom title – Title + Adjective/Descriptor – Have it both ways and add parenthesis • Goal – increase “clickability” when placed among competition
  • 49. • Remember the rules of the marketer – a great title only buys you 5 seconds of the candidate’s attention • The burden is on you to make the intro interesting and compelling • Interesting to who? Not everyone, only the candidate you want to apply • Strategies: – Speak to what motivates the right candidate – Speak to the problem you’re trying to solve – Speak to the type of person who shouldn’t apply – Please talk like a normal human being. Your Abandon Rate Goes Through the Roof If the Copy Doesn’t Talk to the Candidate
  • 50. Customize Your Posting Fonts, Use Whitespace and Numbered Lists or This Cat Gets It • We know – you’ve got bullet points that list what someone has to do in the job – it’s not enough • Most ATS providers let you customize fonts and bold/underline/use italics – but studies show that less than 5% of all job postings use those simple features • GOLD RECOMMENDATION – Use formatting to highlight components of the custom copy you develop
  • 51. • Have a hard time creating custom copy? Do a list • You can’t come up with a list for each job posting? Really? • Examples: – Top 5 Hidden Benefits of This Job – Top 5 Reasons Why People Steal Office Supplies @ ACME – Top 5 Ways You Can Save The Word In this Cost Accounting Role • FOT recommends humor, but even if that’s not your style, lists do more than anything else to cut through the clutter and give you personality • PS – Needs to be custom for each job Here’s the Easy Way to More Effectively Market Your Open Spots - LISTS
  • 52. Above Average “Call to Action” and Global Footers = Better Results • “Click to Apply” = Necessary Evil in most ATS • Can you customize that button? • Even if you can’t, FOT recommends you do some custom work that will appear on the footer of ever job posting • The good news – this really only needs to be customized once, maybe periodically changed – because it’s about your company, not about a specific job
  • 54. TECH TALK: -How the right tech helps -Notes on Social
  • 55. How the right technology helps you survive the new rules for how great candidates judge and treat recruiters • Integrates with ATS • CRM Capablities • Social Distribution • Microsites, Portals and SEO • Listening and Monitoring • Profile Parsing – A Must • Referral Management
  • 56. 80% OF EMPLOYED AMERICANS THAT ARE LOOKING FOR A JOB ARE A USER OF A SOCIAL NETWORK Source: 2011 Jobvite Social Recruiting Survey
  • 57. How Marketers Give Candidates What They Want on Distinct Social Platforms • Social media platforms have each been created with their own unique mission • As a result, not all social audiences engage with content the same way • As a recruiter marketer, you need to tailor your message to fit the audience being targeted
  • 59. Thank you to our webcast sponsor: www.recruiting.jobvite.com
  • 62. Join Our Next Workforce Webinar “How to Avoid Bad Hires Through Reference-Checking” Wednesday, August 28, 2013 Workforce Webinars start at 2:00 pm Eastern / 11:00 am Pacific Register for upcoming Workforce Webinars at www.workforce.com