1) Applying a marketing mindset to recruitment can help companies attract talent more effectively in today's changing hiring landscape. This involves defining target talent profiles, telling a compelling story about the company culture and brand, and making the hiring process simple. 2) Metrics like website traffic, social media engagement, job applications, and hiring can help measure the success of recruitment marketing efforts over time and compare performance to peers. 3) Developing a strong talent brand through compelling content and growing an engaged talent community provides tangible benefits like increased hiring success and reduced costs.

1. Game Changer
Applying a
Marketing Mindset
to recruitment

2. Let’s understand a bit about you
AND
For you to understand a bit about linkedin
Let’s play a game @
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3. Agenda
​WHY
1. Talent behavior & recruitment have
changed
​HOW
2. Apply a marketing mindset to recruitment
can help you win the game
WHAT
3. Metrics can measure success

4. WHY | Talent behavior & recruitment
have changed

6. Our behavior and
decision-making process
has forever changed

7. The decision making journey has changed
of the decision process is
complete prior to any
interaction with your business
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the
Buyer’s Journey,” October 2012
Pieces of content
are consumed before
a decision
is made
Source: Zero Moment of Truth Study, Google

8. Marketing a phone is very similar to filling a job vacancy
Brand
building

9. Where the recruitment game is still at today….
Pray
Passive, wait

12. Change your recruitment game with a marketing mindset
Pray
Passive, wait
Prey
Active, influence with employer brand

13. Game time @
Kahoot.it

14. HOW | Applying a marketing mindset
to recruitment can help you win the game

15. The power base has shifted to the candidate
Adopt a completely different recruitment mentality
​“Why do you want
to work for me?”
Company First
​“Let me help you
understand us”
Candidate First

16. To put candidate first, apply a marketing mindset to recruitment
​“Let me help you
understand us”
Candidate First

17. Keys strategies of ‘Candidate First’ recruitment philosophy
​“Let me help you
understand us”
Candidate First
Be human
Describe ‘a day in the life of’
Allow staff to tell their story
Demonstrate the company’s culture
Be helpful
“how can we help you make the best decision?”
Be personalized
Personalise the organisation’s purpose to different
talent segments

18. Marketing mindset to recruitment
3 simple steps
Step 1: Define your ideal talent
Step 2: Tell them who you are
Step 3: Make it easy for them to get hired

19. Marketing mindset to recruitment
3 simple steps
Step 1: Define your ideal talent

20. Step 1 – Define your ideal talent
A) Understand who you want
Persona Professional Personal Message
Sales
Title
Seniority
Experience
Skill
Location
Goals
Interests
How
What
Who
Why
When
Title: Software Engineer,
Software Developer,
System Engineer,
Software Architect,
Programmer
Skills: Java, PHP
Location: SG, SF
Career Motivators:
Comp & Ben
Work/Life Balance
Career Path
Challenging Work
Trending Topics:
Cloud Computing
(Google/Amazon),
Android, Big Data,
How are you leading
the industry?
What do current
engineers think about
working at your
company?
What type of projects
would interest them?
Paul the
Software
Engineer

21. Step 1 – Define your ideal talent
B) Know what they care about
$
Excellent C&B
59%
Culture that fit
my personality
40%
Strong career path
37%
Value employee
contributions
35%
Work
Life
Good work/life
balance
54%
What do professionals in Hong Kong want?

22. Step 1 – Define your ideal talent
B) Know what they care about
Leverage big data!

23. Marketing mindset to recruitment
3 simple steps
Step 2: Tell them who you are
Step 1 Define your ideal talent

24. Step 2: Tell them who you are
A) Know who you are
Benefits
Career
Path
Great
Colleagues
Work Life
Balance
Strategic
VisionCulture
Career
Progression

25. Step 2: Tell them who you are
B) Match who you are with what they love
Select a few key things you will communicate

26. Step 2: Tell them who you are
C) Craft your stories
HR
Marketing / PR / Comms
Employees
Senior executives

27. Step 2: Tell them who you are
Good stories - HKBN
Glossary of terms
‘Life-work’ priority
 Shortened office working hours from 9-6 to
9-5
 Discourage meetings that may run past
5pm and prohibit meetings in the afternoon
on early off Fridays
 Family care leave
“We want you to either love us or hate us, but don’t feel indifferent towards us.”
Terminate bottom 5% policy
 An elite sports team with a strong common
desire to win, rather than a family with
unconditional love

28. Step 2: Tell them who you are
Good stories – Changi Airport
#FacesofChangi– from front-line staff to management

29. Step 2: Tell them who you are
Good stories – McDonald’s
Fast-food giant in need of digital talent

30. Step 2: Tell them who you are
Good stories – L’Oreal
Style and creativity at the heart of both the company and employer brand

31. Step 2: Tell them who you are
D) Bring your story to the right people
Your resources & time are limited……..
Know who you are REALLY talking to

32. Marketing mindset to recruitment
3 simple steps
Step 3: Make it easy for them to get hired
Step 2: Tell them who you are
Step 1 Define your ideal talent

33. Step 3: Make it easy for them to get hired
A) Form a talent community
Build your tribe of followers – your prime talent pool
95%
Followers are 95% more
likely to respond to an
InMail
61%
Members are 61% more likely to
share information as a result of
following your company
79%
79% of members are interested
in job opportunities from
companies they are following

34. Step 3: Make it easy for them to get hired
B) Expand & engage your talent community constantly

35. Step 3: Make it easy for them to get hired
C) Simplify, simplify, simplify
LinkedIn Opportunity
Hours 2 minutes, 2 clicksvs.

36. Game time @
Kahoot.it

37. WHAT | metrics to measure success

38. Why should you care?
Savings in cost per hire
is associated with a strong
employer brand
50%
Up to
Reduction in employee turnover
is associated with a strong employer
brand
28%
Up to
Source: Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB
True North Metrics

39. A coherent consumer & talent branding strategy
pays significant dividends
1. LinkedIn & Lippincott 2014, Aligning your consumer brand and your talent brand
Companies that have both a
strong employer brand &
consumer brand have a
36% higher 5-year value
growth rate on average1.

40. 40
How To Measure the outcome of Recruitment Marketing =
Employer Brand
Client’s Data
Intangible
LinkedIn Data

41. 41
How To Measure the outcome of Recruitment Marketing =
Employer Brand
Client’s Data
Intangible
LinkedIn Data

42. Intangible Qualitative Elements

43. 43
How To Measure Employer Branding
Client’s Data
Intangible
LinkedIn Data

44. 44
Website traffic
Multiple page views
Time on site
Job views
Job Applications
CV uploads
Brand Awareness
Brand Engagements
Hard Leads
Conversions
Soft Leads
Newsletter sign ups
Contact us enquiries
Hires
Target Talent Pools
Website
Analytics
ATS

45. 45
How To Measure Employer Branding
Client’s Data
Intangible
LinkedIn Data

46. 46
2. Aware
3. Changing perceptions
4. Strengthening interest
Talent Brand Index (TBI)
Impressions
Content Engagement
Job Views
Company / Career Page &
Employee Profile Views
InMails Accepted
Job Applications
1. Unaware
5. Hired!
Brand Awareness
Brand Engagements
Hard Leads
Conversions
Soft Leads Talent Community (Followers)
InPacted Hires
4. Mind made up
Target Talent Pools

47. How do I measure my success?
Content
Effectiveness
Exposure
Engagement
2
Talent
Community
1
Size
Quality
Overall employer
brand
Reach
Engagement
Comparison
3

48. Understand your talent community
Are they who you want?
A
B
C
D
E
F
G
H
I

49. Know what content worked
What get you more ‘likes’?
Look at how many people see your content,
and which types are more interesting to them

50. Know what content worked
What get you more ‘likes’?
A simple change makes a big difference

51. Let’s be
innovative and
change the
industry!
Sponsored content to
global maritime talent
How do I apply
for your job?
I want to work
for you!
Real case: measurable result from sponsored content

52. Know what content worked
To know what content works, start posting!
Posting on LinkedIn is as simple as ‘copy and paste’

53. See where you are standing at
How attractive you are, really?
Engagement
Reach
YOU
Talent Brand Index

54. See where you are standing at
A closer look into your attractiveness as an employer
Peers Function
Geography
YOU

55. A strong talent brand
Improves recruiting Success
31%
2.5x
28% More likely to stay for more than 6 months
Higher InMail response rate
43% Lower cost per hire
Job applications
When we compare the top third TBI with the bottom third…

56. Last game time @
Kahoot.it

57. Tying it all together