3 hiring hacks to up your 2016 hiring game
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Key Takeaways: How to analyze plan vs. actual, leverage data wisely and build the case for more recruiting dollars in 2016. How to “think like a marketer” to better define ideal candidate demographics, plan networking hiring events and research new hiring tools. How to refine your hiring strategy by optimizing your interview process and setting realistic, upfront expectations with candidates.
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3 hiring hacks to up your 2016 hiring game
- 1. #GDChat 3 Hiring Hacks to Up Your 2016 Recruiting Game
- 2. #GDChat Webinar Tips for Attendees • You can connect to audio using your computer’s microphone and speakers. • Or, you may select “Use Telephone” after joining the Webinar. • All lines will be muted to avoid background noise. • You can ask questions at any time by typing them into the Questions Pane.
- 4. #GDChat Featured Speaker Mallory Brown Associate Marketing Manager Glassdoor Twitter: @MalloryPorterB
- 5. #GDChat Agenda • Analyze data and establish benchmarks • Adopt a marketer first- mentality • Optimize candidate experience
- 6. #GDChat 1. Analyze Data and Establish Benchmarks
- 7. #GDChat 1. Analyze: Compare Your Plan Vs. Actual • Did you hit major hiring goals? Quarterly and annually? • What story does the data tell? • What proof points will show whether changes are working as we move into 2016?
- 8. #GDChat • Tap into trends in traffic and ratings • What devices are your candidates using? • How long do they stay? • Where are they dropping off? • What is your competition doing? 1. Analyze: Leverage Data
- 9. #GDChat 1. Establish 2016 Benchmarks “Measure what matters based on your company culture and processes.” - Jennifer Jones Newbill, Dell • Career site traffic and engagement • Brand awareness • Time to hire • Quality of candidates (app to hire ratio can be useful here) • Source of hire • Cost per hire • # of interview touches • candidate experience feedback • Referrals
- 10. #GDChat 2. Adopt a Marketer-First Mentality
- 11. #GDChat 2. Adopt a Marketer-First Mentality: SEO • Use words people search for • Be specific about skills • Use and carefully title images
- 12. #GDChat 2. Adopt a Marketer-First Mentality: Define Your Audience • Define your diversity efforts • Target candidate demographics • Tap into the mindset of current employees • Tailor to your audience
- 13. #GDChat • Encourage employees to wear company gear and interact on social • Involve employees in the hiring process 2. Adopt a Marketer-First Mentality: Employee Brand Ambassadors
- 14. #GDChat Referral candidates are 5X more likely to get hired than other candidates Employee referrals are the #1 SOURCE for quality new hires Source: Staffing.org Source: ERE 2. Adopt a Marketer-First Mentality
- 15. #GDChat Encourage Communicate the Importance Incentive Train Make It Easy 1 2 3 4 5 2. Adopt a Marketer-First Mentality: Employee Brand Ambassadors
- 16. #GDChat 2. Adopt a Marketer-First Mentality: Employee Brand Ambassadors
- 17. #GDChat • Encourage viral photos and videos in all departments • Show the real “you” on a career blog or through social posts • Let employees be who they are 2. Adopt a Marketer-First Mentality: Employee Brand Ambassadors
- 18. #GDChat 3. Optimize Candidate Experience
- 19. #GDChat 3. Optimize Candidate Experience • Career page • Application process • Interview process • Follow up process • Social presence
- 20. #GDChat 3. Optimize Candidate Experience: Treat Candidates Like Customers • Get the inside scoop from new hires • Learn from and respond to feedback • Provide a human touch
- 21. #GDChat 3. Optimize Candidate Experience Transparency 96% of job seekers say that it’s important to work for a company that embraces transparency Glassdoor Survey (October, 2014)
Notas do Editor
- Speaking: Recruiting Blogs welcome
- Speaking: Recruiting Blogs
- We encourage you to join the conversation online using our hashtag, GDChat. Glassdoor for Employers handle is @GDforEmployers
- Recruiting Blogs Mallory Brown is an Associate Marketing Manager at Glassdoor and has been with the company for over a year now. She is currently deep in the planning process for Glassdoor’s 2016 Best Places to Work Roadshow, which will stop in 18 cities in the US and UK starting Mid-February, running through the end of April. In addition to planning Glassdoor employer branding and recruiting roadshows and events, Mallory manages Glassdoor webinars and client trainings to help companies showcase their employer brand and optimize their recruiting efforts.
- Mallory It’s time to analyze what went well this year. Many of you on the line are probably deep in the planning trenches right now and fighting for budget for the initiatives you think are musts next year. It’s my hope that you’ll walk away from today’s call with a couple useful tips you can implement right away to make this process easier. High-level, what we will cover: analyzing what worked and what didn’t. (what kind of data you should examine and how it can be applied) Adopting a marketer-first mentality, in order to maintain a competitive edge Refining your candidate experience
- Did you hit your major hiring goals in 2015 or come up short? As you look ahead into 2016, you’re probably trying to understand what has worked and what hasn’t and strategize for the year ahead and make a case to finance for budget.
- Data tells a story about what’s working and what isn’t in your recruiting strategy What are you trying to change and what data or proof points will show that your change is working? If you did hit your overall goals, use data to your advantage. Did you pay for a recruiting solution that didn’t produce quality hires or gave you a ton of resumes but not the hires you needed? Maybe it’s not your best option. Did another deliver better quality candidates that maybe you got a few more hires on? Double down on that one. Part of your analysis should also be identifying pain points and addressing what tools you need to be successful in 2016. Many of you aren’t yet sure of the heads you’ll be hiring, but try to anticipate based on last year. If you can forecast and map out your onboarding needs you will also know how many recruiters you’ll need.
- -If you are leading the charge on decisions that your organization has never considered, data to back it up is critical! Leverage data wisely to build the case for more recruiting dollars in 2016. -Monitor the back end of your career site. Find out what they’re clicking on and engaged with and benchmark against that. Chances are someone at your company can help you get access to Google Analytics to monitor trends in traffic to your own pages as well as incoming traffic referral sources. Don’t be afraid to ask for help from someone who knows GA. -Use this info to determine are they engaging with your brand and content (videos)—maybe you need to make this content more relevant, figure out where candidates are coming from, which devices they’re using, and how long they stay and where they drop off the site. You can use this info to build the case for implementing mobile apply, for example, if you find that the majority of mobile visits drop off at the application page. -Analyze the competition: -what are their ratings on Glassdoor? -Are your competitors posting jobs in similar places? -What roles are they trying to fill? -Do they have a social presence? -What are their strengths and weaknesses?
- Here are some important Things to consider but I’d just like to mention that what’s really important is measuring things that matter to your company culture and processes, and that will differ from company to company. Brand awareness: Profile traffic on career site and job sites , social media, sites like Glassdoor Time to hire Quality of candidates (app to hire ratio can be useful here) Source of hire: methods for measuring this have evolved beyond candidate self-reporting via drop down menus. Current methods include ATS tracking mechanisms, URL builders and cookies. cost per hire based on % of budget allocated # of interview touches candidate experience feedback Referrals. Recently, at our 2016 Glassdoor Summit, Jennifer Johnston told us at that referral rate is one of Salesforce’s key metrics. I myself was referred by a close friend, and I just referred another friend who was recently hired. It’s a top of mind metric for our company because it helps create the kind of close-knit, team environment that is pivotal to our culture. Even if you don’t know or cant’ remember what the original goals were, you can still analyze what you were able to achieve in the past 12 months and use that as your benchmark going into 2016
- You may have heard “be a marketer first and a recruiter second” before, but the saying has merits. Applying a sales and marketing mentality to your strategy keeps you three steps ahead of the rest —a lot of this has to do with data. A marketer would never be caught dead without data because it’s how you a) know what’s working and b) make a case for budget. So we’ve already touched on the kind of data you should look at but here we’re going to talk more specifically about social media. The other piece is messaging. Gone are the days of internally developing the message and putting it up there for all to see. If your message is saying one thing and employees are saying another, your credibility can go out the window. You need to constantly monitor what’s being said about you, develop the message with your A players and get their buy-in to promote that message.
- SEO: -I think we can all agree that the fastest way to find information is via the Internet. So, you’re a job seeker and you type some keywords into Google and the search engine determines what it believes to be the most relevant results based on your search criteria. -How often do you find yourself looking past page 3 of the results? Probably not often. -SEO helps improve your measure of relevancy and therefore the volume and often quality of your candidate traffic. -Working on this can help job seekers find your jobs. Here are three tips: Be specific about skills needed. Don’t generalize – if you need a senior software engineer, mention the specific programming languages needed. Don’t just leave it at “full microsoft stack.” Terms in your job description need to be specific. Don’t use “superstar” Use images. Search engines pick up on the file name of the images you use! Label them with the job title and location to increase relevancy.
- -Pay attention to the job seeking habits and overall values of those you’re trying to attract. Millennials? Engineers? Nurses? Do you have specific diversity requirements to hit? Dial in on this. --Tap into their mentality. Find out what matters to them, why they came to work at your company, and what helps them thrive there. If Millennials, for example, are at the top of your recruiting hierarchy for 2016? If the answer is yes, go where they go (with your jobs).You may want to consider scheduling meetups in bars or spots they frequent, upping your university recruitment efforts, and tapping into social channels more heavily (think Instagram, Twitter, and Snapchat). Are you going to be recruiting software engineers? Find out where they hang out, network, exchange ideas. What online forums are they a part of? What types of things do they like and dislike when being recruited? Host a meetup at your office if you can. Speak in the voice of those folks. Add authenticity to your company’s recruiting efforts by getting people already in those roles at your company to help – a testimonial quote for your GD page or career site or even the job listing itself. Videos or pictures to social media. Lastly, Help your employees understand that their endorsement matters in the grand scheme of attracting talent – if your company is to continue to attract stellar talent like them, you need their help! That brings me to another important recruitment marketing tactic – brand ambassadors!
- -Develop Brand Ambassadors for your company. Engage your A players and explain to them why their participation is important – smart, motivated people want to be surrounded by other talented, motivated people! Creating the connection between their participation and your company’s ability to attract like-minded, awesome individuals will help get employees on board to be ambassadors for your brand. Train these A players to speak the same language around certain things but the more you include employees to be a part of developing your company’s message the more likely they can help you promote that message to their friends and networks. 72% of employees with socially-encouraging employers are significantly more likely to help boost sales, compared to only 48% of employees whose employers aren’t socially encouraging. (Weber Shandwick research study, April 2014). So,
- “15 Stats that Prove the ROI on Company Culture” http://resources.glassdoor.com/roi-of-company-culture-ty.html?aliId=74436321 Starting within can really help you up your recruitment marketing strategy game!
- http://employers.glassdoor.com/blog/5-tips-to-motivate-brand-ambassadors/ VMware for example runs social campaigns at their organization to encourage employees to share what it’s like to work there. Their corporate crush campaign encouraged everyone to post with the #ilovevmware to share the great things they love about working at that company. They also did an architects of what’s next campaign and gave office mugs with inspiring quotes that employees posted to tell their story. People don’t want to see stock photos, they want stories and videos from the people that actually work at your company. Encourage Communicate the importance Incentivize –maybe through a cool idea like Vmware did with the mug, a hashtag challenge or something to win a prize. Twitter has a unique handle “@join the flock” that they encourage employees to post at. Have fun with this and make it easy. Train brand ambassadors to make sure they understand your goals and agree on what’s appropriate. Involve employees in the hiring process. We have team leads in our sales org here at Glassdoor that participate heavily in the hiring process. They are able to articulate to candidates better than our recruiters ever could what’s it’s truly like day-in and day-out in this job.
- Twitter Example @JoinTheFlock Twitter Handle Encourages Employees to Post using It Brand Ambassadors
- At Glassdoor, we did a selfie stick competition and everyone posted their photos to a box folder and we picked and shared the winner. This is a photo of our fantastic SDR department.
- What is your candidate experience truly like, from start to finish? Experience your brand as a candidate and go through each step. Mobile: Nearly half (45%) of job seekers say they use their mobile device specifically to search for jobs at least once a day. (Glassdoor Survey, April 2014). 90% of Fortune 500 company career sites do not support a mobile apply solution. (Momentous, Corporate Mobile Readiness Report, 3rd Edition, 2013)
- Put yourself in the jobseeker’s shoes Google your company Read your reviews What are candidates walking away with after experiencing your brand online What is your application, interview, and follow up process like? Pull up your caeer page, social profiles, GD profile
- New hires are also going to be pure gold as far as finding out what the whole arc of your candidate experience is like. These people just went through it. Ask them what influenced their decision to accept. Did they consult information online or from friends? Was the application process clunky? Does it need to be simplified? Did they try to apply via mobile but couldn’t? Did the layout or # of questions and steps create confusion? They may have some helpful insights on how to simplify. Be sure that you are checking your interview reviews on Glassdoor and putting the best foot forward to candidates. Provide a human touch for your candidates. They want to speak with a HUMAN, not a company. Close the loop and respond to candidates as much as you can. If someone has a good experience, they’ll tell 3 people, but if they have a bad experience they’ll tell 10. You can filter through interview reviews on Glassdoor and see which candidates declined the job offer. This is helpful to note any holes in your interview process, and audit how you are coming across to candidates. Often interviews are like the first or second date. Be sure that your company is putting the best foot forward to win the war for talent.
- 61% of employees say new job realities differ from expectations set during the interview process. (Glassdoor survey, May 2013) Without your employee’s trust, you can’t build a thriving, engaging culture. The best companies know that providing candidates with an accurate preview of what it’s like to work there is actually healthy for the organization. People don’t expect a company to be perfect, they do expect honesty. Maybe your hours are long but you have great benefits. Maybe work hours are flexible but there aren’t a ton of commute options in your area. Whatever the pros and cons are, be upfront. You will attract the RIGHT kind of candidates this way, ones who know what they’re getting themselves into and are bought in. It’s a critical ingredient in building trust and ultimately will contribute to your company’s success.