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© 2016 SmashFly Technologies1  2018 SmashFly Technologies 1 2018 SmashFly Technologies
The Evolution of
Recruitment
Marketing
Benchmarking Adoption & Opportunities
in the Fortune 500
© 2016 SmashFly Technologies2  2018 SmashFly Technologies 2
• Audio is streaming over the web
• All attendees are on mute to avoid background noise
• Questions? Use the Q&A tab in the lower left hand corner!
• You’ll receive the slide deck and recording as a follow-up
Thanks for joining us!
© 2016 SmashFly Technologies3  2018 SmashFly Technologies 3
#RMBenchmarks
Join the Conversation
@ElyseSchmidt @JoshZywien
© 2016 SmashFly Technologies4  2018 SmashFly Technologies 4
The speakers
Elyse Mayer
Director of Content
SmashFly
Josh Zywien
Director of Product Marketing
SmashFly
Alyse DeLange
Recruitment Marketing Strategist, CTRM
SmashFly
© 2016 SmashFly Technologies5  2018 SmashFly Technologies 5
3 Years
500
Companies
4 Months of Data Collection/Analysis (Sept to
Dec)
HISTORICALLY
THIS YEAR
From 13
Criteria to 37
20,000
Data Points
Added Data from 4 External
Business Factors
© 2016 SmashFly Technologies6  2018 SmashFly Technologies 6 2018 SmashFly Technologies 6
The Evolution
of Recruitment
Marketing
PART one
© 2016 SmashFly Technologies7  2018 SmashFly Technologies 7
2015…
In
© 2016 SmashFly Technologies8  2018 SmashFly Technologies 8
2016…
© 2016 SmashFly Technologies9  2018 SmashFly Technologies 9
2017…
© 2016 SmashFly Technologies10  2018 SmashFly Technologies 10
71%
31%
Increase in high-performers
(companies with As or Bs)
since 2015
Decrease in average scores
(companies with Cs)
since 2015
© 2016 SmashFly Technologies11  2018 SmashFly Technologies 11
46%
of Fortune 500 companies
scored an
A or B in 2017
© 2016 SmashFly Technologies12  2018 SmashFly Technologies 12
2017
of companies have
mobile-friendly career site
59%
2015
85%
of companies optimized job
search for mobile
36%
2015
81%
2017
© 2016 SmashFly Technologies13  2018 SmashFly Technologies 13
of companies use
images or video in
job descriptions
2015 2017
1%
Only
1%
Only
of companies
sending content
other than jobs
1%
2016
5%
2017
Only
© 2016 SmashFly Technologies14  2018 SmashFly Technologies 14 2018 SmashFly Technologies 14
Companies would never wait 3 years
to innovate their marketing
or product – so why would they wait
that long to innovate their acquisition
strategy?
© 2016 SmashFly Technologies15  2018 SmashFly Technologies 15 2018 SmashFly Technologies 15
What the Fortune 500
Are — and Aren’t —
Doing
PART two
© 2016 SmashFly Technologies16  2018 SmashFly Technologies 16
Our grading model
© 2016 SmashFly Technologies17  2018 SmashFly Technologies 17
Tactic trends from 2015 to 2017
Diversity Content Job Family
Content
Military/Veteran Content
8% 2% 15%
© 2016 SmashFly Technologies18  2018 SmashFly Technologies 18
Tactic trends from 2015 to 2017
Talent Blog/Resources
Employee Stories
Social Careers Channels
6% 1% 14%
© 2016 SmashFly Technologies19  2018 SmashFly Technologies 19 2018 SmashFly Technologies 19
The Leaders of the Pack:
The Profile of a High
Performer
© 2016 SmashFly Technologies20  2018 SmashFly Technologies 20
+
79% 17%
Career site optimized for
Google Jobs
92% 22%
Feature employee
videos on career site
88% 43%
Feature diversity content or
sections on career site
The Wide Gap Between
High- and Low-Performers
© 2016 SmashFly Technologies21  2018 SmashFly Technologies 21
+
86% 7% 76% 0% 91% 8%
Provide option
to join a talent network
76% 5%
Send monthly communication
to talent network
Send personalized job
recommendations to talent
network
Offer job alerts sign-up
The Wide Gap Between
High- and Low-Performers
© 2016 SmashFly Technologies22  2018 SmashFly Technologies 22 2018 SmashFly Technologies 22
The Most Improved
 2018 SmashFly Technologies 22
© 2016 SmashFly Technologies23  2018 SmashFly Technologies 23 2018 SmashFly Technologies 23 2018 SmashFly Technologies 23
The Leading Marketer
© 2016 SmashFly Technologies24  2018 SmashFly Technologies 24 2018 SmashFly Technologies 24 2018 SmashFly Technologies 24
The Constant Innovator
© 2016 SmashFly Technologies25  2018 SmashFly Technologies 25 2018 SmashFly Technologies 25
The Most Shocking Findings…
and Biggest Opportunities
© 2016 SmashFly Technologies26  2018 SmashFly Technologies 26
SHOCKING
Only 51% of companies have
messaging on their career
site by job family.
OPPORTUNITY
Gain more of an advantage with
SEO.
59% of companies don’t
provide any transparency into the
application process.
Truly adopt artificial intelligence
ahead of the pack.
© 2016 SmashFly Technologies27  2018 SmashFly Technologies 27
SHOCKING
Employee stories and videos aren’t
more prevalent in the age of
employer branding.
OPPORTUNITY
Associate employer brand
with specific talent segments.
Social careers channels
aren’t tablestakes.
Differentiate your employer brand
through more than
one channel.
© 2016 SmashFly Technologies28  2018 SmashFly Technologies 28
SHOCKING
Not one Nurture criterion is
adopted by more than 50%
of Fortune 500 companies.
OPPORTUNITY
Utilize personalized career site
content in nurture campaigns.
Only one-third of the Fortune 500
have a way to capture talent lead
information without having to
apply.
Stop the talent network (or CRM)
from becoming the new black hole
for candidates.
© 2016 SmashFly Technologies29  2018 SmashFly Technologies 29 2018 SmashFly Technologies 29
It all leads to building better
relationships with talent —
early and proactively.
© 2016 SmashFly Technologies30  2018 SmashFly Technologies 30
How is the Fortune 500
Nurturing Relationships with Talent?
of companies with a talent
network only share jobs
95%
of companies send personalized job
recommendations
of companies with a talent
network or job alerts NEVER send
comms after confirmation
33%41%
Only
© 2016 SmashFly Technologies31  2018 SmashFly Technologies 31
Talent nurture
quick wins
1 Change your sender name
2 Link to your Glassdoor page
3 Set up auto-reminder apply emails via workflows
4 Repurpose your career site content for email newsletters
© 2016 SmashFly Technologies32  2018 SmashFly Technologies 32
Does talent focus mean more
revenue?
Average revenue per year
Companies that excel at recruitment
marketing strategies(A scores) have
62% higher average revenue per year
than B scores, and 152% higher
average revenue per year than F
scores.
© 2016 SmashFly Technologies33  2018 SmashFly Technologies 33 2018 SmashFly Technologies 33
What’s
next
for the
S
© 2016 SmashFly Technologies34  2018 SmashFly Technologies 34
Smarter, more accurate candidate lead scoring & matching
Dynamic website experienceInternal talent network
Dynamic job descriptionsChatbot/AI
A Few Ideas and predictions
For 2018 and Beyond
© 2016 SmashFly Technologies35  2018 SmashFly Technologies 35 2018 SmashFly Technologies 35

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The Evolution of Recruitment Marketing: Benchmarking Adoption & Opportunities for the Fortune 500

  • 1. © 2016 SmashFly Technologies1  2018 SmashFly Technologies 1 2018 SmashFly Technologies The Evolution of Recruitment Marketing Benchmarking Adoption & Opportunities in the Fortune 500
  • 2. © 2016 SmashFly Technologies2  2018 SmashFly Technologies 2 • Audio is streaming over the web • All attendees are on mute to avoid background noise • Questions? Use the Q&A tab in the lower left hand corner! • You’ll receive the slide deck and recording as a follow-up Thanks for joining us!
  • 3. © 2016 SmashFly Technologies3  2018 SmashFly Technologies 3 #RMBenchmarks Join the Conversation @ElyseSchmidt @JoshZywien
  • 4. © 2016 SmashFly Technologies4  2018 SmashFly Technologies 4 The speakers Elyse Mayer Director of Content SmashFly Josh Zywien Director of Product Marketing SmashFly Alyse DeLange Recruitment Marketing Strategist, CTRM SmashFly
  • 5. © 2016 SmashFly Technologies5  2018 SmashFly Technologies 5 3 Years 500 Companies 4 Months of Data Collection/Analysis (Sept to Dec) HISTORICALLY THIS YEAR From 13 Criteria to 37 20,000 Data Points Added Data from 4 External Business Factors
  • 6. © 2016 SmashFly Technologies6  2018 SmashFly Technologies 6 2018 SmashFly Technologies 6 The Evolution of Recruitment Marketing PART one
  • 7. © 2016 SmashFly Technologies7  2018 SmashFly Technologies 7 2015… In
  • 8. © 2016 SmashFly Technologies8  2018 SmashFly Technologies 8 2016…
  • 9. © 2016 SmashFly Technologies9  2018 SmashFly Technologies 9 2017…
  • 10. © 2016 SmashFly Technologies10  2018 SmashFly Technologies 10 71% 31% Increase in high-performers (companies with As or Bs) since 2015 Decrease in average scores (companies with Cs) since 2015
  • 11. © 2016 SmashFly Technologies11  2018 SmashFly Technologies 11 46% of Fortune 500 companies scored an A or B in 2017
  • 12. © 2016 SmashFly Technologies12  2018 SmashFly Technologies 12 2017 of companies have mobile-friendly career site 59% 2015 85% of companies optimized job search for mobile 36% 2015 81% 2017
  • 13. © 2016 SmashFly Technologies13  2018 SmashFly Technologies 13 of companies use images or video in job descriptions 2015 2017 1% Only 1% Only of companies sending content other than jobs 1% 2016 5% 2017 Only
  • 14. © 2016 SmashFly Technologies14  2018 SmashFly Technologies 14 2018 SmashFly Technologies 14 Companies would never wait 3 years to innovate their marketing or product – so why would they wait that long to innovate their acquisition strategy?
  • 15. © 2016 SmashFly Technologies15  2018 SmashFly Technologies 15 2018 SmashFly Technologies 15 What the Fortune 500 Are — and Aren’t — Doing PART two
  • 16. © 2016 SmashFly Technologies16  2018 SmashFly Technologies 16 Our grading model
  • 17. © 2016 SmashFly Technologies17  2018 SmashFly Technologies 17 Tactic trends from 2015 to 2017 Diversity Content Job Family Content Military/Veteran Content 8% 2% 15%
  • 18. © 2016 SmashFly Technologies18  2018 SmashFly Technologies 18 Tactic trends from 2015 to 2017 Talent Blog/Resources Employee Stories Social Careers Channels 6% 1% 14%
  • 19. © 2016 SmashFly Technologies19  2018 SmashFly Technologies 19 2018 SmashFly Technologies 19 The Leaders of the Pack: The Profile of a High Performer
  • 20. © 2016 SmashFly Technologies20  2018 SmashFly Technologies 20 + 79% 17% Career site optimized for Google Jobs 92% 22% Feature employee videos on career site 88% 43% Feature diversity content or sections on career site The Wide Gap Between High- and Low-Performers
  • 21. © 2016 SmashFly Technologies21  2018 SmashFly Technologies 21 + 86% 7% 76% 0% 91% 8% Provide option to join a talent network 76% 5% Send monthly communication to talent network Send personalized job recommendations to talent network Offer job alerts sign-up The Wide Gap Between High- and Low-Performers
  • 22. © 2016 SmashFly Technologies22  2018 SmashFly Technologies 22 2018 SmashFly Technologies 22 The Most Improved  2018 SmashFly Technologies 22
  • 23. © 2016 SmashFly Technologies23  2018 SmashFly Technologies 23 2018 SmashFly Technologies 23 2018 SmashFly Technologies 23 The Leading Marketer
  • 24. © 2016 SmashFly Technologies24  2018 SmashFly Technologies 24 2018 SmashFly Technologies 24 2018 SmashFly Technologies 24 The Constant Innovator
  • 25. © 2016 SmashFly Technologies25  2018 SmashFly Technologies 25 2018 SmashFly Technologies 25 The Most Shocking Findings… and Biggest Opportunities
  • 26. © 2016 SmashFly Technologies26  2018 SmashFly Technologies 26 SHOCKING Only 51% of companies have messaging on their career site by job family. OPPORTUNITY Gain more of an advantage with SEO. 59% of companies don’t provide any transparency into the application process. Truly adopt artificial intelligence ahead of the pack.
  • 27. © 2016 SmashFly Technologies27  2018 SmashFly Technologies 27 SHOCKING Employee stories and videos aren’t more prevalent in the age of employer branding. OPPORTUNITY Associate employer brand with specific talent segments. Social careers channels aren’t tablestakes. Differentiate your employer brand through more than one channel.
  • 28. © 2016 SmashFly Technologies28  2018 SmashFly Technologies 28 SHOCKING Not one Nurture criterion is adopted by more than 50% of Fortune 500 companies. OPPORTUNITY Utilize personalized career site content in nurture campaigns. Only one-third of the Fortune 500 have a way to capture talent lead information without having to apply. Stop the talent network (or CRM) from becoming the new black hole for candidates.
  • 29. © 2016 SmashFly Technologies29  2018 SmashFly Technologies 29 2018 SmashFly Technologies 29 It all leads to building better relationships with talent — early and proactively.
  • 30. © 2016 SmashFly Technologies30  2018 SmashFly Technologies 30 How is the Fortune 500 Nurturing Relationships with Talent? of companies with a talent network only share jobs 95% of companies send personalized job recommendations of companies with a talent network or job alerts NEVER send comms after confirmation 33%41% Only
  • 31. © 2016 SmashFly Technologies31  2018 SmashFly Technologies 31 Talent nurture quick wins 1 Change your sender name 2 Link to your Glassdoor page 3 Set up auto-reminder apply emails via workflows 4 Repurpose your career site content for email newsletters
  • 32. © 2016 SmashFly Technologies32  2018 SmashFly Technologies 32 Does talent focus mean more revenue? Average revenue per year Companies that excel at recruitment marketing strategies(A scores) have 62% higher average revenue per year than B scores, and 152% higher average revenue per year than F scores.
  • 33. © 2016 SmashFly Technologies33  2018 SmashFly Technologies 33 2018 SmashFly Technologies 33 What’s next for the S
  • 34. © 2016 SmashFly Technologies34  2018 SmashFly Technologies 34 Smarter, more accurate candidate lead scoring & matching Dynamic website experienceInternal talent network Dynamic job descriptionsChatbot/AI A Few Ideas and predictions For 2018 and Beyond
  • 35. © 2016 SmashFly Technologies35  2018 SmashFly Technologies 35 2018 SmashFly Technologies 35