1. How to turn your
Recruitment strategy
into a Marketing
strategy
To grow your business….
60 minutes every CEO should invest to solve their Talent shortage
issues

2. Tannen Ellis-Graham
Employee Referral Expert
Talent Branding Guru
Founder myReferral Squirrel
Host of CareerKarma360 – podcast
Coach of CarerrClub360 - virtual
tannen@myreferralsquirrel.com
801-809-8909
385-557-4278

3. WE are all Recruiters
and we are all in sales
IF we are all in sales and are all in sales what type recruiter or
sales person are you being?

4. What if 60 minutes would solves one
of your biggest problems
 The WAR For Talent is real
 Problem 1: Your job ads are boring, stale, used, outdated, and….
 Problem 2: Your application process is pure torture or from the stone age
 Problem 3: Your Candidate communication is not working – at all

5. Problem 1
Job Description
Homework:
 Go read your job descriptions – do
you have a career page?
 Could you find them? *if you cant
how do you thing a candidate does
 Review Indeed – boring? Findable?
 Review Glassdoor? How are you
doing?
 Are you a great place to work? Do
your Job descriptions say so?
 OLD: long ugly document that was created by a
lawyer to protect you from being sued when you
fire someone for not doing their job
 NEW: Add a link in the body of the add
 OLD: A list of skills – boring and not really a
representation of your company/culture (not a Ad
either)
 NEW: A well written Job Profile/description can
increase your application by 250% over night. Why
do people want to work here? Speak to your Target
Employee?
 Conclusion: Does this Job Profile make the
candidate want to apply and work for you?

6. Awareness
How do they find us?
 Career site----nope Google 73% = Job Boards
 Desk Top ------nope Mobile in bed at night
 Awareness: Here’s what you need to do
 Create or Optimize your career site:
 Add all jobs and job profiles to career site, #1Priority
 Optimize job profile ensuring it is SEO-friendly, URL’s including job title and
location
 Create Job category and Job location sub-section pages
 Check your site speed; (google; page insights)
Google loves links. To and from career site, maps,
SEO is important

7. Google is your partner in hiring
Let them help you
 Google Analytics
 Cross-domain tracking
 Custom variables (coming from Facebook, LinkedIn,
 Google Tag Manager
 Build and maintain code

8. Consideration
It might be nice to work here (brand)
 1. Values
 2. What you do/sell
 3. Employee testimonials
 4. Why work or stay here
 Opportunity
 Benefits
 Employee growth
 Mission/Vision
 Fit
 Process
 News

9. Candidate Experience
 Easy to find and understand your BRAND (talent and company) think the 4
must haves
 Career site is easy to navigate – tells a story
 Easy to apply (mobile or LinkedIn profile)>no long or hand written application
– what is this the stone age? (HR file is different)
 Easy to connect (every post, every page) can they contact you
 If your ready encourage social media interaction; FAQ’s help
 If they have to click a lot (search around from page to page) you will lose
them and or they become disengaged – long apps kill 90% don’t finish
49.7 > seconds poor fit
76.7 > full read if they think it’s a fit

10. Complicated
 Forced to log in
 To many steps or questions (every
3Q’s or clicks -doubles the drop off rate)
 Form to complicated or long
 Opt out 90% after 5 minutes
 67% Never receive communication
after applying
 86% Feel abandoned after 1st
email

 Applying for a JOB 60%
 Mortgage 48%
 Health insurance 46%
 Student loan 32%
IF they don’t submit – you can’t commit
Posting and Praying doesn't’t work anymore

11. Nurture and build a Candidate pool
 PUT YOURSLEF in Their shoes
 Think like a marketer
 Just like marketing nurture your candidate leads
 Use your budding talent network and job alerts to grow your pool
 Use your career workflow to enhance what you know about your candidate
and remember they COULD be a current customer or a FUTURE customer OR
know a FUTURE customer – so be nice
 Consider adding Newsletter opt-in or Create a monthly newsletter
 Segment into different pools (engineers vs sales), develop specific content for
each pool – grow your awareness by engaging them; Remember they might be
customers or know customers
This can all be automated

12. Stats People are talking about
 90% of people are open to a new job – LinkedIn
 65% of sessions (beginning engagement) don’t start on the
home page – TMPW
 92% of consumers trust Referrals from people they know –
Neilson (what are your current employee’s telling folks they
know)
 Business hat use Talent Marketing automation to nurture
potential candidates results in a a 451% increase of
qualified leads – Annuitas Group

13. Candidate decision cycle – what
is it and why should we care?
 Consciousness
 Deliberation
 Action
 Desire
They (even Millennials, from their
phone) will do their research – they will
Google your company, read all about
you on Glassdoor, they will talk to their
friends or your employee’s if they are
truly interested in the position and your
company – what will they find?

14. Consciousness
 Brand Recognition: Products and Services
 Career site (Values, People, Social goodness, Real
People)
 Employer Brand
 Social Media
 Recruitment Marketing
 Referrals (Friends, Employee’s, Agency Recruiters)

15. Deliberation
 Social Engagement (Facebook LinkedIn)
 Realistic Job Preview (People Pictures)
 Job Postings (Job Profile)
 Application Process (short – mobile)
 Video (products and employee)
 Reviews (Glassdoor)

16. Action
 Application Follow-up (Mobile – LinkedIn)
 Interview schedule (Skype Face to Face- Follow-up)
 Offer Acceptance
 On-Boarding (*this makes or breaks the relationship)
 Assimilation (**part of on-boarding)
 Brand Advocate (How can they help)
 Culture Fit (Social good – is good)
 Refer friends

17. Desire
 Communication (**Throughout the entire process NO MORE
BLACK WHOLE)
 Follow-up (**even if they are not the one)
 Re-engagement (when you post again)
Employee Brand ambassadors: EVEN if they
are not hired -YES it is possiable
Raving Brand Fans

18. Candidate Experience – what is it?
 The Candidate Experience is the collective result of ALL
interactions you have with candidates in the recruitment
marketing and hiring process
 Personalization #1
 Google
 Recruitment Marketing platform (ATS, CandidateCare360™)
 Candidate survey
 Benefits Alex (break down benefits BEFORE candidates
starts0
 Recruiting coordinator team (yours or 3rd party)
 White Glove onsite interviews (welcome – feel special –
water/mints)

19. How do we get started
 Candidate Experience Training: Recruiters and Executives
 Brand Training (or creation) Face to Face, on-line, roll play
 Writing a better Job Posting
 LinkedIn overhaul
 Career Site Evolution (Key words, Photos and videos if possible)
 FAQ’s about the process, company, team
 Social Media –start and grow (one person on a schedule =
success) You can work with Customer Marketing – hand in hand
builds a better brand
 Recruitment Marketing: (retargeting) Buying ad space to drive
awareness

20. Results
 Candidate Satisfaction – UP
 Process satisfaction – UP (candidate, Recruiter & Executives)
 Quality of hire –UP
 Refer a friend – UP (sometimes as much as 75%)
 Time to submit –UP
 Time to fill – UP (meaning it takes less time to hire)
 Recommendations to Friends and family – UP (even if they didn't’t get hired)
 Pre-employment Glassdoor reviews –UP

21. KEY Takeaways
 If you do nothing – nothing will happen and you will lose
the War FOR Talent
 You don’t need a big budget (iPhone videos work!)
 Think like a consumer marketer
 Take small steps/break things down
 Tie into company goals
 Post your jobs where your candidates hang out
 Its up to you as the Executive to endorse this process -