Jobsite's Mervyn Dinnen's presentation from our May 2013 Building Capability Conference. 'Gaining competitive advantage through a targeted talent acquisition campaign'

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Gaining Competitive Advantage Through a
Targeted Talent Acquisition Campaign

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Mervyn Dinnen
Jobsite Content & Community Manager
@MervynDinnen
@JobsiteUK

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Why You May Need More than
Basic Advertising

4. Something new?
• Need to create awareness for a new / different
division within an already recognised business.
• Want to position the business above competition
for attracting top talent.
• Want candidates to engage with the brand
earlier in the recruitment process to secure
placements.

5. Or maybe a different route to market…
• Traditionally relied on recruitment agencies so
the brand has been hidden in the hiring process.
• A need to reduce cost per hire and increase staff
retention.

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What are the Best Ways to Help
Boost Brand?

7. How to get in touch with relevant people…
• Target only candidates with the skillset you require with
behavioural targeted banners.
• Attract top talent from your area with geographically
targeted email campaigns.
• Position yourself above your competition with sponsored
“Jobs by Email” alerts.
• Streamline the recruitment process by driving all traffic to
your own company careers page.

8. Featured recruiter…

9. …Directory of Recruiters…

10. …Corporate Brochure…

11. …Leading to all that recruiter’s vacancies…

12. Sponsor a Skillword…

13. …and create a Skillword Banner…

14. …leading to a Branded Advert

15. …or if preferable, a Bespoke Advert

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Case Study 1 – Honda
Research & Development

17. The Need…
• Enhance awareness of the R&D Division within Honda
• Increase Honda’s exposure to relevant candidates within
the R&D field
• Emphasise that Honda R&D is separate from Honda
Manufacturing to aid candidate capture
• Enable Honda R&D to double their annual recruitment of
executives from 10 to 20
• Help them to save money as traditionally they have
relied on recruitment agencies

18. The Solution…3 Month Talent Acquisition
Package
To increase exposure to the right candidates and to offer a
proactive service to discover the best talent that uses
Jobsite, relevant to the roles that Honda R&D have to fill…
• Unlimited Vacancy Postings
• CV Search & CV Watchdog
• 3 x Bespoke Targeted E-mail (each sent to up to 10,000
candidates)
• Run of Site Banner/Skyscraper
• I x Homepage Button (live for 3 months)

19. 3 Month Brand Awareness Campaign
• Corporate Brochure
• Company Profile Page
• Homepage Button in “Currently Recruiting”
• Candidate Homepage Button in “Currently Recruiting”
• Page Google Optimised
• Brand highlighted in “Featured Jobs” on search results
page
• Brand highlighted in search results page
• Vacancies Google Optimised

20. Targeted e-mail to up to 10,000 Project Engineers
within the Automotive Industry

21. Banner for candidates within the
Automotive sector

22. Corporate Brochure…

23. Branded Advert…

24. Bespoke Advert…

25. After 3 months…
• Two experienced hires saving agency fees of
£19,000
• 5 qualified candidates being progressed for
other roles

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Case Study 2 - UCAS

27. The Need…
• Increase traffic to new careers site
• Previously relied on recruitment agencies and
not focused on direct recruiting strategies
• Reduce cost per hire

28. Corporate Brochure…

29. Sponsored Banner…

30. After 3 months…
• Average cost per hire reduced from £9,000 to
£689
• Increase in traffic to careers site

31. Summary…
• Targeted, branded digital talent acquisition
campaign can increase exposure to candidates
with required skillset
• Behavioural targeting can increase relevancy
• Ultimately delivering higher quality applications
• Reduce cost per hire

32. our job is searching for your job
Mervyn Dinnen
Jobsite Content & Community Manager
@MervynDinnen
@JobsiteUK
Any questions?