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Scott Cone
‣ VP of Client Inbound Marketing
‣ eFinancialCareers
‣ 31 years sales and marketing experience
‣ Passionate about helping employers and
talent acquisition professionals learn how to
use digital channels and marketing to
acquire talent
Our presenter
The state of talent
attraction
Today we will cover
Designing a
candidate experience
to compliment the
candidate’s journey
Candidate
personas and their
journeys
start here
The Candidate Journey
Then and NowThe State of
Talent Attraction
CEO’s #1 Concern
Source: The Conference Board , CEO Challenge 2016
2015 2014 2103
1. Human capital 1. Human capital 1. Human capital
2. Innovation 2. Customer relationships 2. Operational excellence
3. Customer relationships 3. Innovation 3. Innovation
4. Operational excellence 4. Operational excellence 4. Customer relationships
5. Sustainability 5. Corporate brand and reputation 5. Global political/economic risk
CEO’s #1 Concern
Source: The Conference Board , CEO Challenge 2016
2015 2014 2103
1. Human capital 1. Human capital 1. Human capital
2. Innovation 2. Customer relationships 2. Operational excellence
3. Customer relationships 3. Innovation 3. Innovation
4. Operational excellence 4. Operational excellence 4. Customer relationships
5. Sustainability 5. Corporate brand and reputation 5. Global political/economic risk
Top Hot Button Issue:
Failure to Attract and Retain Top Talent
Source: U.S. Bureau of Labors Statistics JOLTS report August 2016
Source: U.S. Bureau of Labors Statistics JOLTS report August 2016
$
Source: Recruiter Sentiment Study 1st Half 2016 MRI Network
Candidates in the Driver’s Seat
Scarcity of
Quality Talent
Information
Transparency
Candidates in the Driver’s Seat
Online Channels
Online Dominates Job Search
Among Americans who have looked for a new job in the last two years, the % who…
Online resources and information
Connections with family / friends
Professional / work connections
Acquaintances or friends of friends
Employment agencies (public / private)
Print ads
Job fairs, conferences, events
0% 40% 80%
28%
32%
32%
55%
63%
66%
79%
0% 10% 20% 30% 40%
5%
4%
5%
7%
17%
20%
34%
Source: Pew Research December 2015
Used in most recent search for a job Was most important resource
The war for
talent is over. The
talent won!
-Josh Bersin
Bersin by Deloitte
Candidates in the Driver’s Seat
vocate
Online Talent Attraction: Reactive, Active Candidates, Transactional
Journey
Start Awareness
Consideration
Apply
Hire
Promote
Job Board
Job Ad
Career
Site
Job Board
Job Ad
Career
Site
60% of HR
professionals
- express low
confidence in current
approach
- don’t consider
efforts
innovative
Journey
Start
Source: The Conference Board
Reactive Recruitment Marketing: Active Candidates, Transactional
Active Seekers Career Managers Passives
25% 49%26%
Three Candidate Personas
Active Seekers Career Managers Passives
75%
Three Candidate Personas
SOURCE: 10 Ideas for Recruiting Passive Candidates
For critical jobs, 95% of your potential
candidates are not actively looking.
Larger
candidate pool
Not interviewing

with other companies
They out-perform active
candidates
They’re more loyal

(and tend to stay longer)
Why Target Career Managers and Passives?
Small Fry Big Fish
Different Fish Require
Different Bait
SOURCE: universum Employer Branding Now 2016 report
use a single talent
profile for all
candidates
use personas to direct
their talent
acquisition strategy
13%46%
What Motivates Passive, High Performers?
They Want a Ring!
What High Performers Want
1. The chance to do the best work of their life 8. Work with the latest technologies and tools
2. To make an impact on customers and the world 9. Lots of autonomy with their schedule / location
3. Work with a great manager 10. Opportunity to work with top co-workers (team)
4. Opportunity to innovate and take risks
11. Opportunity to make decisions and for fast
approvals
5. Opportunity to learn rapidly and be challenged
12. Wok in a performance-driven meritocracy where
rewards are based on results
6 .Opportunity to implement their ideas
13. Information transparency where needed data and
access is readily available
7. Challenging projects and assignments 14. Sufficient budget and resources to reach their goals
Source: Dr. John Sullivan research
Active Candidates
The Active Candidate Persona Journey
Sources: 1 Glassdoor and tmp worldwide; 2 Boston Consulting Group Job
Seeker Trends 2015;
8 weeks: researching 5 weeks: application process
60% 40%
Candidate journey
3 months1
Percent of Journey:
From unaware to apply 41% longer than 2 years ago
2
Career Managers &
Passive Talent
(High Performers)
High Performing (Career Mrg / Passive) Candidate Journey
Sources: 1 Talent management thought leader Dr. John Sullivan
50 weeks being nurtured 2 weeks applying
96% 4%
Candidate journey
12 months+
On the market
less than 10 days1
The Journey Starts Here
TRIGGERS
Why People Seek New Jobs
• Don’t like boss
• Don’t see opportunities for growth or promotion -
70% of employees dissatisfied with future career
opportunities
• Don’t feel valued / appreciated
• Better job / higher pay
Source: CEB Report “The New Path Forward: Creating Compelling Careers for Employees and Organizations”
–Brian Kropp, Head of CEB’s HR practice
“What really affects people is their sense of
how they’re doing compared with other people
in their peer group, or with where they thought
they would be at a certain point in life.”
Predicting When People Are Open to Moves
Trigger Event
% Increase in
Job Seeking
Within 3 months of starting a new job 65%1
Anniversary at the company 6%2
Anniversary of position (1st or 2nd year anniversary) 9%2
Millennials (18-29) every 1-3 years 42%3
The two-months leading to and following a birthday 12%2
After social Events (Class Reunion / Peer Gathering) 16%2
When there is a change in their manager’s responsibilities 17%2
Dissatisfaction with career 112.5%2
Sources: 1 Indeed
2 CEB Report “The New Path Forward: Creating Compelling Careers for Employees and Organizations”
3 Jobvite Job Seeker Nation 2016
Source: Harvard Business Review, Sept 2016; "Why People Quit Their Jobs"
• Reduced attrition by 1%
• Moved 300 employees into new positions
• Saved $75 million to $100 million in rehiring
and training costs
Leveraging Predictive Talent Analytics
Candidate expectations are
now shaped by their consumer
digital experiences
Source: ThinkwithGoogle:
Total Digital Moments
of these digital moments
happened on mobile
Mobile Moments
Desktop Moments
Amy had 419
digital moments
researching her
trip over 2 months
87%
380
web page
visits
5
videos
34
searches
Source:ThinkwithGoogle
The Journey Moves Here
Source: 1 Business.com
Source: 1 Business.com
30%
of Google’s monthly
searches (300mm)
are job related 1
The Journey Moves Here
73%
of candidates begin
their job search
journey with Google 1
Research potential employers
Find advice/guidance
Find resources, like a job board or association
Search for job postings
Find people I can network with
0% 25% 50% 75% 100%
28%
21%
14%
12%
10%
6%
12%
11%
8%
12%
32%
31%
29%
26%
24%
34%
36%
46%
54%
54%
Use Regularly Use Occasionally Use Only When Actively Looking for a Job Never Use
What They Are Searching For
Source:	eFinancialCareers	United	States	Audience	Research	Oct	2016
Top Two

Box
78%
80%
75%
67%
66%
Source: 1 CareerBuilder Candidate Behavior Study 2016
64%
of candidates spend
time researching your
company online after
reading a job post 1
The Journey Moves Here
37%
move on to the next
company if they
don’t find the info
they want 1
Q: When you find a job on eFinancialCareers that you want to apply to, what do you typically do?
Go to company career site for more information before deciding to apply
Go directly to the company site to apply
Apply through eFinancialCareers
Search for a contact at the company to send my resume to directly
0% 25% 50% 75% 100%
24%
20%
11%
7%
13%
13%
12%
9%
20%
19%
25%
17%
22%
23%
30%
23%
21%
25%
22%
44%
Always - 5 4 3 2 Never – 1
Top Two

Box%	of	Respondents
67%
52%
48%
43%
Job Listings Lead to Career Sites
Source:	eFinancialCareers	United	States	Audience	Research	Oct	2016
Source: 1 Jobvite Job Seeker Nation 2016
48%
of job seekers used social
media in the search for their
most recent job 1
The Journey Moves Here
Source: 1 Jobvite Job Seeker Nation 2016
The Journey Moves Here
59%
use social media to research
the company culture of
organizations they are
interested in 1
Facebook is Underutilized
LinkedIn
Facebook
Twitter
0 0.25 0.5 0.75 1
40%
83%
36%
54%
66%
93%
Recruiters using
Candidates using
Source: 26 Social Recruiting Stats and Facts
Facebook Delivers Higher Engagement
Facebook
1
LinkedIn
2
Total Users (MM) 1.79 467
Average monthly visitors (MM) 1.79 106
Average daily users (MM) 1.18 3.3
Average Daily Time Using Per Person 50 mins
3
2 mins
3
Sources: 1 Facebook 3rd Q 2016 earnings, Wall Street Journal, Nov 3, 2016
2 LinkedIn 3rd Q 2016 earnings report;3 New York Times, May 5, 2016
Facebook Knows When Candidate Triggers Occur
Your location Parents
Age Expectant parents
Generation Mothers by ‘type’ (‘soccer mums’, maternal tribes)
Gender Employer
Language Industry
Education level Job title
Field of study Office type
Ethnic background Interests
Income and net worth If you work in management or are executives
If you’re in a long-distance relationship If you are an expat and what country you left
If you have have a new job If you are likely to move soon
If you’re recently engaged If you travel frequently
If you’ve just gotten married Whether you commute to work
When your birthday is coming up
The Journey Moves Here
51%
visit even when not
actively looking
Source:	eFinancialCareers	United	States	Audience	Research	Oct	2016
The Journey Moves Here
59%
feel it’s a good site to
research employers
Source:	eFinancialCareers	United	States	Audience	Research	Oct	2016
Source: 1 Jibe
8 in 10
use mobile in their job
search research process 1
The Journey Moves Here
Millennial Mobile Expectations Are High
Source: CareerBuilder
How Are They Using Mobile?
View a career site
Browse career opportunities on social media
Apply for a job
Upload resume to job app
0 0.2 0.4 0.6 0.8
43%
45%
64%
72%
21%
21%
58%
62%
Passive Active
Source: LinkedIn
The Mobile Candidate Journey Disconnect
Source: LinkedIn
say they’ve invested
enough in mobile-
friendly recruiting
have mobile-
optimized career sites
have optimized their
job posts for mobile
recruitment leaders admit they are not keeping up with mobile expectations
13%
only
20%
just
18%
only
The Mobile Candidate Journey Disconnect
career sites do not support
a mobile apply solution
90%
Fortune 500
90%
Bad Mobile Experience = Bad Performance
Source: Recruiter.com Appcast research 12/2015
Banking 20% 3% 650%
Difference
Application
Completions
14%
12%
10%
8%
6%
4%
2%
0%
# of Questions
1-25 26-50 50+
Click-to-Apply Ratio: # of Questions
10.60%
7.51%
5.65%
14%
12%
10%
8%
6%
4%
2%
0%
# of Minutes
1-5 6-15 15+
Click-to-Apply Ratio: Time
12.47%
6.97%
3.61%
76%
want to know how
long it will take before
starting
1 in 5
not willing to complete
an application that
takes 20 minutes+
Company
reviews
Facebook
Search
News site articles
Paid search
Alumni
LinkedIn
Twitter
The New Candidate Journey
Job board
Career site
Email lead
nurturing
Personal network
Mobil 

app
Niche sites
(eFinancialCareers)
Talent
prospects
Apply
Influencers
Journey Starts Anywhere
Your Employer Brand Can
Be Encountered
Candidates use
average of 18 sources*
and read 7-8 reviews
before applying
Facebook post
Job Notification
Application Process
Employer Brand Video
efc Article
Career Blog Site
e-Newsletter
Transforming Your
Candidate Experience
Rate your level of agreement with the following statement: My experience (positive or negative)
during the application process impacts my decision about whether to accept a position from that
company
0% 25% 50% 75% 100%
4%7%17%31%41%
Strongly Agree - 5 4 3 2 Strongly Disagree – 1
Top Two

Box
72%
%	of	Respondents
Source:	eFinancialCareers	United	States	Audience	Research	Oct	2016
Your Candidate Experience Matters
Communication
Expect to
receive
Would like to
receive
Expect +
would like to
receive
Receive
almost every
time/always
Expectation /
Experience
Gap
Auto email confirming receipt of app 79% 13% 92% 58% -34%
Personal email from recruiter confirming receipt of app 48% 41% 89% 17% -72%
Auto email on progress of app 51% 38% 89% 17% -72%
Personal email from recruiter on progress of app 43% 44% 87% 19% -68%
Auto email that position filled 60% 31% 91% 19% -72%
Personal email from recruiter that position filled 42% 40% 82% 19% -63%
Expected	Correspondence	After	Applying	For	Job	On	eFinancialCareers	~**
Your Experience is Not Meeting Candidate Expectations
eFinancialCareers	United	States	Audience	Research	Oct	2016
likely to take specified action after a negative candidate experience
somewhat more
likely or much more
likely
Source: Jibe 8 Tips for Improving the Online Candidate Experience
Never Apply
Again
somewhat more
likely or much more
likely
Turn Down
Offer
somewhat more
likely or much more
likely
Give Negative
Review
somewhat more
likely or much more
likely
Tell Others to Not
Apply
A Bad Experience Means Bad Results
83% 63% 48% 59%
Talent acquisition is now marketing
86% of HR
professionals say
recruitment is now
like marketing
Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016
Talent acquisition is now marketing
Personalization &
localization
Predictive analytics
Corporate or Consumer Brand
Customer-centric
Data Driven
Customer Experience
Interesting, Helpful Content, Ads, PR
Personas
Target and Reach Qualified Customer Prospects
Create an Audience
Generate Qualified Leads
Customer Relationship Management
Nurture Qualified Leads
Convert New Customers
Surprise and Delight Customers
Harness Customer Advocacy (Net Promoter)
Marketing Discipline
Employer Brand
Candidate-centric
Intuition
Candidate Experience
Employer Brand Content, Job Advertising, PR
One-size-fits-all
Target and Reach Qualified Talent Prospects
Create a Talent Pipeline (audience)
Generate Qualified Talent Leads
Candidate Relationship Management
Nurture Qualified Candidate Leads
Make Quality Hires
Foster Engaged Employees
Harness Employee Advocacy (Net Promoter)
Talent Acquisition Discipline
86% of HR
professionals say
recruitment is now
like marketing
Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016
86% say recruitment
marketing is an effective
strategy
86% of HR
professionals say
recruitment is now
like marketing
Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016
86% say recruitment
marketing is an effective
strategy
But only 44% feel
equipped to own
recruitment
marketing
Three Pillars of Talent Acquisition Marketing
Personalization &
localization
Predictive analytics
Employer 

branding
Employer 

brand content
Recruitment 

marketing
Talent acquisition professionals must become marketers
New talent acquisition skills
Social media
Talent community
engagement
Search Engine
Optimization
Responsive sites
& mobile apps/
marketing
Personalization &
localization
Predictive analytics
Content strategy
& production
Employer
branding
Email nurturing
View Through the Candidate’s Lens
Be There in the Moments That Matter
Engaging
Employer
Brand Content
Exceptional
Social and
Digital Presence
Intuitive and
Interesting
Career Site
Findable in
Search
Excellent
Mobile
Experience
Opt-in
Ongoing
Relationship
Employer brand
and recruitment
marketing
resource:
Visit our employer resource center
Your questions
Contact us to today to find out about the innovative solutions we have to help
get your employer brand content out to the right talent at the right moment.
Contact:
Carolyn McMann Carolyn McMahon
North American Sales Director
cmcmahon@EfinancialCareers.com
Phone:
Employer Brand
Solutions
Thank you
A Good Reputation Matters
for both talent acquisition and retention
53% said “a great deal”
eFinancialCareers Employer Brand 2016 U.S research
Increased likelihood of
applying if company has a
good reputation
47% said “a great deal”
Increased likelihood of
staying if current employer
has strong reputation
1 in 3 said 6-10-% less” salary
Willingness to
take lower salary
87% 70% 90%
even if unemployed
Sources: 1 Corporate Responsibility Magazine / Alleges Group Services Study 8/12
2 eFinancialCareers 2016 Employer Brand Research
Would not take a job
at a company with a
bad reputation1
A Bad Reputation Matters Too
if they didn’t feel good
about company’s reputation
Likely to voluntarily
leave2
for both talent acquisition and retention
69% 62%
Company
reviews
Facebook
Search
News site articles
Paid search
Alumni
LinkedIn
Twitter
Summing up the new candidate journey
Job board
Career site
Email lead
nurturing
Personal network
Mobil 

app
Niche sites
(eFinancialCareers)
Talent
prospects
Hires
Influencers
Journey Starts
Anywhere Your
Employer Brand
Can Be
Encountered
Average of 18
sources* before
deciding to
applyComplex > Multiple Digital Touch Points
Talent-driven > Scarcity of Talent
Relational > Proactive (talent pipelines)
Expanded Recruiter Scope > More like marketing
Sourcing Focus > Passive candidates
Candidate Approach > Personalized
Time to Hire > Longer, 3-months to a year+
1. Audit Your Experience
All these need efc brand styled icons…
these are just conceptual ideas.
Be There in the Moments That Matter
Engaging
Employer
Brand Content
Exceptional
Social and
Digital Presence
Intuitive and
Interesting
Career Site
Easy Search
Discovery
Excellent
Mobile
Experience
Opt-in
Ongoing
Relationship
2. Audit Talent Competitors
3. Identify Gaps
4. Develop Talent Personas
5. Map Persona Journeys
6. Identify Persona’s Content
Needs at Each Stage of the Journey
6. Create Your Plan
7. Measure What Matters
Your Mobile Candidate Experience Matters
• Mobile responsive career site
• Fast loading pages
• Good navigation
• Mobile-optimzied content
• Mobile application: Low time to apply / less than 25
applications questions
• Mobile resume upload
• Responsive email
Helpful resources
Employer resource center Marketing Profs
Kissmetrics blog CMI website Slideshare
Marketing library
FPO
HR Metrics CEO’s Care About
• Revenue / sales
• Positive impact on customer service
• Increased productivity
• New hire failure rate / turnover
• Diversity (to better reflect customer diversity)
• Innovation
Sources: Cielo Talent Acquistion 360 Report
1 Link to blog post on efc from John Sullivan

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eFinancialCareers Candidate Journey webcast

  • 2. Scott Cone ‣ VP of Client Inbound Marketing ‣ eFinancialCareers ‣ 31 years sales and marketing experience ‣ Passionate about helping employers and talent acquisition professionals learn how to use digital channels and marketing to acquire talent Our presenter
  • 3. The state of talent attraction Today we will cover Designing a candidate experience to compliment the candidate’s journey Candidate personas and their journeys
  • 4. start here The Candidate Journey Then and NowThe State of Talent Attraction
  • 5. CEO’s #1 Concern Source: The Conference Board , CEO Challenge 2016 2015 2014 2103 1. Human capital 1. Human capital 1. Human capital 2. Innovation 2. Customer relationships 2. Operational excellence 3. Customer relationships 3. Innovation 3. Innovation 4. Operational excellence 4. Operational excellence 4. Customer relationships 5. Sustainability 5. Corporate brand and reputation 5. Global political/economic risk
  • 6. CEO’s #1 Concern Source: The Conference Board , CEO Challenge 2016 2015 2014 2103 1. Human capital 1. Human capital 1. Human capital 2. Innovation 2. Customer relationships 2. Operational excellence 3. Customer relationships 3. Innovation 3. Innovation 4. Operational excellence 4. Operational excellence 4. Customer relationships 5. Sustainability 5. Corporate brand and reputation 5. Global political/economic risk Top Hot Button Issue: Failure to Attract and Retain Top Talent
  • 7. Source: U.S. Bureau of Labors Statistics JOLTS report August 2016
  • 8. Source: U.S. Bureau of Labors Statistics JOLTS report August 2016 $
  • 9. Source: Recruiter Sentiment Study 1st Half 2016 MRI Network Candidates in the Driver’s Seat
  • 12. Online Dominates Job Search Among Americans who have looked for a new job in the last two years, the % who… Online resources and information Connections with family / friends Professional / work connections Acquaintances or friends of friends Employment agencies (public / private) Print ads Job fairs, conferences, events 0% 40% 80% 28% 32% 32% 55% 63% 66% 79% 0% 10% 20% 30% 40% 5% 4% 5% 7% 17% 20% 34% Source: Pew Research December 2015 Used in most recent search for a job Was most important resource
  • 13. The war for talent is over. The talent won! -Josh Bersin Bersin by Deloitte Candidates in the Driver’s Seat
  • 14. vocate Online Talent Attraction: Reactive, Active Candidates, Transactional Journey Start Awareness Consideration Apply Hire Promote Job Board Job Ad Career Site
  • 15. Job Board Job Ad Career Site 60% of HR professionals - express low confidence in current approach - don’t consider efforts innovative Journey Start Source: The Conference Board Reactive Recruitment Marketing: Active Candidates, Transactional
  • 16. Active Seekers Career Managers Passives 25% 49%26% Three Candidate Personas
  • 17. Active Seekers Career Managers Passives 75% Three Candidate Personas
  • 18. SOURCE: 10 Ideas for Recruiting Passive Candidates For critical jobs, 95% of your potential candidates are not actively looking.
  • 19. Larger candidate pool Not interviewing
 with other companies They out-perform active candidates They’re more loyal
 (and tend to stay longer) Why Target Career Managers and Passives?
  • 20. Small Fry Big Fish Different Fish Require Different Bait
  • 21. SOURCE: universum Employer Branding Now 2016 report use a single talent profile for all candidates use personas to direct their talent acquisition strategy 13%46%
  • 22. What Motivates Passive, High Performers?
  • 23. They Want a Ring!
  • 24. What High Performers Want 1. The chance to do the best work of their life 8. Work with the latest technologies and tools 2. To make an impact on customers and the world 9. Lots of autonomy with their schedule / location 3. Work with a great manager 10. Opportunity to work with top co-workers (team) 4. Opportunity to innovate and take risks 11. Opportunity to make decisions and for fast approvals 5. Opportunity to learn rapidly and be challenged 12. Wok in a performance-driven meritocracy where rewards are based on results 6 .Opportunity to implement their ideas 13. Information transparency where needed data and access is readily available 7. Challenging projects and assignments 14. Sufficient budget and resources to reach their goals Source: Dr. John Sullivan research
  • 26. The Active Candidate Persona Journey Sources: 1 Glassdoor and tmp worldwide; 2 Boston Consulting Group Job Seeker Trends 2015; 8 weeks: researching 5 weeks: application process 60% 40% Candidate journey 3 months1 Percent of Journey: From unaware to apply 41% longer than 2 years ago 2
  • 27. Career Managers & Passive Talent (High Performers)
  • 28. High Performing (Career Mrg / Passive) Candidate Journey Sources: 1 Talent management thought leader Dr. John Sullivan 50 weeks being nurtured 2 weeks applying 96% 4% Candidate journey 12 months+ On the market less than 10 days1
  • 29. The Journey Starts Here TRIGGERS
  • 30. Why People Seek New Jobs • Don’t like boss • Don’t see opportunities for growth or promotion - 70% of employees dissatisfied with future career opportunities • Don’t feel valued / appreciated • Better job / higher pay Source: CEB Report “The New Path Forward: Creating Compelling Careers for Employees and Organizations”
  • 31. –Brian Kropp, Head of CEB’s HR practice “What really affects people is their sense of how they’re doing compared with other people in their peer group, or with where they thought they would be at a certain point in life.”
  • 32. Predicting When People Are Open to Moves Trigger Event % Increase in Job Seeking Within 3 months of starting a new job 65%1 Anniversary at the company 6%2 Anniversary of position (1st or 2nd year anniversary) 9%2 Millennials (18-29) every 1-3 years 42%3 The two-months leading to and following a birthday 12%2 After social Events (Class Reunion / Peer Gathering) 16%2 When there is a change in their manager’s responsibilities 17%2 Dissatisfaction with career 112.5%2 Sources: 1 Indeed 2 CEB Report “The New Path Forward: Creating Compelling Careers for Employees and Organizations” 3 Jobvite Job Seeker Nation 2016
  • 33. Source: Harvard Business Review, Sept 2016; "Why People Quit Their Jobs" • Reduced attrition by 1% • Moved 300 employees into new positions • Saved $75 million to $100 million in rehiring and training costs Leveraging Predictive Talent Analytics
  • 34. Candidate expectations are now shaped by their consumer digital experiences
  • 35. Source: ThinkwithGoogle: Total Digital Moments of these digital moments happened on mobile Mobile Moments Desktop Moments Amy had 419 digital moments researching her trip over 2 months 87% 380 web page visits 5 videos 34 searches Source:ThinkwithGoogle
  • 36. The Journey Moves Here Source: 1 Business.com
  • 37. Source: 1 Business.com 30% of Google’s monthly searches (300mm) are job related 1 The Journey Moves Here 73% of candidates begin their job search journey with Google 1
  • 38. Research potential employers Find advice/guidance Find resources, like a job board or association Search for job postings Find people I can network with 0% 25% 50% 75% 100% 28% 21% 14% 12% 10% 6% 12% 11% 8% 12% 32% 31% 29% 26% 24% 34% 36% 46% 54% 54% Use Regularly Use Occasionally Use Only When Actively Looking for a Job Never Use What They Are Searching For Source: eFinancialCareers United States Audience Research Oct 2016 Top Two
 Box 78% 80% 75% 67% 66%
  • 39. Source: 1 CareerBuilder Candidate Behavior Study 2016 64% of candidates spend time researching your company online after reading a job post 1 The Journey Moves Here 37% move on to the next company if they don’t find the info they want 1
  • 40. Q: When you find a job on eFinancialCareers that you want to apply to, what do you typically do? Go to company career site for more information before deciding to apply Go directly to the company site to apply Apply through eFinancialCareers Search for a contact at the company to send my resume to directly 0% 25% 50% 75% 100% 24% 20% 11% 7% 13% 13% 12% 9% 20% 19% 25% 17% 22% 23% 30% 23% 21% 25% 22% 44% Always - 5 4 3 2 Never – 1 Top Two
 Box% of Respondents 67% 52% 48% 43% Job Listings Lead to Career Sites Source: eFinancialCareers United States Audience Research Oct 2016
  • 41. Source: 1 Jobvite Job Seeker Nation 2016 48% of job seekers used social media in the search for their most recent job 1 The Journey Moves Here
  • 42. Source: 1 Jobvite Job Seeker Nation 2016 The Journey Moves Here 59% use social media to research the company culture of organizations they are interested in 1
  • 43. Facebook is Underutilized LinkedIn Facebook Twitter 0 0.25 0.5 0.75 1 40% 83% 36% 54% 66% 93% Recruiters using Candidates using Source: 26 Social Recruiting Stats and Facts
  • 44. Facebook Delivers Higher Engagement Facebook 1 LinkedIn 2 Total Users (MM) 1.79 467 Average monthly visitors (MM) 1.79 106 Average daily users (MM) 1.18 3.3 Average Daily Time Using Per Person 50 mins 3 2 mins 3 Sources: 1 Facebook 3rd Q 2016 earnings, Wall Street Journal, Nov 3, 2016 2 LinkedIn 3rd Q 2016 earnings report;3 New York Times, May 5, 2016
  • 45. Facebook Knows When Candidate Triggers Occur Your location Parents Age Expectant parents Generation Mothers by ‘type’ (‘soccer mums’, maternal tribes) Gender Employer Language Industry Education level Job title Field of study Office type Ethnic background Interests Income and net worth If you work in management or are executives If you’re in a long-distance relationship If you are an expat and what country you left If you have have a new job If you are likely to move soon If you’re recently engaged If you travel frequently If you’ve just gotten married Whether you commute to work When your birthday is coming up
  • 46. The Journey Moves Here 51% visit even when not actively looking Source: eFinancialCareers United States Audience Research Oct 2016
  • 47. The Journey Moves Here 59% feel it’s a good site to research employers Source: eFinancialCareers United States Audience Research Oct 2016
  • 48. Source: 1 Jibe 8 in 10 use mobile in their job search research process 1 The Journey Moves Here
  • 49. Millennial Mobile Expectations Are High Source: CareerBuilder
  • 50. How Are They Using Mobile? View a career site Browse career opportunities on social media Apply for a job Upload resume to job app 0 0.2 0.4 0.6 0.8 43% 45% 64% 72% 21% 21% 58% 62% Passive Active Source: LinkedIn
  • 51. The Mobile Candidate Journey Disconnect Source: LinkedIn say they’ve invested enough in mobile- friendly recruiting have mobile- optimized career sites have optimized their job posts for mobile recruitment leaders admit they are not keeping up with mobile expectations 13% only 20% just 18% only
  • 52. The Mobile Candidate Journey Disconnect career sites do not support a mobile apply solution 90% Fortune 500 90%
  • 53. Bad Mobile Experience = Bad Performance Source: Recruiter.com Appcast research 12/2015 Banking 20% 3% 650% Difference Application Completions 14% 12% 10% 8% 6% 4% 2% 0% # of Questions 1-25 26-50 50+ Click-to-Apply Ratio: # of Questions 10.60% 7.51% 5.65% 14% 12% 10% 8% 6% 4% 2% 0% # of Minutes 1-5 6-15 15+ Click-to-Apply Ratio: Time 12.47% 6.97% 3.61% 76% want to know how long it will take before starting 1 in 5 not willing to complete an application that takes 20 minutes+
  • 54. Company reviews Facebook Search News site articles Paid search Alumni LinkedIn Twitter The New Candidate Journey Job board Career site Email lead nurturing Personal network Mobil 
 app Niche sites (eFinancialCareers) Talent prospects Apply Influencers Journey Starts Anywhere Your Employer Brand Can Be Encountered Candidates use average of 18 sources* and read 7-8 reviews before applying
  • 55. Facebook post Job Notification Application Process Employer Brand Video efc Article Career Blog Site e-Newsletter Transforming Your Candidate Experience
  • 56. Rate your level of agreement with the following statement: My experience (positive or negative) during the application process impacts my decision about whether to accept a position from that company 0% 25% 50% 75% 100% 4%7%17%31%41% Strongly Agree - 5 4 3 2 Strongly Disagree – 1 Top Two
 Box 72% % of Respondents Source: eFinancialCareers United States Audience Research Oct 2016 Your Candidate Experience Matters
  • 57. Communication Expect to receive Would like to receive Expect + would like to receive Receive almost every time/always Expectation / Experience Gap Auto email confirming receipt of app 79% 13% 92% 58% -34% Personal email from recruiter confirming receipt of app 48% 41% 89% 17% -72% Auto email on progress of app 51% 38% 89% 17% -72% Personal email from recruiter on progress of app 43% 44% 87% 19% -68% Auto email that position filled 60% 31% 91% 19% -72% Personal email from recruiter that position filled 42% 40% 82% 19% -63% Expected Correspondence After Applying For Job On eFinancialCareers ~** Your Experience is Not Meeting Candidate Expectations eFinancialCareers United States Audience Research Oct 2016
  • 58. likely to take specified action after a negative candidate experience somewhat more likely or much more likely Source: Jibe 8 Tips for Improving the Online Candidate Experience Never Apply Again somewhat more likely or much more likely Turn Down Offer somewhat more likely or much more likely Give Negative Review somewhat more likely or much more likely Tell Others to Not Apply A Bad Experience Means Bad Results 83% 63% 48% 59%
  • 59. Talent acquisition is now marketing
  • 60. 86% of HR professionals say recruitment is now like marketing Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016
  • 61. Talent acquisition is now marketing Personalization & localization Predictive analytics Corporate or Consumer Brand Customer-centric Data Driven Customer Experience Interesting, Helpful Content, Ads, PR Personas Target and Reach Qualified Customer Prospects Create an Audience Generate Qualified Leads Customer Relationship Management Nurture Qualified Leads Convert New Customers Surprise and Delight Customers Harness Customer Advocacy (Net Promoter) Marketing Discipline Employer Brand Candidate-centric Intuition Candidate Experience Employer Brand Content, Job Advertising, PR One-size-fits-all Target and Reach Qualified Talent Prospects Create a Talent Pipeline (audience) Generate Qualified Talent Leads Candidate Relationship Management Nurture Qualified Candidate Leads Make Quality Hires Foster Engaged Employees Harness Employee Advocacy (Net Promoter) Talent Acquisition Discipline
  • 62. 86% of HR professionals say recruitment is now like marketing Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016 86% say recruitment marketing is an effective strategy
  • 63. 86% of HR professionals say recruitment is now like marketing Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016 86% say recruitment marketing is an effective strategy But only 44% feel equipped to own recruitment marketing
  • 64. Three Pillars of Talent Acquisition Marketing Personalization & localization Predictive analytics Employer 
 branding Employer 
 brand content Recruitment 
 marketing
  • 65. Talent acquisition professionals must become marketers New talent acquisition skills Social media Talent community engagement Search Engine Optimization Responsive sites & mobile apps/ marketing Personalization & localization Predictive analytics Content strategy & production Employer branding Email nurturing
  • 66. View Through the Candidate’s Lens
  • 67. Be There in the Moments That Matter Engaging Employer Brand Content Exceptional Social and Digital Presence Intuitive and Interesting Career Site Findable in Search Excellent Mobile Experience Opt-in Ongoing Relationship
  • 70. Contact us to today to find out about the innovative solutions we have to help get your employer brand content out to the right talent at the right moment. Contact: Carolyn McMann Carolyn McMahon North American Sales Director cmcmahon@EfinancialCareers.com Phone: Employer Brand Solutions
  • 72. A Good Reputation Matters for both talent acquisition and retention 53% said “a great deal” eFinancialCareers Employer Brand 2016 U.S research Increased likelihood of applying if company has a good reputation 47% said “a great deal” Increased likelihood of staying if current employer has strong reputation 1 in 3 said 6-10-% less” salary Willingness to take lower salary 87% 70% 90%
  • 73. even if unemployed Sources: 1 Corporate Responsibility Magazine / Alleges Group Services Study 8/12 2 eFinancialCareers 2016 Employer Brand Research Would not take a job at a company with a bad reputation1 A Bad Reputation Matters Too if they didn’t feel good about company’s reputation Likely to voluntarily leave2 for both talent acquisition and retention 69% 62%
  • 74. Company reviews Facebook Search News site articles Paid search Alumni LinkedIn Twitter Summing up the new candidate journey Job board Career site Email lead nurturing Personal network Mobil 
 app Niche sites (eFinancialCareers) Talent prospects Hires Influencers Journey Starts Anywhere Your Employer Brand Can Be Encountered Average of 18 sources* before deciding to applyComplex > Multiple Digital Touch Points Talent-driven > Scarcity of Talent Relational > Proactive (talent pipelines) Expanded Recruiter Scope > More like marketing Sourcing Focus > Passive candidates Candidate Approach > Personalized Time to Hire > Longer, 3-months to a year+
  • 75. 1. Audit Your Experience All these need efc brand styled icons… these are just conceptual ideas.
  • 76. Be There in the Moments That Matter Engaging Employer Brand Content Exceptional Social and Digital Presence Intuitive and Interesting Career Site Easy Search Discovery Excellent Mobile Experience Opt-in Ongoing Relationship
  • 77. 2. Audit Talent Competitors
  • 79. 4. Develop Talent Personas
  • 80. 5. Map Persona Journeys
  • 81. 6. Identify Persona’s Content Needs at Each Stage of the Journey
  • 83. 7. Measure What Matters
  • 84. Your Mobile Candidate Experience Matters • Mobile responsive career site • Fast loading pages • Good navigation • Mobile-optimzied content • Mobile application: Low time to apply / less than 25 applications questions • Mobile resume upload • Responsive email
  • 85. Helpful resources Employer resource center Marketing Profs Kissmetrics blog CMI website Slideshare Marketing library FPO
  • 86. HR Metrics CEO’s Care About • Revenue / sales • Positive impact on customer service • Increased productivity • New hire failure rate / turnover • Diversity (to better reflect customer diversity) • Innovation Sources: Cielo Talent Acquistion 360 Report 1 Link to blog post on efc from John Sullivan