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
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
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
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%
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
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
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
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
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
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
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
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%
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
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
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
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