Nothing like a new year to get new perspectives, right? If you weren’t able to join our live presentation featuring Madeline Laurano, Co-Founder and Chief Research Officer, Aptitude Research Partners, and Pete Sanidas, VP, Revenue, Talemetry, then you’ll have to check out the full webinar replay when you get the chance. This presentation was packed full of new research insights and perspectives as we prepare to enter a new decade of talent acquisition in 2020. Let’s take a look now at this thought-provoking discussion on how to optimize recruitment marketing and achieve a 2020 Vision for the next decade. We'll offer 15 actionable takeaways you can use—many that you can do today—to start optimizing your recruitment marketing strategies, processes and technology, and move beyond the old world of recruiting into a new interconnected one that enables you to more effectively recruit top talent for the next decade.
A Rapidly Changing Recruiting Landscape
As we look back to 2018 now with some clarity, and look ahead to 2019 to start seeing recruitment marketing trends unfold, it’s clear that talent acquisition will continue to evolve and accelerate even further, just as it has over the last two decades. The recruiting industry as a whole has seen a progression of technological capabilities that have significantly impacted both the way recruiting organizations approach talent and the way that candidates expect to be engaged. During the last 15 to 20 years, recruitment marketing has emerged as a legitimate and necessary mechanism for attracting, connecting with, nurturing and converting high quality talent better, faster and more cost effectively. And now that we are in the era of recruitment marketing optimization, there’s never been a more important time to solve the complexity that exists within recruiting.
Organizations also continue to face the universal recruiting challenge of not enough qualified candidates applying to the right jobs at the right time. And this issue has become more than a talent acquisition challenge, but has also become a true business risk. In fact, according to a new Gartner Survey, the global talent shortage is now viewed as the top risk for organizations today. This means recruiting organizations must move from a transactional model, done in an old-world mindset, to one that takes them to a more strategic approach for greater recruitment marketing optimization and efficacy.
15 Insights to Get You Started on the Path to Recruitment Marketing Optimization
With knowledge of this complex recruiting environment, Talemetry wanted to understand how enterprise organizations are responding to challenges in the existing landscape, and identify trends and strategies to empower organizations in optimizing their recruitment marketing function for 2019 and beyond. So in Q4 2018, the Talemetry Research Team conducted a survey of more than 100 talent acquisition professionals from enterprise organizations, with more than 1,000 employees, across the discipline to identify their strategic vision for recruitment marketing.
The survey sought to examine how enterprise organizations are currently leveraging recruitment marketing strategies, processes and technologies, and to determine their current level of recruitment marketing maturity. The study pinpointed current recruitment marketing challenges that organizations face today, the resources they use to meet those challenges, and the technologies they plan to implement in 2019 and well into the next decade. And this research forms the basis for the 15 top ways you can start to optimize recruitment marketing in your own organization:
Actionable Takeaways to Address Top Recruiting Challenges
One of the key findings from the Talemetry 2020 Vision Survey was that top recruiting challenges organizations face today result in significant roadblocks in winning the war for talent. Among the top challenges were lack of enough qualified applicants, stiff competition for talent and not enough budget to drive needed results. So how can you combat these challenges? Here are the first three actionable insights you can use in your organization:
#1: Prioritize your technology problems to solve recruiting challenges.
This means that in order to start actively addressing the challenges you face from a recruitment technology perspective, you have to first prioritize where you want to go. Understand the exact challenges you are wanting to take on and prioritize them for the short- and long-term.
#2: Plan and drive your roadmap to incorporate results-based emerging technologies.
With rapid changes in how we communicate and interact with candidates, using technology like SMS/text messaging, or AI recruiting solutions, including candidate chatbots to assist during the job search process, you must know which technologies actually will drive results for your recruitment marketing function.
#3: Imagine—without limitation—the ideal personalized candidate experience you could deliver.
Take away any budgetary limitations or resource constraints, and imagine, specifically, the exact experience you would like to deliver to your candidates. Then work to achieve that experience.
Actionable Takeaways to Expand the Reach for Talent
The second major finding from the Talemetry Survey explored how companies can start to examine their top sources of hire and then identify ways to become more effective and make improvements to their process. While the four top sources of talent, according to the Talemetry 2020 Vision Survey, were employee referrals, free or organic job boards, internal employees and corporate career site, there are more efficient ways to leverage technology to expand the reach for talent, including these next three takeaways:
#4: Optimize job listings for Google for Jobs.
With Google entering the job search arena nearly two years ago, it’s essential that recruiting organizations now ensure their job listings are optimized. Start by going to Google, typing in your company name, and clicking search. You’ll see how your jobs are coming to your career site. With more than 70 percent of candidates starting their job search on Google, you need to make sure you are driving traffic to the right place and not splintering opportunities for candidate conversion.
#5: Diversify, diversify, diversify your recruiting strategies.
Relying on only one method or strategy to find and attract candidates is a strategy for disaster. Make sure to be proactive in diversifying your recruiting strategies, and be proactive in trying to find candidates you don’t yet know so you can expand your overall reach.
#6: Invest in your own proprietary database.
Most applicant tracking systems today do not have the capability to capture sourced candidates and build a proprietary talent database for proactive candidate outreach. Ensure your organization is getting the most out of your sourcing and candidate engagement activities with the right CRM technology.
Actionable Takeaways for Advancing Recruitment Marketing Maturity
The Talemetry 2020 Vision Survey asked respondents about their own self-reported level of recruitment marketing maturity. With more than 80 percent of respondents indicating they are either at Level 1 Ad Hoc Recruitment Marketing Maturity or Level 2 Developing, But Disconnected Recruitment Marketing Maturity, the following three takeaways offer essential insights to develop greater recruitment marketing maturity to improve and impact recruiting performance.
#7: Measure and know your recruitment marketing maturity level.
Recruitment marketing can feel very complex, but knowing where your recruiting organization currently stands with relation to its maturity level is essential in getting the most out of your recruitment marketing activities. Start by measuring where you are currently to identify where you need to go.
#8: Map a realistic path to recruitment marketing maturity.
Knowing how to get where you want to go in terms of recruitment marketing strategies and technology for the future requires a clear path. Ensure you have the right foundation to plan both the strategies and tactics for achieving ongoing recruitment marketing success.
#9: Complete the independent EVOLVE Maturity & Efficiency Self-Assessment.
One way to start on the path toward greater recruitment marketing maturity is taking advantage of free online resources like the EVOLVE Maturity & Efficiency Self-Assessment. This personalized assessment is based on the award-winning EVOLVE Framework that allows you to map out your journey for greater recruitment marketing maturity in your own organization.
Actionable Takeaways for Future Areas of Investment
Another key finding from the 2020 Vision Survey was around recruitment technology and resource investments for the future. With many organizations already investing in key roles like CRM/Sourcing Manager, Veteran, Campus or Diversity Recruiting Specialist, Analyst/Data Scientist, Candidate Experience Specialist or Employer Branding Specialist—or planning to invest in 2019—upwards of 50 percent of companies will have these roles in place by the end of the year.
Another trend is recruitment marketing technology focus for 2019. While many talent acquisition professionals rely on their ATS to deliver recruitment marketing capabilities, an increasing number of enterprise organizations advancing in their recruitment marketing maturity are investing in best of breed solutions or integrated third party recruitment marketing platforms that specialize in creating a consumer-quality candidate experience. So what can you do in response to these trends and prioritize your investments for the future? Here are three actionable takeaways:
#10: Map and measure your candidate experience throughout the talent lifecycle—and the supporting technology.
Recruitment marketing plays a big role in setting the tone for your candidate experience across the entire talent lifecycle. Make sure you know the technology that will support this experience and set the path for this experience holistically.
#11: Measure your candidate conversion rates.
For a long time, measuring candidate conversion rates was not on the radar for recruiting. But just as modern marketers measure conversion along multiple points of the consumer buying process, recruiters and talent acquisition professionals have now started using conversion metrics to track candidate progress across the recruitment process. From those conversion rates, you can take action to improve.
#12: Recognize leading enterprise ATS’s do not address primary recruitment technology challenges.
While ATS’s today are essential for actively tracking job applicants and managing compliance, leading enterprise HCM providers do not offer technology for effectively tracking candidate conversion, nurturing talent, prioritizing audiences or leveraging modern candidate engagement through SMS/text messaging, AI and chatbot capabilities.
Actionable Takeaways for Prioritizing Audiences and Optimizing for the Long-Term
One really essential element in optimizing recruitment marketing is identifying the audiences most important to your business performance. The 2020 Vision Survey, however, revealed that most talent acquisition professionals are focused on the more tactical outcome of filling jobs than focusing on key talent audiences and delivering a personalized candidate experience for those audiences. But doing so can take your organization from a transactional recruiting model to a strategic one that can empower you to optimize recruitment marketing and drive results for the long-term. Here are three key ways to do this:
#13: Identify and prioritize your key audiences.
Before you can take action on nurturing your key audiences, you first need to identify and prioritize those audiences who are most critical to your business. These are unique to every organization, and can include key talent audiences, strategic audiences or relationship audiences. Remember, with limited time and resources, prioritizing those key audiences will help determine how to invest in current and future recruitment marketing opportunities.
#14: Create a plan to nurture key audiences.
Once you know which talent audiences you will actively reach out to, you need to map out a plan to nurture those audiences. Make sure you understand the types of engagement and outreach the audience prefers and leverage the technology to deliver it.
#15: Deliver relevant content for key audiences.
Remember, every audience is unique. And shifting to the new world of recruiting requires you to create personalized messages delivered across cutting-edge channels, like chatbot or SMS/text messaging to best engage your key audiences for current and future talent acquisition efforts.
Start With Quick Wins and Then Move Toward the Longer Term
So there you have it. Two talent acquisition veterans providing 15 ways you can start optimizing recruitment marketing this year and well into 2020 and beyond. If you’re ready to start, then pick items from this list that will give you the quickest wins, like audience prioritization or optimizing Google for Jobs. These require minimal investment or budgetary approvals—and can be empowering—and dare we say it, fun.
Check out the entire webinar replay for more insights, cutting-edge research and new strategies you can use to start optimizing your recruitment marketing function in 2019.