Cesare Pavese, the famous Italian poet and novelist once said “Lessons are not given, they are taken.” Working with top global enterprise organizations to optimize recruitment marketing each day, we couldn’t agree more. During our years of partnering and interacting with some of the largest recruiting organizations—including CDW, UPMC and RBS, and global companies awarded for their candidate experience, like Air Canada, Exelon and Syneos Health—we’ve taken opportunity to garner some of the most important lessons any provider can in attracting, connecting with, nurturing, engaging and converting high quality talent. Lessons that only the leading provider of enterprise recruitment marketing technology can acquire based on insights from experience. And it’s these lessons we’re excited to share with you here.
The Top 7 Lessons Taken from Experience
#1: Recruiting is expensive—you can’t afford to be wasteful.
Finding and connecting with top talent is more costly and more time consuming than ever before. According to Bersin by Deloitte, the recruiting industry tops more than $200 billion worldwide. SHRM reports the average cost per hire is more than $4,100 with time-to-fill averaging 42 days. Similarly, an article from Josh Bersin on Forbes indicates ”83% of candidates rate their job search experience poor,” while Talemetry research finds that more than 70 percent of all dollars invested in recruitment marketing fail at the point of candidate conversion. In essence, companies are throwing their recruitment dollars away.
To avoid wasting money you can't afford to lose, recruiting organizations must move away from the old, transactional world of recruiting to a new world, where they align their technology investments, personalize candidate experiences, integrate recruiting technologies, offer a better recruiter experience and have a single view of candidates. Ensure you prioritize your technology problems to solve your recruiting challenges, plan your roadmap to incorporate results-based emerging technologies, and manage your recruiting tech stack more efficiently and effectively than ever before.
#2: Recruitment marketing maturity impacts recruiting performance, big time.
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. Time and time again, we’ve helped companies mature in the effectiveness of their recruitment marketing strategies, processes and technology with our world-class EVOLVE Recruitment Marketing Maturity & Efficiency Model. And that leads to better applicants, decreased time-to-fill and more optimized performance. Here are some examples of the companies we’ve helped evolve:
- With a more mature recruitment marketing technology stack, strategy and resources, CDW has evolved its recruiting function and improved its candidate experience. The company has achieved an 83 percent application conversion rate, more than 70 percent open rates for outbound email campaigns, 51 percent decrease in cost per application, and 69 percent increase in applications across all roles.
- Within six months of implementation of the Talemetry enterprise platform, the University of Pittsburgh Medical Center (UPMC) had one million visits to its new career site—with the average visitor spending more than five minutes.
- A global financial institution, with 80,000 employees, matured its recruitment marketing process and saw overall application conversion rates increase to 57 percent, with some job categories increasing to 97 percent. Search traffic increased more than 50 percent and the talent network grew by 18 percent. And with more known candidates in the CRM, the company reduced external advertising costs by 45 percent.
- One large national retailer improved seasonal hiring with a more mature recruitment marketing function. At its one-day seasonal hiring event, the retailer increased the historical application rate by more than three-fold. The company received 31,000 applications, making 18,000 job offers in just one day with only a 1% fail rate on background checks.
#3: Technology is only one part of recruitment marketing success. You also need the right strategy and methodology.
It's not just technology that impacts the ability to optimize recruitment marketing. It also takes the right framework, methodology and in-house subject matter experts to ensure world-class delivery for guaranteed recruitment marketing success. The technology agnostic EVOLVE Maturity & Efficiency Framework from Talemetry guides recruitment marketing professionals to put into action the strategies and technology that will help them make decisions today to optimize their recruitment marketing, advance their maturity, deliver efficiencies across their enterprise, and prioritize ongoing recruitment marketing investments.
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. Take advantage of the free online self-assessment resource we’ve developed to allow you to map out your journey for greater recruitment marketing maturity in your own organization.
#4: Avoid putting all your eggs in one recruiting basket—diversify your recruiting strategies.
Relying on only one recruiting strategy to find and attract candidates is no strategy at all. Instead, recruitment marketing optimization starts by understanding how each recruitment marketing process area, including inbound marketing, sourcing, outbound marketing, relationship management, candidate engagement, and conversion and outcomes is interconnected. Be proactive in diversifying your recruiting strategies and leverage the right model to maximize your recruiting outcomes and ensure your investment in the candidate experience pays off.
#5: Personalization is everything. Because it’s 2019.
As consumers, we are used to being treated as the center of the universe in our B2C interactions. But in recruiting, only the top recruiting organizations have figured out that delivering hyper-personalized candidate experiences is what differentiates them from all the rest. So where do you start? Start by identifying and prioritizing your key audiences most critical to your business performance. These are unique to any enterprise company, and can include key talent audiences, strategic audiences or relationship audiences. With limited time and resources, you’ve got to prioritize those candidates for personalization to deliver the biggest bang for your recruitment buck. Then move to leveraging candidate data to personalize recruitment content on your career site and in your broader candidate outreach efforts.
#6: It’s time to modernize candidate engagement with AI.
Candidates today expect to be valued and nurtured throughout their entire talent journey. The best enterprise recruiting organizations have learned to modernize candidate engagement through AI powered experiences. Consider how you can empower candidates during their job search by leveraging natural language processing to improve search results for candidates. Incorporate chatbot functionality to serve as a personal assistant to candidates on your career site, for employee referrals or for internal mobility opportunities. And engage candidates by using predictive AI with suggested job opportunities or areas for consideration. It will reinforce your commitment to each candidate and ensure you deliver the right content to the right candidate at the right time.
#7: Texting is seriously the best way to communicate with candidates.
The new Talemetry 2020 Vision Report revealed that 43 percent of organizations admit that they are slow to incorporate emerging technologies like SMS/text messaging to engage and interact with candidates. But those organizations that have started using text recruiting solutions, like the native Talemetry Talent TXT product offered in the Talemetry platform, are already realizing greater levels of candidate engagement. In fact, according to Mobile Marketing Watch, text offers an unbelievable 98 percent open rate, with average response time taking around just 90 seconds, making it a vital candidate engagement tactic in your recruiting activities. Further, as you consider how and when to start incorporating texting as part of your candidate outreach, make sure you have a roadmap on how you will incorporate and capture this data into your candidate relationship management system as well.
Our Results Power Your Results
Now that we’ve shared these invaluable lessons we’ve taken over the years, we wanted to offer one more bit of proof that we’re the leading enterprise recruitment marketing platform provider today. Specifically, here is how we are powering results for enterprise recruiting organizations. Currently, Talemetry serves 145 enterprise clients across nearly 10,000 users, managing over 38 million candidate profiles, 34.6 million annual career site visitors, 10 million outbound messages, and more than 558,000 jobs marketed annually. We support job applications completed by approximately 9.8 million candidates, and collaborate with major industry players like Google Cloud Talent Solution, Indeed, and an entire partner ecosystem to provide companies with the latest integrated solutions, resources and technologies.
Plus Brandon Hall also just awarded Talemetry two coveted Gold Awards from the 2018 Brandon Hall Group Excellence in Technology Awards for Best Advance in Recruitment Marketing Technology and Best Advance in Mobile Talent Acquisition Technology. In short, we empower companies to find the right person for the right job at the right time—at scale. Because you deserve recruiting results that result in a win for your company and for your candidates.