Last Thursday we hosted a thought-provoking webinar that examined how organizations should evaluate the effectiveness of their own recruitment marketing strategy, processes, and technologies. Featuring George LaRocque, Principal Analyst and Founder, HRWins Reports on HR Technology Innovation, and Pete Sanidas, Vice President, Enterprise Sales, Talemetry, the Evolve Recruitment Marketing discussion focused on the framework for maturity and efficiency within recruitment marketing organizations, and gave practical steps for prioritizing your investments to drive performance for the future.
The presentation provided context into the rapid evolution of recruitment marketing, and offered insight into several core concepts around recruitment marketing maturity and efficiency, including:
- Macro trends impacting recruitment marketing
- The similarity between modern recruitment and modern marketing
- Core process areas and capabilities in recruitment marketing
- Recruitment marketing maturity levels in the Evolve Maturity and Efficiency Framework™
- The payoff in analyzing your maturity level to map out your next steps for investment
Trends in Recruitment Marketing
With the rapid evolution of recruitment marketing over the last 15 to 20 years, there has been a progression of technological capabilities that have significantly impacted recruiting in a short period of time. The webinar provided insight into these eras of recruitment marketing since the year 2000, reminding us that organizations are trying to keep up with each transition. All of these changes have increased pressure on recruiting to match pace with shifting expectations of candidates.
Other recruiting trends highlighted by the presenters included the type of skills that organizations are recruiting for today—the hottest, emerging skills now are very different than what companies were looking for five to seven years ago. The recent Hays study supports this—while nearly 60% of companies are increasing headcount, 75% of organizations are reporting a skills shortage. And because of the skills gap, time to hire has increased. Plus with consumer access to information now at our fingertips, we now expect enterprise organizations to be more efficient as well. And we expect our experiences will be consistent as we move from device to device—rather than siloed between devices and channels.
Finally, one key trend that George LaRocque emphasized is that the recruiter experience should be just as important to us as the candidate experience. We have to enable and empower recruiters who are responsible for delighting candidates to deliver the best possible experience, and provide them strategies and technologies that can support this.
Modern Recruitment is Modern Marketing
The webinar also carefully examined the similarities between modern recruitment and modern marketing. Pete Sanidas provided insight into the complex, multichannel, personalized, integrated and data-driven nature of modern marketing. Then he drew the parallel to modern recruitment. Understanding this similarity is what led to the formation of the Evolve Maturity and Efficiency Framework, developed by Talemetry. The Framework is a proprietary operational framework for simplifying the path to world-class results for enterprise talent organizations and recruitment marketing professionals.
Core Process Areas and Capabilities in Recruitment Marketing
As a lead-in to the six process areas and capabilities, George LaRocque provided insight into why the framework developed by Talemetry is important. Specifically for organizations, understanding whether they have the right strategy and plans in place with the right technology is essential to knowing where improvements or investments should be made to their recruitment marketing process.
The webinar then took time to examine in detail the six core recruitment marketing processes—with the caveat that not every capability is needed for every organization. Here are the six recruitment marketing processes discussed:
- Inbound marketing
- Relationship management
- Candidate engagement
- Conversion and outcomes
Pete Sanidas identified that the first five processes drive to conversion and outcomes, and reminded webinar participants that there are many capabilities within each of these six areas, but not every capability is right for each organization’s goals.
Recruitment Marketing Maturity Levels
After reviewing the capabilities and processes, the four recruitment marketing maturity levels were introduced. As an introduction, we were reminded that at the end of the day, the capabilities—and how they are connected—are what drive results. And driving outcomes is what drives the level of recruitment marketing maturity for each organization. Definitions of each of the four areas of recruitment marketing maturity were provided at length, but they are listed below at a high level:
- Level 1: Ad Hoc Recruitment Marketing
- Level 2: Developing, But Disconnected Recruitment Marketing
- Level 3: Integrated and Efficient Recruitment Marketing
- Level 4: Advanced Recruitment Marketing
According to the presenters, many larger enterprises are typically at Level 2 and perhaps emerging into Level 3. The discussion then turned to the efficiencies gained by connecting the capabilities, processes and technologies when approaching Level 3. But at a Level 2 Maturity, technology is not connected or integrated, skills may be lacking or the right strategy might not be in place to take advantage of capabilities.
Content and expertise were also provided around efficiency workflows to ensure that processes are interconnected and working optimally. Pete Sanidas provided an impactful data point during this segment, indicating that from a recent candidate engagement study on the Fortune 500, 90 percent of companies are still using an ATS powered application process that requires registration or log in—resulting in a 50 percent drop off of interested candidates because the application process doesn’t meet their consumer-grade expectations. Overall, the opportunity for organizations lies in getting the most out of time and resources being put into recruitment marketing—and the Evolve Framework helps reveal real possibilities of where this can happen today and where we can improve tomorrow.
Additional Key Concepts
The webinar also provided several key concepts in terms of audience importance, efficiency barriers, and persona personalization versus pinpoint personalization. The presenters also examined the potential impact of Artificial Intelligence (AI) and chatbots in recruiting, and noted the solid foundation, analytics, and data required to support these next generation recruitment marketing approaches.
So What’s the Payoff?
At the end of the webinar, we were reminded of the importance and value in understanding the maturity and effectiveness of recruitment marketing in each organization. By understanding where you are currently based on the Evolve Framework, you can more effectively map out and begin connecting the core recruitment marketing processes and capabilities. Using this proprietary model will also help lead to quicker hires, lower cost per hire, better quality of hire, and eventually, less turnover. In other words, taking out the inefficiencies in your recruitment marketing process will help you make your recruiting organization—and ultimately your business performance—more successful.We invite you to listen to the webinar replay to learn more, or to find out what’s coming next, to help you maximize efficiencies, maturity, and performance for your own recruitment marketing strategy.