Recruiting Brief

Why People, Processes and Technology Are Critical to Recruitment Marketing

Part 2 of the Advancing Your People, Processes and Technology Series

In Part 1 of the Advancing Your People, Processes and Technology Series, we discussed the Three Key Elements for Recruitment Marketing Success. To follow-up on this blog, we were thrilled to bring together four well-known thought leaders this week for an incredible discussion on the elements that create lasting recruitment marketing success. We were privileged to hear from industry analyst Madeline Laurano, Aptitude Research, and our very own Pete Sanidas, VP, Revenue, Amy Hughes, Director, Customer Success, and Andrew Cunsolo, Vice President, Product Management. If you missed this fast-paced webinar, then we encourage you to watch the replay to learn the key actionable takeaways presented in the discussion. Throughout this blog, we’ll present highlights from each thought leader so you can learn how people, processes and technology working together will optimize your recruitment marketing success.

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Recruitment Marketing on the Rise

Madeline Laurano opened the discussion by examining what companies are really thinking about in regard to talent acquisition platforms. The trifecta of the talent acquisition tech stack includes the recruitment marketing platform, applicant tracking system, and onboarding system. Capabilities from these platforms include career sites, content management, SEO, event management, campaign execution, job distribution, candidate relationship management (CRM), talent network management, analytics and employee referrals.

Talent Acquisition Platforms

Based on recent research, Aptitude has found that recruitment marketing ranks at the top of the list in terms of priority of investment for the future. More and more companies want solutions to engage and nurture talent, and communicate with candidates even before they apply for a job. In fact, more than 70 percent of enterprises are planning to invest in recruitment marketing platforms in the coming year.

Yet at the same time, many companies are struggling with who and how to invest in recruitment marketing technology. Unlike ATS technology, recruitment marketing platforms are not part of an ‘apples to apples’ industry, where features and functionality are all the same. Perhaps most interesting is that companies are not just thinking about recruitment marketing capabilities. They are now considering how a recruitment marketing platform can truly integrate with their existing ATS and how they can ensure a seamless process across their talent acquisition platforms. Even more important, companies are looking for a partnership more than ever before, especially at the enterprise level, where the partner understands what it means to support and advance global talent acquisition.

Companies Are Still Behind

The challenge companies still face is that they are still behind internally from an organizational perspective. With one in four companies still having no plan for digital transformation, organizations are still managing very manual processes across all areas of talent acquisition. And they have no plan in place for adopting mobile, machine learning or candidate engagement activities to communicate more effectively with talent.

Of those companies more advanced in their talent acquisition technology, only 50 percent are actually measuring the ROI of their investment. But with more scrutiny on proving performance than ever before, talent acquisition must demonstrate business results. When evaluating different providers, it’s important to ask about ROI up front.

Driving Toward Greater Simplicity

According to data from Aptitude Research, only two percent of companies actually use all the functionality in their recruitment marketing platform. And one in five companies are unhappy with their talent acquisition solution. So how can you drive toward greater simplicity when investing in the right tech stack for your company? Madeline suggests evaluating what is and is not working, offering four key areas that you should look for in any provider:

#1 Partnership: Look for a partner with a strong product, but also make sure they work with you to develop capabilities that your organization needs to support your enterprise talent acquisition efforts.

#2 Expertise: The partner you choose should have deep domain expertise in recruiting, attracting, and engaging talent, not just in product functionality.

#3 Experience: Examine to what extent your needs are getting met currently and what could be improved with a new provider. Ensure the partner you work with supports the value of your organization.

#4 Adoption: How has technology adoption worked in your organization previously? If this is a significant challenge, then ensure the partner you work with can support you in adopting new technology and tools.

Key Recommendations for Advancing People, Processes and Technology

Madeline ended by providing five key recommendations that talent acquisition and recruiting organizations should use when it comes to investing for the future and improving their processes. 

#1 Simplify the process: Talent acquisition is more complex than ever before. So it’s essential to understand what is important to your organization, to identify the capabilities that will drive results and to recognize how you can engage with talent most effectively.

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#2 Embrace data: Making sense of all the data can be challenging. When you think about recruitment marketing, you need a partner that can provide you with the right insights to inform decision making for better engaging talent.

#3 Look at the consumer world: Ensure you look for technology that allows you to give candidates what they are used to in the consumer world. As candidates research your organization, they want to engage with you in a modern way. 

#4 Empower talent acquisition to think strategically: Elevate talent acquisition to be more effective. Make sure that you have the right processes and systems in place to engage talent in a systematic way, track engagement, deliver better results and improve the quality of your applicants and your hires.

#5 Invest in the right provider: As you go through the process to advance for the future, ask the tough questions. Do your homework, talk to current customers. And determine whether the partner has the expertise, experience and proven adoption track record to ensure success.

Developing the Skills, Knowledge and Abilities of Your People

Teaching people how to use technology is essential in driving the success of the talent acquisition function. During the next portion of the panel discussion, Amy Hughes examined the importance of working with customers to ensure initial adoption, onboarding and ongoing success of recruitment marketing technology. By actively investing in clients to build their skills, knowledge and abilities, the best recruitment marketing providers offer customer success teams with hands-on training and development programs for delivering more effective recruitment marketing.

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Talemetry has created a robust Learn at Talemetry training and development program to empower customers to incorporate the Talemetry platform into everyday recruiting activities. Learn at Talemetry takes the approach that training is not a one-and-done. Instead, it’s about continuously advancing your skills and knowledge to become more mature and efficient in your recruitment marketing efforts. Courses from Learn at Talemetry are aligned to how users leverage the system and content provides insight into the outcomes of recruitment marketing activities to help guide current and future recruitment marketing strategies.

Leveraging the Right Processes and Framework to Deliver Results

Pete Sanidas then examined the importance of the right framework in optimizing recruitment marketing. He highlighted a study from Bersin by Deloitte that found highly effective recruitment marketing organizations spend 30 percent less and hire in 30 percent less time. This means when recruiting organizations are optimized, they are yielding consistent results and delivering more effectively and efficiently for the business.

Optimizing recruitment marketing requires a methodology that guarantees recruitment marketing success. The EVOLVE Recruitment Marketing Framework from Talemetry is a proprietary operational framework for simplifying the path to world-class results for enterprise talent organizations and recruitment marketing professionals. It brings together previously siloed recruitment marketing process areas and ensures each area is interconnected to maximize recruitment outcomes. EVOLVE guides talent acquisition professionals toward strategies and tactics that provide the biggest uplift to recruitment marketing results. It is not a one-size-fits-all approach. Rather, it provides structure around the six core process areas of recruitment marketing, including inbound marketing, sourcing, outbound marketing, relationship management, candidate engagement, and conversion and outcomes.

Another aspect of the EVOLVE Framework is the concept of audiences. By identifying, prioritizing and nurturing audiences most important to your business, you can determine which audiences you should focus on for your recruitment marketing activities. The three types of audiences include key talent audiences, strategic audiences, relationship audiences.

Audiences

The payoff for optimizing your recruitment marketing processes leads to quicker hires, more qualified talent, less turnover and lower cost per hire. And that leads to happier candidates, more effective operations, and happier recruiters. 

Modernize Candidate Engagement Through Optimized Technology

The webinar concluded with Andrew Cunsolo providing highlights of some of the new innovative features as part of Talemetry’s latest product release. Here’s some highlights and benefits from these new features:

Improve Segmentation of Audiences
Talemetry Source & CRM allows recruiters and sourcers to create and nurture important target audiences and manage candidates in different lifecycles. With new flexible filters, ability to edit custom fields, view additional attachments, flexible data access rules for roles, forwarding external emails to Talemetry and improved auto-search for candidates coming into the talent pool, you can engage your audiences more effectively.

Build Closer Relationships with Audiences from Talemetry Candidate Portal
Increase candidate engagement by enabling candidates to manage individual subscription settings and consent, maintain consistent branding, allow candidates to choose their language, view status of job applications, and manage easy identification via email. All while being mobile responsive and accessible.

Gain Deeper Insights into Audiences
Increase insights into the behavior of your audiences and effectiveness of your recruitment marketing outreach through deeper candidate job notifications analytics and source of talent network.

The Secret to Lasting Recruitment Marketing Success

Remember, the key for advancing your recruitment marketing function is to ensure you have the right combination of people, processes and technology working together to create a win for your company and your candidates. With a trusted partner who can share their insights and knowledge, a best practice process and framework that you can leverage for guaranteed recruitment marketing success, and leading-edge technologies to drive efficiencies and performance, you can optimize recruitment marketing performance in your organization, modernize candidate engagement, and deliver exceptional experiences for candidates.