Candidates are Customers Too. Brandy Ellis Level 3 Communications

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Melvin Logan
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1 Candidates are Customers Too Brandy Ellis Level 3 Communications

2 Evolving Role of Recruiting The days of if you post it they will come are over Only 18% of employed professionals are active candidates 77% of fully-employed professionals who will consider new opportunities will not be found using static job board-based sourcing Terms like SEO and SEM Social Media Presence(s) Early-Bird Sourcing & Outreach Development of Talent Pools & Talent Communities Level 3 Communications, LLC. All Rights Reserved. 2

3 Recruiting Today Recruiting = Identify, Attract, and Engage with the Best & Brightest Building Talent Pools & Warm Contacts Recruiting = Marketing + Sales + Corp Communications + Branding Recruiting = Source of Competitive Intelligence Resource for Increased Brand Awareness Strategic value-adding business partner Lead Generation Employee Referrals, Company Referrals, Product Referrals, Product Awareness, Sales Leads, Marketing Leads Recruiting = Asset not Liability Level 3 Communications, LLC. All Rights Reserved. 3

4 Who are your Candidates? o Where do they come from? o How do we find them? o What do they do? o Functional areas in which you recruit? o How do we treat them? o What happens when we don t take care of them? o What happens when we do? Level 3 Communications, LLC. All Rights Reserved. 4

5 Who are your Customers? What IS a Customer? Traditional Definition: They buy your products/services Non-Traditional Definition: Customer is any consumer of your Brand; which includes an experience with your Brand Where do they come from? How do we find them? How do we better leverage them? What happens when we don t take care of them? What happens when we do? Level 3 Communications, LLC. All Rights Reserved. 5

7 Candidate and Customer BOTH are consumers of your Brand & your Brand Experience BOTH buy in to your company story Every touch point is an opportunity to build your Brand and leave a positive impression Everyone is either a candidate, an untapped resource, a referral source, influencer, decision maker, or ultimate purchaser of your Brand In this particular case he was: decision maker, influencer to other areas in the business, referral source, AND candidate Level 3 Communications, LLC. All Rights Reserved. 7

8 Sell or Steal, Candidate or Customer Sell or Steal Candidate or Customer? Customer or Candidate? Every conversation is an opportunity to: Build your business (Perspective Customer) Build your bench (Perspective Candidate) Take something away from every call Resume Job Order Name of Referral Follow up call for future business Note: this sell or steal training is the reason we don t want Agency Recruiters calling our Managers What if started to apply this as a company? Level 3 Communications, LLC. All Rights Reserved. 8

9 We are all working together toward the same goal positive experience for future engagement opportunity Level 3 Brand Experience Products Drivers Customer Recruiting Marketing PR Corp Comms Sales Experience Candidate Experience Sales Experience Level 3 Communications, LLC. All Rights Reserved. 9

10 Brand Experience Drivers We have multiple Departments, spending tens of thousands of dollars, working to build the brand & manage the experience: Sales Calls Marketing Outreach Recruiting Campaigns Pay Per Click and Pay Per Impression Ads Corporate Web Site Social Media Sites Print Ads, Billboards GOAL: ATTRACT -- ENGAGE -- RETAIN Level 3 Communications, LLC. All Rights Reserved. 10

13 Common Goals The goal is the same regardless of which department does the origination: Drive a positive experience with your brand to allow continued interaction Make every contact count Why aren t we all leveraging the tools we already have to maximize our efforts? GOAL: ATTRACT -- ENGAGE -- RETAIN Level 3 Communications, LLC. All Rights Reserved. 13

14 Candidates are Customers Too If we re using the same tools If we re using the same skills If we re managing the same brand If we re all delivering a brand experience ~ Recruiters share the responsibility of managing our candidates as customers, ensuring a positive experience as the next contact may be from sales or marketing ~ Sales & Marketing share the responsibility of ensuring a positive brand message in the marketplace, which drives candidate reception & career interest Level 3 Communications, LLC. All Rights Reserved. 14

15 Recruiting is Sales and Marketing Sourcing = Prospecting Candidate pipeline = sales funnel Conversion Rates Close Ratios Recruiting is the selling and marketing of a career opportunity The Candidate Experience is your Brand experience Sharing the Mission/Vision/Values that are core to your entire Organization Recruiting is the discovery of the prospective employment relationship between your Company and the desired Talent Level 3 Communications, LLC. All Rights Reserved. 15

16 Break the Silo of Recruiting Expand the reach of your recruiting organization Work cross-functionally across the business to combine efforts Maximize the resources available, everyone s budget will benefit Improve Talent Acquisition s value Convert what can be a liability into a corporate asset Level 3 Communications, LLC. All Rights Reserved. 16

17 Recruiting = Asset Share your knowledge: Recruiters & Sourcers are the best in the company at generating names and contacts.why not share how we do it Host a Social Media Tools Training; Train your sales and marketing teams to Think Like a Recruiter No more limited scope searches for just one person/title How to Use Simple Boolean to get Better Results from your Searches Organizing your Sourcing = Organizing your Prospecting Lead Sharing & Referral Partners aren t just for Recruiters Conference & Trade Show Attendee Lists aren t just for Marketing Share the resources, Share the cost of the resources Level 3 Communications, LLC. All Rights Reserved. 17

18 Organizational Buy-In: Not so Tough Sales Impact: Increase sales effectiveness through collaboration & knowledge share Marketing Impact: Increase Brand Awareness and Visibility with key influencers & decision makers in the market Drive a unified Corporate & Employment Brand message that underlines the Mission/Vision/Values PR Impact: More frequent news releases regarding company diversity, veteran hiring, community outreach activities additional leverage for marketing, sales & recruiting Level 3 Communications, LLC. All Rights Reserved. 18

20 Call to action: Join Forces: Maximize Your Impact & Reduce your Cost Reach out to Marketing Director Find out what tools they use for targeted Marketing Campaigns See if you can add an Employment Brand message to print ads & material Make their job easier Reach out to make sure you have the most up to date Boiler Plate & Company Information on your.jobs site, Job Descriptions, etc. Reach out to your Sales Leaders find out what the sales reps use to prospect, manage contacts, find leads Reach out to your PR/Corporate Communications group share your stories about your Veteran Hiring Outreach Efforts. Level 3 Communications, LLC. All Rights Reserved. 20

21 Good to Great: Packard s Law No Company can grow revenues consistently faster than its ability to get enough of the right people to implement that growth and still become a great company. If your growth rate in revenues consistently outpaces your growth rate in people, you simply will not indeed cannot build a great company - David Packard, Cofounder Hewlett-Packard Company In order to reach Great: Sales, Marketing, and Recruiting must all be in tune. Reference: Charles, James. Good to great: why some companies make the leap--and others don't. New York, NY: Harperbusiness, Level 3 Communications, LLC. All Rights Reserved. 21

22 Thank You Brandy Ellis Level 3 Communications

Key Social Networking Strategies for Talent Acquisition

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