RECRUITING MARKETING AND ANALYTICS: BEST PRACTICES & CASE STUDIES

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1 RECRUITING MARKETING AND ANALYTICS: BEST PRACTICES & CASE STUDIES Peter Brasket, Director, SuccessFactors/Jobs2Web LESSONS & BEST PRACTICES Attracting Passives Not an Oxymoron SEO big driver many searches without Job keyword Reducing Friction Providing a Happy User Experience Fly Visitors to Relevant Opportunities Eliminate the Scourge of Apply or Goodbye Pipelining Talent Build the Pools ahead of Need Proactive vs. Reactive Recruiting Lowers Costs, Improves Time-to-Fill Great Business Value No Gut Decisions Data Rules Replace subjective/user-selected inputs with weblogs-level data Complete line-of-sight visibility to enable better decisions 1

2 FIRST - WHAT ARE YOU MISSING? YOUR HRIS YOUR ATS YOUR RMS Payroll/benefits Employee performance Post-employment focus NOT about recruiting Workflow & compliance Applicant-centric NOT a marketing engine CONFINED analytics Multi-channel Engagement-centric Analytics/benchmarking EVERYTHING interactive BRINGING RECRUITING FULL CIRCLE INTEGRATE THE RECRUITING & ANALYTICS 2

3 WORLD CLASS RECRUITING MARKETING CUSTOMER BASE ATTRACTING PASSIVES 3

4 WHY SEO: HUGE TALENT ENGINE SEARCH ENGINE OPTIMIZATION 433 MILLION GOOGLE SEARCHES IN MAY FOR JOBS/CAREERS ARE YOUR JOBS VISIBLE? Google Keyword May 2012 Global Searches Job 226,000,000 Employment 124,000,000 Career 83,100,000 Source: Google Keyword Tool (via Adwords) SEO: GET INDEXED & GET FOUND Attracting Passives Not an Oxymoron: SEO 8 4

5 SEO: GET INDEXED & GET FOUND Attracting Passives Not an Oxymoron: SEO Example BASF-US 469,000 Pages Indexed in Google. SEO: GET INDEXED & GET FOUND Attracting Passives Not an Oxymoron: SEO Example: Ecolab/NALCO 887,000 Pages Indexed in Google. 10 5

6 FTSE 100 CAREER VISIBILITY: GOOGLE Great Potential for UK/EU Employers The FTSE 100 Ps Career Pages Indexed Pearson UK 1 Petrofac Polymetal International 62,100 a a this is actually all website pages, including careers 0 Prudential 6 FTSE 100 CAREER VISIBILITY: GOOGLE SuccessFactors Recruiting Marketing Client Comparables The FTSE 100 Ps Career Pages Indexed SuccessFactors Comparable Company Pearson UK 1 Pearson US Petrofac Polymetal International 62,100 a a this is actually all website pages, including careers Xcel Energy 0 URS Prudential 6 Fidelity 6

7 FTSE 100 CAREER VISIBILITY: GOOGLE SuccessFactors Recruiting Marketing Client Comparables The FTSE 100 Ps Career Pages Indexed SuccessFactors Comparable Company Career Pages Indexed Career Site Powered by SuccessFactors Pearson UK 1 Pearson US 125,000 m/ Petrofac Polymetal International 62,100 a a this is actually all website pages, including careers Xcel Energy 143,000 0 URS 156,000 com/ Prudential 6 Fidelity 710,000 FTSE 100 CAREER VISIBILITY: GOOGLE Visibility = Thousands of Passives/Semi-Passives Monthly The FTSE 100 Ps Career Pages Indexed SuccessFactors Comparable Company Career Pages Indexed Career Site Powered by SuccessFactors Pearson UK 1 Pearson US 125,000 m/ Petrofac Polymetal International 62,100 a a this is actually all website pages, including careers Xcel Energy 143,000 0 URS 156,000 com/ Prudential 6 Fidelity 710, ,617 SEO Visitors in May

8 PASSIVES & SEO: GET RELEVANT Searches are for Geography & Function, or Where do I want to work, and What kind of Job do I want Source: SuccessFactors/Jobs2Web Analytics WHY SEO FOR PASSIVE TALENT: THE BUSINESS CASE - SEO Attracting Passives = Applies for a Hire vs Applies needed for a Hire from Active sources Source: SuccessFactors/Jobs2Web Analytics 8

9 REDUCE FRICTION: BETTER CAREER SITES IMPROVE THE USER EXPERIENCE Causing Friction - The Standard Practice Apply or Goodbye few options for engagement with visitor Difficult to Job Search ATS hand-off typically multiple clicks before jobs No Social Integration Inability to connect with employer via Xing, FB, LinkedIn, etc. Nothing for Visual Searchers Job Maps, Hard-to-Fill Links, Talent Communities Reducing Friction - The Keys Multiple Engagement Options Join Talent Community, RSS feeds, Job Alerts, Social Integration GIVE THEM OPTIONS Front Page Job Search Keyword Search box right on Careers Page FLY TO THE JOBS NOT INTO THE ATS Enable Social Integration FB, LinkedIn, Twitter, YouTube, Pinterest - SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY Engage Visually Job Maps, Hard-to-Fill Links, Talent Communities 9

10 IMPROVE THE USER EXPERIENCE Reducing Friction - The Keys Multiple Engagement Options Join Talent Community, RSS feeds, Job Alerts, Social Integration GIVE THEM OPTIONS Capture passives Social networks Market job categories Keyword job search Emphasize key jobs Geographic search IMPROVE THE USER EXPERIENCE Reducing Friction - The Keys Multiple Engagement Options Join Talent Community, RSS feeds, Job Alerts, Social Integration GIVE THEM OPTIONS Dedicated landing pages Capture passives Social networks Job level marketing Capture passives Integrated matching jobs RSS Feeds Social sharing Sub filtering 10

11 IMPROVE THE USER EXPERIENCE Reducing Friction - The Keys Multiple Engagement Options Join Talent Community, RSS feeds, Job Alerts, Social Integration GIVE THEM OPTIONS Front Page Job Search Keyword Search box right on Careers Page FLY TO THE JOBS One click. Keyword job search to jobs IMPROVE THE USER EXPERIENCE Reducing Friction - The Keys Multiple Engagement Options Join Talent Community, RSS feeds, Job Alerts, Social Integration GIVE THEM OPTIONS Front Page Job Search Keyword Search box right on Careers Page FLY TO THE JOBS Enable Social Integration FB, LinkedIn, Twitter, YouTube, Pinterest - SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY 11

12 IMPROVE THE USER EXPERIENCE: THE BUSINESS CASE - SOCIAL Reducing Friction - The Keys Enable Social Integration FB, LinkedIn, Twitter, YouTube, Pinterest - SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY Because Social Drives Conversions Source: SuccessFactors/Jobs2Web Analytics IMPROVE THE USER EXPERIENCE Reducing Friction - The Keys Multiple Engagement Options Join Talent Community, RSS feeds, Job Alerts, Social Integration GIVE THEM OPTIONS Front Page Job Search Keyword Search box right on Careers Page FLY TO THE JOBS Enable Social Integration FB, LinkedIn, Twitter, YouTube, Pinterest - SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY Engage Visually Job Maps, Hard-to-Fill Links, Talent Communities Bon Secours Job Map Widget Job Search Map Widget 12

13 IMPROVE THE USER EXPERIENCE Reducing Friction - The Keys Multiple Engagement Options Join Talent Community, RSS feeds, Job Alerts, Social Integration GIVE THEM OPTIONS Front Page Job Search Keyword Search box right on Careers Page FLY TO THE JOBS Enable Social Integration FB, LinkedIn, Twitter, YouTube, Pinterest - SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY Engage Visually Job Maps, Hard-to-Fill Links, Talent Communities Bon Secours Job Map Widget IMPROVE THE USER EXPERIENCE: THE BUSINESS CASE CAREER SITE Reducing Friction - The Keys Multiple Engagement Options Join Talent Community, RSS feeds, Job Alerts, Social Integration GIVE THEM OPTIONS Front Page Job Search Keyword Search box right on Careers Page FLY TO THE JOBS Enable Social Integration FB, LinkedIn, Twitter, YouTube, Pinterest - SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY Engage Visually Job Maps, Hard-to-Fill Links, Talent Communities Bon Secours Job Map Widget drives 95 hires YTD Source: SuccessFactors/Jobs2Web Analytics 13

14 GET PROACTIVE: BUILD TALENT PIPELINES RECRUITING MARKETING PRODUCES THE TALENT PIPELINES Search Engines Social Networks Campaigns & Events ATS Job Publishing Talent Community Dashboard Mobile Job Agent Messaging Member Access & Alerts Advanced Analytics Custom Site/Pages Referral Marketing Referral Reporting 14

15 Passive 6/18/2012 TALENT COMMUNITY AUTOMATES CANDIDATE RELATIONSHIPS VS. MANUALLY TRANSACT $ Job Boards $ Sourcing $ Advertising Search Eng Aggreg ators Boards Unselected Trashed 1 Time Use Of Prospects Ongoing Contact Apply Sees Job Active 1 Hire Multiple Hires TALENT COMMUNITY AUTOMATES CANDIDATE RELATIONSHIPS VS. MANUALLY TRANSACT 15

16 PROACTIVE TALENT COMMUNITIES: THE BUSINESS CASE More and Easier Engagement Leads to Higher Conversion Rates Higher Conversion Rates Lead to Larger Talent Communities Larger Talent Communities lead to Less Reliance on External Sources, especially Post & Pray Faster Time-to-Fill Lower Cost-per-Hire PROACTIVE TALENT COMMUNITIES: THE BUSINESS CASE Larger Talent Communities lead to Less Reliance on External Sources, especially Post & Pray Faster Time-to-Fill Lower Cost-per-Hire 16

17 PROACTIVE TALENT COMMUNITIES: LESS RELIANCE ON POST & PRAY SuccessFactors Recruiting Marketing Client: Staffing Industry $450,000, $400,000, $350,000, $300,000, $250,000, $200,000, $150,000, $100,000, $50,000, $0.00 Client - Revenue The process of further diversifying our Sourcing Strategy and remaining on the cutting edge of Web 2.0 technology is significantly impacting our results. PROACTIVE TALENT COMMUNITIES: LESS RELIANCE ON POST & PRAY SuccessFactors Recruiting Marketing Client: Technology Industry 17

18 PROACTIVE TALENT COMMUNITIES: THE BUSINESS CASE Larger Talent Communities lead to Less Reliance on External Sources Faster Time-to-Fill Lower Cost-per-Hire PROACTIVE TALENT COMMUNITIES: FASTER TIME-TO-FILL SuccessFactors Recruiting Marketing Client: Defense Industry 2011 to 2012: Material Improvement in Time-to-Fill Has Material Impact on Revenues & Operations Source: SuccessFactors/Jobs2Web Analytics 18

19 PROACTIVE TALENT COMMUNITIES: THE BUSINESS CASE Larger Talent Communities lead to Less Reliance on External Sources Overall Higher Apply Rates Faster Time-to-Fill Lower Cost-per-Hire PROACTIVE TALENT COMMUNITIES: LOWER COST-PER-HIRE Source of Hire from Postings Syncing the SuccessFactors Apply Process with a parser resulted in a 350% increase in the number of candidates added to the ATS over the last year. Unique Career Site traffic has seen almost a 200% lift since the launch of SF Recruiting Marketing. 85% of website traffic is now generated from SuccessFactors-driven initiatives. Data 1/1/11 9/7/11 150,000 Talent Community Members who are opted in to receive Agent job marketing from the career site and have contributed to over 106,000 return applies to our site. K E Y Jobs2Web = Career Site including: Career Site & Career Site Services Direct Visitors (Talent Community) Job Aggregators Organic and PPC Search Engines Niche Job Boards include: Sologig MiracleWorkers CraigsList SuccessFactors Recruiting Marketing Client: Staffing Industry Source: SuccessFactors/Jobs2Web Client 19

20 RECRUITMENT MARKETING PLATFORM IMPACT: REDUCE COST-PER-HIRE $1.6 Million Spent - Not Integrated - Broken Cross System Reporting - No Centralized Data - Little Optimization Capability Results: - Total Hires: Time To Fill: 12 Weeks - Cost To Fill: $3,500 SuccessFactors Recruiting Marketing Client: Healthcare Source: SuccessFactors/Jobs2Web Client RECRUITMENT MARKETING PLATFORM IMPACT: REDUCE COST-PER-HIRE $1 Million Spent (Saves $600K or 40%) - Fully Integrated - Real Time All System Reporting - Centralized & Linked Data Results: (1.5 to 2X better!) - Total Hires: Time To Fill: 6 Weeks - Cost To Fill: $2,000 SuccessFactors Recruiting Marketing Client: Healthcare Source: SuccessFactors/Jobs2Web Client 20

21 DATA-DRIVEN SOURCING: GOODBYE GUESSING ACCURATE DATA = BETTER EXECUTION Goodbye Gut Decisions Data Rules Replace subjective/user-selected inputs with hard/server-level data Complete line-of-sight visibility to enable better decisions 21

22 THE PROBLEM & THE SOLUTION ATS systems not designed for multi-channel marketing/ capture User-selected pull-down menus on how did you find us? Some have auto-tagging, but limited to mainline Post & Pray job boards Inability to tie initial and most recent source of visit to apply status Recruiting Marketing Platform is designed for multi-channel marketing/capture No User-selected menus 100% weblogs/server-level tracking Covers all online sources, and even off-line sources (QR codes, Print, Events) can be tracked via Landing Pages Ability to analyze down to the hire origination from original or last referring source KEY REPORTING: SOURCING MIX Sourcing Mix: Allows you to compare Visits to Hires by Source Allows you to compare your front end sourcing mix with downstream results from your ATS 22

23 BENCHMARK 6/18/2012 SOURCING BENCHMARKS: EMPLOYER & INDUSTRY DRIVE RESULTS Career Site Search Engines Job Aggregators Major Boards Niche Boards Social Media Visit Click to Apply Complete Application 18.6 Qualified Applicant Interview Offer Made Hire # 1,587.2 of Visitors: # of Applications Started: # of Applications 69.4 Completed: # of 1.8 Qualified 3.1 Applicants: # of Interviews: # of Offers 1.2 Made: For 1.0 Every Hire Based on 2010 results for key SuccessFactors-Jobs2Web client with hourly positions. Includes 2.6 million visitors, 260,000 completed applications & 11,500 hires ANALYTICS: YOUR SOURCE EVOLUTION Source Stacked Trend Shows you proportionally over time how sources stack up Showcases both volume and proportion at the same time Provides great all in one assessment of your sourcing strategy 23

24 FULL LINE-OF-SIGHT: IMPROVE WHAT YOU CAN NOW MEASUREght Full Line of Sight Provides a detailed overview of Visits, to Hires to Source Costs Provides comprehensive filtering, grouping, drill down, calculations MEASUREMENT LEADS TO OPERATIONAL IMPROVEMENT & EXCELLENCE Jobs2web Source/Candidate Data Major Channel Visitors Subscribes Apply Starts Visit To Apply CareerSite 5,010, , , % Career Site Backlinks 3,588, , , % Category Group Menu 487,633 8,468 23, % Map Widget 54,206 2,361 5, % Search Box 880,726 40,348 86, % Job Aggregator 3,530, , , % Job Boards - Monster 79,090 20,063 23, % Job Boards - Major 87,436 21,031 26, % CareerBuilder 68,226 17,022 21, % Dice 6,353 1,905 2, % The Ladders 12,857 2,104 2, % Job Boards - Niche 267,918 49,766 68, % Pay-Per-Click 560,119 29,314 37, % Search Engine 663,449 22,028 37, % Social Network 56,121 7,069 9, % Talent Community 2,779,857 18, , % Grand Total 13,035, ,516 1,229, % ATS Applicant Status Data Apply Complete Qualified Hires Apply To Hire 411,799 75,180 12, ,685 50,073 9, ,521 7, , ,234 16,778 1, ,599 28,457 1, ,659 2, ,715 3, ,202 2, , , ,864 5, ,508 3, ,106 4, ,681 1, ,973 16,210 1, , ,214 17, Source & Platform Cost Cost Per Cost Per Cost Per Visitor Qual App Hire $0.05 $3.23 $20.03 $0.05 $3.63 $18.87 $0.03 $2.21 $55.73 $0.05 $3.82 $13.77 $0.05 $2.45 $21.01 $0.09 $11.09 $ $4.59 $ $2, $7.25 $ $2, $7.98 $ $2, $11.05 $73.07 $2, $1.47 $78.59 $1, $0.87 $45.79 $ $0.75 $ $1, $0.06 $9.14 $43.57 $2.44 $ $1, $0.05 $8.54 $95.50 $0.19 $18.02 $ Based on Q1-Q actual results for select clients with multi-channel marketing strategy and complete ATS applicant status data provided to SuccessFactors

25 DON T LIMIT THE FUN: LEADS SOURCERS DREAM OF Detail Candidate Drop Off Detail Provides detailed level access to candidates that started the apply process but dropped off Great tool to use for hard to fill positions Allows you to proactively reach out to interested candidates RECRUITING MARKETING SUMMARY BUILD YOUR PASSIVE-TALENT ATTRACTION STRATEGY LEVERAGE ESPECIALLY SEO IMPROVE THE USER EXPERIENCE ON YOUR CAREER SITE AND DOUBLE YOUR CONVERSION RATES ENABLE A TALENT COMMUNITY TO REDUCE TIME-TO-FILL & COST- PER-HIRE LEVERAGE THE ANALYTICS & DATA FROM A RECRUITMENT MARKETING PLATFORM TO EXECUTE TALENT ACQUISITION OPERATIONS PROFESSIONALLY Peter Brasket, Director, SuccessFactors/Jobs2Web pbrasket@successfactors.com 25

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