Tools for High Performance Recruitment: Carl Freelove Marketing Manager

Transcription

1 Tools for High Performance Recruitment: Building a Better Workforce Carl Freelove Marketing Manager

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3 Agenda: what you will takeaway About jobs.ac.uk Recruitment market overview The recruitment tools: creating your attraction strategy Griffith University: How online tools were used to attract high-calibre global talent jobs.ac.uk action plan

4 About jobs.ac.uk 787,722+ unique users per month Used by 875+ Universities worldwide 21,000+ jobseeker searches per day from the UK, USA, Europe & Asia Pacific 290,000+ PhD qualified jobseekers 333,000+ jobseekers subscribe to Jobs by alerts with one new registration every 8 minutes

5 Our global client base to name a few

6 Market overview what's happening in recruitment

7 number of people online Internet World Stats 2011

8 Advertising spend worldwide Year on year advertising spend growth Global Europe UK 12.0% 11.7% 10.6% 4.9% 5.0% 3.7% 4.2% 3.4% 4.1% 2.4% 2.6% 0.7% 0.5% -0.1% 0.3% All advertising TV Print Other Tradtional Online Source: Strategy Analytics Global Advertising Forecast 2012

9 Advertising spend UK offline Offline advertising is not used by 33% of UK employers 40% 35% 33% 30% 29% 25% 20% 15% 10% 11% 14% 11% 5% 0% No change Reduced by 25% Reduced by 50% Reduced by 75% Offline advertising no longer used 2% Offline advertising has increased Source: Enhance Media Employer Survey 2012

10 The growth of mobile

11 The growth of mobile

12 Recruitment Tools creating your attraction strategy

13 Foundations for High Performance Recruitment

14 Foundations for High Performance Recruitment

15 Spend more time planning, less time filtering Effort Traditional Recruitment Future of Recruitment Plan Post Filter Time

16 Largest academic jobseeker survey in the world Online questionnaire on jobs.ac.uk for 10 weeks Over 10,000 jobseeker responses (our biggest response yet) Greatest collection of academic jobseeker trends and behaviours Independently verified by NORAS

17 1. Have you considered an academic opportunity abroad? 4% increase from 2011 See section 5.1 on Pg8 of your report

18 2. Would you accept an academic opportunity abroad? 69% would accept an academic opportunity abroad See section 5.1 on Pg8 of your report

19 3. Would meeting with an overseas employer? See section 5.3 on Pg9 of your report

20 4. What extra information is essential when applying for an overseas job? See section 5.4 on Pg9 of your report

21 5. Which country would you consider working? UK Sample Non-UK Sample See section 5.5 on Pg10 of your report

22 6. What factors would prevent you from accepting a position overseas? UK Sample See section 5.6 on Pg11 of your report

23 6. What factors would prevent you from accepting a position overseas? Non-UK Sample See section 5.6 on Pg11 of your report

24 7. What factors would attract you to accept a position overseas? UK Sample See section 5.7 on Pg12 of your report

25 7. What factors would attract you to accept a position overseas? Non-UK Sample See section 5.7 on Pg12 of your report

26 Foundations for High Performance Recruitment

27 Choosing the right media Checklist Who is their target audience? Niche or general? Who is their target audience? Niche or general? How large is their audience? Unique Users, Job by subscribers? How qualified is the jobseeker audience? Where are the jobseekers located? Do they advertise similar vacancies? How many competitors use the site? How much does it cost? What products/services are available? For senior or specialist roles, what jobseeker targeting options are available? How long can your advert be displayed for? Is there account management? What reporting is available?

28 Writing an effective online job advert Think like a jobseeker Your advert must connect with the audience. Put yourself in their shoes - what will they be searching for? Use a descriptive job title Is the job title meaningful outside your organisation? Avoid using vague or internal terms Short, punchy & informative opening paragraph First thing a jobseekers reads! Don t waste with generic or less important info! Always include location & salary information Jobseekers are far less likely to apply to a job with no exact location or salary. Use a salary band so that the advert shows in salary searches

29 Writing an effective online job advert Optimise the use of keywords Is your advert searchable online? Jobseekers search for jobs using keywords so make sure your advert contains as many keywords as possible Get to the point - attention span is short online Don t just copy and paste job descriptions. Be clear and concise! Clear & simple call to action Make it as easy as possible for jobseekers to apply Finally.make your advert stand out Go beyond the basic text listings! Use other options to increase the visibility of your advert, attract more jobseekers and promote your brand!

30 Foundations for High Performance Recruitment

31 Employer branding What is an employer brand? Enhances the market perception of your University as a great place to work A way to differentiate the employment experience A targeted, co-ordinated, long term strategy not a quick fix! Why is employer branding important? Why is employer branding important? Attracts the best talent to your organisation More relevant candidates High employee retention Superior team performance

32 How to build a successful brand Brand Strategy Brand Relevancy Brand Story (EVP) What are your objectives? Retention? Building awareness? Determine channels that are best fit for your University, audience and goals e.g. bespoke advertising, dedicated careers site Does your brand appeal to/catch the attention of jobseekers? Does your brand resonate well & create a connection with jobseekers? Does it motivate others to share your story? What s your story? What attracts jobseekers to your University? Why should jobseekers choose your University? Use channels effectively to engage jobseekers with your brand story Top tip: Use employee testimonials to help tell your story they are your most effective brand ambassadors

33 Telling your story online

34 Foundations for High Performance Recruitment

35 Search This pr Pay-Per Click (PPC) 10% of clicks Natural (SEO) 90% of clicks

36 Pay-Per-Click Why use PPC? Search engine usage by job seekers has increased by 14% in the last year 42% of jobseekers use search engines to find jobs Increases traffic to your careers site Jobs.ac.uk ranks #1 in PPC and organically for Academic jobs in Australia Benefits for recruiters Guaranteed top results on Google Incredibly cost-effective you only pay when someone clicks Exceptionally flexible you set your own daily budget Fast way to drive traffic to your website Target jobseekers by time of day, country of origin and even IP address!

37 Foundations for High Performance Recruitment

38 Three step social media process Drive applicants to your careers site Don t just create an account be active! Convert ENGAGE with audience / build awareness RESEARCH sites/communities where your audience have an online presence Look at the big three (e.g. Twitter, LinkedIn & Facebook) but don t forget the long tail look at niche blogs/forums/sites

39 Foundations for High Performance Recruitment

40 Talent Pools What is talent pooling? Community of qualified internal and external jobseekers Actively interested in your University Engaged over time to fill vacancies and refer people they know Build talent communities not databases! Only talent pool for critical or hard-to-fill posts Use an applicant tracking system (ATS) to automate the process Store and use speculative CVs/applications Referrals from new starters Keep banked applicants warm continuous engagement! Make sure you comply with data protection Get wider organisation involved encourage current employee base, previous job applicants, other stakeholders to join in conversation

41 Case-Study how Griffith University is using online tools to attract global talent Shane Pitman Human Resource Services Manager

42 Griffith University Campaign goals Strategic investment in UK and greater Europe Attract Australians abroad to return to Brisbane Griffithknowmore Brisbane and Gold Coast Sunshine / Smart State Promote Benefits and Conditions of Griffith University

43 International recruitment at Griffith Patchy international strategy to date Best guess advertising Limited analytics - Where to advertise - Candidate interest - Candidate success

44 Engaging international market Griffith know more Campaign: - See More - Grow More - Experience More -... Be More Comprehensive website tailored for international market Staff testimonials / videos / more links

45 Global recruitment challenges Strong Competition in Brisbane and Gold Coast market Brand What makes Griffith different? A new lifestyle in Queensland Onboarding experience Staff testimonials to personalise the experience

46 jobs.ac.uk / Griffith partnership Dedicated recruitment Campaign Site to know more Enhanced advertising on jobs.ac.uk to make vacancies stand out Candidate attraction strategy vs technical and marketing knowhow Strong analytics to support return on investment Search capabilities (PPC)

47 Exploring Welcome Page Introduction to the University Where is the University going? What does it offer academics? Jobs Page Academic jobs by faculty Real examples of employees that have made the move & their successes Research Page Highlight research opportunities How it measures on global stage

48 Exploring Benefits Page Tangible employee benefits Rewards & development Work environment Queensland Lifestyle Page Why relocate to Queensland? What lifestyle is offered? What's the climate like? Videos Page Showcase our facilities, buildings and locality/campus Staff insight into day-to-day life & culture at Griffith

49 Campaign results Site results 20,000 jobseekers Enhanced advertising to drive jobseekers to Campaign 154 countries Site 153 applications 15 interviewed 3 offers accepted

50 Next steps Continue UK campaign for two years Explore new markets - Asia - Canada - UAE Onboarding and retaining investment

51 jobs.ac.uk action plan use the tools and be across all channels!

52 Action plan for recruitment success Keep banked applicants warm! Build communities not databases! Be fanatical about recruitment data & plan for success Identify which media successful recruits come from Be where your candidates are! Use specialist sites with less competition & more targeted jobseekers Develop & communicate your brand story across all touchpoints Guaranteed top results, exceptionally flexible and only pay for results!!!

53 Thankyou! Any questions? Carl Freelove Marketing Manager jobs.ac.uk e: Shane Pitman Human Resource Services Manager Griffith University e: