Recruitment Marketing 101

This page is the translation and summary of this presentation in Japanese.

https://speakerdeck.com/wantedly/recruitment-marketing-101

Transformation of recruitment

Dark phases are the traditional ones. Blue parts are newly required phases for the recruitment.

Awareness

Jobseekers look for the information of companies.

• 1:n mass -> 1:1 digital
• News site, Corporate/Service site, SNS

=> Increase the presence online.

Lead generation

There are mainly 3 ways. In the digital region, Earned and Owned are effective.

1. Earned ... Get by the effort
2. Paid ... Get by money
3. Owned ... Own by ourselves

Owned

• Blog ... This should be the base of information dissemination because it can contain enough information and can be the stock.
• Video ... Video contents can raise the motivation of the application of 80% of jobseekers. For example, Israel company "SodaStream" made the viral video for the recruitment and it succeeded.
• Offline event ... Casual events are better such as meetup, small seminar, pizza party and so on.
• SNS ... If you can have the continuous operation, this can be the good way to reach to the potential candidates.

Earned

• PR ... Publishing the unique events, internal system and so on can raise the awareness.

Paid

• Advertising ... It's still effective but Earned or Owned media should have bigger impact in the long term.

(Soft selection /) Interest / Consideration

• Right after the first awareness, "motivation of the application" can raise with high possibility.
• If a jobseeker has the touch-point with the existing members, "motivation of the application" can raise with high possibility.

Soft selection

For example, internship, visit, join the event, add to the list by referral and so on. We should approach to the group who has approximately matched.

Interest

Having the continuous touch points with the potential candidates.

• Meet regularly
• Invite to the event
• Chat regularly
• Send the contents by chat or email

Consideration

Share the values of the company (mission/vision), good/bad side and so on with the candidates and suggest to apply for the company.

• Use tools to be able to approach them in the optimum timing continuously.
• Think of not only short term recruitment but also long term recruitment. Especially may take 3 years for the candidate who you really want to work with.

Engage

• Support the employee success and it can strengthen the recruitment.
• 40% of recruitment channel in America is referral now.

Employee success

Following the personal career path of employees, the company provides the opportunity to realize it.

1. Define employee success in the company (as high salary as possible, get the high skill, and so on)
2. Hire only the people who match with its employee success
3. Track the degree of success and keep improving the operation

How to track employee success

• HR assessment interview
• 1 on 1 meeting
• Survey

Increase the engagement

Clarify the purpose of the company such as vision and mission by the language. It's the responsibility of CEO. Then manager layer needs to let employees know that much.