Summary of recruit marketing

It is the recruitment strategy and tactics adopting the concept of the typical marketing. Send the message to the correctly filtered target that "we want to work with this kind of persons". The ultimate purpose is to make the situation that we can hire the required talents without doing the recruitment activities to "pull".

Now only clarifying JD and requirement but also we should deeply consider what they want. And all of contents we make for the recruitment should fulfill their needs.

Think of Customer (= Candidates), Company and Competitor.

Clarify the concrete image that we want to hire this kind of persons, and think what kind of company you want to be the rival with. This means to define aggressively the rival relationship with such company.

Then, think what is our advantages, even if it can not be the advantage right now, what is the advantage we want to make in the future.

Through this process above, the overview of the advantage will be clarified.

About the targeting, we should be able to say "the competitor is looking for this kind of persons but our requirement is different" (this kind of candidates can choose the competitor because it's not our target).

Analyze Strength, Weakness, Opportunity and Threat on recruitment.

S and W is the internal environment, O and T is the external environment. In SWOT analysis, we focus on the change. The change is the external environment. So basically we should think of O and T first.

In the recruitment, think of convenient / inconvenient changes for us. Based on them, think of our strength / weakness in compared with the competitors.

Analize Product, Price, Place (channel) and Promotion on recruitment.

Product

Product on recruitment is the company itself. In the statistics data in Japan what kind of company the university students wants to enter (the result may be different from Vietnam),

1. The job matching with my interest
2. Relationship with colleagues
3. Working environment(atmosphere)

=> So totally the value is the attractive working environment.

There is one matrix in order to define the value against the working environment. This is just the hypothesis but it can be useful to categorize the working environment using it.

One axis is Regularity and Caos. Another axis is introvert and extrovert.

• Regularity x extrovert: [Participation] Identity with the surroundings, family and friend
• Regularity x introvert: [Stability] Safe, healthy, relaxation
• Caos x extrovert: [Change] Creation, knowledge, change of direction
• Caos x introvert: [Freedom] Personality, aggressive loneliness, selfishness

Determine the category of the company, then think of the appeal points based on the category.

Price

In the sales of the product, it should be the equivalent exchange of money and services. A customer pays, then a company provides the service. If the quality of the service is high, a customer should feel the price is cheap.

In case of the recruitment, a company pays the salary to an employee, and an employee provide the labor. So against the price of the salary, a company needs to pull as good motivation, good performance, good quality as possible. Then it can be "reasonable" for a company.

So "Price" is not only about the offer salary. What a company should do for it are:

• Motivate the candidates to apply,
• Attract the promising candidates,
• Let the candidates who we make an offer know of the company with frequent communication.

Place (channel)

This is literally about the recruitment channels. We should have as many channels as possible but should choose the optimum one for each position. And we should have the channels where can introduce the good candidates.

Promotion

This is the promotion of the company itself. So it equals to the communication with potential candidates and candidates even AFTER making an offer.

MEET - Attention - Channel

This is about "Where to inform".

We are really reaching to the target and they recognize us? Grasp the strength of each media and need to approach to the target effectively.

Recruitment site / application

There are many types channels so we should evaluate the efficiency with the common criteria to compare.

1. The number of candidates that we can expect
2. The reason of No.1 (with the calculation)
3. Assumed targets
4. Communication design to encourage the applications by the targets in No.3 (how we inform the benefits to the targets)
5. Period to publish
6. Total price and the unit price per candidate
7. Service structure
8. Tasks that we need to do and their schedule

Corporate recruitment site

This should be the problem-solving about the recruitment. So we should consider of the contents, visual, text copy and so on, then should let the visitors know of the company deeply.

ex)

• CRAZY recruitment page: https://www.crazy.co.jp/recruit
• Cyber Agent, Online introduction "Cybrary": https://www.cyberagent.co.jp/careers/students/cybrary

Owned media / HR blog

Continuous information dissemination to the targets can remind them of the company when they occur the motivation to change the job. What we should notice is the candidates tends to collect the information AFTER getting the offer rather than before that.

ex)

• LINE "LINEHRBLOG" http://linehr.jp
• Mercari "mercan" https://mercan.mercari.com/
• Medley "MEDLEY official blog" https://info.medley.jp
• Medley "The reason why I joined Medley" https://www.wantedly.com/feed/s/medley

Hold the event by the company

We should provide the values to the participants that we can provide only in the offline communication such as atmosphere, colleagues and so on. The optimum number of participants is about 10 - 20 people. In order to avoid the risk that many participants don't match with the target, better prepare the application form and let them enter the company name, their business and with or without the motivation to change the job now.

ex)

• Kayac "Funny recruitment campaign" https://www.kayac.com/recruit/campaign

Joint event

When you hold the joint events which is the type to open the booth, we should think of 5C.

• Curiosity: There is any "trick" to collect the interests of the participants or not.
• Character: It is friendly or not.
• Color: The color and the design of the booth is attractive or not.
• Call: You are calling the participants so that they can reconize the booth or not.
• Cautiousness: No pressure that they increase the vigilance (caution) or not.

Recruitment pamphlet / book

Nowadays, anybody can see the recruitment site anytime. So the contents of the pamphlet should not be the same as the recruitment site. It should be "a work" to share the mission / vision then pull into the world view of the company.

ex)

• USERBASE, Clarify the core value of the company with "DO" and "DON'T". The identity of "31 promises" https://seleck.cc/1284

Recruitment novelty

We should make it with the quality that the person who get it feel glad and unintentionally want to share or inform to the other people.

ex)

• USERBASE, Clarify the core value of the company with "DO" and "DON'T". The identity of "31 promises" https://seleck.cc/1284

MEET - Attention - Let them interest us

This is about "What to inform".

The important point is to let them feel "this is the message to me", and make the communication that ONLY the targets get interest in it.

• Let them interest us by the experience: Choose the experience and story that the targets unintentionally react to it. It doesn't need to be the practical experience but the private experience can work.
• Let them interest us by the desire / worry: In order to let them (or their life) move, we have to appeal to their desire. In order to judge which desire to push, we can refer "Murray's list of psychogenic needs".
• Let them interest us by the sympathy: The message to let them feel "Yes, yes! I understand this situation!" can cause to make the distance between the company and the target small.

ex)

• motherways, Employees interview https://www.locus-inc.co.jp/works/130524293/
• LINE, Working environment introduction https://www.locus-inc.co.jp/works/93463235/

MEET - Attention - Spreadability

Is there any trick that the readers think to share to the others? In order to occur that, there are only 2 factors. "Useful" or "Interesting".

ex)

• LIG "The legend Web designer of LIG" http://liginc.co.jp/recruit/legenddesigner
• note "The things I though of the HR strategy and the organization ability after I joined LINE" https://note.mu/aotatsutomu/n/n610cef9a701d

MEET - Attract - Benefit

Value to provide to the targets is clear? We need to strictly stand on the point of view of the target, and inform the benefits to them.

ex) The title of the job application

• OK: Even if you have no experience, you can get the skill of HR and recruitment! Looking for the recruiter assistant!
• OK: Remote work is OK! Looking for the customer support of Web conference system.
• NG: Looking for the Legal members to lead the business in the fast-growing venture company!
• NG: Building the call center!

As you can see, the examples of NG cases are about the company so it's hard for the targets to know the benefits.

MEET - Attract - Evidence

Clarifying the fact to prove the benefits? It's more effective showing the evidence of the benefits.

ex)

• Rakuten office tour VR https://youtu.be/mg5E_LxU3Do
• Balette group office tour VR https://youtu.be/zLkES2oc_Qc
• Takashimaya Company image movie https://www.locus-inc.co.jp/works/123389824/
• Fan Communication Employee interview https://www.youtube.com/watch?v=5sflBp8REVg

MEET - Attract - Competitiveness

We have the competitive elements that the other competitors don't have? Based on 3C / SWOT analysis, Face the company and the competitors, then find out the attracts of the company. If you can not find out, make it. Or it's also possible to be competitive by the recruitment policy and process.

1. Face the company
2. If you can not find it out, make it
3. If you can not make it, differentiate by the recruitment policy and process

If there are some unique system in the company, it's also good thing to name it.

MEET - Apply - Dispel anxiety

It's not easy for the potential candidates to decide to apply for the company. They should I feel anxious because it affects to their career path. So it's important to dispel their anxiety in advance assuming what kind of anxiety they have in order to realize to meet them.

MEET - Apply - Show welcome

Make it easy for the potential candidates to apply for the company.

ex)

Kayac "Ego search recruitment" http://egosearch.kayac.com => Candidates don't need to submit the CV and the search result by name is evaluated.

MEET - Apply - Simplify

It's also important to show the welcome mood and the aggressive attitude that we'd like new members to join us comfortably. The good way is meetup event. Recruiters should not give up like "because we don't have anything, we can't do anything" but should have the attitude like "even if we don't have now, try something".

Not only offline but also online opportunity to know the employees is good for it too.

ex)

SmartHR "The meetup to practice the welcome party of the new engineer"" https://smarthr.connpass.com/event/88479

13 effective elements for the recruitment via agency

Easy to close

If we rarely make an offer to candidates who they introduce, they don't want to support us because it can not be money for them. So it's important to share the target of pass and support their communication with candidates. If you can share these things with an agency, it can be helpful for them.

• Benefits for the targets
• Concrete examples so that they can explain the benefits
• Attractive points in compared with the competitors
• Factors to dispel the anxiety (ex: the salary may be down but you have the possibility to increase it if your performance is good)

=> Better make the simple doc and share with them.

Speed

They have the target that they have to achieve as the sales so the speed of the judgement is important for them. These can be the self-check for speed up.

• Decide the maximum time for each phase and communicate well among the members related to the recruitment.
• Ensure certain time of the interviewers for the interviews in advance.
• Selection flow should not be too long.
• Visualize the time to spend for each phase.

Retry

In order to make the win-win relationship with them, even if a candidate fails, we should share "the detail reason why failed" or "information to realize the candidate who should pass" with them, and make the supportive relationship with them.

• Make the relationship with them so that they can give us the suggestion of the improvement about the recruitment process.
• Have the attitude to listen to the opinions of agents.
• Share enough & accurate information with them.
• Make the opportunity for them to discuss the positions with PIC of the departments where are looking for the candidates.
• Inform to them whenever we update the job application information.

7 factors for the successful referral recruitment

1. Let all employees know well
   • Not only one announcement but also post on the wall, inform from managers some times or something.
2. Remind regularly
   • Send monthly report to share the progress, hiring positions, new positions and so on.
3. Strengthen the incentives
   • Pay the enough price of commission, have a party if we achieve the target or something. And inform the appreciation to the members who introduced.
4. Make it easy to introduce
   • Support the fee for lunch or dinner to invite someone, hold small meetup events between the existing members and the candidates.
5. Make it easy to share the attractive points
   • Share the pamphlet, summarize FAQ, etc.
6. Reassure the person who introduces
   • They may think “what if my friend fails even if I introduce” so remove this anxiety. For example, always pass the document selection and phone screening for the candidate via referral or something.
7. Let employees understand the job offers
   • Share the link of the application form
   • Share the confidential info like:
     • the examples of the targets who can be the good candidate
     • the examples of the candidates who should fail in the high possibility
     • the companies where have many potential candidates
   • etc

5 factors for the scout letter

Scout can be separated into "Single scout" and "Multiple scout". The former is the scout to send to the individual. The latter is to send to the multiple candidates with the common template.

• Single scout ... This should be the logical love letter. Important factors are "Speciality", "Give a feeling of looking at you", and "The reason why we expect to you".
• Multiple scout ... In this case, we can't make the dedicated template like Single scout. So the important points are NOT to be accepted by millions people (broad) but to grasp the heart of the targets (deep). Important factors are "High expectation" and "Facts and data".

What are recruiting automation tools?

Recruiting automation tools regulate the posting jobs algorithm, help to find top talents for newly created position within a company. They streamline the entire candidate search, facilitate the process of hiring and on-boarding the new employees.

From posting jobs to CVs screening and interviewing, recruiting automation tools provide the powerful search functions to identify, select and hire the new employees by excluding paperwork.

The best recruiting automation tools

• JobDiva provides a full-service staffing solution that includes both the front- and back-end recruiting components. It delivers a holistic recruiting solutions: talent acquisition, management tools,applicant tracking system, CRM.
• JazzHR helps recruiters and hiring managers build a scalable and effective selection hiring process with a powerful, user-friendly, affordable applicant tracking system and recruiting tool. Its aim is to replace obsolete email and spreadsheets processes with an intuitive applicant tracking system that orients on great hires results.
• Greenhouse offers a full set of features: mass communication(via email or social networking sites), instant job posting to various job boards, a customizable career page, resume parsing, A/B testing of job postings, a job approval process monitor to better regulate the creating and filling the new positions within the company.
• SmartRecruiters focuses on filtering the applicants’ experience. It allows creating job ads, targets the right candidates, and then simplifies the application and selection process. It also includes collaboration tools, so hiring managers can work with supervisors and future employees to evaluate candidates.
• ZipRecruiter offers a set of following features such as job posting to various job boards, creating brief questionnaires to screen the candidate, integration with social networking sites (e.g. LinkedIn), company branding and logo at job page, etc. It has five total levels: Starter, Team, Company, Big Hiring, Enterprise to meet the needs of any company size.
• Bullhorn combines with CRM to create a powerful ATS and HR solution that allows companies fill positions faster and easier. It also integrates with Gmail, Outlook services in order to be used in more productive and seamless way.

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