SmashFly Transform Keynote: Transforming Recruitment Marketing Starts With You

Editor's Notes

• #3: Intro to my backround – excited to be here 10 year anniversary. Long & winding road. Privileged to witness evolution and new momentum
• #4: I want to share a number with you. 70% Before I tell you what this number means, I want to preface it by saying this number represents more than a decade of transformation and it’s a large part of the reason you’re in this room today.
• #5: 70% old recruiting processes don’t work as well anymore. the candidate the employee experience matter. 70% represents companies understand the ever Importance of their EB – investing in new discipline Budget backed number of realization to what’s been happening over the last few decades in recruiting. Looking for a metric to bring back to your team exhibit A
• #6: So, with that backdrop, I’d like to talk to you today about the state of recruitment marketing. Specifically I’ll cover these 5 topics. How we got here and where we’re going. The people driving the transformation The impact of RM on the workforce It's time to transform your organization The Challenges we face & opportunity to grow together. fffd
• #8: Cultural shift we’ve experienced Early Web was very much a publish/subscribe model. Data & information was published, people subscribed Everyone Became Information publishers. Rise of blogs, social sites, etc. Today, user generated content is king. We call these digital footprints. And almost all of us have an online digital profile . What that means is that we can now known and found on the web.
• #9: Back then, there was no way to really find/or identify people and skills so we posted on job boards and processed the candidates who applied to the job. 13% active, fishing from small pond Almost 90% of people aren’t actively looking for a job. Chances talent is there Holistic view of going after 100% of talent, both active & passive. How well you leverage tech,skills, process to find, message, engage will determine success.
• #10: Accumulating effect of HR tech, . We didn’t get here in a vacuum. And the investment in solving the problems has been large. The According to CB Insights, Unchartered territory for almost everyone, the path forward and how to best solve it wasn’t clear. Right Path =More holistic, systematic and thoughtful approach to how to compete for talent in the future. You were at HR Technology Conference You frustrated with the status quo, know it’s broken and are ready to bring this transformation to life.
• #11: And from my perspective, that’s a healthy place to be. We need to move beyond the hype and get down to real business…the business or recruitment marketing and driving this transformation forward. We’ve come a long way and there’s a lot of momentum.
• #12: compare the obvious parallels between Marketing / Recruitment Marketing From a technology perspective, The biggest area I see for RM =maturing as a real TA discipline Driving reasons for having this Transform Conference, to further RM as a discipline. Marketing is much further - the art & science or successful marketing. Although as a product/engineering type of person, Need discipline to catch up to technology. We need RM skills, know-how, etc So, it’s largely the folks in this room that will chart this course.
• #13: So who are the people leading this transformation? What do they look like? Hint - look around you.
• #14: In this room are modern recruitment marketers. Bold, creative.. The one thing I know everyone in this room has in common, What you may NOT have in common is where you come from. RM is not just about Talent Acquisition. Marketing’s purview = corporate brand and it’s reputation. Increasingly, the EB and B are synonymous. True story, - RFP process with a prospect . Business was Blind sided The candidate and employee experience has never had a bigger impact on a companies overall brand and reputation. Encourage you to think like a marketer Worlds are colliding!
• #15: underpinings a modern recruitment marketer. Strategic Thinker: unconvential solutsions role. Designing, developing, defining Outside of assessing job specific skills, this is essential to attracting candidates who have the personality, work preferences and shared mission to be a strong cultural fit, and remain with the company longer. " Creative Storyteller: 2016 Edelman Trust Index, Ravenous Marketing Tactician: marketing discipline, different content is relevant at different points in the journey, speed with which digital marketing changes Average Candidate uses an average of 16 channels to research a job. Fearless Change Agent: They embrace the fact that they will lead by example and expect to use business analytics to motivate widespread change.
• #16: So what effect is RM having on the workforce of today and tomorrow?
• #17: Flipped roles. Consumerization of the candidate unlimited access to information = ability to dream bigger by learning faster. Course of study. No limits on opportunities. Untethered smartphones and distributed teams have completely The stigma that came with job hopping is nearly gone. Talented people they lean into the positive outcomes that come from change; change is a means to achieving dreams
• #18: So, what’s the next logical step? You stop working for a company and starting working for yourself. The rise of the Liquid workforce or what is also known as the “Gig economy” Accenture. Agile organizations are restructuring their workforce around this new reality. These teams represent a blend of full time employees, etc.. (ready to be plugged in when the opportunity comes.) More fluid career with more flexibility, with time at work invested strategically as people collect the valuable experiences
• #19: With the dramatic changes in the hiring and workforce landscape, ​ Innovation in how companies attract, hire and retain employees is happening at a faster and faster clip. Workers will naturally gravitate towards forward thinking companies that understand these new realities and are setup to take advantage of them. ​ ​As business leaders,  be reinventing your processes and looking for new ways of taking advantage of digital services that become available in increasing frequency.​ ​The workforce is changing and it’s your job to ensure you have the right talent  ​ ​
• #20: So, now is the time to transform your organization, if you haven’t already started. Lyrics popped In my head. Reason = The changes happening in the workforce today are dramatic, everything is moving so fast. . If a company thinks that they can just sit on the sidelines …. its’s time to run! Everyone in this room has the opportunity to make their professional mark More direct access to talent then ever before. An increasingly independent workforce Increased digitization and technology advances which enable the ability for rapid innovation changes to business and recruitment processes. . You are the leaders who can drive this TRANSFORMATION
• #21: In 1995, only 1% of the worlds population was online. In 2016, over 40% of the worlds population is online. Over 3.5 Billion people. That’s a lot of people? You are now fishing in oceans, not ponds. Maybe you can start communicating with these people earlier Because 90% of younger workers say social job searching is the new normal . New channels. And the newest generations are even more plugged in. If you don’t already have one, you need to create a comprehensive strategy As the recruitment marketing professional, it’s your job to start communicating with that talent today
• #22: employment brand is increasingly paramount to your corporate brand. Whether you like it or not, your EB is more transparent. Impact of Negative experience = Almost 70% of job seekers... Ouch! Not understanding what it’s like to work somewhere is the biggest obstacle to changing jobs Because purpose oriented people stay in their jobs longer. You need to start today to baseline your employment brand. You need an authentic way to tell your story Proactively monitor your employee experience - drive the necessary changes to increasing the overall experience. Have a goal of turning your employment brand into a competitive differentiator.
• #23: I don’t have those stats I’d bet good money a negative rating it will have a significant impact on your business. This is super important! Bridge the gap in conversations with leadership about the importance in funding recruitment marketing. It’s been recently uncovered through wikileaks of colin powell’s How many other companies and vendors ….drive business decisions? … major implications for your business. RM needs to take the lead on driving this message. Changes to behavior have to start at the most senior level. Critical for your company to invest in candidate and employee experience. it’s direct correlation to your companies brand, reputation and impact on the business.
• #24: So what are some of the challenges the people in this room have faced or will face as they grow as a Recruitment Marketer and push the discipline forward within their own organizations?
• #25: Recruitment marketing is still maturing as a discipline. push back from C level executives. HR marketing tools & HR Marketing resources not understand the differences between recruiting and recruitment marketing. the importance and impact of your employer brand on the overall company’s brand. But being misunderstood provides you an opportunity to show them something new & unexpected
• #26: lacks the funding, resources or support A business case must be made to your leadership You need to bring together the market data, the metrics and the use-cases - not selling software, selling new way to complete. Get started today. The important thing to remember, is that when you are selling the idea of RM,
• #27: grow ourselves personally as experts in this discipline. Remember, we’re just at the beginning. A lot to learn and there is a lot of unchartered territory in front of us. As Marketing has matured, we can see the new levels of specialization As discipline matures, you will probably need to decide on what you want your role to be, daunting task. The fact that you’re here is a HUGE first step. In being here, you show the commitment to push yourself and advance the discipline of RM. And The more you help to move the discipline forward, the greater the results you’ll achieve both personally and professionally. With recruitment marketing and employer branding rising in importance
• #28: no-one can do it alone. Technology vendors, analysts, practitioners. We all need to work together to move the ball forward. That’s why we’re having this conference. We need to learn from one another, share what works and what doesn’t work. This 2-day conference is a great start, but one of my asks (and I haven’t asked for anything so far) Remember, the more we work together to advance the discipline, the more impact we can all have. And of course, if any of you have ideas of what we can be doing at SmashFly to better advance the discipline, I am 100% all ears.
• #29: Over the next 2 days we’ll unpack this bold new discipline, Here are some things to keep in mind: team effort, tech from smashfly, we believe. A quick glimpse of what you’ll be learning over the next 2 days. Learn about ….(4 things) I challenge you to get the most out of your two days at Transform…. Ask the hard questions, Introduce yourself to your new peers, Share what you’re most excited about, and what scares you. We’re super excited