Recruitment Marketing in 2017: How the Fortune 500 (And You!) Stack Up
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The 2016 Recruitment Marketing Report Card highlights the challenges in the job market, including a skills gap and increased hiring difficulty, while emphasizing the need for organizations to adapt their recruitment strategies. An analysis of the Fortune 500 shows an average grade of C, with improvements in employer branding and mobile-friendly practices, yet a significant portion still lags in effective candidate engagement. The document recommends that organizations optimize their talent networks and email communications to enhance candidate attraction and retention.
![© 2016 SmashFly Technologies15
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Recruitment Marketing in 2017: How the Fortune 500 (And You!) Stack Up
- 1. © 2016 SmashFly Technologies1
- 2. © 2016 SmashFly Technologies2 W h a t i s t h e R e c r u i t m e n t M a r k e t i n g R e p o r t C a r d ?
- 3. © 2016 SmashFly Technologies3 • 5.6 million job openings – just shy of all- time high CNN Money • Baby boomers retiring at unprecedented rate Slate • Millennials stay in positions an average of 2 years CNN Money • Unskilled workers, higher employer expectations, fewer job training programs – skills gap is widening Challenger Gray & Christmas • BOTTOM LINE: IT’S GETTING HARDER TO HIRE CONSISTENTLY WHY IT’S IMPORTANT #RMReportCard
- 4. According to research by PwC, 93% of CEOs recognize the need to change their strategy for attracting and retaining talent.
- 5. © 2016 SmashFly Technologies5 HOW ARE ORGANIZATIONS EVOLVING THEIR STRATEGIES? 2015 Report Card • Content • Social • Employer Branding • Mobile • Initiatives • Talent Network Opt-in 2016 Report Card • Content • Social • Employer Branding • Mobile • Initiatives • Talent Network Opt-In • Talent Network Nurture • Personalization • SEO
- 6. © 2016 SmashFly Technologies6 H o w d i d t h e 2 0 1 6 F o r t u n e 5 0 0 p e r f o r m ?
- 7. © 2016 SmashFly Technologies7 • The 2016 Fortune 500 earned an average grade of C • 22 companies made the “Dean’s List” by scoring an A, compared to 13 in 2015 • 27% increase in A’s and B’s compared to 2015’s class • Two sectors – Industrials and Aerospace and Defense – tied for best average grade (B) • Valedictorian – Telecommunications (58% earned an A) REPORT CARD OVERVIEW #RMReportCard
- 8. © 2016 SmashFly Technologies8 • 23% (113 companies) were in the “Back of the Class,” scoring a D or an F • 29% decrease in D’s and F’s compared to 2015’s class REPORT CARD OVERVIEW #RMReportCard
- 9. © 2016 SmashFly Technologies9 U s e d b y o v e r 5 0 % o f t h e 2 0 1 6 F o r t u n e 5 0 0
- 10. © 2016 SmashFly Technologies10 Used by over 50% of the 2016 Fortune 500 BEST PRACTICES 75% 69% 64% 55% 53% Diversity content on career site Mobile-friendly career site homepage Mobile-friendly job search Military/veteran content on career site Job families content on career site #RMReportCard
- 11. © 2016 SmashFly Technologies11 © 2016 SmashFly Technologies11 #RMReportCard
- 12. © 2016 SmashFly Technologies12 © 2016 SmashFly Technologies12 Dedicated content and messaging to specific job families on your career site BIGGEST OPPORTUNITY:
- 13. © 2016 SmashFly Technologies13 U s e d b y o v e r 2 0 % o f t h e 2 0 1 6 F o r t u n e 5 0 0
- 14. © 2016 SmashFly Technologies14 1. Search Engine Optimization (SEO) 2. Candidate-Focused Content 3. Employer Branding 4. Mobile-Friendly Career Site 5. Career-Dedicated Social Presence OVERVIEW: EMERGING PRACTICES #RMReportCard
- 15. © 2016 SmashFly Technologies15 49% 94% 0% 20% 40% 60% 80% 100% Job landing pages search engine optimized [Company Careers] is first result on Google #RMReportCard
- 16. © 2016 SmashFly Technologies16 © 2016 SmashFly Technologies16 SEO landing pages for every job, plus relevant content at the top and bottom of each job description #RMReportCard
- 17. © 2016 SmashFly Technologies17 42% 14% Outline application process Candidate blog and/or resources #RMReportCard
- 18. © 2016 SmashFly Technologies18 © 2016 SmashFly Technologies18 Job advice, interview expectations, candidate resources #RMReportCard
- 19. © 2016 SmashFly Technologies19 45% 41% 31% 20% 13% 5% 3% 1% Employee stories on career site (video) Employee stories on career site (written) Email designed with company brand and colors Unique content embedded in job descriptions Link to Glassdoor Email sent from company domain Unique content in sidebar on job descriptions Glassdoor widget on career site #RMReportCard
- 20. © 2016 SmashFly Technologies20 © 2016 SmashFly Technologies20
- 21. © 2016 SmashFly Technologies21 44% 64% 69% 0% 20% 40% 60% 80% Mobile-friendly apply Mobile-friendly job search Mobile-friendly homepage #RMReportCard
- 22. © 2016 SmashFly Technologies22 © 2016 SmashFly Technologies22 Pepsico offers a mobile-optimized candidate experience throughout all facets of recruiting, plus a mobile app for job seekers.
- 23. © 2016 SmashFly Technologies23 24% 29% 65% 0% 20% 40% 60% 80% Social content other than jobs Social careers profile or hashtag Social sharing within job descriptions #RMReportCard
- 24. © 2016 SmashFly Technologies24 © 2016 SmashFly Technologies24
- 25. © 2016 SmashFly Technologies25 © 2016 SmashFly Technologies25 1. Link to social careers channels from career site 2. Add Glassdoor button or widget to give candidates a direct route to reviews and ratings 3. Add social share buttons to job descriptions Quick Wins #RMReportCard
- 26. © 2016 SmashFly Technologies26 U s e d b y l e s s t h a n 2 0 % o f t h e 2 0 1 6 F o r t u n e 5 0 0
- 27. © 2016 SmashFly Technologies27 1. Email Nurture 2. Personalized Content 3. Talent Networks OVERVIEW: UNTAPPED PRACTICES #RMReportCard
- 28. © 2016 SmashFly Technologies28 1% 16% 45% 85% 24% 44% Send content other than jobs Join talent network/job alerts in apply flow Send regular email communication Send confirmation email after signup Join talent nework from career site Sign up for job alerts from career site 14% 15% 48% Job alerts require credentials No email opt-out offered Never sent email post-confirmation #RMReportCard
- 29. © 2016 SmashFly Technologies29 © 2016 SmashFly Technologies29 #RMReportCard Monthly newsletter with behind-the-scenes info, job tips, industry news, etc.!
- 30. © 2016 SmashFly Technologies30 © 2016 SmashFly Technologies30 • A Recruitment Marketing Platform allows you to automatically send an email reminder to candidates who don’t complete their application. – The results? 15% percent more applications for every job. Quick Wins
- 31. © 2016 SmashFly Technologies31 3% 3% 8% 12% 53% 0% 10% 20% 30% 40% 50% 60% Auto remind to complete application Unique content in job descriptions Personalized job reccomendations on career site Candidates choose contact frequency Job families content on career site #RMReportCard
- 32. © 2016 SmashFly Technologies32 © 2016 SmashFly Technologies32 Targeted job trailers! #RMReportCard
- 33. © 2016 SmashFly Technologies33 16% 24% 0% 10% 20% 30% Join talent network/job alerts in apply flow Join talent nework from career site #RMReportCard
- 34. © 2016 SmashFly Technologies34 © 2016 SmashFly Technologies34 20% of the Fortune 500 send at least monthly communications – but only 1% send content other than job alerts BIGGEST OPPORTUNITY:
- 35. © 2016 SmashFly Technologies35 I n t e r p r e t i n g r e s u l t s – a n d n e x t s t e p s
- 36. © 2016 SmashFly Technologies36 1. Enable candidate leads to opt in to an employer’s Talent Network or sign up for job alerts without needing to first apply for a job 2. Nurture leads with regular, personalized email communication to stay top of mind and convert leads into qualified applicants when the timing is right 3. Share content other than jobs through email and social channels in order to attract and engage candidates Biggest Recommendations for the Fortune 500 (and You) #RMReportCard
- 37. © 2016 SmashFly Technologies37 • Download the Recruitment Marketing Report Card for the 2016 Fortune 500 for an in-depth analysis of the best-practice marketing principles being used by the largest recruiting organizations, which practices are emerging, and which are largely untapped.
- 38. © 2016 SmashFly Technologies38