Candidates are Customers Too. Brandy Ellis Level 3 Communications

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Candidates are Customers Too

Brandy Ellis

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Evolving Role of Recruiting

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The days of “if you post it they will come” are over

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Only 18% of employed professionals are “active” candidates

 77% of fully-employed professionals who will consider new

opportunities will not be found using static job board-based

sourcing



Terms like SEO and SEM



Social Media Presence(s)

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Early-Bird Sourcing & Outreach

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Recruiting Today



Recruiting =

 Identify, Attract, and Engage with the Best & Brightest  Building Talent Pools & Warm Contacts



Recruiting =

 Marketing + Sales + Corp Communications + Branding



Recruiting =

 Source of Competitive Intelligence

 Resource for Increased Brand Awareness  Strategic value-adding business partner  Lead Generation

• Employee Referrals, Company Referrals, Product Referrals, Product Awareness, Sales Leads, Marketing Leads

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Who are your Candidates?

o

Where do they come from?

o

How do we find them?

o

What do they do?

o Functional areas in which you recruit?

o

How do we treat them?

o

What happens when we don’t take care of them?

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Who are your Customers?

 What IS a Customer?

 Traditional Definition:

• They buy your products/services

 Non-Traditional Definition:

• Customer is any consumer of your Brand; which includes an experience with your Brand

 Where do they come from?

 How do we find them?

 How do we better leverage them?

 What happens when we don’t take care of them?

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Candidate or Customer?

Candidate or Customer:

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Candidate and Customer

 BOTH are consumers of your Brand & your Brand Experience

 BOTH “buy in” to your company story

 Every touch point is an opportunity to build your Brand and leave a positive impression

 Everyone is either a candidate, an untapped resource, a referral source, influencer, decision maker, or ultimate purchaser of your Brand

 In this particular case he was: decision maker, influencer to other areas in the business, referral source, AND candidate

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Sell or Steal, Candidate or Customer

 Sell or Steal – Candidate or Customer? Customer or Candidate?

 Every conversation is an opportunity to:

 Build your business (Perspective Customer)  Build your bench (Perspective Candidate)  Take something away from every call

• Resume • Job Order

• Name of Referral

• Follow up call for future business

 Note: this sell or steal training is the reason we don’t want Agency Recruiters calling our Managers

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Level 3 Brand Experience Drivers Recruiting Candidate Experience Marketing PR – Corp Comms Sales Sales Experience Products Customer Experience

We are all working together toward the same goal – positive

experience for future engagement opportunity

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Brand Experience Drivers

 We have multiple Departments, spending tens of thousands of dollars, working to build the brand & manage the experience:

 Sales Calls

 Marketing Outreach  Recruiting Campaigns

 Pay Per Click and Pay Per Impression Ads  Corporate Web Site

 Social Media Sites  Print Ads, Billboards

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Pipeline Efforts

Sourcing & Name Generation Recruit & Retain - Add to Candidate Pool Candidate Experience Management

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Where do they come from?

Look Familiar?

Association

Memberships

Trade Show & Conference

Attendee Lists

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Common Goals

 The goal is the same regardless of which department does the origination:

 Drive a positive experience with your brand to allow continued interaction  Make every contact count

 Why aren’t we all leveraging the tools we already have to maximize our efforts?

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Candidates are Customers Too

 If we’re using the same tools

 If we’re using the same skills

 If we’re managing the same brand

 If we’re all delivering a brand experience

~ Recruiters share the responsibility of managing our candidates as

customers, ensuring a positive experience as the next contact may be from sales or marketing

~ Sales & Marketing share the responsibility of ensuring a positive brand message in the marketplace, which drives candidate reception & career interest

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Recruiting is Sales and Marketing

 “Sourcing” = “Prospecting”

 Candidate pipeline = sales funnel

 Conversion Rates

 Close Ratios

 Recruiting is the selling and marketing of a career opportunity

 The Candidate Experience is your Brand experience

 Sharing the Mission/Vision/Values that are core to your entire Organization

 Recruiting is the discovery of the prospective employment relationship between your Company and the desired Talent

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Break the Silo of Recruiting

 Expand the reach of your recruiting organization

 Work cross-functionally across the business to combine efforts

 Maximize the resources available, everyone’s budget will benefit

 Improve Talent Acquisition’s value

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Recruiting = Asset

 Share your knowledge:

– Recruiters & Sourcers are the best in the company at generating names and contacts….why not share how we do it

 Host a Social Media Tools Training; Train your sales and marketing teams to “Think Like a Recruiter”

 No more limited scope searches for just one person/title

 How to Use Simple Boolean to get Better Results from your Searches  Organizing your Sourcing = Organizing your Prospecting

 Lead Sharing & Referral Partners aren’t just for Recruiters

 Conference & Trade Show Attendee Lists aren’t just for Marketing

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Organizational Buy-In: Not so Tough

 Sales Impact: Increase sales effectiveness through collaboration &

knowledge share

 Marketing Impact: Increase Brand Awareness and Visibility with key

influencers & decision makers in the market

 Drive a unified Corporate & Employment Brand message that underlines the Mission/Vision/Values

 PR Impact: More frequent news releases regarding company diversity,

veteran hiring, community outreach activities – additional leverage for marketing, sales & recruiting

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Who are our Candidates again?

Decision Makers Influencers Future Decision Makers Future Champions

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Call to action:

 Join Forces: Maximize Your Impact & Reduce your Cost

 Reach out to Marketing Director –

 Find out what tools they use for targeted Marketing Campaigns

 See if you can add an Employment Brand message to print ads & material  Make their job easier – Reach out to make sure you have the most up to date

Boiler Plate & Company Information on your .JOBS site, Job Descriptions, etc.

 Reach out to your Sales Leaders – find out what the sales reps use to prospect, manage contacts, find leads

 Reach out to your PR/Corporate Communications group – share your stories about your Veteran Hiring Outreach Efforts.

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Good to Great: Packard’s Law

“No Company can grow revenues consistently faster than its ability to get

enough of the right people to implement that growth and still become a great company.

If your growth rate in revenues consistently outpaces your growth rate in people, you simply will not – indeed cannot – build a great company”

- David Packard, Cofounder Hewlett-Packard Company

In order to reach Great: Sales, Marketing, and Recruiting must all be in tune.

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Thank You

Brandy Ellis