Recap of #SRSC in Philadelphia

If its early August you can usually find me on summer vacation. But not this year.

Instead I hopped an Amtrak train down to Philly to attend the Social Recruiting Strategies Conference held at the Doubletree on Broad Street.

Roughly 150-200 practitioners and a small number of vendors outside the keynote area attended and it was all emceed by diversity expert/podcaster Torin Ellis. I already have some audio from the event on the RecTech Podcast.

Alison Kruse, Marketing Director at Kforce spoke about creating content for employers;

  • Candidates use 12-18 pieces of content before applying to your job
  • Must understand the people you are targeting, personas
  • Utility X inspiration X empathy = quality content
  • Content mapping allows you to prioritize the content you create
  • Utility = help candidates unburden, help them with useful content
  • Every month: Testimonials, office photos, etc each month – they have an analytics party and review content performance
  • Content can help advance the right fit people to the next stage in journey by aligning what matters to them
  • Inspiration: no stock photos!
  • People want to know who really works there
  • Your content should be designed for mobile…break it into chunks
  • Replace I or We with YOU to shift to the candidates POV (pic)
  • Suggest content for your employees to share…will amplify its reach
  • Fight recruiter spam…i’m hiring… i’m hiring….stop!
  • Content Ratio 1:5 1 is job post 5 is other content
  • Create candidate journey content map …start small be realistic about pace
  • Per day: LI 1- 3x per day, twitter more often, Fb less so

Alyssa Gioscia, Senior Client Success Manager, CareerArc spoke on Walking the Talent Tech Tightrope: Balancing Automation & Personalization in the Candidate Experience 

  • 82% of candidates are frustrated with an overly automated recruiting experience
  • Replace human interaction where it doesn’t make sense: Where to automate: social job distribution, feedback to candidates on process and timeline
  • Automation aids transparency, saves recruiters time, keeps things moving and everyone in the loop
  • Makes sense in social job distribution, text to apply, resume screening, first rd interviews (scheduling)…
  • Half of candidates never hear back upon applying
  • Acknowledge receipt of resume, declines candidates and offer transition assistance (example: Rejobify)
  • 92% of ppl would consider changing jobs if offered a role with comp who had a great reputation
  • By investing in EB you can reduce turnover by 28% (office Vibe)
  • Responding to  Glassdoor review can enhance your rep with candidates
  • EVP: conduct an employer brand audit check GD, survey employees etc
  • Leverage current employees—advocacy—50% of your employees are already talking about your comp on social media
  • Candidates trust what your employees say vs your career site content
  • Promote what candidates will learn and how they can grow
  • Use more video 30 sec or less
  • Engage ppl with imagery…memes, pugs, hedgehog babies
  • Reuse/recycle your best content
  • Takes 10 touchpoints for active candidate to engage with you…for passives its more like 17 times
  • Have a call to action

Kerry Noone, Employment Branding & Recruitment Marketing at CVS spoke on how they communicate with heart.

  • They track EVERYTHING @KerryNoone with over 130K new hires a year and 2M applicants,
  • Email campaign sent to 2.1 million, they received 803 applicants in the first hour
  • They have a talent community
  • Empowers recruiters with data conversion rates etc
  • Career site : google cloud search, real employees video on home page, areas of interest…
  • Candidate are surveyed about career site experience
  • Job seekers dont necessarily understand what it means to “work with urgency” JDs need to explain it better
  • Her team uses Asana to manage and track everything in Recruitment Marketing
  • Leveraging Altru for intern videos
  • 2 twitter feeds one just for all job postings…@cvshealthjobs vs @cvscareers
  • Returning visits page was 2nd most trafficked, 3rd most was the how to apply page
  • Use Olivia chatbot for engagement for all jobs to answer FAQs, benefits
  • They still do paper flyers with QR codes tracked thru

Crystal Miller Lay, CEO, Branded Strategies spoke about Omni Channel Recruitment Strategies.

  • Multi channel is a challenge to manage and setup
  • Over 80% of your candidates leave your careers site without applying the first time around.
  • suggests looking at unique places to reach your candidates. Highlighting @Spotify which offers affordable ad pricing for recruitment marketing. 
  • You don’t want #candidates to see the same content on every channel. You want to tell a story that unfolds across your channels

Abby Cheesman from Skill Scout gave a great talk on DIY Job Videos 

  • They have done 1500 videos and counting
  • Job post vs reality of the job…be real
  • Only 1% of job postings have visuals
  • Candidates will look at your job desc for 7-8 secs
  • They did the SAC wireless tower video that got 500k views
  • Video should show you everything about the job so you can make a good decision to apply
  • SAC launched it in a company town hall which sped the sharing of it
  • Candidates look at a job 3x longer if it has video
  • We are wired for stories
  • Be specific, be authentic, 2 min or less… avg view time 1:35
  • Focus on top 2-3 tasks, minimize talking heads 
  • Variety of shots/angles
  • 55% of active job seekers say employee-generated content is more credible and trustworthy. 
  • Film horizontally, only need a few things tripod, mic, phone
  • Great question to ask: what surprised you the most about your job?
  • If DIY, Dont let HR person interview employee, let their peers do it for a more authentic conversation

Panel Discussion: Empowering the Candidate Experience…Led by Gerry Crispin

  • Candidate experience has really grown in importance to TA over past 2 years
  • Apply to your own jobs and your competitor jobs to see how you compare
  • Try to personalize the candidate experience more …if they like LaCroix be sure to give them one
  • Setting candidate expectations is critical to an improved experience
  • Measurement: stories that you hear, reviews, candidate survey
  • Even having a bottle of water for the candidate at the interview improves the candidate experience. Interviewing can be stressful, and little touches like this can make a strong impression on the candidate.

The Four Pillars of Talent Attraction from Josh Gampel, CEO, Recruitics

Top of funnel: Companies spend half their budget on ads that don’t work 80% jobs /49% budget /2% jobs

  • Pillar 1 progranmmatic
  • Pillar 2 targeted advertising
  • Pillar 3 employer brand
  • Pillar 4 sourcing and engagement
  • Need to be able to measure –foundational element #1
  • Why dies someone need to work for you EVP messaging –foundational element #2
  • 7 years ago there were only 3 ppc sites now a ton across the industry
  • Look at non converting jobs getting traffic but not enough applies…
  • Drive enagement with candidates who express interest…then nurture them over time (talent network)
  • Use social to capture “leads” not resumes
  • 64% of seekers research a company before applying
  • 37% say they will move on to another company if they cant find any info on you…you need more branding
  • Pic of takeaways

Talent Architecture: How Wayfair Designs Talent Acquisition to Scale by Elliott Garlock, Global Head of Employer Branding, Wayfair

  • Recruiting at scales gone from 5k employees to 15k in 3 years
  • Wayfair is a data driven biz unit
  • Organized like traditional dept but they hire non traditional people to run it
  • Redesigning their talent architecture and layer diff tech on top of it
  • First step collect the data about employees, candidates and prospects
  • Then need strategy for the data
  • Have to strike the right balance of tech/marketing/sales
  • Got to spread the word about why you should come work there
  • Multiple brand messages to diff candidate types
  • You need 3 key pieces, HCM (employees) ATS Candidates CRM prospects
  • Wayfair has team on content specialists to feed their social media
  • Did a session on Quora about what its like to be a data scientist on the site…hundreds of thousands of views
  • Investing heavily into programmatic advertising via (Joveo)
  • For a Berlin Engineering job campaign – 3 months, 10k spend
  • 17,212k clicks, 1712 aps, 8 hires
  • They also do a l lot of outdoor media with QR codes
  • 17 applies off an ad on a street sign!!!
  • Rely heavily on outbound, they have tons of LI seats
  • Just hired a video guy from nbc who’s made 15 videos in 15 days…head of content is from newspaper.
  • They are a “Content animal…3 long form blog posts targeted to tech candidates…
Their next events will be held in January 2020. Go here to learn more.

Subscribe to Recruiting Headlines

* indicates required


»Need an ATS? Try JazzHR

»Free Rejection Email Templates

»Text Recruiting Software

»RecTech Live Webcasts

»HR Podcast Directory

»Recruiting Newsletters

»HR Tech News

»Freelance HR Jobs

»Diversity Hiring News

»Recruiter Ebooks