Building a Business Case for Recruitment Marketing

1 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM1 WWW.APTITUDERESEARCHPARTNERS.COM @TALKTOARP
Building a Business Case for
Recruitment Marketing
#BuildYourCase

2 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM
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SPEAKERS
Adam Glassman
Recruitment Strategies Manager
Madeline Laurano
Co-Founder & Chief Research Officer
@aglass99 @madtarquin
#BuildYourCase

4 © 2017 APTITUDE RESEARCH PARTNERS WWW.APTITUDERESEARCHPARTNERS.COM #BuildYourCase
Agenda
• The Current State of Talent Acquisition
• Recognizing the Value of a Recruitment Marketing Platform
• Understanding the Business Impact
• Communicating with Key Stakeholders
• Preparing for Change Management

Key Trends in TA

Note: External spend includes recruiting advertising, technology and services Sources: Bersin by Deloitte, Talent Acquisition Factbook, Aptitude Research
TALENT
ACQUISITION
SPEND
~$130B
INTERNAL
~$110B
$13B
$9B
ATTRACT
RECRUIT
Growing at
8-10%
Top 3 Talent Acquisition
Investments in 2017
RECRUITMENT MARKETING
Build talent pools, proactively
engage and attract applicants
ATTRACT
BACKGROUND SCREENING
Can include criminal, drug,
employment, education, credit
RECRUIT
PRE-HIRE ASSESSMENTS
Increasingly automated tools to
match and rank applicants
RECRUIT
KEY DRIVERS
▪ Tremendous (and increasing) volume
and costs to win war for talent
▪ Candidates demand a better experience and transparency
▪ Regulators are increasingly restricting employers’ ability to make
informed decisions
Focus on TA

NEW PAIN POINTS
© 2016, Aptitude Research Partners #BuildYourCase

Attract
• Employer
Branding
• Sourcing
• Recruitment
Marketing
Recruit
• Screen
• Assess
• Interview
Onboard
• Offer
• Onboard
• Engage
New Framework
Source: Aptitude Research Partners 2016, N=271
The Greatest Area of Investment: 70% of
organizations plan to increase their investment

New Priorities
73%
65%
62%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Consistent Candidate
Experience
Pre-Hire Assessments Increase Diversity Efforts Gather Feedback from
Candidates
Source: Aptitude Research Partners. Hire, Engage, Retain Study, 2016. N=271

Attract: Awareness
Attract: Engagement
Recruit: Validation
Recruit:
Acceptance
Hire
New Applicant Experience
• Attract
– 70% of candidates research
career sites
– 13% of candidates apply through
a mobile device
– The average company receives
200 resumes a day
• Recruit
– 50-75% of applicants are not
qualified for the jobs they apply
for
• Hire/Onboard
– 78% of candidates say less than
1 week elapsed before their last
interview and the offer
Source: 2016 Candidate Experience Awards Research, The Talent Board

Talent Acquisition Trifecta
Talent Acquisition Trifecta
Recruitment
Marketing
Platform
Applicant
Tracking
System
Onboarding
System
Ecosystem
Employer
Branding
Sourcing Interviewing
Assessment
Screening Compliance
Analytics
Job
Distribution

The Value of a RMP

The New Framework

RMP Options
70% of companies are increasing their investment… what are their options?
• Recruitment Marketing Provider
• ATS with RM capabilities
• Stand-alone CRM
• Disparate sourcing solutions
• Agencies
• Nothing
Confusion in the market around:
• Leading providers
• Price
• Services
• Capabilities

Key Capabilities

RMP Framework

The Business Impact

The Results
+ ATS
↓

RMP Spend

Company Example
For a company marketing 1,000 jobs annually:
Cost savings from disparate and duplicative tools: $150,000
-Job Distribution, Career Site, CRM, Referrals, Events
Cost savings from ineffective job boards, channels and services: $250,000
-Paid Advertising, LinkedIn Licenses, SEO
Spend on Recruitment Marketing Platform: $125,000
Total Savings: $275,000

The Selection Process

Internal Questions
• What is the formal process for evaluating business cases and who is involved?
• Is the process the same or different for buying cloud-based / SaaS software?
• Who will be using this technology in our organization?
• Do stakeholders look at projects individually or as a portfolio?
• What is the budget cycle at our organization?
• What resources do we need and what do we have available?
• For the tools and services that we will eliminate, what are the terms of those contracts?
• Who will own this process ?
• Who will be a change champion for the project?
• The buying process or the implementation process?

External Questions
• How financially secure is this provider?
• How many customers and in what industries does this provider support?
• What services does this provider offer?
• What do customers think about this provider?
• What capabilities will help us recruit better?
• What is the delivery model and what is the release schedule for this provider?
• Do we have a dedicated representative?

Key Stakeholders
• HR Leaders
• Talent Acquisition Leaders
• Initiative Hiring Managers
– (Campus, Military, Diversity)
• Recruiters
• Sourcers
• Employer Branding Specialists
• Recruitment Marketers
• Digital and Social Media Specialists
• Data Scientists
• Business Partners
• Marketing
• Candidate Experience Experts
• Subject Matter Experts
• HR IT Managers
• Purchasing Specialists
• Contracts / Legal

Recommendations

Q&A
Adam Glassman
Recruitment Strategies Manager
Madeline Laurano
Co-Founder & Chief Research Officer
@aglass99 @madtarquin
#BuildYourCase

THANK YOU
Madeline Laurano
Co-Founder, Chief Research Officer
madeline@aptituderp.com
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Building a Business Case for Recruitment Marketing

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