Myth-Busting Personalization in the Candidate Experience
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The document discusses the importance of personalization in the candidate experience, emphasizing that candidates expect personalized content when engaging with employers. It debunks myths around personalization and provides actionable strategies for companies to enhance their talent branding and recruitment marketing. Key points include leveraging various channels for authentic content, segmenting the audience for targeted messaging, and utilizing cost-effective tools to implement personalization.
Myth-Busting Personalization in the Candidate Experience
- 1. © 2017 SmashFly Technologies1 SmashFly Thomson Reuters
- 2. © 2017 SmashFly Technologies2 © 2017 SmashFly Technologies2 Manager, Global Talent Brand & Recruitment Marketing Thomson Reuters Director, Product Marketing SmashFly
- 3. © 2017 SmashFly Technologies3 © 2017 SmashFly Technologies3 #CandidateExperience @SmashFly @cbrablc @ShelbyBurghardt Say hi on Twitter!
- 4. © 2017 SmashFly Technologies4 © 2017 SmashFly Technologies4 • Why Personalize? • 5 Myths on Personalization in the Candidate Experience • Quick Start Guide • Q & A
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- 6. © 2017 SmashFly Technologies6 © 2017 SmashFly Technologies6 Because it’s expected by candidates.
- 7. © 2017 SmashFly Technologies7 © 2017 SmashFly Technologies7
- 8. © 2017 SmashFly Technologies8 © 2017 SmashFly Technologies8
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- 10. © 2017 SmashFly Technologies10 © 2017 SmashFly Technologies10
- 11. © 2017 SmashFly Technologies11 © 2017 SmashFly Technologies11
- 12. © 2017 SmashFly Technologies12 © 2017 SmashFly Technologies12
- 13. © 2017 SmashFly Technologies13 © 2017 SmashFly Technologies13
- 14. © 2017 SmashFly Technologies14 © 2017 SmashFly Technologies14 Personalization is about jobs.
- 15. © 2017 SmashFly Technologies15 © 2017 SmashFly Technologies15 Personalization is about jobs. 69% of candidates are likely to apply if the employer actively managers its employer brand
- 16. © 2017 SmashFly Technologies16 © 2017 SmashFly Technologies16 • Talent acquisition doesn’t sell jobs; it sells brand & culture • Deliver valuable content that candidates truly care about • Provide an authentic look into your workplace & culture Personalization is about jobs.
- 17. © 2017 SmashFly Technologies17 © 2017 SmashFly Technologies17 • Showcase your culture through your career site, social channels, Talent Network newsletters, profile on The Muse, etc. • Create a unique company hashtag that your employees can use to share insight (i.e. #workingatTR) • Respond to reviews on Glassdoor; both the good & the bad Personalization is about jobs.
- 18. © 2017 SmashFly Technologies18 © 2017 SmashFly Technologies18 Personalization is about jobs. Send content other than jobs: • Employee stories • Career development • Industry news
- 19. © 2017 SmashFly Technologies19 © 2017 SmashFly Technologies19 Personalization is about jobs.
- 20. © 2017 SmashFly Technologies20 © 2017 SmashFly Technologies20 Personalization only happens on the career site.
- 21. © 2017 SmashFly Technologies21 © 2017 SmashFly Technologies21 Personalization only happens on the career site. Candidates touch 12-18 sources of information before they apply to a job. 74% of candidates who click apply… never complete the application. Source: SmashFly Source: Inavero
- 22. © 2017 SmashFly Technologies22 © 2017 SmashFly Technologies22 LinkedIn InMail from Recruiter LinkedIn Job Description LinkedIn Company Career Page Job Function Landing Page Company Website Career Website Employee Video / Testimonial Friend/Family Member who is currently an employee Glassdoor Company Blog Social Channels Talent Community Email Application START
- 23. © 2017 SmashFly Technologies23 © 2017 SmashFly Technologies23 Personalization is just “Hi First Name!” in an email.
- 24. © 2017 SmashFly Technologies24 © 2017 SmashFly Technologies24 Personalization is just “Hi First Name!” in an email. True personalization means every individual sees something different.
- 25. © 2017 SmashFly Technologies25 © 2017 SmashFly Technologies25 True personalization means every individual sees something different. • Personalizing via segmentation: – By job family (sales, design, engineering, etc.) – By career stage (internship, entry-level, C-level, etc.) – By persona/initiative (veterans, leadership development, etc.) – By country/region
- 26. © 2017 SmashFly Technologies26 © 2017 SmashFly Technologies26 Segment: Job Family (Sales)
- 27. © 2017 SmashFly Technologies27 © 2017 SmashFly Technologies27 Segment: Career Stage (Early Careers)
- 28. © 2017 SmashFly Technologies28 © 2017 SmashFly Technologies28 Segment: Country (U.S. vs. India)
- 29. © 2017 SmashFly Technologies29 © 2017 SmashFly Technologies29 True personalization means every individual sees something different. • Personalizing via segmentation: – By job family (sales, design, engineering, etc.) – By career stage (internship, entry-level, C-level, etc.) – By persona/initiative (veterans, leadership development, etc.) – By country/region Segmentation can result in 14.63% more opens & 94.27% more clicks. Source: MailChimp
- 30. © 2017 SmashFly Technologies30 © 2017 SmashFly Technologies30 True personalization means every individual sees something different.
- 31. © 2017 SmashFly Technologies31 © 2017 SmashFly Technologies31 Personalization is difficult and expensive, and requires a complete overhaul of your strategy.
- 32. © 2017 SmashFly Technologies32 © 2017 SmashFly Technologies32 Personalization is difficult and expensive, and requires a complete overhaul of your strategy. • Use free/inexpensive tools to personalize on a budget: – Canva – If This, Then That (IFTTT) – SurveyMonkey – RivalIQ • What other tools are you utilizing?
- 33. © 2017 SmashFly Technologies33 © 2017 SmashFly Technologies33 • Truth #1: It’s not just about jobs.
- 34. © 2017 SmashFly Technologies34 © 2017 SmashFly Technologies34 • Truth #1: It’s not just about jobs. • Truth #2: It happens on more than just your career site.
- 35. © 2017 SmashFly Technologies35 © 2017 SmashFly Technologies35 • Truth #1: It’s not just about jobs. • Truth #2: It happens on more than just your career site. • Truth #3: It’s bigger than “Hi FirstName!”…
- 36. © 2017 SmashFly Technologies36 © 2017 SmashFly Technologies36 • Truth #1: It’s not just about jobs. • Truth #2: It happens on more than just your career site. • Truth #3: It’s bigger than “Hi FirstName!”… • Truth #4: …But it’s not out of reach, either.
- 37. © 2017 SmashFly Technologies37 © 2017 SmashFly Technologies37 • Truth #1: It’s not just about jobs. • Truth #2: It happens on more than just your career site. • Truth #3: It’s bigger than “Hi FirstName!”… • Truth #4: …But it’s not out of reach, either. • Truth #5: Personalization isn’t difficult or expensive – and you can start doing it today.
- 38. © 2017 SmashFly Technologies38 © 2017 SmashFly Technologies38 1. Start small – take a look at the channels and resources available to you and determine where you want to focus first (career site, social media, content generation, etc.) 2. Determine your segments – once you determine your audience, then you can work on how you plan to message to them & edit your career site accordingly 3. Survey your candidates – find out what your candidates are looking for in an employer then you can craft your messaging to show them what’s “in it for them”
- 39. © 2017 SmashFly Technologies39 © 2017 SmashFly Technologies39 4. Repurpose existing content – take a look at the content you have available to you and repurpose the content that is relevant to your audience (i.e. blogs, employee social media posts, awards, etc.) 5. Engage, engage, engage – answer their questions on social, respond to them on Glassdoor, ensure recruiters are following up in a timely manner
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