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Presenter Info
Kris Dunn
CHRO at Kinetix (RPO, Recruiting)
Founder of Fistful of Talent , The
HR Capitalist
Hoops Junkie

RJ Morris
Talent Acquisition/Staffing
Director at McCarthy Building
Companies
FOT Contributor
Wannabeprofessionalgolfer
(plays 3x per year)
#CareerBuilder

The Problem
<Theres 2 of them, actually.>

Uno

The Big 3

Dos

#CareerBuilder

STEP 1 BUILD THE FRONT

END
Lets Talk Employment Brand Your
Brand isnt Google, Apple or Even
Zappos
So Maybe You Need to be a Marketer, Huh?

Employment Brand vs. EVP

If you dont think you
match up, stop trying
to match their brands
Sell what you can
Sell who you are
Position who you are
as the positive it is
FIND YOUR EVP and
communicate it if you
want to get in the
game

What is an EVP?
AKA Employer Value
Proposition
The EVP is an employees
perspective on whats in it
for me to work here? and
thus, the employers
communicated promise to
its employees.
Key components of an EVP
may include:
Compensation, Benefits,
Affiliation, Career
Prospects and Work
Content, Cool Factor and
more.

Its What They Think, Not What You Think

Whats a Careers Site That Cuts Through All The

Clutter Look Like?
Instead of a simple jobs portal,
feature frequently updated
content (3X a week) designed
to tell the story of life at your
company.
All Careers traffic points to
your home page, with
candidates exposed to
multiple hooks designed to get
your company upstream in the
candidate pool.
Aspirational talk? Dont overdo
it. Talk about what people are
working on and feature visual
social in a prominent fashion.

The 5 Widgets of a Job Posting Marketers Would

Change (if they had control)
Your Lame Job Titles
Custom copy intro (your
first paragraph and
beyond)
Using bold and other
font breaks
Lists that are fun and
speak to the freaking
truth
Customized call to
action/footer that breaks
through the clutter

Copy Matters
You only spend 5 seconds scanning
a resume, right?
Why would people looking at your
jobs be any different?
Marketers know that once they gain
permission with an effective
headline, they still have to prove it
with effective copy
Tools whitespace, bold fonts for
call-outs, numbered lists and more
Not too long, but not too short
Abandoned Rate increases if the
copy quality isnt there
Focus on the offer and click-through

80% OF EMPLOYED
AMERICANS WHO ARE
LOOKING FOR A JOB
ARE A USER OF A SOCIAL
NETWORK

How Marketers Give Candidates What They

Want on Distinct Social Platforms
Social media platforms
have each been created
with their own unique
mission
As a result, not all social
audiences engage with
content the same way
As a recruiter marketer,
you need to tailor your
message to fit the
audience being targeted

THE NEW SOCIAL RULES

Entry level you post
your jobs to social its a
commodity
Raise your game by
focusing on the following
things:
Get your recruiters active
Highlight hiring managers
active on social
Use the content plan of
your careers site to
distribute the message you
want to send in a
consistent, meaningful
way.

A Special Note on Instagram

Its content, the other
three tools are more
distribution
Instagram is a
difference maker if
youre willing to put
yourself and your
company on camera

#CareerBuilder

Joining Us From The CareerBuilder Think

Tank
Mary
Delaney
President,
Recruitmen
t Software
Solutions
Has been
on two
game
shows:
Card Sharks

STEP 2 BUILD THE

BACK END

Your ATS Holds the Key to Being Strategic

in Recruiting
The dirty secret in
recruiting is that many
recruiters ignore the ATS.
Your ATS has to have high
usability to have adoption
across all recruiters.
You have to mandate
usage all the way to
creating a compliance %.
Garbage in (or not in)
means garbage out.
No measurement means
no strategy.

Candidates Would Love to Be

Surprised By Your ATS Messaging
Whats the touch point candidates
see the most from your recruiting
team?
ATS Messaging
There are 5 key messages out of
your ATS (initial autoreply, phone
screen set up, interview set up,
request to take assessments and the
thanks but no thanks note.
Recommend you rewrite these and
youll routinely have candidates
email you back thanking you for
being transparent, authentic and
different.
Another key once you build your
brand content, share it on all ATS
messaging and recruiter comms.

Talent Pools Are Just a Buzzword Unless

you Market To Them

Dont let the brand content you

create for a careers site go to
waste repurpose that content
every way you can.
One Big Thought - Develop an
email marketing campaign
platform designed to further
engage active candidates and
drive close rates by specialty
and talent pools if you can.
Email newsletter sent monthly
to all active candidates in your
recruiting funnel, and to high
potential candidates in specific
talent pools.
Our experience at Kinetix - 47%
open rate across candidates

The Strength of Your Backend and Process

Results in the Following Outcomes
High percentage of recruiter
activity is recorded by ATS
You can report on the activity
and make strategic decisions
as a result
Your database grows faster
than your competitors as a
result of your ATS discipline
Your candidate database
becomes a source of new
hires that rivals paid sources.

#CareerBuilder

STEP 3 BUILD YOUR

RECRUITING STRATEGY
(and be able to communicate
your progress)

How Many Recruiters Do You Need?

A standard way to check your investment in recruiting is to check the coverage your have based
on deployed recruiters. The generally accepted way to approach this is through the following
ratio:
Number of positions filled annually per recruiter - The ratios looks like this:

60:1 a good corporate recruiter doing full service recruiting and providing great service
and partnership to hiring managers can generally hire 60 corporate type positions per year.

120:1 a good recruiter doing full service recruiting across more transactional roles (think
call center, distribution and retail) can generally hire 120 transactional roles per year.

45:1 a good recruiter doing full service recruiting across highly technical roles wont be
able to match the volume by the corporate recruiter. This is due to the need for sourcing,
higher time to fill and lower close rates across the recruiting funnel.

Can recruiters close more positions than these ratios suggest? Of course but theyll only be
able to significantly increase the volume of closed positions by decreasing the value of the
services they provide and becoming something less than full service recruiters. We call this
transactional recruiting and farming.

Calculating Recruiting Investment

How Much Overall Should You Spend?
Normal way to measure cost/investment is
Cost Per Hire (in $0,000 of dollars per hire)
More effective benchmark for recruiting
investment is measured 1 of 2 ways:
Fully Loaded Cost Per Hire (as a
percentage of average annual salary
across all positions filled), or
Recruiter Ratios
RECOMMENDATION: Migrate your company to
calculating projected Fully Loaded Cost Per
Hire (as % of average annual salary across all
positions to be filled), budget 10% CPH
moving forward to fund recruiting investment.
Measurement of CPH in this way links spend
more closely to positions budgeted/filled.
Note You have to dig and include all costs
most people dont and its fools gold from a
budgetary/strategic perspective.

Start Thinking About and Measuring the Efficiency

of Your Recruitment Marketing Spend
Our Best Guess if Youre Like Most
Companies:
1. Your Careers site is over-reported as a
Source of Hire.
2. Job Boards and aggregators may need rebalancing based on industry shifts.
3. Better targeting of markets is available
for job boards, specifically CareerBuilder.
4. Fully utilizing LinkedIn Spend is
complicated.
5. Your recruiting database is underutilized.
6. A significant opportunity exists related to
creating a sourcing function and measuring
it with the same discipline as Job Boards.
7. Experimental spend should focus on
bleeding edge tools like the Google Ad
Display Network.
8. Employment Branding investment at your
company lags that of high-performing peers.

#CareerBuilder

STEP #4
CREATE A COACHING
CULTURE IN
RECRUITING

Recruiting Is Sales Coach By

Looking at Funnels
Open Requisition Health Metrics
(used by manager to drive
performance)
THE FUNNEL
1a Applied
1b Direct Sourced
2 Screened Phone Interview
3 Submitted to Hiring Manager
4 Live Interview #1
5 Live Interview #2
6 Offer
7 Hired
Applicants Per Hire
Submittals Per Hire
Interviews Per Hire
Submittals Per Interview

The best way to drive

performance of recruiters is to
treat recruiters like Sales Pros
Whats most important for Sales
Pros? Closing Business
Whats most important for
recruiters? Filling Positions
With that in mind, your
recruiting managers (you?) have
to be coaches.
The best way to coach recruiters
is to hold them accountable for
hires, then move back up the
funnel to troubleshoot overall
activity and individual reqs.

Funnel Analysis Example (Year One)*

367 Requisitions Across a TA Function
We screen 45 candidates , show you 6, you
hire 1
8,248 Prospects
17%

1,406 Submittals
Metric

53%

750 1st Interviews

36%

267 Offers
90%

24
0
Hir
es

Average Hires/Month

17.4

Average
Submittals/Req

5.9
101

Average Prospects/Req

45.8

Submittal:Hire Ratio

17.1
%

Offers Declined

17

Offers Rescinded

10
4
3

#CareerBuilder

STEP #5
BRING IT ALL TOGETHER.
REPORT AND TWEAK ON
AN ONGOING BASIS.

We Recommend the Following Recruiting

Measurement/Metrics For Your Company
Overall Recruiting Health Metrics
(used to measure function and/or
individual recruiters)

Open Requisition Health Metrics

(used by manager to drive
performance)

Time to Fill
Cost per Hire
Fully Loaded Cost Per Hire (as % of avg
salary)
Turnover In < 1 Year (Quality of Hire)
NPS Focused on Recruiting Across Hiring
Managers
Recruiter Productivity Ratios

THE FUNNEL
1a Applied
1b Direct Sourced
2 Screened Phone Interview
3 Submitted to Hiring Manager
4 Live Interview #1
5 Live Interview #2
6 Offer
7 Hired

Applicants Per Hire

Submittals Per Hire
Interviews Per Hire
Submittals Per Interview
Source
of Hire/Recruitment Marketing
Spend
Budgetary/Finance
Metrics
Fully Loaded Cost Per Hire (as % of avg salary)
Recruiter Productivity Ratios
Source of Hire/Recruitment Marketing Spend

Applicants Per Hire

Submittals Per Hire
Interviews Per Hire
Submittals Per Interview

Hiring Manager Health Metrics

Hiring Manager Batting Average (By
Functional Area as well as Hiring
Manager)

Build The Machine and Then Start to Measure and

Tweak

#CareerBuilder

Thank you to our webcast sponsor:

Kris:
kdunn@kinetixhr.com
www.fistfuloftalent.com
Twitter: @kris_dunn
Cell 205.383.9600
LinkedIn:
www.linkedin.com/in/krisdunn
RJ:
rjmorris@mccarthy.com
Twitter: @RJ_Morris
LinkedIn: https
://www.linkedin.com/in/rjmorris1
professionalgolfer (plays 3x per year)