Transcript Recruitment Marketing Mix

Recruitment Marketing Mix
Duane Radcliffe
October 2011
The Marketing Mix
The Recruitment Marketing Mix
 Step 1: Define the Product – Job Analysis & Company Analysis
 Step 2: Define the People – Job Analysis & Market Analysis
 Step 3: Determine the Price – Market and Business Analysis
 Step 4: Define the Process – Internal, external, time, who is involved
 Step 5: Establish the Promotion Mix (Strategy)
 Step 6: Set the Places –Where, What, When, How, How Much
 Step 7: Physical Environment – First impression
 Step 8: Execute and Measure effectiveness
Product
Marketing Purpose
Features:
 Design
 Technology
 Value
 Quality
 Branding
HR - Recruitment
Two Products: Job and Company
 Challenge, Task
 Authority level
 Company Climate
 Company Brand: vision, mission
prestige
People
Marketing Purpose
 Employees
 Management
 Culture
 Customer
HR - Recruitment
TARGET MARKETS: Where are the
potential Candidates
 Geographic Location: Regional,
National, International
 Educational – program providers
 Competitors – who to
recruitment from
Price
Marketing Purpose
HR - Recruitment
Pricing Strategy:
Pricing Strategy: Compensation
 Skimming
 Market leadership
 Penetration
 Pay for?
 Cost Plus
 Benefits
 Loss Leader
 Company Climate
 Company prestige
Process
Marketing Purpose
HR - Recruitment
Service industry
How, Who
 Delivery
 Internal or external recruitment
 Timing
 Who – interview structure
 Who is involved
 Resume processing
Promotion
Marketing Purpose
 Advertising
 Endorsements
 User Trails
 Forums
HR - Recruitment
 Advertising
 Referral
 Recruitment Fairs
 Co-ops, internships, projects
Strategies to make the consumer (job seeker) aware of the
existence of a product or service (the job).
Place
Marketing Purpose
 Retail
 Wholesale
 Internet
 Peer to Peer
HR - Recruitment
 Advertising – newspaper – Globe
and Mail
 Advertising – internet –
monster.ca
 Referral – Agency – accounting
focus
 Referral – Employee referral
Physical Environment
Marketing Purpose
HR - Recruitment
Candidate First Impression:
 Factor in your company
 Smart/Shabby
 Safe
 Trendy/Retro
environment, climate
 Be upfront about about work
conditions
 Set a good first impression
Recruitment Metrics
 What Metrics should we use?
Metric
Accession Rate
Cost Per Hire
Description
New Hires + Replacement Hires
Total Headcount
__
Hiring Costs__ _
New + Replacement Hires
Cycle Time (time to fill)
Days to Fill (from requisition)
New + Replacement Hires
Offer Acceptance Rate
Offers Accepted
Offers Extended