myth-busting personalization in the candidate experience

SmashFly

Thomson Reuters

Manager, Global Talent Brand &

Recruitment Marketing

Thomson Reuters

Director, Product Marketing

SmashFly

#CandidateExperience

@SmashFly

@cbrablc

@ShelbyBurghardt

Say hi on Twitter!

• Why Personalize?

• 5 Myths on Personalization in the Candidate Experience

• Quick Start Guide

• Q & A

Because it’s expected by

candidates.

Personalization is about jobs.

69% of candidates are

likely to apply if the

employer actively

managers its employer

• 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

• 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

Send content other than jobs:

• Employee stories

• Career development

• Industry news

Personalization only happens

on the career site.

Personalization only happens on the career site.

Candidates touch 12-18

sources of information

before they apply to a

74% of candidates who

click apply… never

complete the application.

Source: SmashFly

Source: Inavero

LinkedIn InMailfrom 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

EmailApplication

Personalization is just “Hi First

Name!” in an email.

Personalization is just “Hi First

Name!” in an email.

True personalization means

every individual sees something

different.

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

Segment: Job Family (Sales)

Segment: Career Stage (Early Careers)

Segment: Country (U.S. vs. India)

• 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

Personalization is difficult and

expensive, and requires a

complete overhaul of your

strategy.

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?

• 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.

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”

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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