Recruiting has changed a lot these days specially on technological side, may be the effect of Digital Transformation. Job seekers are using more and more advanced options with social media, mobile devices, SEO etc. Recruiters are also need to adapt themselves to match the impact of new technologies on talent acquisition. After all hiring the right person, attracting and retaining the right talent is definitely going to affect the company's success and hence most of the companies are really focused on this now a days.
Many hiring companies are started taking recruiting as marketing, strange but true. Building a brand whether it’s employer’s or candidate‘s, using of multiple advertising channels, creating talent pools and pipeline which help companies to fill up the positions readily as the companies grows, using of Social media to engage candidates.... Most of these are nothing but marketing stuffs.
So it’s make sense now that a recruitment marketing strategy could includes a employer brand, job distribution through website boards, Search Engine Optimization, mobile recruiting, landing pages, career sites, social media marketing, employee referrals and email marketing to engage potential candidates to get associated with Companies talent network.
So how does SAP SuccessFactors Recruiting Marketing make the difference?
SAP SuccessFactors Recruiting Marketing actually reduces recruiters’ efforts quite a bit; engaging with candidates to find the right one for the right fit by using the similar tools usually use by the marketing group.SAP SuccessFactors Recruiting Marketing works seamlessly with SuccessFactors Recruiting Management to build a complete recruiting solution so one can better attract, engage, and choose candidates. SAP SuccessFactors Recruiting Marketing will also able to connect into the existing Application Tracking system to improve the sourcing strategy and overall recruiting results. The Recruiting Marketing solution also helps recruiters with sourcing and candidate engagement in one platform, providing career site optimization with SEO, multi-channel job posting, social network integration and mobile sites.
With SuccessFactors Recruiting Marketing, one can surely improve a lot: Below give a small snapshot.
Let’s explore some of the primary SAP SuccessFactors Recruiting Marketing features below:
Career Sites:
One of the main component of the Recruiting Marketing solution is the career site. The job postings from a company are now directly searchable from search engines by proper handling by a career site which eliminating the chance of using traditional Applicant Tracking System anymore. The career site also help recruiters to continue engage the passive candidates through their candidate information in the Talent Community. Normally Recruiting Marketing Career Site includes: Home page, Strategy pages , Company pages, SEO pages, Interactive Job Map page, Job Description pages, Subscribe and Apply Business Cards, Talent Community emails, Mobile site etc.
Most of the job applications are started from job pages. Once a user starts an application from a job page, they can be routed in a number of different ways.
- Candidate SSO: Single sign on is only available for Recruiting Execution customers using the SuccessFactors Application Tracking System. The user can choose to use Social Apply with the SSO process, in which case they are directed to the social pre-apply page.
- Business Card: If a user start an application for a job on a career site, using the "manual apply" option, they will be taken to the Business Card to fill out their personal information and added to the Talent Community.
- Apply with LinkedIn: After initiating an application, a candidate can choose to use the "Apply with LinkedIn" function which takes a user's existing LinkedIn account information and uses it to populate the Business Card.
Candidate profile page provides a picture where a candidate can view and take action on their information. The Profile Information shows information from the business card, or collected from a social network or imported during a user import. When Socialmatcher is enabled, candidates can authenticate with social networks and view job matches, also have an option for referral.
Candidates can search for jobs in a number of ways on career sites, interesting one is the Radius Search which allows candidates to enter a postal code and a radius in order to find jobs in a wider area. When a candidate's applies for a job or subscribes to the Talent Community, usually email agents are created to notify them of future job openings as well and this help to engage the passive candidates as well.
Dashboards/Analytics:
The features like Recruiting Dashboard usually allows companies to access the data underlying their career site. Recruiters generally run these reports, set up alerts and analyse data from the Talent Community, including site traffic. The generally basic menus for Recruiting Dashboard are normally:
- Home – Provide a quick snapshot of Recruiting Marketing activity
- Visitors – Shows information of the users who have visited Recruiting Marketing pages.
- Members – Displays information of the users who become members by applying to a job or joining the Talent Community.
- Applicants – Provide information related to who have started to apply for a job.
- Jobs - Displays information about jobs in the Recruiting Marketing system.
- Pages – Shows ranking information for Search Engine Optimized pages.
- Reports – Provides access to reports and data managed by the Recruiting Marketing platform.
There is an option with advanced Analytics which combines the data from the Application Tracking System and the Recruiting Marketing system to create the data from a candidate’s first visit to their ultimate hire. Advanced Analytics has more enlightened reporting than the Recruiting Dashboard, including reports on candidate quality, quantity, cost per hire, time to fill, source behavior and more. But advanced Analytics is a separate analytics package that companies can purchase with Recruiting Marketing. As usual from SAP with different options.
Recruitment Marketing Media Services includes a lot. Search engine marketing and media services, XML feed creation and distribution, creative services and asset production, manual posting services, media campaign services, major job board support, and reporting / metrics support. These services are once again very useful but they are purchased separately from Recruiting Marketing and can be tailored to the customer's needs.
Another package ? But It’s always the same
But nevertheless all these features and options from recruiting marketing generally add a great advantage and quite a good potential in recruiting process.
One basic question usually should come to our mind that how is Recruiting Marketing different from normal Recruiting. Well Recruiting is nothing but a process to handle job applications from the candidates, selecting the right candidates and hire the best candidates. While Recruiting Marketing is more focus on awareness on employer’s or candidate branding, using of SEO and social media to make interest on the job opportunities and considering the right candidates actively from the talent pool.
By the way one interesting thing, if you want to know various reviews from the experts, please go through the Recruitment Marketing: Important or Illusion? The Complete Expert ReviewIt has a great collection of the review over Recruitment Marketing and its importance.
As usual the question always arise whether companies are willing to pay extra for all these? Though these are quite handy but most of the companies are not willing to increase their budget on recruiting specially for recruiting marketing. Because of this reason Recruiting Marketing has been ignored a lot by the companies so does it's capabilities. Off course it make more sense to put money on others modules than this one, which unintendedly making Recruiting Marketing less popular among the organizations.
Let’s see how SAP SuccessFactors handle this in future in their road map.