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DavidRichter

Case Study – When HR and Marketing Work Together

11th June 2014 - Posted By David Richter To News & Events
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How SaleCycle’s Marketing and HR Teams Work To Attract The Best Candidates

Ahhh!

The collective gasp of appreciation was audible. 50 business execs suddenly understood how much their recruitment efforts could improve if Marketing and HR worked more closely in their organisation.

I recently attended a seminar run by Salesforce. While it was predominantly aimed at marketeers, one of the most interesting insights was to do with recruitment. Chris Sheen, Head of Marketing for SaleCycle, gave a demonstration of how they use marketing automation, not just to nurture sales prospects until they’re ready to buy, but also to build relationships with job candidates.

Let’s suppose you’re an active job seeker. You visit the SaleCycle website and go to their careers page.

salecycle careers page

It’s designed nicely. The copy isn’t dry, it’s conversational. There’s a dedicated Twitter account for their recruitment efforts. Of course, current vacancies are listed on this page too and if you’re interested in applying for one of these positions you can download more information as a beautifully designed pdf. If your dream job isn’t listed in the current vacancies, you can also subscribe to updates when suitable positions become available.

So far all pretty standard stuff that’s been executed extremely well. It gets really interesting after you apply for a position.

SaleCycle have realised that times have changed. It’s no longer just the candidate who has to convince the employer that they’re right for the job. To recruit the best talent the company also has to convince the candidate that they’re a great employer. This is where marketing automation campaign comes in…

Apply for a job and, as well as the typical “thank you for applying” emails, you’ll also be drip fed content that can help you understand what it’s like to work there. You’ll receive an email with an infographic showing what SaleCycle do, who they work with and the benefits their employees receive. A few days later you might be sent a link to a blog post they’ve written about their expansion plans, how happy their employees are and even a short video showing what life’s like at SaleCycle. Not only does it build relationships with candidates it helps them to understand the company culture before they accept a position.

Now we come to the insight that gained the gasp of appreciation. As a recruiter, would you rather employ someone who really wants to work for you or someone who simply sees an opportunity for a bit of a pay rise? Of course it’s the first one.

In covering letters and interviews everyone says how passionate they are about XYZ career for ABC Ltd. So how can you determine which candidates are genuinely excited and which ones are simply going through the motions? With access to the marketing automation platform the HR team can gain an insight into each candidate’s level of desire to work for them (see below screenshot).

test

It can show whether a candidate has been reading your company blog for years before they applied for a position or if they just happened to visit your careers page at the right time. Have they followed your company’s Twitter or Linkedin account, if so when? You can even see whether they’ve watched a video you emailed them all the way through multiple times or if they didn’t even bother to open the email.

The cost and level of disruption caused by hiring the wrong person can be huge, so while recruitment decisions shouldn’t be based solely on this kind of data it helps to build a picture of a candidate beyond the stock responses that interviews typically yield.

Does your marketing team use a marketing automation platform? If you don’t know the answer then go and speak to them. Figure out a way that you can work together to improve your recruitment efforts.
David Richter
Marketing Manager - Octopus HR
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