Duane Radcliffe October 2011 Recruitment Marketing Mix

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 PurposeHR - Recruitment Features: Design Technology Value Quality Branding Two Products: Job and Company Challenge, Task Authority level Company Climate Company Brand: vision, mission prestige

People Marketing PurposeHR - Recruitment Employees Management Culture Customer TARGET MARKETS: Where are the potential Candidates Geographic Location: Regional, National, International Educational – program providers Competitors – who to recruitment from

Price Marketing PurposeHR - Recruitment Pricing Strategy: Skimming Penetration Cost Plus Loss Leader Pricing Strategy: Compensation Market leadership Pay for? Benefits Company Climate Company prestige

Process Marketing PurposeHR - Recruitment Service industry Delivery Timing Who is involved How, Who Internal or external recruitment Who – interview structure Resume processing

Promotion Marketing PurposeHR - Recruitment Advertising Endorsements User Trails Forums 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 PurposeHR - Recruitment Retail Wholesale Internet Peer to Peer Advertising – newspaper – Globe and Mail Advertising – internet – monster.ca Referral – Agency – accounting focus Referral – Employee referral

Physical Environment Marketing PurposeHR - Recruitment Smart/Shabby Safe Trendy/Retro Candidate First Impression: Factor in your company environment, climate Be upfront about about work conditions Set a good first impression

Recruitment Metrics What Metrics should we use? MetricDescription Accession RateNew Hires + Replacement Hires Total Headcount Cost Per Hire__ Hiring Costs__ _ New + Replacement Hires Cycle Time (time to fill)Days to Fill (from requisition) New + Replacement Hires Offer Acceptance RateOffers Accepted Offers Extended