HRO Today April 2018 - 45

Talent Acquisition
* There are still competitive
advantages to be had, even after
years of talking recruitment
marketing. There has been a 31
percent decrease in " C " scores
(average performers) since 2015
and a 70 percent increase in " A "
and " B " scores (high performers).
Still, A- and B-level achievers
account for only 46 percent of
Fortune 500 companies (see
Figure 1). While publications,
influencers, analysts, and
vendors are talking about new
recruitment marketing strategies
year over year, less than half of
the Fortune 500 are successful at
change and adoption.
Figure 1
* Marketing-focused recruiting
generates better talent, and
better talent may equal better
profitability. The companies that
excel at recruitment marketing
strategies ( " A " ) have 152 percent
higher average revenue per year
than " F " companies. This doesn't
imply causation: After all, there
are hundreds, if not thousands,
of variables at play in a Fortune
500 organization. But the story
is interesting, and the stark
contrast between the " A's " and the " F's " leaves room
for exploration about how high-quality talent affects
profitability.
* High-performing talent acquisition companies focus on
building and nurturing relationships. Seventy-six percent
of " A " companies have a talent network or community,
while this is true of only five percent of " D " and " F "
companies. And among " A " companies with a talent
network, 89 percent send monthly communication to
keep talent engaged, while a scant seven percent of
" D " and " F " companies do the same. This reveals a big
difference in thinking, strategy, and technology use
between high performers and low performers.
* There is a correlation between strong employer brand
perception and recruitment marketing adoption. This
isn't surprising, but the data now proves it: The more
recruitment marketing a company does, the more likely
the company will have a higher Glassdoor rating and
recommendation percentage, as well as a higher volume
of reviews (see Figure 2 on page 46).
Areas for Growth
In reviewing the data, the business case for recruitment
marketing seems evident, especially from these key
findings. However, while more companies than ever
are adopting marketing practices, there are still many
underutilized tactics across the Fortune 500. Why is
that?
It's clear that the focus of recruiting and talent
acquisition is still on the economic supply chain of open
requisitions. Despite industry adoption of creative
employer branding, proactive talent pipelining, and a
stronger candidate experience, recruitment teams are
ultimately focusing on jobs that need to be filled. But
a job-led strategy fuels reacting to hiring needs versus
APRIL 2018 | www.hrotoday.com
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HRO Today April 2018

Table of Contents for the Digital Edition of HRO Today April 2018

HRO Today April 2018 - 1
HRO Today April 2018 - 2
HRO Today April 2018 - 3
HRO Today April 2018 - 4
HRO Today April 2018 - 5
HRO Today April 2018 - 6
HRO Today April 2018 - 7
HRO Today April 2018 - 8
HRO Today April 2018 - 9
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