HRO Today April 2018 - 46

Talent Acquisition
Millennials in Focus
Figure 2
proactively seeking the right talent. It also means little
differentiation against competitors: A job title is a job
title is a job title.
Sifting through basic job posts puts the onus on the
candidate to try to distinguish which one might give
them the best company, people, culture, mission,
growth, and purpose. In reality, the onus should be
on the company to differentiate themselves through
their values, their mission, and their employees. These
cultural elements must be communicated through
content, stories, and videos-not job requirements.
Over the years, the research study has found that even
top companies are still not presenting talent with
anything more than the job requirements:
* In 2015, only one percent of the Fortune 500 used
videos or images in their job descriptions. In 2017, the
adaptation rate remained at one percent.
* In 2016, one percent of the Fortune 500 sent content
other than job listings to their talent network. In 2017,
this increased to five percent.
* A new criterion added this year revealed that one
percent of the Fortune 500 use a career site chatbot to
improve candidate experience and answer candidates'
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HRO TODAY MAGAZINE
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APRIL 2018
questions about the company.
These statistics may imply that Fortune 500 companies
don't have videos to use in job descriptions or content
to send to their talent network-but in fact, many do.
Fifty-eight percent of the Fortune 500 share employee
stories through video on their career sites, and 53
percent have written employee stories. Plus, 43 percent
of companies share content other than job openings via
social networks like Twitter. The content is there, but
talent acquisition teams aren't repurposing it for their
email marketing and talent network nurture efforts.
The biggest opportunity for talent acquisition leaders is
to think more broadly across channels when it comes to
their employer branding and messaging. This includes
breaking down organizational siloes within their own
teams and communicating cross-functionally to deliver a
more seamless experience. It's time for organizations to
think beyond the career site and into the channels that
will reach talent proactively.
The Path to Recruitment Marketing Excellence
There is a roadmap to a more mature, omni-channel
recruitment marketing strategy. High-performing talent
acquisition organizations such as CH2M, GE, Aramark,
Thermo Fisher, Walgreens, Microsoft, and Intel separate

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
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