Webinar#1 Outbound All Stars Webinar Series

OUTBOUND HIRINGSTRATEGY MAP
VOLUME TO VALUE
How Outbound Hiring
is changing hiring
as you know it

Speakers
Aadil Bandukwala
Social Talent Evangelist
Belong
Prasad Rao
Head of Talent Selection India
Adobe

We are not a
volume-hiring company,
we are a
VALUE-HIRING COMPANY.
ABDUL JALEEL
Vice President, People Resources India
Adobe

What is the biggest challenge facing recruiters today?
Discovering relevant
candidates
65% of recruiters cite a lack of skilled
candidates in the market as the largest
obstacle to hiring*
72% of CEOs are concerned about the
availability of key skills.**
Standing out from other companies
and getting candidate attention
80% of people would take one job over
another based on personal relationships
formed during the interview process.***
© 2017 Belong Technologies India Pvt. Ltd.
THE OUTBOUND ALL STARS RECRUITER SERIES 5 OF 45
* https://www.jobvite.com/wp-content/uploads/2016/09/RecruiterNation2016.pdf
** PwC, 19th Annual Global CEO Survey, 2016
*** http://www.mattersight.com/resource/take-this-job-and-love-it/

Candidate Drop off / Taking
up counter offers
Accepting another offer (47%) is the
NUMBER 1 reason why offers get rejected.*
Access to market research, data
and analytics
72% of recruiters say data analytics is
somewhat or very important in the hiring
process.**
Only 4% of organizations surveyed believe
they have the predictive talent analytics
capabilities today. Only 14% of companies
have any form of talent analytics program in
place, yet more than 60% want to build a
plan this year.***
Improving relationship with
Hiring Managers
77% of hiring managers say that recruiters’
candidate screening is ‘inadequate’. 51% of
recruiters said hiring managers ‘should do a
better job communicating what they are
looking for in a candidate’ and ‘provide
relatable examples’
* Source:MRINetwork)
** https://www.jobvite.com/wp-content/uploads/2015/09/ jobvite_recruiter_nation_2015.pdf
***https://www2.deloitte.com/global/en/pages/human-capital/articles/talent-analytics-in-practice.html

BY THE NUMBERS
The diminishing returns on Inbound Hiring
Source: The Adler Group
Inbound Hiring (Top-tier) 250:1
Inbound Hiring (Rank-and-ﬁle) 125:1
Outbound Hiring 50:1

Why Outbound Hiring is the
Future of Recruitment

How Recruitment has changed
ENGAGE
DELIGHT
INTERVIEW
OFFER
JOIN
F
L E
D
:
TARGET
Low Effort
+
High Accuracy
Personalized
Engagement
=
Great Candidate
Experience
OUTBOUND HIRING
Careers
Site
Job
Ads
We’re
Hiring!
Agency
ATS
b
m
APPLICANTS
QUALIFY
SCREEN
INTERVIEW
OFFER
JOIN
High Effort
+
Low Accuracy
Transactional
Engagement
=
Bad Candidate
Experience
INBOUND HIRING

Outbound Hiring is a targeted,
candidate-focused approach that
coordinates personalized talent
acquisition and business eﬀorts to hire
people who succeed in your company.

Targeted: Discovering relevant candidates
Candidate-Focused: Candidate Drop off /
Taking up counter offers
Personalised: Improving relationship with
Hiring Managers
Talent Acquisition and Business:
Importance of market research, data
and analytics in recruitment
People who Succeed: Standing out from
other companies, getting candidate
attention
Outbound Hiring is a targeted,
candidate-focused approach that
coordinates personalized talent
acquisition and business efforts to hire
people who succeed in your company.

Strategic Business
Partners
Sourcing
Alignment with
Business
Marketing
Relationship Management
Analytics & Reporting
Sales
Building Personal Brand
Experimentation
Employer BrandingIndustry Knowledge
CHANGING ROLE
OF RECRUITMENT

We are RE-ARCHITECTING THE
ORIENTATION OF THE RECRUITER
in terms of how to sell the value
proposition of the company, how to
initiate the conversation, build a long-
term relationship and provide a
holistic perspective.
ABDUL JALEEL
Vice President, People Resources India
Adobe

Define the Opportunity Profile
Generate Talent Map and Personas
Source Candidates and Map to Personas
Generate Candidate-Specific Insights
Develop Candidate-Focused Content and Messages
Deliver Candidate-Focused Interactions
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5
6
The
Outbound
Recruiting
Framework

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2
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4
5
6
The
Outbound
Recruiting
Framework -
Step 1

80%
of recruiters think they have a ‘high’ to ‘very
high’ understanding of the jobs for which they
recruit.
61%
of hiring managers say that recruiters have, at
best, a ‘low’ to ‘moderate’ understanding of the
jobs for which they recruit.
Source: https://www.icims.com/sites/www.icims.com/files/public/hei_assets/Hiring_Manager_Recruiter_Relationship.pdf

At its core, an Opportunity Proﬁle
documents what your ideal candidate
will want to know about the role
before interviewing with you.
And it’s the foundational part of what
you need to know in order to identify
and engage your ideal candidates.

A well-defined Opportunity Profile
answers questions that fall into three
key areas
Larger purpose and impact of the role
Success factors and requirements
Type of people who succeed in such a role

Opportunity Proﬁle for Brand Designer at Belong

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6
The
Outbound
Recruiting
Framework -
Step 2

77% OF RECRUITERS
are more eﬃcient and eﬀective
when they understand
the Talent Pool.
Source: LinkedIn Talent Solutions Survey 2016

Think of your
Talent maps
as your own
hiring GPS
It tells you where your
talent pools are
Helps you foresee
potential roadblocks
and re-work your plan
Helps you identify the
most eﬃcient channel
to get to them

How to create a Talent Map
Market Highlights
What is the potential size
of this pool? Who are the
key employers in this
market?
Talent Demography
What is the age group of
the pool? How many years
of experience do they
bring?
Competitors
Which of your competitors have the
strongest brand in this pool? How
many people in this pool do they
employ. How many more are they
potentially hiring?

Target Personas
Typically, what’s the
education, career growth
path, personal interests, etc
of the ideal candidate?
Key Sources
What social sources, online
group and communities can
you tap into? Are there
industry-specific events?
Technology & Skills
Dominant and emerging
technology / skills in this
space? How prevalent is
the combination of skills
and experience?
Your Connections
How are you connected to
this pool? Can you rely on
existing marketing
channels to target or
engage?

Out of 9.8k Big Data Engineers in India, 6.1k candidates
are currently open for exploring new opportunities
9831
6109
Total Candidates
NUMBER OF CANDIDATESIN INDIA
Number of Candidates Open for Opportunities
POINTS OF DISCUSSION

Female Big Data Engineers constitute 12% of talent
pool in India
88
12
Male Female
DIVERSITY RATIO
1063
732
Total Female Candidates
FEMALE CANDIDATES IN INDIA
Number of Candidates Open for Opportunities

Hadoop emerges as the most common skill for Big
Data Engineers in India
887
2244
8203
4502
987
2766
2262
3129
2604
1221
Nosql
Python
Hadoop
Hive
Kafka
Mapreduce
Spark
Pig
Hbase
Etl
TOP SKILLS FOR CANDIDATES
Number of Candidates
POINTS OF DISCUSSION

What are Candidate Personas?
A Candidate Persona is a fictional representation of an ideal
candidate for a role or position, developed based on data and
research. This will include the defining characteristics, skills,
personality traits, interests and motivations that you are
looking for in the person who will succeed in this role.

Benefits of creating Candidate Personas
Candidate Personas humanize your search in a way that a
JD cannot.
You can personalize the candidate experience and journey
more effectively.
You can double down on the right sourcing channels.
You can effectively align business and talent acquisition.

How to build a Candidate Persona
Identify and interview your top performers
Consult stakeholders working with top performers
Analyze your hiring data
Dive deep into social networks, communities and professional forums

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6
The
Outbound
Recruiting
Framework -
Step 3

Company data
What companies typically attract the best talent in this
space?
Are these companies at the same size or similar stage
of growth as us?
Which companies work on similar products or have
teams with relevant capabilities?
Which of these companies are based in desired
locations?
Sources:
Sourcing solutions
Competitive Intelligence: Google Alerts, Glassdoor
Official social networks, blog, press releases
Job boards to see what companies are hiring
Skills and Technology data
What skills am I looking for?
Is there a combination of experience / domain expertise
I need? (For example, you might specifically need data
scientists with experience in building recommendation
engines in healthcare)
What’s the level of experience I need in the desired skill /
functional areas?
What are the substitute / complementary skills?
Sources:
Sourcing solutions
Professional networks, social networks
Online groups and communities
FOUNDATIONAL DATA REQUIRED FOR BASIC RELEVANCE IN TARGETING
Motivation data
Are people I’m targeting following key leaders /
influencers in the space?
Do they consistently post, share or consume content
on social media that indicates their interest in the
space?
Are they part of relevant online groups or forums?
Does their career path reflect growth?
Sources:
Sourcing solutions, social recruiting solutions
Professional networks, social networks
Online groups and communities
Engagement data
How engaged are my target candidates with me?
Are they on our talent nurturing lists? If they are, do they
engage with the content we share?
Do they follow or engage with us on our social networks
or groups?
Have we engaged them in any interview process before?
Sources:
Data from your hiring engagement or marketing solutions
ATS, CRM
BEHAVIORAL DATA THAT DEMONSTRATES HIGH DEGREE OF RELEVANCE

Talent Sourcing Maturity Model
RESUME-DRIVEN
SOURCING
BASIC DATA-
DRIVEN SOURCING
ADVANCED DATA-
DRIVEN SOURCING
PREDICTIVE
SOURCING
Using predictive
analytics and models
to identify target
candidatesFactoring behavioral
data such as
engagement and
motivation to identify
high degree of
relevance
Using company
and skills data
multi-sourced from
online groups, social
networks
Relying primarily on
resume data

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6
The
Outbound
Recruiting
Framework -
Step 4

How to Generate Candidate-Specific Insights
Just as you can source candidates today from multiple places across the web,
you can also generate insights about a candidate through various sources, like -
Twitter
LinkedIn
Blogs
Common Connections
Quora
Niche Professional Networks
Company bios
Media

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6
The
Outbound
Recruiting
Framework -
Step 5

Content Personalization Spectrum for Recruiting
HIGHLY
PERSONALIZED
PERSONALIZED CUSTOMIZED GENERIC
Content created
specifically for an
individual for a
particular role
Content created for
a specific persona
targeted at an
industry
Content created for
multiple personas
targeted at an industry
Content for all
candidates, but
relevant for a
specific role

What kind of content do you need for outbound recruiting?
Every type of content you are already using for recruiting and developing your employer
brand will be useful as long as you target it correctly and ensure relevance.
Company or function-
specific blog posts
Employee blog posts
LinkedIn posts
Videos  
Employee spotlight
content
Media features
Newsletters
Social media posts  
Online ad campaigns 
Photo-blogs
FAQs 
Event coverage 
Whitepapers and other thought
leadership publications,  
Interactive content like webinars,
quizzes and challenges
Official repositories on Github,
StackOverflow, Behance etc.

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6
The
Outbound
Recruiting
Framework -
Step 6

Social Media
Webinars
Emails
Events

A powerful way to maximize the impact of your
engagement is by grouping your content and interactions
into purpose-built Outbound plays that help you achieve
speciﬁc goals across the candidate journey.
With Outbound plays, you coordinate multi-channel,
multi-tactic eﬀorts to deepen your engagement with your
ideal pool of candidates as they progress in the journey.
Candidate-Focused Outbound Plays

Proactively engage candidates who have accepted offers but are
yet to join witht he help of hiring leadership.
No-Show Fighter
Pre Launch
Personalized welcome email/
video from hiring team.
Direct mail content/assets.
Step 1
Send a personalized video or
email fro hiring team/leader
congratulating and welcoming
the candidate.
Step 2
Leverage the power of personalized
direct mail: ship them your cool
merchandise and make them feel
part of your company.
Step 3
Set up an informal welcome
dinner/lunch with exec leadership
or their new team; invite them to
exclusive events such as your
comapny’s retreat or off- site.

80%
of people would take one job over another based
on personal relationships formed during the
interview process.
Source: Mattersight

How do you go Outbound?
What can you expect from the rest
of the Series

VOLUME TO VALUE:
How Outbound Hiring is changing hiring
as you know it
Basics - 6 Processes of Candidate Discovery -
Creating an Opportunity Profile [Targeted]
ALIGNED FOR IMPACT:
Secret weapons for a winning Business
and Talent Acquisition Partnership.
Aligning with Business
MONEYBALL:
Sure fire strategies to engage with top
talent with social and predictive data.
Exploratory calls, email best practices, using historic data
insights, source attribution [Personalized]
CANDIDATE DELIGHT:
Crafting cross-channel candidate
experiences for the digital age.
Candidate Personas, Candidate Delight [Candidate focused]
BY THE NUMBERS:
Where's the $$$ in Outbound Hiring?
Cost of hire, savings against agency, improved recruiter efficiency,
cost of bad hire - [people who will succeed]

Webinar#1 Outbound All Stars Webinar Series

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