Episode 02 – Real-World Strategic Plan
Talent Marketing Solved: A Detailed Strategic Plan
Thanks to our last podcast, you should now know just how vital strategic planning is to the success of your recruiting initiatives. Now, we’re taking a closer look at the individual components of a strategic plan and providing you with a concrete, real-world example with the hope that you’ll use this strategy as a template for your own strategic plan.
But, before we dive in, let’s establish the context to help you understand how we developed this strategic plan.
This is an overview of a real plan developed for a client in the restaurant industry. They own 25 locations across the United States with around 150 employees per location, and they are working on expanding. This particular client wants to position themselves as a top employer for an audience of younger job-seekers who are looking for hourly-paying jobs but are also interested in advancing within the restaurant and hospitality industry. With a time frame of 12 to 24 months, they came to us for help developing and implementing a recruitment and retention strategy. In this document, we provide the steps we used to outline our strategic plan, an explanation of each step, and some examples from our partnership with this client.
When considering the challenges that your particular organization faces, you will need to do some self-reflection. Who is our target audience, and what are the challenges associated with marketing to this demographic? What issues do we currently face in our hiring process? We want you to go beyond, “We need to hire more people,” and think of the underlying roadblocks.
- As this client expands operations, we’ll need to consider that the audience may not be familiar with the employer’s brand and tailor our approach in those locations accordingly.
- Around 80% of our client’s web traffic comes from mobile sources. To convert a higher percentage of that traffic, we need to optimize our mobile approach.
- In this industry, the first employer to reach out to the candidate is usually where that candidate ends up working. Optimizing and streamlining hiring process will give our client the best chance at hiring quality candidates.
- Again, due to the nature of the restaurant industry, our client struggles with high turnover rates. We need to consider new ways to attract quality candidates who are interested in a long-term career in the restaurant and hospitality industry.
What do you want to achieve? Don’t worry about the nitty-gritty quite yet. At this point, we just want you to think broadly about the challenges you’ve listed and the goals you’re going to set.
- Reach and convert more candidates into our funnel.
- Attract better quality candidates.
What are the specific metrics by which we’ll be able to gauge the success of our strategic plan? Don’t just settle on a set of random numbers. Take the time to calculate ideal outcomes that are both ambitious and realistic.
- Reach 10,000 views a month on company culture-related content.
- Increase total number of impressions for content relating to new restaurant openings by 100%.
- Increase total mobile conversions by 40%.
Again, we’re going to take a wider look before we dive deeper into the more granular details in the next section of our plan. For now, think of the broad steps you can take to achieve your goals and objectives.
- Think mobile first (and middle and last). Create a mobile-friendly approach to reduce the friction of getting candidates into our funnel by making the process quicker and easier.
- Expand awareness of our employer brand via social media.
Finally, it’s time to lay out the specific actions that contribute to our overall strategies and how they relate to the goals we set forth earlier. We find that people often skip straight to tactics without taking the time to consider all the other pieces that influence the recruiting equation. However, you can’t formulate an effective strategy without an understanding of the challenges, goals, objectives, and strategies behind those tactics.
- Create content that is easily consumable for a mobile audience.
- Utilize quick apply technology via Glassdoor and Indeed to streamline the application process for candidates.
- Implement text communication to quickly and efficiently reach candidates.
- Leverage Facebook and Instagram to promote content related to company culture and success stories.
As you can see, each component of the plan builds off of the previous one. Your tactics are informed by your strategies, which are informed by your objectives, which are informed by your goals, which are informed by your challenges. Without a clear understanding of each step, your strategy falls apart.
Once you have all that figured out, the only thing that’s left is to stick to the plan you’ve developed. Easier said than done, right?
S2E Solutions partners with our clients to develop effective recruiting solutions, all the way through the process from strategy to execution. Contact us today for help with your strategic plan.