March 2024 -- Prepared by MRG & All Star Talent
Recruitment Strategic Plan
CITY OF PALO ALTO
Navigating Talent Streams
to Reel In Excellence
City Council Study Session -- May 6, 2024
REVIEWED
BACKGROUND
INFORMATION,
NEOGOV DATA
INTERVIEWED
KEY DEPARTMENTS, HR
TEAM, EXTERNAL
RECRUITERS
& HR LIAISONS
SECRET SHOPPER
SOCIAL MEDIA
WEB SITE REVIEW
REVIEW OF
RECRUITMENT
PROCESSES &
PRACTICES
DRAFT FINDINGS &
RECOMMENDATIONS
INTO RECRUITMENT
STRATEGIC PLAN
Project Approach & Process
2 3
DELIVER
CUSTOMER
SATISFACTION
CITY
PRODUCTIVITY
MORALE –
REDUCE STRESS
RETAIN &
DEVELOP
TALENT
BUILD
REPUTATION AS
EMPLOYER
RECRUITING IS
CRUCIAL FOR
ORGANIZATIONAL
RESILIENCE
“Great vision
without
great people
is irrelevant.”
– Jim Collins
PUBLIC SECTOR JOB MARKET
More openings, less applications
SINCE 2019
the number of
APPLICATIONS
per job has
decreased by
55%
SINCE 2020
the number of
JOB
OPENINGS
has increased by
78%
SINCE 2020
the number of
APPLICANTS
has remained
STAGNANT
Source: NEOGOV 2023 Quiet Crisis Report 4
2023 - Total Number of
Applications
(Full-Time/External)
40 49
Utilities
27% of applications
34% of recruitments
Note: Numbers in the legend are the number of recruitments by department in 2023 8,045 applications for
full-time employment
2,030 applications for
part-time employment
6 47% of Recruitments had 10 or less
qualified applications
63% of Recruitments had 15 or less
qualified applications
7 Requires a shift from passive recruiting (engaging with candidates already seeking a job) to active recruiting
through digital marketing (finding candidates that weren’t actively looking but can be enticed).
PASSIVE ACTIVE
Speed up the hiring processes to retain interested candidates from going elsewhere. Deliver an excellent candidate experience. Deliver active communication, relevant information, and relationship building.
WAYS TO IMPROVE PUBLIC SECTOR HIRING
Provide honest feedback to applicants if
they’re not selected. Help them become a
more successful candidate for you in the
future.
Improve job postings, marketing, and career
information. Articulate a compelling brand.
Communicate your public service –
candidates want purpose & impact.
Go to where candidates are … targeted digital ads on social media and cell phones. 8 9
GOOD NEWS -- Foundational elements are strong.
Palo Alto is well positioned for enhancements.
City’s
Reputation
Flexible,
Alternative &
Hybrid Schedules
Software
& Tools
Partners
HR Team
Departments
HR Liaisons
Salary &
Benefits
Upgraded
Active
Coms
Program
10 Peak Workload in Recruitments:
separations, rebuild, promotions
Significant Turnover in HR Team in
Past 2 Years; Nearing Full Staffing
Inconsistent Reporting &
Communication
Lengthy Recruitment Processes &
Procedures
Some Cumbersome MOU
Requirements
Software & Tools Sufficient; Need
Training & Standards
Passive Marketing & Limited
Advertising & “Sourcing” of
Candidates
Limited Capacity & Tools for
Recruitment Strategy & Workforce
Planning
General Findings …
Strategy &
Management
Capacity
Faster Recruitment
Process + Superior
Communication
Investments in
Active Advertising &
Outreach
Need to build …
2. Digital Marketing Program – Invest in advertising & active candidate sourcing.
GOAL … Improve effectiveness & efficiency of
recruiting to hire talented employees
1. Data Analytics & Reporting – Improve data, communication, and metrics.
3. Compelling Marketing for Palo Alto’s employer brand. 11 BOOST
RECRUITMENT
TEAM CAPACITY &
CAPABILITIES
ACTIVATE
MARKETING,
ADVERTISING &
SOURCING
STREAMLINE
PROCESS & UPLIFT
DATA/METRICS
INVEST IN
TALENT
PIPELINE
PALO ALTO – RECRUITMENT STRATEGIC PLAN
Multi-year strategic plan with 31 strategic action items. Extensive details in the Assessment Report to help guide staff. Palo Alto is well positioned for this plan -- will take time to invest, shift & upgrade. Commend HR staff -- been making improvements in parallel during this assessment. 12 PILOT PROJECT – UTILITIES (2) & PUBLIC WORKS (1)
13 14
Palo Alto - Digital Marketing Pilot Project
Prior 2023 Recruitments PILOT PROJECT
Closes on
Total
Applications Qualified Apps Leads
Total
Applications
Applications
from Digital
Outreach
Interview
Stage
Electrician
(Public Works) 13 6 212 43 27
63% of Total
5 TOTAL
2 came from
Digital
Recruiting
15 Recruitments Require Partnered Leadership
CMO, HR & Departments
Commit to partnership between HR & department based on mutual respect, responsibility, and accountability.
Building a candidate experience … active, positive relationships with the candidates all the way along.
Everyone is a recruiter … land the candidate – convince and sell the City.
City Council – Key Roles
The City Council’s leadership is a key ingredient in the success of the City’s ability to attract and retain talent.
Initially, MRG sees three important roles for the City Council.
FINANCIAL
SUPPORT &
RESOURCES
RECOGNIZE
IMPACT ON
RECRUITING
SET CLEAR
PRIORITIES
16 www.cityofpaloalto.org/
HR INITIATIVES UNDERWAY NOW
www.cityofpaloalto.org/
NEXT STEPS - RECRUITMENT INVESTMENTS
1. DATA/REPORT – Invest in software integration between NEOGOV (applicant tracking) & SAP (City’s enterprise system).
2. DIGITAL MARKETING – Launch a master contract/RFP for digital marketing services creating a toolkit of vendors for easy use by HR recruiters and depart HRLs.
3. COMPELLING WEB CONTENT -- Update of the City’s application portal and recruiting web site focusing on mobile friendly experience from start to finish.