The landscape of work and the workplace has changed drastically over the last few years. In the face of a recession, recruitment and retention have become a key issue across industries. In a tight talent market, it’s time to start thinking about recruitment strategies with tried-and-true marketing methods.
Recruitment marketing means applying the theories and processes of the traditional marketing funnel to recruitment efforts. Through a recruitment campaign, you encourage a potential candidate through awareness, interest, decision-making, and action stages.
You get the attention of a relevant audience, make your case, and encourage and nurture them to take action. In recruitment marketing, we’re not encouraging the purchase of a product or service. Instead, we’re creating campaigns and messages that promote applications and attract candidates.
To build out an effective recruitment campaign, here are four key trends to drive your efforts:
Employer Branding
It’s one thing to have a brand to attract customers and build awareness, but did you know a strong brand impacts your ability to recruit talent? A brand is a name or symbol that marks and distinguishes a company from competitors. It also encompasses all the intangible elements of an organization or product: emotional connection, credibility, values, and many more interconnected traits.
In recruitment marketing, an employer brand does similar things for employees or potential employees. A strong brand tells candidates what type of company you are and what you value. It lets them know what to expect from a job with you. Depending on your industry, important elements of your employer brand might be related to sustainability, diversity and inclusion, and work-life balance.
Beyond that, a strong brand helps you stand out among other companies competing for skilled candidates through brand recognition, differentiation, and brand loyalty.
Digital Tools
Shocking no one, the world wide web is your most powerful tool in a recruitment campaign. Consider taking things a few steps further than a hiring page or online application portal. Think of potential candidates as leads to nurture through your online channels. Build job descriptions that focus on keywords that candidates will search. Then build in phrases that will encourage them to consider applying.
Some candidates may only be looking for information and may not be ready to apply. Create more calls to action than “apply now.” Provide opportunities for visitors to your site to learn more about your company and opportunities. Maybe create a form, chatbox, or button on your site that encourages candidates to get in touch with your HR team. Or embed a video they can watch to get a better idea of the work you do. If they don’t apply today, they can still gain some useful information that may entice them to apply tomorrow.
A cost effective and simple way to encourage more applicants through a recruitment campaign is with an engaged social media following. Building a strong online community tells applicants that other people value your work and relate to your content. Your social presence can build your employer brand and let you speak directly to candidates. The larger and more active your audience, the more likely they are to share your job opportunities and the more likely you are to find new and skilled candidates.
Online Marketing
One thing you can’t afford in a tight labour market is wasted time and money. The best way to reach people where they are is through strategic targeting in digital media. With such robust tools and analytics at hand, we can target candidates in any country, industry, or educational institution.
With a well-developed digital ad buying strategy, your company can be on the screens of relevant candidates anywhere in the world. You can optimize your reach and your spend by ensure the key demographics you target match what is required for a role. Filter out unqualified candidates and reach markets you may not have even considered.
Studies show that 54% of candidates find job opportunities through a simple online search. To compete for skilled candidates, your company needs to be in the top search results in your industry. Dedicated search engine optimization efforts can help you stay on top. Through your digital ad buying, you may also consider search engine marketing. Scoop up paid keywords to make sure your company is among the first page results on Google.
Pilot’s digital media strategies provide the insight and tools to meet your recruitment goals. Learn more about our marketing campaign services.
Earned Media and Certifications
Don’t forget to celebrate yourself. Add credibility to you company with designations relevant to your work, human resources, and job opportunities. Certifications and awards like “Best Managed Companies” or “Canada’s Top 100 Employers” go a long way to show candidates you value your people and put the time and consideration into your recruitment efforts.
Earned media is coverage without a price tag. It’s the thought leadership or newsworthy content you put out into the world to promote your company. It may get shared or published just because of its value, not through paid placement. While it’s technically unpaid, it still requires a time and effort investment to develop relevant content, apply for applicable awards and certifications, and study and reach audiences with information they want to hear.
Other forms of earned media that may support your recruitment marketing campaign include press releases, word of mouth promotion, or reviews on employment sites like Glassdoor or Indeed.
A satisfied and engaged workforce is one of your company’s most important assets. Recruitment and retention are major areas of focus across industries as we navigate changing workplaces and work practices. A recruitment marketing strategy can be a key differentiator to ensuring you get the best candidates for key roles.
Make your recruitment efforts a priority with thoughtful strategy and implementation. Pilot can help. Learn more about our marketing campaigns or reach out now to see how we can help.