In a noisy world, crafting a compelling message that stands above your competition is the difference between getting noticed and being ignored.
To stay relevant and attract top talent, many companies have developed recruitment marketing programs to build their brand beyond the services and products they offer. Recruitment marketing is a combination of outbound reach out to marketing channels and inbound accessibility, both of which offer a view into how a company operates. Channel effectiveness depends on the industry, but as applicants become more technology-savvy, it also requires a combination of finesse and the right tools.
In this blog, we explore how HR teams can attract applicants with the new paradigms of technology and recruiting. Check it out and let us know what you think:
1. Engage Through Video
Online video is now a major communications channel for companies looking to connect with interested applicants. YouTube, for example, reaches more 18-49-year olds per week than all cable networks combined and 85% of millennials have purchased or engaged with a company after watching a video. Likely, many of this same audience is also hunting for a new job and strategic video placement will encourage action too.
There are many ways to use video in driving recruitment, from showcasing a company’s corporate social responsibility strategy to sharing priority jobs. Regardless of its usage, video shows applicants will think that your company is modern and can vet their interest much faster.
2. Personalize and Localize Your Content
More consumers expect their business technology experiences to match their connected and personalized experiences at home. Instead of traditional spray-and-pray strategies, push notifications and job recommendations contribute to more targeted and focused job searches.
Personalized and localized recruiting experiences also leverage new technology, such as digital assistants. The implementation of such technologies is a win-win for both applicants and HR organizations. For HR, a digital assistant boosts efficiency and delivers a human touch while applicants can get basic company questions answered instead of searching for answers through the website or talking to the recruiter.
3. Articulate Your Company's Mission and Vision
Beyond selling a product or service, what is your company really trying to do? According to Gallup, 33% of workers believe that a company’s mission and purpose are important, and this belief increases as the workforce gets younger. A company’s direction also influences office culture and Glassdoor Data shows that more than three-quarters of adults across the United States, United Kingdom, France, and Germany consider a company’s culture before applying there.
While most organizations likely have a company mission and vision developed, now is the time to articulate that message. One way is to develop separate website landing pages to share how your company’s products or services serve this mission. Additionally, engage both your marketing and recruiting staff to ensure these messages are being shared on respective marketing channels and talent reach out opportunities.
According to Gallup, 33% of workers believe that a company’s mission and purpose are important, and this belief increases as the workforce gets younger.
4. Leverage Data
Do you understand how effective your company’s recruitment efforts are? Are you tracking where applicants might be dropping off in the hiring process? Do you know if a prospective recruit is going to perform in the role? People analytics is a growing field and nearly 84% of business leaders believe that they will influence business decisions.
Data is critical to ensuring you stay competitive and land the best new hires. To integrate data into your recruitment efforts, consider evaluating all of your touchpoints with candidates and seeing what can be measured. Organize this data into a dashboard and evaluate insights with your stakeholders regularly so they know where they can improve.
People analytics is a growing field and nearly 84% of business leaders believe that they will influence business decisions.
5. Develop a Champions Strategy
Have you ever bought something because a friend recommended it to you? Chances are, if your friends are willing to recommend a new product, they might also recommend their workplace and studies support this, showing that prospective applicants are eight times more willing to respond to employee shared content.
Something to also consider when recruiting new employees is the cost. With the average cost of hiring a new employee is $4,129 and each recruitment cycle at 42 days, expenditures can add up quickly over time. Having top employees recruit contacts they know costs much less, so look into developing a champions program that enables workers to share content that paints the organization in an attractive light.