Today’s leading recruiting teams know that to succeed in a tight talent market, they really need to nail recruitment marketing. Competition is steep, and high performers have their pick of opportunities; a solid recruitment marketing plan ensures you’re attracting and engaging top candidates. Need some guidance on what to include in your plan? Here are the 10 most important pieces.
1. An Intentional Employer Brand
In the same way that strong business brands promote business success, great employer brands are key to achieving talent acquisition goals. Your employer brand, done right, differentiates you from other organizations with which you compete for talent, and gets (the right) people excited about working with your company. Note that the goal is not to appeal to everyone; rather, your brand should accurately represent your company culture, and serve as a means of self-selection for great candidates.
A few channels for brand-building:
- Talent communities: More than your standard careers page, talent communities indeed communicate the pros of being an employee at your org — but they go further to invite prospective employees to join your talent network and receive ongoing communications about opportunities.
- Branded job postings: Think about giving candidates a peek inside the company right within the job posting. It could be a video message from the hiring manager, a link to blog on employee experience from a would-be team member … whatever would help you paint the picture of your culture.
- Glassdoor reviews and responses: We can’t talk about employer brand without talking about Glassdoor. Make it a point to keep up with feedback — and to respond! It goes a long way to demonstrate that the company is monitoring the reviews and taking them seriously.
2. Social Media Engagement
Of course you’ve already fully built out your company’s LinkedIn page, and are already posting there regularly, so we’re all set on that (right? OK cool, we thought so). Yet are you leveraging the many other engagement opportunities social networks provide? Love it or hate it, the majority of people are on Facebook, so having a Careers tab on your company page is table stakes. Twitter is also a great place to share company news and openings.
Beyond these, consider the other platforms your target candidates are likely to be on (Pinterest? Instagram? smaller niche networks?), then build up your firm’s presence there. It’s also a good idea to encourage employees to post about company happenings and open roles, to help you spread the word.
3. A Great Career Website/Talent Community
What makes a careers section great? A few ideas:
- “Meet the Team” content: How nice would it be from a candidate perspective to “get to know” the people you’d be working with if you joined the company — before the interview? Include team members’ headshots, bios, and maybe their social media profiles to give prospective employees a feel for what their new team may be like.
- Employee storytelling and blogging: Posting company values and leadership principles absolutely has value, but it’s always nice as a candidate to hear it from the employee point of view. Encourage employees to share their unique experiences working with the company. Different personalities have different perspectives, and it’s helpful to prospective employees to hear how folks they feel similar to describe what it’s like to work at your company.
- A painless way to connect: Don’t lose a good candidate because you don’t have a role for them right now. Make sure you’ve included a way for interested candidates to easily send you their info for future opportunities, whether that’s joining a talent community or simply emailing you their resume.
- Mobile-responsive: So much of web browsing happens on a smartphone these days, and you can bet your careers page will be viewed on mobile, too. A mobile-responsive design — including a mobile-friendly application — is a must.
- Machine-driven intelligence: Want to really engage prospective employees? A smart app can determine who a candidate is, and serve up content tailored specifically to them. Speaking of personalization.…
4. Personalized Content
In addition to personalized content recommendations on your careers site, you want to be targeted with your newsletters and email campaigns as well. We’re long past the days of bulk messaging, and today’s candidates have consumer-like expectations. Email blasts to your entire list will at best be ignored or deleted, and at worst will prompt opt-outs. Be mindful of who you’re sending your communications to, and be sure they’ll find it relevant.
5. Talent Pipelines
The best way to keep your communications targeted is to organize your candidate pool into talent pipelines. Collaborate with your workforce planner to map out future hiring needs, and structure your pipelines accordingly. From there, you can conduct individualized talent outreach per pipeline. Huzzah! Look at you, Professional Marketer Person.
Tip: Speed up menial tasks like adding talent to pipelines with a platform that automatically does it for you.
Read Part Two of this post here. You might also enjoy this Guide we recently released: The Ultimate Guide to the Ultimate Candidate Experience.