How to Achieve Recruitment Marketing Success
The chaos and noise of the digital world is making it harder and harder for recruitment marketers to reach job seekers. Corporate and independent recruiters face increasing pressure to fill every role with the right candidate in record time… but without coming across as pushy or desperate. So how do you effectively reach people who are either currently unemployed, soon-to-be-unemployed or dissatisfied in some way at their current position?
Keep reading to learn how to make the job search process easier for applicants, lead them to your careers page, attract qualified employees and build a pool of premium talent.
It should come as no surprise that smartphones are dominating the technological landscape. There are currently over 2.6 billion smartphone users, and by 2020, there will be a whopping 6.1 billion. More Google searches take place on mobile devices than on computers in 10 countries, including the United States – making a mobile-first online strategy essential regardless of your key demographic. However, if you’re trying to explicitly reach Job Seekers, a well-planned and executed mobile presence is even more crucial.
A recent article from Indeed, one of the most popular job posting sites, tells us that the majority of job searches take place on mobile platforms. That means that your potential new hire will be coming from a job search page and land on your website using their phone. You would hate to lose top talent if your careers page was outdated or designed only for desktop users. Your websites should be mobile responsive, have a clear, easy-to-read layout and must load quickly.
Social media plays a significant role in the lives of Job Seekers (just like anybody else these days), and it should be a high priority in your marketing efforts. Not only does it provide a study-break of sorts for those looking for jobs, but it is also becoming a go-to place to find jobs. The Muse reports that a staggering 92% of companies use social media for recruiting, and an increasing amount of businesses are posting open positions directly to their accounts.
Unsurprisingly, LinkedIn is the most used by companies that are hiring, but over 50% of companies use Facebook and Twitter as well. Your competitors are doing it and your audience is using it. Bottom line: if you’re trying to reach people looking for a job, your strategy has to include a significant organic and paid social media presence.
Remember, your applicants are looking for the best opportunity for their future and are searching multiple channels to learn more about the company, prepare for the interview and to see if your business is the right fit for them. If your social media accounts are unpolished or outdated, it could be perceived that the brand is equally unsuitable and turn away talent. Millenials are the new talent pool: they’re digitally-savvy, and they’re looking for an employer who’s savvy too.
Sending a tweet and posting new jobs on talent acquisition websites are necessary tools to succeed as a recruiter, but don’t overlook the power of content. Writing a blog for your corporate website or simply including a few tips on the careers page can answer some of the questions your potential candidates are asking and pique their interest in working with your company.
Do you want to share your excellent benefits packages and paid time off or perhaps a culture-centric spotlight with employee testimonials? Either way, content can humanize your brand and show job seekers how they can grow their career by joining your company.
In this author’s personal experience, there sometimes comes a moment after weeks of fruitless job searching where one googles “how do I find a job (with an English degree).” And with some mindfulness to search engine optimization (SEO), your article could be the one that pops up first – a huge benefit to your brand and marketing goals.
Prioritize to be successful
For many recruiters, job seekers can be a tricky group to reach and understand. They are defined by their current (or soon-to-be) unemployment and frequently frustrated search for work, but they should not be confined to an unreachable demographic. If you prioritize your mobile site, social presence and recruitment content, you’ll soon find that job seekers are seeking out your brand.