5 Online Marketing Principles to Apply to Recruiting in 2016
Changing jobs means moving for the right opportunity, which means employer branding campaigns need to work harder to attract the attention of a more active, more discerning talent pool.
Job seekers are increasingly basing their decisions to move based on online research and interactions. Effectively meeting them on the web means applying online marketing principles to recruitment campaigns.
Take a moment to think about whether you do any of the following recruitment marketing activities, and how easy it would be to make these changes:
1. Proactive employer branding
When do you talk most about the benefits of working for your company: all the time, or only when recruiting? Publishing content on this topic more often would demonstrate to passive candidates the benefits of registering interest for potential jobs or sending a speculative application email.
Buffer, the social media sharing startup, recruits almost entirely using an inbound marketing approach. With a team of 70, and 20 new positions advertised, they get on average “1,500-2,000 applications per month,” all from the same channels: content, social, email – leading to their careers page.
Some of Buffer’s methods are unique, publishing salaries, equity, revenues and costs on an open dashboard. Not every business is comfortable with this approach, but its commitment to employer branding content, thought-leadership articles, social media and living the brand values are marketing strategies that any company can deploy.
2. Employee-generated content
Your biggest advocates for the benefits of working in your organization should be your current employees. For several years, consumer brands have been introducing user (customer) generated content into marketing campaigns.
Look at how Dell uses social media for talent acquisition campaigns. In 2010, Dell got serious about its use of social media for recruitment and employer branding, resulting in: “social hires (those coming through a Social Media channel) are more than doubling every year.”
Dell has focused on promoting what “current employees and alumni said” about the company, using a wide range of social media, including unscripted videos, Glassdoor reviews, Google Hangouts and the fact that 90% of its employees are active on LinkedIn.
PwC, the global consultancy firm, is another that gives employees the power to tell their stories, thereby promoting the brand directly to potential candidates.
3. Email capture and nurturing
Passive candidates may not send a resume straight away, but give them engaging content and they will be happy to hand over an email address. Especially if the content you publish is useful for their current roles/sector experience.
Exchanging content for contact details is another way to promote employer branding without taking a sales-style approach to recruitment.
4. Data, data, data
None of this, however, should be done without data or key metric targets. A marketing campaign of any description without data is the equivalent of a plane flying without navigation systems.
Decide which metrics you want to track and monitor. What are your targets? Define success, define failure: agree beforehand how much time and potentially money you want to put into this type of campaign. Set up analytics before launching a campaign and creating the first batch of content. Marketing is still a numbers game, but compared to traditional recruitment methods, this is a game that candidates will be happy to engage with.
5. Campaign design
When it comes to marketing, it is widely acknowledged that multi-touch points are necessary to support a customer’s decision-making process. Customers are more proactive than ever before, thanks to the Internet and social media. They research, read reviews, and come to conclusions largely outside of the influence of adverts and sales messages.
The best kind of marketing should naturally interact with a customer’s thinking and decision-making. Recruitment marketing should be the same. Design campaigns that lead to a single data collection point, such as an email capture form. Seek to engage with candidates across multiple platforms, but without being obtrusive. This is much easier with social media, but it does require some research as to the best way to target your ideal candidates.
Interested in jumpstarting your use of digital marketing techniques in recruiting? Check out this sample talent engagement campaign plan to get a better idea of what a successful one looks like.
About the author: Vaida Vaitekunaite is a Head of Alliances at Candarine. After working on various projects of Recruitment industry, Vaida sticked to recruitment marketing and is now expanding Candarine operations in United States. Candarine is a recruitment marketing technology company with a clear mission, to help companies across the world to attract and engage the best talent. Candarine’s SaaS solution empowers companies to reach candidates where they really are on the internet space and bring them the recruitment message, either it’s a job advertisement, ad about the event, employer branding content or other HR related material. Candarine has helped its clients in more than 60 countries leverage social media as a sustainable complement to their talent attraction and engagement strategy.
Interested in learning more about what it takes to build a modern candidate experience? Check out our new “9-Point Checklist for Building a Next-Generation Candidate Experience.”