Feeling Average? 4 Ways to Differentiate Your Recruiting Strategy
What does the word average mean? The dictionary says “having qualities that are seen as typical of a particular person or thing.” No employer wants to be seen as average, but, by default, most fall into this category.
The question is, should you be investing in breaking free—differentiating your recruiting strategy? Of course, no employer truly wants to be average. So the answer to that question is yes. But like everything else, it’s easier said than done.
In this post, we’ll dig into why companies should be focusing on differentiating their recruiting strategy, and share some tips for breaking free from the status quo in the process.
The Challenges Today’s Companies Face
LinkedIn’s recent report, 2017 Global Recruiting Trends, highlighted why differentiation should be on recruiting teams’ radar for next year.
According to their study, competition for talent is the number one challenge for recruiting teams. To overcome this challenge, differentiating yourself from the competition is incredibly important. And the best way to do this is through your employer brand.
Differentiating Your Recruiting Strategy
1. Start Creating Content (You Know, Good Content)
Data from our recent State Of Employer Branding survey revealed that the biggest challenge for employer branding efforts is content creation. 50% of respondents said this, which was more than Providing ROI (43%) and Securing Budget (42%). This represents a huge opportunity for recruiting teams to differentiate themselves, but will require time, energy, and collaboration.
Content comes in many forms (blogs, videos, social media, pictures, etc.), and recruiting teams are just now starting to use these tactics to attract great talent. One way to set your team up for success with content is to…
2. Collaborate With Your Marketing and Product Teams
One of the biggest fallbacks of companies is keeping their recruiting efforts separate from everything else. Product and marketing can help amplify your recruiting efforts—and legitimize them in the process.
Marketing teams invest heavily in building an audience on social media, or email marketing lists, or blogs that people love. Why not tap into what they’ve built to drive your efforts?
As a matter of fact, many recruiting teams are already doing this. Our survey found that 72% said marketing is involved in their employer branding efforts. By not working with your own marketers, not only is your employer brand likely suffering, but you are also falling behind your competition (and losing candidates!).
In terms of product, if people love your product use it as a selling point in your job descriptions and on your career site. Make sure candidates know they’ll be helping to shape the future of this product people know and love.
3. Tap Into the Power of Your Own Employees
One of the most important aspects of any employer brand is often the one that is overlooked: your employees. The importance of employee advocates cannot and should not be understated. Your employees are perhaps the biggest differentiator from your competition, if you enable them to be.
First and foremost, are your employees happy? If not, they’re not doing you any favors on Glassdoor or by word of mouth. This could be the year you put your employees’ happiness and satisfaction first, and drive an organic interest in your employer brand by working toward a place people want to work.
Also, one person alone can’t make much of an impact but a collectively many people can. Referrals are huge so align incentives effectively. Give employees content to share. If your own employees aren’t sharing your employer branding content, then it’s probably not very good.
Lastly, see if your employees want to contribute to your employer branding content. You’d be surprised how many will volunteer to write blog posts, appear in videos that can be put onto your career site, and be active participants on social media.
4. Give Candidates the Career Site Experience They Expect (and Deserve!)
Today’s job seekers expect all websites to look and feel modern. How do you think a 27-year-old candidate will feel if they land on your career site via her iPhone, only to find that it’s unreadable? In 2016, you only have one chance to make a lasting first impression with candidates (especially passive ones). If your career site looks and feels like it’s straight out of 2004, not only are you losing candidates today, but you are inadvertently scaring off future candidates, too.
The best way to improve your career site and application process as a whole is to do something that isn’t done nearly often enough: actually go through your entire online hiring process. By putting yourself in your candidates shoes, you can pinpoint areas that are lacking, and can work together as a team (and also with other departments) to make your career site the positive differentiator it should be.
Does your career site help you stand out from the crowd? Our new eBook, Career Site Transformation Planning, covers everything you need to attract and convert candidates: