Recruitment Marketing: What You Need to Know About Job Alerts
The Internet and mobility have changed everything. Most job seekers are on social media to some degree. They’re almost all using search engines to seek out new opportunities. And applicants have higher digital and mobile expectations than ever before. That said, it’s no surprise recruiters are starting to think and act more like marketers to attract and engage talent.
To effectively think and act like a marketer, though, recruiters must understand the way marketing has been moving and where it’s heading. With so many trends and strategies, it’s hard to keep track of them all. But a few weeks back, TechCrunch highlighted what they think is the next big thing in marketing: notifications. We see a lot of alignment with this trend in the recruiting world.
In this post, we’ll catch recruiters up on the evolution of marketing strategies, and why you should be thinking about how to incorporate notifications—or job alerts—in your own recruitment marketing strategies.
Understanding How Marketing Models Have Evolved
For years, a fundamental shift has been taking place in marketing. Companies are transitioning resources away from traditional outbound efforts (trade shows, TV commercials, billboards) that push information onto buyers, toward modern inbound efforts (blogging, social media, SEO) that pull them in with high-quality, sharable digital content.
Because the business case is so strong for inbound marketing, a “content arms race” is emerging, meaning companies are competing for attention based on their ability to create good content. This has been coupled with the ever-rising use of display ad networks, which are essentially billboards for advertisements on videos or websites or apps companies are leveraging to engage and reengage (or remarket to) buyers.
But here’s the rub—people now have so much information at their fingertips and opportunities to experience content that it’s becoming more and more difficult for companies to standout among the rest. And then the “always on” aspects of mobile amplify this challenge. Marketers aren’t just competing for attention on desktops, they’re competing everywhere there’s an Internet connection.
Enter notifications. Notifications offer a way to cut through the noise and reengage people who have interacted with your company in some way. This requires good enough content for someone to opt-in in the first place, but once they’re in it’s then a matter of nurturing them with even more good content and providing them opportunities to come back.
It is within this idea of notifications—or job alerts—that there’s a goldmine of opportunity for recruiters to cost-effectively and efficiently connect with interested job seekers (who opted-in to hear about open positions) time and time again.
The Role of Job Alerts In Your Recruiting Strategy
It makes little business sense to concentrate a majority of resources—time and money—to just getting people to your careers site or requisition on a job board one time. If their resume gets passed over by a recruiter or if there aren’t any positions open at the time, unless they’re really deadset on working for your company, you’ll likely never see them again. Any marketer will tell you this is a very outdated way of thinking.
To capitalize on the fast pace of the Internet, some innovative recruiting organizations have started including calls-to-action across their apply flows that allow job seekers to receive email notifications on similar positions. In many cases, this is nothing more than a simple call-to-action to enter an email address.
Once job seekers opt-in to receive job alerts, the automated system can then nurture them weekly or monthly with relevant, personalized emails about openings—often matching location and position-specific parameters they chose in the first place. This way, the investment in getting a job seeker to the site doesn’t just pay for itself, it pays dividends by lowering cost-per-applicant over time.
There are many benefits to this “notification marketing” type of approach, but the lower cost-per-applicant tends to turn recruiting leaders’ heads the most. When the organically growing talent pipeline receives email notifications, job seekers who may be passive or active at the time and familiar with your company have an incentive to look into your openings 30, 60, 90, or more days out.
In one example from a large consumer products retail company, we saw cost-per-applicant drop from $30 to $.05 and the quality applicant delivery timeframe cut by two weeks. There are many other benefits aside from cost, and in the next post on this topic we’ll dive into them. They include more visibility into talent pipeline strength, freeing up recruiters to focus on value-add activities, and much more.
Interested in learning more about what it takes to build a modern candidate experience? Check out our new paper, “A Comprehensive Guide to Winning the Talent War in 2015.”