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- On August 6, 2020
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Recruitment marketing is the process of attracting candidates to your business. A good recruitment marketing strategy is a part of a larger marketing strategy, but this specific type of marketing is geared towards talented individuals who may be enticed to work for your company. Factors like employer branding, employee value proposition, social media marketing, company culture, and more all contribute to your recruitment marketing efforts.
If you haven’t considered your recruitment marketing strategy before, it’s never too late to start. If you have thought about what attracts candidates to your business, but your efforts haven’t been fruitful, improving upon your recruitment marketing tactics can still change the way candidates view your business.
Read on to find tips on how to implement and improve upon recruitment marketing so that your business attracts the best talent in your field.
7 Steps for Effective Recruitment Marketing
- Define your Goals
- Focus on Branding
- Consider your Candidate Experience
- Step Up your Online Presence
- Turn Employees into Brand Ambassadors
- Evaluate Regularly
- Work with a Recruiter
Define Your Goals
Before you start working to improve your recruitment marketing strategy, consider what you’re working toward. The general purpose of recruitment marketing is to attract top talent so that you can hire those candidates when needed, but consider your business and its goals more specifically. Are you looking to fill a certain position? Do you want to grow your talent network in general? Do you wish to attract more qualified candidates? Are you hoping to improve engagement or acceptance rates?
Figure out what your goals are so that you can create a strategy that specifically works towards them. It’s also helpful to define what your ideal candidate looks like. This includes factors like education level, skills, and experience, but should dive deeper to consider who will truly help your business grow. It’s also important to figure out what kind of candidate best fits into your company culture. Consider who your ideal candidate is in terms of their attitude, motivations, values, personality type, and more so that you know who you’re looking to appeal to.
Focus on Branding
Ideally, your brand should attract candidates that match your goals, values, and culture. If your employer branding doesn’t clearly showcase who you are as a company, however, you may not attract the right candidates. Without proper branding, candidates won’t know who you are or why they should want to work for you.
Now that you’ve already defined your recruitment marketing goals and your ideal candidate personas, consider what branding would attract those candidates and achieve those goals. If community activism is important to your brand and culture, make sure that is clearly reflected in your branding so that you attract candidates with the same values. If your company culture is close-knit and focused on teamwork, make that clear to anyone who visits your website, social profiles, and so on.
Consider your EVP: employee value proposition, or what value your employees get out of working for your company. Sure, a paycheck is an obvious value, but perhaps you also offer flexible scheduling, remote work options, career development, or other perks. Showcase these aspects of your employer brand to attract the best candidates.
Consider your Candidate Experience
How you treat candidates will reflect on your recruitment marketing. For example, if you have an extremely difficult application process or a Career page that is difficult to navigate, it may turn away potential employees. Make sure that your candidate experience is seamless, so that it’s easy for candidates to apply to positions at your company.
A poor candidate experience can turn away great candidates during the process, or may result in a lower acceptance rate when you finally offer the job. A good candidate experience will ensure that you don’t miss out on top talent, and can even create a positive relationship with candidates that you pass over for the position. Make sure that your candidate experience is constantly checked up on, or learn how to create a remote candidate experience when remote work is necessary.
Step Up your Online Presence
Today, most candidates research a company before applying. This means they’ll probably search for you online and find your company website and social profiles on LinkedIn, Facebook, Twitter, and any other platforms you’re active on. Make sure that your online presence clearly showcases your branding and other positive attributes of your business.
Your website should be easy to find, easy to navigate, and should provide any information a candidate (or client) needs to know about your business. If your website hasn’t been updated in over a decade, it may be time to refresh the design and update the copy. Make sure all links are intact so that it’s easy for visitors to flow from one page to another, and make sure all information is up to date. You should also make sure your Careers page is easy to find and makes applying simple.
Social media is more important than ever; make sure your social media pages give a clear picture of who you are as a company. Your social media accounts should be professional, but there’s also a little more room for fun on these platforms. Showcase your company culture with fun pictures from activities in the office, employee shout outs, awards you’ve won, and more.
Turn Employees into Brand Ambassadors
Your employees should act as brand ambassadors, expanding your reach online and helping to get the word out about how great it is to work for your business. Ask employees to share company news, blog posts, and more on their LinkedIn or other social accounts to spread the word about your business, its mission, or about open positions to bring in more applicants.
Not all employees will want to act as brand ambassadors. It may be necessary to incentivize it, or to ask a select few employees to promote your brand online to set an example. If your employees are satisfied with their jobs and want to help the company grow, however, they should be willing to help share your brand.
Evaluate your recruitment marketing strategy regularly to make improvements. Ask for feedback from both your employees and candidates who go through the application process to get a better idea of what attracted them to your company, what they think should change, and more. Use analytics, if possible, to find real data on how your recruitment marketing efforts are performing. Analyze each step, from branding to candidate experiences to your online efforts to see what areas need the most work.
Work with a Recruiter
Many businesses have too much on their plates to focus on recruitment and recruitment marketing. Working with a professional recruiting agency can take some of the burden off of your busy schedule, and ensures that your recruitment marketing is done right. Consider working with a recruiter to optimize your marketing to attract top talent.
If you need help with recruitment marketing or you’re looking for your next great hire, contact TalentFleX Solutions. Our team of skilled recruiters can help streamline your marketing efforts and take you through every step of the hiring process with ease, so your business can continue to grow.