Every business benefits from a diverse spread of top-rank employees. Despite all the vagaries of the business of succeeding, people are the heart of growth and progress; People that passionately believe in the company mission, people for whom success for the company is a personal goal as important as any other. The curating of a great team is one of the great, relatively unsung elements of any truly successful company with its eye on the future.
Recently, we covered the latest ideas and strategies in employer branding over a five-part series. The individual pieces of that series are available here:I: Employer Brand Definition, Strategy, & Benefits. II: 12 Examples of Great Employer Brands III: The Best Employer Branding Software Solutions. IV: New Employer Branding Ideas V: Employer Branding vs. Recruitment Marketing.
This week, we’ll present a crash course in recruitment marketing, which is – in one understanding – the practical use of your rich employer brand to attract the candidates that will help realize the dream of your company by adopting the organization’s mission as their own. Recruitment marketing is about attracting great candidates with a lot of options laid out before them, and drawing them into your organization based on the crystal-clear picture you’ve painted on social media and elsewhere about what a great place to work your company offers.
To put a finer point on it, recruitment marketing is about promoting your healthy employer brand using classic marketing methodology to draw the best talent to your company. We’ll note here that in order for recruitment marketing to be a successful measure, you’ve got to have a company that has an employer brand that travels well. There’s little traction to made in trying to pawn off a faulty culture as healthy, as word will travel fast that your recruitment marketing efforts are based on false promises when you haven’t done the real work of making your organization a place where people are happy to work and likely to recommend their employer to friends. This will seem like an obvious point to many, but it’s worth reminding readers that today’s job seekers – especially young talent – are incredibly savvy.
Traditionally, there are four phases to the recruitment marketing funnel:
Phase one: Make your organization visible to candidates. Since top talent is largely passive, having most likely secured satisfactory employment, remember that they’re only keeping an eye open for jobs that seem much better and more fulfilling than the ones they have now. You want to lean on fabulous content that draws in candidates and makes them begin to speculate whether the grass is perhaps somehow greener on your company’s side of the fence.
Phase two: You want to create a consistent interest in your company. In the best outcome, you’ve caught the eye of prospective talent and now just have to work on reeling them in. Keep the message of your stellar company brand in the conversation. Make it so potential candidates simply can’t ignore the promise of working for your organization, even if they’re securely employed for now. The idea that we could somehow be doing better is hardwired into humanity.
Phase three: Differentiate yourself from the other fish in the sea. You’ve made yourself known as a great place to work, now is the time to solidify in the minds of candidates why your organization beats all others. Begin circulating details about available open roles and benefits, and give candidates the information about your company that they need to decide whether or not to make a long-term nest at your company.
Phase four: Bring those candidates in with a streamlined interview process that will make them ultimately choose your organization over any other that may be tempting them. Let them know how much they will make about make sure you make it clear that roles are long-term and can lead to major professional development opportunities
So how do you set up a recruitment marketing strategy that can drive hiring and lead to company success? Here are a few important strategy markers you want to make sure you’re on top of and fully prepared for as you manage a recruitment marketing campaign.
Figure out a system for measuring goals: Whatever it is you want to accomplish via hiring and the enrichment of your workforce, figure out a set of metrics that will let you know that your recruitment marketing campaign is working in just the way you intended.
Make sure you’ve designed roles specifically, so that incoming talent has a solid idea of what they’re interviewing. Specificity helps. Remember, once candidates are hired, the mantle passes to them to pass on the good word about your employer brand. If they’ve been lassoed into a role that was not a direct match for how it was sold, they’re sure to report negatively about working for your organization.
Also an element of employer branding, a big part of the job is zeroing in on an ideal candidate template. You can’t appeal to everyone, and the sooner you’ve defined where you want your culture to grow, you can begin to put together a practical avatar for just the kind of employee you want to attract. And that avatar becomes a remarkably helpful target to focus marketing efforts towards.
Pick your channels. Now that you’ve got an ideal candidate template, hone in on just where you’re most likely to find candidates like that. Social media outreach and in-person networking events are always viable options here, but you’ll need to do your research to determine where to focus your efforts.
Content, content, content. Create a content calendar. Quality content that displays just how real employees really feel about their jobs is the most intoxicating elixir you can hope to brew, because it’s ultimately convincing.
And while you’re at it, make sure that content covers every part of the application process. Research shows that candidates rarely apply on their first visit to your careers site. They’ll come back a few times before they apply, so make sure you have content that is valuable and pertinent to them at every step of their job search process.
We’re not going to factor ourselves into these pieces, but if you’d like to learn more about us please visit Comparably to learn more about the company and the tools we offer.
Tomorrow, in part two of our five-part series on recruitment marketing, we’ll focus on the best software, tools platforms available to help enrich your company’s recruitment marketing campaign.