What’s the purpose of marketing? To build a brand and to grow a healthy pipeline. What’s the biggest challenge in marketing? To stand out from the crowd. If you can’t differentiate yourself from your competitors, you will have a hard time building your brand. Unfortunately, there is no easy solution for this challenge, but gamification in marketing may…
Employer branding is no longer in its infancy. For some organisations, especially those that put a premium on innovation, it is a critical element to remaining competitive. It is used strategically and operationally to influence potential, current and ex-employees. For others, employer branding is still seen as outside of the normal realm of HR operations.
Forces at work
This imbalance stems from the way in which employer branding has been dumped upon the HR profession. Globalization has brought with it problems and opportunities, especially in relation to talent. Just as talent has become a critical asset, talent shortages have hit not just the West but also the developing markets of China and India, which Western corporations relied upon.
It’s a basic economic principle that scarcity puts power into the hands of the supplier, and in these days that is the empowered worker. Employees have long since said goodbye to the idea of a job for life (or even a decade) and are increasingly acting as consumers in a crowded market.
We are witnessing the rise of a new generation, the ‘Millennials’ or ‘Generation Y’, with 30 million entering the workforce in the US and 51 million in Europe. They are young, ambitious people whom rapid career advancement and work–life balance are requested in the same breath, along with financial strength and high ethical standards. Is HR ready to embrace the challenges of attracting and retaining this new demographic?
Sharing the responsibility
Employer branding is the result of seismic changes in the world, which until recently HR had been left to wrestle with. It has been forged in a period of rapid globalization. In the same way that the speed of technological growth means that IT students are learning things that will be obsolete within three years, traditional HR skills are not capable of tackling the new environment. HR requires a reorientation.
So far, HR in many organisations has had a somewhat ad hoc or piecemeal approach to employer branding. However, through the chaos and confusion, order is emerging. Innovative organisations have started to take the first steps towards the kinds of strategies that will be required to gain mastery over the current environment.
Employer branding and reputation management have the power to give organisations the competitive edge in attracting and retaining its talent. As jobs for life disappear, job security declines and traditional differentiators such as salary and compensation package lose their pulling power – the employer brand has emerged as the true differentiator. Learning its lessons from consumer branding, employer branding seeks to induce affinities and loyalty through identity.
Increasingly, therefore, the aims, messages and methods of consumer branding and employer branding are overlapping. Both departments – marketing and HR – are now sharing on a more equal level the responsibility for fulfilling corporate goals. As a result, there is a co-dependency at play and it makes sense to share knowledge, expertise and strategic vision across the organisation. The outcome of these efforts in employer branding should be a daring and ruthless pursuit of an honest, unique and clear Employee Value Proposition (EVP).
As employer branding moves into maturity, the time and planning involved will increase, but so will the returns in the long term. Data from the corporate executive board quoted in The Economist suggests that effective EVP management can bring tangible benefits. Savings include a 20% increase in the pool of potential workers, a four-fold increase in commitment among employees and a 10% decrease in payroll costs.
Employer branding leaders are matching their global corporate credentials with a global employer brand, creating a consistency of message and experience wherever talent comes into contact with them. In the age of blogging, companies can no longer communicate disparate or contradictory messages in different locations.
Furthermore, the importance of the internal to the external brand is exploding. As employer branding rises up the list of corporate priorities, more power is being given to align the internal truth with the desired employer branding message.
Finally, strategic employer branding also includes usage of benchmarking and metrics to measure success compared with the competition. Every company has an employer brand, but do you know what yours is doing for your company? What are the metrics for success? It’s not how many awards you win for your campaign posters or online application. It’s not how many hits you get to your career website. It is about how the people your efforts brought in, which affects the bottom line. It is knowing how many people in your company want to move on as soon as they get a chance. It is knowing what your staff say to the people they meet about their job and company.
To top that off, if you have addressed your EVP successfully, what they say will be true, it will be in line with everything else they expect of the company and it will appeal to the groups of people you want to work for you.
The future is mastering your environment. Are you ready to embrace your future?
To attract great candidates to your organization, you need to apply great recruitment marketing skills into your recruitment efforts. It’s important to keep in mind that job seekers have nowadays changed the way they look for job opportunities. Regardless of the size of your organization and how much you are willing to spend, the following are the proven steps to help you develop successful recruitment marketing plan with an aim of attracting the perfect kind of talent to your organization:
- Develop effective content marketing strategy
Develop content that best describes the culture of your company. This is because prospective hires will want to know why working in your organization is interesting and how it will align with their aspirations. They will want to work for an organization whose values they believe in. In this case, you should consider including a list of benefits of working for your organization. The content should be regularly reviewed and adjusted since the key is to get candidates interested in the job vacancy.
- Content distribution
Share content on your social media pages with links back to your website or blog. Keep in mind that first impressions count. You can reach your desirable candidates via email, text, phone call, blog or via any social media channel. In order to get your desired result, it’s important to know the right message to communicate to the candidates.
To ensure successful recruitment marketing, you will need to track progress and make real time progress. Analytics will help you discover characteristics of the best candidates and will also help you discover where, when and how you can effectively distribute content so that it will reach the right prospects.
The use of recruitment marketing software will help you track engagement and growth of your audience through metrics. It will also help you address specific recruitment challenges so you can update these practices,
- Engaging the new hire
Even after hiring candidates, you still need to ensure having an engaged workforce. Make sure that you are well informed about competitor intelligence and market changes. Developing internal communications to keep employees informed about exciting things about your organization. Regularly remind them why they love working in your organization and keep them updated of new job opportunities. Employees feedback will help improve engagement which will lead to success of internal programs, and the attraction of top talent.
Why Care About Recruitment Marketing
Recruitment marketing means marketing your organization to candidates. It can also mean positioning your organization as a great place to work so that all desirable candidates who have the ability to propel your organization will choose you over your competitors.
The major reason of why you should care about recruitment marketing is the fact that you will be able to convince candidates that working for your organization is the best choice they can make.
Recruitment marketing software is a must have for organizations looking to secure top candidates.
In marketing, content is king. With the widespread adoption of social media, marketers are becoming more like publishers, generating content to educate and engage customers, rather than promote their products.
Recruitment organizations are also reaping the benefits of content marketing. Good content has proven effective in establishing relationships with candidates and enhancing the perception of the talent brand. Such valuable information helps candidates professionally, builds trust, and creates positive feelings toward the company. The end result is an increase in talent acquisition effectiveness. According to research, a strong talent brand can translate into 50 percent savings in cost per hire and 28 percent reduction in employee turnover.
Unfortunately, the amount of recruitment content available today is truly overwhelming. Everyone is doing it. And that’s not all, 76 percent of recruitment organizations plan to increase their content marketing budget, according to the Content Marketing Institute. Those who are using static content — like white papers, webinars, and blog posts — are finding it difficult to stand out. There is simply way too much to read and watch. Candidates can’t absorb it all and are confused as to which one to consume. Yes, one white paper may be better written or designed than another, but how much does it matter if it’s downloaded and never even opened? The expanding number of such content may exceed the limited supply of interest in what some warn as a “content apocalypse.”
So what does the future hold? We see a future of recruitment content marketing that is less about the impact of words, and more about the experiences created and actions triggered.
Interactive Recruitment Content Marketing
Interactive content is a seldom-used secret weapon for winning the intense competition for candidates’ attention. The purpose is to foster a two-way conversation that requires the candidate’s active engagement. Interactivity brings the enthusiasm and influential power of a real live interaction, to a job ad, career page, blog post — or anywhere else you might want to attract your candidate.
Unlike static content that may or may not even be consumed, interactive content creates an exchange of explicit data between participants. Engagement and consumption of interactive content can easily be tracked and reported on. Using the white paper example, the employer branding professional knows only if that content was downloaded — not if it was read or shared. On the other hand, the engagement with an interactive white paper can be specifically measured down to which actions were taken and for how long. Using this data, recruiters can measure with complete accuracy the relative effectiveness and value of their content marketing efforts.
Interactive content is a unique differentiator. Other than being more approachable, it offers clear usefulness and utility — less time and effort, and more value. And until every employer branding professional is an interactive content marketer, your recruitment organization has an instant competitive advantage.
Interactive content marketing is effective because it taps into our competitive nature to compete, share their opinion, and have fun. Winning interactive content encourages the user to interact, enjoy the process, and gain valuable insights about the employer and its culture without the feel of being targeted. The primary focus is on discipline while the second is on conversion.
If you are developing interactive content, gauge success of such recruitment marketing campaigns by total shares or average session time instead of click-through rate. But it’s neither about you nor about direct lead generation. The thinking should be around giving value to your candidates to make them want to apply to your job opportunities if there’s a mutual fit.
Are You Ready to Lead the Interactive Content Marketing Charge?
Building interactive content can be time-consuming and expensive compared to more traditional approaches such as blog posts and white papers. Not all recruiting marketing teams are avid publishers, and most brands don’t have adequate human and technical resources to easily produce interactive content. Not only will you need to come up with ideas and write great content around them, interactive content requires design and development skills. It’s hard enough to keep a steady flow of relevant and optimized content, let alone embed interactive experiences into such content.
Recruitment marketing organizations that put candidates’ interest at the heart of their interactive content marketing initiatives and not get blinded by lead generation tactics will flourish and lure candidates away from their competitors. As the content marketing surge continues, new and creative ways of building highly engaged talent communities will be required. Candidates will expect something special, not just an opinion and a well-written article.
3 Common Types of Interactive Content
Infographics are one of the most shareable types of content. They generate 45 percent more search volume and traffic than most content. So how can you go a step further and make them interactive?
Infographics are already visually stunning, but they can still create greater engagement beyond simply scrolling to view them. An approach is to get users to click in different places of the graphic in order to reveal more information. Engagement is elevated because it encourages kinetic learning; that is, people will learn and retain information more easily through intervention (even minimal ones such as a click).
Quizzes can help you gather candidate persona information over time. Much like infographics, they increase engagement and generate leads because of their interactive nature. An example would be to use your images and create a sliding puzzle. Candidates would play the puzzle in order to uncover some information (e.g. company mission, employer values, corporate event, etc. …) about your talent brand.
In the content marketing world, video is still probably the most engaging format you can create. Still, videos are a relatively static medium. Interactive video gives your audience the choice of engaging and taking part in the video as opposed to simply viewing it. Viewers can interact with certain elements by clicking on them, or even touching the screen if the video is optimized for mobile devices.
Making one could be as simple as adding interactive hotspots, which are basically motion tracking tags that follow a person in the video. A viewer can click on these hotspots and learn more about what’s being tagged — giving you an opportunity to provide more information on your employees or even corporate culture.
Distributing Interactive Content
What good is content if people don’t actually see it?
In fairness, as with any content, the distribution of interactive content is a matter of getting it in the right places to the right people. As always, start with your owned media. Your candidate list from your CRM, and other connections, are the first source of traffic you should tap into. You should also distribute them on social media through paid ads to increase your reach.
Talent communities are also a great source of traffic. Generating awareness and connections with the members of niche communities can provide you with a loyal audience. The more people love your content, the more it’ll get shared on social networks.
If you’re not already using any of those, first determine whether your target audience is there. Then test on a small scale and increase your budget as you see results come in.
The common thread that ties these various forms of interactive content together is the word “yes”: When candidates interact with your content, they’re not just reading, watching, or scrolling; they’re committing to the content and giving you a “micro-yes” every time they click or progress through it.
And when they arrive at the end of a particular piece of interactive content, the likelihood of their clicking a call to action or applying to one of your jobs will have become higher. They’ve already invested in the content itself; conversions will therefore increase.
If you take a look around, possibly even in your own organization, human resources is not always the most popular department. The bigger the company, the less relevant and less visible their activities seem. As a result, HR departments are not only looking for ways to actively engage their existing employees, but are also seeking strategies and tactics that will differentiate themselves as an employer. What does your brand say about you as a potential employer?
With constant tech innovation, gamification has quickly become a buzzword in the recruitment field. But to take it beyond the buzzword stage and truly benefit your employer brand, you need to weave gamified recruitment into the fabric of your recruitment strategy.
Applying gamification to HR is not an entirely new concept. In his book, Employer Brand Management: Practical Lessons from the World’s Leading Employers, Richard Mosley explained that many employers, as early as the late 1990s, introduced elements of gaming to their career websites and portals. The trend “is moving toward a more immersive online environment that gives potential candidates a much richer taste for the kind of employment experience on offer to them.”
Despite early efforts and growing popularity, gamification is still just a concept for many. The Aberdeen Group published research that indicated that HR departments have been slow to adopt gamification strategies. In 2013, only 17% of organizations had applied gaming techniques to their HR activities. This is gradually changing as success stories begin to emerge.
Whether you use gamification for recruitment, testing candidates, building awareness, onboarding, continuous employee engagement, organizational change, or all of the above, gamification differentiates and boosts increasingly diverse, memorable and unique employer branding strategies.
Demonstrating your values
Gamification makes the HR process fun for potential and current employees, and keeps them engaged. Keeping that kind of positive attention it creates focused on you in an increasingly competitive and fragmented employment landscape is key to your identity as an employer. A big part of that is being able to show (and realistically simulate) your company and organizational values in an interactive way. A company can too easily be seen as a monolithic entity with a set of stagnant rules (the dreaded “employee handbook”) but gamification can breathe life into your company identity and show the world who you are and why candidates should clamor to join. Through gamification, you can really showcase your employer brand and engage people to aspire to be a part of.
Fun and interactive HR processes = a memorable brand
Entertainment value goes a long way toward generating engagement and memorability. Particularly in highly competitive sectors, employers need to vie for qualified candidates in much the same way that candidates compete against each other to get hired. How can an employer in this environment offer a uniquely compelling candidate experience, maximize HR resources and ultimately make the experience entertaining?
Put it to the test!
Incorporate gamification into your employer branding strategy! There are lots of ways to do this, But whatever you do, do it now. Gamification in HR processes may be a gradually growing trend, but things are speeding up and you do not want to be left in the dust!
In the world of talent acquisition, it is all about hiring the right person at the lowest cost and at the right time.
After talking to numerous global companies in a myriad of industries, it has become clear that recruitment has unfortunately become an afterthought. Sourcing and recruiting are done as needs come up, and there are very few repeatable processes or procedures in place. Interviews are done differently every time, based on interviewers’ skills, experience, and domain knowledge. The lack of reliable scoring mechanisms produces inconsistencies with no meaningful data to assess and compare candidate profiles.
Add to that scenario the hiring manager’s needs and inputs. The challenge then becomes how to make an effective hiring decision that can be justified with quantifiable data.
It is becoming increasingly difficult to become one of the best places to work, and we all wish that there was a magic formula to achieving that status. The companies that get there are the ones that are able to attract, engage and hire top notch talent through data-driven employer branding strategies.
But before crafting such a strategy, talent acquisition leaders first need to understand their organisation’s current level of maturity and social media adoption. The term “maturity” refers to the degree of formality and optimization of processes. Using “reactive” and “proactive” strategies as endpoints — a reactive strategy might involve copying and pasting job descriptions from one social channel to the next and then waiting for the applications to flow in, while a proactive one forecasts future openings, and relies on relevant data and social media outlets to engage and attract quality hires.
The Capability Maturity Model was devised by the Software Engineering Institute, a R&D center sponsored by the U.S. Department of Defense to help improve existing software development processes. In this model, organizations go through ad-hoc practices, to formally defined steps, to managed result metrics, to finally active optimization of these processes. Since talent acquisition is a process-driven activity, can the maturity model be effectively used to gauge its level of maturity?
The CMM model has five levels and businesses cultivate new tactics as they progress through each level. In software development, a truly reactive strategy could take about two to five years to reach the top level, although not every company will move through the model in the same way. Below is its application to social recruitment.
Level #1 — Initial (or Random Acts of Recruiting)
At this first stage, positions are filled as they become available. Organizations rely heavily on job boards and their not-so-mobile-friendly career site to advertise their openings. They are using outdated technology for applicant tracking, or even basic tools like spreadsheets and emails. Talent acquisition is really seen as an afterthought.
Social engagement is bottom up and led by individuals who have a passion for social media. An example of this might be a recruiter posting jobs or searching on social channels for candidates via their personal account.
Level #2 — Repeatable
Companies that have reached this level of maturity have developed a better appreciation for the importance of high-impact talent acquisition and social media. Recruiters may start building talent pipelines by working more closely with hiring managers and senior leaders.
Value creation is still limited to the ability to disseminate corporate messages to attract candidates. Engagement with external stakeholders’ is at its early stages. Technology needs become more apparent, but truly integrated systems are not yet in use. An example might include an organization manually posting company updates and jobs to a LinkedIn company page, or tweeting company updates and jobs from an official company Twitter account. Organizations implement cloud-based ATS to better manage internal workflows.
Level #3 — Defined
At this level, the adoption of social media extends to mass collaboration and becomes a part of the culture. Social engagement starts to materialize through these internal networks and external communities. Recruiters take a leading role in cultivating and formalizing the employer brand, and start nurturing their talent communities. Marketing see the positive impact of such social recruitment campaigns and begin to reap the benefits of such synergies. Essentially, what candidates experience when engaging with an organization makes an impression which they will eventually share across the social networks.
By enabling such collaboration across all levels and by capturing and putting into action the resulting insights, organizations can truly begin to realize demonstrable business value.
Level #4 — Managed
Reaching Level 4 requires more enterprise wide technology and more cross-platform strategies, combined with stronger external and internal relationships. Senior leaders start supporting proactively changes in HR and see it as a competitive advantage. Social media sourcing, employer branding, and community recruiting programs are all in place and running efficiently. Talent pipelines are healthy and growing.
Hiring managers now need to make sense of the data gathered from these programs in order to tweak their social engagement strategies for greater impact. KPIs start to be formalized and monitored.
Level #5 — Optimized
The highest level of social recruitment maturity is the ability to use big data to optimize business outcomes. Examples include the analysis of resourcing insights and people analytics to identify long-term recruitment challenges and anticipate changes in the workforce. Real-time website and social analytics metrics are driving the talent marketing strategy.
Action Plan to Get There
Having a proactive social recruitment strategy requires more than just having the latest HR technology and dumping career related or job posts on social channels. Recruitment leaders should view the progress of their organization towards maturity as a continuous improvement journey. In essence, recruitment organizations can become optimized when HR leaders have internalized the following four points.
1. Demonstrate a strong knowledge of the company’s strategy, and actively participate in the direction of the business and its human capital.
2. Adopt a forward thinking approach and try to anticipate cultural changes in the workforce (e.g. millennials). Some changes can be unforeseen; respond quickly to such challenges and avoid disruption to business operations.
3. Use data to improve hiring and social engagement decisions. This consists in collecting and analyzing meaningful insights to measure performance and optimize social recruitment campaigns.
4. Stay ahead of the social recruitment curve by investing in new products and services that will help automate and rocket fuel talent marketing and employer branding campaigns.
The biggest asset for any company today is its workforce. Because of that, businesses are moving from just “hiring people” to hiring the RIGHT people, at the RIGHT cost and the RIGHT time.
As a part of this transformation, many recruiting organizations are moving away from a reactive, traditional model and towards a proactive, strategic one. They four key per-requisites of this new approach is:
- Developing sourcing expertise in-house.
- Using automation to personalize their job opportunities.
- Ensuring the right talent brand messaging is in front of the right candidates.
- Giving recruiters access to the right talent pools.
So once you gauge the maturity level of your recruitment organization, you will be able to focus on developing a road-map and building a more efficient and proactive team.
Take this quiz to find out what stage you are in:
By now, you must have gotten on board social media in order to recruit new employees. However, due to the large amount of advertisement done via social media platforms, you are struggling to get your jobs noticed. Rest assured you are not alone. This is mainly due to the fact that your plain job ads are not standing out for candidates to see, and are being overtaken by creative content that your marketing team is creating and distributing.
Luckily here is hope for recovery if your business is struggling to make social media work for you. How are your recruiters supposed to find and hire the best talent unless they can attract them to the brand in the first place? This is where learning important marketing skills can come in handy.
So how can recruiters think like marketers? They need to promote their employer brand as something compelling and unique. For example, you can survey current employees and potential recruits to find how they perceive your organization and also how that differs from the image that you are actually trying to convey to potential hires. Another approach would be for your recruiters to survey employees to rank what they find most important about the workplace, in order to compromise and make the workplace inviting. Most importantly, you need to figure out what you can offer that your competitors cannot, and highlight this aspect during your recruitment campaigns. For example, Home Depot created multiple Facebook pages: in addition to a general page, they have a recruitment page where their job postings are listed, as well as a page showcasing the volunteer work their employees perform, which has shown to improve their employee engagement. The Social Media Examiner also listed a number of case studies on the topic. For example, Zappos, an online clothing retailer, uses social media to show their unique employee culture by posting inside looks at the company. They also tweet questions to their employees to answer publicly on Twitter.
In addition to thinking like a marketer, another thing to keep in mind is your “call to action” (CTA) mechanism. Is your job ad compelling enough to entice candidates to click on them and apply to your job opportunities? It is important to know the psychology behind call to action as well as how to make yours stand out. People using the Internet are overwhelmed by advertisements and emails all day, every day, and after awhile, everything starts to look the same and people stop paying attention. That is why it is so important to catch their eye and hold their attention long enough to get them to press that button. A blog by Hightower, a recruitment advertising firm, gives some pointers. For example, compelling colors are often what attract the eye on the webpage. Pick a color for your “CTA” button that contrasts with your design, so that it stands out. The button should also be large enough to be noticed almost immediately, as many people won’t bother reading everything on the page before they’re onto the next thing. Make sure your CTA is clear and tells the reader exactly what that button will do, and use active verbs such as “sign up.” Adding “now” or other immediate action verbs will create a sense of urgency.
There are other ways that posts are being structured to attract an audience in social media. For example, with increased Internet usage through mobile devices, the firm should make sure that their web presence is mobile-friendly. If it is difficult to read your text or reply to your ad through a mobile device, a good portion of the potential recruits could be lost because they could not navigate and gave up. Make sure that your call to action button is big enough to be easily clicked by those using mobile devices. Also surround the button with white space. This will make it stand out more and will also make it easier for mobile users to click.
Another key to attracting recruits is to create concise, focused job descriptions and utilize SEO keywords so that your ads are seen even in search engines. The concise job description will help narrow down the amount of unqualified recruits you get responses from, as well.
There is much to consider when it comes to making your ad stand out in the sea of social media ads. These tips will help make sure that the type of quality recruits you are searching for see your ad.
With technology and social media being a big part of everyday life for a majority of Americans, it is no surprise that businesses are turning to social media now in order to get their brand out there. Social media sites like Facebook offer a relatively low-cost form of advertising, and the ability for your followers to share your advertisements with friends and family with an easy click of a button.
With all of the advantages of social media, it should come as no surprise that employers are also starting to use this form of communication with the public in order to recruit new members to their staff. So how exactly is social recruiting on Facebook better than other methods? We turned to HireRabbit for some answers.
Facebook helps your company gain more traffic
Not everyone on the internet follows blogs or will know how to find your website, however a large amount of internet users are on Facebook multiple times a day and will be more likely to come across your advertisement there. According to an article on Slideshare, two-thirds of the world’s internet population visits social network sites, and the sector now account for almost ten percent of all internet time. Facebook now leads in this market, as recent data suggests that there are 222 million unique hits on Facebook. Some also believe it is easier to apply for jobs through Facebook than some other channels.
There is a diverse talent pool
Through social media sites like Facebook, your efforts can be taken globally, as people all over the world use Facebook. In fact, only 29.3% of traffic on Facebook is from the US, according to the Slideshare article. You will also find a diverse set of people this way – from students, to people looking for seasonal work, or people that are part of a niche that fits what you are looking for.
Facebook boosts your company’s image to potential recruits
In addition to show that your company can be innovative by following the current trends, i.e. social media, frequently keeping your page up to date and communicating with posters on your page will show that you are a company that is responsive and will interact with your employees as well as your customers.
Facebook increases employee referral activity
Since sharing your advertisement is as easy as pushing a button, employees will more easily be able to get the word out to anyone who happens to be on their friends list. You also have the advantage that people who don’t even work for you will start sharing your posts as well, effectively advertising for you for free. Facebook also assists with this if you have an app for your business; whenever someone installs your app or likes your page, Facebook will tell their friends via their timeline that they liked this app or page, thus suggesting it to other people without you or the friend having to do anything further.
Facebook allows you to attract passive candidates.
Some people are less likely to aggressively go looking for a job, and prefer to let opportunities arise to them. This could be because they are out of ideas where to look, or maybe they aren’t even currently thinking about a different job. However, through Facebook’s ad manager, you can set up targeting to show your ad to a specific audience. Targets can be location, gender, age, or general interests. This may catch the eye of those passive recruits and make them decide to apply. Ad targeting can also ensure that you are getting the employees you want in your company and filtering out employees that wouldn’t be as good of a fit.
Facebook will connect you to college students
College students are one of the highest demographics on Facebook. Advertising here will attract young, fresh minds that are looking for one of their first professional jobs. You can mold these minds and teach them the way your company does things.
Don’t just take our word for it; Forbes released an article outlining a few success stories that large companies have shared about recruiting via social media. For example, UPS, which operates in over 200 countries with around 400 thousand employees, started shifting their recruitment strategies to include social media. This has allowed them to hire more globally. They also created a video that was shared on social media, called “Women in Transportation,” which highlighted women in roles form executive leadership to van drivers. This helped to showcase their diverse employment opportunities.
Sodexo, the world’s 20th largest employer, has been on social media since 2007. Their strategy has been to show what it’s like to work for them. Since advertising on social media, there have been over 15 thousand downloads of their job finding app, and over 107 hires.
Home Depot also uses social media to their advantage. Their strategy is to use social media to follow up on applications, to ensure that they don’t enter the black hole that many seem to find their applications in, where they never hear a response. They are also a very active community, with surveys on their page as well as employees sharing their first day at work or sharing updates on how their local store is performing.
So, if we’ve convinced you that recruiting via Facebook is a good idea, now you are probably wondering how to get started. It’s pretty easy, actually. Here’s how to start:
Create your business page on Facebook and get to work sharing content and gaining a fan base. Invite people that are already interested in your company and post content that they would like to share with other people. Be sure you are posting more than just advertisements; keep your followers interested in your page. Also be sure to set up opportunities for your fans to communicate with you through the page, and respond often to show that you are interested in them. Sharing your experiences in the business and whatever you learned while getting to where you are is also a good way to be not only interesting, but transparent, and will show potential recruits that you are willing to teach what you have learned.
Social recruiting is here to stay.
Recent statistics show close to 90% of recruiters use or plan to use social networks to support their recruiting efforts. But being social is not enough on its own. It’s a fiercely competitive labor market and a growing number of recruiting professionals are not doing it correctly. Ingredients of an effective social recruiting strategy would consist of showcasing the employer brand and engaging candidates like a marketer would engage customers in order to attract quality talent.
It is key to build and nurture longer-term relationships with the right candidates. If your company is serious about hiring these highly skilled individuals then you need to have a cohesive social recruitment strategy. So, how do you make it work? The following are five common overlooked realities on how to effectively use social media to source and acquire talent.
Stop focusing too much on LinkedIn.
Facebook is still, by far, the largest social media site with 890 million active daily users and 1.35 billion users overall. Recruiting via this platform has the chance to be successful mainly because of the average age of its users. The world is rapidly getting younger (e.g. 55% of the US workforce will be under the age of 35 within 3 year) and this younger generation is growing up on Facebook, so this would be their go-to guide for whatever they are searching for. LinkedIn is more focused on the working professionals with college degrees and experience and doesn’t particularly target entry level job seekers or the average work force.
“Push” Marketing when you should be “pull” marketing
Most recruiting professionals make the mistake of thinking that social media is just a quick and easy tool to blast their jobs ads and recruiting posts out to large numbers of prospects. Then, they are stunned when nobody is clicking on their posts or applying to their jobs.
The reality is that it is just too easy to click away, ban, or worse, report you as a spammer. To win on recruitment with social media you have to attract or “pull” talent towards you. Candidates are attracted to you via your message and the meaningful content you share on social media. They need to be engaged first and feel that you are genuinely interacting with them to make the want to look at your job opportunity and eventually apply to them.
One of the best ways to “pull” talent on social media is to be useful and informative to your social community on a consistent basis without the expectation of wanting them to apply immediately. This approach will help you grow your talent pool which you can tap into whenever you wish. A pre-qualified talent pool is much more valuable that applications for specific posts.
Don’t be everywhere
The most influential social networking channels have an estimated 2 billion unique monthly visitors. With that kind of traffic, it is very appealing to want to implement your recruitment strategy across all these sites, reaching as many talent as possible. However, being everywhere takes a serious commitment of both time and energy. And your brand may even risk being dilated as you can’t possible tailor your content well to each social channel without having to fall behind on your other commitments.
A focused approach is what you need to adopt. Figure out which site (or even two) you should be on – basically the ones where your ideal candidates are on – and then spend your time finding, creating and sharing great content and engaging with them in a consistent and meaningful way. In short, it is better to be really good on one site than average on many. In essence, you are focusing on quality rather than quantity.
Be authentic and transparent
Refrain from posting and sharing content based on what you think your talent’s interests are. You would be falling short in portraying your employer’s culture and brand. This may risk disappointing quality talent once hired. Instead, work on gaining and keeping their trust to simplify the process of acquiring quality hires.
Being authentic and transparent is a major component in developing that trust. It is advisable to spend some time to think about where recruiting interests lie, both on personal and organizational levels, and to devise a cohesive strategy to merge the two. Then create four to six high-level topics around those interests. They key is to be yourself and deliver high-quality content consistently around the things you and your company believe in. You will experience far more engagement with your fans who will become your brand ambassadors, and eventually your next hires.
Klujo is the next generation of marketing automation solutions that uses gamification to help organizations engage with their audience to effectively turn their online community into qualified leads and candidates.
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