Successfully recruiting talent is more than just posting jobs and waiting for resumes to ping your inbox. To attract the right talented and skilled individuals, employers (and recruiters) must put the right messages in the right places. With that responsibility in perspective, you can see why effective recruitment marketing strategies to source and hire quality candidates can be a complicated and complex process.
Effective recruitment marketing will take a little upfront time and attention, but the results of attracting more qualified candidates will be worth your effort. Keep reading to learn our recommendations that have provided us results time and time again.
Recruitment Marketing Starts with a Little Groundwork
Understand your target audience
It’s helpful to know who you are looking for, where they are spending their time, and how they prefer to consume information before launching your recruitment marketing campaigns. All our searches at AE Betancourt begin by creating a candidate profile and scorecard to ensure our efforts are focused on finding the right individuals to match the position needs. This includes noting key characteristics, goals, challenges, and plans of your ideal candidates.
This is critical to marketing the available position so you understand the language and terminology your ideal candidates use, what platforms they frequent, and the formats they most prefer. Sharing a new opportunity in a video placed on TikTok is going to attract a very different candidate than a written opportunity on LinkedIn. Likewise, the wrong tone and placement can also mean, missing out on opportunities to connect with your next perfect-fit hire.
Develop your Employee Value Proposition (EVP)
The Society of HR Management (SHRM) defines an Employee Value Proposition as “a strategic statement that defines how a company wants to be perceived by its employees.” An EVP establishes credibility with candidates and differentiates your company brand to attract top talent. In other words, it provides a reason why a person would leave their current role to work for your company.
To attract the interest of desirable applicants, employers should strive to accurately and effectively communicate not only what it’s like to work for your organization, but also what personal intrinsic value a new hire will gain. Lou Adler, in his 2013 book, "The Essential Guide for Hiring and Getting Hired", shares that most people are not looking for more experience when considering a job or career change. Rather they desire opportunities to make an impact doing something they find personally rewarding.
For individuals in healthcare or service industries, the reward is in helping others. They are seeking opportunities to share their knowledge, experience, and compassion. For someone in a technical field, that “why” is about uncovering new ways to apply their expertise along with opportunities to gain new skills. And for people in leadership positions, that personal value is derived from the prospect of making an impact on future business growth.
This means your job postings need to be much more than just a list of must-haves. Highlight what makes your company unique, whether that is your mission, core values, work environment, or social responsibility programs. And share what your ideal candidate stands to gain with the available position.
Creative Recruitment Marketing Ideas Anyone Can Use
Get the word out
Once you have a clear picture of who you’re talking to and the important elements you need to share, it’s time to focus on how you are going to take the conversation to them. For the purposes of this post, we’re going to detail three primary communication vehicles, but know there are plenty more options than these.
Social media channels can be a cost-effective way for the savvy employer to expand their candidate search. LinkedIn is perhaps the most thought-of platform for sharing career opportunities and searching for quality talent, but it’s not the only social site that can be useful. Here too, think beyond just the job posting. It’s also about positioning your organization as an employer-of-choice with the talent you most want to hire.
This means that Twitter, Facebook, YouTube, and Instagram are additional places to build up your brand and to generate awareness around career opportunities at your organization. Beyond posts for available positions, feature stories that highlight your culture and include visual content of workplace activities and events.
Besides LinkedIn, the other top-of-mind communication vehicle should be your website. Not only is it free of any space or character limitations that social media may have, but prospective candidates also have complete access to learn more about your organization.
There are a couple big, but important points to mention at this point though. First, that your website shares timely and relevant information to present your company in the best possible light. Second, there is an easy and convenient way for candidates to apply, with someone monitoring that email for incoming applications. If you have both of those items covered, and it fits within your larger marketing strategy, your website should be one of the primary methods of communicating new opportunities and who you are as an organization.
Think about how many email communications your organization sends to outside contacts on any given day. Now factor those occasional email sends like newsletters, event invitations, invoices, and various reminder notices. Your emails create an ideal avenue for recruitment marketing.
How you share the information can be as varied as the email messages themselves. In a monthly newsletter you could provide specific job opening details and a link to apply directly. Invoices could include a simple sentence, hyperlinked to your website or LinkedIn jobs page. Many business professionals are also realizing the incredible value of their email signature. From the basic “we’re hiring” to something more detailed, these phrases too can link back to more information and your application process.
Use your referral sources
Today, sales professionals often rely on a solid network of contacts to source and close new business. Recruitment marketing can take a page from that same playbook. If your network of referral sources can deliver new business opportunities, it can likely bring in new talent as well.
Just don’t ignore the biggest piece of your referral network — your employees! Who better to integrate into your recruitment marketing efforts than a current group of people who already know and love you. Don’t underestimate the powerful influence of one friend to another sharing opportunities that have already benefited them both personally and professionally.
Recruiting adds a lot to an already-busy hiring manager or business leader’s plate. That’s why a solid recruitment marketing strategy makes all the difference. Knowing your audience, crafting your message and taking the conversation to your prime candidates are proven marketing techniques that can help you enjoy more positive hiring outcomes.
Do you have questions about your talent acquisition processes? Access our resource on the recruitment process for more information and guidance.