Getting a Grip on Recruitment Marketing Part 3: Talking to Talent
In Part 2 of this series, I talked about creating your authentic story—a recruitment message that reflects your corporate culture, drives the internal brand and gives candidates a real sense of what life is like at your company.
Once you’ve done the homework to craft this message, the fun really begins. You’ve got great things to say—you just need to figure out where to say them. There are two things you need to remember. First, think web and mobile. I’m not saying don’t use conventional media; they can be a great way to build and reinforce awareness. But more and more, the candidates you seek are gathering information, sharing it, and forming their opinions online and on mobile devices.
A survey conducted by Salary.com found that 70 percent of people are scouring the Internet for jobs. Among 18 to 25 year-olds, 68 percent use their mobile devices to search for jobs. And 72 percent of those surveyed said they use social connections to find job opportunities before they even visit a career site. In fact, the 2012 Social Job Seeker Survey found that one in six employed respondents credit social media with helping them find the jobs they have right now.
One in six credit social media with helping them find the jobs they have right now.
It’s not just a matter of being in the right place—what you say and how you look is important, too. Fortunately, when you tell your authentic story, you are sharing exactly the kind of information job seekers want. According to CareerBuilder, nearly half (46 percent) of workers said a company’s employment brand plays a very big role in their decision, while another 45 percent said it plays somewhat of a role. You need to show you’re tech savvy, too. Sixty-five percent of workers who search for jobs via mobile devices will leave a website if it is not mobile-optimized; 40 percent walk away with a more negative opinion of the company.
This brings us to the second thing you need to know. These days, everyone is looking for jobs all the time—even if they already have one. Frequent job changes have become the norm, and with access to so much information and social feedback, workers have simply learned to keep their eyes and minds open all the time. In fact, the Salary.com survey reported roughly the same share of respondents looking for work on a monthly (24 percent), weekly (25 percent) and even daily (22 percent) basis.
Obviously, you need to be visible in the places where people go when they are actively looking for work. But when passive job hunting is an everyday behavior, you can reach and attract candidates just about anywhere they go. And since a lot of companies haven’t figured this out yet, you may even stand out more in less-obvious locations.
When passive job hunting is an everyday behavior, you can reach and attract candidates just about anywhere they go.
That’s the real beauty of online and mobile recruitment marketing. No matter who you want to talk with or what kind of conversation you want to have, there are an almost unlimited number of ways to put your message across. There are, of course, the major social platforms—Facebook, Twitter, LinkedIn, Instagram, YouTube, Google+, Pinterest, Glassdoor and so on. These platforms offer points of entry to multiple forms of content—from white papers and videos to internal communications and even live events. They let you leverage social opportunities across your organization, drawing current staff and thought leaders into the same conversation with active and passive job seekers alike.
There are a lot of ways to drive traffic to all this content, including SEO and SEM, advertising (both online and offline), and email marketing. It’s a great opportunity to give candidates a peek inside your company. Introduce them to real people and situations. Give them something to tell others about because nothing multiplies word of mouth like social media.
With so many tactics to choose from, it’s easy to fall into an a la carte mentality—a little of this, a little of that. We’re especially prone to think, “Well, we have to be on Facebook, we have to be on Twitter.” Instead, stand back and try to think about your overall message. With conventional media, even a huge budget may only deliver a few repetitions to a given prospect. With online and mobile recruitment marketing, people become more involved—and they can come to you. You may cross paths many times at different points as the relationship develops.
For instance, someone might see a banner ad several times, click a link to visit your career site, read a blog and watch a video, talk with friends about you via social email, or receive an email inviting them to a thought leadership event. Think about how to keep your story consistent and evolving across these multiple touch-points, then choose the tactics that give you the best chance to make it happen.
Ideally, the elements you choose will create a seamless path that carries the candidate from initial awareness into a positive perception of the brand, then into the application and selection process, and, finally, into onboarding without interruption.