Don’t you wish that the right candidate would be knocking on your door the moment you realize you need to recruit? That the most talented people want to work for you and not your competition? We all do, but not all of us get to experience the timely knocking on our door. There are however several steps you can take to increase the likelihood of that happening.
Yes, we are talking about recruitment marketing.
The three first layers in the pyramid pictured are what lays the foundation for creating a large pool of potential candidates. The larger your pool, the more likely you are to end up with the right candidate at the end of the funnel. However, it can be dangerous to solely focus on filling the pool, you must also make sure that you fill it with the right type of people. The whole idea here is to promote your employer brand and attract the best qualified people, in terms of both skills and values, to apply for your open positions.
Clearly, you cannot afford to ignore recruitment marketing if you want to stay competitive in today’s market. Here are three steps to help you get started if you haven’t already:
1. SET GOALS & OBJECTIVES.
Clear objectives and goals are essential to succeed with your recruitment marketing efforts. Whether you want to increase your candidate pool, find specialists within a specific area in your company, become top of mind as an employer among tech students or anything else you need to define your intentions.
Once you have determined your objectives, put it in writing and establish goals to be able to measure your success. Only then will you know if your efforts are paying off or if they need some fine tuning.
Make sure that the goals you are setting are not overly complicated. Your goals should be reasonable, measurable and follow a timeline.
2. PRIORITIZE RECRUITMENT ON LINKEDIN.
Make sure recruitment is incorporated to your LinkedIn marketing plan. That this is the go-to platform for job seekers, professional networking, finding business partners and more is no secret. So, if you could only choose one platform to be visible at, this is the one.
The content you publish for other purposes may very well reach the eyes of a potential future candidate. In other words, this might be where a future employee first discovers your company’s very existence making this your first chance to make a great impression.
It is also highly likely that this is the place where a candidate will first see the ad for an open position within your company. When they do, they will visit your company’s LinkedIn page to find out more about you.
This means that their first impression and investigation of your company will include all the content you have published on LinkedIn. They will form an impression of whether you are a good fit for them based on your LinkedIn content, which brings us to step three.
3. CREATE RELEVANT CONTENT.
What you post on LinkedIn (or elsewhere) can either make or break someone’s decision to work for you. If your posts are unimaginative, static, irregular, or of poor quality it will reflect poorly on your company and the candidate may choose to continue their search for a new job elsewhere. Likewise, frequent, intelligent, interesting content will most likely spark their interest and you have a candidate that is eager to work for you.
To help you get started, here are a few ideas of sources and inspiration for content writing:
- Current employees are your ambassadors: The people who area already working for you and living your values are your best spokespeople. Personalize your communication and let the voices of these people be heard.
- Bring your company to life through pictures/stories: Thanks to technology we now have the possibility to show the outside world what the inside of our work life looks like. Contribute with content that help potential candidates familiarize with your company, office, and/or teams before they have gotten a chance to meet with you.
- Promote office events, seminars and webinars. This will show what your company values, teaches and are experts in. It will also demonstrate that you are active in the sector and that you value continuous development and to share your knowledge.
- Client endorsements. Not only does this show any potential new clients how great you are, but it also shows potential candidates that you are a successful company with good client relations. Win-win!
- Job ads. This is a given but must still be mentioned. The current ad is not just for the eye of those interested in this position, but it can also pique the interest of someone else who is now interested in your company and could be a future candidate for a different position. So, regardless of where you post it and who it is meant for – make sure all your ads speak the language of your company’s culture and values.
Hopefully, this piece has given you motivation and/or inspiration to get started with your recruitment marketing. Best of luck with your efforts!
The CIP team