How do you attract candidates with recruitment marketing?

Attracting candidates through recruitment marketing involves implementing strategies that showcase your employer brand and job opportunities in a way that resonates with potential candidates

Visibility, accessibility and understandability, These are basic requirement that any recruitment process use irrespective of whoever your target audience is, whatever the channel used Visibility- Ensure that your content captures not only the basic job description but also the benefits, perks and everything that sets you apart as an employer. Accessibility- It is of paramount importance that a candidate has the available information regarding the job, the office, the culture, the team & any other detail, this helps them make informed decisions and helps same time for both the candidate & the recruitment team and yields qualify & relevant candidates. Understandability- The material & the process must be simple and easy to understand.

Having a strong background in staffing. I feel confident I can share some insight. The staffing industry should consider content creation and the personal branding of their team members. The staffing model has not evolved in years. Create opportunities where your sharing open roles on a LinkedIn livestream, consider partnering with podcasters in the career space to support your efforts. Host more in-person network opportunities and LinkedIn audio events. I call it my V.C.O method. Visibility Creates Opportunities. Good people attract good people. Get out in front and be seen on a broader scale.

Target audiences or ICP’s are often discussed, rarely written out properly. It’s a shame as they form the filter through which all hiring decisions for a certain position should be made. If you feel your company has a mismatch people/culture/skills it’s because no clear decisions were made on the target audience. Even in a tight market, this should be your starting point. In the past, when job boards were responsible for the lion part of traffic/applicants, it didn’t matter. Now, in a time we’re we need to activate the passive job seekers, you can not go without an ICP as you, and therefore also the marketing systems (ad platforms for example), wouldn’t know what to target.

Finding the right talent in recruitment industry is like a puzzle, and the key piece is understanding the target audience. With recruitment marketing, it's all about getting into the mindset of potential candidates. So, firstly we should define our ideal candidate's characteristics- skills, values and cultural fit etc. Next, we should tailor our job postings and outreach to speak directly to them. Highlighting what they care about, how our company show aligns with their goals. Use of social media, engaging with online communities and by sharing our company's story authentically. By understanding and connecting with our target audience, we'll not only attract candidates who not only meet our needs but are excited to be part of our journey.

Alright, next move: Craft your corporate pick-up line, also known as your employer value proposition. What’s the secret sauce that makes you the irresistible gig in town? Make sure it screams your ethos, vision, and that X-factor setting you apart in the job market jungle. It's not just about selling a paycheck; it's about selling a dream. How will you elevate their game? Solve their riddles? Make their aspirations less of a dream and more of Monday's to-do list? Get this pitch right, and you won’t be wooing talent — they'll be knocking down your door. Get to work.

While values and culture are important, again make it personal to the worker. What will their day to day environment be like? Expand your marketing to reflect what the environment is truly like. Are you known for cleanliness, employee child care, your as needed breaks, your gym benefits, maternity leave, cafeteria, team building retreats? Market what matters to them.

Crafting an employer value proposition is akin to painting a vivid portrait of what sets us apart. It's a mosaic of our mission, culture, and the distinct advantages we offer. This proposition isn't just a statement; it's a promise of how we'll support and empower our candidates on their journey. It's about showing them not only what we do, but how we'll help them reach their own heights. This is the compass that guides us and resonates with those we seek to attract.

Your messaging should be crisp yet enthusing enough to communicate and amplify the core values and culture of your organization as well as somewhere aligning to the expectations of the targetted talent

Values > culture > EVP Values, for most companies some words on the wall but for some the actual filter through which all business decisions are made. Every company has a culture. With intention or without. Just understand you have one. For most, it’s not aligned with the core values. As mr Sinek states: culture = a social unit that consists of people that believe what other people believe (the leaders for example) and fight for the same cause. EVP is the promise that is derived from this combination. The culture they can expect based on the values that the whole company holds dear. In other words, EVP will state why people should join your company if it wasn’t for the salary and other perks.

Depending upon the industry and landscape of your organization and the active presence of your targetted talent pool, you may have to go all out on not just social media but also public platforms like Outdoor Media, Newspaper and a greater messaging and branding on your own website/career portal. Whats going to be important is not just the reach but also the experience of the targetted talent pool and how to collect and track them all

With the experience of working from hourly rated to senior level roles, selecting the "right" job portals are extremely crucial. A quick analysis to find out which job function/salary range would suit which job channels would help recruiters utilize job credits effectively to maximize their result.

Selecting the right recruitment channels is akin to choosing the right path to a hidden treasure trove. It requires a deep understanding of our audience's habits and inclinations. By aligning our approach with their preferences, we create a bridge of resonance that can lead to meaningful connections. This step is where strategy meets execution, and where we set the stage for engaging the talent we seek. It's about not only being where they are, but also speaking their language. This is the foundation of an effective recruitment journey.

What to choose when job boards are falling out of favor and no one's replying to your inMails? Find different channels. Recruitment is undergoing a major shift from a 'sales-like' department to a marketing entity as we focus more and more on passive job seekers. Understanding where job seekers live and mapping out a job seeker journey is key. At the basis of it all is your ideal persona. Things to consider: - channels to choose - targeting options - budget availability - channel insight options - a/b testing various marketing messages If you want to activate passive job seekers it's about being visible in places where your target audience is living. Tip: adapt your message/content to the culture of the platform.

Where are your audience? You may think everyone is on a certain social media channel because you are - but that is not strictly true. And when are they on it?

Job seekers feel like they are wading through endless piles of junk job postings. You can create recruitment content that elevates your job above the rest. Don't just post the job description from HR. Use fresh, non-bureaucratic language. Add sections with information about the organization and its mission. Put the whole thing into a PDF job brochure, adding photos and graphics. Be transparent about the application deadline, hiring timeline, and the compensation. Applicants really dislike it when this information is missing.

According to LinkedIn, the nr 1 reason that prevents people from hitting that apply button is not knowing what it’s like to work for you. Focused employer content fills that gap! The first touch point most of the people have with an employer is through job pages. Companies invest heavily in career sites; instead, what you should do is invest in the job pages + create a smooth application process that’s optimized for conversion. Don’t worry about ‘the writing’ so much. Instead: visually oriented and interactive pages that focus on the direct environment of the role. Things to include: - introduction of leaders - employee testimonials from direct colleagues - what does the agenda look like - work environment - explain growth process

All of these are wonderful ideas. Maybe expand to family testimonials. Did you grant extra sick time for sick children? How did recent raises affect home life. People care about what affects those they care about.

Crafting recruitment content is akin to sculpting a bridge of connection. It's not just about information; it's about engaging narratives that resonate with potential candidates. Each piece should be a brushstroke, painting a vivid picture of what it's like to be part of our team. By diversifying formats, we cater to various tastes and preferences. Whether it's a compelling job ad or a heartfelt employee story, each piece is a building block in our recruitment journey. Together, they form a tapestry that entices and captivates the talent we seek.

I suggest also boiling down the job responsibilities and skills to the essentials. If your list of responsibilities and skills goes to one page, I move on. You should be able to capture the core responsibilities in 5-8 bullets, not 25! To reduce your bullets, ask yourself: Is this responsibility or skill ESSENTIAL? Or is it NICE TO HAVE? By doing this, you can attract more candidates (including more women and people of color), who are able to submit materials more focused on your key needs.

Distributing and promoting our recruitment content is like setting the stage for an engaging performance. It's not just about putting it out there, but strategically placing it where our target audience frequents. We're blending organic methods with paid strategies for maximum impact. Additionally, tracking our efforts allows us to refine our approach, ensuring we're always on point. By optimizing for search, leveraging social media, and crafting personalized campaigns, we're creating a multi-dimensional outreach that resonates. In essence, we're orchestrating a symphony of content to captivate the talent we're eager to welcome.

This is a fairly new approach for most recruitment departments, but a must if you want to have hiring success in 2024. Where job boards once dominated, you see declining results across the board. Why? - the game is about activating passive job seekers. You don’t find them on job boards. - no chance to really convey what working for you is like (job copy is important but overrated) - you’re surrounded by tons of competition - no opportunity to build brand Paid or organic, anyone can create a post or ad. Having a meaningful recruitment (marketing) funnel that is consistent across all channels will be the skill for recruiters in 2024. All the tips above are to be used, deciding what suits the business/role will determine priority.

Relevent, and regularity are key - use Hootsuite or a similar platform to help you to plan out the posting, timing and keep things going out in a timely manner

Once I had a strong candidate that would fit in well with our company culture and I knew would be a long-term contributor but the team selected another candidate with stronger skills needed for the role. I assured my candidate that they were valued and the team said she interviewed well but that the other candidate did have stronger skills in a critical area. I let her know that I would reach back out to her if I heard of any other suitable opportunities. A week later we had another role this candidate would be a good fit for; I sent her the job link and asked her to apply if she would interested. Once she applied we began the process again with another team, this time she was selected for the role. 3 years later, everyone is still happy!

Make it about the candidate and their needs, aspirations and situation. Start by identifying who your candidates are. What will they find helpful, insightful or valuable? That should steer your marketing.

Recruitment Marketing Strategies Compelling Employer Branding: Showcase your company's culture and values. Content Marketing: Share industry insights and career development tips. Engage on Social Media: Active presence on LinkedIn, Twitter, and Instagram. Targeted Advertising: Use data-driven ads on platforms like LinkedIn. Employee Referral Programs: Encourage staff to refer candidates. Mobile Optimization: Ensure a mobile-friendly application process. Personalised Communication: Tailor messages to candidate preferences. Virtual Events: Host webinars and virtual open houses. Video Interviews: Incorporate video for engaging assessments. Diversity & Inclusion: Emphasise commitment to diversity in hiring.

Not everyone has to have mind blowing opinions and not everyone wants to see yours. Sounds harsh? But be realistic. Write about what you know and keep it engaging