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Tap into the Power of Recruitment Marketing Tools, Part 3

The Key to an Engaging Recruitment Marketing Plan

The success of your recruitment marketing strategy hangs on your ability to deliver a relevant and personalized experience at every stage of the hiring process. As a result, the channels and recruitment marketing tools you use to engage with a candidate are going to depend greatly on factors such as demographics and location.

In our previous blog, we considered the channels that recruiters should be using to attract high-potential candidates. But it doesn’t stop there! Once you’ve initially captured their attention, you need to engage them. In our webinar with Rethink Group, Kirsten Tolfree-Dart discussed the most effective recruitment marketing tools that recruiters should be making use of to drive candidate engagement.

Engaging with candidates is really critical to bring to life all that data you’ve now got, rather than just having a long list of candidates.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

SMS Campaigns – The Silver Bullet For Your Candidate Marketing Strategy?

SMS is great, particularly for high-volume hiring. But for some reason there’s a lot of nervousness surrounding the channel… There’s no reason to be afraid though, it just needs to be used in the right way!”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

 While more senior candidates might find texting intrusive, for millennials SMS is an effective communication channel that 60 percent of recruiters already use. With an open rate of almost 100 percent and an average response time of only 90 seconds, in the right context texting makes business sense. There are many effective use cases, such as sending interview reminders and advice, that help to deliver a really personal experience that adds value for candidates.

From a lead-generation perspective, SMS campaigns can offer a frictionless way for candidates to apply for a role or opt in to a talent community. This is particularly relevant in high-volume recruiting contexts such as retail. For example, you could encourage interested talent to text a keyword such as “Join” to a shortcode. With the help of an auto-reply messaging service they’ll receive a reply with a link to your talent community portal where they can sign up.

Make sure you get SMS right by keeping messages short and sweet (include links to job postings to save characters), personalized, and always provide unsubscribe and opt-out features to ensure compliance.

Recruitment marketing best practice: You should always respect business hours when using SMS.

Download our e-book Send Top Talent the Right Message: Messaging & SMS to discover best practices and why you should incorporate the technology into your CRM strategy.

Email Campaigns – A Staple Recruitment Marketing Channel

Most recruiters use email campaigns as part of their recruitment marketing strategies. Email can be a very effective way of delivering highly segmented content to candidates according to their interests, professional experience and location. Encouragingly, 86 percent of customers and candidates would like to receive an email from a company or brand that they like. But modern inboxes are noisy, crowded and extremely competitive.

Recruitment marketing best practice: Only 20 percent of emails are read, so if you want yours to fall within that category, invest time curating engaging content, strong subject lines and eye-catching design.

Make sure the email comes from a well-regarded address, or even from the recruiting team themselves, and ensure that the subject line is really clear and concise. This should encourage people opening the emails.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

Leveraging Avature CRM and best practices to tailor custom communications, Philips has achieved email open and click-through rates that are almost twice as high as the industry average. You can discover extensive insights and tips in our eBook: Email Marketing for Recruitment.

If you track statistics about your email campaigns, don’t be disheartened if you don’t get a huge response rate. There’s a huge opportunity to improve and you can tweak and amend your approach depending on what works for your audience.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

Nurturing Workflows – The Driving Force Behind the Best Recruitment Marketing Campaigns

In order to successfully activate your recruitment marketing strategy, you require a tool that makes it easy to manage all the moving parts. An industry-leading CRM enables you to put your plan into action through automated workflows that nurture talent while you get on with other important tasks.

Once you have figured out the content that you want to share, the frequency of communications and the candidate experience you want to deliver, focus on clearly defining the candidate journey. Once you map out the process that they’ll follow you can automate many of the steps of your recruitment marketing strategy and effectively recruit in your sleep!

For example, you have pipeline full of silver medalists. These are highly-qualified candidates that you’d like to keep engaged until another opportunity opens up. So why not set up an email campaign that provides them with content about your company culture, such as a day in the life of an employee, on a monthly basis? You could even automate a happy birthday email to add a personal touch.

When a relevant role becomes available, you could text the candidate a quick link to the job description so they can review it at their own convenience.

Measuring Recruiting Success – A Critical Step in Assessing Your Candidate Marketing Strategy

In order to evaluate the impact of your activities, you must standardize and centralize recruitment marketing tools and processes. Once you have talent coming into one place, you can then work to define what success looks like and what good looks like, and focus your efforts accordingly. It’s also very important to consider what the measurements really mean. This will enable you to baseline where you are now and demonstrate how great this looks in the future achievements.

The key here is having one source of truth and one source of data regarding the effectiveness of all the activities that you’re doing.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

Avature CRM contains a Recruitment Marketing Dashboard that enables talent acquisition teams to demonstrate the success of the holistic strategies they have implemented to better engage high-potential candidates and fill talent pipelines. For example, ABB decreased cost-of-hire by 40 percent thanks to a stronger employer brand and sourcing activities to fill positions in house. Siemens leveraged Avature to decrease time-to-offer by 80 percent thanks to pipelining passive candidates, amongst other recruitment marketing activities.

Built-in reporting empowers you to keep track of progress and optimize your approach over time as business needs shift, allowing you to keep ahead of the curve in a competitive talent market. Paired with powerful attraction and engagement tools, and a flexible platform that you can leverage to adapt your recruitment marketing strategy over time, Avature empowers innovative and forward-thinking talent acquisition teams to engage and nurture more high-quality candidates, faster.

The average person is exposed to up to 10,000 ads per day and the average attention span is now only 8.25 seconds. With this in mind, we’ve explained in this blog series why recruitment marketing is the best strategy for recruiters looking to cut through the noise. When executed correctly, recruitment marketing can transform talent acquisition, empowering teams to overcome market challenges in an agile fashion. Ready to delve deeper into the topic? Visit our dedicated recruitment marketing learning hub.

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