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Tap into the Power of Recruitment Marketing, Part 2

Written By
Clare Bourke
Senior Content Writer

Implementing a holistic recruitment marketing strategy makes business sense for many reasons, as we highlighted in our last blog. This week we’re exploring the specific tools you can use to attract top talent based on the insight shared by recruitment marketing expert Kirsten Tolfree-Dart of Rethink Group and our very own Lina Höelker in our recent webinar.

Before delving into specific tips and tricks, Kirsten highlighted the importance of extending your efforts in a consistent and compelling way across the entire candidate lifecycle. From attracting candidates to your company to nurturing your relationship with them, it’s worth taking the time to consider the most appropriate actions you can take at each step of the process to ensure you provide a seamless experience.

It is also fundamental to tailor your approach accordingly. If you’re pipelining for a junior position and looking to identify and engage a millennial audience, focusing efforts on social reach and SMS campaigns is likely to drive positive results. By comparison, when sourcing senior talent for an executive position, SMS is likely to be considered intrusive. Employee referrals and email marketing campaigns will probably be more effective.

So which recruitment marketing attraction tools should you be prioritizing when it comes to connecting with talent?

1. Social reach

Ninety percent of recruiters are already using social media as part of the hiring process. While social reach is certainly not new for recruitment, it’s still an extremely engaging tool for showcasing your employer brand.

When we talk to organizations, we emphasise the importance of focusing on reach and engagement metrics, rather than on short-term return on investment. How effectively are you reaching talent that might be interested today or tomorrow? This will have a direct impact on your employer brand and awareness.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

The key to success is planning, creating and sharing compelling content on a regular basis. Focus on showcasing your employer brand in an authentic way — sharing employee stories, “a day in the life” content, as well as commentary on industry news and updates. Avature clients Dell and L’Oréal excel at demonstrating, through various social accounts, what it’s like to work for their companies. Making strong use of relevant hashtags and staying true to their brands’ respective tone of voice and values, their social reach succeeds in bringing the employer brand to life.

Video and audio content can be more engaging, so work out how to incorporate it into your content plan. There are many free tools you can use to make high-quality videos, so it doesn’t have to be as daunting or expensive as you might think. You could also consider recording a podcast! Candidates are always interested in hearing what it’s really like to work for you, and you could record employees chatting about their careers within the company.

If your audience is really engaged, these channels should generate conversation. Make sure to respond in a timely way, especially if people have had a negative experience and decide to vent. Take advantage of automation to manage regular campaigns and invest time in analyzing performance and optimizing future posts to play to your strengths.

2. Talent networks

Creating a talent community is a highly effective method for attracting candidates, as Deloitte Australia knows well. The business was struggling to find the highly-skilled candidates it required on short notice, so they created their own talent network. In just one year, they accumulated over 5,000 members. You can drive registrations by sharing a link to your talent network across all communications channels, including social media and email signatures. You should also invite silver medalists and other unsuccessful applicants to help foster the relationship going forward.

Once you have the community up and running, make sure to reduce, reuse and recycle. Reduce advertising costs by sharing job openings with the community first, reuse silver medalists when other relevant roles come up in the future, and keep candidates who aren’t qualified for one position engaged by recycling them for other positions.

As with social, to reap the greatest benefits from this kind of network, you must engage members on a regular basis after you’ve captured their details. Combined with a strong social media strategy, you can repurpose what you post across your social channels to ensure you are providing your audience with interesting, value-added content on a regular basis.

Signing up for this kind of talent community and then receiving nothing from the company is a negative experience that can have a detrimental impact on the brand.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

You can drive even deeper engagement by automatically linking leads to different pipelines and providing them with segmented content over time. Simply ask their areas of interest or geographic location in order to do so.

Having access to an engaged pool of candidates will drive huge savings for your business. Like Nestle, which already sources 43% of hires from their talent network, a talent network facilitates direct sourcing and recruiting so you don’t have to advertise open roles externally.

This will have a direct impact on time to fill, leading to further savings.

3. Career microsites

When it comes to showcasing your employer brand to prospective candidates, microsites are a brilliant tool you can use to capture their interest. They generally display less content than a full-blown careers page which helps to keep candidates enticed for long enough to complete a clear call to action, such as “Apply now!”.

Take your microsite strategy to the next level by creating multiple sites for different geographic locations or areas of expertise or interest. Tailor content for each target audience to provide a highly relevant experience. This is something that Avature client Autodesk does really well having created dedicated microsites for different business areas, such as engineering. Consider appropriate keywords and build content that supports your SEO strategy and you’ll rise the ranks of search-engine results.

4. Employee referrals

[Employee referrals are] such a critical source of talent. However, most of companies that I talk to have real difficulty attracting and, really importantly, tracking referrals. So you can actually build a bespoke portal which can help.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

If you haven’t got a referrals program in place, it’s time to set one up! Almost 90% of employers say referrals are their best source for getting “above average candidates” [1]. And one of the reasons is because they tend to be a great cultural fit right off the bat. In fact, it turns out that 70% of employers felt that referred candidates were a better cultural fit than traditional hires [2]. As an added benefit, referrals can also help reduce time-to-fill substantially.

Currently, 35% of Avature’s own population of new hires are referrals despite the fact that there’s no bonus for recommending people. This demonstrates that it doesn’t require a significant budget to be effective. If you’re kicking off a program or looking to give yours a boost, adding an element of competition can be a great way to encourage employees to refer their connections.

Building a recruitment marketing strategy that incorporates a combination of these tools can help set you up to attract talent effectively. But the next step is to consider the best way to keep these new leads engaged. We’ve touched upon it in this blog, but in our next article we share Kirsten and Lina’s thoughts on the engagement tactics that you should be implementing.

[1] Humanity, 2017

[2] Recruiter Flow, 2017

CRM

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