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Tap into the Power of Recruitment Marketing, Part 3

Written By
Clare Bourke
Senior Content Writer

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 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 tools 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 and Avature’s Lina Höelker discussed the most effective recruitment marketing engagement tools that recruiters should be making use of.

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

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 millenials SMS is an effective communication channel that 60% of recruiters already use. With an open rate of almost 100% 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, particularly in high-volume recruiting contexts such as retail, SMS campaigns can offer a frictionless way for candidates to apply for a role or opt in to a talent community. 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. Also, you should always respect business hours.

Email campaigns

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% 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. Only 20% 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

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 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

In order to evaluate the impact of your activities, you must standardize and centralize 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% thanks to a stronger employer brand and sourcing activities to fill positions in house. Siemens leveraged Avature to decrease time-to-offer by 80% 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 approach over time, Avature empowers innovative and forward-thinking Talent Acquisition teams to engage and nurture more high-quality candidates, faster.

Given that the average person is exposed to up to 10,000 ads per day and the average attention span is now only 8.25 seconds, we’ve explained in this blog series why recruitment marketing is the silver bullet recruiters are looking for to cut through the noise. When executed correctly, recruitment marketing can transform Talent Acquisition, empowering teams to overcome market challenges in an agile fashion.

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