A company's most important resource is not its technology platform, its marketing tools, or its IT infrastructure. Instead, the number one asset any company could ever have is a dedicated, hard-working, loyal workforce. Of course, that's only possible if the organization hires the right people for the right roles.
That's where recruitment marketing comes into play. Recruitment marketing is vital to a business’s continued success because it can showcase your company culture in a unique, engaging way — a way that will ultimately attract top talent. As you implement the 8 suggestions below in your recruitment marketing strategy (combined with a complimentary branding campaign for optimal results), you'll no doubt see exceptional outcomes from your hiring process.
1. Know Your Target Audience
The first key to an exceptional recruitment marketing strategy is knowing who your target candidates are, and where they can be found. For example, if you are hiring for a position that requires professional experience, then LinkedIn would be one potential avenue to explore. On the other hand, an entry-level position would lend itself to recruitment on more general job boards, such as Indeed or Monster. The point is, your content won't achieve its intended purpose unless it reaches your target audience in the first place.
2. Execute a Targeted Email Campaign to Intrigue Prospects
Email marketing in general is an effective channel to engage prospects and generate leads. This is especially true for segmented campaigns; in fact, one study found that marketers who used segmented tactics realize an increase in revenue up to 760%.
The same principle holds true for email-driven recruitment marketing. For example, include enticing offers like hiring bonuses or referral payments for existing employees. These strategies will help increase the interest in your open positions. Target your prospects based on behavior for maximum effect, and make sure to craft an intriguing subject line in order to immediately capture their attention.
3. Leverage Social Media
Many job seekers are active on social media, either as a form of networking or for recreation. In either scenario, you can leverage social media platforms like LinkedIn, Facebook, and Instagram to target specific demographics and engage your ideal candidates. Both paid and organic advertising have proven effective for recruiters in the past. As an added bonus, social media posts allow you to showcase your company's culture in a fun and interesting way without disturbing any sensibilities.
4. Incorporate OTT for Hyper-Targeting
"Over-the-top" advertising has exploded in popularity over the past several years. One of its greatest advantages for advertisers is the ability to "hyper-target" niche demographics with marketing content. Consider leveraging OTT platforms to deliver your message to the exact audience you're looking for. There are a number of fun and exciting ways to really focus on hitting the right viewer at the right time with your message both on and off the platform. Consider talking to a media specialist on ways to really make this tactic work for you.
5. Highlight Your Company Culture
It's no surprise that company culture is important. In fact, culture can have a huge impact on employee retention, productivity, and satisfaction. For that reason, you want to show off your company's positive culture to all potential candidates. Consider creating a video that showcases your organization’s internal culture in a fun way, enticing those looking for a better workplace environment. The message should be loud and clear: "You'll be happy working for us." Place the video on your website and disperse it across social channels to help reach more promising candidates that would be a great fit. To add authenticity to this message, encourage your current employees to send prospects your way, share their own experiences, and advocate for your brand in appropriate ways.
6. Incentivize Recruitment
As an extension of the previous suggestion, consider ways to incentivize recruitment among your prospective or current employees. For example, feature a sign-on bonus as a key component of your marketing content, or pay your employees a certain amount for each referral they send your way. Such incentivization can drive participation and interest in your recruitment marketing campaign.
7. Run Your Campaign for Around 90 Days
It's important to give your campaign enough time to gain traction. It may take up to 3 months to brand your company and distribute the message to a wide enough audience. On the other hand, you don't want to extend your campaign's timeline to the point that it loses its impact. Running a campaign for 90 days is a good rule of thumb.
8. Consider Passive Candidates
Just because a candidate is not actively looking for a job at present doesn't mean that he or she wouldn't be interested in your company at some point in the future. In fact, your ideal candidate may not be available today but could be available three, six, or 12 months from now.
For these and other reasons, ensure that your ad creative not only speaks to active job seekers but also takes into account those that are currently content in their job. Circumstances can change quickly, and if your ads have made an impression on these passive candidates, then they'll likely turn to your company first if they need to seek employment in the future.
Invest in Recruitment Marketing for Long-Term Success
In summary, the 8 keys discussed above can help you to unlock the true power of a recruitment marketing strategy. If you leverage the platforms that your target audience frequently visits, showcase your company's culture, and "keep the door open" for passive candidates, then you'll win over top talent to your side and reap the benefits of employing these dedicated, passionate workers. Continue to appeal to those who would benefit from working at your company, and your recruitment marketing strategy will achieve its desired objectives.
