Posted by Jennifer R. Henley, PHR & SHRM-CP | Chief Customer Officer on June 28th, 2021

    Superior speed, power, agility – clearly, the traits we admire most in professional athletes. Shouldn’t your recruitment marketing strategies have the same qualities?

    NAS Recruitment can make that happen. An agile recruitment marketing strategy is a necessity today to drive the best talent to your team, to grow your company and to boost financial performance. You can stand out from your competition by implementing agile marketing strategies on your career site and within your sourcing by using digital, social and programmatic solutions. NAS can assist you every step of the way through the phases of storytelling, technology and strategy.

    Begin with your brand.

    This is your message, your voice, your promise and your authentic persona as an organization. This is how you portray your company and how stakeholders both inside and outside your organization, especially job candidates, perceive you. You need to create a flexible brand that speaks to today’s candidates and showcase it on a career site that is responsive to both candidate desires and your changing needs.

    Flex your muscles and use a strategic game plan to develop a brand that drives candidates to your career page while encouraging current employees to stay. A well-designed brand not only portrays a compelling story, it also affects the bottom line:

    • Prompting 90% more qualified candidates
    • Decreasing cost-per-hire by 43%
    • Reducing employee turnover by 28%

    There are many ways to approach employment branding. Our flexible process includes discovery, concept development and brand guidelines. We also know how to showcase your brand on your career site and social platforms to drive traffic to your career page and generate applications. NAS takes a holistic approach to determine the tonality and content of your message (often using employee testimonials), while also aligning with any larger brand standards for your organization.

    Next up is your career site.

    We work with a wide variety of organizations on their career sites, typically building them on our proprietary ACTIVATE® SaaS. This is our candidate attraction platform that improves the candidate experience by making the job search easier. With ACTIVATE, you also have a Talent Network to build a candidate pipeline and easily capture candidate information. It enables you to adjust your landing-page content and communicate with candidates via email or text.

    We begin with a Discovery Process to study the current candidate experience on your career site and how we can improve it. We then develop a sitemap that serves as the blueprint for the site and the pages we feel are necessary to tell your story. Whatever path you take, make sure your career site:

    • Is quick and easy for candidates to find jobs and access content
    • Contains strong branded messaging that sets you apart
    • Includes career pages that answer client questions and tell your story
    • Provides robust analytics for data driven decision-making
    • Improves your SEO
    • Allows you to build a candidate pipeline and market to them

    Our CONNECT module is a candidate collection and outreach engine, a tool for recruiters that enables them to:

    • Generate email and text campaigns about jobs, hiring events and locations
    • Use email templates to stay consistent with your brand message
    • Create landing pages with customized formats
    • Set up SEO-friendly destinations
    • Get feedback about campaigns and messaging using detailed analytics

    Finally, let’s talk about strategy.

    Now that you have an agile career site, you need to attract and engage talent to visit by leveraging a variety of marketing solutions, using available funds judiciously and targeting potential hires in a way that is both cost-effective and measurable. Fortunately, today’s most effective strategies have agility built into them as a foundational element. Programmatic advertising, social media marketing and digital marketing are all designed to allow you to scale up and down, change directions based on analytics and use your resources in the most effective manner based on current needs.

    Programmatic: Programmatic media buying allows you to purchase online job ads in real-time, based on preset rules and targeted on a pay-per-click or pay-per-application basis. It provides agility by allowing you to add and remove jobs quickly, allocate spend based on results and review analytics to see what sources are most effective.

    Social: You also add synergy to your message when you are communicating with candidates on the social platforms where they are comfortable. We can tailor and modify your message to yield greater results as the campaign unfolds. There is a lot of flexibility in using Facebook, for example, and the results can be excellent.

    Digital: You can reach both active and passive candidates through digital search, display and retargeting, thus increasing candidate applications and hires. We can retarget candidates who may have visited your site but did not previously apply. We follow them on their internet journey to drive them back to apply, a process that can take up to 21 days.

    Final thoughts.

    Agility is more than a buzzword; it’s the expectation for today’s career sites and how you are perceived by current and potential new employees. You’re certain to acquire and retain more employees by becoming an agile recruitment marketer.

    Contact NAS to continue the conversation and learn how we can become your partner in recruitment marketing.

    Jennifer R. Henley, PHR & SHRM-CP | Chief Customer Officer

    Jennifer Henley is a trusted authority in recruitment solutions and consultative client services. She possesses the Professional in Human Resources (PHR) and SHRM-CP designations, is a proud member of MAHCR, NAHCR and SHRM, and is a featured speaker at HR communications industry conferences and events nationwide.

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