Once you have developed your employment brand and put your central marketing platform (your career site) in place, it’s time to start attracting candidates and driving traffic. Active candidates will find you on their own, while attracting passive candidates will require a sound strategy. The goal is to “own” your recruitment marketing efforts by making your site the main destination, rather than relying on third-party sites where you are competing with thousands of other companies for the same eyeballs.
There are many traditional recruiting methods that are still valid for candidate attraction. You might consider approaches that include event marketing or text recruiting, as well targeting specific audiences such as students and the military. You’ll also want to leverage your own employees through an employee referral program and set up a boomerang strategy to bring back great people who have left your organization.
Beyond these strategies, you’ll want to explore programmatic advertising, social media recruiting and digital marketing.
You’ve probably heard about programmatic advertising for recruitment – it’s become an accepted standard. But what does it do, exactly? Programmatic media buying is the algorithmic purchase and sale of advertising space in real time. It involves the buying, placement and optimization of ads performed by software, rather than people. In short, programmatic means automated distribution of your recruitment spend to where it is most needed. It represents a proactive strategy and a new way of thinking. The results can be dramatic. We offer NAS MediaPro, designed to optimize your company’s recruitment media performance through a single, centralized command center.
Social media recruiting involves the use of platforms such as Twitter, Instagram, Facebook, Glassdoor and LinkedIn to advertise jobs, find talent and communicate with potential recruits about company culture. Candidates read these platforms for their interesting content, while also making them an integral part of their job search. Social media has become so popular that a full 94% of professional recruiters use it to post jobs and communicate messages to candidates.
While there are many different approaches to social media recruiting, savvy marketers would be remiss to overlook the top talent that’s spending time on these platforms. To get the edge, understand your social media footprint through a comprehensive audit of your current social channels and the competitive landscape; develop a clearly defined, well-planned road map for your social media recruitment strategy; and gauge the effectiveness of your efforts through analytics and engagement.
Each platform has its own nuances, so a one-size-sits-all strategy may not be effective. For example, with Facebook recruiting we can target passive candidates for hard-to-fill positions or create campaigns to promote hiring events, increase your likes and create future organic engagement potential. You’ll also need to take into account the need for providing relevant and ongoing content, as well as responding to candidate comments and questions in a timely manner on all of these platforms. A recruitment marketing partner like NAS can often assist with these tasks and provide an overall strategy for social recruiting.
Digital marketing encompasses a whole range of offerings. From those that reach both active and passive job seekers, to those that raise awareness of your employment brand and ultimately increase completed applications, digital marketing is definitely a game changer when it comes to reaching qualified candidates. A number of approaches are possible, often using Google for campaigns that involve Google AdWords marketing, display advertising, geotargeting and more. Digital marketing can overlap and supplement your social recruiting strategy, as there are numerous paid options on Facebook, Instagram, LinkedIn, Twitter and Glassdoor that can be leveraged to attract and engage candidates in a variety of ways.
Unless you have an in-house marketing team with expertise in digital marketing, you will most likely want to partner with an agency like NAS, who has experts that can set the budgets, select the targets and continually monitor and adjust the campaigns as they run. You’ll also appreciate the detailed analytics and explanation of results that are possible in the digital realm – you will know what is working and where to best deploy your resources.