Hello? Hello!? Is This Thing On? Can Any Candidates Hear Me!?!
By Ashley Rogers ● January 22, 2019 at 9:30 AM
As part of SHRM’s On-Demand Webcast series, Talroo sponsored “Hello? Is This Thing On? Can Any Candidates Hear Me” presented by Tim Sackett, SPHR, SCP, President HRU Technical Resources and Author of The Talent Fix: A Leader's Guide to Finding Great Talent (original program date January 31, 2019).
There is so much noise right now competing for your candidates' attention. You need to find ways to cut through and make sure candidates are hearing your message. Today, we will show you the top 7 new trends and technologies on the market that can help you crush your recruiting goals.
How world-class organizations are using recruitment marketing techniques and strategies to land top talent.
Discover which technologies will help you in your recruitment marketing strategies.
Develop a recruitment marketing plan and learn what to measure for greater recruiting success.
What is marketing? A lot of what we’ve been doing in recruiting, marketing has already done. For example, retargeting from retail websites and how marketing gets us to buy things, recruitment marketing is about how we get candidates to buy into our brand.
- Inbound: How we get people to apply to our jobs through digital marketing.
- Outbound: Jumping on the phone and making calls to recruit people.
Recruitment marketing follows an inbound strategy process. Attract, convert, close, delight. It’s telling your employer brand story, raising your awareness with the candidates that you want using social, messaging, content and nurture, as well as personalization. You’re answering the candidate question: Why work here?
It’s hard to maintain a pipeline of talent. What hiring managers want is “just in time” talent. They want candidates available when they’re hiring. It’s expensive to maintain an “inventory” of candidates. Recruitment marketing is the top side of the funnel, awareness at the top, down through applications, selection, and hiring.
Consider what’s more important: Your employer brand or your job brand? Both are important, but employer brand tends to be higher than job brand. In this survey, roughly 89% are saying employer brand is more important than job brand.
How do most candidates find your company? Did you find the company first or the job posting first? We put a lot of time, effort and energy into our employer brand. Almost all people will see the job first, then research your company - which is when your employer brand becomes very important. Yet most of us will cut and paste an outdated job description, which means your candidates never get to your employer brand. Don’t forget about the job brand and what you’re doing there.
Employee referrals are a great source of talent, but 60-80% of hires discover your job online before they discover your company. Some of the new job postings use video and other things that combine job brand and employer brand.
We try to be everything to everyone, yet we accomplish very little when we do this. Great recruitment marketing means attracting the right candidates, not all candidates. Recruitment marketing focuses on targeting specific skills and experience that you want from your top candidates.
Nurture candidates to build a relationship
Your career site plays a large role in employer brand and marketing to candidates. The reality is, for most of us, your career site is where your recruitment marketing strategy ends. It’s the “post and pray” approach. You have to help your executive team understand how important your job brand is. No matter how good your career site is, it’s not enough to reach the ideal talent pool. People in your marketplace aren’t sitting around waiting to come to your career site.
How do we get more specific candidates? Candidate nurturing can be a game changer, especially if you have CRM (customer relationship management) technology. Very few ATSs have robust CRMs built in. Candidate nurturing is the process of building a candidate relationship over time. 90%+ of your candidates never become an employee. 86% of organizations struggle with personalization when it comes to the candidate journey. Nurturing a candidate is all about getting them to respond and interact with you.
You want a drip campaign marketing flow that encourages candidates to respond and follow up that gives you a targeted response. When you focus on the relationship, your response rate for nurture emails will increase. You can set this up with automation, but next generation candidates will respond to personalization - this isn’t autofill and automated email response - this means personalizing response emails with time built in from apply to automated email. The psychology of delaying this automated response email changes the expectations of the candidate, think about it as “natural nurturing.”
You can use hyper-personalization to respond to candidates. There are a variety of ways to do this. Candidates want personalization that is directed to them and this means more than autofilling the name field. You can personalize email responses based on application, LinkedIn profile, and the data in your ATS about the candidate. You can create recruitment landing pages in the flow of your nurturing emails so that you can personalize emails based on an action the recipient takes both in your email and on your site. The kind of data you can get from this type of personalization is invaluable to your candidate journey.
You can separate candidates who applied versus candidates who simply clicked on a link to get more information about your company. You can also segment candidates based on return visits to your site, for example: they clicked on a job listing in your email, did not apply, but returned to your career site the following week. You can personalize landing pages and microsites to offer the kind of content you predict a candidate like this is looking for, like company culture or other job openings.
One amazing tool: Dynamic content personalization based on conversation with a chat bot. AI is more and more common, and people know they’re not talking to a real person, but it allows you to find out what your candidates are asking about the job or your company. You can gather information about a candidate’s level of experience that might not be in their resume or LinkedIn profile, which allows you to deliver more qualified candidates to your hiring managers.
Marketing’s Rule of 7 also applies to recruiting
Today’s consumers are bombarded with 30,000 messages every day. What happens when the noise is too much? We ignore it. The rule of 7: the candidate needs to be exposed seven times to your message in order to stop ignoring it. When someone doesn’t respond, we assume they’re not interested. In marketing, they assume interest until they hear otherwise.
Videos add value, and they don’t have to be viral. 82% of all internet traffic will be video by 2021. Don’t make it harder than it has to be, it can be accomplished on a smartphone. For example, a hiring manager can do a quick and simple video for your job posting. It’s inexpensive and it’s personal, which is great for your employer and your job brand. If you have a video on your job posting, engagement increase exponentially. Candidates don’t want “a” job, they want “their” job. Snapchat is a great platform for engaging next generation candidates. We have to start digging in and getting ourselves more comfortable with mobile and video.
Measuring recruitment marketing
Another side of this is how we measure our recruitment marketing and talent attraction efforts. The ROI per tool is so important; you can target your spend to only the channels that reduce your cost per hire, for example.
How we buy advertising for our job posting matters. Modern advertising is programmatic. A job programmatic engine can really change the game for engaging candidates through advertising. Programmatic adjusts your spend based on your advertising goals and engagement.
There’s a difference between sites used in job search and sites that start a job search. Think about how people start looking for a job. It’s not about using a specific job site; it’s about multi-channel marketing. You have to test to see what works for your company and your job posting.
Topics: Talent Acquisition
Updated February 14, 2019