Your business has open positions to fill, and you want candidates who fit your culture and bring the skills and experience you need. Posting the job and hoping for the best is not enough. To attract the right team members, you need to market your company to job seekers the same way you market your services to customers.
Your team deserves the same strategic attention as customer lead generation. If you do not have the right people supporting your customers, your service, growth and reputation can suffer.
While job boards like Indeed, Glassdoor and ZipRecruiter are important tools, they should only be one part of your hiring approach. Recruitment marketing helps expand your reach, strengthen your employer brand and connect with qualified candidates who may not be actively searching for a new role.
In this blog, we’ll look at how employer branding, your careers page, social media advertising and video can work together to help you attract stronger candidates before and after a position opens.
Recruiting Is Marketing
When you post a new job, how will you attract the right candidate? Actually, you should start thinking about that before a position opens.
When planning a marketing strategy, businesses often overlook recruiting. Potential employees should be a primary audience and reaching them online is easier than ever. But you have to know where to spend your marketing dollars and how to construct the right message.
Hiring and marketing should work together for your organization. By leveraging tactics such as employer branding, storytelling and targeted advertising, you can attract qualified employees in the same way you attract customers.
Build an Employer Brand
Reaching candidates with the skills you want requires a strong online presence.
Today, people want to know more than the job description. They want to understand what it’s like to work for your company, and they often use your social channels to learn about your culture and values. Social media is a strong place to build that employer brand because it lets candidates see the people, work and personality behind the business. When people recognize your company and understand what you stand for, they are more likely to trust you and consider applying.
Consistently sharing employee stories, company milestones, community involvement and behind-the-scenes moments builds your brand as an employer, attracting talent before a job role even becomes available.
Make Your Careers Page Work Harder
Your company’s careers page is an important part of your recruitment marketing. It’s often the first stop for potential candidates, so if it’s outdated, difficult to navigate or lacking information, you could be losing qualified applicants before they even apply!
Today’s top talent expects user-friendly career pages that are full of insights into your company, and this means more than a listing of benefits. They want to know what you value, how you work and about the people on your team.
A well-done careers page on your website should include:
- Mobile-friendly applications
- Current job listings
- Employee testimonials
- Benefits
- Company culture
- Real photography
- Clear calls to action
SEO is too important to overlook when it comes to recruiting. Many careers pages are missing the search terms job seekers use. Don’t forget to optimize your careers page for search engines with relevant job titles and location-based keywords.
An updated careers page is essential. When it is easy to use, full of useful information and optimized for search, it can help you attract better job candidates and keep them moving toward the application.
Social Media Advertising Expands Your Recruiting Reach
Social media advertising can be a powerful recruiting tool. If you want to expand your reach and generate interest from both active and passive job seekers, social media allows you to put opportunities in front of people who are most likely to be interested.
Targeted social media recruitment campaigns can promote open positions to audiences based on many factors such as location, industry, interests and professional experience.
Pair your social media advertising with a strong careers page and an engaging social media presence, and recruitment advertising becomes even more effective.
Social media advertising reinforces consistent messaging and becomes a more powerful recruitment tool when it is part of a broader recruitment marketing strategy.
Why Video Is One of the Best Recruiting Tools
Video gives potential candidates an authentic look at your company before they apply. Recruitment videos can feature employee testimonials, workplace tours and day-in-the-life content that helps people see your workplace in a more personal way.
Video is the most popular form of social media content, and there’s a reason! It draws people in, shows them (rather than tells them) your story and makes them feel like they are getting a firsthand view of your company.
The following are some video ideas that support recruitment marketing:
- A day in the life
- Employee interviews
- Workplace tours
- Leadership messages
- Team events
A recruitment video is more than a one-time project. It offers a strong return on your marketing investment because it can be used across multiple platforms, including Facebook, Instagram, LinkedIn and other social media channels, recruitment campaigns, your careers page and email marketing.
Video allows you to consistently showcase your company culture and keep your employer brand in front of potential candidates.
Northeast Ohio Recruitment Marketing Agency
If recruitment marketing is now on your radar, WRL can help. As a full-service Northeast Ohio marketing agency, we help clients connect recruitment marketing with their broader marketing strategy through videography, photography, social media, digital marketing, web design and development. Together, these services can help you attract more qualified candidates for your open positions.
Ready to build a recruitment marketing strategy that reaches better candidates?
Contact us today.