When we think Job Marketing, it’s really the evolution of what we call Job Distribution. It’s about taking the traditional channels we’ve used to attract such as job boards and adding numerous marketing channels to this mix including banner ads, pay per click, niche sites, one off recruitment campaigns, retargeting, etc.
Companies looking for a single channel that can produce enough qualified candidates to get by will be sorely disappointed. It’s a different era in recruiting and it’s through multi-channel job marketing strategies that we can be successful in fulfilling the immediate and future need of qualified candidates for the business.
So with the changing nature of how we attract applicants, what are the essential ingredients of a successful job marketing and what should we be looking for in technology to help us execute and measure the effectiveness of these initiatives?
Here are a few thoughts.
5 Essential Elements to Successful Job Marketing
1. Easy access to Wide Range of Channels
First and foremost, you need to build an infrastructure that provides flexibility in terms of the channels you can use and the ease that you can use them. This will provide you with the opportunity to test a wide range of different channels in your process and see what is most effective for specific jobs and candidate audiences. Please beware that not every channel that works in attracting one key skill, will work for them all.
Most good job marketing strategies start out large with many channels that an organization tests for performance. It’s after iterations that it continually shrinks to the channels that work best. So it’s integral to have easy access to a large number of channels to build a base for your job marketing strategy.
2. Answering “Why Us?”
Your job advertisements on these channels could very well be the first interaction you have with a potential talent prospect. That makes it integral to make sure you answer the simple question of why your organization is a place they should want to work at.
Understanding your employer value proposition is needed in order to truly answer this question and organizations need to put some thought on what that is. Once identified it’s integral that every channel expressly incorporates this brand in it’s message especially your job ads.
3. Full Control over Inventory
To get the most bang for your buck out of recruiting channels, most likely you’ll be purchasing inventory for your top performers. As such, it’s integral that you have full knowledge and control over the inventory you purchase. That means understanding the monthly postings allotted for each board, ensuring proper distribution of postings across your teams and making sure slots rarely go unused.
This is where technology comes in. It’s important to ensure that the job distribution tool you use can give you full control over this process, manage who has access to what inventory and monitor inventory levels so you can effectively plan over the course of the year. This is integral as you don’t want to use up all of your inventory by October only to have to purchase more and delve deeper into your shrinking budget.
4. Capture throughout recruitment marketing process
Not all candidates that see your job marketing efforts are ready to apply today and your organization needs a mechanism for these candidates to opt-in to a relationship with your organization.
If your job marketing efforts are only pointing to your apply process, you’re missing on a large population of candidates that are dropping off before they complete an application. Having a Talent Network form in the apply process enables organizations to capture business card information on a candidate so they can nurture candidates that are not quite ready to make the leap to apply. And you need to find solutions that enable you to do this automatically for every job marketing campaign or you’ll be missing out on some potentially great candidates.
5. Consistent Measurement across All Channels
Measurement is the first step to understanding what’s working and what’s not. And your job marketing tool needs to ensure proper measurement of the recruitment marketing funnel for every channel you use. It also should be where you push out all of your job marketing efforts.
Many organizations rely on scraping to pull jobs to certain boards but if you are doing that, you are losing out on consistency in the data you are collecting across the strategy. You should also be measuring one off campaigns through your tool with tracking links. So banner ads, re-targeting campaigns and other marketing channels can be tracked back and viewed alongside your job board spend.
The right technology should also enable you to decouple your media from the execution of your campaigns. It will allow you the flexibility to consistently update and improve your recruitment marketing mix and will be agnostic to which ones perform and which ones don’t.
Any good media plan will change as we have more data and understanding on the channels and messaging that are effective and new channels emerge to validate. And your solution needs to help you do this seamlessly and consistently.
Job Marketing is Still Relevant
Every 6 months there is a new post on “The Death of Job Boards” but the fact is they are still important in your overall recruitment marketing strategy. And it’s not just static job boards now. We have a wealth of interesting marketing channels that we can use to attract qualified candidates into our apply process.
Job marketing has a solid place in the overall recruitment marketing strategy and to be effective you need to make it a data driven function that is fluid as you have new information.