Last week, we shared a new report from Brandon Hall Group’s Kyle Lagunas on “Key Components of High-Performance Recruitment Marketing,” available for complimentary download here. The report has been very popular with our community, I think, because talent acquisition leaders are ready to take their Recruitment Marketing strategies to the next level.
Kyle’s been the perfect partner for this report. He’s a true thought leader on the use of Recruitment Marketing, recognizing ahead of most that Recruitment Marketing is its own formal discipline inside talent acquisition, separate from traditional recruiting.
The report is packed with best practices that modern recruiting organizations can learn from. Here’s a snapshot along with my key takeaways:
Content Marketing – If you just promote jobs, candidates may lose interest. Instead focus on creating and sharing news articles, viral videos, research, infographics and photos to go along with your job content in order to attract and engage talent. Relevant content is what helps build and nurture lasting relationships and ultimately inspires candidates to apply for or share open jobs.
- Become a storyteller – Think images and videos, not just bulleted lists, to spruce up job descriptions and email campaigns. Highlight the people that candidates would be working with and bring their stories and the employer brand to life. For instance, @NPR uses hashtags across Twitter, Instagram and Facebook to enable their employees to share company culture.
- Know your EVP (employee value proposition) – Trying to reach high-caliber, high-demand candidates via job board postings is wasted money; they won’t respond, according to Lockheed Martin’s Marvin Smith. Define and articulate your unique EVP and show the kind of work that will impact a candidate’s career. (See more from Marvin in his HR Tech presentation).
Candidate Relationship Management (CRM) – Prospects today expect tighter feedback loops, personalized communications and high-touch hiring. CRM helps automate and customize lead nurturing campaigns with present, past and future candidates, so recruiters can focus on relationship-building, not the mechanics of email creation.
- Basics vs. performance – Most applicant tracking systems offer some basic CRM functionality. But high-performance talent acquisition teams have graduated to dedicated CRMs with more advanced lead nurturing capabilities to proactively build relationship-ready talent pipelines in anticipation of future hiring demands.
- Automation is your friend – Solutions like SmashFly can automate and enrich the process of engaging candidates throughout the candidate experience journey. Automation rules customize the experience based on job family and skills. It’s all about getting the right message to the right candidate at the right time.
Social Media Marketing – Social can be a powerful Recruitment Marketing channel for your voice, not just through your own social networks, but also in industry forums. High-performing talent acquisition teams use social media marketing to build new connections and strengthen existing relationships with their employer brand.
- What’s your perspective? – Curate relevant content and show your thought leadership to provide value to the communities you target. For instance, on @NPRJobs, they provide a daily job posting as well as offer snippets about life inside the organization and share industry-related content. Distributing just one job posting to their social feed per day ensures the majority of content is focused on interesting news and stories around company culture.
Employer Brand Management – The strength of your employer brand is why top candidates apply. Therefore employer brand management is not just about having a great career site design. Talent acquisition teams are getting smarter about targeting the message to their critical job families.
- Microsites made easy – With the right tools, recruiters don’t require graphic design or HTML coding skills to create microsites targeting specific demographics. For SmashFly customer CDW, a leading provider of integrated IT solutions, the tactic has been very effective. By leveraging 40+ unique landing pages, CDW can adapt its employer brand story to engage unique candidate audiences with custom content, messaging and jobs for these segments. (Our webinar with CDW’s Troy Heinritz explains how they leverage a Recruitment Marketing Platform to do so.)
- Be in the conversation – Success is heavily dependent on having the right technology to monitor your employer brand reputation. High-performing Recruitment Marketing enables employers to closely monitor candidate sentiments, including specific words and phrases associated with pros and cons of the company.
Search Engine Marketing and Advertisement (SEMA) – Getting job postings and career pages to consistently appear at the top of organic search results is incredibly tough. It’s why increasingly recruitment marketers leverage a combination of search engine optimization (SEO) techniques and pay-per-click (PPC) ads / sponsored listings.
- Blog away! – Content marketing can be used in SEM. Blog posts (using prominent keywords & trending topics) dedicated to conveying the company culture and experiences and achievements of employees can boost the performance of your website in job seekers’ search results.
- Long-term view – SEMA success requires a long-term strategy with clear goals. Results are difficult to predict and require an ongoing investment of time. You must track and analyze the rankings of company career sites and job postings in search results, and continually keep up with changes in search engine algorithms.
- Verdict is out – A recent Brandon Hall Group study found that only 13% of employers view SEMA to be more than moderately effective as a sourcing tool. Though that could improve as more high-performing organizations learn, most are likely to opt for less challenging ways to attract talent.
- What are candidates searching for? – Job titles are important not only in attracting candidates through SEO but also in how your jobs are found by candidates on job boards and other sites where you market your jobs. Adopt terminology and keywords that candidates use when job searching, and track the effectiveness of different job titles with data and metrics to identify the best go-to-market strategy for critical job families.
Of course, regardless of strategy or tactic, the thing that all high-performing recruitment marketers have in common is end-to-end reporting and analytics. As Peter Drucker notably said, “If you can’t measure it, you can’t manage it.” The good news is: SmashFly’s got you covered here as well.
To learn more about high-performance recruitment marketing best practices, download the full Brandon Hall white paper by clicking the banner below.