Ted is looking for a job. While he’s riding the train to work, he visits the careers page for Company A, clicks through some content, reads about some jobs, and leaves. That night, on his way home, he revisits the careers site but immediately notices that the experience is richer and more tailored to what he is interested in. Instead of seeing everything on the site, he is guided to new pieces of content and jobs that are personalized to what he wants to see. Before he arrives home, he quickly puts in his information to be added to the company’s talent pool, converting from a casual visitor to an engaged candidate.
While today’s job seekers are becoming increasingly savvy about how companies recruit and engage candidates, everyone wants to feel like they are participating in an activity that is personalized for them. This type of personalized experience is going to become increasingly important for achieving recruiting results in the future.
When you think about it, relevancy is everything. Receiving information about jobs or even news that is irrelevant to your interests is a way to immediately turn you away from a source of information that is competing for your attention. If we want to get the attention of candidates, especially passive ones, you need to be incredibly relevant to their needs, interests, and desires.
People expect their technologies to know them as well as they know themselves, and this is just one example of how a few actions, or signals, from a job seeker can help craft an experience that is highly targeted. This includes lead nurturing and engagement activities as well as the job marketing process — it’s a carefully designed approach that can drive action by delivering a highly customized interaction for every candidate.