If your pipeline is feeling a little lean and you keep getting sent to voicemail, it may be time to rethink your recruitment strategies. We’re all hurting. No one is unaffected by new dynamics in the labor market, which include both layoff rounds and shortages. It’s creating a strange influx/outflux flow that may make it hard for you to find and retain top talent.
In case we’re the first to say it, let us say it: this is the new normal. If you haven’t adapted your hiring strategies in the last 10 months, let alone the last 10 years, the time is now. It isn’t too late, but every second that goes by is full of missed opportunities to get it right.
So, here are 10 ways to get recruitment marketing right.
Why do you care what we think? Because we’re YBM, that’s why – and we know our way around business marketing and recruitment. Jump to our recruitment services if you need help N-O-W.
What is Recruitment Marketing?
At risk of telling a long winded story before we get to the recipe (we hate that too), real quick let’s define what we’re talking about here:
Recruitment marketing is a human resources discipline that focuses on advertising both a job and an employer to better recruit top talent.
It’s kind of new. It’s entirely essential.
Here’s how you do it.
1. Set Goals for REC Marketing
And no, your goal isn’t always: “hire a new account manager.” The marketing effort in recruiting isn’t the same as the recruiting itself. This requires finesse. You’re basically making your company — and, by association, the open position — look like that melty fudgesicle or fresh-out-of-the-box sneakers, or gleaming new car. Desirable. Attractive. Important. Set some goals for reach as well as other typical marketing KPIS so you know when you’re succeeding.
2. Don’t be a Used Car Salesperson (the Bad Kind)
First: we love used car salespeople. No shade. They can be great people who provide an important service. They get a bad rep, and that’s the part we’re talking about. It’s the throw-your-keys-on-the-roof-so-you-can’t-leave weirdness: the pushy salesperson people will break a leg to avoid. Your recruitment marketing shouldn’t be fake and it shouldn’t be over-the-top. Be authentic.
3. Increase Brand Awareness
Recruitment marketing should go hand-in-hand with overall branding. This is where you venture into territory like LinkedIn or Facebook to build solid social proof. Think about it: what’s the first thing a candidate is going to do when they hear from you? Google you. So, what do they see? Where is your brand active, and how does it look? Recruitment marketing spiffs up those online profiles, implements sound posting and networking practices, and gets more eyeballs on the brand.
4. Build Interest and Excitement
Maybe you sell medical equipment. Maybe you sell mortuary services. It doesn’t matter whether everyone on your team thinks people will be interested in your company: that’s the job of a marketer. The idea that “we’re not as exciting as X” is a death blow to enthusiastic recruiting processes. People will want to work for you. Help them understand why by investing in efforts that build interest and excitement in what you’re up to in the marketplace.
5. Bide Your Time and Build Relationships
Being relational is a huge pivot in recruitment. More than ever, people expect to be wooed a little. After all, they have options. Recruitment marketing is about giving people the right view and walking alongside them on the journey. Check in. Re-engage. Nurture the relationship just like you would a good old fashioned marketing lead.
6. Drive Action
While you want to give people some time, you don’t want to waste your time. You need to hone your instincts for when someone is truly interested and when they’re just tirekicking or enjoying the perks. Be sure you drive action with urgency messaging, time-sensitive requirements, and other aspects that make it clear: this candidate isn’t the only fish you’ve hooked, and they better commit or jump.
7. Attract Competitors’ Talent
Don’t be afraid to find and pursue candidates from competitor pools. This means targeted ads to people who follow your competitors. Remember, if the talent pools are less dense than before, you don’t really have a choice. The best and brightest have to work somewhere: why not with you? Keep your finger on the pulse with regular competitive analysis, reading PR releases, and more to know when major or minor players may be ready to make a move.
8. Post Local Content
After talent in the Chicago market? Reshare posts on LinkedIn from the Chicago Tribune. Want to headhunt in Silicon Valley? Be sure you have plenty of DeGens or tech innovation posts. Stack the deck to catch the attention of local talent by sharing, resharing, and connecting on local platforms with local content.
9. Go Where the People Are (Platform-Wise)
Not every type of future employee is hanging out on LinkedIn, although we strongly suggest being present there. You may need to be doing recruitment marketing on Reddit, with the NAR, with the AICPA, on Github, you get the idea. There are a lot of areas people huddle nowadays: be sure you’re hanging out with them.
10. Use Paid Social Ads
Not just Google. Social too. Paid social ads can go a long way and show up on feeds people are already logging into everyday. They may also give you an ability to target people similar to your employees or followers and be more specific, ensuring a greater ROAS.
Recruitment Marketing Wins
Here’s what could happen if you get this right:
You could become well-known for being an awesome, fulfilling place to work.
You could become the place everyone recommends to their friends and colleagues.
You could become a household name.
Ultimately, the future of any business relies on recruitment marketing, because you can’t grow without people.
If you’re struggling to keep up or adapt, contact us today.