You are not the only one who struggles to attract talent in the digital era, because technology has changed the game even in the recruitment world which forces recruitment processes into a digital direction.
But perhaps implementing new digital technologies is not really the field where you excel in and maybe you don’t know much about it either. Maybe it’s your marketing team that is not as supportive as you hoped it would be either because of the lack of time or knowledge in this unique field.
We understand that you’re tired of investing and pumping more money into job boards or recruitment agencies that simply fail to deliver you the qualified talent you’re searching for. What you need is an optimised career page that attracts candidates. Your recruitment team get frustrated because they are unable to catch up with the workload.
You are aware that improvement is needed, and you know recruitment efficiency and effectiveness needs to be improved in order to reach those KPIs whilst being able to guarantee your team is happy and engaged with your company.
The talent attraction timeline, a journey through the evolution of recruitment marketing techniques utilized in the last 20 years till today.
evp and employer branding
Developing a corporate identity and EVP to effectively communicate with a talent pool.
Employee Value Proposition
The EVP is how the labor market and employees perceive the value they gain by working in an organisation and typically consists out of 5 components that, if optimised, can give a company a significant competitive edge when it comes to attracting talent over other employers. What an organization promises to employees as the value of working there.
The rewards that a company hands out for the performance of the employees which typically include monetary and non-monetary rewards such as salary, health and retirement benefits, and vacation days. These are the standard values, each organisation has, and in turn it provides several opportunities to be differentiate them for the . For instance, what determines whether an employee enjoys an increase in their salary?
This involves various parts of the job such as business travel, innovative work, the interest employees show in their job as well as their level of impact and whether they are acknowledged for their performance. In addition it is of vital importance to determine whether employees, under the workload they experience, are still able to maintain a healthy work-life balance. A company that is able to advocate and promote that they support a healthy work-life balance will presumably do well when it comes to attracting candidates. Especially in Poland where spending quality time with the family is of the utmost importance for Poles.
What makes the company prominent? Is it your customer base that is 100% satisfied with the products or services you deliver? Do you take responsibility for the environment? Or are there other reasons as to why your company stands out from the rest? There are many other factors as well that play a role in how the labour market and your employees view your organisation. But it boils down to the fact that as an organisation you need to show what your employees should be proud of for working at your organisation! Is it the product? Are you selling a well-known prominent brand? Communicating this internally and externally is what significantly contributes to your employee value proposition.
What opportunities do your current and future employees in terms of their career development path and future career opportunities. An example for showcasing the schemes you have in place related to career growth by means of a team. Let your employees / star player have the word and enable and encourage them to spread the word about the opportunities that lie ahead when someone decides to join your organisation.
If you managed to cultivate a happy workplace where your employees can enjoy a collegial work environment with a fair amount of camaraderie involved, you have something to show off as not every company accomplished this. How are people managed? Are the line managers enough engaged with their team? Do they listen and help them out with their issues / queries as well as supporting them with their individual goals to achieve more within your organisation?
Your employer brand is your reputation as an employer and helps the candidate to make a decision whether they would like to work with you. It is what makes your firm unique, it shows what it means to work here. That decision is cognitive, but also often emotional. Establishing a strong employer brand comes with the following advantages:
- Employees search for more than just remuneration for the work they perform. Even though you might not be able to hand out huge bonuses and / or high salaries, but having a strong employer brand might help to win the candidate over as you are an awesome company to work for.
How do you achieve this? → Make sure that your company values are visible and communicated properly within your job descriptions. Make it very clear that working at your company is a huge miss to anyone who didn’t apply for the job you have Available, noting down the exact reasons why.
- Not only in your job descriptions these values should be exhibited, but during the interview process as well.
How do you achieve this? → It’s of extreme importance that you are open and honest throughout the recruitment process to your candidates. You should show all the positive parts of the company, but honesty is what’s key here. This means that if there are any issues that you can disclose with your candidates, by all means, do so. Candidates will appreciate the honesty, and if some of the issues would shoo them away, so be it. The last thing you want when it comes to your employer branding is to hire someone who got false expectations, get disappointed, and in turn leaves your company and starts bad-mouthing about your company.
- Google is a great example for the following benefit of having a strong employer brand. There are not so many people who would say, ‘ I don’t want to work at Google’. Because, throughout the years, Google has managed to build up an employer brand to such an extent that they have to do little effort to attract candidates for the job openings they have available. The result? Reduced recruitment costs.
How to achieve this? → The moment you have been able to build your employer you can start enjoying lower recruitment costs by enabling potential candidates to sign up for job alerts. Mind you though, that is the result after a long period time of investing in your employer brand.
- Another huge advantage of a strong employer brand is that you’re able to save the most precious things of all time: Time.
Why? Because, it will take much less time to fill a vacancy if you have a positive reputation as an employer.
digital recruitment marketing
Use Inbound and Digital Marketing solutions to attract talent and to maximise your brand awareness.
The time of posting your vacancies on job boards is over. What many companies don’t realise or don’t act on is the fact that most of the talent they are searching for are very easy to reach. But we have shifted from them reaching out to us, the recruiters, to us reaching out to them. Take IT talent for instance. They have to do as much as nothing to get job offers due to the booming demand of capable IT talent. I’m not an IT guy, never was and probably never will be yet still I receive a couple of job offers on a weekly basis. One could argue that this is digital recruitment, but it only touches the surface of what digital recruiting really is. Recruitment has changed, for good. This comes with a lot of disadvantages as it’s much harder to attract the talent your client needs for their teams. But the advantages of a sound digital recruitment marketing strategy executed correctly, strongly outweigh these disadvantages and here’s why:
- You will reduce costs
We have already established that candidates will search on their own for new job opportunities, which means that your job opening have the possibility to be found by them as well. But if you think that this will happen just because you have a few job openings posted on your website I have to disappoint you. You need to put in the work to be found online, but once your website gets a prominent position on Google’s SERP the visitors / potential candidates will come. Easy peasy, lemon squeezy, right? Not really…
- Consider the time you will save
The digital era has enabled us to have rapid conversations with one another. So why not with candidates? Whatsapp for Business is rolling out soon and it’s only a matter of time before communicating with potential candidates becomes even easier. It’s up to you to grasp these opportunities and
- You’re able to recruit whenever and wherever you want
The time in the realm of social media doesn’t stand still. There’s always some buzz going on and of course there are ups and downs in social media activities, but essentially, with right tools, you are able to be receptive for any questions your potential might have.
- Your ideal candidate is one click away.
With nowadays globalised markets and the mobility of people it’s almost unthinkable that you should hire only from your local market. Naturally, it’s easier if your ideal candidate lives around the corner of your office building, but with all these tools that enable you to get in touch with potential candidates from all over the world, why would you settle for something less?
- Staying in touch has never been easier
So what that you didn’t find the perfect candidate now? If you established a relationship with a potential candidate and gained his/her trust it’s time that you nurture them with valuable content that helps them with any of their future aspirations. Doing this, not only helps you to maintain this level of trust, it also increases your chance of him/her coming back to you in the future to inquire about any job openings. This is where a talent community comes to mind.
There’s a huge strategic component involved when you implement recruitment marketing.
You don’t want to find candidates only because they are readily available’. You want candidates who are able to make an impact on your organisation. Recruitment marketing can make this happen. If you ask me, recruitment shouldn’t be done with it’s necessary infusion of marketing in the first place, but that’s just me.
Let me break it down for you.
Do you know who you want to hire? Or is 3 years of experience in role X enough of a qualification to get the job on offer? If your answer is ‘yes’ you might want to reconsider if this candidate is actually a fit.
Why not trying to actually get to know the person which matches your requirements almost 100%? Perhaps this sounds like mumbo jumbo to you, but it’s certainly not unattainable. What you need to do is create a candidate persona, or, personas depending on how many vacancies you have. And here’s the catch: the information you need to create a buyer persona is right under your nose (and free). You guessed it, to find the ‘perfect’ candidate why don’t ask your current employees what brought them to apply at your company?
Knowing who you want to hire significantly increases the chance that you will find somebody who is a great match for your organisation.
A second benefit that should make you excited for implementing recruitment marketing is the fact that once you have a recruitment marketing program up and running you can start seeing your candidate pipeline fill with candidates that all relate to your buyer persona(s). The result? Your team will have to put in less effort in finding candidates that are suitable for your organisation and once they opted-in (as is required according the GDPR as per May 25th 2018) for your marketing activities, you have a pool of candidates who can be contacted for future opportunities so your team doesn’t have to start from scratch. In other words, recruitment marketing can be a huge time-saver.
Unfortunately, there are no concrete talent attraction best practises I can give you for achieving this. However, I cannot stress enough that you always need to revert to your candidate persona. After all, it’s about them and not about you.
So, how to create a candidate an unforgettable candidate experience so you can start with filling your candidate pipeline?
Ask yourself the following question, what brought you to read this article? My guess is to get an answer to your must burning questions when it comes to talent attraction and retention. In other words, you were seeking for a solution to a problem. Candidates are no different! Especially when it comes to a decision that potentially could change their lives, which is the choice they have between jobs.
This is where you come in.
Your organisation needs to show that once a candidate shows interest in your organisation you are able to help them out with the questions that keep them awake at night. How to do this? Personalised content that educates them, entertains them, and more importantly prompts them to open-up for a conversation.
Most of the corporate websites I see all have one thing in common and that is content that shows how awesome they are because of [enter corporate jargon here], whereas in my opinion they should (and could) be a bit more transparent by, for example, providing content which provides an outlay of the possibilities of a candidate’s career path and not to mention, content that showcases the culture of your company.
Here’s a tip for you:
Give the word to your employees as well. THEY are the ones who go wake up in the morning and commute to work at your company and so will your future employees. So, what drives them? Let them speak their minds and show the findings on the blog section or even the homepage of your corporate website.
I think it’s safe to say that nowadays every candidate has access to the internet, and they will use it to research how working at your company might look like. Now you know this, you also know you really need to start working on the appeal of your website by showing what candidates want to see and not what looks nice according to you.
In turn, doing all of the above will help you to strengthen your employer branding as well.
“I’m surprised how few companies have a really good message that captures the essence of the company’s mission and why working there and being a part of that is exciting.” – Todd Raphael, Editor-in-Chief at ERE
After you tailored your website and content to your candidate persona, you can start creating a little thing recruitment marketing takes a lot of pride in – a talent community.
This is a community that not only shows interest in your organisation, but are also likely to be better qualified, and tailored, to your organisational needs, and vice versa – your company is offering what candidates are searching for too and can already feel some kind of connection with your organisation.
Talent Community and Automation
Build or re-engage with your talent pool, through tailored action plans and customizable long-term nurturing campaigns.
Analyse the market and mapping the competitive landscape along with the talent pool from direct competitors or companies where it is possible to attract talent from.
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