Recruitment marketing is an ever growing and evolving industry. As more and more organizations develop strategies to manage candidate pipelines beyond open vacancies, it’s more important than ever to stay ahead of the curve.
I recently participated in SmashFly's Transform Recruitment Marketing online course. It was an incredibly insightful series of webinars targeted to employment brand and recruitment marketing specialists, backed by plenty of data, research and expert advice.
Here are my seven top takeaways for creating an effective recruitment marketing strategy in 2018.
(Note: All statistics quoted are US-based.)
1. The candidate journey is not linear
Did you know candidates are 57% certain they want to work at an organization before they even hit 'Apply'?
Candidates very rarely follow a linear funnel. Instead they profile organizations well before they begin to apply for a job there.
There can be up to 18 touch points across social media, emails, hits on careers sites and blogs before a candidate accepts an offer with your organization.
2. Brand-led organizations have lower employee turnover
"People come for the brand, convert for the job, and stay for the culture."
Brand-led organizations do more than advertise jobs or promote products and services, they understand the importance of sharing content about their employees, their values, their culture – and they allow others to do the sharing.
And the incentive to prioritize employer brand? Organizations that are brand-led have a 26% lower turnover rate and a 50% lower cost of hire.
3. Share your workplace culture
There are two main barriers for candidates applying for a job in a new department or organization:
- They don't know what it's like to work there.
- They don't know what the job will be.
According to SmashFly, less than 1% of job descriptions even include a video or image – there is a huge opportunity here to show candidates what it's like to work at your organization through video job ads.
Giving candidates a clear idea of your culture helps them to opt-in or opt-out of the hiring process, in turn creating stronger shortlists and reducing your time to hire.
4. Follow a plan when sharing content
SmashFly recommends sharing brand-led content according to the 70/20/10 rule:
- 70% that’s interesting to your audience – curated by you, sourced by 3rd parties and aligned to your brand.
- 20% that's company produced and reusable – use this to share more about your culture, stories and case studies, and proof points.
- 10% about jobs, promotions, and events.
A very basic question to ask about your content is, ‘Is it useful?’ Candidates are looking for more than just jobs from an organization; how are you adding value to your candidate pipeline?
5. Add value to your candidates by highlighting their contribution
In order to really engage candidates with job ads – and this applies to both written and video job ads – make sure to focus less on the organisation, and instead highlight the candidate contribution.
A few good questions to answer when writing video scripts and job ads:
- Why you?
- Why here?
- Why now?
6. Calculate the cost of an open role
How do you quantify the cost of an open role?
Learning to calculate the cost of an open role will help you judge whether paid targeting is worth considering. Targeted advertising to passive candidates can help you reach prospects with hard-to-find skills. At VideoMyJob we call this ‘Boosting’.
The cost of an open role can typically be calculated by taking an organization’s annual revenue (AR), dividing it by the number of employees, and then dividing this figure by 365 (the days of the year).
If a role is unfilled for three months at a company with 150 employees and an AR of $100M, it would end up costing around $164K. That’s $1823 in lost revenue per day!
7. Remember that you’re talking to a human, not a computer
Avoid keyword stuffing at all costs.
Google’s bots can identify keyword stuffing and your content may be penalised. Remember to use language that your candidates will understand and respond to – humans before bots!
Want to learn more about how to engage candidates with your content? Find more great resources at SmashFly.