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| What are the links between digital transformation and recruitment marketing? |
Consumer behaviour is driving the need for digital transformation and any business that wants to stay competitive going forward needs to adapt to this by including recruitment marketing as part of their overall transformation strategy.
Consumers now have access to a myriad of resources where they can research the best products for their requirements, along with user reviews and comparisons. They no longer need to visit the store in person to buy the product and can make a purchase 24 hours per day.
It is now a buyers market and marketing departments are adapting at great speed to keep up.
Recruitment teams are in the same boat when it comes to these required changes and an integrated recruitment marketing strategy is vital when embracing digital transformation across the company.
What is Recruitment Marketing?
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| We've heard about it, but what exactly is recruitment marketing? |
The definition of recruitment marketing on Wikipedia is "all activities and strategies aimed at building and maintaining employer brand, extending reach and exposure of career opportunities, building and nurturing candidate relationships, and all management of messaging and advertising of talent acquisition efforts."
As you can see, if you are working in-house or agency side, it is now important for you to start approaching your work as both a recruiter and as a marketer – whether the REC tells you this or not!
Marketing for recruitment
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| Marketing and recruitment overlap |
What differences are there between the buyers above and potential candidates for your vacancies? Not many!
Whether a candidate is passive or active, they still approach their job search and decisions on their future employer as a “purchasing” decision.
You can be rest assured that they won't just take your word for how good the opportunity is and the best talent won't just jump into making an application for a job, whether you have approached them directly or not!
They will research your company, its reputation and its culture online, they will look you up personally on LinkedIn. Reviews on sites like Glassdoor make it helpful for future employees to find out what your company is really like to work for. Social media accounts will also be checked to look for other employees and the culture of the company. There are hundreds, if not thousands of ways that a future employee can find out further information.
This is where a recruitment marketing strategy is going to be crucial, but the question is....
This will be the topic of a future post, but in brief:
This is where a recruitment marketing strategy is going to be crucial, but the question is....
What is a recruitment marketing strategy?
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| Strategising your approach to recruitment marketing |
This will be the topic of a future post, but in brief:
Recruitment marketing strategies use inbound and outbound marketing approaches to target specific candidate personae to achieve your recruitment goals.
Wow, you might say! What does that mean?
It's not as complicated as it may seem......
Recruitment marketing techniques
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| Techniques worth considering for you recruitment marketing |
There are 2 different approaches which need to be considered:
- Outbound marketing
- Inbound marketing
Outbound recruitment marketing is when you reach out to candidates directly through direct advertising (website or job boards), paid advertising (media adverts), or using a 3rd party recruiter. Outbound recruitment marketing is the traditional type of recruitment approach.
Inbound recruitment marketing is when you create content to attract candidates which are usually shared online through places such as social media channels. It is aligned with your target candidates' values & interests and positions you as an expert in your field. You become a company that they want to work for. Inbound recruitment marketing is the up to date approach which has been driven by the digital transformation of the candidate (consumer) decision-making process.
As outbound approaches are already used extensively you will already be aware of their pros and cons of using them.
The Firm membership survey 2015-2016 observed that 88% of respondents were using more than 1 job board for their recruitment. This suggests that no single job board can give companies the correct quality of candidate that is specific to their needs. They cost money to use and the time taken to screen candidates who do apply can be extensive.
In the same survey, 93% of respondents were using up to 5 CV databases to directly search for candidates! This also takes time for the recruiters to look through and identify suitable candidates.
Money and time are 2 assets that the modern day recruiter doesn't have. Vacancies need filling quickly and a the least cost as possible.
The Firm membership survey 2015-2016 observed that 88% of respondents were using more than 1 job board for their recruitment. This suggests that no single job board can give companies the correct quality of candidate that is specific to their needs. They cost money to use and the time taken to screen candidates who do apply can be extensive.
In the same survey, 93% of respondents were using up to 5 CV databases to directly search for candidates! This also takes time for the recruiters to look through and identify suitable candidates.
Money and time are 2 assets that the modern day recruiter doesn't have. Vacancies need filling quickly and a the least cost as possible.
As a result of this and also the new candidate/buyer decision-making, extra pressure has been put on companies who are not using inbound recruitment marketing techniques.
Here are some inbound recruitment marketing ideas that could be used to attract candidates to you at lower cost, whilst saving a recruiter time:
Recruitment marketing ideas
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| Some ideas to try in your recruitment marketing campaign |
Here are some inbound recruitment marketing ideas that could be used to attract candidates to you at lower cost, whilst saving a recruiter time:
Creative ads
Gone are the days of being able to post a regular job description and getting hundreds of applications! Your advertising needs to appeal to the needs and interests of your target audience.
Show them where they will be working and explain the benefits of joining the team. This isn't pensions or salary benefits, though. Show them the real company - social events, working environment, an introduction to their manager or teammates.
It doesn't have to be just text - could you make a video or infographic to show them these benefits?
Show them where they will be working and explain the benefits of joining the team. This isn't pensions or salary benefits, though. Show them the real company - social events, working environment, an introduction to their manager or teammates.
It doesn't have to be just text - could you make a video or infographic to show them these benefits?
Social Media
Where are you target audience hanging out? Do you have active accounts on the main channels such as Facebook, Twitter and Linkedin? Is it time that you did?
People are spending more and more time on social media. CJG Digital Marketing compiled user information for a social media marketing infographic which shows that Facebook alone has over 1 billion active users daily! You can't miss out on this potential audience just because the company hasn't embraced social media yet.
Your future employees are using social media, so you need to have an active presence there too.
In 2014, the Post Office received 20,000 applications for their Christmas staff recruitment drive. 1400 were invited for a video interview through video interviewing software created by Sonru. They video interviewed and reviewed 550 candidates in 2 weeks for the first stage!
This would have been nigh on impossible had they have gone down the traditional route of telephone interviewing.
Candidates can be difficult to get hold of, but video interviewing gives both the candidate and the recruiter extra flexibility, as the candidate can complete the video interview at any time before the deadline expires.
People are spending more and more time on social media. CJG Digital Marketing compiled user information for a social media marketing infographic which shows that Facebook alone has over 1 billion active users daily! You can't miss out on this potential audience just because the company hasn't embraced social media yet.
Your future employees are using social media, so you need to have an active presence there too.
Video interviewing
Video interviewing saves time and effort for recruiters, especially during the initial screening stages of the application process.In 2014, the Post Office received 20,000 applications for their Christmas staff recruitment drive. 1400 were invited for a video interview through video interviewing software created by Sonru. They video interviewed and reviewed 550 candidates in 2 weeks for the first stage!
This would have been nigh on impossible had they have gone down the traditional route of telephone interviewing.
Candidates can be difficult to get hold of, but video interviewing gives both the candidate and the recruiter extra flexibility, as the candidate can complete the video interview at any time before the deadline expires.
Has digital transformation changed the recruiting landscape?
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| So what will you do and how will you adapt? |
Yes, it has!
The candidate decision-making process has changed, in line with the consumer decision-making process. They are now in charge and have high expectations on the availability of information that they can find on their own terms.
They don't want to have to wade through lengthy job descriptions to learn what they already know. They want to see their desk, their team and what it is really like to work there.
By embracing digital transformation across the whole of your company, you now also need to ensure that recruitment marketing is included in your discussions or the success of your talent attraction strategy will be cut very short....
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