Keep up with the latest hiring trends!
The advent of the internet has changed business forever, making it easier for consumers to find the exact products and services they are after. But could employers use the same tricks to entice talented new staff to their workplace? Customers are attracted to brand and quality, something they share with jobseekers. Recruitment marketing looks to harness the power of company advertising and couple it with strong recruitment strategies, to ensure maximum impact.
With nearly 75% of internet users having some form of social media account, recruiters can now cast their net further than ever before. But making sure you target the right candidates is still the lynchpin to successful hires, as attracting top talent means you won’t be repeating the process six months down the line.
Understanding The Value Of Effective SEO
SEO (Search Engine Optimisation) might be one of those terms you’ve come across before, but never stopped to think about. Perhaps you believe it’s only for larger companies or isn’t worth the investment? Well, it’s time to change those beliefs. SEO is one of the most important tools for any business that operates online and a fundamental part of recruitment marketing. Without it, you are unlikely to reach the first page on Google anytime soon.
Exposure is everything, especially in recruitment, where candidates are inundated with potential job matches every time they check their emails. Appearing in a search engine or job board’s top ten results for a certain keyword places you miles ahead of those languishing on the next page down. Although applicants are willing to put in a bit of legwork, their interest is far more likely to be piqued by optimised job adverts early on in their search. Knowing the most common keyword searches in your industry enables you to match your adverts with what your candidates are googling. For example, a company looking to hire an administrative assistant might consider keyword variations along the lines of: ‘admin assistant’, ‘secretary’ or ‘administrative aid’. Covering all your bases ensures that no one slips through the net.
Candidates Tend To Avoid Bland Brands
Look at some of the world’s biggest recruiters. Walmart, McDonald’s and the all the other leading companies have something very distinctive in common – brand identity. Although your business might not be on quite the same playing field as these industry giants, it doesn’t mean you should forget about creating a name for yourself.
People always return to brands they recognise, so if you don’t spend any time working on your social media or blog, you can’t expect candidates to invest their time in you either. If a quick google of your company name only throws up links to a poorly maintained website and an empty Facebook page, then job seekers are going to look elsewhere.
Recruitment marketing allows you to combine good branding with a strong online presence, helping you connect with your candidates. Businesses benefit from consistent exposure, because it gives them an advantage over their competitors. Even if you run a small operation, staying in the public eye means there is always fresh content for people to view and this allows you to stay in the minds of a much larger audience.
Being Original And Approachable Is Everything
Of course, exposure won’t count for much if you don’t bring something different to the table. With the recruitment market becoming more and more saturated, you need to offer an angle that other businesses don’t. Clever advertising can help you stand out from the crowd.
The way you word your adverts can be particularly important, as candidates can grow tired of reading the same formulaic job descriptions. In order to sell your business, you need to be convincing and interesting. A role in your company should sound like an offer of a lifetime. Many companies are under the illusion they are doing their candidates a favour, but this presumption needs to be dispelled. Coming across as welcoming in your adverts is far more effective than appearing superior and condescending. Using social media can make this even easier, as you will be able to connect with your applicants in a less formal manner before they apply. Companies that want to hear from their customers are more likely to hear from interested candidates too.
Going into business without a recruitment marketing strategy is much like searching in the dark without a flashlight. Although you may think you have found the right candidates, you can’t be sure unless you know you have uncovered all of them. Nowadays, companies are competing for candidates just as much as candidates are competing for jobs. Recruitment marketing enables you to network across many different platforms, in order to discover the perfect applicant for any given role. So rather than routing around, hoping that people will come to you, switch on the light and start connecting with the world today.
Ron Stewart has worked in the recruitment industry for 30 years, having owned companies in the IT, Construction and Medical sectors. He is currently running the Jobs4Group, including Jobs4Medical.