Everybody’s hiring right now and doing what you’ve always done with recruiting is just not getting the results that you need. Part of the problem is the employment landscape and the economy as we come out of a pandemic, but for some industries the low labor supply was already anticipated before the pandemic. Whatever the reason for the current situation, competition for talent is fierce and it’s putting stress on businesses, making it difficult if not downright impossible for them to meet their goals
Would you ever buy a house without walking through it first? Do you think you could make a confident purchase if you weren’t even allowed to peek through the windows? Probably not. Yet that’s what you might be asking your job candidates to do if you don’t use employee testimonials in your recruitment marketing. Employee testimonials give your candidates a window to peek through to see if your company is a good place to work, and if the job you want to fill is right for them.
Consumerism has overtaken recruiting. People are using the same behaviors to look for a job that they use to buy products and services. The first thing job seekers are going to do is go to your website and they could have many online interactions with your company before they make the decision to apply for a position. Big corporations are using recruitment marketing to help candidates down their decision-making journey and you can, too.
There are so many “We’re Hiring” posts on social media right now. While there are unique challenges for different industries, just about anyone who needs to hire workers is struggling with recruiting. Sharing your hiring needs with your network and community is definitely the right thing to do, but when you attract the attention of a potential applicant you might be sabotaging your success when they go to your website to learn more about you and can’t find what they’re looking for.
When you hear the word “branding” your mind might think of logos, colors and design. While a consistent visual presence certainly plays a part in creating a positive impression to the job candidates that you want to attract, employer branding encompasses a whole lot more than your graphic style. It’s your reputation.
Your employer brand is your reputation as a good employer and companies that actively manage their employer brand are using marketing tactics to help job seekers find the information they're looking for to make confident career decisions. The result is that they’re able to nurture relationships with candidates and develop their credibility as a good employer. They’re also seeing their efforts translate into cost and time savings for their businesses.
Technology has made us predictable. We use the same behaviors to explore, discover and research job opportunities that we use when we’re shopping for the products and services we need for our personal and professional lives. We seek out answers to our own questions and by the time we’re ready to contact a business or walk through their door, we have a pretty good idea of what direction we want to go. Asking and finding answers to questions helps us develop confidence that we’re making a good decision.
Lori Creighton has earned Recruitment Marketing Certification through the Smashfly* Transform Academy. The certification is recognized by SHRM (Society for Human Resource Professionals) and the HR Certification Institute as eligible for continuing education credits for HR professionals. Recruitment marketing is the use of marketing tactics to achieve recruiting goals. It’s considered an emerging discipline within the field of HR but it requires a very different skillset.
Once you decide to start a storytelling initiative, it’s time to rally support within your company and get people excited to participate. You’ve already got buy-in from leadership, because they understand how the right talent enables their business strategy. Now you need to get everyone else in the company onboard. This is critical, because you can’t tell employee stories with your employees!.
HR professionals aren’t the only people thinking about recruiting. Recruiting is on the minds of business owners and executives who are tasked with implementing business strategy because they know that their ability to meet their business goals depends in large part on their ability to attract and retain the right talent. Recruiting is more difficult than ever in our low unemployment economy and traditional methods just don’t work like they used to. Part of the answer to getting better recruiting results is to change your approach and become proactive instead of reactive.