Some companies are finally getting the idea that you have to do more than say “We’re hiring” to attract the attention of job candidates. It’s evident that they’re starting to understand the importance of showing that they are a company made up of real people, so they’re featuring employees in stories and social posts. Unfortunately, what hasn’t sunk in yet is the fact that there’s a certain kind of content that will actually do the job of nurturing relationships and influencing candidate decisions, and then there’s another kind that won’t help at all.
Once you’ve recognized that you’re not going to get the recruiting results that you want by doing the same thing you’ve always done, you need to communicate how a new approach - recruitment marketing - is going to serve your company and meet your business goals. You’ve never done recruitment marketing before, so you’ve never had a budget for it. Even though everyone knows something has to change, you’ve got to help people get over their feelings that change is the bigger risk than staying stuck.
If the only way that people can respond to your recruiting messages is by applying for a job, you’re missing a big opportunity to build a recruiting pipeline. Not everyone who’s interested in a position at your company is ready to apply when they become aware of you. And you might not have an open job that’s a fit for a potential candidate at the exact time that they made their way to your website.
If recruiting for your company has been tough and you’ve started to explore how you can change your approach, you’ve probably come across Recruitment Marketing and Employer Branding. If this is you -- Congratulations! You’re onto something! But when it comes to deciphering exactly what these two disciplines are and how they work together, it can be a bit confusing.
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.