When your company is recruiting job candidates, visibility is the most important thing to keep in mind. Can job hunters find your jobs? You must ensure you're getting noticed in the right place, at the right time. Digital recruitment marketing is the tool that helps you achieve this!
We know this better than anyone else. At Hueman, our business is centered on virtual, digital recruitment marketing. Our recruiters are trained in cloud-based technologies, best-in-class marketing tools, and on the art of phone and video recruiting and sourcing.
So how do you build an effective recruitment marketing strategy of your own? Don't worry—we've broken this down into 10 key steps for you.
10 Steps to Building an Effective Recruitment Marketing Strategy
1. Build Your Recruitment Marketing Team.
First thing’s first: building an effective recruitment marketing strategy takes a village! Well, kind of. You must build a recruitment marketing team.
Who should be on this team?
Some organizations have in-house Marketing Teams. If you have access to them, awesome! They can guide you through this process. If you don’t have access to a Marketing Team, that’s OK! Try to engage with a coworker who may have social media marketing experience, may be a strong writer or may have advertising experience.
Just ensure you divide and conquer! If you are leading (or part of) a department that hires regularly, delegate an expert for each marketing wheelhouse. Identify experts in social media marketing, job-description writing, SEO optimization and LinkedIn sourcing. Each person can own a piece of the process, and you don’t have to know it all.
2. Define Your Employer Value Proposition (EVP).
Do you know what an “employer value proposition” (EVP) is? Do you know what your company’s is? An EVP explains why someone should work for your organization while setting the guidelines for your company’s culture and values.
In Hueman’s experience, businesses with a clearly defined brand and EVP are more successful in both recruiting and retaining good candidates/employees.
3. Understand Your Candidate’s Online Experience—Then Improve It.
Would you want to spend hours online filling out an application that is repetitive and asks for too much information? Well, neither does a future candidate. Put yourself in your candidates shoes when creating your online job application process. If you don't want to fill out, then chances are no one does. In fact, 60 percent of job seekers quit in the middle of filling out online job applications because of their length or complexity.
Some questions to consider to improve your recruitment marketing tactics:
- Is your jobs/career section easy to find on your company’s website?
- Is your job application mobile optimized? (Can someone easily apply on their smartphone?) 50 percent of job seekers complete a job application on their phone.
- Is the job search function easy to use?
- Does your job search function have filters?
Answer those questions; and then get to improving your job candidate’s online experience with your company’s job application.
4. Establish Quantifiable Goals.
What gets measured, gets done. Don’t forget about setting goals for your recruitment marketing program!
Promoting a job effectively takes time and money. Your goal may be as simple as “Garner 10 applications for my job opening.” Or, you may think larger scale and set a goal such as “Increase total number of candidates via mobile by 15 percent within the next six months.”
Either way, you must set formal, objective goals recruiters and recruitment marketing team members can understand and strive for.
5. Set a Budget.
As much as we like to believe that if done right, marketing should be free, that perception is just not right. (Boo.)
People are the greatest investment for your business. So, finding the best employees for your company will cost money.
If you can understand your average cost-per-apply for a job, and how many applicants you need to nab a hire, you can determine your precise budget per channel and modify it over time. (You’ll need historical data to drive baselines and decisions, so it will require testing at the forefront.)
Check out an example of how we approach job-level budgeting:
6. Increase Job Visibility and Identify Advertising Opportunities.
A key piece of marketing is visibility. You want your job openings to be seen! And there are best practices to drawing such attention.
Let’s start with the first thing on your job description: the job title. What is the job title you’re hiring for? Is this job title commonly used, or is it a fancy, internal name?
So, how do you ensure your job title is searchable and sensible? Perform an online search for some potential job titles and see what comes up. You can use Google Keyword Planner or Google Trends (free!) to discover if the terms you want to use are being searched or which ones may be a better fit.
Advertising opportunities for your business is investing time and money into websites that are correlated to what you are advertising and what audience you are trying to reach such as your perona. Your persona is your blueprint to who you need to attract (or market to) and unveils where you can find them.
For example, say your job candidate is extremely proficient and active on LinkedIn. Consider investing in LinkedIn advertising! Use your demographics, interests and work experience for your targeting parameters when building your ad.
7. Formulate Your Marketing Mix.
Job sites are just the beginning of your marketing tactics. There are other resources that you can add to your marketing mix, such as:
- Social media
Marketing is all about experimentation. Test out various days of the week, times of day and types of posts (pictures, links, videos, etc.) Use those strategies to add to your marketing mix which will drive future posts, emails and messaging.
8. Schedule Key Marketing Activities.
Once you have established a recruitment marketing strategy, it's important to schedule marketing activities to attract
Outline your key marketing strategies to reach your goals, such as:
- Set up an Indeed account.
- Sponsor jobs on Indeed.
- Redo job descriptions.
- Switch to an ATS with a job distribution capability.
- Establish a social media posting strategy.
9. Measure, Analyze, Repeat.
It’s imperative to monitor, measure and analyze your marketing activities and investment. You should continue to evolve and improve your strategy over time—no matter how long you’ve been doing it.
There are basic (free!) tools that are readily available (that live within and outside your marketing platforms such as Indeed) that can help your monitor performance, such as Facebook Ads Manager and Indeed Job Analytics.
10. Communicate the Strategy to Recruiters.
Before you press “go” on your recruitment marketing strategy, marketing tactics and activities must trickle down to the desk level—the recruiters’ desks, to be specific.
Communicate what you are doing and why you are doing it. If they can understand the time and money investment of your recruitment marketing strategy, they’ll be more likely to buy in and do their part.
We’ve just skimmed the surface on building an effective recruitment marketing strategy. To learn more about each of these 10 steps, download our World Class Recruitment Guide.
About the Author
Sarah is the Vice President of Marketing for Hueman. What's most important to me? To lead a happy and healthy life and be a great role model for my two daughters. In One Word, I Am: Passionate. My career? Four years of marketing experience within advertising agencies and six-plus years of marketing experience within the recruitment/staffing industry.Follow on Twitter More Content by Sarah Palmer