“We now have a candidate-centric market on our hands, which means that companies must: sell.” —Samuel Barnes, director of talent acquisition, ZanderMax Technologies
In the first blog post of this series, we showed you six steps to build your recruitment marketing strategy. The steps help you define your target candidates and employee value proposition so you can create content to attract top talent. In this second installment, we discuss the mix of inbound and outbound marketing tactics that you need to connect with candidates on social sites and in online communities.
As a quick refresher, outbound marketing is direct outreach to candidates via traditional means, such as job postings. Inbound marketing is about drawing candidates to you with relevant content. Inbound tactics are growing in importance as job seekers, especially millennials, look to establish relationships with potential employers. “It’s not enough to simply say ‘we’re great,’” says Natalina Verta, head of talent for Decibel Insight, which makes analytics software. “You have to contribute something useful and engaging.”
Organizations that use inbound tactics are gaining advantage by hiring candidates from their employees’ social networks, including passive job seekers, who perform 9% better than other hires and are 25% more likely to stay with you. Here are some examples of how organizations are leveraging inbound and outbound tactics to build their talent brand. Use them as a guide for developing your own recruitment strategy.
With the right mix of mobile-friendly inbound and outbound content, you can start converting job seekers into applicants. Keep them informed by letting them know how long the process will take, what they can do to have the best chance, and when they will hear about a hiring decision.
Gerry Crispin, co-founder of CareerXroads, found that 68% of “the best companies to work for” did not notify candidates when a position had been filled. That kind of bad candidate experience won’t work with millennials. If you treat them right, even if they don’t get the job, they will tell others about their positive experience, which will enhance your employer brand and increase your talent pool. Also, use analytics to track applicants so you know where you’re finding the best candidates.
To win the talent war, you have to go beyond keeping candidates informed to deeper levels of engagement. That means doing things like giving them a virtual office tour online (Square is an example), bringing them onsite to shadow someone, or having them do a homework assignment that’s similar to the work they’d be doing. Some companies even offer trial programs, whereby candidates do actual work onsite and receive pay. The benefit is that both sides get to ensure there’s a good fit.
As bestselling author Jim Collins said, “Leaders of companies that go from good to great start by getting the right people on the bus.” Fill your bus with top talent by crafting a recruitment marketing strategy that conveys what’s unique about your culture and why target candidates would want to work for you. In this way, you can build your talent brand and pool to create a sustainable workforce advantage.