Honestly, surviving in a post-pandemic world (especially if you talk about recruiters) can be challenging at the least. With an unprecedented need to hire and rehire employees for remote positions can not just leave you baffled, but you might also find it impossible to fill in open positions for your client. Recruitment marketing is an aspect you can't live without since there's practically a new reality of recruitment every six months. And agency recruiters must do their best to keep up with it.
Greg Savage had once mentioned how any recruitment business model that relies solely on proactive applications from candidates is destined to fail. Clients are simply not going to pay you to screen candidates, something they can do from multiple job boards. A recruiter's job is to bring out unique candidates who are not readily available to your clients. It does not just take good sourcing skills but also an ability to market. Here, in this article we have simplified the process for you.
What Is Recruitment Marketing?
People very rarely arrive at a website ready to purchase. HubSpot clearly states that it takes up to 8 touchpoints to influence a consumer decision. So, in today's age, ignoring brand campaigns and advertisements are a few rookie mistakes that recruiters must avoid committing. Just like the main aim of a smartphone brand is to attract potential consumers interested in their product, in the case of recruitment marketing, recruiters will have to attract candidates to their company page, make them a part of their candidate pipeline and help them find the right job. However, this is not the end.
Recruitment agencies will need to work towards attracting potential clients too. Without clients, there will be no open positions to fill. So, recruitment marketing is instead a two-step approach where you have to actively portray your company culture and market yourself as a maestro.
7 Strategies, Ideas & Plans To Get Recruiters Started
Top recruitment marketing strategies require essential planning and precise execution. Here are some ideas that'll blow your socks off!
1. Work On Your Website Visibility
It doesn't make much sense if your user-friendly website design doesn't convert website traffic to leads or applicants. You'll have to work on your website visibility just as much as you work on sourcing quality candidates. Here are some ideas for you:
- Publish relevant content on your website blog
- Your website should be mobile friendly and fast
- Optimise your titles and meta descriptions
- Conduct SEO audits for your website
- Optimise your older content
- Target specific long tail and short tail keywords for your blogs
- Check for any crawl errors
- Optimise and submit a sitemap to search engines for easy indexing
2. Build A Trustworthy Brand
86% of HR professionals believe that recruitment is growing to become more like marketing. Building a solid and reliable brand is essential for recruitment agencies to attract top talent, clients and other recruiters willing to work for your agency. This is not an overnight process but one that'll take a long time and effort. A well-defined employer brand will increase your brand visibility and is also responsible for building high-performing teams.
In a sea of recruitment agencies, it's advisable to set up good brand campaigns. Focus on long-term strategies that'll bring value to your audience because, believe it or not, 75% of active candidates will apply for a job only if the employer manages its employer brand effectively.
3. Social Media Recruiting Is Key
With more than 3.5 billion social media users worldwide, it's not unknown that social media is where most of your candidates are. As a result, recruiters will need to perfect their social media recruiting game now more than ever. With newer social media platforms such as— Clubhouse, the reach is widespread. Advertise your recruitment agency on key platforms such as LinkedIn, Facebook, Twitter, and Instagram and use your expertise to build a sustainable reputation. Choosing the right social media platform is also necessary. For example, a recruiter's take on talent acquisition will perform better on LinkedIn than on Tumblr.
You can even utilise a good video creation software to produce high-quality video content for YouTube or produce a cool podcast show! For instance, folks at Recruit CRM have produced their own podcast, Recruitment Entrepreneurs, and are now available on 24+ podcast sites!
Did you know that you can save up to 20% of your hiring time using an Applicant Tracking System (ATS) that integrates seamlessly with various social media applications?
4. Host The Coolest Recruiting Events In Town
Want to expand your talent pool? Do you know the quickest and easiest way to achieve that? It's by hosting unique recruiting events. You can potentially judge candidates and carefully evaluate characteristics that would otherwise have been impossible to do via just CVs. Here are a few pointers you must keep in mind:
- Firstly, determine the primary goal of your recruiting event. Understand who are you willing to target, whether it's just the clients, candidates or both. If you're a small recruitment agency and just starting out, the best kind of event might be hosting an open house where you can invite clients on one day and candidates on the other to talk to your team members.
- The goal is to create a warm and pleasant atmosphere. Make sure you have a killer events page on your website where you can update any upcoming recruiting events and share it directly with your clients and candidate pipeline.
- If you're hiring for a more prominent IT or tourism company, you must be familiar with high employee turnover rates. The tech industry stands at a turnover rate of 13.2%, which is higher than any other sector. In such cases, your agency can decide to host a job fair.
- Until the day of the event, recruiters must ensure that they're promoting their recruiting event aggressively on every social media platform. List your event on crucial event directories, run advertisements and even send out emails.
5. Focus On Candidate Experience
One of the most critical recruitment marketing strategies includes concentrating on candidate experience. Did you know that 34% of candidates with a bad candidate experience will supposedly share it online? The candidate experience you provide to your applicants speak a lot about your culture. Start from the very beginning by writing clear, concise and compelling job descriptions. We wrote an in-depth article on writing the best job descriptions and plugged in a few sample templates. These are some ways via which you can provide a positive candidate experience to your applicants:
- Use chatbots and provide them with timely feedback.
- At least 45% of candidates look for jobs via their mobile devices. Therefore, it's more than necessary to make job applications mobile-friendly. Also, your website should load fast on mobile devices.
- Do not make job applications lengthy for no reason.
- Let the candidates know where they are in terms of their job applications.
- Give feedback on their resume and interviews.
- Share helpful content with them.
6. Start Email Outreach Campaigns
Once you have an excellent candidate pipeline, start email outreach campaigns and let them know about the current openings in your clients' companies. With time, you can start talking about diversity hiring, shower them with tips on nailing interviews, send them updates about their job application process and more. For instance, here's an email template to get you started with—
I hope you're doing well.
I just wanted to let you know that [client's_company] is hiring for the role of [job_position]. I went through your resume and felt you might be a good match for the position. For more information on this open role, kindly visit our website [insert_link].
You can apply to the role directly via here [insert_link].
Would you mind reaching out to me if you have any more questions? I'd be more than happy to help you with it.
7. Reach Out With The Right Content
Building your brand awareness relates closely to creating the right content. Without content creation, distribution and marketing, candidates and clients will find it hard to locate you. 68% of marketers create at least one piece of content each day. Keep in mind that all of the actionable touchpoints that you're creating in your content should speak unmistakably about your recruitment brand.
Start from creating a careers page, then a newsletter. Make sure you're slowly and steadily connecting the dots between various types of content. Here are some examples for you:
- Whitepapers, case studies and eBooks
- Infographics, flowcharts and diagrams
- Downloadable content in the form of PDFs
- Company testimonials
Kick-off your recruitment marketing with these strategies and ideas. A synergetic effort will be helpful, so get the whole team involved in the process and let us know in the comments below how it's going!