Give your recruitment marketing extra attention as the economy picks up steam because you have competition. Big time. One of my friends has five interviews this week; another has three. If you have put out the Help Wanted sign this post is for you.
Your prospective employees weigh their choices based on what they see, hear, and experience. Now is the time to update employee stories on your website, add testimonials to social media, and prove your thought leadership. https://videopress.com/embed/xOxzaMBX?preloadContent=metadata&hd=1
Four Top Tactics for Recruitment Marketing
1. Branded Content
Apply your brand strategy to recruitment marketing to attract candidates who connect with your mission. Include stories about employees living your mission on your website and on social media.
Use both still photos and video to introduce your employees. You can show employees in the office, at events, and interacting with your clients or students in your effort to show prospects what it’s like to work at your organization.
At left: Beth Hammock featured faculty on social media to strengthen Cottey College’s brand.
Prospective employees also will be attracted to your organization’s thought leadership. When your CEO or PR person writes a column for the paper or your website, that’s thought leadership. When I was with Girl Scouts of Southern Illinois in 2020 I wrote a column for the CEO on the impact of racism. The column further positioned her as a leader and she received several speaking invitations, including an appearance on a St. Louis TV program.
The candidates will see the stories on social and your website when they check you out. Understand that your content will not show up in candidates’ social feeds unless you buy an ad.
2. Career Webpages
Take a look at your Career webpage. Is it easy to navigate? On-brand? Is your application short enough that people will stick with it until the end?
When I hired staff at Girl Scouts of Southern Illinois almost all of the applicants left the application blank. As a hiring manager, I want to see the full picture outlined on the application. Most application systems allow you to require candidates to complete the application. Make sure you check that box.
You may be tempted to ask for salary history, but don’t do it. Experts say that practice discriminates against women who have traditionally been paid less than their male counterparts. It will turn off your female candidates and maybe the men, too.
For more on career webpage development check out “Recruitment Marketing for the Digital Age: A Definitive Guide” by Vital’s Marissa Comeau. She has many other tips for recruitment marketing in her guide.
3. Job Board Listings and Reviews
I talked to a CEO this week who was not aware his organization has a lot of negative reviews on Indeed. Not good. You need to monitor reviews everywhere you post jobs and respond when someone posts a comment.
Save yourself and the candidate time by posting the salary range on your position description. I’m talking about a salary range narrowed down to a $5,000 span – not like those some companies list spanning a $40,000 range.
St. Louis nonprofit professionals find jobs on The Rome Group’s career board and the AFP chapter’s website. Both now require salary ranges.
4. Social Media Marketing
If you want to go out and find candidates don’t rely on posts on social media or your website: buy ads on social media or use your Google grant to advertise openings.
All digital platforms allow you to include a lead generation form. You can offer an incentive for people to fill out the form. Asking them to take a quiz and get their answers often is enough to get folks to fill out your lead gen form. Check out Amy Porterfield’s podcast about using quizzes for more info. Once you have candidates’ contact information, put them on your email list, text them, and call them.
When you gather those leads, you have made it to stage three of the recruitment marketing funnel: interest. The first two are awareness and consideration. If you want help with social media or Google ad management give Beth Hammock a call. Her recruitment marketing will bring in the quality candidates you need to succeed.