Can you feel the pace of recruiting changing? There may not be a full economic recovery, but many of us who are on the front lines of recruiting get a sense of momentum. Let’s face it; we are the leading indicators of a recovery. If you are at the office a little bit later or checking your iPhone right before bed, things have started to heat up. As you feel your day slipping away and your to-do list continues to grow keep these three things in mind as it relates to leveraging new recruitment marketing strategies:
•Fish Where the Fish Are – There is a lot of hype around social media but the fact of the matter is that job seekers can be found in many places today. You shouldn’t chase every shiny object as the next big thing for your recruiting strategy, but job seekers are starting their job search in a very different way compared to just a few years ago. Focus on the new recruitment marketing channels that have a critical mass of passive and active job seekers (i.e. LinkedIn, Facebook, Indeed, Simply Hired and Twitter) so you have the best chance of building your brand and getting the targeted and qualified candidates you need to fill your pipeline.
•Cut & Paste is not Recruitment Marketing –Job boards are still well and alive, but be cautious about going back to the well as the economy improves. Job boards have done a tremendous job of taking the classified pages and transforming it into a multi-billion dollar online business. In fact, there are some tremendous industry focused and niche job boards that perform extremely well. We believe that job seekers are looking to engage with you. They want to learn about your organization, your culture and your jobs before they walk in the door. At one point, cutting and pasting job descriptions into job boards was enough, but the rules have changed. Your recruiting team needs to act and think a lot more like a marketing team. You should leverage channels that work best for the different types of candidates you are targeting. Maybe engineers learn about your brand from video and sales people spend more time on LinkedIn. All that means is creating recruitment marketing assets and programs need to be much more engaging than a job posting. In the end you will have a better sense of your employment brand because of it.
•Reporting & ROI is King – Testing out new recruitment marketing strategies can be a lot of work but can also be a lot of fun. One challenge to consider as you test new strategies is that we now live in a metrics driven environment. This is actually a good thing. I firmly believe that any recruitment marketing campaign we build needs to have metrics and be measured for success. Given all the tools and technology in the marketplace, this should be a no-brainer with a little patience and diligence. We all want to measure down to the successful hire but don’t be afraid to use metrics that are along the path to hiring as a gauge for directional success. Also, metrics are the best recipe to help you confirm something doesn’t work for your organization. Take it as a learning experience. Don’t hide the bad campaign metrics; just chalk it up to a cost you had to experience firsthand in order to rule out a certain recruitment marketing channel.
In the end, you should remember that you are right in the middle of an extremely exciting time in recruiting. It may feel a little uncomfortable from time to time, but you will have tremendous opportunities to learn and take ownership of challenging projects. Best of luck and try to enjoy the ride.