Rethinking Recruitment Marketing Strategies and Tools

Successful recruitment marketing culminates with A-list hires, but achieving that success requires actively and imaginatively utilizing the data and tools you have available to you. Candidate engagement, experience and retention is marketing at its most basic level and repurposing your recruitment marketing tools can drive talent acquisition success.

Job Board Recruitment Branding

Before you can hire the best candidates you have to connect with them, communicating the value and benefits of working for your company. This means designing your recruiting message around the employee work experience with the same passion you would use to market your corporate brand.

Recruitment branding extends from niche and specialized job boards to all tools used throughout the hiring cycle, from the tone/language of your listings, to the application process on your website, and through the interview process and hiring package.

Beyond your brand messaging, images, etc. all of your recruitment marketing efforts must include a crystal clear call-to-action that makes applying, getting questions answered, or additional information an easy click or call away.

Applicant Data as Marketing Channel

Applicant information is a captured marketing tool that you have already in-house – use it, it’s yours. With the time, effort and expense you’ve expended get an applicant’s information it is crucial to use that data in the most effective and innovative ways possible.

A good example of how you can keep potential candidates engaged with your company, would be to give restricted access to your system, allowing them to not only scan your recent job postings but also keep their own information up-to-date. You can further engage candidates and future leads through e-mail blasts with company news, job alerts and more. Again, you already have their information; so make sure to leverage it.

Social Marketing as Recruiting Voice

Whether your CEO actually believes it or not the public controls much of how your brand is perceived. Social media is an instant response recruiting tool that you can tailor as needed to focus your messaging on attracting the hires you most covet. Recruitment Marketing 101 in 140 characters or fewer, and it works.

But social media also means that the days of presenting your employee culture as a smiling generic stock photo are over. Candidates want facts and need to get a true feel of your company’s work experience, and so your social messaging tone should be an actual reflection of your corporate culture. This authenticity will be appreciated by candidates and can also screen out poor fits while attracting viable personality matches.

Capture, Track, Rethink, Leverage

With all of the marketing options available to recruiters it is crucial to capture and track data, especially which marketing tool/message attracted the candidate, for every successfully filled job. By measuring the performance of your recruitment marketing efforts as part of your overall recruiting strategy you will be able to pinpoint what works, such as specialized job board posting, and rethink/repurpose what doesn’t.

The Top 5 Job Board Recruiting Tips to Acquire Extraordinary Candidates

Finding top candidates for open positions has never been more challenging than today. Employers are constantly searching for that one resource that will help them recruit the perfect hire for their open position. But to recruit and hire them you have to first find and engage them. Of all the tools at your fingertips one recruiting mainstay – the online job board – remains one of the most efficient ways to identify the most qualified candidates to fill those open positions. Here are five tips that will help you utilize online job boards, as an effective tool to help fill your recruiting needs:

1. DO recruit from specialized and niche job boards for targeted talent matches.

Why: A targeted search eliminates wasted time and effort. You get relevant matches drawing from a high-quality candidate pool. Niche job boards, such as professional association job boards, are industry specific which gives HR professionals the luxury of targeting only the candidates that meet specific criteria. While specialized job boards do usually mean a smaller pool of candidates than big box job boards, the candidates available are better qualified in the specific skill sets desired.

2. DO follow these rules when writing job board postings/listings.

Why: Whether you are posting on niche job boards or other avenues if your words don’t pique interest and engage candidates you’re wasting your time and money.

  •  Put yourself in the mind of the candidate you want most and use keywords and keyword phrases most relevant to how they would search. Use these words in your listing title, body text, etc.
  •  Detail why your opportunity is better than similar positions elsewhere (outstanding benefits package, rapid advancement, very competitive salary…).
  •  Be concise and avoid company jargon.
  •  Make it easy and direct to apply. Tell candidates what to do, “To Apply Click Here,” “Call this number,” and tell them what information they’ll need to provide (resume, references, etc.). Keep it simple to prevent losing their interest.

3. DO include videos and images, etc., if possible.

Why: It’s a best practice that any post/listing should include a company logo. But did you know that many job boards also allow you to include videos, etc. to help sell your company and the open position. Applying the same discipline outline in Tip #2, the video should be concise, on point and include the keywords that will trigger a response with the candidate. If adding video is not an option look for other ways to place your logo, taglines or artwork to reinforce your brand.

4. DO NOT rely on big box job boards to find best candidates quickly.

Why Not: Big box job boards are notorious for having job seekers with padded resumes and irrelevant qualifications that do not match up with your specific needs. This adds to your recruiting time and costs by having to weed through unqualified applicants to fill your open positions. A niche job board, like one hosted by an association, contains a pool of candidates that demonstrate a dedication to their profession through their membership in the organization and their ongoing commitment to their professional development through continuing education programs. You gain access to highly qualified professionals that raise the bar in your recruiting efforts.

5. DO use the right job boards to recruit passive candidates.

Why: Often the best candidates are those not actively pursuing a job change. One of the features of an association job board is the option for a registered member to be notified if a job is posted that meets specific criteria they have established in their profile. This gives an employers the ability to introduce themselves and position their value to these career focused professionals through a job posting. While a passive job seeker’s resume may not be readily available to an employer, the right position with the right offer will get you connected to these highly motivated professionals, who often work behind the scenes through their personal networks and professional resources (like an industry-specific, association membership-only career center job board) to learn what’s available. This is an untapped resource employers should take advantage of in the recruiting efforts.