One of the biggest challenges I hear every week from business leaders across West Virginia is this: We can’t find good people who want to work at our company.
To which I usually reply: What does your recruitment marketing process look like?
So, I’ll ask you the same question. What does your recruitment marketing look like? Has it changed over the past five years? Or are you doing the same old – same old?
Employee Recruitment Marketing
Employee recruitment marketing has changed drastically over the past several years. And, if you’re not keeping up with the way prospective employees are seeking work, and are simply running help wanted ads on job boards, that’s just not going to cut it anymore.
Today, job seekers are in the driver’s seat. Depending on where you’re at in West Virginia, the job market is very crowded - with more available openings than prospective hires, so potential job applicants have more options.
Also, job seekers today are actively researching employers through online resources such as websites and social media, so they’re more selective with the knowledge they have of each competing company’s strengths and weaknesses.
Three Stages in Recruitment Marketing to Focus on
Recruitment marketing in the digital media space is best when it’s focused on the first three stages of the classic marketing funnel:
- Awareness: In this important first phase, you’re helping your ideal job seeking candidates, who have never heard of your company, to learn about your brand. The key to your messaging should center around of making your employees (and potential new recruits) the hero of the story. I highly encourage you to use high-quality video to tell the stories of your current employees who have found success, fulfillment and prosperity by working with your company.
- Interest: Once job seekers are aware of your brand, they’re ready to learn about your company as an employer and understand what it would be like to work there. Here is an excellent time to create information that a job seeker might download and “opt-in” to your recruitment marketing funnel by providing name and email address in return for the downloadable “New Hire Information Packet” ebook, for instance. This phase is where your company can demonstrate empathy for your employees and show your subject matter authority.
- Consideration: In this phase of the recruitment marketing funnel, the job seeker is almost ready to take action and apply for a position. Companies need to provide detailed information about each open role so job seekers can see if there is a position that would be a good fit for them. A lead nurturing email sequence is highly recommended in this phase of the process. Again, use videos, blog articles and other content to help tell the story of WHY this could be a great fit. You can also leverage your social media, content calendar and other traditional media content to educate potential candidates.
In the employment environment today, effective recruitment marketing is essential. The framework described above— building awareness, interest and consideration — enables companies to capture the right candidates before they submit an application and tell the right story to the right candidates.
As I often say, marketing is all about talking to the right people, at the right time, with the right message. I encourage you to take this basic framework and develop a recruitment marketing process for your company. Plan it. Launch it. Measure your success. Then, continue to improve it.
If you'd like to sit down and talk about your own recruitment marketing, give me a call.