Recruitment Marketing

WOULD RECRUITMENT MARKETING BE RIGHT FOR MY BUSINESS?

One of the biggest challenges business leaders face today is this, “We can’t attract quality people who fit our company culture to come and work for us.”

Employee recruitment marketing has changed drastically over the past several years. If employers are 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 the country, the job market is very crowded - with more available openings than prospective hires, potential job applicants have more options than ever before.

Job seekers are actively researching employers through online resources such as company websites and social media, review sites such as Glassdoor, Google and Facebook, so they’re more selective with the knowledge they have of each competing company’s strengths and weaknesses.

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At InnerAction Media (IAM), we believe it’s time for some disruption in the recruitment marketing process.

Through years of experience, we have determined that the most effective way to recruit is by  leveraging the job seeker’s research process for your recruitment marketing campaign. IAM has developed the following model based on eight years in the digital and inbound marketing space (modeled from the Buyer’s Journey).

  1. Awareness
  2. Interest
  3. Consideration
  4. Application
  5. Evaluation
  6. Hire
  7. On-boarding
  8. Analysis and assessment
Blueprint_02_Discover

ORCHESTRATING AN EFFECTIVE RECRUITMENT CAMPAIGN  

When you begin thinking about your marketing campaign and what that means for your business, you should complete a couple of steps, including developing a blueprint for your campaign in the context of our eight-step journey process. A Marketing Blueprint is a plan that can be built out into three phases:

  • Discover
  • Build
  • Implement

In the Discover Phase of your Marketing Blueprint, you will outline some essential items, including your goals and objectives, geographic targets and buyer personas. As a business owner, you understand the importance of knowing your financial goals. The same is true to your recruitment goals, which could include increasing quality recruits, decreasing churn rate and increasing positive employee engagement. The information you place in this phase, like your goals, will help you leverage any marketing collateral you have later.

In the Build Phase of your Marketing Blueprint, you will begin developing the assets you need like a logo, brand guidelines, a website, lead magnets and content and blogging strategy.

Lastly, in the Implement Phase of your Marketing Blueprint, you will leverage the information from the Discover Phase to develop your marketing plan, which includes building a target audience, content calendar, traditional media strategy and finally, analysis.

BEGINNING YOUR RECRUITMENT CAMPAIGN

Now that you know about the job seeker’s journey (the buyer’s process) and your Marketing Plan, how do you know which marketing collateral to use? While it may seem appealing to push all of your marketing collateral out at once, it would be beneficial to apply your marketing collateral to the job seeker’s journey.

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In this critical first phase, we’re helping the ideal job seeking candidates aware that they are facing a potential issue like wanting a job that provides them certain benefits or that their current situation isn’t as impressive as they thought. Awareness develops  for both active and passive job seekers through print, digital and social media channels.

In this stage, you’ll want to leverage an advertisement that includes a video - this tactic proves to receive higher engagement than any other posts.  We recommend the use of high-quality videos to tell the stories of your current employees who have found success, fulfillment and prosperity by working with your company.

InnerAction Media follows a specific formula for most of our videos, based on the Storybrand Process. It is a seven-step process that includes:

  1. A character. This person is our hero or the customer (whomever you are selling your idea, your service or product to).
  2. That has a problem. In this case, the qualified candidate (our hero) can’t find or doesn’t know the right job opportunity exists.
  3. And meets a guide. Who is the guide in this story? The guide is the company but, more specifically, the current employees. 
  4. The guide gives them a plan. The plan doesn’t have to be in your face - in this case; it is subliminal in a way. The guide is an expert because they know the company; They’ve been there, and they’ve experienced it. So they are there to explain why THIS job is the right opportunity.
  5. And Calls Them to Action. Again without saying directly, “come work for this company” - their love and passion for the company imply that. It makes the viewer want them to work there.
  6. That helps them avoid failure. We all know what happens when you don’t find a job that fits. You end up miserable in another job, or you don’t have one at all. Finding the right job provides shelter, money, health and happiness. 
  7. And ends in success. When our character finds the perfect job - he or she prospers and becomes the hero of our story.

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To tell this story for a video, we have a process at IAM that starts long before we begin rolling. That process is pretty simple, but it does take some time.

  1. Research. This usually begins with our first meeting with the company, a Marketing Blueprint meeting, where we learn about the company. What is the culture of the business? What are their goals? Who are the current employees and what are they looking for in a new hire? What is the messaging?
  2. Interviews. This is the most critical part. Once we know more about the company and what kind of candidates the company is hoping to find, in most cases, they connect us with the right employees. Here is where we find the authentic culture of the company. These pre-interviews will become the foundation of the script.
  3. Scripting. So now we have the words spoken by the people who live what we are trying to sell - we try to capture the essence of their story, and then put this in script form. The beauty of this style of scripting is that we aren’t making things up that we think people want to hear. This is organic and you can feel the difference between this and having someone recite lines that you’ve written for them.

Once the script is approved, we move on to the production phase:

  1. Pre-production. During pre-production, we work on all the logistics. Scheduling, planning the interviews and b-roll. B-roll is the corresponding footage that goes along with the interview. This is important. Visuals are important. A good story is great, but if it sounds or looks shoddy, no one is going to watch it.
  2. Filming. We have everything set up. Logistics handled. Interviews planned. B-roll planned and scheduled. Locations set. We are ready to roll.
  3. Editing. This is the final part of our production, where everything comes together.

Finally, there is a finished product.

Two examples of recruitment films that IAM has produced include First United Bank and Trust and NextGen Federal Systems.

First United Logo H

The first video is the one for First United Bank and Trust. First United was very passionate about their company culture and wanted to hire the right people who would not only fit in but thrive. 

We interviewed several people and I believe we were successful in not only capturing the essence of the culture but showing the viewer what a gratifying career they could have.

 

NextGen Logo

Our next recruitment film was for NextGen Federal Systems. NextGen is an advanced software solutions company with locations in three states. NextGen has experienced rapid growth and wanted to find quality software engineers to fill positions.

So, although the subject matter was different - the process was the same:

  • Make the customer the hero.
  • Give them a plan.
  • Show them through experience.
  • Show them success and how their lives could be better.

How is your current recruitment campaign going? Set up a free consultation here.

Blueprint_02 Interest

When job seekers are aware of the issue they face, you need to tell them why they should take an interest in your company. They’re ready to learn about the company as an employer, and they understand what it would be like to work there. Through your advertisement, you can target the best candidate prospects by geography, demographics and psychographic profiling. All ads should be directing the job seeker to a specific website landing page.

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. These lists can be segmented into multiple lists so that you can continue the lead nurturing sequences and automated workflows.

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Blueprint_03 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 that job seekers can see if there is a position that would be a good fit for them.

We recommend beginning an automated working to continue lead nurturing. 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 and other traditional media content to educate potential candidates. 

An important point to remember in the consideration phase is that passive job seekers may have a longer “buyer’s journey” in that they are not actively seeking a new opportunity. That doesn’t mean they are saying “no” to our efforts…it means they are saying “not yet.” Therefore, to optimize the investment we’ve already spent to get the job seeker’s attention, interest and consideration, we should continue to nurture that prospect via email, retargeted digital ads, etc., until they opt-out or join the team. 

Keep yourself organized in these stages and your key stakeholders in the loop by developing a content calendar. Depending on how long you plan your campaign, you’ll want to at least account for 60 days at all times.

How do you know when to start your campaign?

Every industry is different and the timing could be dependent on what you are looking for, so it’s essential to do your research. For example, from our research, we know:

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Now, with that being said, it is understandable to begin a campaign if you are in an emergency.

 

Typically, the first three stages are started by an advertisement or marketing group on behalf of the company.

The next four stages are when an employer or recruiter may step in:

Application: Online via the employer’s website landing page
Evaluation: Interview process by the employer
Hire: Position is offered and accepted
On-boarding (LMS) solution provided by IAM
Analysis and assessment provided by IAM (monthly/ongoing)

Depending on how long you are executing your recruitment campaign, it is essential to create a marketing report to see how you are doing. The shorter the campaign, the more frequent your marketing reports should be.

The analytics you look at will be dependent on the goals you have outlined before executing your campaign; however, the top piece of information you should be keeping in mind are:

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Number of views to the website pages the campaign is targeting

 

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The number of leads (potential employees) you are getting

 

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How many of those become employees?

 

With just these three-piece of analytics, you could utilize a regression model to show how positive or negative the correlation is between the employees brought in during that particular timeframe and your marketing campaign.

If you like what you are hearing, and believe that we can help you, give us a call at 304-241-4959 or fill out the form below:

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