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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.

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.

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.

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

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.

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.