The tactics used by an organisation to find and engage talent to apply for a job is known as recruitment marketing. One of the trends this year is doing this by using social media by applying analytics, multi-channel use, targeted messaging and tech-enabled automation to communicate how the potential employer wishes to portray the company (also known as employer branding).
Research indicates that 75% of job seekers look up a company’s reputation and employer brand before applying. They gather information about your brand from the news, social media, job boards, Google searches, friends and family, or other touch points. Social media recruiting means more than just promoting your employer brand on traditional channels such as Facebook, Linkedln and Twitter; it further includes blogs, forums and job boards to enhance the company’s employer brand.
The four main goals of every recruitment marketing strategy are to: 1. Make potential candidates aware of your company and open positions. 2. Trigger their interest in your company. 3. Make them consider you as their next employer of choice. 4. Drive talent to apply for the open positions your company has available.
Instead of focusing only on candidates who have applied, think in broader terms about anyone who may be interested in the brand or career opportunities.
The first step in this process is to set up specific social media company pages to begin building a following online. Most job seekers use search engines like Google to research their options. Once presence is established, share compelling content on social media channels; populate these pages with authentic content, industry updates, news and pictures of your employees to showcase your culture, what sets you apart from others in your industry and why they should want to work for you.
No matter your organisation’s size or budget, you can incorporate marketing strategies into your recruitment efforts to ensure that you catch the attention of the most qualified candidates.
– Fauzia Kerai Khan
The writer is Chief Executive, i&b Consulting, Training, e-leaming. firstname.lastname@example.org