Siofra Pratt of Social Talent, commenting on the power of employer branding, contests that that you need to prove to candidates that your company, your pay and benefits and your career growth opportunities are better than those of your competitors.
And the only way you’re going to convince them of all that, is with recruitment marketing – the tactics an organisation uses to find, attract, and engage talent.
According to Smashfly it includes all content marketing, email nurturing, social recruiting, mobile recruiting, career site, SEO, employee referrals, talent networks, job marketing, employer branding, recruiting events, recruiting analytics, CRM, employed in order to fill jobs.
Smashfly in conducting their research on the recruitment marketing practices of Fortune 500 companies were able to identify a number of best practices.
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- Sharing employee stories on your career site.
People are more likely to share a memorable story about their time at your company than facts and figures.
J.T. O’Donnell says, “By telling stories that showcase how a company operates and what makes it special, brand awareness is created”.
According to Siofra Pratt: “Every single one of your employees has a story to tell of their time and experience in your company. They know more about the role than job spec could ever tell a candidate, so any potential candidates will be delighted to see and hear future coworkers talking about what it’s really like to work in your organisation and what a day in your organisation actually looks like. Long story, short: find your Trojan Horses that will carry your talent brand story along for the ride. Make them the star of the show and let them tell their story in their own words.”
- Offering landing pages and content specific to key job segments.
Most Fortune 500 companies don’t just have a generic careers site with every job listed. They make the effort to provide potential candidates with landing pages specific to each job function, which then makes it easier for candidates to browse through the most relevant jobs for them.
- Having a mobile-friendly careers site
According to a report, mobile app usage went up 58% in 2015. But while 58% growth is remarkable, the growth rate has been steadily dropping from 76%, in 2014 and 103% in 2013.
- Having content dedicated to diversity policy and inclusion.
In the UK, Lord Davies recommendations set a quota that all FTSE 350 boards having 33% female representation by 2020), and many large corporations (Deloitte switching to a ‘blind CV’ hiring strategy to boost diversity), and several tech pioneers ( Twitter and Pinterest) took decisive steps to improve diversity in their hiring practices. Your diversity and inclusion policy should be made known to potential candidates by ensuring it’s at the forefront of your careers site.
- Having content dedicated to millennials – graduates, interns and first-time job seekers.
Millennials are our next generation of candidates and expect a dedicated section on careers site. Companies like Glanbia and Jameson do this really well, so be sure to look to them for inspiration when creating your own.
- Including the option to join a talent network on your careers site.
Give potential candidates (including those who haven’t applied for a job) the option to join what’s known as a “talent network” – an email subscribers list that will send them information on jobs within the company, what the company/employees have been up too – offering them the opportunity to be a part of a career specific social channel that only posts content relevant to their specific career path. Offer a careers-specific blog they can read to learn more about their industry niche, your culture and your jobs, it positions your organisation as a valued resource for people in that industry, giving you an edge when it comes to who they choose to apply to next. According to Smashfly, talent networks are a fantastic way of nurturing potential candidates until they’re ready to apply for a new job, so that when they do eventually decide they’re ready to look for a new job, your organisation will be top of their list.
- Using images and videos in job ads
According to Social Talent, 51% of respondents said they would be more attracted to a company with job postings that incorporated visual elements in the job postings online.
Siofra Pratt recommends: “Be explicit about why your ideal candidate should move from their current role to yours. Highlighting important keywords and points in your job spec will improve your applications because when candidates read the job description they get a feel for what’s important and understand the requirements. Use story telling detail in your job advertisements. Sell your candidates the opportunity first, and reinforce it with the key details later.”