Recruitment is beginning to look more and more like marketing. Adopting best practices from marketing methodologies, recruiters are beginning to drop the advertise and apply method, for a marketing-led find and engage approach.
However, the countless online options can be overwhelming and it’s often hard to know where to begin, where to invest, and where to pull back. In light of this, here’s our top 8 tips for an effective approach to a digital marketing recruitment strategy.
1. Do your research
Where are you targeting? Do you know how many people are in the area, or what your competitors are doing? It’s really important that you discover this as one of the first things you do as if you’re trying to attract a certain type of person you need insight into where they are and how many of them there are.
For example, if you’re recruiting sales assistants in Manchester, but your insight tells you there’s 1,000 potential candidates, you can be sure most of them are already employed, and the rest will be being hounded by competitor job adverts. You can start to get a really clear picture of how much of a challenge this is going to be.
2. Know your audience
Your audience are the most important element here; you’ve got to imagine you’re trying to sell them a job. So in order to do that, you’ve got to understand what motivates and engage them.
“When it comes to digital advertising it is important to remember that for any business to be effective, they need to know who their audience is, which social media sites their audience spend time, and then they have to make sure to be able to provide content for the platforms their audience spends time on.”
Sean Gallahar, Social Media Director at i7 Marketing
3. Multichannel magic
To reach your audience effectively, you need to have consistent messaging. This means making sure that your ads are integrated across various platforms and giving users the same message, regardless of the platform.
We know each social media outlet has a different vibe and feel to it, so you need to take the time to get your digital efforts to match each site, while still maintaining a unique yet consistent voice for your brand.
4. The candidate process
Understand the audience journey and what you need to present them with at each stage of the process to more effectively reach users. There are a huge number of different journeys you can send your audience on, however bear in mind your audience and what would keep them as engaged as possible, especially as you’re targeting them on mostly social media.
Speed, ease and mobile friendly platforms are not only the future, but the present. With this in mind, focus on creating a hassle-free journey that won’t disengage any potential candidates.
5. Ready, set, goals!
It’s not always easy to set goals for a campaign, but in order to know how successful your efforts have been, you need something to compare the end results to. Firstly you need to ask what is the primary objective of this campaign? What do you want your audience to do?
Then you need to decide how you’re going to measure this. Using historical campaign data and external industry benchmarks will give you a great indication of what you should be aiming for. Choose several metrics that will become your measures of success and set targets for each metric, with an appropriate time frame.
6. Get creative
By this point, you’ll know your audience. And because you understand what engages and motivates them, you need to reflect this in your adverts. If you don’t personalise what you’re putting in front of them, you won’t get a high response rate, because why should they look at your advert over someone else’s?
Create content that is the basis of this audiences interests and make it visually engaging. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you.
7. Don’t spend it all at once
Each platform used to market online provides you with a different value. You need to analyse which outlets you should invest more time and money into, and which ones are not as imperative.
Some platforms that work really well for one company, return little to no results for another. It is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns.
8. Data driven decisions
To see which efforts are working best, you need to be able to tie your data back to the direct result it produces. You need to look at what is promoting engagement with your company, versus what is actually driving conversions.
Making data driven decisions is key in any successful recruitment strategy. Use the data you have access to and become informed on what ROI you’re getting from your campaigns. Use it to benchmark campaigns going forward and to compare yourself to industry competitors.
Creating a digital marketing recruitment strategy can be a daunting prospect, but one we can truly guarantee will be worth it. With a high quality strategy, you can expect to see great ROI, audience engagement, and most importantly, vacancies filled.
If you have any questions on how a digital recruitment marketing strategy could work for you, please contact us, we’d love to hear from you!