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Wednesday, June 11, 2014

How Employment Branding Changes Everything in Recruiting (Part 1)

By Jessica Miller-Merrell

Having recently launched my own Talent Network on Talent Circles exclusively for contract HR and Recruiting employees, I’m in the mode of employment branding.

Building an employment brand online involves time, effort and most importantly a strategy that resonates with the ideal job seeker you wish to reach. It’s more than just a Twitter feed and a Facebook Fan page. It involves many moving parts that goes beyond just basic social networking.

Because of this, employment branding, particularly due to the ease of access to candidates through social networks and online, has transformed the face of recruiting. It’s a noisy space out there in the career and job search world as job boards, career social networks and recruiting teams compete for the eyes and clicks of a wide base of active as well as passive job search candidates.

In order to attract the right candidates, recruiters need to have a specific strategy and strong employer brand. In a candidate’s market it’s important for recruiters to do the following in order to build their pipeline.

Do your homework.
Interview and survey recent hires, past candidates and other groups to better understand what’s important to them online. You only have one chance to make a first impression. Relying on your gut is no longer an acceptable employment branding strategy. Doing homework will not only help you gain a better understanding of who you’ve previously reached, but it’ll give you a benchmark for future improvements.

There are few strategies out there that have been successful on the first go-around. Knowing errors that you’ve made in the past and fixing them based on newly obtained information will save your company millions. Do your homework on what works, what doesn’t work, what type of candidate is successful, what type of training program prepares that candidate, and things within your brand that have been able to pull the most candidates into your pipeline.

Target and segment your messaging.
The phrase “one size fits all” no longer applies to recruitment marketing. The ‘post and pray’ rarely works when you’re looking for a higher skilled set of candidates. It’s important to segment the group of people you want to reach then target your messaging to each different group.

When hiring a technical worker versus non-technical worker your messaging should be different. In order to effectively target your messaging you must have clear segments. Collecting a vast array of information early on in the recruitment cycle can do this. Whether you obtain this information from an application form online or collecting the information from social media channels, it’s important to collect as much information as possible on a candidate. This will allow you to direct your messaging more effectively making your job easier.

Catering to a niche demographic can be challenging without having all the information or the perfect recruitment strategy. That’s why segmenting your candidate pool and then delivering specific, targeted campaigns works better then ‘pray and post’ or a ‘one size fits all’ recruitment strategy.

Join us tomorrow to find out two more ways employment branding changes everything in recruiting.

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s is the Chief Blogger & Founder of Blogging4Jobs. You can follow her on Twitter @jmillermerrell

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