We’re in a time when the job-market landscape is a
candidate’s dream. The economy is looking up and unemployment is low, which
means that candidates have more options than they’ve had in years. And it’s not
just that they have options. They have more access and opportunities to connect
with employers before they apply for a position. This leaves them in a unique
position to get to know whether or not a company is a good fit and has what
they’re looking for before ever stepping in the door.
In order for employers to stay competitive and continue to
bring in the type of candidates they’re looking for, it’s imperative to go
beyond the job posting and start looking at a total solution. What will make
the difference is a unified marketing campaign that conveys your employment
brand both online and in the real world. We’ve got to start thinking less like
traditional HR pros and more
like marketers.
Branding
and recruiting
You know what branding means to retailers and service
companies. You see the same campaign across many channels, all pushing you to
make a buying decision in favor of their brand, whether you’re online, flipping
through the Sunday paper or visiting a store. Recruitment branding follows the
same idea. Essentially, it’s the process of creating a consistent marketing
message across all channels. Your brand reinforces and supports your marketing and
recruiting efforts with the goal of engaging and building awareness with
candidates about career opportunities with your company.
Touch
points
Thinking like a marketer means you’re focusing on the end
buying decision in all that you do. For candidates, the
decision to buy occurs when they apply for a position with
your company. The way that marketers achieve this is through repeated touch
points. On average, consumer brand recognition doesn’t even occur until there
have been seven touch points. If we translate this to recruiting, this sheds
some light on exactly how much connecting and engaging we must do to get a candidate
to the purchase point where they’re seriously interested in the company. This
is why branding is so essential to your recruiting efforts. In recruiting,
there are three things touch points must be:
- Consistent - To make the most of your efforts, be consistent with your ads, postings, engagement and outreach. There’s nothing worse than starting over every time you reach out to a candidate because you’ve gone too long between touch points.
- Supporting – You’ll likely have many different touch points, from conversations in your talent network to meeting someone at a career fair. Consider how each touch point is supporting the others. Is the message you use when you meet someone in person consistent with your career site? Where are you guiding them after the initial contact? And is your touch point sequence organized in a way that allows each one to build on the one before?
- Ongoing – Remember the phrase “out of sight, out of mind”? Well it applies in recruiting too. Much of your efforts will be focused on long-term relationship building, so while you shouldn’t bother or overwhelm a potential candidate, your efforts should be ongoing.
If you can remember that the hiring and recruiting process
mirrors the consumer marketplace, your touch points will be moving in the right direction. Candidates, like consumers, want to
relate to a company prior to applying. They want to understand company culture,
philanthropic interests and leadership style to see your company and theirs can
align. Use this desire to your advantage and put those touch points to work.
Jessica Miller-Merrell, SPHR is a workplace and technology anthropologist specializing in HR and recruiting. She's the Chief Blogger and Founder of Blogging4Jobs and author of The HR Technology Field Guide. You can follow her on Twitter at @jmillermerell.
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