This guest blog has been provided by Kevin Sheridan, best-selling author and innovator in the field of Employee Engagement.
So many organizations are searching for new and more effective means of recruitment marketing. Well, over the last two months we researched this topic, and definitively identified the five most proven strategies of doing so.
- Recruit via social media.
Give social media’s high utilization, why not use it to source your job candidates? When we interviewed the most successful recruiters, they uniformly confirmed that social media platforms are an indispensable means of sourcing great job candidates. Many of them also cited the best practice of using short videos of current employees giving testimonials about the company culture and their job engagement. Most of these recruiters recommended posting the videos on multiple social platforms but mentioned Instagram as the most effective outlet.
The companies exhibiting Best-in-class recruitment (e.g. lowest cost, quickest-to-hire, high new employee retention rates, etc.) went beyond basic social media platforms by employing artificial intelligence (AI)-powered chatbots. These chatbots were often integrated with Facebook’s Messenger to facilitate direct communication with potential candidates. The chatbots also allow candidates to ask specific questions about the job and company and receive almost immediate answers to those questions.
- Transform your career site into a marketing machine.
This includes upgrading your career site with site-learning algorithms, which allows candidates to find positions which most closely match their skills and interests. The aforementioned videos of employee testimonials should also be featured here.
Other best-practices strategies here include optimizing your site for Google for Jobs, as well as using the aforementioned chatbots to answer any of the candidate’s questions, as well as suggest specific jobs, based on the job seekers interests, skills, and geographic location.
Given that most job seekers really abhor the dreaded job search, you should make every effort to simplify your application form, thereby making it easy for the candidate to complete. And make a special effort to eliminate any duplicity: the last thing a job seeker wants to do is submit the same information on multiple forms or take a haphazard detour through third-party job boards. The KISS (Keep It Simple Silly) rule is definitely applicable to your career site’s marketing “look.”
- Keep your site’s content fresh and engaging.
The main way to stay top-of-mind with candidates is to proactively share current news about your company and make this communication interactive. For instance, at the beginning of the search for candidates, your site should proactively send alerts to the candidates who appear to be the best fit for the open position.
If managed properly, your site’s management of talent pools can and will cut both your time-to-hire and recruiting costs.
- Leverage the power of data analytics to enhance your candidates’ experience, as well as heighten your return-on-investment.
At a minimum, you should be tracking the following metrics:
- Average completion time of the application.
- Your highest means of sourcing candidates.
- Candidate-to-applicant conversion rates.
- Talent pool-to-applicant conversion rates.
- The average number of visitors to your site.
- The average time spent on your career site.
- Quantification of your visitor sources.
- Hiring source yield.
- Candidate response rates.
- Email campaign reach/bounces.
- Recruitment events yield.
- Number of candidates sourced.
- Number of social media followers.
- The average time-to-hire.
- The average cost-per-hire.
- New employee retention rates.
- New employee engagement levels.
- The number of employee candidate referrals.
- Encourage your employees to refer candidates.
Knowing that your employees are your most trusted and engaged advocates, why not leverage their ability to source to best candidates? Better yet, reward them for it. At the company I founded, HR Solutions, we would give a $500 bonus to any referring employee, and pay it once the new employee reached the 6-month tenure mark. It worked fabulously!
Another best practice on including your employees, is empowering them to opt-in to your social site platforms, which allows the site to send job posts to their social network, seamlessly.
Simply put, world-class companies employ best-in-class recruitment marketing practices like the five revealed above. Have you?
Kevin Sheridan is an internationally-recognized Keynote Speaker, a New York Times Best Selling Author, and one of the most sought-after voices in the world on the topic of Employee Engagement. For six years running, he has been honored on Inc. Magazine’s top 100 Leadership Speakers in the world, as well as Inc.’s top 100 experts on Employee Engagement. He was also honored to be named to The Employee Engagement Award’s Top 101 Global Influencers on Employee Engagement of 2017.
Having spent thirty years as a high-level Human Capital Management consultant, Kevin has helped some of the world’s largest corporations rebuild a culture that fosters productive engagement, earning him several distinctive awards and honors. Kevin’s premier creation, PEER®, has been consistently recognized as a long-overdue, industry-changing innovation in the field of Employee Engagement. His first book, Building a Magnetic Culture, made six of the best seller lists including The New York Times, Wall Street Journal, and USA Today. He is also the author of The Virtual Manager, which explores how to most effectively manage remote workers.
Kevin received a Master of Business Administration from the Harvard Business School in 1988, concentrating his degree in Strategy, Human Resources Management, and Organizational Behavior. He is also a serial entrepreneur, having founded and sold three different companies.
Web site: www.kevinsheridanllc.com