Are you struggling to attract the top talent to your organization? Maybe you wish that your current employees would do more when it comes to promoting your company as a great place to work and help to recruit new prospects. Maybe you feel that you’re doing an average job at getting new people on board but could be doing more to improve.
Even if you can’t hire a professional marketer for your HR team, there are several worthwhile marketing strategies that you can adopt to get your brand and its message out there in front of the professionals that you want to come and work for you. The right marketing strategies can be very effective when it comes to helping you attract the top talent, encourage your current employees to become advocates for your brand and boost employee morale.
Develop a Consistent Brand Voice
You may already know just how important it is to develop a consistent brand voice when it comes to marketing your products and services, but did you know that it is just as important when you’re marketing job vacancies and available positions?
Whether you are recruiting new employees or sharing the benefits of employee training programs, the messaging and voice used should be as consistent as possible. Ensure that all job descriptions, benefit plans, and other information are consistent across all the platforms that you use from job boards to email to LinkedIn. The best way to do this is to spend time establishing a company culture and then figuring out how you are going to convey it across a range of different channels.
Be Creative
You might see some changes happen when you start marketing available positions like they are your products or services. You may find it helpful to work with a Kansas City HR firm like G&A partners, with access to professional HR marketing staff to help you perfect this aspect of listing an opportunity and attracting the right talent to it.
All too often, businesses advertise job roles by simply listing off a bunch of responsibilities and if you are lucky, how much you’ll get paid and if there are any benefits. Instead, switch the focus up a bit and really sell the job to the prospective candidates. Writing benefits-first job descriptions that clearly tell potential employees what is in it for them if they were to be successful may help you get more engagement. Be creative with the mediums that you use for advertising jobs – blocks of text are only going to put many people off even reading the job description, while videos, on the other hand, can be more engaging and easier to take in. In fact, reports say that recruitment email conversion rates rise as high as 40% when the email includes a video with real employees featured.
Offer a Referral Scheme
You may be frustrated that your current employees are not shouting about your company as a great place to work – but ask yourself, is there anything in it for them? Employees might be telling friends and family who are looking for a job that your business is a good place to work, but if you want them to go further, then you need to be willing to reward them for it. Creating a referral scheme is an ideal way to get more employees to become loyal advocates for your business as a great workplace and turn them into word-of-mouth marketers that help you get access to better talent. For example, you might want to offer a financial bonus to any employee who can refer somebody who works for your business for a certain amount of time or passes their probationary period, for example. Ultimately, when employees feel that there is more in it for them, they’re more likely to spread the word and get your business in front of more potential candidates as a potential employer.
Use Different Platforms and Channels
Today, there are many different ways that you can find new job candidates and advertise any roles that you have available. However, the main problem is that they are also often being used by lots of other companies, including your main competitors. To stand out from the crowd when marketing your brand as an employer, it might be necessary to think outside of the box and experiment with different channels and platforms to try and reach your prospects in new and different ways.
Once you have come up with a compelling message and are advertising your roles in a more benefits-first way that immediately intrigues the prospect to learn more about what is in it for them, share it across a range of different social media channels. Of course, LinkedIn and Facebook tend to be the top choices for advertising jobs. However, you can get great results with marketing on Instagram or even TikTok, especially if you’re hoping to get a younger crowd.
Create an Effective Content Marketing Strategy
One effective strategy that you may want to consider is to create a separate recruitment site for your business, which gives you a better chance to come up with a good content marketing strategy. When done well, this can help improve Google rankings and provide somewhere that prospective employees can learn even more about what you do, what you offer, and more. This gives you a chance to use content marketing to position yourself as an employer that the top talent should want to come and work for, or at least find out more about.
For example, through the use of a business blog or a business YouTube channel, you can create content regarding career training, progression, tips, and more that your future candidates might find useful, positioning yourself as an authority employer and building a stronger relationship with them by providing value even before they decide if they are going to send in an application.
Digital marketing and content marketing are not only useful for getting your products and services out there. With the right strategies, you can apply digital and content marketing techniques to advertising jobs and hiring the best talent.
