To market your business is easy but to market your company’s available positions – not as much. Advertising for available positions in the company is a more specialized form of marketing; as compared to any ordinary product marketing. This kind of advertising requires more research and tactics specific to its role. Still, it can be done and definitely within your grasp. Also, the failure to adopt and implement such a strategy may prevent your business from staying ahead of the competition.A key goal for any competitive industry is attracting and hiring top employees. Great talents are the foundations of any successful company and the best way to attract them is to embrace digital marketing.Why? To be honest, Newspapers and TV ads still have their place, but these are old-school mediums. They can’t be compared to SEO, PPC, social networks marketing or other online marketing techniques.Digital marketing is available and, when done efficiently, its result-oriented and cost-saving. So, you must be wondering how digital marketing can help you to hire the best talent for your company.Without further ado, here are 6 digital marketing tips for your recruitment strategy and how you can hire top talent with digital marketing.
Showcase Your Company Culture
Although this tip seems obvious, oddly, many organizations fail to show their company culture in an adequate way. This is where digital marketing can pull you out of the fire. As one of its powerful features is its ability to combine multiple channels to convey an effective message. Embed a company video within your job listing to ensure your company’ description is more engaging to potential talents.If your company’ culture is powered by your working offices, include pictures that prove how employees are happy in your organization. Even big companies like Facebook follow the same strategy to motivate their new and upcoming talents. After all, the kind of workspace a business provides its employees carries weight in the evaluation process of potential job seekers.
Understand Your Target Audience
The first thing marketers learn is to understand their target audience as per aptitude test, practices, interests, and demographics; in order to design an adequate consumer persona and target messages that can ensure conversions. The same thing applies to your talent-seeking efforts. You only need to tap into their interests. In other words, you need to learn everything about the targeted job seekers in the message:
What are their aspirations?
What makes them tick? or What gives them a kick?
What are their values?
How much money do they want?
You can then use this knowledge in your employment effort to send personalized offers instead of just sending nonexclusive generic templates to everyone. It will show you care about what they need. They will get encouraged to be part of such an organization that craves employees’ interest, needs and happiness. Also, you can go for creative ways to attract the right talent.
Social Media As Recruiting Tools
Almost 80% of job seekers use social networks for daily job searching. From Facebook and LinkedIn to Twitter, any employment strategy must include social media in order to engage and attract new talent. This allows them to reach and discover talent on a wider scale. Prospective job seekers can learn more about your company and its mission and vision. The addition of Instagram and Pinterest helps add a face on your brand while creating a more tangible sense of business’ culture and traits.The most effective social network for finding new employees is without a doubt LinkedIn. This network is Facebook for businessmen, experts, and prospective job seekers.As a matter of fact, it is considered the core and central hub for anyone looking to hire or be hired. From work history to simple-to-read resumes and accolades, LinkedIn is a tangible goldmine for anyone looking to recruit talent. You also can separate the wheat from the chaff and find the most desirable candidates.
How you design your ads will have a huge impact on your efforts of obtaining new employees. A great ad can engage the audience and grab their attention, while an ineffective one will probably deter a person, instead of making them want to find more. First off, call your audience to action.
“Request more information!”
“Go here for more!”
No single marketing campaign is whole without a call-to-action or “CTA” for short. Its goal is pretty straightforward – to give visitors a clear instruction that moves them closer toward the action you wish them to take. Call-to-actions are integral in all forms of digital marketing whether you’re writing compelling Google ads or promoting a seasonal sale on Facebook. Your CTA can also upgrade your brand by using language that’s relevant to your industry – another important aspect of hiring high-quality workers.Next, you will need to create quick and compelling ads. Today, it is believed that modern technologies, like the Internet and TV, are actually reducing our attention span. Out frantic world has somehow rewired the human brain, making us less able to attend to things. Because of this exposure in our frantic world, with its persistent thrills, competition, and challenges, a person’s brain somehow rewires itself to better accommodate this rapid pace, while also developing difficulty to focus on more mundane experiences.This underscores the requirement to be fast and compelling in digital marketing messages. Anything ordinary, or that requires a lot of focus and mental effort will fail. When you’re marketing job positions, you only have a few seconds to appeal to potential employees. The marketing must be direct, interesting and without any clutter.
Your Web Presence
There’s no way of avoiding it, recruiting new talents is now partially centered on how well a company can showcase its own brand. Internet is the first tool any job seeker will use, mostly for researching how good is the company’s job structure, employee collaboration, corporate climate or how well leadership suits their needs. Besides this, they will also view your business’ website and social media profiles to determine the positioning and credibility of your company. Is your Facebook profile rarely updated and even more rarely engaging? Such negative cues can deter potential clients and lower your credibility.In order for a job search to succeed, your company needs to be well established on the Internet. If you allocate more resources for improving your company’s web presence, you will have greater chances of attracting the best job applicants possible, while also increasing your company’s credibility. Plans like upgrading your site’s content and SEO, remodeling your corporation’s home page, and reformatting company bios and award histories, are all beneficial for creating a lasting impression.
Embracing The Technology
Here, we will present to you two different cases – one that is successful and the other one that isn’t. Let’s start with the latter. India is having a hard time. The nation’ unemployment rate is 7.2 percent, the highest it has been since 2011. Although this doesn’t seem significant, the different picture comes to life when it is realized that unemployment is particularly high among individuals between 15 and 30 years – in urban areas. Where 27.2% percent of women and 18.7% of men in this age group are searching for jobs. While there isn’t one single cause for this unfortunate turn of events, the dominant reason behind it lies in India’s inability to adapt to new technologies and embrace it to encourage entrepreneurship and job creation.On the other side of the story, we have Australia and its champion Melbourne. For the last five years, the unemployment rate in Australia has been steadily falling from 6.4% to 5.2%. And, it owns it thanks to the combination of technology and job offers. Jobs in Melbourne can be found online, as companies offer lucrative job positions for all to view and try their luck with.The same way, you can use online job portals like Indeed, Naukri, Shine, etc. to hire the best talent from all over the country. Though more than 60 percent of companies are following the same, still there are many who need to understand the realm of it. Also, these job portals allow aspiring job seekers to upload their resume for distribution and get hired by recruitment experts. These websites generate a huge amount of traffic, and many of them offer great ad placements that would be ideal for your employment strategy.
Digital marketing does an excellent job of finding great talents for your business. Nowadays, when people hear about a business or its job offers, the first thing they do is to search for it online, whether for their website or social media profiles. Prospective talents search for jobs online – on Facebook and other social media, in search engines or via various job-seeking and job-offering platforms. Focus more on the digital aspect of your employment strategy, and you will be amazed by how many great talents await you there
Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmarkblog.com..