6th September 2019
Do you ever find yourself sinking back in your chair when faced with the task of hiring for a new vacancy that’s opened up?
I’ll let you into a little secret – you’re not alone. In fact, many people, especially those who work in HR, don’t enjoy the recruitment aspect of their job at all.
This can be for a number of reasons including the fact that recruitment is more likened to sales than it is a ‘person-centred’ task; however, one of the biggest causes for this way of thinking is that many people involved in the recruitment process find it far too time-consuming and costly, with sometimes not nearly enough gain.
What, then, if I told you that it didn’t have to be that way? What if I told you that the recruitment process can be as simple as posting a job and choosing the best of the candidates who fly right in? Well, it can be with the use of recruitment marketing.
What is Recruitment Marketing?
Recruitment Marketing is the way in which you apply marketing principles to each of the steps of your recruitment process. It’s how your company tells its culture story through content and messaging to reach and rein in top talent.
This can include blog post articles, videos, social media posts, images – basically, any public-facing content that promotes and builds up your brand with potential candidates.
Look at it this way – Star Wars: The Last Jedi cost a whopping £247M in marketing alone. Yes – Jedis and Wookiees are cool and all, but at some point, we have to face facts that The Last Jedi is the ninth instalment in what seems to be a never-ending (albeit epic) franchise – so what’s new this time? The marketing machine has to strike up in full swing to engage with people and convince them that they should part with their hard-earned cash to go and watch yet another Star Wars movie on the big screen.
Okay, so maybe you won’t be spending £247M on advertising job vacancies, but the point is that you need to focus your energies on your recruitment efforts in the same way the big movie moguls do to put their latest creations out there and coax the top talent, scouting for work or otherwise, to apply to work for your company.
Of course, you aren’t a marketer, and I’m not expecting you to become one – but that doesn’t mean that you can’t tackle your recruitment from a marketing angle.
How to Find and Attract Better Candidates
If you follow these tips, you’re sure to put yourself in the prime position to:
- Optimise your recruitment strategy
- Speed up the hiring process
- Save money
- Attract high-quality candidates
- Increase employee retention and engagement
- Build a strong, hardworking and efficient team.
To achieve this, you need to familiarise yourself with the candidate’s journey. Their journey looks something like this:
- Awareness – what makes them aware of your job vacancy?
- Consideration – what helps them to consider the job?
- Decision – what drives them to make a decision to apply for and accept a job offer?
Think of the candidate somewhat like a ‘buyer’ because that is essentially what you are trying to achieve. You want potential candidates to buy into your job advertisement and apply.
Build your Employer Brand
This means promoting yourself and the company as an employer everywhere and not just in your advertisements. We’re talking interviews, on and offline content, quotes, features – anything that will promote you as an employer that people want to work for. The aim is to present yourself as a vibrant, forward-thinking and person-centred organisation that prides itself on being ahead in the game. Ultimately, you need to understand that it isn’t only about advertising that you are a good employer – you need to actually be one.
Promote the Vacancy
A fundamental aspect of recruitment, no matter how you approach it. You need to advertise in the right places to get the candidates you want – after all, it’s about reaching the most people, but it’s also about getting the right people. When considering the platforms you will use to promote job openings, don’t shy away from the option of social media. It offers professional networks that will help you to spread the word further, allows you to reach passive candidates who wouldn’t otherwise know about the position and people are also more likely to trust and respond to postings that appear in trusted channels, either via their networks or a paid placement.
Have an Attractive Careers Page
Anyone interested in applying for a position at your company will undoubtedly check out your website, so having a good solid careers page that answers common questions such as ‘what are the company’s core values, mission and vision?’ and ‘what are the perks of working for the company?’ will greatly impact the candidate’s consideration of the job.
Write an Attractive Job Description
A job description essentially outlines the roles and responsibilities of the position you need to fill. That information is necessary and important, but without going above and beyond ticking the usual requirements, qualifications and benefits boxes of the job role, you’ll be harder pushed to make someone want to invest their 30 + hours a week to your cause.
Refine your Hiring Process
The hiring process begins from the very moment an applicant sees the job posting, to their very first day of employment, so you need to make it as straightforward and pleasant for them as possible. Consider the following steps to help you achieve this:
- Make the initial application as easy as possible by making it simple to fill out required entries, eliminate annoying repeated tasks such as re-entering the same information, have clear tick boxes for simple questions and ensure that applications are optimised for use on mobile devices for accessibility.
- Conduct fuss-free screening calls and phone interviews by creating a booking platform (such as Calendly) to allow candidates to book their own slots, make sure a pleasant conversation takes place to put them at ease and make sure that you’re on time for the interview – your punctuality matters, too!
- Make sure that candidates are given clear and concise directions to find their way to a face-to-face interview and provide instructions of what they should bring with them. Also, prepare the applicant’s CV and any other relevant documentation prior to the interview as well as a list of questions you wish to ask. Consider following the steps for phone interviews, too.
- If conducting any assessments during the interview process, be clear with the candidate as to what they need to do and why they are being asked to do so. Assure them that the test is for application purposes and nothing more and set clear expectations on outcomes and deadlines.
- Clarify what you need from the candidate in terms of references and follow up with them only when the candidate has given the go-ahead to do so.
- Include all pertinent details related to the job within the candidate’s job offer, such as:
- Working hours.
- Amount of paid time off.
- Salary and pay schedule.
- Official job title.
- Expected start date.
- Who they report to.
- ‘Offer valid until’ date.
You should also ensure that the job offer is relevant to the job role itself. I know that might sound silly, but if you’ve used an old job offer as a template and mistakenly left details of the previous role in there, that wouldn’t look great.
Clarify the options of how the candidate can accept the offer – be it by email, phone call or a signed letter etc.
If ever in doubt as to how best to apply recruitment marketing to your hiring process, just think of it like it were customer satisfaction.
The end goal is to attract the perfect candidates for the role you are trying to fill, so they want the position to be sold to them in a way that makes them feel that they are truly investing the time they’ll be spending with you and your company rather than just finding any old job that pays enough to get them by.
The smallest and (seemingly) most insignificant little details could make all the difference to the right potentials.
Read more in part 2 of The Recruitment Process series where we look at conducting passive candidate searches.
Clarisse works as the Lead of our Customer Support Team to provide all of our customers with the very best care and guidance when using their HR software.