Low unemployment rates and limited budgets aren’t exactly making it easy for HR professionals and job recruiters to fill their companies’ posts. Luckily, there are a handful of creative ways to market your way around the issue.
Oh, how fickle the job market can be!
Remember the days when each of us was a twenty-something, fresh out of school and eagerly searching for a job that would stick, sometimes feeling like it would never come? Well, it’s a much more reassuring position to be on the other side of the equation actually doing the hiring — but even that poses its own unique challenges.
When your company is growing, and upstairs is telling you that you only have X-number of dollars to spend on recruitment messaging, you’re suddenly painted into a corner where your entire budget gets split between inexpensive posts on online job boards and anything else you can scrounge up with your remaining cash.
Not to mention, unemployment is at its lowest point in the past two decades, so you have to go the extra mile to find available talent in the first place.
But it can be done, regardless if you’re hiring just one person or building an active pipeline of candidates. With an effective strategy, strong tactics, and a message that stands out, your business can make noise in a sea of competitors. Here are the four most surefire paths you can take to find your employees today.
1. Have the Right Data to Keep Yourself Informed
According to CareerBuilder research, the average candidate uses 16 different sources to look for employment, which is a fairly wide net for one person to cast. In spite of this, many job recruiters most often lack insights into candidate behaviors and struggle to identify exactly where top talent is actively looking.
Time is a major factor for recruiters, in that there isn’t a whole lot of it to go around. Half of the battle is getting quick and easy access to information – that you can action right away. When you’re on the hunt for stats about the people in areas you’re looking to hire, ensure you get information that’s localized whenever and wherever you can. Job search behavior can change drastically from Reno to Anchorage.
It’s also crucial to look at the successes and failures of past job search campaigns to create smart decisions about what’s next for you. Analyze emerging trends in consumer behavior, as that might give some clues about where you should have a presence.
For example, if you’re hiring recent graduates, examine internet trends to see where these folks are really spending their time. Your print ad strategy might work well for those with 20+ years of experience, but you may need to think differently when it comes to Generation Z.
Having a breadth of data such as this helps to clearly pinpoint which locations and which sources will give you the best odds of finding qualified candidates, giving you the motivation you to start putting together a stellar recruitment campaign.
2. Tell Everyone Why You’re the Best on the Channels That Matter
Once your insights are locked in, your next task is creating messages that turn heads. This is one of the best ways to stand out from the crowd and get in front of the right job searchers.
One thing is for sure, though: HR professionals have enough on their plate, so learning the ins and outs of targeted marketing can be, well, yet another task to take care of. With that said, approaching your hiring like a full-blown marketing campaign can yield excellent return. Perhaps you could start promoting your internal talent through Q&A videos, or you launch a thought leadership program to showcase your executive team.
Or, you start a company culture hashtag to highlight the awesome initiatives you have at the company, like charity and volunteer work, meatless Mondays, or pick-up basketball on Wednesdays. Keep in mind that 82% of Millennials say a company that promotes health and wellness is a key factor when choosing an employer.1
Once you’ve built up your library of content that proves just how awesome it is to work at your company — it’s all about the promotion! Tell audiences your unique company story, while adding in the extra bonus: “BTW, we’re hiring!”
Here are a few of the most impactful channels to tell your message:
- Print and digital ad campaigns (display ads, PPC ads, video, etc.)
- Social media campaigns (Facebook Careers, etc.)
- Online job boards and real-time job-matching algorithms
If you haven’t tested these channels yet — you need to start. Test the waters and see what drives the most results for your business!
3. Take Advantage of Geo-Targeting to Add Focus to Your Campaigns
One of the keys things your data will be able to tell you is where your target radius for recruitment should be, whether it’s just in your city, in your greater metro area, in your state, or even further out.
Setting a virtual border to conduct your search — more elegantly known as “geo-targeting” — will allow you to focus your efforts on finding the best candidates solely within your desired striking distance and add a layer of precision to your marketing, simplifying your efforts and saving you time in the long-run.
For example, your company could run a lookalike campaign — one that would target an audience of qualified candidates based on data matching that of your current staff — using information like demographics (age, gender, etc.), education, and experience levels, and more. This would allow you to look at only the cross-section of people who would be a natural fit for your existing team and go after them with maximum effort.
4. Go After Passive Candidates, Not Just Active Ones, For Maximum Results
People who are currently unemployed (the “active candidates”) aren’t the only ones currently looking for a new job. Someone might be sitting at a desk in their office right now, thinking about how they feel unchallenged by their current job, how they’re in a rut, or how they need a fresh start. We call the latter group “passive candidates.”
Gleaning insights into passive candidates can be tricky, especially if they’re not putting themselves out there for recruiters to see. Fortunately, like their active counterparts, this category of prospective employees isn’t out of your reach.
When planning your marketing strategy and messaging, keep in mind that both active and passive candidates require different elements in order to get their attention.
For starters, the language needs to be different. Some marketing channels will also have more effectiveness for one group over the other. A YouTube pre-roll video might be more likely to catch a passive candidate on their computer at work all day, whereas an active candidate refreshing their personal email non-stop to check for replies might be happy to see your targeted email message pop up.
There’s more to finding employees than looking in the usual places. The LOCALiQ Recruitment team has been down these paths before and are ready to help lead you to them, so you can build upon the team that’s going to lead your company into the future.
Talk with us and let’s find the right strategy for you.