Talent Acquisition is on the minds of everyone these days. With the pandemic creating havoc, trends in unemployment have fluctuated.
Clearly the high level of unemployment during the pandemic era has ended and post pandemic hiring has been in full gear over the last 2 quarters. Companies of all sizes from SMBs to Fortune 500 companies are aggressively recruiting talent once again.
To get an edge in the talent acquisition process it helps to view the candidate acquisition funnel from a marketing perspective.
We have identified 3 sources of recruitment marketing that can enhance your outreach to find top-notch candidates.
Here’s the list:
Programmatic Recruitment/Job Advertising
Inbound Recruiting
Geofencing & Geotargeting
Programmatic Recruitment/Job Advertising
Programmatic Job Advertising:
According to one of the most popular programmatic job ad platforms….What is programmatic advertising?
Programmatic advertising is the buying, placement, and optimization of ads performed by software, rather than people. It allows advertisers to target their ideal demographic across the web, and keeps them from overspending on clicks that don’t convert with automated bidding processes.
Let’s think of it this way: programmatic job ad platforms serve as the wholesaler of job ads and help you increase your ad budget and exposure across a broad spectrum of websites.
You will have control over your budget and can build campaigns based on your corporate priorities. The technology behind programmatic job advertising further helps in allocating budgets granularly across different job families and provide full visibility into the performance in near real-time.
Having an ability to attract additional eyeballs on job sites that you don’t currently have subscriptions to is one of the biggest benefits of programmatic advertising. The software that powers these platforms uses AI and ML to decide which of the job sites have the best demographic traffic you are seeking and will automatically showcase your jobs to the most suitable audiences.
Inbound Recruiting
Inbound Recruiting:
Unless you are living under a rock you may have most definitely heard about inbound strategies for customer acquisition used by marketers.
Broadly speaking you would be adapting a chapter from that book and treating candidates as consumers. As marketing divisions in companies use various content strategies to educate, nourish and harvest leads you will be creating similar channels for candidate acquisition.
Building candidate personas, Developing content geared towards those personas, Following the principles of AIDA (Attention/Interest/Desire/Action) are necessary first steps to use before you embark on your inbound recruiting journey.
The idea here is to always stay on the radar of potential candidates by offering them lead magnets to start a relationship using your owned channels first and use social media channels for deeper outreach.
Educating potential candidates about your culture, growth opportunities, training, etc needs to be done proactively instead of waiting till the end and being reactive.
Also, treat your website particularly your career site as a powerful tool to showcase all that you have and make an impression on prospective candidates.
Another great way to engage with prospective candidates is by encouraging them to participate in virtual brown bag sessions with your in-house SMEs, or have them join your product launch webinars, or have a live stream with your corporate recruiters in showcasing “what a day in the life” would look like for each job family.
Constantly measuring traction is key here and the more you are able to A/B test the efficacy the better the results. Please don’t expect an overnight miracle.
These inbound recruiting strategies do take time to come to fruition. Constant monitoring, proactive A/B testing, and deploying campaign changes are critical to achieve desired outcomes.
Pro tip: Talk to your marketing peers in your organization and get schooled by them on the tools, techniques and processes they follow.
Geofencing & Geotargeting
Geofencing & Geotargeting
Before we try to understand the difference between the two it’s important to understand what location based marketing or geomarketing is all about.
The idea behind location based marketing is to use a mobile device or an internet connected device to estimate your location.
Geofencing:
So what is it? In the simplest of terms it's drawing a virtual perimeter around a given area to target potential prospects on their mobile/tablet devices.
Here’s how Geofencing is being used in the real world.
https://www.alistdaily.com/technology/five-examples-of-brands-using-geofencing/
Geotargeting:
After a geofence is drawn we can Geotarget using multiple filtering options to accomplish targeted precision.
Three Geotargeting best practices:
How can these techniques be used in Recruiting:
Events, Competitor locations, College campuses, or any other location of interest where you feel your ideal candidate is present would be an ideal way to start this campaign by using Geofencing. You can also think of Geofencing as a way to build a brand within a broad brush of audience and not necessarily targeting special demographics and interests.
Adding Geotargeting to the same perimeter will allow you to target by location, behavioral attributes to hyper target prospective candidates. Here you can use different filters like interests, demographic filters, and behaviors.
Shuvel Digital has specific products to help you with your talent acquisition. Check out our featured products and contact us to start your campaign!
