Tuesday, 23 January 2018

Digital Marketing for Recruitment

Social Media Recruitment Strategy

Recruitment or - more accurately - candidate engagement and candidate attraction via social media channels (Instagram, LinkedIn, Facebook, Twitter et al) is not always necessary for all sectors, but these ubiquitous channels can speed up the engagement process as well as vastly improve the network reach of potential suitable candidates.

Many recruiters and employers either avoid social media channels through fear (lack of knowledge on how to do it effectively and creating PR and/or employer brand disasters) or through herd mentality and do not analyse and assess the performance of their social media outreach effectively. Yep, data analysis - it cannot be avoided if you want to improve and get the best results.

To discuss improving your social media candidate engagement strategy, contact Gorilla Theory Labs here >

[External Link] 9 Social Media Strategies for Recruitment: click here >

The so-called 'war-for-talent' makes finding ideal talent essential to business success. Finding these skilled workers as quickly as possible also reduces the cost of hire. Regarding digital media, there are ways to improve the talent acquisition process.

Today, digital and web channels are of increasing importance to recruiters and to employers for talent attraction. Recruitment marketing relies heavily on Search Engine Optimisation (SEO). SEO refers to the process of optimising a Web site so that it appears prominently in search engine results for specific keywords. Search Engine Optimisation may involve modifying the markup of a site to make it more Search Engine Friendly, which is free, or it may involve paying search engines or directories for inclusion. Some Search Engine Optimisation techniques are frowned upon because they involve trying to 'mislead' the search engines into believing your site is more relevant to a search term than it really is.

Many recruitment firms do not maximise the sales potential of their website. This is despite the huge growth of online and mobile recruitment; spending on online job advertising has grown to record highs and the most popular job board websites attract hundreds of thousands of new job seekers and employers each month.

Realise the power of your website as a tool that can make your firm a more attractive destination for active and passive job seekers, and ultimately make your firm more money due to improved performance from better talent. If you do not have an effective web presence you are missing out new clients, new candidates, potential new recruits and new ways of working says editor-in-chief Henry Chuks. An effective website allows a recruitment agency to advertise their clients' vacancies and find suitable candidates for these vacancies quicker. In addition to the front-end that job seekers, clients, and employees and potential partners can see, back-end solutions can also help management track the performance of consultants and keep a track on client activity.

Paid-for advertising is being challenged increasingly with the growing weariness of traditional adverts, poorly-targeted and irrelevant ads, and nakedly self-serving ads. The popularity of ad-blocker technology is a challenge to the advertising industry as a whole, made worse by paid-advertising click fraud, and decreasing online ad efficacy. Fresh thinking needs to be applied to promoting any product or service. Invest in high quality design and execution when it comes to sales and promotion. Increased quality of content will become a differentiator among businesses moving forward.

There are three main ways that people arrive at websites - direct navigation, web referrals and search engines.

Direct Navigation

The best way of generating web traffic from a standing start is to make sure you increase the visibility of your web address in regularly used communications channels such as email (your email signature and footer) and printed material such as business cards, letters, flyers etc. Choose a simple web address (URL) which avoids hyphens or other punctuation as it will be easier for people to remember.

Web Referrals

Web referrals are an important means of attracting visitors to your site. Be thorough and research where your target audience looks on the web. Precision targeting improves return on investment. There are a number of ways you can generate these.

  • - Include your web address in all email footers.
  • - Email marketing - targeted digital newsletters and content to clients, and potential and actual job seekers (the candidates) can be very effective. If the content is interesting it is easy for people to read and engage with as well as share the email.
  • - Online advertising - the use of effective advertorials, native ads, and is some cases the old-school paid-for adverts (banners and AdWords for example) that appear on other websites to drive people to yours.
  • - Reciprocal marketing - finding sites with complementary content and agreeing to have optimised content, links, or banners to each other's sites.
  • - Forums - you can set up your own, or monitor others, join the discussion and point people towards your website, see the page in this guide on community building.
  • Search engines

While search engines are far outstripped by direct referrals, they can still prove useful for attracting customers. Competition for a high ranking on the major search engines is intense because few web users look beyond the second page of results.

If you are expecting your website to generate significant commercial returns, it will be well worth spending the time and effort to ensure you get the most out of your search engine placement.

Points to note:
- Assess your current website’s appeal and performance
- Note areas for improvement -better copy, job advertising
- Accessibility - make the site more search engine friendly, mobile-screen friendly
- E-Marketing -advertise your website. Try know marketing techniques such as reciprocal linking,
- Pay-Per Click advertising (like Google AdWords)

Print issue 1, 2016: Recruitment Disruption & Innovation: Buy Now >

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