As the landscape of recruitment begins to change, so must the strategies and tactics you employ. The shift in digital recruitment marketing and social media recruiting has changed the corporate world forever. Gone are the days of stagnant job postings that result in lost production from prolonged vacant roles. The job market is more competitive than ever, which has resulted in a shift in power from employers picking candidates to candidates now having their choice of employers.
With the rise of platforms like LinkedIn and Glassdoor, among many others, job seekers now have more information and opportunities available to them than ever before. According to the Bureau of Labor Statistics, in November 2018, the unemployment rate in America was 3.7%, which was the lowest in 49 years. What does that mean for recruiters? It means the fight for qualified candidates is more intense than ever before.
It is imperative that recruiters give candidates what they want: the right message, in the right place at the right time. Keep in mind aspects of your recruitment strategy like crafting a brand that speaks to your ideal candidates and providing a positive candidate experience by making them do less work to apply for your open positions. Do this on your company website, social media profiles and in your recruitment ads.
Speaking of Candidate Experience…
Candidate experience is the overall perception a candidate has about your recruitment process. It involves everything from how the candidate finds you and how easily they can apply for jobs, to the interaction with a recruiter and the actual interview process. Have you done an audit of the user experience your company is providing candidates? If not, attempt to apply for a job just like a candidate would. What are the possible pain points they are experiencing? How can you improve the process?
Get creative in your outreach methods. According to LinkedIn, 94% of polled candidates indicated that being contacted directly by their perspective manager can make them accept a job faster. Provide your candidates with feedback after their interview. 94% of polled candidates indicated they would value feedback, but only 41% have received it. Candidates are 4X as likely to consider a future job with your company if you offer them constructive feedback.
It’s time to re-think the way you are connecting with talent. The rise of inbound recruitment marketing has changed how recruiters find candidates. What the heck is inbound recruiting, by the way? Well, there are essentially two types of recruiting: inbound and outbound recruiting. We’ll make it simple:
- Inbound Recruiting: Candidates come to you
- Outbound Recruiting: You go to the candidates
The main difference in inbound and outbound recruiting lies in how the candidate will interact with your brand. In inbound recruiting your goal is to lead the candidate through the first three phases of the candidate journey: awareness, consideration and interest. Outbound recruiting has a more immediate goal, which is to generate an application to an open position.
Inbound recruiting helps to build your employer brand, which is great for the long term health of your recruiting plan and talent pool. Inbound recruiting is also a great way to reach passive job candidates, or potential candidates who are currently employed but would be open to a change. According to LinkedIn, 70% of the global workforce is made up of passive candidates who would be open to a better opportunity. Creating a strong employer brand by consistently reaching passive candidates is a recipe for success in your company’s long term. Content marketing is a great way to drive inbound recruitment strategies.
So how do you more effectively promote your employer brand? Well, starting with your career site is probably smart. Are you conveying the actual culture of the company? What message are you sending to potential employees? It’s great to showcase your current employees in a positive light, as well as the products and services you offer. This also applies to social media platforms and any inbound recruitment marketing.
A solid employer brand will help attract new candidates and retain current employees.
Employee Referral Programs
Yes, I know, employee referral programs have been around for a long time. But in the competitive job market, they are becoming more relevant than ever. Referral programs will help you generate candidates who have a great chance of being a cultural and professional fit. In fact, CareerBuilder indicated that 26% of external hires happened through referrals, making them the #1 source for generating new hires.
Employee referral programs also allow you to reduce costs associated with hiring by reducing the time it takes to find candidates. Because you have direct, immediate access to a candidate’s contact information, the interview process can be started earlier than normal.