Content marketing plays a more prominent role in the recruitment landscape than ever before. Marketers have gotten smarter about the way they produce content, personalizing it for their target audience and even automating when and where that content is shown. Personalizing content makes for a more relatable experience for the audience, which in turn leads them to develop loyalty.
Facebook is one of the most powerful social recruitment tools at your disposal. Along with being the largest social media network in the world, Facebook is also home to millions of job candidates. With the ability to reach both active and passive job candidates, it is a platform that any recruiter or recruitment marketer can't afford not to be using.
By this point you've no doubt heard about employer branding and how important it is for finding the right talent, and it's true. A strong employer brand will not just give you more candidates to choose from, but they will be a better cultural fit. But did you know that having a strong employer brand will also drastically reduce your acquisition costs? According LinkedIn, having a strong employer brand can reduce recruiting costs by 43%! So how do you go about developing your company's employer brand?
Content marketing is all around us. In fact, you're probably either using or viewing some form of content marketing on a daily basis and you might not even know it, especially if you use social media. The Content Marketing Institute defines content marketing as "...a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action."
The foundation of a successful veteran recruitment campaign is a strategy that makes sense for reaching your target audience. A recruitment campaign is not unlike any other kind of marketing campaign. You need to go to market with the right message, for the right audience at the right time. Two key elements of your strategy will be focusing on social recruiting and optimizing your application funnel.