Creating a great recruitment marketing campaign
If you’ve ever worked in recruitment, you’ll know the challenge of engaging with candidates in a market where standing out is becoming ever harder. With almost half of the world’s population online, and many of them logging onto social media platforms like Facebook, Twitter and LinkedIn on a regular basis, marketers are faced with a whole host of new channels to reach people over- and with many regular Tweets and posts getting lost in the clamour of billions of people, it’s hard to stand out from the crowd.
One way of doing so is via a marketing campaign- and if done correctly, it can have a huge impact, boosting your visibility online and attracting hundreds of new recruits. Indeed, companies with a recruitment marketing platform are three times more likely to have a better quality of hire than their competitors.
Here’s how to do it properly.
Who are you targeting?
First, decide your target audience, as you’ll have to adjust your campaign to suit them. Are you trying to hire new graduates, or established professionals looking for the next stage in your careers? Who are you looking to hire: editorial assistants, receptionists or scientists?
Once you’ve established whom to target- the more specific, the better- do your market research. What appeals to your target sector? What issues interest them, and what might incentivise them to click on your ad, such as a good pay rate or a pension scheme? When you know this, you’ll be able to create an effective advertisement.
Develop your messages
After the research you need to come up with a few key messages for your clientele. It doesn’t have to be a slogan, but it does have to get your point across concisely- and ensure that you don’t stray off-script in your campaign. What makes your company the perfect place to work? What can you offer that other places don’t? Take your company’s strengths and turn them into messages that you can use. You want to concentrate your energy on getting one or two messages across in order to ensure more people remember it, so make sure they’re clear, concise and short statements.
Where are you going to advertise it?
Once you’ve come up with your messages, and researched your target market, you need to consider distribution. Will it be on PPC adverts, on social media or even on your own careers website- which is a valuable and free way of building up your employer brand? Your message should be consistent across all of the channels that you use, but it’s also worth tweaking the formula a little to suit each platform. With Facebook, you can afford to go into detail, whilst Twitter favours infographics and pictures, as does Instagram. Videos are also an effective way of getting your point across; after all, job posts get 36% more applications if they’re accompanied by a video. It helps you stand out, and sites like LinkedIn will give preference to videos over text and outbound links.
Don’t be afraid to get creative with how your advertise your marketing strategy to your candidates: after all, it’ll help you stand out to them. There are so many great examples throughout history of creative recruitment campaigns, from Kitchener’s World War One poster to Google’s infamous challenges to jobhunters. Why not take a leaf out of their book and do the same? From fun challenges, to photography competitions, or recruitment videos with a twist, you’ll certainly stand out from the crowd- and engage more people because of it.
Analysing the results
The most important thing to remember, even during the campaign, is to keep a close eye on your results. After all, how will you know how to improve if you don’t have a good idea of how different campaigns are performing? Monitor which times are the most popular, where the most traffic comes from and what your bounce rate is. By doing so- and tweaking the formula to suit it- your campaign will have much more impact that it might otherwise do.
Time to start innovating
Your recruitment marketing strategy is what you make of it. Found out more about improving yours in our blog.
Case study - npower
As one of Britain's largest energy suppliers, npower needed a careers website that reflected their heritage and leveraged their employer brand to attract candidates.