It's no secret that most job searches today (80%, according to one study) occur online. Candidates continue to look for ways to enhance their resumes, research prospective employers, and get noticed in a crowded marketplace.
If you want to attract top talent to your open positions, you must use digital recruitment campaigns properly. Doing so can help you win over the ideal candidates in terms of skill set and cultural fit. Here are six ways to conduct an effective recruitment campaign through digital marketing.
1. Use Display Ads for Brand Awareness
Display ads are one of the quickest and most effective ways to reach candidates purely in terms of awareness. When candidates surf online or consume content from another website, a well-designed display ad can inform them that your organization is hiring and keep your company at the top of their minds. Of course, if they click through the ad to your designated landing page, they'll be able to apply for one of your open positions.
2. Create Content for Information and SEO
Content doesn't just have to be for customers. You can leverage well-designed content to attract job seekers to your organization.
Consider using blog posts and videos to highlight aspects of your company culture that will especially appeal to your target audience. Publish employee testimonials and other "behind the scenes" peeks into your organization.
Also, as you engage in this kind of content marketing for recruitment, remember to use SEO best practices. After all, if your brand doesn't show up in search results, your content will never make much of an impact on candidates, no matter how high its quality is.
3. Launch Social Media Ads for Optimal Engagement
Use your social media accounts to share your content and other information about your company. Social media is an excellent forum for engaging with candidates by answering their questions, responding to their comments, or launching surveys that will turn them into qualified leads.
4. Invest in Mobile Ads to Reach People on the Go
Modern recruitment marketing must consider how many candidates search for jobs on mobile devices. One Glassdoor survey found that 58% of the site's users are looking for open positions on their phones. Investing in mobile ads can help you reach more candidates more effectively than many other forms of advertising.
In addition, don't forget to optimize your application pages for mobile devices. People aren't just looking for jobs on their phones; they're applying for those jobs, too. Ensuring that your application pages are mobile-responsive will provide a better user experience and make it more likely that top candidates will pursue their interest in your company.
5. Keep in Contact with Email Marketing
It's helpful to keep in contact with your prospects and candidates through email marketing. For example, you can send updates about new job openings within your organization if you have several potentials in your database who haven't yet applied for a specific position. Also, you can keep in contact with current candidates via email, perhaps by sending them updates on the progress of their application, along with a list of other positions they may be interested in.
6. Text People for Casual Communication
Consider offering texting as an option to attract younger candidates to your open positions. Many Millennials and Gen Z-ers prefer texting to other communication options, primarily for its balance of speed (compared to email) and casualness (compared to a formal phone call). One study found that 7 out of 10 Millennials and Gen Z-ers prefer texting over talking in person.
You may want to set up a text code for interested candidates — e.g., a way for them to opt-in to receive information on current job openings, along with links to click to apply.
How McClatchy Can Supercharge Your Recruitment Campaigns
You can leverage digital recruitment tactics to find suitable candidates for your open positions in several ways. When you use display ads, create SEO-rich content, leverage social media, invest in mobile ads, and regularly communicate via email and text, you put yourself in a prime position to attract top talent and get the hires you need.
Of course, it takes a lot of effort to stay on top of a holistic digital recruitment campaign. That's where our team of experts at McClatchy comes into the picture. We have years of experience in all forms of digital marketing, including recruitment campaigns — and we can ensure that your efforts bring you the best possible results. Reach out to us today to learn more about our recruitment marketing solutions. We'd be happy to answer any questions you may have!