Featured Research: Digital Transformation: The Catalyst for Change in Recruitment Marketing

Areas we need to consider

Think about how information is consumed and products are sold today. Digital rules – and when people shop online for a product or service, they’re exposed to tweets, posts, text messages, news alerts, videos, and product recommendations that are carefully curated, highly targeted and personalized.

Consumer brands know they have to digitally transform their businesses to thrive. It’s no different in the world of Talent Acquisition. Digital transformation is changing everything, including how we find great people. To achieve a candidate-centric experience, we need to go beyond simply posting opportunities – and begin marketing them.
 
There are multiple opinions out there about what “recruitment marketing” is and how companies can leverage various tools, content channels, and technologies to attract “best fit” talent. One thing is certain: the candidate journey is no longer simply transactional.  Numerous factors, both emotional and rational, are part of making an informed career choice. We need to connect with candidates on a personal level.
 
I have conversations every day with companies that are evaluating how they can improve their ability to reach and attract “A” talent. Several common themes emerged, along with areas we all need to consider:

 

When was the last time you reviewed your EVP? Is it working hard to help build relationships with great candidates? Ask yourself a few simple questions:
 
Is it credible? Your EVP isn’t a marketing ploy. It should be based upon what it’s really like to work in your organization. Look at the great aspects of working for your company, and don’t shy away from areas that need some work. Above all, don’t make claims you can’t deliver on!
 
Is it relevant? Different types of candidates use different decision-making criteria. For example, sales candidates would be driven by a hot product, a dynamic and growing market, or attractive compensation. Engineers may want to work autonomously and join a culture where they bring innovative products to market. Consider where your jobs are located and whether there is a talent shortage in a particular market, since they will also determine the messages you’ll want to incorporate.  
 
Is it sustainable? Every organization has an aspirational or “future state.” A well-crafted EVP considers this and expresses who you are now, where you want to be in the future, and who will get you there.
 
Does it stand out? Differentiation makes the strongest case for choosing your company over a competitor. Set up clear expectations around the give and get: what you provide and what they can expect in return. Consider the emotional aspect of the employee experience and leverage current employees as influencers

Again, think like a consumer and use this perspective to assess your recruitment media and social content strategy. Nearly one third of all consumers say a brand’s website is the most important channel for personalization. On career sites, a simple place to start is with videos that describe a “day in the life” not only at the company but in the role that they will take on. Obviously, a personalized career site is a fantastic start. However, you should be considering ALL the elements that make up a great candidate journey.
 
Is it omnichannel? Remember, the ability to express your brand story in an honest, transparent and engaging way will put you miles ahead of the prevailing “post-and-pray” scenario. Therefore, relationships should be built at every possible touchpoint – whether a candidate comes through your homepage, clicks on a banner, lands on a job description or is simply “browsing” what’s out there.
 
Is it data driven and automated? There are tools available that utilize machine learning to identify the most effective channels for you to reach the right candidates. They can help you deliver a consistent and relevant omnichannel interaction with your brand, reaching out to candidates in ways (such as automated email drip campaigns) that “speak” to their interests and get more targeted and personalized over time. And if a candidate’s “dream job” is a bit of a stretch for them right now, it’s possible to leverage machine learning to suggest other roles that are a great fit. Not only does this build a positive image for your company, an applicant might even tell friends who may be perfect for another role!

You’ve defined your EVP, used it to communicate your Employer Brand, and you’ve invested in attracting candidates using digital media, job boards, and social channels. But are you getting the most out of these investments? Ask yourself the following:
 
Do they maximize efficiency? Remember, “investment” goes beyond just financial considerations. You also need to look at how machine learning and automation can be used to enhance your TA team’s effectiveness. In most HR environments, the CRM, ATS and career website are supported by different vendors. To get an overview of how it’s all working, your team has to get “into the weeds,” pulling siloed data from three or more disparate sources.
 
Today, fully-integrated platforms exist that allow you to view all that data in one place – and from a holistic, big-picture perspective. This makes it much easier to see how the different pieces are working together – and where things are going right (or wrong). In virtually every instance, machine learning will free up your team to focus on what they’re best at: building relationships.
 
Do they create value? You’re spending a lot of media money to find ten good candidates. Of those ten, only one gets hired – and the other nine sink into the infamous ATS “black hole.” These candidates may not have been right for the original position, but perfect for another role. Then a similar position opens again a few months later and you’re back at square one – spending money and resources to repeat the process all over again.
 
If this sounds familiar, it might be time to invest in a platform that allows you to combine your CRM and ATS, leveraging the data to maintain relationships with the other nine candidates, one or more of whom could now be a perfect fit. The result? You’ve just saved time, energy, and your media budget!

As you review your recruitment marketing strategy, make sure you think about not only the type of talent you want, but the journey that you want to take them on. Maximize your investment by looking at AI tools in the marketplace that help you to get the most out of every recruitment dollar you spend, and once you have their interest, provide the candidates a “Wow” moment when they engage with your career site and as you communicate with them.

Recruitment marketing means many things to many people. But above all – like consumer marketing – it’s about building relationships and establishing interest in your brand.
 
For more than 45 years, Symphony Talent has partnered with forward-thinking talent acquisition leaders to help attract the best talent and stand apart from the competition. To learn more about Symphony Talent’s solutions, click here to speak with an expert.

Roopesh Nair is President & CEO of Symphony Talent. He has an extensive background in driving digital transformations to elevate brands in a variety of industries. Roopesh holds degrees from the Indian Institute of Technology, Columbia Business School and UC Berkeley. Visit www.symphonytalent.com Connect Roopesh Nair