Marketing, sales and people management go hand in hand when a company is looking for new talent. The marketing and sales concepts and metrics can help a lot in the two main pillars of hiring: to attract people and to select people. Companies with a strong employer brand see 50% more qualified applicants and take 1-2x faster to hire, according to LinkedIn.
How Companies Recruit Candidates
There are two main approaches to the hiring process. Inbound and outbound recruiting are different recruitment strategies with different tactics, but with the same ultimate goal, which is to hire the perfect person for the job. It is not possible to say that one approach is better than the other; most companies use both.
Inbound Recruiting is a recruitment strategy in which you proactively and continuously attract people, trying to make them choose your company as the next one they will work for. This is the type of recruitment strategy that we will go over and provide some useful insights from the digital marketing perspective.
Its goal is to generate interest and guide them until they apply to the open positions. This can be done through ad posts on specific careers and websites, email marketing, or social media, for example. As social media usage is one of the most popular online activities, 49% of all professionals are following companies on social networks with the intent to stay aware of their positions, according to a study.
In theory, the intention of the HR department is the same as marketing, as a whole: to spark interest. It turns out that the practice is a long, continuous and personalized job according to the opportunities available in the company and the desired profile of each candidate.
For this reason, the HR sector must know which means of communication are most used by these potential candidates. In addition to having identified:
- the type of content they are used to consuming;
- the most attractive technologies for these professionals;
- the values and behaviors desired to assume the position;
- the tone of voice of the approach and argumentation so that the ideal profile of a professional can apply for the opportunity;
- the media they browse most online.
Well, let's not make a mistake: today, the digital medium is the main channel used to attract and relate to people. And this is something that digital marketing already does well.
Create engaging blog posts, videos, and infographics in which you present the culture of your company and the value proposition.
Why does your company exist? Why do you do what you do? What footprint does your company want to leave in the world? What is your big vision? These are some of the questions that can be the foundation of your content marketing strategy.. Let people start to imagine themselves working there. .Give people a reason to start dreaming of being part of your team!
With its database of resumes properly updated, email can be the main tool to reach professionals in the market. After all, they are resumes of people who have already aroused the company's interest and even profiles that have shown interest in developing their career there.
With that, just use the information listed above to identify a stimulating tone of voice with a creative approach and the right attractions to encourage an application.
In today's competitive and fragmented market, brands are always looking for the most efficient way to tell their story, reach influencers and expand their segmentation. Brands are becoming creators of innovative and engaging content. And those that don't get on the wave are being left behind.
Institutional video is an excellent opportunity to be creative and show your experience. It is definitely one of the most effective and powerful ways to engage the public, particularly the media.
A well-targeted digital marketing campaign to attract top talent can have multiple benefits:
- talents who arrive ready to take on the job responsibilities;
- market value;
- retains talents for a longer time period, considering that they are already identified professionals
- reduces costs (and time invested) in long and inefficient selection processes.
About the Author: Gabriela Damaceno is a journalist and head of online content for Media Shark, an app Development agency, Gold Coast. She is representing HK Certifiers, a company that offers Construction Certificates services. You can connect with her via LinkedIn.