Talent acquisition is becoming more strategic, adding new responsibilities and investing in new technologies. It’s not just about the job, it’s about the brand. It’s not just about applicants, it’s about finding and engaging leads. And it’s not just about today’s reqs, it’s about building pipelines for the future.
We really are transforming the way we find and attract talent, inspired by core marketing best practices. To stay ahead of this wave of innovation, take a closer look at how you can understand and address five major trends in recruitment marketing.
1. EVP is King
The Employee Value Proposition is not new, but it’s never been more important. As people are becoming savvier job seekers, standing out as a great company to work for is the key differentiator.
When you invest in your EVP, your employees inherently believe you’re a great company to work for, which means they will be more engaged. Your great, engaged employees know other great people, and when they believe in your EVP, they are more likely to amplify your message and refer other great talent.
A strong EVP attracts talent to your company, not your jobs. The future of recruitment marketing is about attracting the right talent to your company first and then matching them to a position. You have to think brand first and always answer, “Why is it great to work for this company, and why do other amazing people work here?”
2. Lead Generation
Just like marketers, talent acquisition has started looking at the buyer’s (or candidate’s) journey and the marketing (or talent acquisition) funnel.
For most companies, apply is the only call-to-action they offer a candidate―but 74 percent of candidates who start the application process drop off before they complete it (SmashFly data, 2015). This means there needs to be another way interested candidates can opt in to learn more without applying: a talent network.
Both Gartner and Forrester say that 80 percent of the “buying process” happens without any human contact. Candidates’ assessment about your company and your employer brand is made in the top half of the funnel, in every touchpoint pre-apply: social media, career site, Glassdoor, job boards, events, a mobile experience, a referral. Using a talent network can capture these leads and enable you to nurture them with the right content so they can learn more about you.
3. It’s a Journey
The candidate experience is no longer linear. Today, there are so many influences on a candidate’s decision to even apply, let alone accept a job offer.
A report from Google and Inmar revealed that it takes consumers 12 touchpoints before they make a purchase decision. We can expect a similar path for candidates today. Different candidates move through touchpoints in different ways at different times. These sources of influence drive relationships and a better candidate experience and are just as important as source of hire.
All your recruitment marketing channels ─ mobile, social media, events, Glassdoor, career site, job boards ─ are opportunities to create a relationship. If you miss one, it could cost you a candidate. With the right technology, automation can allow for high-tech and high-touch, helping recruiters be more efficient, taking over simple actions that can help create a more seamless candidate experience. More touchpoints don’t have to mean more work!
4. Dual Goals
Filling open positions will always be a priority, but there needs to be a shift in thinking from reactionary to strategic. Talent acquisition teams need to also focus on building pipelines of talent for the future.
Why focus on only one of these goals when you can focus on both? The recruitment marketing channels you’re using to fill immediate open reqs will also help you generate pipelines for future roles. Filling positions is a lot easier when you can source from a strong pipeline of talent who you’ve already paid to attract.
Two goals sound like more work, but it doesn’t have to be. Using technology like a Recruitment Marketing Platform to help you build talent networks, automate processes and track all of your efforts will help you see huge returns on the growth of your own database, which means less reliance on third parties liked LinkedIn.
5. Shifting Metrics
We need to measure quality! Companies who are spending more money on talent acquisition retain hires longer, which means they likely become stronger brand advocates and refer more often.
We can’t just act like marketers―we must measure like them too. We’ll see a shift in metrics that prove ROI of your entire recruitment marketing strategy, like time to find, source of influence, cost per quality lead, the size and health of the talent pipeline, source of quality and conversion rates by tactic.
Technology needs to be holistic and accurate. Compiling data from multiple sources and comparing apples to oranges will not give you the insight into how your tactics are performing side-by-side. We’ll see a shift away from point solutions and instead to a holistic, one-platform software like a Recruitment Marketing Platform that can be an agnostic source of truth for all of your data in and out.
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