Rethinking Employee Recruitment
Improving your company’s marketing will improve your recruitment results.
A recession may be looming, but the job market remains strong. While that is great news for employees, employers are feeling the crunch.
How can organizations stay competitive and attract talent? This is a long-term problem that deserves long-term solutions. Traditional marketing and brand awareness campaigns that focus on promoting employee benefits and culture may end up being just as important as those that focus on consumers.
WHAT’S BEING DONE
Organizations everywhere are desperate to hire, so they are posting sponsored jobs or running ads on Zip Recruiter, Indeed and LinkedIn. But the job platforms, not the employers, are the real winners. In the end, this bidding war is increasingly expensive, and it only targets people who are actively looking to make a change. Not a great long-term fix.
Other tactics like job fairs, internships and job training programs show some success on entry-level jobs, but how do we target those highly sought after and experienced employees who can really make an impact? How do we fill the jobs that are being vacated at an alarming rate as baby boomers age out of the work force? Current methods are not going to be enough.
WHAT SHOULD BE DONE
Consider this: Growing brands spend up to 10% of their revenues on marketing to consumers through traditional media (direct mail, radio, TV, outdoor advertising and PR) and digital media (SEO, SEM, display, OTT, pre-roll and social media). But what are they doing for recruiting? Not enough!
To be plain, in order to hire the best and the brightest, a brand needs to be recognized as a leader in its field, as well as find ways to differentiate itself from its competitors when it comes to employment. And that requires marketing to potential employees.
There are several modern technologies available to help with recruiting efforts. They vary in their approaches, but each method begins with identifying home IP and mailing addresses of potential candidates, using demographic profiles to narrow the pool, then delivering brand-building creative and messaging to those candidates through social media, native display, direct mail, OTT and pre-roll advertising.
Geofence Competitors: For this method, companies place a digital “fence” around their competitors’ locations, then capture the device IDs that “work” there. Big data models can then filter by demographics and identify the home IP and mailing addresses for employees, delivering the full spectrum of advertising directly to them.
Website Tracking: Unlike most cookie-based tracking and retargeting, this technology can identify anonymous website visitors back to their home IP and mailing addresses and advertise straight to the target audience.
List Plus Digital: This technology takes a company’s email marketing list, appends demographics to it, and then identifies the home IP and mailing addresses for employees, who then can receive targeted advertising.
Building your employment brand is just as important as building your consumer brand. And that means it’s time to focus some of your recruiting dollars on the longer game. There are modern tools available to help your brand break through the noise and recruit the best employees.
At C-360 and our sister brand, V-360, we have experience using these digital tools for recruitment efforts, and we know they work. New technology can be scary, but to stay ahead of the hiring curve, it may be time to try something different.