Recruit Like A Marketing Genius

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Having worked early on in my career in various Human Resources positions, I have to say that one of the most challenging parts of the job is finding good candidates suitable for hiring. Successful recruitment and selection campaigns can be really difficult to design and execute. And now in my Communications,  Graphic Design and Web Design roles, that training and experience has come in very handy. In addition to handling new employee recruitment for a number of our clients, we are also involved in the development of a number of large-scale corporate recruitment initiatives.

So, what are some of the challenges? I will be the first to say that good employees are extremely hard to find. And I’m not even referring to well-educated or well trained individuals – I’m referring to finding candidates with a strong work ethic that are willing to make long-term commitments to an organization.

So, while good employees are hard to find, secure jobs with good pay and advancement opportunities are hard to find too. But they are out there – and the key is for these companies to have a strong recruitment strategy in place that really showcases what they have to offer to ensure they are attracting the best candidates. Here are some tips to help HR Professionals with their next recruitment campaign.

All recruitment websites are not created equal.

Depending on the level of education and experience required, sites like Workpopolis, Craigslist or Kijiji may work for entry-level or summer internship positions, but for management or highly skilled positions, these sites are not a good fit. Postings on these sites generally result in an avalanche of under-qualified individuals applying for positions beyond their capabilities. This results in more work for the recruitment team as they sift through the candidates.

Treat your search for finding the best employees as you would to find the best customers! Target your ideal candidates by launching a recruitment campaign from your own corporate website. This tactic can be highly effective as you have much more flexibility to create customized ads with supporting information about your company and its culture.

When designing a campaign on your own site, the sky’s the limit. You are not contained by a standard form or template.

  • Consider including FAQs to help applicants learn more about the position. Compile the most frequently asked questions about your company and share them. Your recruits will thank you!
  • A downloadable brochure is a great way to summarize your company and a quick reference for them. Include all of the pertinent information about your company.
  • Allow them to “meet the recruiter” before showing up for the interview. ATB Financial displays photos of the recruitment team along with their favourite interview questions and tips. What a fun way to put candidates at ease.

As you search out your ideal candidate, think like they would think. Appeal to their needs and desires. Provide them with the details they need in a way they would find most interesting and useful. Just as you have a sales value proposition, consider the employee value proposition.

Be sure to keep the following things in mind and ensure they are properly communicated in your career page/posting/advertising.

  • Compensation can include salary, raises and promotions, and an evaluation system.
  • Benefits can mean a variety of perks but usually includes time off, holidays, health insurance, retirement plan, education contributions and flexibility.
  • Career looks different to everyone but possibly include the ability to progress and develop, stability, internal and external training or education programs, evaluation and feedback.
  • Work Environment can vary greatly within companies. Be sure to share your philosophy on recognition, autonomy, achievements and work/life balance.
  • Culture in workplaces has changed so much in the past few years. It’s a good idea to convey your culture to job seekers so they can determine if it’s a good fit for them.

You may even consider creating a quiz that can help candidates decide if they’d be a good fit. This Edward Jones career page uses 8 questions packaged as a Career Fit Tool, which will help candidates discover what role is right for them.

Similar to the quiz, you can create a decision tree that guides the prospect through different career paths and roles within your company to see what best suits their abilities and interests. Here’s a great example of a decision tree from Saskatchewan Crop Insurance Corporation.

Using recruitment software that can integrate smoothly with your system will streamline the process for both candidates and your recruitment team. Your HR Manager can quickly answer questions from possible contenders when using a chat system or career page. Companies like ZipRecruiter or Prevue HR Systems can narrow your target and assist the HR team with eliminating unqualified candidates, launching an assessment and even providing interview questions based on the position.

Social media and search engine marketing can tie into your site’s corporate recruitment campaign and reap big rewards. Marketing and high-tech positions, in particular, do well because potential candidates are generally very connected and web savvy. Creating a Social Media Recruitment Strategy is well worth your time.

Social media opens up a lot of possibilities when it comes to recruiting strategies:

  • Consider a video “tour” of your office to highlight your team and give a true sense of the environment
  • A visually attractive, interactive Slideshare is very shareable
  • A “day in the life” video will effectively communicate the role and the atmosphere
  • Create a fun infographic that clearly communicates the role, the expectations, the compensation, the benefits, etc.

When members of your amazing team share this content on social channels, the reach rises exponentially. You will also be reaching people that are most likely within your target demographic.

Be Authentic. People want to know what you’re really all about. They want to see real people with real stories. You may consider ditching the stock photos and opt for actual photos of your team and office. Record a quick audio or video clip with your President or HR Team that explains what you’re looking for. It’s an effective way to communicate lots of information without wading through paragraphs of text. And, in the process, you come across as very approachable and authentic.

Job fairs are great – especially if your company is the only one there!  Having to compete with numerous other companies for the best candidates is not ideal; so consider holding your own job fair. You can meet and greet potential employees up close and personal.

You may also consider setting up a booth at trade shows for your industry. This is a great way to hold informal interviews and get the word out that your company is hiring.

And finally, when it comes to recruitment ads and literature, be creative. Things like humour and clever eye-catching graphics can go a long way to communicate who you are and what your corporate culture is all about.

Don’t be afraid to hold the bar high with your expectations for new hires. As long as you can back it up with a great work environment, competitive remuneration packages and employee perks, why not put a call out for only the best applicants? What’s the worst that could happen? You might only get only 15 applicants from the cream of the crop instead of 150 mediocre resumes. I, for one, as a former HR Professional, had better things to do with my time than root through a mountain of poorly written resumes from under qualified respondents. But that’s just me. For now, back to the cage.

About ZOO Media Group

London-based ZOO Media Group has extensive experience working with Human Resources departments on projects ranging from employee benefits program packages, virtual job fair sites, employee handbooks, and communications for new-hire orientation programs. We help HR departments develop impactful and engaging materials that both attract new hires and connect with current employees. We also provide custom website and intranet website development, search engine optimization and search engine marketing services.  Contact us today to learn more.