David Thacker
Leveraging organic and paid to advertise
Social media has become an important part of branding strategy for most organizations, but it is a challenge to use it to market company culture and roles.
While it is possible to organically use social media to do this, remember that not all platforms are good for recruitment marketing. It is important to know where the target candidates are spending time online. LinkedIn can be a good option when you want to post open roles organically. Instagram Stories will make it easier to reach Gen Z and millennial candidates. This is the same for the recruitment content you are sharing.
Whatever goals you have set, you can tie both paid and organic advertising into the marketing of roles and recruitment content so that the organization ends up in front of the candidates you are targeting.
Taking advantage of owned channels
The biggest asset for recruiting marketing is your blog and your website. They are great options to use when promoting your marketing-based content and employer branding. This is going to generate interest and awareness for candidates.
It is essential to have a Careers page on your website and make sure you add content to it because some candidates are going to visit as your recruiters are working on a well-rounded image of the company culture.
You can ask the marketing team to help you create web pages or a dedicated section on the site so it can be used in promoting content and employee branding and other content that helps in attracting candidates.
Developing internal subject-matter experts
Another important thing you need to look at is the company’s social accounts and profiles. Audiences today follow people and not just companies. This is important when it comes to recruitment marketing because your focus is attracting target candidates to your company.
It is crucial for the company to have an updated and active online profile. Still, it is important to leverage internal subject-matter experts as you improve the company’s reputation by sharing valuable recruitment content with the goal of attracting, engaging, and nurturing top talent.
The Stopgap recruitment agency can develop experts by supporting employees in creating thought leadership content and also positioning them as experts in their fields and roles. Their experience will then be used on the company’s social channels and websites.
Using newsletters to engage candidates
There are those who think email is dead, but this is not the case. Email isn’t only used for marketing; you can use it to engage and nurture candidates. Newsletter marketing provides you with a good way of doing this.
After building relationships with the candidates, it is important to stay in touch with them so you can keep a talent pool that you might need in future recruitment. Newsletters are going to let you do this using personalization and engagement. It can be used in communicating new roles, business updates, company culture news, and other information candidates can deem relevant.
This provides a chance for one-to-one conversations with the ones that engage with the newsletters.
Repurposing your recruitment content
One thing that content marketers usually do is repurpose valuable content – this ensures you don’t use a lot of effort on creating new content from scratch. It is easy to leverage your existing content. This means you are going to get the most out of your content without having to spend more time and effort on it. This is going to help you a lot if you are short on budget and resources.
Let us say you have hosted a webinar and you need to create content. You can repurpose the webinar into short clips for your blog content, LinkedIn, or content for your Careers page. This is going to ensure every content you have goes much further without spending more resources on it.
