Business owners tend to know a good bit about marketing towards consumers— after all, knowing how to effectively market is what creates brand awareness and drives sales. Companies, whether they’re B2B (business to business) or B2C (business to consumer) know that they have to keep up with all of the latest marketing trends, the majority of which are digital marketing strategies (marketing done online).
However, business owners must also realize that they can easily utilize several digital marketing strategies to also recruit employees. This is what is known as recruitment marketing, and it’s a much more successful way of hiring employees than posting on job search websites.
Recruitment marketing specifically markets your business towards job seekers looking for work in a company similar to yours. This includes both your industry and your individual company culture. It can also help you build a talent pipeline, which is a pool of qualified candidates that you can pull from to fill vacancies. Here are three digital marketing strategies that can be applied to recruitment marketing.
Pay Per Click
Pay per click (PPC) brings traffic to your company’s website every time your ad is clicked. The catch is that you do have to pay the publisher every time your ad is clicked.
However, the idea behind PPC is that when your ad is clicked and the visitor is taken to your website, they will make a purchase, schedule an appointment, etc. Common forms of PPC are Google Ads, paid ads on Facebook, and sponsored messages on LinkedIn.
When it comes to recruitment marketing, PPC (also known as programmatic advertising) allows you to buy job ads online. PPC for recruitment marketing can place sponsored ad posts on those larger job search sites to increase your chances of having applicants apply.
Search Engine Optimization
Search engine optimization (SEO) is the process of getting your company’s website to rank higher on search engines. Google, Bing, Yahoo, and YouTube are some of the world’s most used search engines, with Google being the most popular search engine worldwide. SEO researches keywords that searchers use when looking up information on these search engines, and then applies them to your website and blog to get it to come up in the top searches. This is important because the majority of searchers never go beyond the first page of search results— so you want your website to come up in one of the first few slots on the first page.
Although the majority of people take to job search websites when looking for a job. However, this doesn’t mean that job seekers won’t take to Google or another search engine when conducting a job search. For this reason, you should have a career site on your website that lists any available job positions that you may have. An easy-to-navigate and descriptive career site will be successful in attracting candidates for employment.
Social Media
Billions of people use social media every day, with some of the largest platforms being Facebook, Instagram, YouTube, and LinkedIn. Most business owners have mastered the art of social media marketing by creating a sharing meaningful content related to their business. This is why social media marketing is closely tied to content marketing. Examples of content that you can post on social media (depending on the platform) include:
- Blog posts (on sites like Tumblr and WordPress)
- Infographics and other pictures
- Videos
Many job seekers also take to social media when looking for a job. In the same way you’d use paid ads on social media to market towards consumers, you can use paid ads to market towards job seekers. When job seekers click on these ads, they should lead them to your career site on your website so that they can get more details about the job(s) they’re interested in— and also so they can apply for jobs right from your career site.
The same marketing strategies that you already use to attract more customers/clients can be tweaked and utilized to attract more employees for your business. Even if you’re just starting out and don’t plan on hiring any employees anytime soon, it’s still good to familiarize yourself with these recruiting techniques because you’ll want to hire more help as your business grows— or you can hire a recruitment marketing agency when that time comes.
Bottom Line
Marketing is all about making your business stand out from your competitors. It’s useful when selling to consumers, when you’re wanting to work with other businesses, and when you need to hire the best talent.