If you’re like most recruiters or talent acquisition professionals, you constantly face pressure to attract candidates in a crowded market. But what exactly is candidate attraction and what does successful candidate attraction look like? Candidate attraction is ensuring you are employing the right recruitment marketing strategies to encourage candidates to respond to open positions in your company. It means having a candidate attraction plan in place to appeal to and engage candidates throughout the talent lifecycle.
Within the last two decades, recruiting has dramatically transformed from a reactive, disparate set of activities to a proactive function that requires careful planning and emphasis on audience prioritization. Gone are the days of post and pray or reliance on job boards to translate into a large slate of candidates. Instead, you have to leverage the right recruitment marketing strategies and the best recruitment CRM to compete in today’s dynamic recruitment landscape. So where do you start? We’ve compiled four top strategies to attract candidates today that will make a big difference to your recruiting success:
#1: Prioritize Your Audiences and Create Candidate Personas
With limited time and resources, it’s easy to overlook the importance of prioritizing key audiences in your organization. But if you want to improve your ability to attract candidates, then you need to first understand where your organization is most in need of qualified applicants to drive your business results. Start by identifying and prioritizing candidates by audience—whether key talent audiences, strategic audiences or relationship audiences. Audience prioritization should drive everything you do in recruitment marketing.
Taking it a step further, develop candidate personas that represent each audience so you can better nurture, communicate with and engage prioritized target audiences. Defining personas for each audience segment will help you put a face and name to the type of candidates you are most focused on. Don’t limit persona characteristics to knowledge, skills or abilities. Make sure you dig deep to define the psychographics and behavioral characteristics that define each persona. For example, look into personality types, hobbies and interests, and identify where these specific candidates spend their time. Talk to top performers in related positions so you can really get to know the type of candidate you are looking for.
#2: Identify Your Most Effective Recruiting Channels
You’ve heard the old adage: Marketers don’t get things wrong, they are just constantly testing outcomes. The same thing should apply to talent acquisition and recruiting professionals. Your value in recruitment marketing is knowing how to test recruiting performance and refine channels for candidate attraction. You should be able to determine which channels provide you more of the right candidates, which channels do little to attract top talent and which messages resonate best with the right talent.
While sourcing talent from sites like CareerBuilder or Monster will still be part of your candidate attraction strategy, you must continue to stay current in how you attract candidates and get your jobs in front of talent. Newer channels to distribute jobs, like social, digital and display advertising, pay per click advertising or campus and event recruiting, provide diverse channels for attracting candidates. And don’t overlook the importance of reaching candidates where they are most―on their mobile phones. SMS/text recruiting, like Talemetry Talent TXT, and mobile optimized career sites are critically important to attracting candidates to open positions in your company. Remember, continually refining your inbound marketing strategy will help you attract candidates you do not know or have information on to reach, and reveal the most effective sources of talent for your organization.
#3: Centrally Manage and Automate Job Distribution
Organizations that are more mature in their recruitment marketing function and candidate attraction strategy recognize the importance of centrally managing job distribution across their recruitment channels. Centralizing job distribution enables your company to better target jobs to your most effective channels and continually gather intelligence around candidate conversion. This means segmenting job types and developing business rules to govern the types of jobs that go to specific channels to take the burden off individual recruiters. Centralizing knowledge about results and leveraging it across the organization to optimize budget saves both time and money, and results in more candidates for your organization.
#4: Measure, Improve, Repeat
Creating an effective candidate attraction strategy is not a one-and-done event. You must continuously measure results of what is working and what’s not. Then, based on those results, learn what changes you need to make to improve how you attract candidates and the channels you use to do so. Maximizing your spend, your time and your effort requires that you constantly learn and refine your activities so you can get more of the right candidates at the right time. The only constant in recruiting is change, so make sure your recruiting organization is nimble enough to target prioritized candidate audiences and adapt to their changing behaviors.
The Power of the Right Strategy and Technology Combined
Finding and attracting candidates more effectively isn’t just a list of activities to complete for your talent acquisition function. It should be a strategic initiative that is continually measured and improved to nurture and engage the right talent at the right time for your company. Leveraging each of these four strategies enables your organization to more effectively get your positions in front of candidates and to encourage candidate conversion along each step of the candidate journey. And, it hopefully leads them to the ultimate conversion point of job application.
But remember, effective candidate attraction also requires the right recruitment marketing platform to build stronger relationships with deeper levels of personalization so you can continue to attract the best fit candidates for your company—both now and in the future. If you’d like to learn more about developing and enhancing candidate attraction in your company, let us know. We can help you advance and improve your strategies with a risk-free consultation.