Use these four strategies to find, attract, and engage with the right candidates for your organization.
If you’re like most recruiters and talent acquisition professionals, you constantly face pressure to attract top candidates in a crowded market. But what drives candidate attraction and what does successful candidate engagement look like?
Candidate attraction happens when you employ the right recruitment marketing strategies to encourage candidates to respond to open positions within your company. It requires having a candidate attraction plan in place to appeal to and engage candidates throughout the talent lifecycle.
Over the past two decades, recruiting has evolved from a reactive, disparate set of activities to a proactive function that requires careful planning and an emphasis on the audience. Gone are the days of “post and pray” or reliance on job boards to compile a slate of candidates. Instead, modern recruiters 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 and engage today’s candidates and take your recruiting to the next level.
#1: Prioritize Your Audiences and Create Candidate Personas
With limited time and resources, it’s easy to overlook the importance of prioritizing key audiences within your organization. But if you want to improve your ability to attract candidates, you need to first understand which parts of your organization are most critical to business outcomes and what types of candidates will help to drive those 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.
To go a step further, develop candidate personas that represent each audience so you can better nurture, communicate with, and engage high-priority 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. Dig deep to define the behavioral characteristics that define each persona. For example, look into personality types, hobbies, and interests, then 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 make mistakes, they just constantly test their outcomes. The same thing should apply to talent acquisition and recruiting professionals. Effective recruitment marketing requires knowing how to test recruiting performance and refine channels for candidate attraction. You should be able to determine which channels provide more of the right candidates, which channels do little to attract top talent, and which messages resonate best with the high-priority talent.
While sourcing talent from sites like Indeed is valuable for candidate attraction, you must evolve your candidate attraction strategy to ensure your jobs are seen by top talent. Newer distribution channels like social, digital and display advertising, pay-per-click advertising, and campus or event recruiting (even if the virtual kind) are critical for attracting and engaging today’s candidates.
And don’t overlook the importance of reaching candidates where they are most likely to be―on their mobile phones. Text recruiting (like Talemetry Intelligent Messaging) 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 don’t already know or have information 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 and candidate engagement strategy recognize the importance of centrally managing job distribution across their recruitment channels. Centralizing job distribution enables you 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—thus taking the burden off of individual recruiters. Centralizing knowledge about results and leveraging it across the organization saves both time and money, and results in better candidates for your organization.
There are many ways to implement a centralized job distribution process. Some companies simply add features to their existing ATS, while others choose an end-to-end talent acquisition suite that provides numerous options for automation and centralization.
#4: Measure, Improve, Repeat
An effective candidate engagement strategy is not a set-it-and-forget-it exercise. You must continually measure your results to determine what’s working and what’s not. Based on your findings, you can make changes to improve your process for attracting candidates and identify the most effective channels for doing so.
And Talemetry by Jobvite is excited to offer customers new capabilities to measure candidate engagement that will not only make recruiting teams more effective at prioritizing and messaging to candidates, but will reveal which candidates are the most engaged and more likely to complete the recruiting process and become loyal employees.
This Candidate Engagement Scoring feature optimizes recruiting teams' speed and time while also measuring to determine if a candidate’s interactions with a recruiter are positive, negative, or neutral, so talent teams are equipped to have the right conversations with the right candidates at the right time.
The Power of the Right Strategy and Technology Combined
Finding and engaging candidates more effectively isn’t just a checklist to be completed. It should be a strategic initiative that is continually measured and improved and refined, allowing you to nurture and engage the best talent for your company.
Leveraging each of these four strategies will enable your organization to more effectively get your positions in front of candidates and to encourage conversion at each step of the candidate journey—and, hopefully, lead them to accepting a role at your company.
But remember, effective candidate engagement also requires the right recruitment marketing platform. Talemetry by Jobvite is excited to share more information our new Candidate Engagement Scoring feature. Download our Candidate Engagement Scoring e-Book to learn more about what Candidate Engagement Scoring is and if it is right for your company.