Why Great Recruitment Content Does Not Win the War for Talent

    

Within just the last two years, the focus of employer branding and recruitment marketing has been primarily on developing great recruitment content to attract and appeal to top talent. And many organizations have set out to develop an authentic employer brand and employee value proposition (EVP) in attempt to differentiate their company from other competitors. In the name of the candidate experience, considerable time and effort has been put into creating compelling recruitment content and messaging through the latest technologies, like social or video, to give a realistic picture of what it’s like to work at the organization. And this content engine has been the primary driver of the candidate experience, constantly highlighting the employer brand. But what is ironic is that the bulk of this content has been all about the employer. Not the candidate. And it is often built in a vacuum, independent from the actual candidate journey.

What Candidates Care About Most

With the emphasis on the employer brand, what has been lost in creating tailored recruitment content is the primary reason candidates come to your career site—to see whether you are offering jobs that are right for them. A recent CareerBuilder study found that 92.5 percent of candidates go directly to a specific job description first, while 7.5 percent of candidates visit your career site home page first and only 1.5 percent watch a corporate video. Yet with considerable investment in building employer brands that feature great supporting recruitment marketing content, companies still find themselves not finding enough talent. A recent Gartner Survey asked senior executives their greatest business risk, and the global talent shortage was the top overall risk identified. 

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Think of it this way. In the B2C world, the first thing consumers want to know is ‘do you have the product I’m looking for right now at a price I’m willing to pay for it?’ They don’t necessarily care about your brand or your corporate mission or values while they search for their specific item. And while brand affinity and loyalty certainly can develop over time, brand preference starts by offering the products consumers are looking for, when and where they want and need them. This parallel is the exact same for candidates. Job seekers begin their search looking for a job that would be a good fit for them. If you, as the employer, happen to have that job available, candidates will then continue in their journey of doing more homework, seeing if their own values align with yours and learning more about you as an organization. But more than 90 percent of the time, it starts with the job.

Delivering the Right Content Across the Talent Journey 

What talent acquisition functions and recruiting organizations are starting to understand is that simply creating strong employer brand content does not separate your company from competitors. Instead it’s about how and when you use targeted recruitment content during the talent journey to attract the right candidates at the right time, and deliver hyper-personalized experiences that support the jobs you are offering.

In fact, one of the primary pain points we heard at a recent EBrand Conference was, ‘Our organization is focusing on developing world-class content to market to our talent, but we don't have the right tools to properly consolidate, measure or scale those efforts.’ If you’re like most organizations, you are lucky if you even have a small team tackling your recruitment marketing optimization. And your ability to scale your recruitment marketing efforts is limited. Your primary focus has been on creating recruitment content that supports your employer brand. But now it’s time to consider how you deliver that content at the right stage of each talent journey.

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If you have worked hard to build your employer brand with a compelling EVP and recruitment messaging, but lack the proper delivery mechanism from your technology, then you should seriously consider how you can prioritize your investment for the future to find the right recruitment marketing platform that supports all your recruitment channels and integrates with your existing systems. To get the most out of what you’ve put in, you need data-driven insight into your full talent acquisition strategy that also helps you scale recruitment marketing in a cost-effective way. That’s where recruitment marketing technology can have an immediate impact on amplifying the power of your employer brand to create lasting ROI.

Defining the Inbound and Direct Candidate Journey

The figure below depicts the Inbound and Direct Candidate Journey. It illustrates the relationship between how candidates find your official job descriptions and the mechanisms or paths they use to find them. Whether they start from an inbound job board channel, like Indeed, or begin looking through organic or direct search that eventually leads them into your career site and to your official job description, there are multiple entry points for candidates to locate the jobs you have available.

Inbound-Direct-Candidate-Journey

What's critical to understand about this model is that it emphasizes the importance of providing an outstanding experience for candidates, especially as they begin looking for open positions during their job search. Rather than just thinking your career site is the only entry point or that your employer branding content is the first recruitment content candidates interact with, you can begin to expand your thinking of the experiences candidates are having as they connect to your job descriptions. And you can start to focus on how to provide a positive experience that values candidates, no matter where and when they start their journey. 

Examining the Candidate Content Journey Among Fortune 500 Companies 

With a majority of enterprise companies still struggling to attract enough high quality talent, Talemetry is conducting its latest research study to evaluate two essential elements in the talent journey related to recruitment content in Fortune 500 organizations. Our research specifically explores the Inbound and Direct Candidate Journey defined above, and at a high level, our two-part report examines:

#1: How do candidates quickly and easily find the right job for them?  This focuses on the effectiveness of inbound traffic to the career site. 

#2: How is recruitment content best leveraged to encourage candidates to take action? This focuses on the performance of the career site once candidates engage on the site.

Evaluating Career Site Inbound Traffic Effectiveness 

Knowing that candidates are most interested in the jobs you have to offer, and that job descriptions make up the bulk of recruitment content available today, the Talemetry Candidate Content Journey Audit Report—released this coming August—first examines the channel points that drive candidates to find jobs from Fortune 500 organizations and their relation to the company’s career site. Our research explores the largest categories of inbound sources and evaluates the effectiveness of the inbound career site experience for candidates among the Fortune 500. This includes the journey candidates take once finding jobs on Google for Jobs, Indeed Organic Search, Indeed Sponsored Jobs, Glassdoor Search, LinkedIn Search and LinkedIn Promoted Jobs.

analyzing-career-site-effectiveness

Analyzing Career Site and Recruitment Content Effectiveness

The second focus for our research evaluates several key elements that create a best-in-class career site. This includes overall career site maturity in relation to career site content and the applicant tracking system, key talent area maturity, or how well Fortune 500 companies identify, prioritize and deliver targeted messages to key audiences, chatbot utilization to interact with candidates in real-time 24/7, and geo maturity, which identifies how well companies are optimizing and delivering recruitment content based on identifiable geographic location. 

Stay Tuned and Identify What’s Next

By looking at recruitment content through the lens of how candidates actually interact with the content during their talent journey, connecting inbound sources of traffic to the right place in your career site, recognizing the candidate experience should be hyper-personalized and not all about the employer, and amplifying recruitment content with the right enterprise recruitment marketing technology, companies can and will truly start to differentiate themselves to those job seekers looking for new opportunities. We encourage you to stay tuned for the release of our upcoming Candidate Content Journey Audit Report later this summer. 

And if you are ready to take the next step to learn how you can gain an immediate, complementary impact from your employer brand, EVP and recruitment content, we would love to show you how the right technology can help you better attract, connect with and engage the right talent at the right time for your organization. Don’t overlook the rapid evolution that is taking place in employer branding and recruitment marketing. Ensure that you are at the forefront of investing in the right areas to impact the employer brand and recruitment content that you’ve worked so hard to build.

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