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Recruitment Marketing Strategies: Using Video Job Postings to Dramatically Increase Your Ad’s Visibility

Most recruiters are well aware that posting job listings on social media is necessary to attract candidates in today’s acquisition environment.

Since you likely accessed this blog through a post on our LinkedIn or Facebook page, you too know how invaluable social media’s reach and ability to connect people really is.

As you can tell by the chart to the left, the use of social media for recruiting purposes is a relatively new yet significant development in the field.

Less than 10 years ago, a little over half of the companies polled reported using the communication medium for acquisition purposes. Though the data shows that 84% of companies used social media for recruitment in 2015, it’s safe to assume that number has increased significantly over the last few years. (source)

There are more than a few factors at play, but this shift is in large part due to the growing population of millennials entering the workforce and their tendency to use social media frequently. According to a study by the Aberdeen Group, a significant 73% of people ages of 18 – 34 found their last position through a social media platform.

The shift also isn’t surprising when you consider how effectively social media can be used to fill open positions – a formal report by iCIMS stated that putting a job position on social could boost candidate applications by 30 to 50%.

As comfortable as recruiters have grown using social media to attract, contact, and build relationships with talent, it’s constantly-changing nature requires that acquisition specialists evolve their recruitment marketing strategies in order to remain effective.

So what’s up next? It turns out that video is no longer content having only killed the radio star; it’s now set its sights on text-based job ads and descriptions.

What are Video Job Postings?

Video job postings are essentially exactly what they sound like – the hiring manager and coworkers a potential candidate would work alongside record themselves explaining the job description, requirements, and what skills it’ll take to succeed in the position.

Is producing a video job posting really worth the trouble of writing a script, recording, and editing some footage?

In short, yes – but I’ll let the statistics speak for themselves. 

Incorporating Video Job Postings Into Your Recruiting Strategy

Now that you know how effective video job advertisements can be, it’s time to consider what you should include in yours. You should begin by explaining the requirements and qualifications necessary for the position, but video job advertisements also allow you the ability to include more personal information about the position, including the following:

  • Why a potential candidate should want to work for your company
  • What professional and personal qualities make for a successful employee in the organization
  • A look a the culture of your organization, any unique benefits offered
  • Interviews with current employees working the same role the candidate is applying for
  • An interview with the manager the candidate would report to and their expectations

Despite the extra effort that may go into producing one of these advertisements, the return on investment is immense. You’ll see a marked increase in qualified applicants because you’ve given them that extra information, and at the same time you’ll be strengthening your employment brand by producing informative content for potential candidates.

Video job advertisements are still relatively rare to come across, especially for smaller organizations. Strike while the iron is hot and begin making your own today – it might just give you that edge you need in the increasingly-competitive war for talent.

 

Have you made or would you consider making a video job advertisement? Do you foresee video job postings completely eliminating text-based job ads in the future? Leave a comment on our LinkedIn or Facebook pages and let us know what you think! 

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If you’re in search of talent consulting or recruiting services and could use help determining your business needs, contact our team of experienced talent acquisition consultants now. 

Two for the Price of One: Are Buddy Hiring Programs Actually Effective?

Consider this scenario – you’re interviewing for a new job, and halfway through you begin to think that you might be better off sticking with your current employer. You’ve negotiated salary, benefits, vacation days… if only there was something else they could throw in to sweeten the deal.

So they add another incentive. If you take the job, one of your talented friends can also join their team and work alongside you. Would you reconsider their offer?

Buddy Hiring Programs

A buddy hiring program is precisely what it sounds like – you apply to a job along with one of your friends, and if you’re both good fits for the positions available, you could end up working together on your first day.

To many, it sounds too outrageous to be considered a worthwhile idea – a program like this could end up slashing productivity significantly. Though anyone can imagine the number of potential cons in this situation, that hasn’t stopped companies from using the unique hiring option to attract candidates.

Canadian McDonalds and the U.S. Army are two entities that have recently implemented buddy hiring programs, resulting in positive public attention and an increased number of applicants that may not have been interested otherwise. While the culture and structure of the prior examples are far different than a typical B2B or B2C organization, could a buddy hiring program actually have a net positive effect in your workplace?

Dr. John Sullivan, an experienced talent manager and HR thought-leader from Silicon Valley, proposes a few benefits of buddy hiring programs that could save your organization remarkable amounts of money. 

Buddy Hiring Benefits

Half your recruiting costs, double your hiring volume – for every candidate you interview, there’s another in the pipeline. Not only will the primary candidate save you time and resources by selling your company to their colleague, if they’re talented and hardworking it’s likely that the friend they’re bringing along is too.

Free marketing – as is the case with anything controversial, people can’t help but be intrigued by the rare incentive. Offering a buddy hiring option is bound to turn some heads, and they’ll all be looking in your direction.

Higher offer acceptance – talented passive candidates are comfortable remaining where they’re at. Switching jobs is a process, especially if your professional reputation and relationships at your current job are well-established.

Passive candidates may not be up to the challenge of finding their place in a new hierarchy and organizational structure, but giving them the option to bring a colleague along may be the incentive they need to consider joining your company.

Addressing Understandable Concerns

Of course, buddy hiring is not the perfect solution to increasing acquisition or the number of offers candidates accept. However, the distinctive hiring program can be altered to best suit your organization’s needs. To spell out a few suggestions:

You don’t have to lower your hiring standards – if the primary hire is exceptional in his work and his colleague is merely average, there’s no requirement stating you have to make both hires. The beauty of this hiring option is because it’s exactly that – an option.

Limit the timeframe of the work assignment – the talented candidates you’re bringing on board shouldn’t expect to work on the same projects together forever. Set a timeframe of 3 or 6 months before sending them to work on different assignments – by this point they’ll be more comfortable in the new work environment.

Use metrics to determine effectiveness – as always, it’s critical that you use metrics to measure whether the option significantly improves the effectiveness and efficiency of your workplace. Example KPIs you could monitor include quality of hire, speed of hire, retention rates, and overall productivity.

Conclusion

Rather than buddy hiring being an option you openly advertise, it could be more effectively used as an ace up your sleeve – an approach you use only when or if a hiring situation calls for it. Consider reserving the option for highly-talented candidates who aren’t sure if they’re ready to leave their current job and colleagues yet, and you might see a marked increase in the amount of passive candidates interested in joining your team. 

 

Do you think a buddy hiring program could be successfully implemented in your workplace, or would it end up being mostly ineffective? Leave a comment on our LinkedIn or Facebook pages and let us know what you think! 

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If you’re in search of talent consulting or recruiting services and could use help determining your business needs, contact our team of experienced talent acquisition consultants now. 

 

Strategy

6 Simple Recruitment Marketing Tips & Trends: Email and SMS

Recruiting, while simple in theory, can be a difficult process in practice. One of the main challenges recruiters face when contacting candidates is getting their messages noticed, opened, and replied to in a world where nearly everyone’s attention is constantly divided.

Whether you’re posting job listings, sending email campaigns, or relying on SMS messages to engage candidates, you’re hoping that your message stands out. Instead of firing blindly, here are a few recruitment marketing tips and trends you should keep in mind – they might just increase your response rates.  

Email Recruitment Marketing

Email is still the number one channel recruiters and acquisition specialists use to contact talent. Despite the fact that most people now prefer rapid, instantaneous communication, email has solidified its position as a tried and true communication medium.

Things to keep in mind when crafting emails geared towards candidates:

66% of all emails are opened on mobile.

Just because email hasn’t changed much doesn’t mean the way we view it hasn’t.

If you’re not formatting your messages so they look cohesive on mobile devices, you could be turning prospects away due to readability or design issues. Optimizing your email for mobile display could significantly increase your response rates, and at the very least, it displays to candidates your professionalism and attention to detail. 

40.5% of iPhone users spend about 0-3 seconds per email, while Android users on average spend a generous 15+ seconds per email.

Regardless of the significant gap between device owners, the point stands – your lengthy emails are frequently glossed over, so keep the messages short and sweet. Include only relevant information and clearly detail the action you’d like candidates to take, whether that’s reaching out to a hiring manager or scheduling an interview. The clearer the call-to-action is, the more likely your recipient will follow through. 

Emails sent on Saturdays and Sundays have the highest open and reply rates. 

Data has shown that emails sent over the weekend have the highest open and reply rates, often because people receive less mail overall on these days. Sunday evenings specifically can be a great time to send emails, as many people are getting ready for the week ahead.

Your goal should be to contact candidates when there’s less competition for their attention. Data suggests that 8 – 12AM on weekdays is another time that people are highly active on email, but the best time ultimately comes down to your audience. Check out CoSchedule’s article “What 14 Studies Say About The Best Time To Send Email” if you’re interested in learning more about tactical approaches to get your emails noticed over the competition.

Text/SMS Messaging

Your inclination may be to avoid acquiring talent using SMS messages out of respect for people’s privacy, however communicating with candidates through text has been shown to be an effective recruiting method. Of course, you need to ask the candidate’s permission first – it’s still primarily a channel reserved for personal conversations, so use it with care unless the candidate has expressed a preference.

A few reasons you might consider adding SMS to your recruiting toolbox:

It’s simple, cost-effective, and allows for rapid communication.

The majority of the workforce is more than comfortable communicating with employers over text, and data shows that 90% of text messages sent are read within 3 seconds. If you’re looking to get in touch with candidates quickly, there’s no better channel than SMS messaging.

Text messages have a 98% open rate; emails hover around 20 – 30%. 

Messages sent through text aren’t only seen faster, they’re opened far more often. Even more surprisingly, these messages are met with a significant level of engagement. Mobile messaging supplier Dynmark revealed that 29% of marketing SMS recipients click on links they receive through text, while Smart Insights shared that 31% of SMS-based survey recipients began interacting with the message within 5 minutes.

It can be used to support other recruitment marketing channels. 

Smart Insights conducted an experiment in which they sent a short follow-up text asking recipients, “Have you read our email?”. This brief text message resulted in a 20 – 30% increase in email open rates for this particular campaign. Even if you decide against using SMS messaging for acquiring talent, it’s utility in engaging candidates throughout the recruiting process can’t be understated.

Additional Info:

90% of candidates drop off before completing application.

Most people agree that there are few things less entertaining than filling out job applications, which is why 9 out of 10 people who begin filling them out drop off before they’re done.

Offering the opportunity for interested candidates to join your talent network will allow them to get connected with your company and receive updates even if they don’t send in a resume – all it takes is an email address. This allows candidates to form a relationship with your business even if they’re not ready to apply, and in the meantime, you’ve got them on your radar.

The ORS talent network is a great example of how simple it should be to begin a relationship with an employer; all you have to do is sign up to receive updates on new jobs and opportunities.

When contacting candidates, a blend of personal and professional information is most effective. 

Personalizing the messages you send to candidates is critical, however copying their first and last name into an email isn’t cutting it anymore. A study conducted by the Temple University Fox School of Business actually found that 95% of customers respond negatively when receiving messages that greeted them by their names.

Of course you still have to address your candidates by name, but don’t let the personalization stop there – coaching consulting company Talking Talent recommends including questions about the candidate’s interests, what school they went to, and even reasons why you think your company could be a good fit for them to increase the likelihood of an engaged response.

I know what you’re thinking, you don’t have time to personally research every candidate you’re contacting. Consider working with a template and customizing it – Mike Chuidian, a senior sourcer at Sears has enjoyed a 97% response rate for some of his emails by writing extremely personalized messages to his intended recipients while basing the structure off of a template.

 

As a recruiter, what channel (social, email, SMS, phone) do you tend to have the most success contacting candidates with? What are your thoughts on using SMS messaging to contact and engage talent? Leave a comment on our LinkedIn or Facebook pages letting us know what you think! 

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If you’re in search of recruiting services or could use help determining your business needs, contact our team of experienced talent acquisition consultants now. 

 

 

Has Talent Acquisition Outgrown its Relationship with HR?

The war for talent rages on, and you’re on the losing side if you’re not aggressively recruiting candidates. 

In today’s market, businesses that want to remain competitive are finding that they need to ramp up their recruiting processes to source and employ the best candidates. Some talent acquisition specialists cite a skills gap or a shortage of available talent for this shift in the acquisition environment, but others recommend that recruiting teams look internally for the source of their difficulties – specifically at the relationship between their acquisition function and human resources department.

Though recruiting has been a fundamental aspect of HR for decades, an increasing number of acquisition specialists believe that talent acquisition deserves its own seat at the table. 

Professional Takes – Recruiting as an Independent Business Function

Online, you’ll find no shortage of people in talent acquisition requesting that the recruiting function becomes independent from HR. Dr. John Sullivan, a professor and HR-thought leader in Silicon Valley, analyzes the differences between the functions before sharing his vision of what recruiting could be if it was an independent business function rather than one of human resources.

“Recruiting will transition from an overhead role into a business function with more direct accountability. And, with its higher strategic mission, its primary goal will move beyond simply filling positions. Instead, it will serve a business purpose by hiring exceptional performers who will immediately boost the business results of the teams that they join. Its independence will enhance its chances of success because it will be able to build a strong culture with a singular focus and no HR distractions.”

Risk: Innovation is necessary to stay competitive in the world of recruiting, and innovation comes with varying degrees of risk. It’s HR’s job to minimize risk and protect the company and its employees at all costs.

Treatment: HR is required to treat all candidates and employees equally, and that’s clearly beneficial for the proper functioning of an organization. However, there’s a big difference between hiring a CFO or AI specialist and hiring a salesperson – recruiting would be more effective if treatment could be prioritized for game-changing hires.

Focus: Recruiters and talent acquisition specialists are constantly looking externally, whether it’s at their competitors, the market, for candidates, or for new technologies. HR’s main responsibility as a department lies in making sure that everything is running smoothly under the hood – their job is to monitor the internal work environment and culture, confirming that employees are able to work together productively and cooperatively.

Decision-making: Problems between employees are rarely simple cut-and-dry matters, and an intuitive decision-making approach is useful in this type of HR situation. On the other hand, the world of recruiting is increasingly digital and data-focused, and intuitive decision-making will no longer get you the best candidates. Recruiting is now scientific in nature, and as a result decision-making regarding the function should be driven by data.

A Strategic Opportunity

It’s not difficult to see that talent acquisition and recruiting are worlds apart from human resources, and that the functions are dissimilar enough that they shouldn’t be lumped together. Streamlining recruiting and turning it into a standalone function is a strategic opportunity that organizations are missing out on for the sake of ease and tradition.

It should be noted that limiting your recruiting team’s abilities can spell serious consequence for your profit margins – recent data published by the Boston Consulting Group disclosed that recruiting has the highest revenue and profit impacts of all HR functions, and that isn’t likely to change anytime soon.

None of this is to say that HR doesn’t serve a vital purpose in organizations, merely that recruiting and HR functions have grown less compatible in today’s talent acquisition market and the relationship is no longer serving the purpose it once did. The goals, strategies, and focuses of each function are just too far removed from each other for the association to be of extensive benefit.

Professional Takes – HR-A and HR-LO

Ram Charan, long-time Harvard Business Review writer and adviser to the CEO’s of some of the world’s largest organizations, shares his critiques on the structure of HR in the modern workplace. With his “bare outline”, Charan proposes that the title of Chief Human Resource Officer (CHRO) is eliminated and that HR is split into two strands: HR-A (administration) and HR-LO (leadership and organization).

HR-A employees will report to the CFO, their primary responsibilities being managing benefits and compensation.

HR-LO employees will improve the people capabilities of their respective businesses and report to the CEO. Charan foresees this function being run by high-potential workers with experience in operations and finance, as their history working in these disciplines would aid them in linking the company’s social system and culture to it’s financial performance. HR-LO leaders would also be responsible for developing and assessing their staff to ensure that high potentials are continuously employed.

Charan ultimately believes that HR would be more effective if a segment of the department was operated by employees with finance and operations backgrounds; working in HR would give them the opportunity to strengthen their people skills, while their work experience could reveal trends that aren’t noticeable to those without a business education.

Change doesn’t happen overnight, and Charan knows this well. “I expect to see plenty of opposition to it. But the problem with HR is real. One way or another, it will have to gain the business acumen needed to help organizations perform at their best.”

 

Do you agree with Sullivan or Charan’s approaches to evolve and adjust HR? Do you believe that the relationship between HR and recruiting is still beneficial for both functions? Leave a comment on our LinkedIn or Facebook letting us know what you think!

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If you’re in search of recruiting services or could use help determining your business needs, contact our team of experienced talent acquisition consultants now. 

On Startups: Recruiting, the Forgotten Function

During the initial stages of creating a startup, common sense might lend that establishing or outsourcing a recruiting function early on isn’t a priority.

You’ve got to obtain business loans, meet with investors, build a website, market to your customer base… the list goes on. Until the money starts flowing in, hiring recruiters that’ll search for additional staff is probably the last thing on your mind.

Here’s why it shouldn’t be. 

To quote seasoned entrepreneur Michael Skok, “The best people are almost never on the market, and you are going to have to develop recruiting processes to find and sell passive candidates… closing them takes greater selling efforts than in the past due to the intense competition over the good candidates.”

Your business venture’s growth potential will be severely limited without an effective recruiting process in place, but not only because of the reasons you might think.  

They build your brand.

Attracting choice candidates to work for your startup is no simple feat – your brand is not yet recognized in the marketplace, and the top players in your industry are far more likely to attract the talent you’re pining for. By introducing a recruiting function early on, you’ll have a team of employees dedicated to strengthening your brand’s perception in your industry from the very beginning.

Recruiting today is primarily a marketing and selling function, and you’re going to fall behind in the war for talent if you neglect to develop and advertise your employment brand. A report by LinkedIn revealed that 75% of job seekers consider an employer’s brand before even applying for a job; you can imagine the negative impact poor branding has on attracting talented candidates.

A reputable brand gives you an advantage over your competition by influencing prospective employees to apply to your company and your current employees to remain working for you.

They sell your brand.

85% of the global workforce considers themselves passive candidates, not actively looking for a new job but open to the idea of starting one. You won’t find them on Indeed or Monster, but they’re still interested in hearing about the opportunities you have to offer. Outreach and relationship building with potential candidates is unavoidable if you’re looking to hire top talent; consider the fact that almost 1/3 of all hires are proactively sourced, and the importance of an established recruiting function becomes even more apparent. 

However, the type of recruiting solution your team chooses should ultimately be decided by your business needs.

They determine your needs.

If you’re having trouble defining your needs, you’re not alone – many business leaders struggle to align their recruiting strategies with their organizational goals. In fact, Almost half of all employers rate their recruiting process as below average at attaining their desired quality of hire. A substantial 40% of those employers rate quality of hire as their recruiting team’s primary key performance indicator, yet 2/3rds of that group admit they have no metrics in place to measure actual performance.

Unsurprisingly, it’s quite difficult to improve your recruiting process without first analyzing where you’re going wrong. As father of modern business management Peter Drucker said, “If you can’t measure it, you can’t improve it.” Equipped with the right technology, your team of recruiters can determine your business strategy’s shortcomings and deploy a solution before it begins to stunt your company’s growth. 

Recruiting efficiently is a scientific process shaped by trial and error, and every business will face it’s own unique challenges. By establishing or outsourcing your recruiting function early on, developing and marketing your employment brand, and intertwining your hiring strategy with your business needs, you’ll avoid many of the pitfalls your competitors face.  

If you could use a hand pinpointing your business needs, contact our team of consultants for a specialized talent acquisition assessment.

 

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