The war for top talent is on, and it doesn’t show any signs of stopping—at least not for the foreseeable future. As a result, employers across the nation are reevaluating their recruiting strategies as they vie to fill seemingly endless job postings.
As a record amount of employees hand in their resignation letters to pursue new opportunities, many hiring managers are facing an uphill battle: not only do they have to find candidates to fill new roles, they also need to replace employees who have resigned. In such a high-stakes hiring environment, a strong digital presence is key.
If you’re trying to fill open roles in your organization, but you’ve found it difficult to get qualified candidates into your hiring pool, it might be time to examine your digital marketing strategies.
Follow the insights below to ensure your company has an effective digital marketing plan in your hiring strategy.
Evaluate your company website
Your company’s website is arguably your most valuable piece of real estate in the digital world. It’s also a critical tool in your company’s overall recruitment marketing strategy.
When it’s time to hire, perform an audit of your website’s content, messaging and imagery. Do the images and language on your site accurately reflect your company’s culture, future vision, values, and goals?
Depending on the size of your organization and how frequently you hire, consider adding a careers page to your site. Include details about the employee experience at your company—what makes your company a special place to work? What sets you apart from other organizations?
Make sure to include initiatives that are essential to your business. Does your company have particular initiatives in place that are key to your overall strategy or branding? Whether it’s Diversity & Inclusion, Environmental Sustainability, Corporate Responsibility, or something similar, be sure to include a detailed section on this within your website explaining your efforts. This information could be a valuable differentiator between you and a competitor, and it may increase your appeal among the candidates you’re looking to attract.
Most importantly, your website should make it as easy as possible for potential candidates to connect with you. Provide job seekers with clear, simple instructions for reaching out to your HR team and submitting a resume. The more accessible your site is to candidates, the more likely they will be to reach out to you.
Be active on social media
As most people spend more than two hours a day on social platforms, it is key to maintain an ongoing, authentic presence on your company’s social media channels. Social media is a great way to showcase your company’s culture in a more relaxed, approachable way. Analyze the buyers that your company works with and cater your social media outlets to them. You may not need to have a company account on all platforms, but you should prioritize those where your target audience is active.
That being said, having a LinkedIn company page is a must. LinkedIn is the most powerful social media tool for job seekers—whether they’re active or passive. While you can use the site for your job postings, it is also important to make sure you frequently update your LinkedIn Company Page.
There are several ways companies can be active on LinkedIn:
- Share thought leadership content from key members of your organization
- Highlight your service offerings
- Showcase new additions to your team
- Share exciting company updates
- Post photos of a recent internal event or teambuilding activity
- Profile outstanding team members to help your audience get to know them better
In addition to LinkedIn, it may make sense for your company to have accounts on Instagram, Facebook, Twitter, or TikTok. This all depends on your service offerings and your audience, so do your research before deciding which outlets you should be on. You can have a little more fun with these outlets, since they aren’t viewed as the go-to professional network like LinkedIn is.
With the demographics of the workforce changing, it’s safe to assume most potential new hires will check out one or all of your company’s social media channels before interviewing or accepting a position with you. If you don’t have a social media presence, you’ve lost an opportunity to show those candidates the best parts of your organization, so it’s important to put your best foot forward.
Have a strategy for third-party reviews/testimonials
There are various third-party review platforms for users to rate their experiences as employees or clients of a company. These platforms are especially popular among candidates who want to do their research on a company—sometimes before they even accept a first interview. Because so many job seekers use these platforms to evaluate potential employers, it’s important that you develop an active strategy for generating reviews.
Does your company have a review program in place for current employees? This could enhance the number of reviews your company receives on a yearly basis. Encourage honest and frequent feedback on third-party websites; this way, when you are attracting potential new hires to your team, they can have firsthand insight of what it’s like to work at your company.
As important as it is to have a repository of positive reviews, make sure you are responding to the negative reviews as well. No company is perfect 100% of the time, so it is inevitable for a company to receive a negative review every now and then. When you do, respond to them in a timely and respectful manner to let the reviewer know you are taking the feedback seriously.
As more employees look for new professional opportunities, there has never been a better time to tighten up your company’s digital marketing presence and strategies. Job seekers are in the driver’s seat right now, and your company’s digital presence could be the main factor in whether they choose to apply at your company or your competitors. Make your online efforts count!
If you need help tweaking your digital marketing plan in your hiring strategy, Vaco can help! Contact us today for assistance.