A company is only as good as the people working for it. In order for your organization to succeed in an increasingly competitive landscape you’re going to need to find ways to attract talented people who will fit in with your culture. Skilled, qualified people aren’t going to apply for just any job that has been posted. On the contrary, they are only going to be open to jobs that have a clear purpose, are differentiated, and are well pitched. This means that you, as a recruiter, are going to have to think like a marketer.
The fact of the matter is that the market is too competitive for you NOT to recruit like a marketer. Consider the following:
- 90% of recruiters believe the market is candidate driven
- 51% of employees are considering a new job
- 47% of SMBs can’t fill positions
- 52% of job seekers check Glassdoor reviews before applying for jobs
If candidates have access to multiple, competing job openings and information about each potential employer they are only going to apply to the jobs that appeal to them most. In such an environment marketing is not merely an option, its a requirement.
Recruiting is in many ways similar to sales. Just as sales often can’t succeed without marketing, neither can recruiting. Three key areas to start with in recruitment marketing are the company’s career page, job vacancy texts, and sourcing.
The career page isn’t just a place to list all your vacancies. On the contrary, it is the main page for selling your company to potential employees. A good career page will not only get you more applicants, it will get you more qualified applicants. Ideally, your career page should contain the following components:
When your career page is set up to feature these things it ends up creating a clear and attractive image of what your company is like. In turn this will engage and inspire people to review jobs, come back to look for more jobs, and even share the page with others. Regardless of how well known your company is in the marketplace, a well crafted career page will have people thinking, “Wow! I really want to work there!”
Some good examples of great career pages come from two companies in The Netherlands: TomTom and Bunq. Both of these companies, while very different in terms of size and maturity, are operating in the ever-competitive technology space and recognize that they have no choice but to effectively sell themselves to prospective employees. This has taken time and cost money, but it has also resulted in a higher volume of great candidates. If you are struggling to get resources to improve your career page these two companies, and many others, can be used as examples to justify your request.
An effective career page is where you start, but it is certainly not where you finish. Each of your job vacancies needs to be properly described and pitched. One of the mistakes many companies make is to simply list a very generic, basic description of what the job looks like and leave it at that.
How excited are you about this job? The odds are good that the only people who will apply are those who are feeling slightly more desperate for new employment. Candidates who might be more eligible for the role probably won’t apply because the job simply doesn’t seem worthwhile. The job may be with a “reputable company” that offers “excellent benefits,” but nothing written here is engaging or inspiring.
Bunq on the other hand, has taken a different approach. They are not yet well known, and as a startup probably won’t be able to offer the same level of benefits as larger companies, but the jobs they offer seem significantly more interesting. Consider the description they’ve created for a training vacancy:
Harder, better, faster…stronger. That’s what we want at bunq. Our biggest question right now is: How? This is where you come in. With your academic expertise you exactly know which theory and practices we can apply and are able to train our bunqers to reach their full potential.
You will work with data, analyse our culture and assess the need for training programmes. Then you’ll train our people in groups and coach them individually. You deliver feedback to all bunqers, measure how they’re doing and pick up on all training related projects (e.g. setting up a training database).
Your passion for people is perfectly matched with your desire to help others becoming successful. Maximising the performance of extremely driven, tech-savvy people is right up your alley. Since you will work autonomously, we need you to be independent – you work in a meticulously, data driven, structured way. With your spirited personality you touch the people around you with optimism.
You will join a team of more than 70 bunqers (10 nationalities and counting!) that have one thing in common: we love what we do. Waking up with brilliant ideas and going to bed knowing that you’ve realised them. That’s working at bunq.
- A Master in Psychology, Sociology or other related fields
- Experienced with a maximum of 3 years of experience in coaching and training
- Able to conduct Training and Development related research
- Strong in communicating & organising
- Fluent in both Dutch as well as English
Are you ready to apply some Daft Punk to bunq? Let’s have a cup of coffee and apply by clicking the button below!
Wouldn’t you much rather have this job? If you look at what Bunq has done you can see they spend most of their time describing the company, the style of the job (not just the day-to-day), and the type of personality required to succeed. Its a fantastic approach that produces really attractive vacancies.
If you want to improve job descriptions with your company here is basic structure you can follow:
Taking this approach may cost you a bit more effort, but it will also deliver better results.
For some vacancies, regardless of how engaging your career page or job descriptions are, you won’t be able to attract enough candidates unless you source them. Sourcing, the proactive part of recruiting, requires you to go and hunt for candidates rather than wait for them to come to you. LinkedIn is a popular tool for finding and approaching people, but there are many other places to look as well. To effectively source you will need to not only cast a wide net in your search, but you’re going to have to know how to provide compelling pitches to candidates as well. Again, as we’ve said before, you’ll have to think like a marketer.
In engaging in the search for candidates remember to do the following:
- Research and define your target audience (this will help you to better know where and how to look for them)
- Store and aggregate information about each candidate (just as you would with sales leads)
- Review and consider the whole profile BEFORE contacting them
Once you’ve decided you do want to reach out to a candidate you’ll need to:
- Determine which network/medium is the best one to contact them on
- Craft unique, clear, interesting messages that are personalized
- NEVER, EVER SPAM
Just as consumers are bombarded with thousands of competing messages day after day, candidates are as well. If you want to stand out you’ll need to be more targeted and personalized. It is far more effective to send 30 hand-crafted emails to specifically targeted candidates than it is to send 3000 generic spam messages.
Recruiting Like a Marketer
Sometimes thinking about recruitment marketing can be a scary thing, especially if you don’t have an actual marketing background. Don’t worry though. Its much easier than you think. Just take the time to think about and craft the messaging featured on your career page, job descriptions, and candidate messaging and you’ll already have made major progress. A company is as only as good as the people working for it, and if you recruit like a marketer you’ll be able to help make your company one of the best ever.
Looking for a great recruiting tool to help you source, organize, share, and manage candidates in your talent pipeline? Try Hello Talent!
Hello Talent makes it easy to keep all your candidates in one place, gives you simple overviews of each of them, and empowers you to message (and market) to them where necessary. Create your free account today!