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The 5 Senses of Recruitment Marketing

Posted by Nikki Floyd

03-Mar-2015 13:00:00

Recruiting the right person to work for your company needs to be strategic. As an employer, you want to be able to draw the right candidate otherwise you are ultimately wasting your company’s time and resources. Vice versa, candidates don’t want their time wasted and even have become bored with most businesses’ approach in drawing them in. In 5 easy steps, you too can begin to draw in the right candidates and keep them there.  

5Senses1

 

See

Candidates want the truth (the whole truth), and they want to be excited. They want to be drawn to what you are displaying, selling and they don’t want to be bored.

Ask these questions:

  • When a candidate clicks on your job post or career site, what do they see?
  • What does your logo and brand elements represent?
  • What do your career site and social media images convey?

People want to work for a place that is visually appealing. Glassdoor, did an A/B test to see how many clicks they would get on CTAs.  Changing the CTA button from green to red increased clicks by 21%. Did you know that 51% of candidates have “buyer’s remorse” due to an inaccurate picture of the job? Potential employees don’t want to be lied to. They will just assume that is the culture of the company and walk away.

 

 broadbeantwitter-01 51% of candidates have buyer's remorse due to an inaccurate picture of the job.

 

Touch

In order to fully grab job candidates’ attention, writers Kelsey Meyer and John Hall from Forbes Magazine, suggest touching the hearts and minds of your potential employees:

“Write about the things that make you unique. Tell a story about the way your values are reflected in your company culture and discuss openly the types of employees you’ve enjoyed working with. Write in a way that can add value to other companies going through the hiring process, as well as allow potential candidates to determine whether they would be a good fit within your organization.” 

A company can have a strong imagery but end up with boring copy or jargon-filled ads. Colors and content are only the beginning. You may say all the write things and dress up nice, but what others say about you as a company is just as important...

 

Hear

Did you know 95% of candidates are influenced by reviews from those inside of the company? In fact, 69% of candidates won’t take a job from a company with a bad reputation. If the candidate does decide to take the job with a bad reputation, males require an average of a 53% pay increase and females require 60%. 

90% of job seekers surveyed also said they would leave their current job for a company that had a good reputation. So how do you go from a bad or neutral reputation to a good reputation? Some things you can do:

  • Monitor consumer’s online activity and threads
  • Have a designated comment section on your career site for feedback
  • Don’t delete or censor complaints
  • Address the complaints in a timely fashion
  • Once the issue is resolved, invite the recipient to post a follow up
  • Train recruiting staff to expedite frustrated job seekers
  • Work to decrease your time to hire
  • Set expectations with a FAQs page on your career site
  • Work to fix issues that “trend” with your talent acquisition team

Every company will have complaints and job seeker frustrations, but it is how you deal with those complaints that what will make your organization stand out.

 

 broadbeantwitter-01 90% of job seekers said they would leave their current job for a company with a good reputation.

 

Smell

Like anything in life, you can smell whether something is spoiled, refreshing or slightly off. When others look at what you have what do they smell? Most people are not foolish. Most can tell when a company isn’t being honest with who they are. Any credible company wants to be respected and taken seriously.

Culture can be a very appealing trait. When the visions of the employee and the employer align, companies succeed in profitability, retention and innovation. Creating daily, fun events during the workday can create a joyful staff. If the employees are happy with their job, they will tell their family and friends. Your employees, when fully engaged and happy, will begin to “spread the love” not only via word of mouth, but in their attitudes, on social media and in a very concrete way, your employee referral program. Culture is more than fun and games though, designate one person on your talent acquisition team to actively manage company culture building activities.

 

The Tasty Conclusion

Something can look delicious but taste awful! You need more than just attracting the candidate to the job post but after they browse your website, read reviews or even talk to current employees, you want to attract the right people to work for you. If your actual organization leaves a bad taste in the mouths of your employees, it could cause that perfect candidate to walk away.

When you neglect onboarding after building up a candidate’s hopes with a great recruiting process, it can be as frustrating as a beautiful cake that tastes awful when you take the first bite. Have everything ready to go for your new employees when they walk in the door, from designating a mentor, to giving them a map and all the passwords and paperwork they’ll need. Ensure they know their way around the building AND the internal workings.

By connecting all the senses in your recruiting process, you can build an attractive brand, a great reputation, a good candidate experience, a productive culture and a robust onboarding process -- put it together and you have happy employees that help attract the very candidates who share your vision and values to drive the organization forward.

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Topics: job board , job advert performance , Job Advertisements