The following blog post was authored by Cindy Haynes, Managing Director and Partner at EraserFarm–a Tampa branding and creative agency.
2016 is a new era and many employers are putting a greater emphasis on diversity within their companies. As such, this diversity will be a key to company growth this year, and moving into the future as well. Leadership opportunities will be greater and more women will enter the workforce through these career openings.
Since each company has its own culture, your open-mindedness and diversity will help to make you visible and attract new potential job applicants to apply for the job positions you will be offering. It’s time to drive your initiatives in the right direction and learn what you can do to stay diverse when recruitment online.
Integrated advertising combines the use of multiple media channels into a one strategy that aids in recruitment, including:
- In-person advertising
- Use of the internet
- Media (Broadcast, radio & print)
During recruitment, these media channels are used to emphasize the importance your multi-dimensional brand message to potential applicants. To find the right prospective employees you need to maximize your exposure, and what better way to do this than by running an integrated marketing campaign.
Radio or Broadcast Recruitment Advertising
As a business owner and employer, you need to start making smart hiring decisions. Employer branding, applicant engagement, sourcing and recruitment are all crucial to finding the right candidates. Let’s face it, it’s 2016 and it’s very likely that posting job adverts in newspapers and on job sites just aren’t bringing you the candidates you were hoping for. It may be time to work radio or broadcast in your current recruitment plan.
Here are a few tips that will help you ensure you are effective with your recruitment efforts:
- To reach receptive job seekers, advertise your recruitment on Monday, Tuesday, and Sunday.
- Include current employees testimonials within your radio advert to show other potentials why they should work for you.
- Focus on radio stations that can produce Media Audit Research that show their radio station has the qualities to bring you the best candidates.
- Since 33% of radio listeners listen on their computers or mobile devices while at work, incorporate commercial adverts in the station’s internet streaming broadcast.
- Use the radio to peek the interest of the passive or already employed. Use your website instead of your phone number.
Digital & Mobile
In today’s age, almost everything is digital with 94% of online recruiters using various digital platforms to seek out job applicants. This also includes recruiting via mobile devices. More and more job applicants are using mobile device to seek you and your opportunities out, therefore you need to change the way you recruit.
Do you have mobile recruitment strategy? If you don’t you won’t be able to engage with the 90% of mobile job seekers that are using their mobile devices. Recruiting via mobile can increase your talent pool tremendously, so it’s a wise investment to ‘Get Mobile’.
There are a few other things you can do that will help you to leverage mobile within your recruitment strategy, such as:
- Ensure your career page in responsive for mobile
- Optimize your job postings by reducing the contents
- Create short, catchy mobile versions of your emails
- Simplify your mobile application with the End-User (the applicant) in mind
- Hiring a digital marketing agency that can analyze online behavior to create original campaigns to connect with potential candidates
Social Media: Strategy & Implementation
To stay diverse with online recruitment, employers are now utilizing multiple social media channels more than ever. In doing so, they are able to recruit using their unique innovative approaches.
Take UPS for example, between 2005 and 2010 they made dramatic changes in their budget and the way they advertise jobs, with 90% budget in print then switching to 97% in Social Media. UPS became more aggressive with their online recruitment strategy so that they could meet hiring needs during seasonal and high volume times, for lesser money. With a great career page, social media campaigns and innovative social media strategies they were able to drive more traffic and engagement with the use of SEM, SEO, online ads, texts, and videos.
Motion Graphics & Video Production
With motion graphics and videos there is no way that the right qualified job seekers won’t see you. Everyone loves videos with motion graphics and audio because they are easy to understand. They can also be seamlessly incorporated into your social media strategy, even if you’re on a budget. You can easily take your recruitment strategy into the future by using them to attract even more applicants than ever before.
While your brand moves into the future you need to adapt with the times and try new strategies. Move away from the only and bring in the new. Even if you aren’t a tech savvy employer digital marketing agencies can help you to stay diverse and be seen on the ever-changing world-wide-web using a variety of different advertising, digital marketing and social media strategies. Recruitment doesn’t have to be boring or standard, make it innovative and be open to change when your current strategies are no longer working.
Cindy Haynes is the Managing Director, Partner at EraserFarm, a Tampa branding and creative agency. Cindy has over 25 years of experience in leadership within retail, marketing and integrated advertising platforms and aims at educating business owners about diversity within a new-age digital world.