The past few years have been a whirlwind for the job market. From the chaos of 2020 to the significant shifts in 2021, recruiting has never been more challenging—or more opportunistic. The pandemic triggered widespread career changes, and many people have been reevaluating their priorities, leading to record numbers of resignations and job switches. This shift has created an environment where millions of candidates are on the hunt for roles that offer more than just a paycheck.
For recruiters, this presents a unique opportunity to tap into a large talent pool, but how do you make sure the best candidates find you?
With the surge in job seekers, recruiters are asking: How can we recruit the best talent in this highly competitive market?
The simple answer: Marketing.
Successful recruitment isn’t just about posting jobs and waiting for the right person to apply. In today’s dynamic job market, how you market your open positions plays a critical role in attracting and engaging top-tier candidates. This article from Top Echelon Recruiting Software will explore various ways you can elevate your recruiting strategy by leveraging effective marketing techniques.
1. Reword Your Job Listings: Appeal to What Candidates Care About
Job seekers have evolved, and so should your job descriptions. In the past, job listings were often bogged down with technical jargon, an exhaustive list of required skills, and formal language that didn’t exactly inspire excitement. However, today’s candidates want to know what’s in it for them beyond just a paycheck.
Focus on Candidate-Centric Language
When writing your job descriptions, think about how to sell the experience of working for the company. While skills and qualifications are important, what truly resonates with candidates is a sense of belonging, company culture, and opportunities for personal and professional growth.
- Highlight Company Values: Instead of making your job description a checklist of required skills, discuss the company’s values, culture, and mission. What does the company stand for? What impact can the candidate make by joining your team?
- Incorporate Benefits and Perks: Mention the benefits that go beyond salary—flexible working arrangements, mental health support, professional development opportunities, or community involvement programs. These aspects can set you apart from competitors and make your role more appealing.
- Ditch the Jargon: Replace boring technical language with more engaging, conversational tones. Today’s candidates are less interested in buzzwords and more interested in how the job fits into their lives.
Example of a Rewritten Job Posting
Before:
“Seeking a Full-Stack Developer with 5+ years of experience in JavaScript, Node.js, and React. Candidate must possess excellent problem-solving skills and be proficient in coding standards.”
After:
“We’re looking for a passionate Full-Stack Developer to join our dynamic tech team! If you thrive on solving real-world problems and want to work in a collaborative environment, this is the place for you. At [Company], we value growth, flexibility, and creativity. You’ll have the opportunity to work with cutting-edge technology and shape projects that make a difference. Plus, we offer flexible working hours, professional development opportunities, and a supportive work culture.”
In this new version, the job posting is far more engaging, highlights the benefits of working with the company, and appeals directly to the candidate’s motivations.
2. Update Your Job Page: Make It Engaging and Welcoming
A careers page is often the first impression candidates have of a company, and it needs to do more than just list job openings. It should be a reflection of your brand, your people, and what makes your company a great place to work.
Best Practices for Creating an Engaging Careers Page
- Include Employee Testimonials: Candidates want to hear from current employees about what it’s like to work at your company. Include written testimonials or short videos where team members share their experiences and the reasons they enjoy working there.
- Showcase Company Culture with Photos and Videos: Use images and videos to offer a glimpse into the day-to-day work environment. Highlight team events, company-wide meetings, and other aspects of your culture that would appeal to candidates.
- Optimize for Accessibility: Ensure that your job page is easy to navigate and accessible to all users, regardless of their device or any disabilities. Accessibility shows that you care about inclusivity, which is a significant selling point for many candidates.
- Update Regularly: Keep the content on your careers page fresh by regularly updating it with new job postings, company events, or milestones. Stale content can leave a poor impression on candidates.
By making your careers page vibrant and candidate-centric, you help potential applicants envision themselves as part of the company.
3. Incentivize Referrals: Harness the Power of Employee Networks
Referrals are one of the most effective ways to source high-quality candidates. Employees often refer candidates who they know are a good cultural and skill fit, and referred candidates tend to be more engaged and loyal to the company. In fact, referred employees have higher retention rates than those sourced through other channels.
How to Create a Successful Referral Program
- Offer Incentives: Motivate your employees to refer qualified candidates by offering tangible rewards. These could be financial bonuses, gift cards, or even extra vacation days. Make the incentive worth their effort.
- Create a Simple Process: The referral process should be quick and easy. Use an ATS (Applicant Tracking System) to set up a referral portal where employees can easily submit their referrals without complicated steps.
- Promote the Program Regularly: Keep the referral program top of mind by promoting it regularly during company meetings, internal newsletters, or even on your company’s intranet.
Referrals are a goldmine for finding top talent, so be sure to capitalize on the networks of your current employees.
4. Leverage Social Media: Use the Power of Networks to Spread the Word
Social media isn’t just for sharing memes and photos—it’s also a powerful recruitment tool. Platforms like LinkedIn, Twitter, and Facebook allow recruiters to tap into vast networks of potential candidates and increase the visibility of job openings.
LinkedIn: The Go-To Platform for Recruiters
LinkedIn is the most popular social media platform for professional networking, and it’s a must-use tool for recruiters. By sharing job openings and company updates on LinkedIn, recruiters can increase the reach of their posts and encourage engagement from passive job seekers.
Tips for Using LinkedIn Effectively:
- Use Hashtags: Add relevant hashtags to your job posts to make them discoverable by a broader audience.
- Encourage Engagement: Ask your employees to like and share your posts to increase their visibility within their networks.
- Showcase Your Employer Brand: Use LinkedIn’s content sharing feature to post articles, videos, or insights that give potential candidates a better understanding of what it’s like to work for your company.
Other Social Platforms to Consider
While LinkedIn is crucial for professional networking, don’t overlook other social platforms:
- Twitter: Twitter allows for quick, real-time interaction with candidates and lets you share job openings using relevant industry hashtags.
- Instagram: If your company has a visually appealing culture (think tech startups, fashion brands, or creative agencies), Instagram is a great way to show off company events, team outings, or workplace perks.
- Facebook: Facebook is another platform where job openings can be shared. It’s particularly useful for connecting with passive job seekers who may not be on LinkedIn.
Using social media for recruiting amplifies your reach and increases the chances of your job openings being seen by the right candidates.
5. Utilize Job Boards: Reach Active Job Seekers
Job boards like Indeed, Monster, and Glassdoor are traditional but highly effective tools for reaching job seekers. However, using these platforms effectively means more than just posting a job and waiting for applications to roll in.
How to Stand Out on Job Boards
- Use Your Branding: Ensure your job postings are consistent with your company’s brand. Include your company logo, tagline, and a branded job description that sets you apart from other employers.
- Highlight the Job’s Benefits: Candidates are more likely to apply to jobs that clearly articulate what’s in it for them. Whether it’s health benefits, a flexible work schedule, or career advancement opportunities, make sure you prominently feature the perks of the position.
- Optimize for Mobile: Many candidates browse job boards from their mobile devices. Make sure your job posting is mobile-friendly and easy to apply to on smaller screens.
Job boards remain a crucial part of any recruiting strategy, especially when combined with other marketing efforts.
Conclusion: Recruiting Success is Driven by Marketing
Recruiting isn’t just about finding candidates—it’s about attracting them, engaging them, and convincing them that your job opportunity is the one they’ve been looking for. The key to doing this successfully lies in how well you market your job openings and employer brand. By rethinking your job descriptions, updating your careers page, leveraging social media, and using referral programs and job boards effectively, you can make your positions more appealing and stand out in a competitive job market.
Remember, it’s not just about filling a position; it’s about helping someone advance their career and find fulfillment. By focusing on how your company and your roles can benefit the candidate, you’ll improve your recruitment outcomes and build stronger, more successful teams.