Nailing Down Recruitment Marketing Conversion Goals

Nailing Down Recruitment Marketing Conversion Goals

Oct 11, 2023 | Employer Branding, Recruitment Marketing

Understanding Conversion in Recruitment Marketing

So, what exactly counts as a ‘conversion’ in recruitment marketing? A conversion boils down to an action taken by a user or job seeker that gets you closer to your hiring goals. It could be applying for a job, clicking to apply, checking out specific pages, showing interest, or engaging with social media posts via likes or shares. How you define these actions in your strategy is a game-changer. However, it’s vital to remember that talent acquisition usually sees conversions as applicants, especially since recruiting is transactional in nature.

A Story to Illustrate

Let me share a story from my time as a recruitment marketing manager at an IT consulting company. We had to hire a whopping 1000 employees in just one quarter. The marketing team came up with a strategy, but they didn’t loop in talent acquisition or my team. The plan was to boost awareness and reach through social media and job boards, directing traffic to a landing page. But when the campaign ended, we were far from the number of applicants needed to meet our hiring goals. I won’t spill the exact cost, but let’s just say it was more than a small house in Atlanta!

The Problem: Mismatched Goals

Here’s the kicker—marketing had a different idea of what a ‘conversion’ was. For them, if someone viewed the landing page, that was a win. But for the hiring managers, it was all about expecting tons of applicants, and needless to say, they were not thrilled. Plus, they had to foot the bill for this massive marketing campaign spend.

Defining Your Conversion Goals

To really sum it up, successful recruitment marketing boils down to understanding which conversions matter and how they sync up with your organization’s hiring objectives. Plus, with open communication and alignment between marketing, talent acquisition, and hiring teams, can tweak recruitment marketing strategies to hit the nail on the head.

Facebook Recruitment Marketing Tips for Healthcare Companies

Facebook Recruitment Marketing Tips for Healthcare Companies

Sep 28, 2023 | Employer Branding, Recruitment Marketing, Social Media

When it comes to employer branding, Healthcare Facebook pages are about as boring as C-Span in the morning. Marketing typically allows an extra Facebook page for employer branding just as long as they stay within branding guidelines. But, here’s the issue. Facebook penalizes you for content that is…um inspiring with low likes, shares, and zero comments. And let’s face it, healthcare professionals are avid Facebook and Instagram users, so it’s vital they see your updates. That’s why we’ve got some Facebook recruitment marketing tips to bring some life to your page, increase engagement, and convert potential candidates.

Prompt and Personalized Responses

The worst thing you can do if you’re a healthcare organization is turn on automated responses. It screams disinterest and drains the life out of the candidate’s experience. Our top advice? Respond promptly and personalize your messages. Address candidates by name, and show them you care about their interest in a role or an event. Tailor your responses to their inquiries or comments, showcasing

Share Additional Information in the Comments

Facebook’s algorithms love engagement, and they play it like a game. That’s why we suggest using the comment section to share more about the job opportunity – benefits, work culture, and anything else potential candidates might want to know. Don’t forget to throw in some links to relevant pages on your website, engaging videos of your workplace, or testimonials from your awesome team.

Leverage Messenger for Private Conversations 

Imagine a potential candidate expressing strong interest or having specific inquiries. Inviting them to start a private chat via Facebook Messenger is a game-changer. It allows for a personal and in-depth conversation, addressing their questions, and concerns, and guiding them through the application process.

Highlight Employee Stories

It’s easy to turn a Facebook page into a job posting bulletin board, but that won’t get you far. And ditch the stock photos of smiling hospital staff. The right approach? Feature inspiring employee success stories, and testimonials, or even give a sneak peek into a “day in the life” at your organization. This humanizes your brand and provides valuable insights into the incredible experiences of working within your company.

Monitor and Analyze Engagement

Everyone knows Facebook tends to exaggerate impressions. But, the real gold? Focus on the engagements – likes and shares. Keep an eye on the engagement of your posts and delve into the comments to spot recurring questions or concerns. These insights will help fine-tune your recruitment marketing strategies, showing what content truly shines. 

Getting to the Finish Line

Engaging potential job seekers on Facebook is all about being personal, informative, and responsive. Nurture genuine conversations, share meaningful insights, and make the most of the platform’s features. If someone is interested in an opportunity, show them. An issue with an application, guide them. And, when a candidate doesn’t hear back after an interview, chat with them. You can significantly enhance your recruitment marketing efforts with a great  Facebook page, and attract top talent by showcasing your unique culture and providing transparent information. It’s easy to start a Facebook page, it takes time to build a great page that your audience will want to follow. Hopefully, these tips will help your recruitment marketing and if you would like to learn more, please signup for my newsletter or follow me on LinkedIn. 

Revamping Your Career Site: Showcasing Your Unique Company Culture

Revamping Your Career Site: Showcasing Your Unique Company Culture

Aug 28, 2023 | Career Site, Employer Branding

Have you taken a look at career sites lately? You’ll notice a recurring pattern – stock photos, generic video testimonials, and vague descriptions. But here’s the catch: job seekers want more than that. They yearn for a genuine glimpse into your company culture without having to scour Glassdoor reviews. It’s time to break free from the cookie-cutter templates and bring your company’s essence to the forefront. In this article, we’ll explore how effective employer branding can not only attract the right talent but also establish a powerful employer brand identity.

  1. Define Your Mission and Values, Loud and Clear

Start with the foundation. A well-crafted mission and values statement isn’t just a checkbox; it’s a beacon that guides your ship. Place it prominently on the main career site page, ensuring its visibility. Don’t stop there – integrate it into job postings and internal communications. Make sure it resonates and stands out.

  1. Authentic Employee Stories and Testimonials

Stock photos of pristine models won’t cut it. Real stories from your people will. Yes, unearthing these gems takes time, but when you hit the mark, they’re pure gold. Employee stories and testimonials offer an insider’s view of your company culture. Blogs, videos, and social media posts are your canvases. Use them to paint a vivid picture.

  1. Diversity and Inclusion: Beyond the Buzzwords

Don’t let diversity and inclusion blur into a homogenous sea of corporate statements. Be different. Share stories that illustrate how diversity has enriched both your company and your employees. Showcase the real impact – that’s what resonates.

  1. Office Space: Where Culture Takes Shape

Remote work might be trending, but the office isn’t obsolete. If your culture thrives on collaboration, creativity, or work-life balance, let your office space embody it. Share snapshots on your social media and website. It’s more than just walls – it’s a reflection of your company’s soul.

  1. Video: The Power of Brief

Video content is king, but brevity is queen. Craft videos that whisk viewers through a virtual office tour or dive into employees’ stories. Keep them under a minute – attention spans are fleeting. A well-crafted video speaks volumes.

  1. Recognition and Rewards: Celebrating Culture Champions

Employee of the month? That’s a start, but think bigger. Create a Recognition and Rewards program that spotlights employees embodying your culture. This reinforces your values and inspires others to follow suit.

  1. Consistency, The Thread of Trust

In this quest, consistency is your ally. Whether through blogs, videos, or other methods, ensure your efforts are unwavering and genuine. Authenticity breeds trust – an invaluable currency in the talent market.

In conclusion, your career site shouldn’t be a clone of the competition. It should be a window into your world – your unique company culture. Ditch the stock and the snooze, and opt for the real and the riveting. Your future employees want a taste of what’s real. So, let them savor the essence of your organization through authentic stories, meaningful visuals, and a resounding commitment to your values. In the end, your efforts will resonate, and resonate deeply. And that resonance will be the magnet pulling in the right talent while cementing your brand identity in the minds of job seekers everywhere.

 

Platforms and Companies to Consider: Phenom People to host company career site and Stories for video content.

Elevating Your Employer Brand: How Tweaking the Recruiting Process Can Work Magic

Elevating Your Employer Brand: How Tweaking the Recruiting Process Can Work Magic

Aug 21, 2023 | Candidate Experience, Employer Branding

When I was part of a team called the Talent Innovation Lab at this massive IT consulting company, it took an army to change the recruitment process. Our goal was to fix up the recruiting process because it had an impact on how candidates saw us as an employer. However, our TA Ops crew wasn’t exactly thrilled about the changes. Like, not at all. They were Taleo diehards and resisted any change that impacted the ATS. So, we brought together the bigwigs – TA leaders, HR honchos, and hiring managers – to have a heart-to-heart about how our recruiting process was affecting our image, values, and all-important employer brand.

 

From Taleo to Phenom People

 

For those who remember Taleo Enterprise, it was sunsetted because browsers no longer supported Flash. It was (is) a dinosaur, clunky as heck, and not to mention a nightmare for candidates. Completing an application felt like a marathon, and let’s be real, nobody’s got time for that. So, we teamed up with Phenom and migrated to their platform. The result? Applying became smoother than a jazz riff, taking less than two minutes! No more frustration, no more lost candidates.

 

Job Descriptions: From Yawns to Yay!

 

Who in their right mind loves writing job descriptions? Beats me. But here’s the kicker – that’s often a job seeker’s first taste of your company. So, we rolled up our sleeves and gave our job descriptions a glow-up using templates, SEM Rush, and Text.io, along with training. You won’t believe the mojo it brought. Job page views shot up, and bounce rates? They plummeted faster than a lead balloon.

 

Keeping It Real: Showcasing Our Values

 

Candidates dig getting the lowdown on company culture. But a chatbot won’t cut it. The real scoop comes from recruiters during an interview. So, we got our recruiters in sync with our employer brand goals, our EVP, cultural values, and unique benefits. With some rad training, we had our message on lock, reinforcing our values like champs. The result? Our employer brand got a boost, and places like Glassdoor were loving us even more.

 

Reviews That Rock

 

Ever bought something online after seeing one lousy review? Yeah, me neither. The same goes for job candidates checking out a company’s rep on Glassdoor or Indeed. Those firsthand stories? They matter big time. We had to make sure candidates left us singing our praises. We hatched plans to turn them into our biggest fans, the kind that beefs up our Glassdoor ratings and spreads good vibes like confetti.

 

Building Up Your Brand

 

Believe it or not, your recruiting process lays the foundation for your employer brand. It’s the glue that holds together first impressions, top-notch applicants, and even referrals from your employees. When you focus on the candidate journey, the link between what you stand for and what candidates feel becomes unbreakable. In the end, you can achieve a legit, irresistible employer brand that’s as real as it gets. Every interaction matters, especially the recruiting process because it’s like a butterfly flap that sets off a chain reaction, shaping your rep for the long haul.

How to Banish Employee Burnout! Hint, It’s Not Them, It’s the Company Culture.

How to Banish Employee Burnout! Hint, It’s Not Them, It’s the Company Culture.

Aug 9, 2023 | Employee Experience, Employer Branding

Workers are getting burned out, and companies seem to have two solutions for it: letting the employee quit, or firing them. As of right now, the latter is the preferred method in the form of layoffs. Employee burnout is a growing challenge, and companies need to transform their work culture. This can be achieved with a dedicated Employee Experience and Work Culture Manager.

 

Here are five areas where Employee Experience, Company Culture, and Employee Engagement can help alleviate employee burnout:

  1. Employee Engagement: Develop and implement initiatives to boost employee engagement, such as team-building activities, recognition programs, and feedback mechanisms.
  2. Work-Life Balance: Advocate for and promote work-life balance practices to ensure employees can maintain a healthy equilibrium between their personal and professional lives.
  3. Training and Development: Coordinate and facilitate training and development programs to help employees grow in their roles and advance their careers.
  4. Employee Well-being: Promote initiatives that focus on physical, mental, and emotional well-being, such as wellness programs, stress management workshops, and mental health support.
  5. Communication: Facilitate effective communication within the organization to ensure transparency and keep employees informed about company updates and decisions.

 

Large companies are slow-moving ships when it transforms work culture; however, this is changing thanks to more Employee Experience type roles emerging. To be clear, these roles are evolving, and the responsibilities are changing depending on the size of the organization. But overall, an employee experience and work culture person plays a critical role in cultivating a positive and engaging workplace, which ultimately contributes to the success and growth of the organization.

The Power of Unleashing Employee Before and After Stories

The Power of Unleashing Employee Before and After Stories

Jul 20, 2023 | Blog, Employer Branding

Stop. Collaborate and listen. Let me tell you, there’s a goldmine waiting to be tapped. We’re talking about showcasing unity and acceptance through the awe-inspiring narratives of before and after employee stories. Stories about employees who faced struggles within their companies but emerged victorious through perseverance (sounds like the Office plotline).  Employer branding has the power to revolutionize storytelling strategies and showcase a genuine commitment to unity and acceptance.

 

How you ask?

 

When employees bare their souls, sharing their struggles, triumphs, and moments of self-realization, a connection is made with others especially candidates. It’s like a relatable and captivating narrative unfolds before our eyes, leaving a lasting impact on both current and potential employees. These stories offer a glimpse into the reality of working within an organization, showcasing the challenges individuals face but then showing how they grew and became better from it.  By weaving together honesty, experience, and personal battles, these stories transcend their marketing purpose and become a wellspring of inspiration and knowledge for others. Okay, that sounds a little corny, but it’s true! The authenticity they exude fosters a sense of connection and belonging, that resonates with employees and candidates.

 

I know look.  It’s always been about flaunting the company’s achievements and successes, painting the organization as the almighty hero. But it’s getting old. Nobody really cares about why someone came to work for your company. And Employer Brand managers are to blame. They’ve….ahem…we’ve been trying to lure “top talent” with tales of opportunity, hard work, and glorious rewards. Far too often, leaders push for content that shines the spotlight on the company’s accomplishments, sidelining the personal experiences that audience would like learn from. Yet, the stories that leave a lasting impact are the ones that shed light on those moments when employees felt like they didn’t belong and when acceptance seemed out of reach. It’s time to shift the focus. Let’s redirect that spotlight from the company to the employee. It’s time to embrace a more genuine, relatable narrative.

 

Let’s move beyond showcasing boring-ass-same-old company achievements and tap into true stories of employees finding their way. By shining a light on experiences of not feeling accepted and then the journey to overcome the obstacles,  employer branding becomes a catalyst for cultivating a culture of empathy, support, and genuine connection. It’s time to embrace and promote those before and after stories that breathe authenticity, empathy, and growth. In doing so, organizations send a resounding message of their unyielding commitment to unity, acceptance, and the creation of a workplace where everyone feels valued and included. Are you ready to harness the immense power of these narratives? I know I am.