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. 

Should Recruitment Marketing Fall Under Marketing or Recruiting?

Should Recruitment Marketing Fall Under Marketing or Recruiting?

Jun 10, 2023 | Recruitment Marketing

 Marketing managers would rather spend Friday nights in a church basement playing Bingo than deal with applicants and candidates.  On the other hand, recruitment marketing professionals are not recruiters. They’re not screening, interviewing, submitting and/or hiring candidates.

 

Here’s the deal. I’ve always thought that recruitment marketing should be within human resources and recruiting. But now, I’m starting to change my view and here’s why.

 

Look, employer brand professionals are in tough spots these days. They’re torn between recruiters wanting funny TikTok videos for campus hiring and the Communications team that want to avoid crazy TikTok videos. Truth is employment brand pros must walk a thin line between what’s trending on social media and what is acceptable in corporate marketing.

 

The job description of recruitment marketing and employer branding reads pretty much like a marketing role. Posting content on social media, placing Ads, writing copy, buying media and creating employer branded content, does this sound like a role that should be with recruiting?

 

However…

 

The very minute marketing must do a deep dive in job descriptions or having to deal with candidates complaining about their application experience, they want to run to the farthest corner of the building and hide.

 

So, where should Recruitment Marketing and Employer Brand Managers sit?

 

I am starting to see the benefits of this role within Marketing because they can have all the resources for social media, content creation, and storytelling that is necessary for employment branding teams to flourish.  Employment brand works best when it has all the support and expertise within marketing to promote the brand in the right way.

 

However, HR and recruiting teams prefer to use their marketing budget in ways that benefit them. For example, placing job ads, LinkedIn sponsored campaigns or using Indeed’s pay-per-click model.  This is a grey area for marketing managers because they’re not experts in the areas of job Ads nor is it something that interests them.  Therefore, you could argue that recruitment marketing would be beneficial to talent acquisition when it comes to placing job ads and tracking leads and applicants.

 

As it stands, recruiting and marketing teams are working together to attract talent, improve their reputation and promote the company culture and benefits.  Personally, I see mature recruitment marketing teams slowly being lifted and moved over to the marketing team these days. After all, they’re not recruiters anymore.