August 10, 2018

A Candidate’s Market: Recruitment Marketing on the Career Site

Written by
Derek Herman
Tags: HR

As of June 2018, there were 6.7 million job openings in the US. Compare that to the 6.4 million unemployed candidates, and you have a surplus of 300,000 jobs that remain unfilled. This equates to the lowest unemployment rate we’ve seen in over ten years at 3.8 percent. How can this be a problem? If you’re in talent acquisition, this is a concern as you are now competing against all other companies for the best talent. But for candidates, this is a gold mine!

So what’s a recruiter to do in this talent landscape? It’s simple. Change careers.

No, don’t entirely leave the recruiting path, but instead of doing it full time, split your responsibilities between talent acquisition and marketing so you get more of those inbound “leads.”

To think like a marketer, you have to start thinking like a consumer. You have to get in their head, and see how you can connect the dots from the problem they’re looking to solve and the solution they want or need.

So in order to think like a recruitment marketer, you have to think like a candidate. What do they do? What do they want to do? What are they researching? Where do they spend their time online? And the million dollar question, how do you grab their attention?

As a recruiter, you know to put your job postings on job boards and promote them with social media as that is where your candidates are looking for new opportunities. They’ve graduated from the classified section in the newspaper to the limitless world of cyberspace. Unless you’re looking for the baby boomer generation, this is a common practice.

But to capitalize on those postings, you have to get creative and start marketing on your career site. Think of your career site as a online job store. You want to direct all traffic to it.

Simpler Than You Think

Building an enticing and engaging career site shouldn’t be any different than how ecommerce sites are laid out.

Webpages are built today with bold content to catch the reader’s eye and keep their attention. So if you look around, you’ll see a number of career sites’ formats follow a similar flow:

  1. Above the fold are bright images and videos displaying the brand
  2. Search bar at the top calling out to the user to type a query
  3. Text welcoming the visitor to the site
  4. Webpage tabs including; blogs, about us, wish list, etc.
  5. Sign-in integrations for recurring visitors for easier navigation

Companies have to get competitive in order to reach and acquire the talent they want in this candidate market. When you invest in a hub that houses content promoting your employer brand that gets candidates excited to work for you, both parties win!

Let’s look at a few companies who have invested in their candidate experience with a powerful career site to get a better understanding of the best practices for attracting today’s talent.

Microsoft’s Career Site

One of the most impressive computer manufacturers in the world relies on a sturdy site to help build up its employee base.

When you first land on the page, you see confident messaging telling the job seeker to “Do what you love” with a search bar directly below the text. Think of a how a candidate perceives this; of course they want to do what they love and inputting a role or department in the search will supply them with their dream job.

Whole Foods Market’s Career Site

Whole Foods couldn’t make the apply process any easier with their foolproof layout.

Immediately upon opening the site, a bold search bar prompts the job seeker to begin browsing opportunities. Think of Google but for jobs.

As the user scrolls down the page, candidates see the company’s EVP with benefits, company culture, and values. Video and employee testimonials offer an impactful and interactive experience that helps the job seeker envision himself working for the company.

Back Up Good Design with Data

Either way, with a site that improves the candidate experience and increases conversions that make your job as the recruiter easier and more efficient, you should then take it a step further by measuring talent analytics and signals that tell you a story.

A career site is only a website when it can’t tell you who is on the page and what roles they would perfectly fit. But if you couple that career site with an intense backend system that benefits your workload, you’ll see an incredible yield in results.

Getting traffic on your site and even having more candidates convert into applicants is impressive, but sorting through the options with artificial intelligence, predictive intelligence, and machine learning will help the user best decipher who should go where. This is where next level advances come into play to make your recruitment marketing activities more impactful.

Talent analytics and talent signals provide the entire picture of the candidate’s background and intentions as they navigate through your open positions.

Talent analytics provide what a candidate does, their education level, what job board they originated from, and how they stack amongst your other candidates.

Talent signals show the intent of the candidate and identify their pattern of interaction with your brand. How interested are they in applying to your company based off of how frequently they visit your career site, are they just joining the talent community or are they submitting applications to specific roles?

Both clue the recruiter into whether the applicant is an A fit, B fit, C fit, etc., and to what extent are they prepared to make the jump to your organization.

Look into technology solutions that can offer these in-depth insights that help you source faster and hire the right employees in a shorter time frame.

This is the future of work. Technology is infiltrating our lives across all industries and practices especially talent acquisition. You too should also start thinking of a job change and mindset shift from Recruiter to Recruitment Marketer!

Derek is an aficionado of encouraging people to find their passion in life and turn it into a meaningful career. He utilizes his storytelling technique to entertain, stimulate, and inspire audiences with his freelance work. Derek’s love for writing coupled with his diverse background in technology, he is the Content Marketing Writer for Phenom People, the leader in Talent Relationship Marketing. He earned his degree in Journalism from Penn State University.