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Here’s Proof That Content Will Bring You the Most Important Job Applicants

by May 22, 2015, 5:25 am ET

evidenceContent is far more effective at encouraging applications for those with the most experience and helps entry-level applicants self-select out of the process.

You see, usually when we talk about the power of content in recruitment marketing to attract candidates and drive applications, we have to do so in abstractions. Those of us who think about content marketing know that it can impact and influence site visitors, but we haven’t had the proof.

Until now.

We looked at a single career site of a large telecom company that has almost three thousand job openings currently listed. We wanted to see if the content it has on their site was having an impact.  keep reading…

H and M’s Employees Are Stars of New Campaign As it Expands in U.S. and Beyond

by May 14, 2015, 1:43 pm ET

Screen Shot 2015-05-14 at 10.15.44 AMThe big Swedish retailer H&M is running a recruiting campaign in the U.S. called “Place of Possible” that’ll include advertising in stores, online, on billboards, as well as a college tour.

About 50 H&M employees will be featured. keep reading…

Employers Need to Become Career Newsrooms

by Apr 24, 2015, 5:17 am ET

emplyer-contentFactset, Sodexo, Amtrak. These companies all have one thing in common when it comes to marketing themselves to job seekers.

They all create large amounts of content distributed via social media that is geared toward prospective candidates.

Today’s job seeker is more savvy than ever. They want desperately to know what your company is like to work for. They want to see where they’ll be working. They want to understand who they’ll be working with.

Career content allows employers to be proactive and craft their own story. It makes job seekers think of them differently. keep reading…

5 Ways to Transform Recruitment Email Marketing

by Apr 7, 2015, 5:57 am ET

perfect emailDespite the multitude of new communications channels employers can use to connect with talent, email is still one of the best ways to reach them. But to do so most effectively — in terms of attracting and building relationships with the best candidates — recruiting teams can learn a lot from their marketing counterparts.

Just consider the parallels: While marketers are concerned with finding new customers, recruiters need to find new candidates. Where marketers drive the corporate brand, recruiters drive the employer brand. And, as marketers build lead databases, target and re-engage customers, and work to make the sale, recruiters build talent pipelines, seek to continually engage talent and encourage them to apply. keep reading…

Top 10 Ways to Supercharge and Optimize Your Job Postings

by Mar 31, 2015, 5:14 am ET

Screen Shot 2015-03-26 at 9.11.47 AMTrying to hire? Chances are that your candidates will type a job title into a search engine. Keep your job postings highly visible and optimized. If candidates can’t find your postings, you won’t get responses — but when your jobs are optimized, it can become one of the best methods of drawing traffic to the career section of your website. There is little cost involved to change your current posting methods, but the results could be well worth your time. keep reading…

As Tech Unemployment Drops, Demand for Billboards Soars

by Jan 21, 2015, 5:04 am ET

Dice billboard campaignWith a 2.5 percent unemployment rate, and demand so far outstripping supply that some firms are offering hiring bonuses to interns, Silicon Valley’s tech firms have turned to a decidedly low tech way of attracting candidates.

Billboards.

Up and down Highway 101, the Valley’s major artery, billboards have become so dear that the firms that own them have waiting lists six months long. Monthly rentals can go for as much as $40,000 in the most desirable locations. But even the cheapest ones are anything but cheap at $15,000. keep reading…

Employee Stars, Imaginative Campaigns, and Cool Referral Programs Highlight the Best in Recruitment Advertising

by Jan 14, 2015, 5:01 am ET

Apac DavenportHere are some lessons we can draw from the best and most creative recruitment advertising, which you can use to improve your own recruiting in 2015.

Read on.

keep reading…

The Power Has Shifted to the Candidate, So Current Recruiting Practices Will Stop Working

by Dec 22, 2014, 5:02 am ET

Areas where recruiting must change during 2015

If you are frustrated because your recruiting approaches are no longer producing great results, you will be happy to know that there is a logical reason behind it. I estimate that 90 percent of recruiting leaders and hiring managers have yet to realize that the power in the recruiting relationship, which for years has favored employers, has shifted over to the jobseekers.

The technical term for this change is a shift from an employer-driven market to a candidate-driven market. And The Recruiter Sentiment Survey by the MRINetwork has revealed that 83 percent of the surveyed recruiters have realized that the power has now shifted to the candidate.

Knowing the reasons for shift is less important for recruiting leaders and hiring managers than recognizing that when jobseekers hold the power in the relationship, your current array of recruiting tools and approaches will literally stop working.

Another interesting phenomenon happens after the power shifts.

keep reading…

Content Marketing Predictions for Talent Acquisition in 2015

by Dec 19, 2014, 5:50 am ET

Screen Shot 2014-12-12 at 11.59.03 AM“2015 is the year content subsumes marketing and brands realize that content is the atomic particle of every aspect of marketing.” – Shane Snow, Contently

It’s old hat to say that Amazon CEO Jeff Bezos defined “brand” as what people say about you when you aren’t in the room. But even if that’s true, Bezos has only identified the situation without prescribing a way of changing it. If you can’t be in the room to change the brand, what can we do to influence how people talk about you?

For talent acquisition professionals, this is doubly important as our prospects form impressions of our brands long before we can reach out to them. Decisions such as to whether to sign up for updates, whether to respond to a recruiter, and whether to apply for a job start with the brand when you’re not in the room.

Which is why we’re so in love with content and content marketing. Think about that moment when people talk about you when you aren’t there. Content is what they are looking at. Content is what they are referring to. Content is what helped them form an opinion about you. At the same time, content is what draws you to their attention via Google and social media. Content is what gets shared because done well, it is engaging, useful, educational, and entertaining.

In many ways, 2013 and 2014 were when content marketing went from “interesting idea” to “useful tool” for talent acquisition. As case studies start trickling out of agencies, showing that content influences people at almost every stage of the sales or consideration process, everyone is taking content seriously. More companies are looking to content to advance their employer value proposition to prospects at every position of the sales funnel.

As 2015 approaches, no doubt you’re wondering what the future holds for content marketing within the talent acquisition space. While content marketing sometimes feels new and novel, the future boils down to being authentic, specific, and useful. keep reading…

A Job Post Should Look Its Sunday Best

by Dec 17, 2014, 5:06 am ET

Screen Shot 2014-11-25 at 4.06.38 AMThe human brain processes images in a different way than text. Images create stronger associations and they apparently improve retention of the associated text by up to 42 percent. Text with images included is even perceived to be more trustworthy and valuable. Are we so shallow? Well, yes, we are.

Advertising has long used powerful images at the core of its dark arts — across all types of media. The story is not told in words. The malnourished African child asking for a donation. The gorgeous film star modelling the latest perfume. The college boys enjoying a Friday night pizza. These images stick in our heads forever.

What should it be so different with a job ad? keep reading…

For Those Tired of Cat Videos, They Can Now Watch a Job Board’s Mouse

by Dec 9, 2014, 8:49 am ET

Screen Shot 2014-12-08 at 12.48.01 PMA career site called Shine is running an ad campaign highlighting its 220,000 job posts and overall suite of services, such as employment branding. The star is a mouse. keep reading…

5 Reasons Your Job Posts Aren’t Working

by Dec 3, 2014, 5:52 am ET

Screen Shot 2014-11-11 at 3.28.04 PMAlthough the title of this article promises five reasons why your job posts aren’t working, there is really one big reason: The best candidates always come through referrals. As a matter of fact, that’s where we get roughly 80 percent of our candidates.

That being said, sometimes you’ve tapped out your networks and you need to advertise your job opening across the Internet. When push has thus come to shove, here are the five top job post mistakes to avoid. keep reading…

Getting the Big Picture: Visual Content Is Critical to Building Engagement

by Nov 20, 2014, 5:33 am ET

Screen Shot 2014-11-16 at 8.32.44 PMLately the fastest-growing social networks are those that emphasize visual content. Instagram is the fastest-growing social network, followed by Tumblr and Pinterest. Data from Statista shows that people spend more time on Pinterest (1 hour 17 minutes per month) than on Twitter, LinkedIn, MySpace, and Google+ combined. On Facebook pictures and photos make up 75 percent of the content and produce an 87 percent engagement rate(as measured by likes and comments). Adding a video or photo URL to a tweet increases retweeting by 28-35 percent.

It seems a picture really is worth a thousand words. Recognizing this fact and taking advantage of it in recruitment marketing can be a big help to recruiters who are sourcing on social networks. keep reading…

How to Customize the Sales Message for the Candidate

by Oct 30, 2014, 12:05 am ET

Bryan Adams-AES-033488Everyone loves a trip down memory lane. That’s why VH1 made those retrospectives about the 1980s, 1990s, etc. Admit it: once you caught five minutes of one of those shows, the next four hours of your life were forfeited.

A few years ago, when I was an IT recruiter back in Washington, D.C. (see what I did there? Clever, right?), one of my favorite parts of the job was getting to know each candidate and figuring out what their “story” was. What were their unique aspirations and hot buttons? How did they get to this point in their career? What were they passionate about in their lives? Being able to get to know someone, then matching them up with a company that matched their professional and personal ambitions was, to me, one of the best and most rewarding parts of the job. It was always a delight to follow up with them six months later and learn that they were indeed happy with the new direction in their career.

Any recruiter worth their salt will tell you that their ability to sell a candidate on a company or a job is their “raison d’etre” (for those of you who slept through French or Philosophy 101: reason they exist). Now, with skill set requirements and qualifications that rapidly evolve with each new technology and regulatory change, creating specialized pockets of highly competitive positions, this ability to differentiate an opportunity from the rest of the landscape has become more important than ever.

So how exactly, beyond sheer luck, do you ensure that “just right” fit? Let’s take a cue from VH1 and fire up a couple of classics for some help: keep reading…

3 Great Recruitment Marketing Tactics

by Oct 24, 2014, 12:16 am ET

Screen Shot 2014-10-14 at 3.15.59 PMYou’ve heard of all the same old tactics. Narrow your funnel, speak to the candidate, build trust and rapport, use a CRM. All of these are valuable, but they could be the fodder for any of the articles you see here or any other digital watering hole on the Internet. What I’ve been noticing lately are very cool, very novel tactics used by companies, often those who don’t even have a recruiting function per se. Here are some brand new plays to add to that well-worn playbook you use when approaching new talent. keep reading…

New From Clinton Global Initiative: Campaign for Untapped Young Talent

by Sep 24, 2014, 9:18 am ET

grads for lifeA new public service campaign asks businesses to train and mentor the millions of low-income young adults who may not have a college degree or a lot of work experience. Print, broadcast, radio, online, and outdoor ads are on the way.

Some of the visuals and language in the campaign tell employers to forgo “traditional hiring practices” in favor of paths to employment for unsung job candidates that will increase retention, productivity, diversity and engagement. keep reading…

Jobs Staying Open Longer Than Ever

by Sep 23, 2014, 12:01 am ET

July 2014 JOLTSAugust may have disappointed labor analysts with its unexpectedly low count of new jobs, but for recruiters, the evidence out of Washington and elsewhere says recruiting difficulty is only going to get worse.

Nationally, it took 24.9 business days (Monday-Saturday are business days for this report) to fill a job in July, according to the Dice-DFH Vacancy Duration Measure. That’s a bare tick off June’s 25.1 days. Meanwhile, the Job Openings and Labor Turnover Summary from the U.S. Bureau of Labor Statistics, put July’s openings rate at 3.3, a 22 percent increase over the 2.7 in July 2013. keep reading…

Indeed Running Ads on Jimmy Fallon, ‘Dancing with the Stars,’ and ‘Amazing Race’

by Sep 22, 2014, 3:30 pm ET

IndeedBack in May, I said that Indeed’s campaign “already started in the UK and will begin this fall in the U.S.” Well, fall’s here. keep reading…

Why Content Marketing Should Be Part of Your University Recruiting Strategy

by Sep 16, 2014, 12:51 am ET

Screen Shot 2014-09-05 at 8.49.21 AMTake a little trip with me. Don’t worry; you don’t need to pack any bags and your passport can remain safely stowed away. We’re just going to take a step back in time to when we were college students. Reflect for a moment on the months leading up to your graduation. What thoughts were weighing most heavily on your mind at that time? Aside from your immediate concerns of making it to every big party that week (without missing any classes the day after), you probably had some big questions about your next step. What would life in the real world be like? And how would you find a job that you were overjoyed about — or at the very least, a company that would hire you?

University recruiters have the opportunity to help provide some answers to those tricky questions that plague 20-somethings. keep reading…

U.S. Airforce Rolling Out New, Striking Recruitment Visuals

by Sep 10, 2014, 4:52 pm ET

Screen Shot 2014-09-10 at 1.31.59 PMThe U.S. Air Force is launching a new recruiting campaign this week featuring the slogan “Aim High,” used 15 years’ back. The campaign is heavy on visuals, including striking photos and powerful videos — see below. keep reading…