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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…

You’ll Think I’m Crazy, But You Should Put This in Job Ads

by Sep 2, 2014, 12:21 am ET

AIDAThe goal of any job advertisement should be to attract the highest number of responses from qualified applicants. But how exactly do you go about writing a job ad that attracts the top talent?

If you want to generate more applications from top candidates you must include a telephone number in your job advert.

Now I know what you’re thinking; Connie (who has an agenda of course) can’t possibly understand the recruitment industry. Is she seriously suggesting including a contact name and telephone number? Imagine all those nuisance calls from unqualified candidates; it’s enough to raise the blood pressure of any agency owner. I guess than I owe you some form of explanation if I’m going to challenge the conventional wisdom. keep reading…

How to Get More Your Job Ads More Attention on Job Boards

by Aug 14, 2014, 12:22 am ET

Screen Shot 2014-06-26 at 12.36.54 PMHiring is a complex process, but optimizing it is surprisingly simple. Before posting your job listings online, consider asking yourself “Is this job ad grabbing the attention of applicants?” as well as “Is this job ad gaining the right exposure online?”

Placement is crucial to finding the right candidates, and using the right actions words will drive response. Ad development requires diligent keyword research and an understanding of your competition.

Here are some things you need to know about hiring optimization for job boards.

Understanding Your Competition

Take the time to research your competition. Find out what they are doing to generate attention with their job listings. Read over their job listings to identify the terms they are using — including the job titles. Compelling information for a job listing is found within the first sentence or two. Target those keywords and start naturally integrating them into your job listings to see an improvement in the visibility of your ads.

To create an ad that clearly targets the right market, you need to know the research keywords associated with your target pool. Active job seekers will use search engines to find jobs. Search engines work primarily through keywords. To have effective advertising you need to first have effective keywords. Choose keywords related to the job description and title, as well as the city and state in which the company is located. Including location is particularly important because it allows individuals searching locally to be funneled to your ad, as well as people from out of state hoping to find employment in your specific area. keep reading…

Pinball Parties Working for Austin Software Developer

by Jul 22, 2014, 5:20 pm ET

pinballzAn Austin software developer called Q2 says it’s having success — “record attendance,” according to a senior recruiter — holding events at a local arcade, and its event last week will net maybe 8-10 more hires. keep reading…

15 Ultra-bold Recruiting Practices — Are You Falling Behind Your Competitors?

by Jul 14, 2014, 12:29 am ET

Screen Shot 2014-07-10 at 3.10.08 PMby Trena Luong and John Sullivan

In case you haven’t noticed, the world of corporate recruiting has become so intense that formerly rare aggressive and ultra-bold recruiting practices are now becoming mainstream. Of course as a professional, you know that you have an obligation to keep up with the latest practices, but your outdated recruiting approach is damaging your firm. Are you willing to explain to: your managers why you can’t hire top performers?;  your employees why they can’t work alongside the very best?; your customers why your products have outdated features?; and to your shareholders why your company can’t grow because of its inability to recruit top talent?

For a busy manager or recruiting professional, realize that the recruiting bar is being raised every day. Because we specialize in advanced recruiting practices, we have put together a quick list of examples of ultra-bold recruiting practices in order to demonstrate just how aggressive and bold recruiting has become. Each bold practice takes only a minute to scan and we assure you that most will be startled with how much recruiting has changed.

The Top 15 Ultra-bold Recruiting Practices keep reading…

Remaking Itself, Monster Launches New Services Today

by Jul 1, 2014, 8:30 am ET

New Monster logoMonster’s new approach to recruiting goes commercial today with the launch of two new services and a self-service CRM incorporating the search power of its 6Sense technology with a messaging and advertising capability.

The various pieces have been in testing and beta use for weeks, but were first announced on May 14 when Monster unveiled a sweeping overhaul of the pay to post recruitment advertising model it pioneered two decades ago. That strategy not only includes new tools and approaches to candidate sourcing, but a wholly new approach to job posting, adopting the aggregation model of Indeed and SimplyHired. keep reading…

Quixotic Quixey Pinup Pitch Is Perfect Publicity Ploy

by Jun 27, 2014, 5:50 am ET

Jobs on a pinSticking a Help Wanted sign in the window works for your dry cleaner, so, who knows, maybe Quixey, a Mountain View, California, startup, might be on to something. It’s using its Castro Street display window to pitch jobs, putting a little different spin on pinning.

The mobile app search engine company has (for now, anyway) a storefront presence on the downtown main street of this Silicon Valley community. With developers as hard to come by in America’s tech heartland as pirate gold, Quixey is used to a little guerrilla recruiting. The company already hosts a monthly programming contest where engineers compete to solve three problems. Winners get $100 and Quixey builds a pipeline. keep reading…

Recruitment is Marketing: 3 Changes You Need to Make

by Jun 25, 2014, 12:04 am ET

Macy'sOnce upon a time we sold products much as we “sell” jobs and organizations today. At the turn of the 20th century, merchants waited for a potential buyer to show up. The buyer was supposed to know what they wanted and ask for it. Most of the merchandise was kept in drawers or under the counter. A customer had to ask for something specifically and the merchant showed them only one particular item. There was no engagement, no selling, and no touting the benefits of the product.

But, soon department stores like Macy’s changed all this by displaying items openly, running ads targeted, in particular, to women. It offered well-known socialites the newest fashions and relied on gossip and word of mouth to attract new referral customers. Window displays created dream worlds and played to emotions. They encouraged salespeople to engage with the customers, build relationships, and even try on clothes or demonstrate the product.

Recruitment has a lot to learn from this story and from marketing. keep reading…

LinkedIn Says It Will Start Aggregating U.S. Job Listings

by May 29, 2014, 8:31 am ET

LinkedinLogoTransparentWith the announcement this morning that it would begin to aggregate jobs from U.S. employers, LinkedIn took a big step to building its Economic Graph, and realizing its plan to provide all the world’s open jobs to all the world’s workers.

Beginning June 2, LinkedIn will offer hundreds of thousands of jobs aggregated from the career sites and ATS’s of U.S. employers who don’t prohibit it. These listings will supplement a nearly similar number of listings employers pay for, but they’ll be made available only to LinkedIn members who actively search for them.

Called “Limited Listings,” these aggregated jobs will be cleaned of an employer’s paid listings to avoid duplication. The differentiation between this new program and LinkedIn’s paid Job Slots and Job Posts is based on active and passive seekers. The paid program places job posts before suitable (matching) candidates and delivers job suggestions to specific types of candidates based on their profiles and employer criteria. keep reading…