A pipeline of the right candidates for an organization is an investment that always pays off for an organization. With many companies who have large-scale recruitment initiatives planned for2014, the question remains “What is the most efficient way to attract and source those candidates?”
Companies often rely on the “tried and true” career site postings, job boards or placement agencies to help them build their talent pools. These are all excellent platforms, but employer branding strategy done right can be even more impactful. Employer branding strategy partners with recruitment, helping your company target your key segments, most effectively.
Step 1 – Internal Research
Target your key roles and develop a targeted Employee Value Proposition, specific to individuals in that segment. Survey your employees, or hold focus groups to find out what your employees really say about your company “behind your back”:
- What is it about their role with your company that they appreciate?
- Would they recommend the company to friends or family members?
- What could the company improve?
Really take the time to understand the experience of your employees, what the company offers their people, and how you can build on that to speak to your candidates.
Step 2 – External Research
Once you understand your targeted EVP, it’s time to ensure you can align that with what attracts your target candidates. Speak to your recruiters to find out what the candidates are saying about your company’s reputation in the market? Is there a perceived difference between your company and your competition? Dig into what motivates your target candidate to want to work for a company:
- What do they value most, in an employer?
- What would the message have to be for them to consider leaving a current employer?
- Where will you catch your target candidate’s notice? Where do they look for opportunities?
- Whose recommendation would your target candidate trust?
Step 3 – Creative and Strategy Execution
Key messaging that resonates with both internal and external workers in this segment will have a much greater impact than old school recruitment funnels and sourcing techniques.
Ensure that your EVP is integrated consistently through your entire recruitment experience, with job descriptions and postings that incorporate your messaging and speak to what is both authentic and relevant to this core group you are recruiting.
When your creative execution resonates with your segments, is visually appealing, and engages your audience – they will participate by sharing your message with even more of your target market. The most effective marketing techniques will use content and experiences to engage the audience through brand storytelling; integrating the story your best candidates want to hear.
Finally, your recruitment drive needs to be present in key areas where these job seekers reside in their day to day business. Your unique EVP needs to be shared with recruitment partners, launched in the right social media platforms, and potentially built up in through press releases or virtual career fairs.
To paraphrase Albert Einstein; “Doing the same thing will net you the same results…” so if you want to see your organization’s recruitment efforts drive more value and have a larger impact, you need to drill down into how you can leverage your company’s unique strengths to attract those critical candidates.
Blu Ivy Group specializes in executing confidential internal & external research and EVPs to unleash the power of your people and your brand. With over 18 years of recruitment, engagement and branding expertise, find out how this approach can dramatically improve your next recruitment campaign.
