While we\u2019ve all heard about how recruiting is becoming marketing, the reality is that most of us aren\u2019t marketers yet.\u00a0 One implication of this is that we don\u2019t really know how to create content that\u2019s engaging and interesting.<\/p>\n
For most companies that have a talent community, the messaging that goes out to their followers is in the form of job alert blasts.\u00a0 \u201cThere is a new opening in sales that\u2019s not very relevant for you!\u201d\u00a0 \u201cThere\u2019s a customer service job that just opened up which you probably don\u2019t care about.\u201d\u00a0\u00a0 Ok, so maybe I shouldn\u2019t use quotations here, but you get the idea.<\/p>\n
Even more targeted job blasts aren\u2019t effective.\u00a0 Put yourself in the candidate\u2019s shoes.\u00a0 I followed you on LinkedIn, or signed up for your talent community, because I thought your company was interesting.\u00a0 I read some press you had, or my friend told me about you.\u00a0 But, I wasn\u2019t ready to apply.\u00a0 My resume wasn\u2019t up to date.\u00a0 I actually like my job.\u00a0 In the future though, things may be different.<\/p>\n
This person who\u2019s thinking about their future, who had an initial attraction to your company, they are an amazing person to keep warm.\u00a0 But, they don\u2019t want to hear about job openings (for the most part).\u00a0 They know where to find those.\u00a0 They want something more interesting.<\/p>\n
The more effective way to keep candidates warm<\/strong><\/p>\n Think about a major purchase you\u2019re thinking of making in the next 6-12 months.\u00a0 Let\u2019s say it\u2019s a new car.\u00a0 You\u2019re interested in five different brands, so you sign up for the local dealerships\u2019 email lists.<\/p>\n Four of those dealers send you emails that include the make of the car, and the price.\u00a0 Ok, we knew that already.\u00a0 But, one of those dealerships sends you an interesting video about how their car performs when off roading.\u00a0 The next month, they have a blog post from a recent customer talking about the amazing customer service they received when one of the tail lights got smashed in an accident.\u00a0 We now have a connection to this dealership.\u00a0 They\u2019ve built trust, and actually increased the attraction we initially felt towards them.<\/p>\n Do you see the parallel?\u00a0 The company who sends out interesting information to their talent communities is going to build mind share in the people who engage with their content.\u00a0 This mind share allows you to effectively source from this pool when you get a new req in.\u00a0 It means a higher response rate to emails.\u00a0 It means easier first conversations.\u00a0 And, it means better interviews from people who know your company.\u00a0 The recruiter who is now a marketer wins.<\/p>\n What content do candidates want?<\/strong><\/p>\n What job seekers are looking for isn\u2019t too dissimilar to what you\u2019d want to know before you applied for your next job: What skills will I get, what\u2019s the day to day like, how\u2019s the culture unique, how should I prep for interviews?\u00a0 Of course, there are many role specific questions too: what\u2019s the tech stack, what was your last sales process like, how do you run customer discovery interviews?<\/p>\n No offense, but candidates want to hear the answers to these questions directly from employees.\u00a0 They speak their language, are more credible than a marketer\/recruiter, and employees know all the details from actually doing the job.<\/p>\n Advice on how to get going<\/strong><\/p>\n If you have a talent community already, then start getting some interesting content from your team to share.\u00a0 You can literally do this with an iPhone for starters.\u00a0 And, don\u2019t stop at email.\u00a0 This information is great for social too!<\/p>\n You should be able to get in depth information about what content candidates are engaging with in order to understand who the warmest leads are in your pipeline.\u00a0 Now, when that new req comes in, you can quickly pull up a list of people who know your company, like your content, and are most likely ready to have that conversation about what\u2019s next in their careers.<\/p>\n Good luck.<\/p>\n If you\u2019re like many people in the world of talent acquisition, you probably feel like you\u2019re running on a treadmill most of the time.\u00a0 A req comes in, you post\/inmail\/call to fill it, and move on to the next.\u00a0 Each day you\u2019ve got to put one foot in front of the other in order to […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n![\"philstrazzulla\"](\"http:\/\/bullseyerecruiting.net\/wp-content\/uploads\/2016\/11\/PhilStrazzulla.jpg\")
<\/a>Phil Strazzulla<\/a>\u00a0<\/span>is the CEO of NextWave hire, a software solution that builds your employer brand through authentic employee stories that live in your careers page, social media, and more.\u00a0<\/em><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"