By Cheryl Luzet, CEO, Wagada Digital
For small to medium-sized businesses entering the post-Covid world, recruitment has become an additional challenge, threatening recovery at a crucial time. We all know that a business is only as strong as its employees but with competition tight for the right staff, you now have to think outside of the box when advertising vacant roles.
Employer branding marketing allows you to develop a relationship with jobseekers before they even start to look for their next role. Reach out to them in language that resonates and show, rather than tell, why they should come and work for you.
This type of marketing allows you to generate speculative applications and create desire for suitable roles to become available. You can collate the details of people who are interested in working for you, and keep them warm until you have a vacancy.
Create a unique value proposition for the role to reflect the benefits that you offer staff. Talk to your team and find out what motivates them. Create your messaging around these benefits as these are the things that will resonate most. Look at your competitors on Glassdoor and identify the benefits that people are talking about.
Make use of digital marketing
Once you have developed your employer brand, the key is to transmit the benefits of working for you to your target audience. Digital marketing offers a cost-effective and trackable way to get your employer branding message out to the right people. Here’s how to do just that:
- Create a section of your website that focuses specifically on the reasons why people should come and work for you, with calls to action to encourage people to make speculative applications. Use photos to bring the information to life – show the team members enjoying their work, collaborating as a team, celebrating success and experiencing fulfilling careers. Put the job vacancies on a separate page of your site to focus on creating desire instead of advertising available roles
- Have pages on your website optimised for jobs you are frequently recruiting for and ensure that these pages are permanently live in order to give them the best chance of ranking on Google. Choose your keywords wisely and ensure they feature in key areas of the page, such as the heading and the title tag
- Think about the location where you are based and focus your optimisation efforts around people searching for jobs in that area, for example ‘childcare jobs Oxford’, rather than just ‘childcare jobs’
- Use social media channels to reach out and engage with your audience. Choose your channels wisely, and make sure that they match your target demographic
- Post engaging content on your social media channels that reflects your employer brand values – show the team enjoying their work or relaxing over a cup of tea. Show the benefits that you have to offer to make potential staff want to become part of the team
- Think about paid ads to reach certain audiences or job sectors. Social media paid ads allow you to reach those with certain interests or job titles to view your ads. Google Ads allow you to target those actively searching for roles in your field. Just remember when preparing your ads, you’re not advertising jobs but promoting an employee experience and the benefits that come along with it
Employer branding involves a fundamental shift in who holds the power in recruitment, moving away from the employer onto the candidate.
This doesn’t look like it will go away any time soon, so embrace the change and recognise that by engaging and enticing the best staff, you’ll have an engaged workforce that is passionate about what it does and provides the best service to your customers.