In today’s job market, the candidates have the upper hand. We know that 95 percent of the people that companies want to hire for critical roles are not actually looking for a job. As a result, companies are competing for the best candidates. In order to effectively vie for great talent, you need the right tools.
As part of their recruitment strategy, many companies are using outbound marketing. This involves reaching out to potential candidates through job postings, paid advertising, or a third-party recruiter.
But today’s recruitment efforts need a more advanced strategy—one that you’re likely already using to attract residents: inbound marketing.
With inbound marketing, you create content that attracts new prospects to your company. From there, you can engage with them and determine if they’re the right fit. It’s an opportunity to establish a dialogue with passive and active job seekers, create a unique candidate experience, and build relationships with top talent.
Here are five quick ways to get started with inbound marketing as a recruitment tool:
1. Define Your Objectives
Before you start, decide on which positions you are trying to attract. Do you want to focus on executive level and above? Or do you also want to also use inbound marketing to source your nursing and care staff?
2. Define the Candidate “Persona”
Once you know which roles you want to recruit for, you also have to determine the characteristics that you are looking for in your ideal candidate. You should start with educational background, previous experience, and any technical requirements (licensure, software knowledge, etc.) that you may want in a candidate. Then dig a little deeper. Look at employees who are successful in their roles and identify traits and skills that help them prosper.
3. Define Your Culture
Think about your company culture. How do you define success in your company? What are the company non-negotiables when it comes to character and performance? What are the top 10 words you would use to define your culture?
4. Create “Hooks”
According to Career Builder, 75% of job seekers start their search on Google. So you should create search-friendly content that will attract the ideal candidates to your site (which is one of the reasons you develop the candidate personas).
Content can include why you are the best company to work for, associate testimonial videos, and educational info. Find the best channels to connect with your prospective candidate. This could be Facebook, LinkedIn, Twitter, You Tube, as well as industry sites.
Get creative where you share this content. Based on chats with your current successful employees, is there anything that most have in common? For example, maybe most are members of the local YMCA. If that’s the case, see if you can conduct an informal job fair there or post some info about open positions on the Y’s bulletin boards.
5. Create Opportunities to Build Relationships
Applying for a job is an investment. Today’s candidates want to know more about the company culture and role before they commit to the process. If a candidate isn’t ready to apply, create opportunities to engage them and develop a relationship. Give them opportunities to learn more about your company. This can be done with additional educational content, blog content, company resources, or signing up for a “keep in touch” newsletter.
It often takes many touch points to influence a decision, so invest the time in these relationships now to reap future rewards.
Learn more in this webinar: Inbound Marketing: Your Secret Weapon In Winning the Recruitment Game →