will have to content Be a part of Your Recruitment strategy?

January 6, 2015

short solution: sure. but then i would say that. Let me amplify…

the beginning of a brand new yr is all the time a time for predictions, and it’s at all times the time that folks begin on the lookout for a new job! the uk economic system is predicted to make stronger additional in 2015, albeit possibly not as a lot as was in the past forecast, and, together with it, the everlasting recruitment market. Market analysis firm Key word estimates recruitment will see growth of sixteen.three% from 2014 levels unless 2018, largely pushed through the private sector.

organisations are boosting their HR departments in preparation for increased hiring

I additionally picked up on an interesting tidbit from LinkedIn on the finish of ultimate yr – it published the most in-demand skills in the UK in 2014, based hiring and recruiting task on the skilled community. Coming in at number 17 was ‘recruiting’ – a sign that enterprises are boosting their HR departments in training for elevated hiring within the coming 12 months.

along with all this is the persevering with and smartly-documented talents shortage in certain areas – most significantly in STEM careers – plus, the perennial issue of attracting the wrong form of candidates, which slows up the recruitment process.

competitors for the suitable folks goes to be fierce within the coming months and recruitment is now a dynamic surroundings where online search, social media and even the software workers are conducting their job search on all come into play. long gone are the days of the ‘spray and pray’ means – hanging ads in newspapers and hoping the proper individuals applied. Even on-line job boards, that for some industries nonetheless have a role to play, are actually only part of the process.

Like shoppers taking a look into a huge buy, candidates may have achieved their analysis online. A recruitment content material strategy signifies that when the ability you want are ready to embark on a job search, you’re already on their radar.

Recruitment content advertising: what kind of content material do you need?

content isn’t simply phrases on a page or a website. communicating your worker worth proposition (EVP) will also be done across quite a few mediums: text, photography, infographics, video, or social media posts. content ‘varieties’ could embody case research about folks already in roles that you are hiring for; blogs about company tradition; or idea leadership articles from senior administration. You’ve also got to remember that at the present time, candidates aren’t always sitting at a computer once they’re conducting their job search. in step with beef up Media (Dec 2013):

7 out of 10 people have already searched for jobs on a cell tool
72% of jobseekers wish to receive career data by the use of their cell tool

any individual searching by way of their smartphone won’t wish to read via a textual content article, but may stop to view a video case study a couple of job they’re all for.

start with technique

each content material advertising marketing campaign wants initially a strategy – merely publishing articles or uploading movies with none notion at the back of who could be seeing them and the way they tie in along with your recruitment objectives could be a waste of resources.

lengthy gone are the times of the ‘spray and pray’ way

a method begins with the aid of defining a transparent imaginative and prescient of what your recruitment technique goals are and the EVP you wish to have to keep up a correspondence. that is key to constructing the best content material in your recruitment marketing.

the following critical step is to establish the type of candidates you need to attract – your ‘personas’. the process of creating your personas is a possibility to discover the kind of candidates you want to draw (there might be more insights into the best way to create your candidate personas on our next weblog).

Recruitment content advertising that works

Taking our shopper Shell as an example, on account that January 2014, Southerly has labored on the design and implementation of a content strategy with two key objectives: to enhance the power of Shell’s model amongst job seekers; and to draw prior to now unengaged, passive candidates. A key objective is to attract prime graduates.

so far we’ve revealed 31 tales on a range of topics that concentrate on highlighting Shell’s folks and the impact they make. particularly, the message to younger job seekers is that they’ll be doing actual work from day one and making a distinction.

Our content and overall way has increased site visitors numbers to the characteristic story portion of the careers page, and more importantly, pushed engagement. compared to 2013, the Shell careers web site bounce price has dropped by 20%, whereas the typical selection of pages visited has risen by way of a third. they’re extra engaged on the site which means that they are extra engaged in Shell. applications have remained robust, while members of Shell’s ‘skill neighborhood’ – a web based database of interested candidates – has grown via power engagement.

size is vital if you’re the use of content material as part of a recruitment strategy. in some way, you want to draw the right people to use on your vacancies. however are there different intervening time steps you wish to have them to take with a purpose to keep your organization entrance of thoughts for when they are able to search for a new position, similar to subscribe to your company blog or sign up for your talent community? objectives similar to this are measurable and may type the root of your KPIs to measure the effectiveness of your recruitment marketing campaign.

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