marketing for recruiters

Marketing 101.Essentials for the Modern Recruiter.

2Simply Hired © 2013 Simply Hired, Inc. All rights reserved. Confidential

job seekers are the consumers a recruiter needs to attract.

jobs and company values are the products

recruiters sell.


despite all the changes in marketing over the years...

five key rules for audience marketing

remain the same.


( recruiting + marketing 101 = success )


no marketing strategy ever relies on one channel.

no consumer ever responds the first time they hear a message.


it takes up to 7 times for a message to get into a consumer’s mind.

the same can be said for a candidate…so

you need to diversify.


You are marketing a brand, therefore…think like a brand marketer – use multiple channels.

1 Referrals Job Boards Social MediaJob Search

Engine


hit your candidate audience across multiple channels.

but hold on…what should you say to

engage them?


Know Your Audience & Speak Their Language in Job Descriptions.

2I need a Social Media Enterprise Director,

Performance Specialization Team Huh?


in marketing, it is all about the quality of the “copy” to drive response.

in recruiting, the same rule applies to job

descriptions!


marketers always research “copy”…

Don’t rely solely on the sales manager (or in this case…the hiring manager).

Get feedback from the people you want more of – your current employee superstars.

Make sure you incorporate your brand and company values into your job posting.

HOWEVER, don’t get carried away. Remember the attributes your audience will be searching for … and exploit it!!

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job search engines are where the NEW jobseeker starts their search.

your job posting MUST have the terms they

are searching for!


Know Where To Find Your Audience and Target Accordingly

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it is easier to sell to a consumer who already wants your product.

it is less costly to target those with a need than to convince the world.


marketers always target with data…

Don’t “blanket blast” your job to the whole world – be strategic and target your audience.

Focus on “traffic quality” and NOT “membership” – you want results so use results-focused stats.

Demand data from your ad supplier and get them to deliver measurable results!

If you are using a job search engine, ask them for data on WHERE people are searching for job titles and work with them to target this audience!

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“that should just about solve all your problems” - said the novice.

in marketing, it isn’t what you’ve done, but

what more can you do?


Hello? Testing! Testing! 1-2-3… Test your job postings, then re-test!

4Create Position

Post Position

Review Resume

s

Refine Position

Re-Post


always test your “copy” for results…

Marketers are trained to test EVERYTHING – particularly response rates and quality!

Once you have received candidates of a certain quality, review them with your hiring manager. Identify the qualities you would like to see more of from the resumes and adjust your job posting.

Look at the “terms” used in the resumes of quality candidates and adjust your job posting to perform better on job search engines!

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however, don’t rely on “terms” alone when it comes to search.

add budget to boost your search performance by “sponsoring” your jobs


while testing “copy” helps you determine the right message…

testing “channels” helps you achieve the right return on investment!


Think strategically about your ad spending…think ROI!

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$

$$

$


some tips to determine your ROI…

If still using traditional mediums, incorporate a response form to track the source.

If using a flat-rate job board or similar service, divide the spend by the candidate list received.

Be careful of social media spending…it can get out of control. Always monitor your CTR v. $$.

Try search engine sponsoring…it is a pay for performance model meaning you have greater control, lower costs, and budget certainty.

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Marketing for Recruiters. In Summary.


Multi-channel marketing strategy is key in trying to reach the modern jobseeker. Diversify!!

Know and speak the language of your audience, not your own…be aware of search terms!

Data is your friend to target! Know where your audience is and go after them!

Test your campaign, re-test it, and then test it again. Did I mention you should test?

Spend strategically. Measure each channel for jobseeker quality and cut or expand your campaign accordingly.

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thank you.

marketing for recruiters

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