In a digitally connected world, your talent audience expands far outside the reach of your geographical community and into your global online community. LinkedIn’s 2016 recruiting survey found that 56% of talent acquisition leaders noted they would be increasing their hiring volume in 2017. In order to capture the attention of the audience needed to attract more candidates, organizations must do more than just share on job boards, LinkedIn, and career pages. An aligned communication strategy with an understanding who your target audience is, is the first and crucial step to attracting and connecting with prospects that you can convert into qualified applicants.
There are several considerations for your communication strategy, such as having a solid understanding of your Employer Value Proposition (EVP), evaluating your current channels of communication, and ensuring that it aligns with the corporate communication policy.
Employer Value Proposition
Your Employer Value Proposition is your key selling feature, especially in the current state of the job market. Candidates are taking the time to evaluate where they want to work and why they want to work there. Therefore, ensuring that the EVP that you communicate is in fact true and reflective of your organization is central to attracting and retaining your target talent.
Constant temperature checks of your EVP is good practice and helps to ensure that the messaging being shared is in line. From the top to the bottom, everyone’s opinion counts. Whether through formal or informal data collection, this continued act provides a benefit that is two fold: 1) It keeps leadership aware, and 2) It shows your current employees that your care.
Your EVP should communicate the ‘give-and-take’ out of the employment agreement; what each party will receive as the employer and employee. Promotion of the brand should be placed higher than promotion of the position.
Evaluate Your Current Channels
The channels that you use to reach your target audience should offer you the ability to seek and target, which means you need to be where your audience is.
Your current channels can include, but are not limited to:
- Social Media
- Employee Referrals
- Career Site
- Applicant Tracking System
- Talent community
- Job boards
Understanding your target talent audience also means understanding where to connect with them. When Snapchat introduced geolocation filters, recruiters were given the prime opportunity to target talent within a very specific location. Snapchat, in fact, used their very own app to poach workers from Uber by targeting Snapchat users in the vicinity of the Uber office with snaps that said “This place driving you mad?” followed with a directive to Snapchat’s career page. Would this technique work with every audience? Not likely. But when you have a clear understanding of where your audience is, who they are, and what channels they are to be found on, clever recruiting strategies can be designed to target them effectively.
The value of each channel should contribute to the funnel of building your pipeline. If you aren’t seeing the results you expect, first ask “Is this where my audience is?” followed by “Am I communicating the right message to pull them in?” A simple yes or no on each question will help you determine if you need to adjust your strategy or drop it and focus on more appropriate channels.
Align with Corporate Communication Policy
The Marketing Department is a treasure trove of tools and knowledge that can be leveraged for your recruiting purposes. In addition to that, they are the holders of the ‘rules,’ which means they have the playbook of guidelines for any and all communications being created and sent out. Regardless if content is geared towards consumers, stakeholders, employees, or your talent audience, it should all follow the same directives and flow. Consistent brand messaging throughout the organization only helps to solidify and authenticate the EVP that you are promoting and image of your employer brand. Connecting with the marketing and communications team to help develop messaging that is on point gives your own department a polished finish on content.
A clear and thorough communication strategy will help to better connect with your talent audience and produce higher quality candidates. Refined targeted tactics can mean less time spent weeding out those who are not a fit and focusing more on those who are.