How to Develop a Recruitment Campaign

 In Recruitment Marketing

How to Develop a Recruitment Campaign

Recruitment Campaign Development

Finding the best possible people who can fit within your culture and contribute to your organization is a real challenge. Marketing is playing a bigger role in recruiting hard to find candidates as it has now gone beyond simply putting a job advert out and waiting for the CVs to roll in.

The first thing you need to get right is the Employee Value Proposition. There are more in-depth articles on the website but in summary, your employee value proposition needs to cover:

  • Compensation
  • Benefits
  • Career
  • Work Environment
  • Culture

You need to maximise what you are able to offer in order to attract the best in a competitive market place.

You then need to consider which job platforms will attract the best candidates. This is a very competitive area and given the costs involved you need to research and test each one with pilots before committing larger campaigns.

The obvious route is to use a recruitment agency. However, as KUB is a hybrid agency, we very much believe in the client doing as much or as little as they want. This article is all about helping you to help yourself and so we will look at the alternatives to a recruitment agency.

The first thing you need to consider is do you have a number of positions to fill over a period of time due to growth or higher staff turnover due to the nature of your sector? Or is it a one-off recruitment?

For long term recruitment needs then it’s worth considering the following options:

  • Search engine friendly micro-employer website (website dedicated to just your recruitment)
  • Content strategy for the micro-site and social media
  • Applicant Tracking System (we recommend Recruitee.com )
  • Build a talent pool in the applicant tracking system so that you can re-advertise to them.
  • Embeddable Job Advert from your applicant tracking system for your website
  • Initial screening questions to reduce the “noise”
  • An applicant tracking system that posts to Google for Jobs and Indeed & other free job boards where appropriate
  • Facebook & Messenger Advertising for skilled and non-professional positions
  • LinkedIn head hunting (directly approach candidates in employed roles) for professional roles
  • Paid Job Boards where the role is particularly hard to fill
  • Links to Universities and Colleges
  • Visit professional association meetings and conferences where potential candidates might attend.
  • Offer a finder’s fee or additional perks such as weekend break etc for employees who find a successful candidate.

For one-off job requirements:

  • Advertise it on your website. Ensure the website has a good description of the company, its mission and most importantly its values.
  • Free and paid job boards – ensure the job advert appears on Google for Jobs and Indeed.
  • For professional roles, use of LinkedIn to directly approach 3rd parties (best left to an agency so that you don’t upset your competition)
  • Use Social Media such as Facebook with paid Boosts/Advertising
  • Offer a finder’s fee or additional perks such as weekend break etc for employees who find a successful candidate.

In either case, your social media and overall marketing should be positioning you as a great employer. Think of Richard Branson’s latest statement that Virgin put their employees first. Because if you do that, happy and trained staff will do a great job for your customers. Customers like to know that you truly value your staff because they inherently know that they will also be looked after
In addition, don’t forget to look at whether you have somebody internally who could be developed to fulfil the role. I have seen production staff successfully move in to sales and equally technical staff more into pre-sales roles. Some organisations have a rule that all positions should be advertised internally first. Moreover, there is also a good argument for bringing in new blood so that the organisation doesn’t become stale.

Moreover, in either case, highlight any additional benefits/perks you offer. Look at benefits such as private medical insurance, flexibility and formal development programmes so that they can see progression.

For more information on how to recruit a great team, take a look at, How to effectively recruit an employee

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