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Stop Wasting 99% of Your Recruitment Marketing Budget

09.07.21 | Recruitment Marketing

In last week’s #TalentPipe webinar, Scot McRae was joined by employer brand consultant, Mark Hornung.

Scot started off by asking Mark how employers could be wasting 99% of their recruitment marketing budget. Mark tells us that they spend a lot of money to attract people to look at your jobs and to apply to them. We know that not everyone who applies will get the job. If you have 100 applicants, the other 99 essentially get thrown away. There’s a huge investment in getting those people to show their interest in working for your organisation and then if they’re unsuccessful, they’re essentially never heard from again. Most employers do very little, or even nothing, to maintain a relationship with these people that was developed during the attraction or interview stage. This is where the waste comes from.

Some key takeaways from the show:

  • A lot of employers are looking to steal people from their competitors. However, is this person going to be a good cultural fit for your organisation? Finding the right people for the right culture and the right skill set is what it’s about.
  • Most recruiters are sourcers are not very well trained to look at what (or who) they already have and then go and look outside.
  • Recruiters sometimes perceive that the data on their ATS is out of date, and there is nothing in the technology which allows them to keep it up-to-date. However, when you bring it up-to-date there is gold in the ATS.
  • Looking at the Dialog Semiconductor case study, the number of software engineers they hired that were hidden on their ATS was phenomenal. 15 hires in only 6 weeks from essentially ‘dead’ data.
  • Before social media, people weren’t connected as they are now. You need to think of employer branding not as a funnel but as a loop; it’s a continuous process. People are seeing opportunity all the time on social media.
  • The challenge for an employer is to make sure that they are not only sending out recruitment marketing messages that are authentic to the employer brand, but they also need to communicate internally and keep reselling their own employees on how good they have it and how it’s a great place to work.
  • Having content that meets the candidate’s expectations and wants is a very important step in building a relationship.
  • Content can be found in whitepapers that you are already publishing for customers, case studies and so on.
  • You need to be able to tell the story of how your company’s products or services are helping people solve real problems. This content gets the most engagement from people.
  • You also need to be able to see how your content is driving engagement and see who then goes on to look at your jobs. This enables you to see which content works best.
  • In the case of Specsavers, they were able to make 55% more hires by talking to 97% less people. Those 3% they were speaking to were the people who were most engaged with their content and interested in their jobs.
  • Some of the things Mark recommends to employers to enable them to stop wasting the majority of their recruitment marketing budget include understanding which messages resonate with your audience, using tools such as pipeline automation to be able to understand this and having content which addresses the concerns of each of your different audiences.
  • Candidate.ID gives you the ability to have a heat map which shows you the people who are most interested and most ready for your message. People tell you by their behaviours what they want.
  • Mark believes that brands are all about relationships.
  • You have the most intimate relationship with your current employees as they know, in great detail, what it’s like to work for you. You therefore need to monitor that very closely and make sure what you’re saying externally is authentic to their experience.
  • You can’t forget about your past employees. You want to maintain a relationship with them as people will go to them to find out what it’s like to work at your company. If you maintain a good relationship with them then they’re more likely to say good things.

Watch the webinar in full below.

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