According to talent trends report 2019 by Randstad Sourceright, the scarcity of talents is one of the biggest problems for organizations in the future. But even today most organization face challenges in recruiting the best talent and resources needed. 81% of the companies surveyed in an earlier report by Randstad Sourceright said that talent scarcity would affect their business performance in the next 12 months and that 40% of human capital leaders plan to increase their spending on employer branding in the same period. Therefore, the attraction of top tier talent calls for digital employer branding, as the most reliable strategic approach to recruitment.
Know your Brand and its unique Situation/Problem
Top tier talent will not only have the skills set needed to execute the job requirements, but will also share the company’s mission, vision, and objectives, among others. This is important because existing customers and your prospective employees are likely to trust what your employees say about your company over your brand ads. They often become your employer brand ambassadors. If you get it right at this stage, you can be confident you are headed in the right direction.
The starting point for finding appropriate solutions through social media is to know and understand your situation and the nature of your challenges. Try to address these 3 questions:
Who is your target audience of talent (Candidate Persona)?
What social media platforms does your target audience of talent use?
And do you have a presence on those channels?
A case in point is that of Deloitte’s HR operations in the Netherlands, where social media penetration is the most advanced in the world. Deloitte had a hiring target of 1000 people, but only 10% of the workforce of the Netherlands was looking for employment. What strategy would Deloitte HR employ to compete against all other employers in the country for top talent?
With reference to Deloitte’s case study, there is need to recognize that recruitment has shifted more towards internet marketing, content marketing and management, and building traffic to your website or career pages. Your company’s strategy should be tailored to this shift.
Know Your Prospective Candidate Persona and Target Market Segmentation
A study by Gallup found out that 60% of the millennial workforce was open to different job opportunities. In fact, they were likely to change jobs 4 times before they even reached 32 years of age. Knowing who your prospective employees are, their likes and preferences is key to attracting and maintaining great talent. Some of their wants in a job may include- flexibility, career security, appreciation, opportunities, and innovation for growth among others. Digital employer branding will enable you to reach to their level and engage with them which is critical if you want to gain a in deep level of knowledge about them.
Deloitte had three segments for prospective employees: Students, young professionals, and established professionals. Engaging with students even before they graduate ensures longevity in the HR hiring strategy.
Build an employee centric website with social media integration
A strong career website is a key interface for prospective employees, and it is beneficial when establishing a unique and digital employer branding given the high rate of social media presence among job seekers. Deloitte, for instance, built a great career website that was completely independent of their corporate website. Its integration with a content management system, social media platforms, geolocation on a google map that enables prospective employees to see where the jobs are, as well as a contact form was a game changer!
Make sure you keep these points in perspective when it comes to your career website and social media integration:
The icons linking to your corporate social media accounts should appear in your main or a secondary navigation menu.
The links should work properly and open the correct profiles.
Your career website should link to social media channels that are actively managed.
A dynamic career website with a human touch/visual storytelling
Animations, very clear and nice designs that are easy to navigate and appealing to the eye should be included for great interfaces. Videos are hot for marketing and would increase the impact of digital employer branding. Recruiters’ should have their profiles on social media platforms to create communities for better talent sourcing. Live chats with your potential talented recruits can also help enhance a human touch which is necessary when digitalizing your employer branding.
Use Personalized Content
Did you know that 74% of visitors feel frustrated whenever they engage with content that is not personalized? 75% of your prospective top talent employees who are your customers will more likely respond to a company that recognizes them by name. Try and develop rich media content for LinkedIn, Twitter and Facebook, projecting a personable and professional tone to better connect with candidates. The personalized content should be informative, up-to-date, interesting and authoritative for a positive digital employer branding experience.
You can promote specific job vacancies to highly relevant candidates through job outreach on LinkedIn, targeting expert and niche groups.
Leverage your current employee base
An integrated social media strategy that includes your current employees could ensure measurable improvements and returns from social media channels. Netherlands Deloitte, for instance, employed the following:
Asking employees to blog and tweet about what they do for the organization and how they feel about it.
Running HR informative campaigns and asking employees to participate for a prize and this helped in generating great traffic to their website. Deloitte got 15,500 views in just under 5 weeks.
You can encourage your employees to use a branded hashtag that represents your employer brand on Instagram or share original photos/videos of daily life and special events at your company, or even use Instagram’s Stories feature. With Twitter, you can use a branded hashtag to connect employees, promote your brand, share what life is like at your company, and also for job alerts. Further, Facebook could be used to engage with potential candidates and LinkedIn to source experienced professionals. On the other hand, YouTube could help distribute the positive employee testimonials.
Google analytics, analytics.twitter.com, Instagram Insights, and Page Insights are some of the great tools for measuring traffic. These tools will help you know where your traffic is coming from and therefore be able to invest in the sources that candidates are frequenting the most for example- it can be your website, Twitter, Facebook, Instagram or LinkedIn. For Deloitte, 234% of their traffic was from social media. This came with a bonus-low cost of recruiting!
In case you have a profile on review sites like Glassdoor, kununu or InHerSight; make sure that you monitor feedback so you can be sure that your employer branding message aligns with what others think of it.
Building a Great Employer Brand
According to a study performed by LinkedIn, a company with 10,000 employees and a weak employer brand could pay as much as 4 million pounds in additional wages to acquire workers. Therefore, the inclusion of various online marketing tactics and social media channels in supporting the recruitment team is beneficial when it comes to digital employer branding and with the above information, a great employer brand could be achieved.
Driving Talent Strategy In Today’s Digital Age
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