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Engage Badly At Your Recruiting Peril!
Today’s online world is both multi-channel and multi-device. We’re accessing the digital world more than ever – in many different ways – and this will only increase. From silver surfers to web savvy millennials, every talent demographic is engaging in multiple channels – and this shift is not going to slow down.
With more and more relevance and impact coming from millennials in today’s global economy. You need to know how to connect and convert with this engagement, when appropriate, at both an employer brand and job specific level.
Use Multi-Channel Communication/Marketing – with clear goals
Generally speaking, this term refers to the practice of using a wide variety of digital platforms and user viewing devices to distribute your message, job advertisement or article – with the goal of building traffic to your careers pages or increasing viral sharing of your content (or capturing person specific data for your mailing list).
One targeted campaign may include a base message, article, career video or job advertisement – which is then sent through these multiple channels (with the presentation per channel tweaked slightly for each channel output to suit the goal objective you want to get from that channel).
For example, sending a brand message to an FB community page could be used to grow your following and viral shares about your employer brand. Or distributing an email offer, job advertisement or thought-provoking white paper can grow your talent capture and referrals.
The key is to have clear goals and the research to confirm you are using the right channels and messaging; to achieve your aims.
Make the Talent visitor experience easy
Researching your employer brand or career information must be simple and straightforward. Wherever the audience sees your message, job or video, you must make it easy for them to view (on any device) – giving them quick access through tools/buttons that let them share, like, follow, recommend, opt-in, as well as providing them with clear links to your main digital web areas and ‘who you are’.
Remember, not everyone who first sees your message will always know who you are (unless you are a truly global brand).
Give your targeted Talent visitors a full multimedia experience
Millennials love multi-media. Cool images are great but video content is their bag. They play video games on their phones, share clips across many social channels and expect every digital place they visit to present to them in a way they like to receive information.
With improved bandwidth download speeds – HD level screen resolutions on mobiles and mobile operator bundles packaged to offer them better and better data download deals – you need to get on this train now, before you are left in the station.
Your content and creative goals should be unique to you – but many organisations tend to come up with the same stuff; and this is where your viewers will get turned off. Try to be different both in what you offer for viewing and how you present it to them. The days of posting 10 “what it’s like working in our company in my job” videos and 10 “we have a great corporate and social responsibility” videos on a page in your career’s site is not going to cut it with the needs and sophistication of a millennial audience.
Mix it up – fun animations, job descriptions by an actual job holder for every job posted on the web, raw handmade video posts by employees at social / charity events or conferences; and the occasional corporate messaging. Don’t give them hype – they won’t fall for it.
Offer the right kind of interaction with your content as this will encourage engagement
Millennials ARE connected, whether you connect to them or not. They like it this way and, unlike the other “Gens”, they were born in this digital age. They have had an FB account before they had their first girlfriend or boyfriend, they were collaborating on their homework assignments before you had your first Intranet service.
So use this desire to connect to your advantage. Make sure that there are no barriers for them to get over when you are distributing your messages; make sure that they can connect your content to their social places – or share/comment on your offer/message.
Use / Offer free stuff they will value
Talent of any age loves free stuff, so long as it has a perceived value – and millennials are no different. In fact millennials expect it and understand the trade off between getting something useful to them and doing something useful for you (Your Company/Brand).
Think about what you can offer that your audience might value. Look to be different not another “How to Prep for an interview PDF” – be creative and match the value of what you are trying to achieve as a goal to the value you offer as an incentive to take action.
Asking them for three friends who can do the job you are promoting for a chance of a free interview preparation guide will not do it for you!
The Talent marketplace has always evolved. There was a time when the fax was a ‘breakthrough innovation’ in communicating with prospect talent – but today, as we move deeper into the 21st century, we are working in a different league altogether. The winners or losers in any race; be that for customers to sell to or the best talent to offer careers to will not be decided by having extraordinary products or incredible employer value.
It is all about the ability to communicate the right message to the right target audience, at the right time, in the right channels that suit them. So make sure your talent acquisition and employer brand communication goals are optimised for today’s multi-channel digital world.
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