Having a defined — not to mention compelling — employer brand is critical, but how you activate your employer brand is every bit as important. Media — specifically strategic media planning — plays a key part in activating that employer brand, helping you effectively allocate your budget to performing outlets, while driving passive and active candidates into your experience. That includes those who need nurturing. Once you drive them into the funnel, you can remarket to them and prompt them to take action.
As I’m putting the finishing touches on my upcoming webinar for October 17 - “The Winning Team: 5 Keys To An Impactful Candidate Experience,” I‘m thinking about how a best-in-class candidate experience has its own internal “omnichannel” structure.
If you think about it, your candidates are “consumers” of career opportunities. They want to connect with employers the same way they do with their favorite brands. And, just like consumers, candidates are very much in the driver's seat. If they have a bad experience interacting with your company, they’ll take their “business” elsewhere.
Guest Post by Bill Boorman, #tru Conference Founder & Managing Director at Recruiting Daily
Remember the good old days of print media buying, or the halcyon days of the dot-com boom, when buying advertising was simple? You found the publication or the location you liked the look of, you chose the position on the page (or the page view), paid the best price you could get, and then sat and waited. In the days of print media circulation was validated, counted and certificated. Whilst you couldn’t guarantee everyone would look at your ad, let alone Like at any time, the choices were reasonably limited and the decisions were quite easy. You chose what you thought would work best based on your opinion, your track record and a fancy media pack that validated the circulation, which you hoped would convert to eyes, and then you waited.
Key Insights from our March 14th Webinar, Mastering Key Consumer Marketing Tactics for Talent Acquisition
Talking about creating a consistently amazing, flat-out awesome candidate experience is one thing, making it happen across every channel where you engage talent is an entirely new ballgame leaving talent leaders asking themselves: Where do I even begin?