Ensure Your Media Strategy Is Meeting Candidates Where They’re At

John Farelli
January 10 ․ 6 min read

Media StrategyIf you build it, they might not come. Let’s let that sink in. 

The truth is, job advertising is the biggest portion of your recruiting budget. To make the most of it, you may have overhauled — among other things — your career website. That’s great — and important. However, if the goal for 2019 is to maintain the status quo, your earlier efforts may be for naught. Rather than propel you to win the talent war, a failing media strategy may cause you fall behind in the talent wars and actually put your hiring plans at risk. 

It’s important to not only be aware of — and be on the cusp of — this year’s job advertising trends. With 2019 here, it’s time to explore and understand recruitment marketing channels you may not be thinking of. After all, strategic media planning can help you reallocate your budget to better performing strategies while streamlining and simplifying the process overall. 

It starts with leveraging your media, with the goal of driving candidates into your experience. That includes passive, quality job seekers who need nurturing. Once you drive them into the funnel, you can remarket to them so they take action. 

Enter the importance of a sound media strategy. You need to talk to the right people in the right way. Technology is extremely important at this stage since it empowers you with portable, relevant data that can be applied to your career website — and beyond. It lets you zero in on right-fit talent when you remarket, too — including for niche markets with the goal of attracting quality talent. 

Of course, as essential as quality tech is, you need a partner who goes beyond that. One who knows your brand inside and out. One who will dig deep and finds innovative ways to meet people where they’re at — even when there’s no technology involved. (Spoiler alert: Symphony Talent is that partner.) 

Say you’ve identified a local church as a treasure trove of talent. Your media partner needs to be willing to try new things, and to encourage you to do the same. That may mean putting an ad in that church bulletin, later working tech-powered media magic alongside. 

Our client, Ecolab, comes to mind as a case in point. As the global leader in water, hygiene and energy technology and services, it needed to bring its media into the modern day. While it once featured rigid, inflexible media contracts with a lack of analytics to shape its hiring strategy, Ecolab switched to Workday and enlisted M-Cloud to achieve flexible, automated media optimization. By using programmatic media to inform decision-making, its recruiters had more bandwidth, its budget was transparent and efficiently allocated, and its globalized contracts were centralized — and decided upon — based on performance. 

When it came to its brand recognition, Ecolab could be called the biggest name you’ve never heard of. Given issues of perception, job seekers were not necessarily aware of the company, nor did they think of applying to the cross-section of jobs that needed to be filled. That was a problem. 

So, we helped shape — and effectively tell — its brand story while rethinking its career site. Now, Ecolab tells its story through employees eyes, offers personalization, and utilizes enhanced job descriptions to boost awareness and obtain valuable data from potential candidates. Then, it serves them automated, relevant content to engage, nurture and convert targeted audiences, effectively dropping them further into the funnel so hiring is an attainable goal. 

I there’s one thing we’ve learned, it’s that brand and technology are incredibly intertwined. As a company, we know what makes people tick and we hit the ground running. Able to understand at the core who you are and where you sit, we have the expertise to tie everything we do to technology in ways that see results. 

Learn more about trends and our approach by joining our webinar, “Leap Ahead or Fall Behind: 2019 Job Advertising Trends Not to Miss” on January 24 at 2 p.m. ET with Lori Sylvia, CEO, Rally Recruitment Marketing, and stay tuned for my second blog in this series. I’ll delve deeper into the interconnectedness of your employer brand, the technology that enables you to get that message out and ways to win the talent war in 2019.