A how-to guide to the best marketing tactics for attracting and retaining employees.
Whether you're a human resources manager, recruiter, or business owner, you know that finding the right person for the job is essential to the success of any organization. You can create a successful talent acquisition marketing strategy using the right tactics to bring in the best candidates for the job.
People are always asking me which marketing tactics work best. That depends on the goal, but when it comes to employee recruitment and retention, there are some good rules of thumb to follow. Let’s explore those now.
About Talent Acquisition Marketing
Talent acquisition marketing involves developing and executing strategies to acquire top talent within and outside the company. This can include utilizing word-of-mouth referrals, running targeted advertisements, creating content that reflects the company culture, initiating employer branding projects, or using social media platforms like LinkedIn or Facebook to engage with job seekers.
What’s Working In Talent Acquisition Marketing
I conducted a straw poll of Revel account managers and asked them which talent acquisition marketing tactics have delivered the best results. We started with a list of twenty or so of the most common tactics and ranked which were the most effective. We then tallied the votes and came up with an average.
Here’s the list in descending order:
10. Employee Swag
Who doesn’t like free stuff? Branded company swag is a great way to show appreciation to current employees, create a deeper bond with the company, and foster a sense of camaraderie. Successful employee swag programs offer meaningful rewards that employees can use daily. Consider setting up an online company store with logo jackets, hats, t-shirts, gift cards, electronics, and even vacation packages and giving employees credit towards purchasing items, making them free or low cost. Employee swag also allows employees to promote the corporate brand when they are out in the community.
9. Internal Posters
Many companies have referral programs to incentivize employees to refer their friends and family to join the company. Some of the best advertising happens inside a company’s walls. Internal posters can be used to promote employee referral programs, which are a powerful method for attracting new talent. By displaying posters in break rooms, cafeterias, and other staff areas, companies can communicate their culture, list open positions, and give potential employees an overview of benefits and perks. They can also be used to advertise upcoming job fairs or recruitment events.
8. Geo-targeted Digital Ads
Geo-targeted digital ads are digital advertising campaigns directed toward a specific geographical location or group of locations with tailored messaging. Recruiters use geo-targeted digital ads to reach local job candidates and promote openings in a specific area. These ads can be used to target customers on search engine results pages, social media, websites, and other digital channels.
7. Employer Review Sites
Employer review sites provide an online platform for employees to share their experiences and opinions about a company or employer. These sites allow employees to rate employers on elements such as salary, benefits, work-life balance, job security, and more. Employer review sites are designed to give job seekers and current employees an insight into an employer’s reputation and culture. Employer review sites such as Glassdoor, Indeed, and Comparably, as well as social networks like Facebook, are essential tools for monitoring feedback and showcasing the company’s brand.
Billboards create brand recognition, build awareness, and reach a broad audience quickly and cost-effectively. To make a successful billboard, it needs to stand out. Create a catchy headline and memorable website address so applicants can easily find you. When designing a billboard, keep the copy short and sweet (no more than 6-7 words). Additionally, include an engaging theme to give potential applicants a glimpse into your company. Looking to create a billboard that gets job candidates talking? Stop leading with your hourly rate and think twice before using that next exclamation point.
5. Community Sponsorships
Community sponsorships garner respect and earn a good reputation in the community through giving. Sponsoring a Little League team, donating to a local food bank, and providing scholarships present an opportunity to align with causes the company is passionate about. When you give back, your brand becomes synonymous with generosity. You’ll have a leg up on your competition when employees are choosing between you and another company because you’ll be the more trustworthy option or the one with the most goodwill.
4. Social Media Posts
According to SHRM, 84% of companies use social media in recruiting, and CareerArc discovered that 86% of job seekers look for new jobs on social networks. Companies can leverage their social media accounts on Facebook, LinkedIn, Instagram, Twitter, etc., by creating organic (free) posts to advertise current openings, share company culture posts and videos, highlight employee success stories, and interact with job seekers. This can help engage potential candidates and give them an idea of what it's like to work at the company. By reaching out to qualified candidates on their preferred platform, companies have a greater chance of finding the right fit for their team. Additionally, employee advocacy programs encourage employees to share their experiences and promote the company’s brand on social media.
3. Why Work Here Video
Videos are used in employee recruiting to show potential candidates the company's culture. By highlighting current employees and their work, applicants get a glimpse into what it's like to work for you. Additionally, videos can be used to provide an overview of the company's products and services to give potential employees a better understanding of the company's goals and objectives. Finally, videos can be used to demonstrate the company's commitment to diversity and inclusion and its commitment to providing a safe and supportive work environment.
2. Social Media Ads
Paid social media ads are a proven tactic for attracting job candidates, sharing job postings, promoting open positions, and highlighting a company's culture. Social ads can reach a highly targeted audience by specifying demographics, location, and behavioral interests. Companies may also use social media ads to target potential job candidates who may or may not follow their pages based on their interests, skills, and location. Additionally, companies can use social media ads to engage with potential job candidates by answering questions and responding to comments.
1. Careers Page
A top-notch careers page was the hands-down winner for the top talent acquisition marketing tactic. And a recent LinkedIn study that found that the most effective talent branding tools are company websites backs up that ranking. A careers page on a company website is a section that provides information about available job openings, including job descriptions, requirements, and application processes. A well-executed careers page starts with an overarching theme that includes headline, tagline, and visuals that differentiate one company from another. It highlights a company's culture and showcases your benefits. Finally, it's easy to navigate and has clear calls to action, such as “Apply Now.” How important is a well-designed careers page? A study by Appcast shows that about 95% of candidates who click on a job ad don’t follow through to complete the application. Following these tips for your careers page will improve the odds of bucking that trend.
To recap, the top 10 talent acquisition marketing tactics are:
- Careers Page
- Social Media Ads
- Why Work Here Video
- Social Media Posts
- Community Sponsorships
- Employer Review Sites
- Geo-targeted Digital Ads
- Internal Posters
- Employee Swag
Talent acquisition marketing is an effective way to reach and engage potential candidates. By utilizing the ten tactics outlined here, businesses can improve recruitment efforts, attract the right talent, and ultimately create a successful and lasting workforce.