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Online job seekers and online shoppers have a lot in common
Both conduct research before making a decision or getting in contact.
They are both influenced by friends, family, and online reviews. User generated content is trusted 70% more than marketing copy, which includes job ads.
In both cases, those promoting products, services, and job ads need qualified inbound leads. When making a purchasing decision, online shoppers engage with 18 pieces of content throughout the buyer journey. Google’s research on the Zero Moment Of Truth (ZMOT) theory helped dispel the idea that the last piece of content caused a conversion (known as last click attribution).
For recruiters, the big “online decision-making moment” is when a candidate starts to fill out an application. However, we should remember that applications and carts both get abandoned. An unfinished application is a worthless metric, compared to a resume on file, so let’s make the moment an application is sent the end of the buyer’s journey.
Working backward from the application, let’s consider assets you can optimize along this buyers journey.
The online application length and time: Keep it short, but not too short
Research shows that adverts between 4,000 – 5,000 characters generate an application rate of 15% (compared to 6.7% for those shorter and longer). Ideally these should take the applicant no more than 5 minutes to fill out, which results in a 250% application increase.
User-Generated Content
This isn’t something you can control, unfortunately; at least not like content or other forms of digital marketing.
But you can influence these as much as any retailer. If your staff are or were happy then, you can trust they will speak well of your company online.
Even the most stringent social media policies don’t cover staff after they leave, which means new hires could get an impression of your working environment from social media and Glassdoor, where staff can write reviews of their employers.
In the hospitality industry, which is affected more than most by online reviews, the best practice is to highlight the good and respond quickly and politely to the bad.
Content & Social
Employee branding marketing and recruitment efforts should be tied into other digital campaigns, to leverage the strengths of both.
With consumer brands, customers could take an interest in a job ad. With B2B brands, those who work in your sector should be aware of your advertising and content already. Strengthen this with an employee referral program at every level, and then you can multiply the number of content touchpoints designed to engage and influence potential new recruits.
Key Takeaways:
- Support job ads with content marketing and social media.
- Keep job applications to 5 minutes, with no more than 5,000 characters for adverts.
- Be aware of user-generated-content from current and former employees.
- Encourage employees to be aware of talent pipeline needs; reward accordingly.
Social Paul
A recruiter who knows how to convert talent by using various tactics on Social Media. Follow Paul here! If you are interested to learn more about Candarine contact us today!
