Top Social Recruiting Conversion Ideas You Can Use Right Now.
HR ideas…from Jeffery Giesener – CEO – SourceMob.com
- Understand Your Candidate
Enable the opportunity for your candidate to personalize their content and have this relevant content distributed to the social and mobile channel of their choosing.
Ask your candidate what and where they want to hear from you. HR marketing and social conversations are simply moving past one-size-fits-all. Instead of applying yesterday’s database technology, analyzing click stream data, or making candidate job recommendations based on clicks, why not simply ask your candidate to personalize the content and engagement they want from you?
The next step is to place the content when and where they want it into any web, Talent Community or social and mobile platform. At SourceMob our technology platform not only personalizes the candidate search and apply experience for you, it also enables your Talent Acquisition team to provide candidates with social engagement and conversation in every one of your HR marketing channels. This is why we have been successful filling jobs faster with niche highly-valued candidates. We also lower recruiting costs by more than 50 percent of traditional recruiting. This is happening for every one of our clients and we will do the same for your business too.
- Make all of your career web and social landing pages candidate-centric and clearly relevant – WFIM (what is in it for your candidate)
Make your career and social pages work hard for your users…
How many clicks does it take to find something on your favorite site? How frustrated did it make you when you wanted to find and buy something but struggled? What did you do: stay or leave? Now when you searched for something on Google did you get to the store you wanted? How quickly, and when you got there, did you get to the product you wanted? How fast?
When you did, did you click on a pay-per-click (PPC) link (usually the top one or two links that pop up on Google when you search) or did you go below the fold and click on a SEO (non-paid link on Google) link? If your Career website is like the research suggests, your job search, PPC and SEO program is failing on all accounts.
Simply run your own test… all you have to do to experience this for yourself is to see how many clicks to an apply. Start by using a keyword phrase on Google. Pick your hard-to-fill job. Time how long it takes for you to find the job of your interest. Was it easy or did you lose your patience? Did you find the apply process simple? How was it on your mobile phone? How easy was it for a mobile apply? Retest this too.
- Consistency Is Key
Traffic that comes from outside channels like social media will convert better if consistent messaging is maintained throughout the apply and hiring cycle. A job campaign or advertisement that initially drives traffic to your career website should be reflected not just on the career landing page, but also on each page that the visitor sees until they apply to your Applicant Tracking System (ATS). If you don’t have an ATS, there are still many ways to show this consistently through your career site.
This doesn’t mean a site makeover. Instead, the message simply needs to echo the messaging that caught the candidate’s attention in the first place.
- Test, Test, Test
To know if a Career site is truly compelling, HR brands must constantly test it to ensure that content is presented in a manner that resonates with candidates to produce optimum results. Businesses should test for sticking points (places causing candidate defection) and optimize the choice of messaging, design of buttons, layout of forms and display of positive reinforcements like trust seals and privacy assurances. Even a small improvement at each stage of the process will pay big dividends. How do you know? You must have a good third-party social analytics platform. Analytic platform like Google Analytics just won’t tell the whole story. They are good for ecommerce, but not for HR marketing.
Smart HR marketers will establish a culture of testing. By making use of solid, factual and unemotional testing, sourcing pros and their HR brands can increase creativity, experimentation and lower recruiting costs. A culture of testing in which decisions are data-driven is the best posture from which to meet marketing challenges.
To learn more about how SourceMob and I can assist with building your HR brand, social, web, HR marketing and mobile recruiting platform simply call me at 952-417-6955, email me at email@example.com or learn more by attending our next series of Webinars. See our Webinar Educational Events section on SourceMob.com http://sourcemob.com/events/
ABOUT SOURCEMOB: SourceMob integrates Internet, social, talent community and mobile recruiting solutions to help talent acquisition professionals recruit the very best candidates for tough-to-fill positions. SourceMob’s IT, Analytics and HR Media Services distributes job content and conversations providing a job posting springboard to over 3.5 million candidate profiles on Facebook, LinkedIn, Twitter, Google+ and all of the major search engines. We help you engage with your candidates and capture niche Passive candidates. Our solutions also enable Mobile Quick Apply and candidate application management services to create efficiencies and lower recruiting costs.
Looking forward to hearing from you,