Since the value of employment branding grows over time, it’s critical that your efforts include some type of strategy for long term relationship management with passive candidates. A great brand will attract both active and passive seekers. Active seekers will apply to your job postings, and enter your hiring process. But what are you doing for the passive candidates. Whether they are unwilling to apply because they haven’t decided to move on from their current position, or because you don’t have any current openings that match their skills, that doesn’t mean they aren’t worth your time to engage.
Ideally, a well developed employment brand strategy will include activities geared toward attracting both the active and passive candidates. Active seekers can be attracted with traditional job posting advertisements and by posting jobs on your own website, and making them search engine optimized (you’d be shocked by how many job searches start in a Google search field). To catch the eye of passive seekers, it’s a good idea to be leveraging social media, developing advertising programs outside of the job board arena, and creating recruitment campaigns to targeted groups.
Drawing the seekers into a strong landing page that highlights the culture, benefits, and values of your organization is foundational to this process. What many companies tend to miss, however, is giving the visitors of that site multiple options for how to engage with you. At the very least, a landing page should include a simple and easy process for the visitor to apply to open jobs and a second process for those who wish to stay in touch or receive updates from you.
How do you manage this process? Any thoughts or ideas on best practices? Any lessons learned that you’re willing to share?