Within a given recruitment marketing strategy, you will be crafting and sharing a number of recruitment messages and content that aim to provide value to your overall recruiting performance. From your job ads, to your Career Site landing pages to your email campaigns, your organization will be interacting with candidates consistently through the messages you produce from a recruiting perspective.
And while job ads are the most talked about form of messaging that people talk about improving (and with good reason), it’s also important to focus on your other messaging as well and understand what the goal is for each new message you create.
When you think of the goals you are aiming for with your recruitment messaging, here are a few that I think you need to focus on and measure with recruitment metricsand web analytics:
Quality Conversion: When speaking for all your messaging and especially job ads, you’re main goal is to convert candidates into applicants. You want anyone who reads your messaging to ultimately apply. On top of that, you want to make sure that your messaging is getting the right candidates to apply. It’s fine if you are getting a lot of applicants but if most are not qualified then you back to square one. This is where source of hireand source of influence metrics come into play enabling you to see the messaging and sources that best influence a qualified candidate to apply.
Education: Not all messaging is built with conversion in mind, however. A lot of the information you’ll be including on your Career Siteis to educate candidates on what it’s like to work at your company and why your company is a great place to work. While you should still have calls to action and the ability to convert candidates that engage with this content, the main purpose is to educate readers on your organization and employment opportunities.
Mind Share: This content isn’t necessarily about conversion but more-so to keep candidates warm for when your organization has an opportunity that is a good fit. This content can be a few things from helpful targeted articles to educational content to industry news. The main purpose of this messaging is to keep your organization and opportunities top of mind with candidates so that you can convert them at a later date.
As you are creating your recruitment marketingmessaging, it’s important to keep in mind the ultimate goal of what you are crafting. While the end goal may always be converting applicants, different messaging should may have a different layout and tone depending on the actions you want candidates to take and the main purpose of the content.
Finally, no matter the content and messaging you are providing, it’s very important to track and measure the performance of every piece as it corresponds to your ultimate messaging goals for that specific content. This will help you identify the content that works the best so you can understand and create content that has a higher opportunity for success in the future.
Let me know your thoughts on Twitter @smashfly!