First things first – What to communicate?
Do you remember the old days? The days when you got trend reports telling of certain topics you ‘must’ be talking about with your preferred talents? Consultants from various firms came yelling about how you must have an equality agenda, diversity agenda or a message highlighting you as an employer having environmental concern and dedication.
Let’s bury the illusion!
Now it’s clearer than ever that it was never about being “good for everyone” or telling the things that “people expect you to say”. How will you stand out in a mass of employers all telling the same or a similar message? And most importantly – would it be true?
Let’s not deny it, you must be telling attractive things to relevant people. But those making attractive things up instead of telling your real story will have a tough wake up call as their preferred talents choose recruitment competitors ahead of you.
Things to remember:
- You are not for everyone
- You are attractive
- You must be relevant
To begin with: You are not for everyone. Just because you are an employer for Oil & Drilling engineers and professionals, doesn’t mean you are relevant to all the people working in that industry or looking to do so. Certain people are looking for a company culture similar to yours, for an employer offering or career platform similar to yours, or a personal adventure or way of working similar to your company. Some of those looking for that will have the skill set, the ambition and the necessary personal attributes for your organization. Those are who you are for.
To continue: You are attractive. You already have employees. Among them you have long time loyal ones, those who openly and proudly act like a brand ambassador for your organization. That is a sign of you being attractive already. You have stories. You have a past, a present and a future. Interpreting what that looks like, creating content out of that and using that in your communications plan for all your preferred channels is key. There is no need to be seen with every topic considered attractive. It is about you choosing the topics most relevant for your preferred talents and true along your present brand.
To conclude: You must be relevant. When communicating: Don’t put a general talent experience out there. Why invest so much money in defining your EVP if you are going to expose yourself generally? When you have the chance to be tailored and specific, take it. When you know who you are for and what is considered relevant to those people, create a unique experience and information piece for those talents so that they will find only what they care about. Have you ever went to a website of a company you were very interested in, not found directly what you sought and then left? I am sure your answer is “Yes.”. Doesn’t that say it all? Despite you going to a channel, and when doing that the channel must be idea for you in the first place, you often find yourself leaving without taking an action. This is a horrible waste and lowers your ROI significantly.Being relevant means telling attractive things to relevant people. It also means telling relevant things to attractive people – for you.
Reaching the right people – at scale!
1. Your need: Let’s talk branding. Let’s talk attracting talent. For real. It always start with your organization. What needs do you have and where are you heading? It might sound very basic but it always starts there and a surprising amount of companies forget the fact that social media should be regarded like any other strategic source of your talent acquisition, marketing or communications. There is no difference in that respect. Your need should be quantitative and if the HR-organization doesn’t know, involve your line managers in that work as soon as possible. This need and your target needs to be clearly defined.
Example: “We have a hiring need of 1000 mechanical engineers for the coming year. Approximately 60% of those are to be hired already in Q2 while the rest are evenly spread out. We have a weak brand with this group as we’ve been unsuccessful to make this group look at our job adverts as much as other groups. The preferred skill sets of these professionals are: <Enter skill 1> and <Enter skill 2>. We are also looking primarily for people with a wish to work in Northern Africa but their nationality doesn’t matter.”
2. Plan Per Target: Make a tailored plan per target group. It should involve what we believe you need to do in order to reach your goals with every single target group. This plan should involve both primary and supportive activities. The primary activities are solutions you need in place with your preferred channels in order to reach success. If you want a solution at LinkedIn then communicate your defined need to your LinkedIn strategist and ask for a plan per target group. The supportive activities are those that will help your primary activities take off and to fully capitalize on your advantages.
In short: Make a plan helping you reach your corporate goals instead of a plan looking only of how to raise the amount of impressions of an advertisement. The latter is so 2009. LinkedIn strategists help you with this, so that you’ll know the exact road map ahead for every target.
3. Communication Plan: Along with the discussion at the beginning of this blog post, you’ll need to know what is attractive and relevant for your various target groups. Content is key. Having a platform and a solution is the basis, but your brand and your message is what is going to be the major determinant on the impression you’ll have on your ideal talents. If you know your EVP and you know your target groups and your need, then don’t hesitate to reach out to a LinkedIn strategist. We have in depth data on what content and offerings that talents mostly engage with and take interest into. If in line with your EVP, then it could very well be a gold mine to exploit.
4. Execute & Follow Up: Execute on the plan and always follow up with every single part of your solution to see what works best. Adjustments are important and there is no plan that doesn’t need a little shaking up along the way.
Reaching the right people – at scale!
Remember that great results with your target groups always derive from great planning and execution. One of the most common questions we get at LinkedIn is: “How do we raise engagement on our communications?” My answer to this always is: “It always derives from your reach to and strength of brand with a relevant audience.”
In short: Going to back what I said in the beginning of this blog post, you are not for everyone. That said only a portion of your audience is going to engage with your content. The portion that are more interested in what you are about and therefore also your content, are far more likely to engage with your content. The strength of your brand and the quality of your content are also important factors of how much they will engage with you.
Therefore there are some important factors you need to take into consideration when communicating your EVP, build a strong brand and ready talent to choose you as employer of choice:
- How large portion of relevant people visit your career hub?
- How large portion will re-visit you and keep eyes open for actual information?
- How large portion will engage and help you spread the word to relevant people?
A while ago companies saw growing with followers as a key success factor. And yes, of course it is. But not just any follower. Preferably you grow with the right people, those that are in line with your target groups and targets. Those are the ones that will ensure your success.
Here two various numbers are very important to take into consideration. Partly, how many of those seeking your career hub out, being of the right target groups and partly how large your total access to every specific target group is. The first number will tell how relevant your communications are and the second will tell how likely you are to find relevant talent for specific vacancies quickly as the need arises.
The re-visitors are those who favor your brand and who keep eyes open for exciting opportunities. Whether it’s a social media channel, your website or any other channel doesn’t matter. I highly advice you to measure this, since it is a strong measurement of how top of mind you are and if you’re ahead or after your recruitment competitors. At LinkedIn we build a follower base and those who are interested in your brand will surely opt for being part of that said base.
Last but not least the engagement and as said one of the most common questions is how it can be raised. And as said my answer is: “It always derives from your reach to and strength of brand with a relevant audience.”
Let’s be direct: If you have a large access to a specific target group among your total follower base, there is a much higher chance that relevant people take part of your messaging.
Let’s be direct again: The stronger your brand is, the more likely these relevant people will engage with you.
At LinkedIn all Plan per targets are in line with this. We help you build a world class employer brand, strategically grow with the right target groups and to raise engagement with those.
If you have any questions please feel free to reach out.