It is indeed a mess to stand out online as employer. Especially since the old fashioned thinking of “the more applications we get the better” is starting to become obsolete. When asking the larger organizations in the Nordic market it is clear that the emphasis is moving from believing attracting as many applications as possible being only a positive matter. 8 out of 10 believe it is more important to be able to handle the incoming applications, utilize its potential and truly being able to screen who suits your organization and not.
Since social media, your corporate website and thereby your entire digital strategy is becoming more important to maintain and grow a strong position and awareness to become employer of choice, employers face the difficulty to go from a “mass marketing approach and community building” into “target marketing approach and capitalizaing upon your community size and strength”. This means that organizations late relished the opportunity to stay tuned in with social media. Today most have understood that it is important to build relations with customers as well as potential and current employees online.
Facebook is dominant which is not a surprise to anyone these days, the video sites are growing most and Youtube can today pride themselves to be the second largest search engine online.
And the purpose is neither a surprise, that we want more traffic and yet more exposure in general. Here is however one of our greatest challenges, since we are used to handle the social media and also our websites content strategy in a way which would lure highest traffic, i.e. many applications, companies haven’t been as good to align their content and language the way it would be optimized for luring the right profile of talent, but rather for meeting important search key words criteria.
The goal of SEO (Search engine optimization) in itself is to lure traffic to your website and then as they are there, you need to have added content which speaks to the right target group. Actionable content which lures the right profile to -interact- with your portal and dig deeper and thus apply. The winning content strategy would rapidly make a mass of talents from the recruitment target group find your website but only lure the ideal to apply.
“Is that possible?” Yes it is.
What to do:
1. Know your Employer value proposition (EVP) and culture profile.
Firstly, know your employer value proposition and organizational profile from both a corporate and employee perspective. In Sweden, Jobla launched Jobbkultur which is a site where the employees themselves describe their employer’s view in a test and by them the inside perspective is brought forth. Benchmarking such data with a similar profile test made by the C-suite, provide you of both an organizations “today” and “targets”. Bench your company directly towards your competitors at Jobbkultur and see which parametres are unique for your organization, completely cost-free.
2. Know your talent’s digital behavior
Secondly, understand how talents act online. Which forums are they into, which RSS-feeds are they connected to, which magazines they read, which applications they follow and use actively, which keywords are mostly used in search engines etc. You need to do the mapping.
3. Employer positioning
Remember that some key words who are used more often may not be on par with your employer value proposition. Giving total control of content management to someone not knowing your EVP especially in regards to career information and job adverts, is not a good idea. Don’t use abbreviations or words which are never found in search engines but neither use the words which are used by anyone. It is about spotting the words which are used often and being on par with your EVP. Also, you need to do a full competitor benchmark and view the words and messaging they use in order to see a full view over their targeting and then decide what you want to do. One recommendation is often to choose some words which are industry important, and some others which are specific, it is once again tied to your EVP. Taking a position means standing out with something specific but yet being seen with the other actors as one of the “big boys”.
Spending money without understanding the results is so 90’s. You can’t launch a portal and optimize your content and believe it will be solid for the coming years. It is an alive project and if your digital strategy involves blogging, sharing articles and know-how and a community where users interact with you on Facebook, Twitter, Youtube, on your corporate website and more, you need to carefully review your comments not only for maintaining and building strong relations with your ideal talents and customers, but also out of a SEO perspective. Content is good, directed content is better. Remember that questions or comments on your blogs, even negative ones, does not mean a negative impact. Instead a well directed response in line with your EVP, mentioning your values and cultural profile, while professionally and friendly treating the users comment as he/she was a friend you truly cared for, the impact can be massively positive. Many companies today, are still worried about the comments and interaction rate at their media – Don’t be! Manage them!