The COVID-19 pandemic has upended business practices all over the world, changing how and where people work, a historic wave of disruption across global labor markets.
As the U.S. and other industrialized nations emerge from months of economic stagnation caused by preventative public health measures, demand for labor continues to skyrocket—sparking concerning labor shortages keenly felt in the hospitality and service industries, a major player in Florida’s economy.
That doesn’t mean businesses in challenging industries should just throw up their hands and concede defeat, but it also doesn’t mean they should rely upon the same recruitment efforts that worked under normal circumstances.
Companies in these industries need to think of potential employees as customers, not consumable resources. Employers need to develop digital marketing strategies that attract workers in a similar fashion to how they attract consumers.
Curate the Job Seeker’s Journey with SMART Goals
When businesses seek to attract new customers, they often think about their goals and objectives, target audience, consumer online experience and sales funnels. In doing this, organizations are able to identify opportunities to improve the consumer journey. They are able to make investments in channel strategies and creative content that engages the consumer, moving them to act.
The same thinking should be applied to attracting new talent to your business.
All good marketing plans begin by identifying a target objective or outcome. When marketing to consumers you might identify a target sales objective for instance. It’s no different when you market your job openings to job seekers.
It’s critical that you start by identifying a SMART Goal: One that is Specific, Measurable, Achievable, Realistic, and Timely. Undertaking this exercise when marketing your job openings will allow you to identify strategies and tactics that are laser-focused on finding the right applicants.
Choose Proper Digital Marketing Channels
It’s especially critical to stay true to your SMART goals when considering digital marketing tactics to achieve your objectives.
These days, there are many novel digital marketing channels to leverage—from influencers to podcasts—and while all have their place in the digital marketing ecosystem, not all are right for your specific needs. Choose your spots wisely.
Understand Your Target Audience’s Behavior
For employers, the first step in reaching prospective employees is to identify your target audience.
Where do your targets search for jobs? How do they encounter job postings? Are they continuously online? What kind of tech do they typically adopt? In what ways, at what times, are they engaging and consuming content?
Understanding the demographics and psychographics of your target audience affords valuable insights that could lead employers to consider alternatives to traditional job boards—sites like Indeed or Glassdoor. Marketing your job openings on platforms such as Instagram, or Facebook where site highly engaged users spend a great deal of time leads to an increase in candidate leads, generating concentrated awareness of your job openings with a targeted audience.
Optimize Your Website Experience
In addition to identifying the audience and leveraging novel channels in order to reach their target employee audience, employers should optimize the candidate experience on their website as well.
Many employers bury their job posting deep within their site with scant links available to would-be employees. Furthermore, the job descriptions and online applications often do a poor job of connecting the responsibilities of the role back to the products and values of the company in a transparent and tangible fashion.
Now, compare that experience to that of the consumer booking a hotel room.
A hotel’s booking engine makes it easy for the consumer to see different room types and compare amenities. This approach eases the buying process for the consumer and the same focus should be applied to the applicant experience on your website. Providing links from the job description to videos or other content on your site that accurately portrays the employee experience will keep the applicant engaged with your process and less likely to bounce from your application.
Leverage Both Paid and Owned Channels
Successful marketers pay careful attention to the sales funnel to ensure that in addition to creating awareness and preference, they also focus on conversion.
For employers facing the current labor shortage, this means leveraging multiple paid and owned channels in order to capture business and market share, all at the exact moment consumers are ready to purchase.
Consider that these channels include paid channels like paid search, or meta search listings like Google Hotel Ads or TripAdvisor. Owned channels can include email campaigns that traditionally personalize the message for each consumer based on how that particular consumer interacted with previous marketing or based on previous purchases. These consumer-based strategies can be adapted to attracting new hires as well.
For instance, by developing paid search campaigns that target keywords that align with your strengths as an employer you can jump to the top of the search results for job seekers. Similarly, you can leverage your CRM marketing skills to personalize email campaigns that engage applicants with messages and content that is relevant to their job search and positions they have viewed or applied to in the past. Both of these strategies can give you a leg up on the competition when applicants are serious about securing a new job.
How 321 Can Help Your Hiring Process
As the global labor market recovers from the coronavirus pandemic there will be inevitable disruption in the marketplace affecting the acquisition of both consumers and employees.
By adapting the goal setting, strategic approach and tactics that acquire customers, employers in labor-short industries can outmaneuver their competition and gain a competitive advantage in a difficult labor market as well. Partnership with an advertising agency that understands the digital landscape and can leverage data, platforms, and experience to solve these difficult challenges can set up your business for success in this new economic frontier.
To learn more about 321’s the Agency’s capabilities please visit https://321theagency.com/contact.