Why digital marketing is essential to highlight attractive benefit packages

Getting recruitment right is essential for the long-term success of your business. Finding the right hires and ensuring that you retain your best talent is the foundation of building a team that will genuinely benefit your business. And in today’s jobs market, it is very much up to businesses to show high-performing candidates that this is the right place for them to work, and what benefits they can offer to their employees. 

In fact, whether it is enhanced health care packages or better pay, understanding what the current trends are, and what ranks as the most sought after benefit packages is a key factor for employers to address in 2023. 

Clearly one of the most effective ways that you can do this is by showing off the benefits package that your company offers for those joining and staying with the business. You might not realize, however, that many of the tools and strategies that you use for digital marketing can be extremely effective in showing off these benefits packages. 

In this article, we will take a look at how to use digital marketing techniques to highlight your business’ benefits package and bring the best quality recruits to your door. 

Highlighting your careers page and your health policies

It can’t be denied that one of the most important ways that you can highlight a great benefits package is through your company’s own web pages. For example, on your own site, you have complete freedom to manage what goes on the landing page and how it is presented to the candidates. 

“Think of candidates as customers to be won over and use that mindset when writing your job descriptions and designing your careers page, you’re already one step ahead,” says Allie Kelly, from Employ Inc. “Get candidates excited about working for you, tell them why you’re better than other employers and why working for your company is the better decision.”

As companies are prioritizing the health and wellness of their workforce, make sure this is obvious to any potential candidate viewing your web pages. Signpost site visitors to let them know what your competitive benefit packages are as this is an attractive hook in for applicants. Showcase any up-to-date health policies and highlight your ongoing commitment to safeguarding mental health, as these are benefits that really matter to today’s employees.

Utilizing social media

It is certainly the case that social media is one of your strongest tools when it comes to recruiting via digital marketing methods. Social media not only allows you to get recruitment posts out into the world, but it also gives candidates the opportunity to share details with each other. Finding out that workplaces offer great benefits can be a huge advantage here. 

“We make use of all of the relevant social channels when recruiting for new staff,” says Mike Knivett, Managing Director of SEO agency Artemis. “It makes sense to get as much exposure for the roles as possible, and it lets a potential candidate know about the compensation packages we offer”. 

It is important to make sure you’re choosing the right social media channels. Of course, LinkedIn is the obvious choice, but don’t forget the power of other options such as Facebook, Twitter, and Instagram. 

Creating targeted ad campaigns

Just as social media offers you the chance to post whatever you want to your channels, you can also use them very effectively for ad campaigns. While your social media campaigns will only have the reach to whoever follows you, ad campaigns can be targeted at much larger groups of people to help you find the candidates you are looking for.

“If there are fun or unique perks to working at your company, like a gym for employee use, free coffee, opportunities for professional growth, or company outings, highlight these to get people excited about working for your company” explains Dominique Bohler, writing for Vye. “Showing off your company culture is bound to draw in the attention of like-minded candidates who would fit in perfectly with your company.”

Harnessing the power of video

Don’t forget that video can be an extremely powerful tool in recruitment. While it is true that the majority of job seekers will be more used to written job adverts, it is becoming more common that companies will use video job advertisements. 

Given that video is now by far the most searched and viewed content on the internet, it makes a lot of sense to utilize it for job applications. 

Improving the candidate experience

The candidate experience is an all-encompassing term taking in the process of recruiting from the perspective of a candidate. It relates to issues such as how easy it was to apply for the job, the quality of communication between the company and the candidate, and how well the candidate felt treated by the company. At every stage, there are digital processes that can help, such as: 

• Smoothing over the candidate’s recruitment pathway
• Improving the candidates joining and onboarding experience
• Managing the internal operations of new candidates
• Providing additional support
• Administering a company’s benefit package that is delivered to every employee

You might be surprised, however, to find out that the candidate’s experience can have a huge impact on how someone feels about taking a job. Almost half of all jobseekers (49%) in the technology field say that they have turned down a job due to poor candidate experience. This shows that companies need to be doing more to ensure they have a positive candidate experience.

Read more: Unlocking the full potential of digital health benefits for employees

The digital side of recruitment certainly has a role to play in improving the candidate experience. For example, communication can be improved if it is offered over a broader range of channels such as via email or social media platforms.