Is your recruitment marketing failing to attract the right candidates?

If your company is struggling to fill job openings, you might want to take a closer look at your recruitment marketing strategy. These days, candidates are more discerning than ever before, and they’re not going to apply for a job unless the company’s employer value proposition (EVP) is compelling. In other words, if you want to attract the best candidates, you need to sell them on your company just like you would sell any other product or service.

Why now?

The current labor market is compelling talent leaders to rethink recruitment marketing. This is because the job market is extremely competitive right now, despite big layoffs in certain industries. Candidates have a lot of choices when it comes to where they want to work. In order to attract the best and brightest candidates, companies need to have an attractive EVP.

Candidates are looking for companies that offer opportunities for growth, a good work/life balance, and a strong company culture. If your recruitment marketing strategy isn’t addressing these factors, let alone giving candidates a glimpse of something better than their current job, you’re going to have a hard time attracting top talent.

It’s important to remember that candidates are evaluating your company just as much as you’re evaluating them. So make sure that your recruitment marketing materials are up to par and showcase what makes your company unique.

Here are a few ways to get started.

Craft a compelling message

The first step is to craft a compelling message that speaks to candidates’ needs and desires. What are they looking for in a new job? What can your company offer them that they can’t find anywhere else? If you can answer these questions, you’re well on your way to creating an EVP that will attract top talent.

However, it’s not enough to simply have a great EVP; you also need to sell it. The best way to do this is by creating recruiting materials that are truly engaging and inspirational. Content should be well-written and visually appealing, stir emotions, and make candidates want to learn more about your company. In other words, it should be just as attention-grabbing as any other marketing campaign.

Make it more human

Another mistake companies make is failing to humanize their EVP. When people make such an important decision as changing jobs, they want to know that the company they’re applying to cares about them. They want reassurance that they’ll be happy in their new role and that their voices will be heard. This is where strong employer branding comes in.

Your employer brand should reflect your values as a company and give candidates a glimpse of what it’s like to work for you. It should be clear, consistent, and authentic, conveying who you are as an organization and what makes you unique. Most importantly, it should be human. Only then will candidates be able to connect with your EVP on a personal level and see themselves working for your company in the future.

AI, machine learning, and efficient hiring technologies are worthless if HR and recruiters cannot project an appealing EVP or humanize the job opportunities they are trying to fill.

Here’s how to rethink recruitment outreach for a more human brand

Here are a few recommendations we’ve found helpful when re-architecting your recruitment marketing outreach.

1. Evaluate current recruitment marketing efforts against these key points.

It’s important for companies to evaluate their current recruitment marketing efforts against the key points listed in order to ensure that they are reaching potential candidates in the most effective way possible. One way to do this is by creating scorecards to analyze your candidate journey and the content with which they come into contact. Of course, it’s not just about the content itself, but also the visual design, the devices and channels in which they’re viewing the content, and the experience they have while going through that candidate funnel. What metrics are important? What serve as mere proxies, and what are the things you actually want to know. Then you can begin to take note of what’s working and what’s not.

2. Take note of what’s working well and areas of improvement within current outreach.

When it comes to assessing what’s working and not working in your recruitment marketing, it’s important to take a holistic approach. Evaluate all aspects of your strategy, from the  Between catching up with industry pals and listening to our keynote speakers, we hope you have time to explore everything the city has to offer. content you’re publishing to the way you’re reaching candidates. This will give you a clear picture of what’s working and what needs improvement.

If you’re having trouble getting candidates to respond to your recruitment materials, for example, then you may need to rethink your approach. Maybe the content isn’t appealing enough or it’s not being marketed in the right places. Alternatively, you may need to focus on improving your employer brand so that candidates can see what it’s like to work for you. Whatever the case may be, make sure to stay agile and constantly adapt your strategy based on the feedback you’re receiving.

The bottom line is that recruitment marketing is a continuous process. You never stop trying to attract top talent, and you should always be looking for ways to improve your strategy. So if you’re not getting the results you want, don’t be afraid to make changes. It may take some time, but eventually you’ll find the right formula that works for your company.

3. Create more personalized messages delivered across various channels.

It’s no secret that in order to attract top talent, companies need to have a strong employer brand. However, many businesses make the mistake of thinking that this only involves creating recruitment materials that are truly engaging and inspiring. While this is important, it’s not the only thing you need to do in order to connect with potential employees on a personal level.

Another key factor is developing a technological infrastructure on the backend that can support the brilliant creative on the front end of the candidate journey. You need both.

A very simple way to establish the technological bookend is sending personalized messages across various channels. This means taking the time to get to know candidates on an individual basis and addressing them by name whenever possible. It also means tailoring content specifically for them, making sure that it speaks to their needs and desires.

A more complex way to do that is to integrate personalization into every aspect of the candidate journey once they’re in your system. That’s a much more difficult path, but an innovative vendor can handle both ends, soup to nuts.

4. Design campaigns that are timely and relevant per open position.

When it comes to designing recruitment marketing campaigns, it’s important to remember that they need to be timely and relevant per open position. This means tailoring your content specifically for each role that you’re trying to fill, making sure that it speaks to the needs and desires of the candidates you’re targeting.

One way to do this is by using social media platforms like LinkedIn, Twitter, and Facebook. These sites offer a great way to target specific candidates and connect with them on a personal level. You can also use email marketing as another way to reach potential employees, sending them tailored content that speaks to their interests and desires.

In addition, don’t forget about good old-fashioned snail mail. While it may not be as popular as it once was, it can still be an effective way to reach potential candidates. By sending them a personalized letter along with your recruitment materials, you’ll show them that you’re serious about finding the best possible fit for both them and your company.

5. Increase employee touchpoints along the candidate journey.

Your word as a recruiter is one thing. But unless it’s corroborated by other employees already working within the company, it may not hold as much weight. This is why reviews on sites like Glassdoor or even Reddit are so crucial. Innovative recruitment marketing programs have figured out ways to get current-employee input into the candidate journey.

One way to do this is by featuring stories from current employees about how your company has helped them grow and develop in their careers. These stories should be relatable and inspiring so that candidates can see themselves in the same position. You can also use video testimonials or even create an employee brand book that showcases your company culture and values. Whatever medium you choose, make sure your EVP is front and center so that potential candidates can see what sets you apart from other employers.

6. Use data and analytics to improve the performance of campaigns.

One of the best ways to improve the performance of your recruitment marketing campaigns is by using data and analytics. By tracking the performance of your campaigns, you can see what’s working and what’s not, and make the necessary changes to improve results.

This information can be invaluable in helping you to target potential employees more effectively. It can also help you to fine-tune your messaging so that it’s more in line with what candidates are looking for.

Using data and analytics is a great way to keep your recruitment marketing efforts on track and ensure that you’re getting the best possible return on investment. By making small tweaks based on the information you collect, you can dramatically improve the performance of your campaigns and find the right candidates for your company.

Related: An employer’s guide to hiring in today’s shifting labor market

Attracting top talent is essential for any business that wants to stay competitive in today’s market. If your company is struggling to fill job openings, it might be time to rethink your recruitment marketing strategy, starting with your EVP. Keep the above points in mind as you evaluate your current efforts so that you can make changes accordingly and better sell your employer value. Only then will you be able to connect with candidates on a personal level and convince them that your company is the right place for them.

Kermit Randa is CEO and board member at Symphony Talent.