Hiring Employees through Digital Marketing


Published: June 4, 2018 Author: Jason Holicky - Hometown Design Studio Inc.
Hiring Employees through Digital Marketing

It’s rare these days to find someone scouring the Help Wanted section of the local newspaper, red marker in hand, hoping to land their dream job. Many prospective employees will still check the paper periodically, but most adults in the U.S. have turned to the web during their most recent search for a position. 

If you want to land top talent for your open positions, digital marketing can get you there. Here’s what you need to know.

Start With Your Website
Your company’s website should serve as a “home base” for your recruiting efforts and it should be working hard to help you attract new talent. Your company should, at minimum, have a page dedicated to recruitment. This page should be focused on inspiring excitement for your positions by talking about your company culture, vision, and things that set you apart from the competition, while also listing current openings.

Many digital job descriptions still use templates used by newspapers: cram as much info as possible in the fewest number of words. However, this is an outdated format that was based on the price per word or per column inch to publish. 

Your website doesn’t charge you by the inch so get detailed! Go beyond education requirements and salary expectations and talk about what it’s like to have that job. Lastly, make sure there are easy ways to submit a digital resume for all open positions.

Drawing in Talent Traffic
Once the recruiting section of your website is ready, it’s time to start bringing in traffic. One of the best places to do this is on social media because you can reach passive and active candidates while also promoting your company culture.

Most social media sites will allow you to see a candidate’s history on their profile pages, including previous employers and education. Some sites will even let you take a look at a person’s hobbies and interests while also getting a glimpse into their personal lives.

  • Start with LinkedIn. There’s a reason this site is considered the go-to location for connecting employers and candidates online and there are more than 11 million jobs currently listed.

    To make the most of your LinkedIn brand page to attract candidates, make sure it is fully completed. Job searchers will look here to see what your company is all about, so give them what they want!

    While searching for possible candidates, make use of LinkedIn’s filters such as location, years of experience, and other factors so you get good results. When you do reach out to a potential candidate, make sure to send a personalized note that mentions why you think that person would be a good fit.

  • Consider Other Social Sites. Social media sites like Facebook and Instagram might not be the best place for directly recruiting candidates, but they can be just right for raising awareness and promoting your company culture. They are also great places to get an idea of who the person behind the resume might be. 

    Don’t forget about smaller networks and forums where clusters of like-minded professionals are talking. For example, Quora is a site where users can ask just about any question. Start answering questions that relate to your industry. Or, check forum sites like Reddit or Warrior Forum to see if there are conversations to join.

    When participating on these social sites, consider the atmosphere when building a profile. For example, Facebook business sites do well with a generalized business page and individuals who participate in conversations. On forum sites, however, you might do better with an ambassador from your company creating his or her own profile.

  • Try PPC. For big companies with ongoing recruitment efforts, you may be able to capture search traffic from organic SEO efforts alone. For everyone else, the time necessary to gain traction from organic search may not fit your hiring needs. In those cases, a targeted PPC campaign can help you get the attention of job seekers who turn to Google to begin their job search. 

    Along with targeting job titles, you can also attract people who are looking for salary information or typical requirements for specific positions as those searches usually indicate a candidate on the market.

Maintaining Your Presence
Your digital presence shouldn’t end once a hire is made. As your company grows or your employment needs change, you shouldn’t be starting from scratch with each new position. Plus, your customers might be interested in what it’s like working for your company so maintaining a strong digital presence in this area is important even if you have no current openings. When you keep recruitment in mind as you develop all your digital assets, it will be easier and more effective to ramp up when it’s time to start collecting resumes. 

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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