With free Indeed job postings going away for staffing and recruiting firms, you may wonder how you’ll attract, engage and convert qualified job seekers. We’re here to help! We’ve created an eBook for surviving “Indeedmageddon” – and thriving in the coming “new normal.”
Today, I’m continuing my 7-post series based on this ebook. Each post is dedicated to a specific recruiting strategy your firm can use to manage the loss of free job posts on Indeed.
If you missed any of these earlier installments, click the link to read the full post:
Strategy 5: Employment Branding
Option 1: Awards and local visibility
Companies like Google and Facebook don’t have to spend much on recruitment marketing. Why? Because top talent comes to them. While your employment brand may never be able to match the world’s leading tech companies, you can do a lot to be better known…and have a better reputation in your market.
Here are a few ideas to improve your employment brand:
- Win awards for being a best place to work in your local market or industry.
- Win Inavero’s Best of Staffing Client and Best of Staffing Talent awards.
- Get more active in your local community – participating in civic, social and professional events.
- Improve your local visibility through:
- Outdoor advertising.
- Branded advertisements on local websites.
- Branded advertisements in mobile apps.
- Short-format TV and radio commercials.
- Providing your candidates with T-shirts and other apparel to wear at work.
- Giving your temps their own business cards.
- Paying to have an employee’s car wrapped with your branding – give them a stipend toward their car payment as a thank you for turning their car into a mobile billboard.
Option 2: Reputation management
Do you have a proactive strategy to build positive reviews on Google, Glassdoor, Facebook, Indeed and other sites? If not, the reviews you’re most likely to get are from the candidates you would never place.
With social reviews, anything less than a 3-star average is deadly to your brand. For every star you get on Glassdoor, your application rate will increase. Here’s the data from the 2018 TA Tech conference:
- Less than 2 stars = 4 percent application rate
- 2-3 stars = 5 percent
- 3-4 stars = 6 percent
- 4-5 stars = 7 percent
With a proactive approach to reputation management, you:
- Use software to invite every candidate to provide feedback.
- Gather testimonials from the people who love you (and ask them to leave an online review).
- Try to keep the complainers from going online to leave a bad review.
Over time, a strategic approach to managing your online reputation will help you garner more positive reviews and build your employment brand.
Option 3: PR
Press releases can be an effective way to build your brand, show off your capabilities and improve SEO. From a recruiting standpoint, you need to create newsworthy stories—not pitch job openings.
PR can be used to:
- Promote job fairs.
- Show off awards you’ve won.
- Announce a new office or recruiting center opening.
- Tell inspiring stories about people you’ve placed.
- Promote the community service your team has performed.
PR is not a quick fix for that 5 p.m. Friday job order, but it should be an integral part of a long-term content marketing and SEO strategy.
Option 4: Brand ambassadors
How many temps do you have on assignment right now? Dozens? Hundreds? Thousands? And are those people actively engaged in your recruiting process?
If you answered “no,” you’re not alone. Most staffing companies do little to involve their field employees in their recruiting efforts. While you don’t want your temps actively soliciting people while they are on the job, you can certainly make them brand ambassadors.
As a brand ambassador, their role is to:
- Wear company-branded apparel on the job.
- Share company blog posts and jobs on social media.
- Write reviews about your company on social review sites.
- Spread the word by sharing food or promotional items with others at work.
- Educate people about the benefits of working as a temporary – and specifically, working through your firm.
- Celebrate events for your workforce like birthdays, service anniversaries and promotions.
- Actively solicit referrals and encourage others to do the same.
Your brand ambassadors should be your top field associates, and you can reward them with cash compensation or non-cash incentives like time off, preferred access to your best jobs and company swag.
Up Next: Improving the Candidate Experience
In my next post, I’ll share ideas for improving your CX by acting as a talent agent, improving candidate communication, and more. But if you don’t want to wait for the post to publish, you can download the full, FREE eBook: “Indeedmageddon? Strategies to help staffing and recruiting firms prepare for the loss of free job posts” here.