Recruiting Strategies (3 of 5): What does your company need to do?

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With more and more businesses having grand openings and re-openings, more jobs are opening up. They’re plenty of ways to make sure candidates pick your job, over somebody else.

What does your company need to do?

In this 5-part series, I share all the tips and tricks of what steps companies should take.

Define Your Employee Value Proposition (EVP)

Clearly define your “Why?” – all the reasons why someone would want to work for you now.

  • Why would talent choose your company over anyone else?
  • Include people working as temps as well as potential candidates outside the staffing industry.

Collect Data

Determine the pay rates and types of jobs at which applications start flowing for your industry and market. Here’s a sample from a Haley Marketing Client:

Summer 2020

·       $12-$14/hour jobs: 45% decrease in conversion and application costs increased by 62%

·       $15-$16/hour jobs: 27% decrease in conversion and application costs increased by 20%

·       $17/hour jobs: 25% increase in conversion and application costs decreased by 33%

 

March 2021

·       March 5-15: 26 applies, $4.32 CPA, 13% conversion

·       March 16-24: 9 applies, $10.26 CPA, 6.5% conversion

·       March 25-31: 12 applies, $11.08 CPA, 9% conversion

 

Wage Analysis/Comparison

$12-$17/hour jobs

·       March 1-10: 102 apps, $6.38 CPA, 8.8% conversion (102 postings)

·       March 11-31: 105 apps, $13.99 CPA, 4.9% conversion (109 postings)

 

$18+/hour jobs

·       March 1-10: 29 apps, $9.09 CPA, 6.7% conversion (12 postings)

·       March 11-31: 57 apps, $11.00 CPA, 6.1% conversion (19 postings)

 

Sales Strategies

Get more creative to make yourself valuable to employers to gain more clients, get more job orders from existing clients and fill open positions faster.

  • Go after desirable employers more aggressively – 
offer incentives to win over these clients.
  • Get permission to use clients’ names in job advertising.
  • Use market data to show clients the need to increase pay rates and show the implication of low pay rates.
  • Consider working with clients to increase pay rates but reduce the markup.

Reach out to competitors

  • Find opportunities for partnering.
  • Band together to promote staffing as a job option.

Work with every client to make jobs more desirable:

  • Compensation and benefits
  • Schedule flexibility
  • Remote work opportunities
  • Temp-to-hire opportunities
  • Incentive pay (sign-on bonus, assignment completion, quality of work bonus)
  • Paid training

Train Recruiters

The more effective your recruiters are, the better for your business, your clients and the recruiters’ compensation. Teach them how to:

  • Write better job postings
  • Maximize social media
    • Build personal networks
    • Share content
    • Create a personal brand that supports the company and their careers
  • Regularly ask for referrals
  • Work with clients to expand the talent pool
    • Push harder to identify desired versus truly required skills
    • Discuss placing people with transferrable skills
    • Creative work options (split shifts, off-hours work, remote work)

Get Found

It doesn’t matter how exceptional your service is or how compelling your EVP if you can’t garner employer and job seeker attention. Get in front of prospects with:

  • Job advertisements
    • Increase volume (advertise more jobs)
    • Increase distribution to more job sites (free and paid) and social media
  • Referrals
    • Get more current and former employees to become referral sources
    • Build networks of other referrals sources (trade schools, churches)
  • Digital marketing
    • SEO (continually improve website and inbound links)
    • PPC (Google, Bing, and social advertisements)
    • Social media (better content, more sharing)
    • Online reviews
  • In the real world
    • Print, media, and out-of-home advertising
    • Job fairs
    • Remote recruiting locations
    • Community service
    • Branded apparel for temporary workers
    • Business cards for temporary workers

Be More Engaging

The best way to get candidates working with you is to demonstrate that your staffing firm is great to work with. Humanize your company and your recruiters by being authentic and showing yourself as a resource for job seekers.

  • Create and curate great content
    • Jobs (promote best clients and top-paying jobs)
    • Stories (convey your culture)
    • Provide good education (articles, blogs, video, social graphics)
    • Humor / entertainment (convey personality with content shared)
  • Leverage hashtags and user tagging to get more people involved with content shared
  • Use more channels of distribution (email, mail, text, social)

Improve Conversion

Getting people to your website is great, but you’ve got to get them to take action once they get there. The goal is to get people into jobs, not just get them to enjoy your delightful website.

  • Optimize conversion paths on the website
  • Review exit pages and test changes to increase response
  • Add more Calls to Action to website (on every page!)
  • Provide different CTAs (buttons, text, images, fly-ins, pop-ups)
  • Simplify forms
  • Give people a reason to act now (incentives, create urgency)
  • Re-engage site visitors (retargeting ads, marketing automation)

Re-Engage Talent

Your best source of candidates may be right in your database. Connecting is often just a matter of timing. If you weren’t able to place someone previously, they might have found a job on their own or taken themselves off the market. If you reach out now, you may find them coming off another assignment, unhappy in their job, or ready to get back to work.

  • Candidate automation (SENSE and Herefish)
  • Other marketing automation (ActiveCampaign, HubSpot)
  • Email and texting
  • Picking up the phone and calling

Didn’t catch part 2?

Don’t worry! We got you. Check out what you can do better when recruiting. 

Up Next: Recruiting Strategies: What can you do on your own?

Our next blog discusses the strategies you can do on your own when it comes to recruiting.

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