How to market your company to attract top talent

Use consumer marketing techniques such as content marketing, SEO, email and social recruitment to attract top talent to your team

Have you thought about how your company looks to those searching for a new role? If whether your career site is enticing enough to turn a job seeker into a candidate?

With the need to hire the best talent, companies are competing when it comes to recruiting. By using consumer marketing methods to attract the right talent, companies are treating candidates like customers that need to be engaged with and sold to. The job itself is now the product.

"Recruitment IS marketing. If you’re a recruiter nowadays and you don’t see yourself as a marketer, you’re in the wrong profession."

Matthew Jeffrey, Global Head of Sourcing and Employment Brand at SAP

A positive candidate experience matters

78% of candidates say that the overall candidate experience is an indicator of how a company values its people. A great candidate experience can start on your career site if you market your company in the right way. It’s a positive step to see that 82% of hiring managers say they view the candidate experience as very or extremely important. 

How hiring teams use marketing techniques to attract the best applicants

Below are just a few marketing techniques you can use to attract the best talent:

1. Content

77% of job seekers go to company websites to look for jobs. The content on your career site needs to be engaging enough to make candidates stay and want to apply. Keeping it personal, including examples of company culture and having an easy application process are some of the ways you can build a compelling career page that candidates will love.

2. SEO

Over 30 percent of Google searches are related to job hunting, which is exactly why good SEO is important in helping you be seen by the right candidates. Identifying relevant keywords and implementing them on your career site will help you attract the right candidates. It also shows them that your company is the right fit

3. Marketing emails

How many times have you had the difficult decision of deciding between 2 very qualified candidates? Just because 1 candidate isn’t the best fit right now, that’s not to say that they won’t be in the future. Keeping in contact with your candidate pool means keeping in contact with quality candidates. It also makes the candidate experience a lot more personal and positive, meaning previous candidates are more likely to apply in the future or refer people in their networks. 

4. Nurturing candidates through social recruiting

80% of the workforce consists of passive job seekers. Social media is one of the best places to nurture passive job seekers. It provides a medium to show off your company’s work culture and current campaigns, allowing candidates to identify how they will fit into the company and what they can expect if they decide to apply for a role.

Think of other companies as your competition, and use these consumer marketing methods to attract the best talent out there! 

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