Yves Pilet Consultancy
Employer brand management
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How you can entice potential employees in your recruitment funnel

Due to the tighter labour market, it is important that organisations have their employer brand strength in order. If they do not, it will be difficult to hit their KPIs as employees will start to work for their competitors. In the construction sector in the Netherlands - and ICT for over a decade  - this is playing an increasingly important role. But it is also becoming increasingly difficult to find staff in healthcare and catering sectors.

Now, how do you start building a strong employer brand? In addition to being known as a good employer with a distinctive EVP, it is important to build a solid talent pipeline. In other words, you need to build your recruitment funnel from awareness, to leads, to employees, so that the right potential employees choose for you.

By connecting with your target groups that fit your organisation, you're not there just yet. If doesn't mean that once you found your target group, they choose to work for you. You will have to use different communication channels to lure them in to your organisation. To make things even more difficult, potential talent isn't always found via your career site. They stumble into tough points like blogs, social media, career events and other communication expressions. The trick is to capture potential candidates that fit your organization in any case digitally once they've been able to find you. This requires a flexible tool that should be easy to integrate into your digital statements in order to create a relevant digital footprint.

Let's start with your career site. On this site you do not want to immediately present the visitor with the vacancies, since they - especially if they are in the awareness phase - want to know what kind of a company represent and, even more important, what it's like to work at your organisation. It is therefore important to communicate your company culture first and consequently your current vacancies. Dutch supermarket chain Lidl does this in an excellent way:



Work at Lidl (Dutch supermarket chain)

Source: YouTube


Next, you want your visitors to get a taste of your organisation via your career site or via other digital channels where you are looking for talent, to get a sense of what your company culture entails. An excellent way to do this is to publish a short quiz with questions, in which you, as an employer, pack the core values into questions presented to the visitor. In other words, you are going to see if the potential candidate fits your cultural values. Research shows that the more an employee feels connected to a company, the higher their engagement, the higher their productivity and ultimately the more loyal of the customers of an organisation.

Okay, I can hear you thinking "Well said Yves, but how do I make this happen?". Major employers immediately address this is a smart way. Just think of Heineken who launched an online game last year with their 'Go Places campaign' in which they gauge whether their annual 17,000 applicants are compatible with Heineken and their management trainee program. Okay, that does require a substantial budget, but there are less expensive ways to entice talent into your recruitment funnel.


Heineken Go Places Campaign

Source: YouTube


Personally I am a big supporter of Interact: a handy online tool where you can build quizzes, giveaways and polls in no time. Advantages of this tool are:

  • Quizzes are simple, short and fun. Visitors are more likely to give their e-mail address in exchange for the results than in the case of a downloadable document. And e-mail address means leads which mean potential employees to fill your vacancies.
  • Sharing quizzes is simple because they can be integrated into sites and social media. And the best thing is that you do not have to be an IT nerd to do it. You can simply do it yourself by cutting and pasting the source code into your site and presto, you're good to go.
  • If a visitor does not follow up on the results, the employer can because he's able to connect via email. Interact can therefore also be used to alert potential employees for future vacancies within your company.

    The tool should be used in the right phase of the recruitment funnel. To build up your recruitment funnel, you can use interactions as follows:
     
  • Determine what your EVP and associated core values re (eg 'ambitious').
  • Come up with some relevant questions that are linked to your core values ('Do you just finish the last job just before the weekend or opt for a drink with colleagues?')
  • On the basis of the results, an applicant can be asked to view relevant vacancies, upload his resume and profile or be invited for an interview.
  • Placing your quiz on your career site, social media or on different landing pages that are linked to ads on social media.
     


Example of an Interact quiz

careerquiz.png

Source: Interact
 


Remember, the moment of insert a quiz into the recruitment funnel requires you to define in what stage a potential employee is in. Usually a digital funnel looks something like this:

digital_funnel.png

Source: Pilet

 

In the second phase, convert, it is important to convert all visitors (in this case potential employees) you've attracted through blogs, keywords and posts on social media to the most important phase: the sale (in this case a potential to get the employee to apply for a position within your organization). To trick is to entice the potential candidate into the next step, so by using a tool like Interact is extremely suitable: in a simple way, a quiz can be integrated into every desired page (in a blog, social post, landing pages or your career site). A potential employee can immediately see if he fits the company. And even if he fits the company, but for whatever reason he does not apply immediately, the employer has a lead at all times he can follow up on for any future vacancies. All in all a convenient way to go through the digital funnel for recruitment online.

To ensure that potential employees go through this digital funnel just that much better, it is important for an employer to have a strong employer brand. This requires more than just a good tool like a quiz. It requires a thorough cooperation between HR, Corporate Communications and management in combination with a long-term vision, in which people within the organisation play a central role. The Blue Print method is extremely suitable for building a powerful employer brand. If you want to know more about employer branding or the Blue Print methodology, read my book Boost Your Employer Brand.

 

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