5 Simple Ways to Engage your Candidates

Posted on Updated on

I’m a big believer in video content {she says as she types away!} and recently there have been two very pertinent videos from Social Talent and TruLondon with Bill Boorman which you can view below.

The content of these video are basically talking about candidate engagement and reflecting a true and accurate Employer Brand and cultural insight when engaging with candidates.

I’ve worked with a number of businesses locally and internationally on their Employee Value Proposition (EVP) ~ the WHY employees work there and WHY potential employees would want to work there, as well as their employer brand.   As technology gives us more and more access points to great talent in the market, whether that be through boolean searching, LinkedIn or any other social network, the game is changing.

I can see who has jobs that I might be interested in, and even when I get approaches about jobs, very rarely do people talk about culture and EVP’s of the organisations they represent.

The question I have is do they know what their EVP is and how to communicate it in an effective way?

The other question is, do recruiters start the discussion about culture fit early or is that left till the last interview?

So lets take a look at 5 ways you can engage candidates both before they become applicants as well as when they are going through the recruitment process.

1) Career site Collateralemployer brand

I love being a little nosey and seeing inside different organisations.  I love it when I have a meeting and walk into a reception area and survey my surroundings.  I’m interested to see how I’ll be greeted, what information may be sitting on the side tables and what branding an organisation has around it’s offices.   I’m sure I’m not the only person.   In todays day and age, we have so many tools at our disposal.

Video, imaging, information that we can share about our organisation in a place where candidates can take a look and see what it’s like to walk through our offices.   I also think that we underestimate the impact that this can have on a candidate’s initial interest and engagement in the organisations.    Your career site should be in the top three sourcing channels for any organisation.  It’s the place where potential applicants will go to check out what you’re doing, what you’re about and make a decision whether they think this organisation is right for them.  So the question is, have you invested anything into ensuring it reflects your organisation in the right way? Or is it just a click-through link with a list of jobs and may the companies values?

2) Case studies and storytellingstory

From the age of one most of us love stories.  We love to understand what happened along the way.  Storytelling can be also be one of your companies strongest assets. Why? because it proves that what you are saying is true.  There are people in your organization that are living out the experiences that you say your organisation offers.   We’ve used stories to show a client’s commitment to career progression, how they support diversity {you can see a truly powerful Deloitte diversity video here}, how the CEO interacts with the business and so much more.

Using stories allows you to humanise your brand in a relatable way ~ use it, don’t ignore amazing stories you could be sharing.  I’ll take a great authentic story of what it’s been like for an individual in your company over corporate marketing lines any day.

3) Talent pool Newsletters newsletter

So you’ve taken the time to identify candidates that you believe are right for your organisation.  They have skills, competencies and experience that you’re looking for.  So you segment them off into a Talent pool and…………… you leave them there for however long until you have the right job or someone remembers that they are sitting there.

The candidate doesn’t know they are in a talent pool, they don’t know that you think they are great for your business and they have no idea about what your organisation is doing 6 months down the track  – Brilliant!

The purpose of CRM strategies for Talent pools is to build the employer branding, share your stories and develop the engagement with candidates that you believe are right for your business.  Also telling them that you think this is key as well.   Let’s imagine for a moment that you’ve either been approached or you’ve applied for a role.    Something happens and the role doesn’t go ahead, but the recruiter says to you –

“Jo, we think that you’re skills, experience and motivations are aligned with what we are looking for in our business.  Now we don’t have a role right now for you but I would love to add you to our Talent pool.  What that means is that we communicate on a quarterly basis with a few select candidates that we want to continue to develop a relationship with.  The information that we email out to you will share information on what the business is up to, it may have videos, project updates, what’s happening around our corporate and social responsibility and we’ll share a bit about our culture.  Hopefully this ensures that we’re kept front of mind with high calibre candidates such as yourself and hopefully when an opportunity comes along you’ll have a much clearer understand of what we are about and it can help you make the decision as to whether this is right place for you in the future. ”

Simple. Easy. Straightforward. Engaging.

Who is going to say no to that?  I’m not spamming you.  I’m not sending you and update every day/week/month.  I’ll communicate with you and you can contact me if you see anything that takes your fancy re opportunities with us and we’ll do the same.  If a recruiter said this to me, I’d be impressed.  Just that gesture alone would set them apart.

4) Talent Communitiesgoogle plus

If you have the resource then talent communities are a great way to spread the net a little wider and share your employer brand and EVP to a bigger audience.  It also means that they can actively share your content with their communities and networks.   A number of 3rd party sites are have been around for the past 1-2 years include TalentCircles, Ascendify and AvatureCRM.  These can be used as an additional tool to your ATS and usually integrate with your existing systems.    One that I’m loving is Google+.  Goolge+ has the ability to build free communities that can be restricted to the candidates and people who you want to have in there, it has video capability as well as the usual social connect sharing capabilities.   Here’s are 2 quick video on setting up Google+ communities general & for Talent communities

5) Networking ~ social and face to face

meetup logoNothing replaces talking to people.  I could write a whole post just on this one heading, but the tip I’m going to give you today is to go to networking events your candidates are at, engage with them on social channels in a real and authentic way…meaning don’t just post links but have conversations!  and if you have recruitment social channels then it’s important to get your recruitment team to let EVERY  SINGLE CANDIDATE THAT THEY SPEAK TO KNOW ABOUT YOUR SOCIAL CHANNELS AND WHAT INFORMATION THEY WILL GET IF THEY FOLLOW IT.   I find it amazing when people say a social channel didn’t work but never actually told anyone about it.

Engagement is 70% of the battle.  You can find candidates, you can present them to your business but if they are not interested in your business it’s all a bit of a waste – so spend time thinking about what your message and engagement strategy in the market will be over the next 6-12 months and measure the impact as you go.

Social Talent – SourceCon Video on candidate engagement

TruDublin video on Candidate Engagement

One thought on “5 Simple Ways to Engage your Candidates

    […] this in mind take it a little step further and include staff testimonials. Got nothing to hide? Link to Glassdoor.com and let your employees do the talking for you. Least of […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s