招聘营销自动化允许您在招聘流程中自动化和简化重复任务。有效的招聘营销自动化将帮助您的人力资源团队通过耗时的任务从他们的手中耗费时间来节省时间。

在重复性任务上节省时间将释放人员进行其他活动。例如,通过其他营销渠道促进职位开口。或者,也许他们将使用那个时间来完全不同的活动。

在招聘漏斗中,招聘营销活动将涵盖前三个阶段:意识,考虑和兴趣。

招聘营销自动化

Source:页面人

让我们看看这些阶段一:

  • Awareness:建立对职位开放或公司的认识。
  • Consideration:Get talent to think of you as a potential employer.
  • 兴趣:获得潜在的候选人申请职位空缺。

A lot of recruitment marketing activities revolve around sharing job listings across social networking sites. They also include posting job advertisements on boards and creating content to attract your ideal candidates.

这些招聘营销活动的自动化使您能够优化您的招聘营销努力。此外,它为您提供了专注于诸如雇主品牌建设和与候选人的沟通等其他事物的时间。这意味着贵公司可以吸引和招募更好的人才。

现在you know the importance of recruitment marketing automation. I’ll cover five steps you can take to automate your recruitment marketing.

1.自动执行申请人筛选

自动化申请人筛选过程并不是真正在招聘营销的范围内。在招聘漏斗中,它将是招聘过程的一部分。但是,有许多工具可以自动化您的申请人筛选,使您允许您自动化您的招聘营销活动。

There are recruitment marketing automation tools that can help you advertise job openings across multiple marketing channels. These include popular job boards and job websites like SimplyHired, GlassDoor, ApplyIQ, Recruit.net, amongst others.

当您自动化申请人筛选时,通常会加强您的招聘营销。由于申请人跟踪系统(ATS),申请人不需要等待太长时间以获得您的回复。简而言之,你给他们那种伟大的候选人经历。反过来,增强了您的雇主图像,这使您更容易,再次促进您的品牌到潜在的候选人,当时另一个职位空缺。

2.参与多个频道

订婚是您招聘营销成功的关键。什么时候你英格age potential candidates even when there’s no job vacancy available, you drum up interest in your employer brand and attract great talent.

与潜在的候选人,您需要创建suitable recruitment content. That content needs to be professionally edited. It’s important to use a suitable grammar checker to review your content. You then need to promote that content across multiple channels.

以下为伟大的招聘内容提供:

  • infographics.:Share a little bit about your company through engaging and organized visuals.
  • 测验:例如,张贴五个问题,这些问题将确定一个人是否适合贵公司。
  • 视频:为什么不发布关于您雇主品牌的视频?您也可以展示您的员工和您的公司文化。或者给他们一个办公室旅游。
  • 博客帖子:You can discuss employee initiatives, important events, and company milestones. The good thing about blog posts is they can boost your SEO, too!
  • 其他视觉效果:例如,您可以编译多个图像并创建幻灯片。

现在,你应该在哪里发布招聘内容?

Answer? When promoting your employer brand, you need to adopt an omnichannel approach. That’s because people, including potential candidates, do not limit themselves to a single platform online.

根据哈托伊特,至少98%的任何给定的社交媒体平台的用户也使用至少一个其他社交媒体平台。跨平台,还有很大的观众略有重叠。

Source:哈托伊特

此外,还有其他渠道特定专业人员“闲逛”。例如,如果您想雇用PHP开发人员,您将在堆栈溢出和reddit平台上查找它们。这两个平台都有强大的技术群体 - 娴熟的社区潜在的candidates.

In other words,你需要post interesting content about your company across all those platforms (for social media, LinkedIn is a good one).

由于招聘营销自动化,您可以在多个平台上运行招聘活动。社交媒体管理工具还可以帮助您安排在社交媒体上的内容发布。

通过自动化,您不需要花费太多时间手动完成相关的招聘营销任务。您可以花时间专注于招聘过程的其他方面。

3. Nurture Relationships with Prospects

不要只是搞人你没有互动。与那些已经对贵公司表达兴趣的人进行聘用。即使你没有积极招募,你也需要这样做。您希望确保您有一个人才库,所以当职位空缺确实可以使用时,很容易找到合格的候选人。

您可以通过与前景的关系来创建该人才池。您可以在各种频道上执行此操作。

统计数据显示,培养前景工作。根据Recruiting Daily那81% look favorably at companies that continuously communicate with them. That means when the time comes, they need to choose an employer. Once they do submit their applications, you’d be at the top of their list.

Before we get into how you cannurture prospects,让我们谈谈这些前景是谁。

These can be people who expressed an interest in the company by subscribing to your talent pool. They can be former applicants who never got the job. They can even be your former employees.

现在让我们谈谈如何培养他们。以下是两个常见方式:

  • 经营一场培育活动:向那些订阅网站上的人才池的人发送电子邮件序列。例如,第一封电子邮件可以是一个欢迎电子邮件,第二封电子邮件,即第三个活动邀请。该事件应具体到您的目标组。因此,如果您定位了技术毕业生,则该活动可能是Hackathon。下一封电子邮件可能是您的下一个求职广告。
  • 与前员工和申请人保持联系:永远不要烧桥。如果申请人没有到下一阶段招聘过程,这并不意味着他们不能再成为你的雇员。他们可能只是适合其他职位。或者如果打开相同的位置,则可以要求他们再次申请。您的前员工也是一个很好的潜在候选人(除非他们被解雇)。那是因为前雇员已经知道它是如何在公司工作的。

感谢您的可用工具,如这里,所有这些策略都可以(并且应该)自动化。

That email sequence can be triggered automatically as soon as prospects join your talent pool. You wouldn’t have to create an email for each prospect. You can also automatically send relevant company content to your former employees and applicants and send automated follow-ups.

4. Run Direct Outreach Campaign

当您有一份工作开放时,很重要的是广泛宣传职位。正如我之前提到的,通过社交媒体,职位和其他渠道发布开口是获得申请职位的好候选人的一种有效方式。

除了普通营销活动外,重要的是考虑直接外联和转诊营销。直接外展涉及您认为的消息传递候选人将根据他们的工作经验适合,以了解他们是否有兴趣申请该职位。你需要使用合适的电子邮件ID查找器收集他们的细节。

转介营销涉及要求为您行业人民提供合适的客户建议。

如果您选择自动招聘努力,有一些方法可以自动化其中一些流程。例如,有关LinkedIn的工具,允许您根据其在公司的职位基于个人和业务连接创建人员列表。然后,您可以向您的列表发送个性化邮件,要么询问他们是否会对您要填写的位置感兴趣,或者他们推荐合适的候选人。

直接外展可以成为找到合适候选人的直接方式。但是,您不需要尽可能遥远。只需通过相关经验创建来自行业内部的人员列表,可以成为目标招聘驱动器的良好起点。

5.分割您的潜在候选人

In traditional marketing, audience segmentation is critical to run personalized campaigns. The same is true in recruitment marketing.

If you want to craft more personalized messages that will get a potential candidate to take your desired action (in this case, apply for a job vacancy), you need to segment your potential candidates, too. Segmenting them can help you create more targeted messages because it helps you do three things: understand your potential candidates better, see who is receiving the appropriate content, and identify content gaps.

您还可以识别适当的渠道以实现它们。

For instance, once you find out, based on your segmentation, that X wants a career in marketing, you’d stop sending them emails about HR software in a nurturing campaign. You’d send emails about other topics instead.

您可以通过多种方式分段您的受众。例如:

  • 人口统计:年龄,性别,占领,家庭规模
  • 行为的:Website usage, loyalty
  • 精神精神:社会阶层,生活方式
  • Geographical:国家,城市等

您分段潜在候选人的方式取决于您。

Now, the next question is, how do you segment your audience?

You can do that manually, but that would be very time-consuming. It can take hours, even days, before you have your complete list of potential candidates classified according to specific factors. That would be time better spent on other things to improve your recruitment process.

Summing Up

If you want to get the best talent for your company, you need to know how to market your employer brand. Recruitment marketing is critical to the success of your recruitment strategy. If people perceive you as a great employer, they won’t hesitate to apply for your company’s job. If they perceive you as an employer who doesn’t care, they won’t even consider working with you.

But the recruitment marketing process entails undertaking a series of activities that can be repetitive and time-consuming. The bad news is, you can’t do away with those activities because they are key to the success of your recruitment marketing efforts. How do you ensure your recruitment marketing success without spending too much time on those necessary tasks?

The answer? Automate.

Through technology, you can streamline your recruitment marketing process, so no effort goes to waste.您节省了足够的时间,您可以致力于招聘流程的其他方面。As a result, you improve your recruitment process, too.

In other words, thanks to recruitment marketing automation, things–at least on the marketing side–will be easier for你。你也会收获福利。所有伟大的人才都将与您合作令人愉快。