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Job advertising is often seen as a laggard compared to the thrill of consumer marketing. Because for too long, job advertising seems to have been limited to old-fashioned newspapers and then text-based job boards.
However, new perspectives challenge this notion and suggest that the gap between job advertising and consumer advertising is not as large as believed. In fact, job advertising has been playing catch-up for some time, usually by five to six years behind the dynamic world of consumer advertising, but these days, those days are coming to an end.
changing landscape
So how can HR professionals close the gap between their strategies and those utilized by their marketing peers who live as consumer advertisers? You need to understand that it is taking shape and you need to expand your horizons in a timely manner. Traditional methods of job advertising often fail in today’s competitive job market, especially as the demographics of the overall workforce are rapidly changing. Fortunately, endless untapped marketing potential exists in this area. Comparing recruitment and consumer advertising emphasizes that job seekers are also consumers. Therefore, you should approach it through consumer marketing channels.
The concept that job seekers and consumers share common interests provides insight into the basis for much-needed change in job advertising. By identifying these common interests, HR professionals can adjust their strategies to create engaging and persuasive recruitment advertising campaigns that resonate with potential job seekers.
Practical tips for meeting candidates where they are
While recent headlines suggest job seekers are hiding out in unconventional places like dating apps, these aren’t the first time savvy job advertisers are dipping their toes into consumer channels. do not have. The notion that job seekers are somehow a separate side category is the beginning of traditionalists going off track when it comes to thinking creatively about how to promote your employer brand and advertise job openings. . The words job seeker, potential candidate, passive candidate, active candidate, and talent pool are all used to describe job seekers, but ultimately they are humans. Part of being human is being unique and special. The challenge of knowing your prospective employees arises because they have unique interests, needs, motivations, and hobbies. Companies need to understand that each individual and job seeker has a moment, or many times, when they want to explore something new. For too long, companies have sat on the sidelines, waiting for the person to hit the job site and look for new opportunities. Employers can better engage with potential candidates by being more proactive, so where consumers habitually read, watch, swipe, scroll, and chat. candidates exist and will be available.
Once organizations accept that the job advertising and job search landscape is rapidly evolving into these avenues, it becomes critical to connect with candidates where they naturally spend their time. Strategically targeting social media platforms where people spend the majority of their time, or popular content sites such as news, sports, and video content, can be a big help for companies that are aggressive with their recruitment advertising efforts. It will bring about change. Innovative job advertising agencies are already leveraging the power of platforms like Spotify, Hulu, and TikTok to aggressively target potential job candidates, and that number is expected to grow. In fact, recent HireClix data shows that while consumers primarily see and hear about job ads on Indeed (47%), LinkedIn (33%), and Google (31%), Other popular platforms for branding include Facebook (30%). ), ZipRecruiter (29%), YouTube (18%), Amazon (14%), TikTok (13%). This approach is in contrast to the traditional attitude of waiting for candidates to stumble across job postings on traditional job sites.
An obvious question might be, “Which platform is most popular for candidates in my industry?” Certainly, the consumer platforms that professionals choose vary by industry. For example, a tech expert can often be found on his Reddit or Youtube. Fortunately, innovative advertising strategies can help talent acquisition teams find the right talent on these unique consumer-facing platforms. The data supports this proactive approach, with higher engagement from candidates on platforms like Reddit and lower response rates seen when recruiters approach tech talent on traditional platforms. It highlights that. By creatively leveraging these media channels, job advertisers can increase their visibility and reach to potential talent. Candidates ensure that their employment opportunities are not overlooked in a sea of content.
Embracing employee influence
An expected change in job advertising is to incorporate employees with large online followings into recruitment strategies. In the past, companies had social media policies and guidelines that dictated what employees could and could not express online. These policies emphasized the need to clearly distinguish between an individual’s social media presence and their relationship with the company. But as TikTok emerges as the preferred platform for Gen Z to showcase both their personal and professional sides, more and more companies, including Cisco Systems, Ericsson, and United Airlines, We are recruiting employees as influencers.
The concept includes recognizing the potential of these employees to spread the recruitment message and strengthen the company brand, with some companies even developing their own influencers from within the company. Employee influencers are often seen as more authentic and relatable, making them valuable in communicating company culture and employment opportunities. This strategy has the potential to reshape the dynamics of job advertising by harnessing the power of word-of-mouth marketing in the digital age.
Filling the gaps needed for the future
The idea that job advertising is five years behind consumer advertising is prompting a paradigm shift in the industry and facing challenges. The combination of modern marketing strategies and technology is changing the way companies attract and engage potential candidates. As job seeker preferences and behaviors continue to evolve, job advertisements must adapt to meet job seeker expectations.
These major changes create a unique opportunity for marketing and HR professionals to discuss the future of job advertising. This conversation will pave the way for innovative strategies, methodologies, and technologies that can reshape the way companies connect with potential candidates. By embracing change and considering new possibilities, job advertisers can set the stage for a future where creativity and innovation reign supreme.
The future of job advertising is promising, and experts can envision a situation where smarter advertising strategies and strong creative assets can bring success beyond job boards. As the industry evolves, embracing these changes is paramount to remaining relevant and effective in attracting top talent in a competitive job market.
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