As social media recruitment gains popularity, organizations are using soft metrics like number of Facebook fans, Twitter followers and display ad click through rates to gauge the success of recruitment marketing efforts. While quick, direct responses are useful for fine tuning content and monitoring trends, working for high candidate engagement and social sharing is just as important for creating a thriving talent community.
How do you achieve high levels of fan engagement and sharing online?
The same way you entertain kids – with a story!
A good story leaves people with a distinct impression, and one they’re inspired to share with others. Applied to recruitment marketing, storytelling is one the most effective ways to inspire a meaningful connection between candidates and your brand – plus, feed your talent pipeline. Three elements are important to effectively tell your company story: mission, culture and why highly-skilled talent should work for you. Without a compelling story that resonates with your target job seeker audience, the allure of your company and job opportunities could be overlooked.
If you’re struggling to get started, consider the following:
- How has your company overcome major challenges?
- What are your company’s proudest moments?
- Which employees believe the company has positively impacted their lives?
No matter what platforms or recruitment strategies you choose, keep two things in mind: what is your story and how can you creatively tell it?
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Publication: Advertising Age
Date: September 19, 2011