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A Journey Through Your Online Employment Brand Part 1: Receptive Ramon

Apr 05, 2017 |
   

As a talent acquisition professional, one of the most confounding parts of your job can be developing a compelling employment brand and applying it consistently across all online channels. Sometimes it's tempting to look for the one channel that will matter the most to your candidates. But here’s the thing—there is no one best channel. The truth is that every candidate journey—and every recruiting journey—is different. What you need is a flexible digital recruiting strategy that does two things:

  1. Offers enough touch points to suit the needs, expectations, and habits of all kinds of candidates, in all kinds of situations
  2. Creates a seamless experience where one touch point leads naturally to the next, from initial awareness all the way through application, hiring, and onboarding

The pieces of your digital recruiting mix can fit together in almost unlimited ways. To give you a glimpse of what that looks like in practice, here’s just one unique example.

Download the Digital Recruitment Journey eBook

 

The Story of Receptive Ramon

ramon-extra.pngRamon has been with the same engineering company since he graduated from college eight years ago. He has learned and progressed, but his career path has now hit a plateau. He likes his job, but he’s starting to wonder about his options for the future.

Ramon isn’t even looking for a job yet, but eventually—maybe soon—he will be. He’s what we call a passive candidate. For a guy like Ramon, your goal is to inspire. Give him a vision of what is possible, and he may shift into “active” status.

Your best move here is to create inspiring content in your social media channels. This includes things like employee testimonials, day-in-the-life descriptions, and videos showing employee involvement in the community. One especially powerful approach for drawing passive candidates into action is to focus on employee profiles that not only tell a personal story, but also illustrate career growth opportunities unique to your organization.

In today’s career marketplace of frequent job changes and plentiful information, there are a lot of people like Ramon. In fact, there really isn’t such a thing as a “non-candidate” anymore—only active candidates and passive candidates. And every passive candidate will become active sooner or later. Now is the perfect time to capture their interest, make their acquaintance, and inspire them to take the next step.

But as I mentioned before, there are as many different journeys as there are candidates. If you’d like to see a few more examples, stay tuned—there are three more candidate journeys to come in this blog series.

Better yet, download the Digital Recruitment Journey eBook. You’ll get to follow all four journeys in more detail. You’ll also learn the benefits and best practices of the most relevant digital recruitment strategies and online employment brand tactics, including:

  • Culture research
  • Employee Value Propositions (EVP)
  • Mobile responsive career websites
  • Brand ambassadors
  • Recruitment marketing
  • Talent communities
  • Social recruiting
  • SEO and SEM
  • Videos

 

Digital recruitment journey ebook employment brand


 

Mary Kate Gulick

Mary Kate Gulick

Mary Kate serves as the Marketing Operations Manager for IBM Talent Acquisition & Optimization, as well as the leader for IBM Employment Branding. MK, as she's ...

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