Over the years, digital marketing has helped businesses improve their online visibility and establish their brand identity. In fact, there are plenty of new strategic digital marketing opportunities for human resource professionals. Since a majority of candidates now look for job opportunities online, it makes perfect sense to use digital marketing strategies to find the right talent for various positions in your organization.
Even if you do not have an in-house digital marketing team, you can hire professional experts for digital marketing services and use the following strategies to boost your talent acquisition efforts.
1. Search Engine Optimization:
Search engine optimization (SEO) is one of the most effective strategies for a digital marketing campaign. You can become more visible to potential candidates by optimizing your company’s website and job listings. This practice allows your website pages and/or job listings to appear on the search results when a potential candidate looks up relevant keywords on search engines. Your SEO efforts should include the following:
Strategic placement of relevant keywords in the website’s meta tags, content, URLs, and more.
Building backlinks to the site from other reputable websites.
Make your website mobile-friendly.
Optimize local listings.
These practices will increase your chances of being noticed by the right candidates.
2. Social Media Marketing:
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Apart from using your websites to find the right candidates for a particular role in a company, you should direct your efforts towards social media platforms as well. Popular social media channels such as LinkedIn, X (formerly known as Twitter), and Facebook can be used to reach out to potential job seekers and promote job listings. Use these platforms to share details about the job openings, company culture, CSR activities, employee testimonials, and more.
You can also connect with the job seekers and answer any questions they may have on these social media channels. You can also create a community around your company using social media platforms and make it easier for potential applicants to become a part of the community. When the potential candidates are already aware of the overall missions of the company, it will be easier for the HR team to get them onboard. Your talent acquisition process may also benefit from promoting your brand on platforms such as Instagram and Pinterest.
3. PPC Advertising:
If you are looking for immediate results for your talent acquisition program, the most effective digital marketing strategy would be pay-per-click (PPC) advertising. This strategy helps you create highly targeted ads that appear at the top of search engine results when someone performs a relevant search using particular keywords. You can target these ads to dedicated demographics, such as specific locations and job titles, boosting the chances of being noticed by potential candidates.
Apart from running these paid ads on search engines, you can also target job seekers on social media platforms using PPC ads for various social channels. LinkedIn ads are quite effective in finding the right candidates for a job. The robust career-related targeting options available on LinkedIn help you reach potential candidates better than any other ad platform. You can diversify your company’s efforts using PPC advertising and connect with a larger talent pool, as most people spend a significant amount of time on social media.
Related: What is Talent Strategy: Complete Guide
4. Email Marketing:
Sending personalized emails is another effective way to reach out to potential job seekers and promote job listings for your company. A well-planned email campaign can help engage prospective candidates with valuable information about the job as well as the company. Instead of sending generic emails to the prospective candidates, try to personalize your messages for each individual. Referring candidates to their personal preferences or using their names in the subject line helps create an immediate connection.
You can also strengthen your email campaigns by linking them to articles on your company blog that offer insightful content about the industry you serve. Lastly, you need to add a compelling call to action (CTA) that would encourage candidates to click on your link. You can ask them to fill in an application, submit their resume, or download an e-book. Make sure the CTA is clear. Sending well-crafted emails to the right people at the right time can help you get the results you are looking for.
5. Content Marketing:
You can make your company look more attractive to potential candidates by promoting your company’s culture through valuable content. Blog posts, infographics, and videos can help attract and engage numerous job seekers who can be a great fit for your company. Content marketing allows you to share major details about the company and the industry while establishing your organization as a great place to work.
You can create blog posts that offer case studies, interviews with CEOs, and more. Later, you can use that content to create engaging podcasts to attract a wider audience. Videos are even more effective if you want the potential candidates to apply for jobs at your organization. Create a video to capture the attention of such an audience before you direct them to the careers page. You can also use infographics to portray the recruitment process and other crucial information.
Conclusion
Digital marketing has the power to promote your message to the right people while boosting the visibility of your organization. With the right strategy, you can boost your talent acquisition efforts and attract a more relevant pool of candidates.
