We've all been there. You're actively recruiting, but not getting the candidates you really want and need. You don't know what's wrong and why you aren't attracting the right candidates. The ones who are good for your business.
It's time to take a look at how you're communicating to candidates, how you are portraying and explaining your positions and how your online properties represent you. If these things aren't in line with who you are as a company, you won't attract who you want. Use these exercises to develop how you are perceived online so that you are speaking the right language to the ideal candidates who align effortlessly with your company.
Think about the last few emails or ads you received from a company that really stuck with you. Chances are that those ads and emails spoke your language, said things that you were open to hearing or just made you laugh. This is because brands, like people, have personalities in many ways. These personalities come through in the ways those brands put their voice out into the world.
To begin to apply this to your company and its hiring, take a deep dive into your company. What does it stand for? How do you want candidates to see it? Try and think past the typical “making the world a better place” statement and really think about what makes your organization different. Here’s an exercise to get you started:
My company exists to:
Key Takeaway: While these questions may seem strange, they are hugely helpful in determining your employment brand. The tone and voice of any piece of content, from an email to a candidate to words on a career site can have a huge impact on how a company is perceived and how effectively it transfers its message. Make it a point to learn and understand these things about your company inside-out, so that you’re attracting candidates who align.
Now that you’ve honed in on tone and voice, think of your job postings as a story you’re telling candidates. Make sure that the posting is really getting across what you want candidates to feel about your organization rather than just conveying facts. It’s hugely important to be sure the posting is answering the right questions and painting a picture for job-seekers.
Here’s a quick test, look at one of your most recent job postings and see if it answers the following common candidate questions:
Answer them all, no problem? You’re a super star! But for most, there are at least a few that are tricky to answer. How on earth is a job posting supposed to answer all these questions? A lot of this can be done through the breakdown of the post. Try a structure that looks like this:
This pattern gives candidates an idea of what your company does, what they would be doing for you, if they're a good fit and why you’re better than other companies.
Hungry for more tips on crafting better job postings? Check out our white paper on writing more effective job postings.
Key Takeaway: Once you have your tone of voice figured out, you have to convey the right information to candidates. Think of questions they may have and be sure your post not only answers them but leaves them inspired and ready to apply.
What’s the next thing a candidate does if they’re intrigued by your job posting? They’re going to look you up. At this point, you’re a total pro at your employment brand, so take a look at your career site, social pages (if you use them) and even your printed materials. Are these representative of the employment brand you teased out? If you were a job-seeker, would your career site answer the common questions candidates have? If your site or pages aren’t aligned with the employment brand you’re trying to execute, consider a renovation!
Key Takeaway: Candidates don’t stay in a bubble in their journey with you. They venture outside job postings themselves and onto your owned sites. This is exciting! But only if your career site is equipped to appeal to the job-seekers you want, answer their questions and entice them to apply.
As simple as they seem, these three exercises will help get you on the right path to attracting the talent you need. Determine your employment brand’s tone and voice and make sure it’s reflected on job postings, your career site and more. Once you’ve done that, your ideal candidates are sure to follow.
