Let’s imagine you’re on a camping trip, and you and your campmates are headed to the nearest lake.
On the way, you discuss your goals for tonight’s dinner.
“I’m going after a thirty pound trout,” boasts one friend. While another states, “I’d be happy to catch a minnow.”
Your friends obviously have some drastically different goals. And as any fishing expert would tell you: You need to cater your bait to the fish.
Think about it. The same bait that will lure in a large fish would not be as effective for catching a smaller one. And it’s not just about what you put on the hook. It’s about understanding the fish's environment, so you can adapt your strategy and ensure success.
It may sound crazy, but the same theory can be applied to your recruiting.
If you cater your “bait” or recruiting message to match your prospects’ interests, you’re more likely to resonate with the targets you’re after. For example, the message that would attract your design candidates would probably not relate to your candidates in customer service.
So, how do you tailor your message to attract the right candidates?
Segment it. Provide each of your target audiences with the employment information that’s relevant to each them.
Start by segmenting your recruiting message in your job postings. The content you provide should directly reflect the type of job seeker that the ad is trying to reach. You would never express the same features that a salesperson would enjoy to a developer. Because each candidate cares about different things.
Here are two examples:
Deliver a better candidate experience by providing a unique path for each of your key audiences. Identify the 2-3 key roles you recruit most for, and dedicate separate sections to speak to those professionals.
Here is an example:
Instead of relying on an overview video that covers your whole organization, consider segmenting the message by highlighting each department. This will provide candidates with a clearer vision of how their potential colleagues work together, and the unique job features that they enjoy. Not ready for video? Use employee testimonials or photos to capture the same information.
Here is an example:
If you want to reach the right candidates, you need to segment your recruiting message. Otherwise, you’ll always miss the mark when it comes to resonating with your target prospect.
Customize your job postings, create paths on your career site and use video to showcase each job-type. These three easy changes can improve your recruiting message and help increase your odds of reaching the right candidate.
