Using social media to attract candidates to your staffing or recruiting firm?
It’s a smart strategy. Blogging is a great way to build your employment brand. And with a variety of social sites to choose from, there are options to connect with all types of active and passive job seekers – from entry-level industrial workers through highly specialized executives and professionals.
But while engagement on social media is important, bear this in mind: In a candidate’s newsfeed, you’re not only vying for attention against other local staffing firms, but also news outlets, major sports teams, celebrities, friends and family members that are sharing links to articles, pictures and videos.
That’s a lot of noise to compete with.
So, to maximize the effectiveness of social media for staffing (especially where recruiting is concerned), I continue to stress the importance of driving social media users OFF social – and BACK to a company website.
Using Content to Drive People to Your Company Website
Take a minute to think about the ideal candidate for one of the available job opportunities you’re currently trying to fill.
Now, think about 5 questions they may ask when you call them to discuss this next step in their career.
This is the foundation of blogging and content marketing in 2018.
Take the questions, challenges and pain points of your target audience (your ideal candidates) and answer them via written content on your blog or through video.
If you’re not sold on the idea of content marketing, I encourage you to take 5 minutes to read the following article by Matt Lozar, Social Media Advisor with Haley Marketing Group: Two Textbook Examples of Successful Content Marketing that Drove Traffic to Staffing Agency Websites
Converting Readers into Candidates Through Calls to Action
At the beginning of this post, I said while engagement on social media is important, the main focus of staffing firms should be to get social media users OFF of social media as quickly as possible.
When we come back to the goals of a social media strategy, we’re deploying tactics that are in line with generating more applications and job orders. THAT is the main goal of our social marketing efforts.
So, how can we use calls to action to interrupt our audience and get them to take action on our website?
Instinctively, when someone comes to your website their next action will be to return to what they were doing. Through calls to action, we can funnel that reader to available job opportunities or to learn about the services you provide.
By guiding that reader to the next page of your website where they can take action, we push them further through the conversion funnel, converting them from a casual reader to an applicant.