7 Digital Marketing Steps for Recruitment & Retention
Losing an employee and having to go through the process of hiring a new staff member is not only stressful, but it’s also expensive. With the high cost of turnover due to expenses associated with recruitment, training, and losses in productivity, what can your company do to acquire and retain loyal, hard-working employees? Many leading organizations have found success using digital marketing strategies as part of an employee recruitment plan. Follow the seven steps from inc.com, as outlined in this article, to effectively supplement digital marketing with your employee recruitment and retention efforts.
#1: Have a Strategy
Creating quality content about your company’s culture is key to painting a picture of what it’s like to work there. To do this you’ll need to define what your company is all about, why people like working there, your core values, and what you offer that other companies don’t. This is the most important part of creating your digital marketing strategy. If you are speaking to the wrong audience, then you’re missing major recruitment opportunities. Hone in your message, make sure it’s something your company truly believes and follows, and then shout it from the rooftops. This message will help attract employees that best fit your company culture and weed out those that don’t.
#2: Tell the Story
Now you have a strategy behind your message, but you still have to find a way to communicate it. The best way to do this is by giving potential employees a glimpse behind the scenes of what it would be like to work for your company by telling a story. Before applying, job seekers want to know if they will fit in with a company and believe in the same values. By telling a story, your message will grab their attention and make it easier for them to digest. In today’s job market, if the message you’re trying to communicate isn’t connecting simply because it’s boring, potential employees will move on to the next company.
#3: Blog, Blog, Blog
Having a company blog that is updated regularly and optimized for targeted keywords regularly tells potential employees that you are the authority for your brand, product, service, industry, etc. Your authority will show Google that you are a helpful, trusted source, and increase your rankings in search engine results. This only furthers your outreach for employee recruitment. Blogging, like social media management, can be done in-house or outsourced to a digital marketing agency. Either way, it’s important to regularly publish optimized content to show that you have an active presence.
#4: Be Social
Having a social presence on sites such as LinkedIn and Facebook with regularly updated content can offer a great first impression. These social sites are some of the first places potential and current employees look to learn more about a company. Even better is to have current employees share content relevant to the company. Not only will it help potential employees see the dedication of current employees, but it will also help current employees feel valued and involved.
#5: Reuse Evergreen Content
When creating content, think of all the ways it can be used; a blog post, an infographic, videos, and even a webinar. Use your blog post readership to determine which topics are most popular and could be reused in other forms. And don’t forget to regularly track content activity. A dip in traffic may show that a keyword readjustment or shift in optimization focus is necessary. This is often an overlooked part of digital marketing strategies, but important to stay relevant to potential and current employees.
#6: Develop a Talent Community
Using strategic and creative social media content can attract candidates with the right qualifications, which can then be taken and shared in newsletters along with upcoming events and webinars. This paints a picture of life with your company and engages with potential employees.
#7: Measure Success
All of the above tactics are important, but none of them are effective unless you track their success or lack of success. Constantly review your efforts and make adjustments to your digital marketing strategy as necessary to achieve the results you’re hoping for. If you’re unsure of how to maintain this step, it may be worth considering a local digital marketing agency that can expertly track and measure success for you.
Red Crow Marketing is Your Digital Marketing Agency
We have helped many clients with employee recruitment and retention, from small-scale marketing strategies that make a big impact on developing comprehensive marketing plans. Let Red Crow Marketing work with you to build a strong marketing plan for your recruitment and retention efforts with effective, measurable results.