It’s no secret—the struggle is real when it comes to hiring new employees in today’s market. Labour shortages in British Columbia are acutely high in many key sectors. According to a recent Job Bank article published by the Government of Canada, the rising costs of interest rates and the demand for wage growth due to inflation are putting pressure on businesses trying to hire and retain talent.
As an advertising agency based in Nanaimo, B.C., we work with multiple industries and have noticed the shift from attracting sales to attracting talent. The solution? Developing robust digital marketing strategies to hire the right people. If you’re in the same boat, here’s how digital marketing can help target the ideal candidates for your open positions.
1. Craft messaging and content that speaks to your ideal candidate.
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We’ve said it once and we’ll say it again—“everyone” is not a target market. You already have an idea of the kind of person you want to hire. Think about their demographics like age, location, current occupation, and education. Then dig deeper and think about their interests. What kind of personality do they have? What motivates or frustrates them? Once you get clear on the person you want to hire, develop a brand voice and personality that aligns with the kind of person they’d hang out with. Use this brand voice to craft messaging and value propositions that resonate with them. Collaborating with a copywriter is a great way to ensure your narrative tone stays on brand and your offer is hard to resist on and offline.
2. Have a web designer and web developer build a targeted careers page.
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Most websites primarily focus content on their customers. On the other hand, having a dedicated careers page for recruitment is a strategic way to focus on attracting talent. You can communicate your company culture, share your benefits, and retain a database of potential candidates. A web designer can take your carefully crafted copy and create an engaging careers web page that visually communicates why you’re the ideal choice. A web developer can animate your web design, helping retain short attention spans and ensuring your web page is accessible on desktop and mobile devices. At the very least, onboard a digital marketer who can optimize your careers page with SEO keywords and meta descriptions to make sure you rank high on Google.
3. Optimize your organic social media posts to build brand awareness.
Whether you’re on Facebook, Instagram, LinkedIn, or Twitter, having a social media presence is a free and easy way to showcase your brand and company culture. According to a 2022 Organization Culture Research Report by Quantum Workplace, 66 percent of employees say company culture positively impacts their work and behaviour every day. In other words, strong company culture is becoming increasingly valuable to new recruits when deciding on a company to onboard with. Use social media to showcase culture-related content. Company culture is, after all, social. You can engage with potential employees, celebrate your current ones, and build brand awareness on multiple channels. Working with a social media management team can ensure you post regularly, your content is current, and optimized for the platform you’re on.
4. Tap into your network through branded email newsletters.
Another great medium to recruit new talent is email marketing. If you use a web-based email automation service like MailChimp, a graphic designer can create a branded template that can be repurposed with different types of email marketing content. Whether you want to showcase your company culture or share tips about finding work in your industry, you can easily reach out to your subscribers or your newly saved candidate pool. (You know, the one you developed from your targeted careers page?) A digital marketing team can help you develop an email drip campaign that can automate the entire process and measure metrics based on your recruitment goals.
5. Target new talent with paid Facebook and Google ads.
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Looking to cast a wide net for recruitment? You’ll need to pay to play. Allotting a budget for paid Google and Facebook ads will help you reach a much larger audience and can create interest amongst passive candidates (people who aren’t actively seeking). Paid ads are also a good digital marketing strategy to get you at the top of a feed or search engine. A graphic designer and copywriter can collaborate to create an animated ad that’s sized appropriately for each platform. Your digital marketing team can then boost these ads or explore pay-per-click options while managing metrics over the ads’ lifespan.
Put these digital marketing pieces together with an advertising agency.
While these are great digital marketing strategies, they can be hard to implement and execute when you lack the time (and the employees) to do it. As an advertising agency, our job is to make yours easier. Our Nanaimo-based group of graphic designers, web developers, copywriters, and digital marketers have the chops to get your recruitment campaign going. Follow the link below to learn more about our process and start getting resumes through your door.