Servicize Me: 7 things you can do to turn your dull job posting into a rich candidate experience and attract the talent you really want
For years now, business and marketing experts have been telling companies to servicize their products. The basic idea being this: learn to see your product in terms of service and then, sell that service. Why? Because product sales are one-time hit-or-miss events, but service builds relationships and loyalty and creates a level of stable profitability you can’t achieve through individual product sales.
Of course you’re asking, “What does this have to do with recruitment?”
Well, suppose you could reap similar benefits by enhancing your candidate experience—by servicizing your open positions. Jobs are the products you offer and job seekers are your customers. Instead of simply putting a job on a “virtual shelf” where random job shoppers might, or might not, pick it up, why not servicize your job offerings by doing the following:
- Liven up your job postings: Make each posting reflect the actual job you’re offering; don’t just publish a generic, one-size-fits-all list of requirements; let job seekers know what they could really expect to be doing if they were to accept this position at this time (new product rollout, technology upgrade, the launch of an exciting initiative…)
- If your career site isn’t already providing rich content that candidates care about (employ some good analytics to find out), upgrade it ASAP: Include solid, truthful, transparent information about who you are as an employer; post video testimonials by current employees; and employ easy-to-use site navigation and a sensible application process
- Go mobile! A career site optimized for mobile is absolutely crucial and here’s why: (according to a recent study) 86% of job seekers who have smartphones would use them to search for jobs; 65% would search for positions; 55% would receive job alerts; 47% would apply; and 45% would track application status
- Share your workplace culture through videos, testimonials, and interviews on YouTube, in social media, etc.: Putting your own employees front and center is one of the most powerful ways to deliver your employment message and appeal to the talent you want to attract
- Offer information and advice via a candidate-facing blog that invites questions and comments: Cover topics such as how to navigate your application/interview process and what kind of skills and personal traits are likely to be a good fit; include stories about exciting things happening at your company or in your industry; and publish posts by hiring managers, department heads, and regular employees that help tell your story
- Add personal interaction through live chat with recruiters and workplace culture ambassadors: Although this is not always possible, actual human contact would be very effective in engaging candidates currently moving through your interview process
- Don’t ignore social media—it’s popular and therefore, powerful: Find the social channels that work best for your organization—where the candidates you want spend their time; set up talent community groups that let candidates interact with your company and with fellow job seekers; after all, building community is always a good thing
Talk about building relationships and loyalty with your most valued customers—those right-fit candidates who will enhance your organization’s long-term success.
With substantial copywriting and editorial experience to her credit, Teresa has been a member of the NAS creative team for more than a decade and has, for the past few years, handled marketing communications for NAS. She conceives and writes promotional and corporate materials, such as press releases, ads, case studies, website pages, white papers, employee communications and more. Managing the agency’s RFP process, Teresa helps NAS business development professionals and other team members craft effective responses. And recently, she became Talent Talk editor, as well as the agency’s social media manager.
Teresa holds a bachelor’s degree in English, awarded with honors, from Michigan State University and a master’s degree in philosophy from the University of Toledo.
Entry filed under: Marketing Strategies, Recruitment, Teresa Fausey. Tags: candidate engagement, candidate experience, candidate relationships, enhancing candidate experience, NAS, NAS Recruitment Communications, Recruiting, Recruitment, rich content, Teresa Fausey.