Recruitment marketing has been a topical area in the HR space for some time due to the importance of passive candidates and a candidate-driven market. With 70% of the workforce being passive (LinkedIn Hiring stats) it isn’t surprising that this trend is here to stay.
It has brought about the need for recruitment to become more like marketing and capture the attention of top talent in different ways than just job posting.
Integrating marketing into the recruitment function can give companies a competitive edge when attracting the best candidates as well as effectively promoting your employer brand. But many HR departments don't have the capacity or skill set to carry out this function, therefore, we have collated a list of courses you can take to help you bring your marketing skills to the next level.
If you are new to recruitment marketing and looking to create a strategy as well as upskill, check out our blog ‘how to create a recruitment marketing strategy without being a marketer’ here.
Social and professional networking sites are by far the best avenue to use to promote your employer brand and attract passive candidates, why? Because that’s where they are! In fact, employers believe that social media marketing will be the most in-demand HR skill this year (CareerArc).
It is important to remember that social & professional networks are not to be used just as job posting engines but more brand-building platforms, communication tools and ways to target your ideal audience. But how do you build your knowledge on using these platforms from a content driven perspective?
The sites themselves offer in-depth educational courses, in particular, LinkedIn for business, Facebook for business (which also covers Instagram) and YouTube all offer excellent courses and tips on using their platforms, all for free. We recently created a blog that looks at improving your LinkedIn company page which you can read here.
Udemy, though not free, offers an extensive range of online courses, generally at a heavily discounted rate. They offer courses on individual platforms and overall general social & professional network marketing.
SEO should be top of mind when it comes to various areas of HR focus; job descriptions, careers pages, social & professional networks and online advertising. This is because when you create content that is searchable, your ideal candidates will find you. Much like anything else in this digital world, most people start looking for something by ‘googling it’. You want to create content that answers the questions your ideal candidates have.
SEO is an ever-evolving topic and one you can never really complete but continuously learn about and adapt according to trends. This is true for myself as a pure marketer and therefore I rely on experts in the field to educate me on the latest changes in SEO. Brian Dean of Backlinko is an excellent example of this, he regularly carries out data research and provides helpful, actionable insights on the topic, you can find an example here. SEO software tools like Moz and MarketMuse also have a wide range of resources that can help you to upskill and gain a better understanding in this area.
Data is crucial these days as it helps us make more informed decisions in every area of business. In HR, hiring analytics can analyse metrics such as: time-to-hire, CV source and candidate drop-off rates. If you are investing in recruitment marketing, you want to see your return on your investment and glean what’s working and what isn’t, helping you become more tactical in your strategy. Web analytics for HR looks at the careers page on your website, providing data on where your traffic is coming from and the behaviour of candidates on your site. Web analytics also provides insights on traffic that came from social & professional networks but for more in-depth metrics on your campaigns from these sources, it is worthwhile using the platforms directly. The courses in point 1 cover how to go about this.
Google Analytics is the ultimate tool to capture and analyse the results of your recruitment marketing efforts on your careers page*. The Google Analytics Academy offers various courses of varying depth to help you understand and decipher the data on your site. I would suggest creating a list of areas you would like to analyse over time. Here are some of the top areas I would focus on:
Start with the basic course and work up to advanced. There is no need to complete the additional courses in the academy as they are directed more towards e-commerce and attribution.
The best way to report on your data is to use a separate reporting tool that connects to Google Analytics. If your company uses marketing software, like Marketo or HubSpot, they will have reporting features that pull your data from Google Analytics and present your findings in a more consumable format. These software have platform training courses to help you pull reports accurately. If your company doesn’t have marketing software and you are keen to create presentable reports, a tool like Agency Analytics is an economical alternative and lets you choose what areas you want to report on.
* You will need to gain access to your Google Analytics account, speak to your marketing team or webmaster for access.
The areas above cover the most important training and courses needed for any HR professional to be well-equipped in recruitment marketing. However, there are some other areas of marketing that are beneficial to HR professionals and can be utilised to increase candidate engagement, improve your employer brand and attract the best candidates.
If you have a genuine interest in the subject or the current pandemic has left you with the time to upskill completely in the area, there are free, low-cost and paid courses that can help you become a marketing pro.
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How to upskill in recruitment marketing as an HR professional