As U.S. unemployment rates continue to drop, employers are finding it increasingly harder to find premium talent. Further, as the war for talent continues to shift to the forefront of employer’s minds, the recruitment advertising space is evolving at unprecedented rates.
Recruitment Advertising Heats Up
Between the hyper-accelerated migration from duration-based job postings to performance-based job advertising, Facebook putting their toe in the water, Google’s recent announcements of their entry into the jobs market, and eHarmony’s (so far unsuccessful) attempt last year to launch Elevated Careers, clearly recruitment advertising is a hot industry.
This all begs the question, with so many potential resources at my fingertips, which should I use and how do I create an effective recruitment advertising strategy?
For larger companies, this is where a good recruitment advertising agency comes in. With dedicated, seasoned professionals, entirely focused on keeping up with the most recent trends, a trusted agency is a great asset in this fragmented marketplace.
Competing as a Small Business
But what about small and midsized businesses who have a limited budget and can’t afford an agency or don’t have enough hiring needs to justify a big, expensive online recruitment strategy?
Not only are small businesses competing with large, well know brands who pay well, have great benefits, and a strong local reputation, they are also hamstrung by an inferior set of hiring tools, fewer advertising resources, and less in-house recruiting expertise, furthering their disadvantage.
First, let’s address where you should be advertising your jobs.
Should you still use traditional job boards like Monster, Careerbuilder, and Nexxt? Yes.
Should you sponsor your jobs on job search engines like Indeed, Juju, Jobs2Careers, and Google For Jobs? Yes.
Should you advertise through social platforms like LinkedIn, Facebook, and GlassDoor? Yes.
Each of these presents an individual marketing plan and a unique benefit to their audience. Contrary to what you might have been told, there is no single resource that accommodates all candidates. And even if there were, good luck getting your jobs viewed in such a large pool.
But wait a minute, what part of a low budget, limited hiring needs, and lack of recruiting resources don’t you understand? Remember, I am a small business. I can’t afford all of that…
Small Business Recruitment Solutions
As a matter of fact, you can. The recruitment technology landscape for small businesses has come a long way in recent years. Fortunately, with programmatic ad buying technology, along with a universal industry acceptance of the inevitability of performance-based pricing (pay per click and pay per apply), small businesses compete for talent through job distribution platforms like Glidepath, ZipRecruiter, JobTarget, and many others. These tools get your jobs in front of millions of job seekers in just minutes. Many of these tools even include full candidate management, applicant tracking, screening questions, applicant communication templates, rating systems, collaboration, etc., and all at an extremely budget-friendly price point.
Like never before, small businesses CAN compete for talent. With the right job title, a well-written job description, and a responsive hiring team, you can have broad exposure to all of these sites in just hours, at a reasonable price, and through a single platform.
Mark Anderson is a seasoned recruitment marketing strategist with over 20 years of experience in the online recruitment advertising and HR Tech sector, currently serving as the vice president of client engagement for Glidepath.com, LLC. The majority of Mark’s career has been spent in sales and marketing leadership roles supporting experienced teams selling and supporting complex recruitment marketing and advertising strategies, including HR technology solutions.
Mark’s specialties include the architecture of scalable, nationally focused business infrastructure, on-line recruitment marketing strategies, development of strategic alliances and sales channels, HR technology integrations, advertising strategies, and employment branding strategies. With all of his experience, Mark has a unique perspective for finding solutions and contributing meaningful ideas to the growth of the recruitment marketing space.