The Use of Digital Recruitment Tools Is on the Rise. Here’s What You Need to Know.

The digital age is changing the way all fields work, across the board, and HR is no exception. As a result, a plethora of tools and platforms now exist to help HR departments work more efficiently. If you’re an HR manager, you probably already use one or more of them on a daily basis

But what if I told you that you’re likely missing out on another category of tools and techniques typically used by other departments?

Recruitment: It’s just like marketing

Peleg told me that HR professionals need to think of candidates the same way marketers think of customers, and to create a detailed candidate persona. “The candidate is a customer in every way” he said. “We need to go after them with remarketing, blog posts, PR and more in order to increase the intent and push for a close — just like how a marketer would go after a customer. These two fields have become very closely related.”

One great way to emulate the strategies of marketing is to use the “smart targeting” capabilities of Facebook and Linkedin. By targeting specific demographics and geolocations, you’ll be able to make sure your job postings are seen by your target audience. With Facebook, you can get very specific; and, if you’re savvy enough, you can really use targeting to your advantage.

For instance, if you’re posting an entry-level position, you can target the “life event” of recent college graduates. Or you can get even more specific, by targeting interests like nursing, design or advertising.

Linkedin also has a long list of targeting options that you can use creatively. For example, you could select certain Linkedin Group members whose specific interests you could target, or you could go after the followers of certain companies or some important individual in the field of your job posting. Both Facebook and LinkedIn offer guides to help get started.

Options other than social media

Social media sites are not the only alternative to traditional job boards. You can find other websites specific to the field you’re searching for.

For instance, if you’re recruiting for software developers, you might consider posting on Stack Overflow and Github, which have more than 50 million visitors per month. For professional business positions, the popular question-and-answer site Quora could be a good place to post. And newer recruitment sites like Glassdoor are becoming increasingly popular with job seekers.

These alternative channels are particularly important with younger candidates, so if you’re looking for rising young talent, you really need to make the most of them.

Another trick you can borrow from digital marketing is A/B testing, where you run two or more versions of your job post, then get statistics back on which version was more successful. This allows you to test different wording in the job description, and requirements, and see what works best. You could also run A/B testing on company culture videos or other call to action buttons. Countless services offer A/B testing, some with advanced features.

An advanced technique to pursue top talent

Here’s a advanced technique to help you more aggressively pursue top talent: It entails remarketing any visitor who has been to the careers page of your website. Once that’s happened, you can then use platforms like Google display campaigns, Facebook sponsored content, Linkedin and Twitter to present ads to this person.

An ad showing recent funding news — perhaps explaining how your company has recently raised X million dollars and is now looking to hire top talent — could have a big impact on attracting additional applicants.

Here, you’ll need to use a conversion pixel, an image the size of a pixel that you add to your site in order to track visitors. This pixel records who’s been to your page and then allows you to display your ads solely to those visitors. Facebook offers instructions for adding the pixel, and similar guides are available for other channels.

One last tool you should consider is email marketing software. Despite the popularity of social media, email is still the preferred method for conducting business. Also, you probably have a large contact list in a CRM that is ripe for use.

Meanwhile, there are many great options to help you track and analyze the recruitment funnel. One of the most popular and free ones is MailChimp. Simply set up an email campaign, then seamlessly integrate it into your website analytics. You can accurately track the effectiveness of your campaign by recording exactly how many visitors it brought to your site.

The future

What does the future hold for HR? Expect to see more analytics-related roles to help you analyze large amounts of data, as traditional administrative roles disappear. Developing technologies like big data and AI will also have an impact.

“AI is wrapped up in the world of big data,” Peleg told me. “The challenge for now is that we don’t know exactly what it is we need to extract from the vast amounts of data. It takes a lot of work to figure out what will give us insights.”

And, according to Moran Shoham, head of HR at GeoEdge, digital recruiters should be using AI-based SaaS tools, such as Gloat or Woo. ”Considering the rate of technological development, it’s clear that making strategic use of new technologies isn’t only for the digital marketer,” Shoham said. “Digital recruiters need to be just as savvy if they want to stay competitive.”

So, that’s a little bit about why it’s important to add these technologies to your recruitment campaigns. Joining forces with your marketing department could also prove beneficial, as those folks are already likely experienced in using these tools and tricks. One thing, however, is clear: The age of the digital recruiter has arrived.

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