How You Can Use Social Media to Boost Your Recruitment Strategy During COVID-19

How You Can Use Social Media to Boost Your Recruitment Strategy During COVID-19

Is social media a part of your recruitment strategy? Are you utilising both organic posting and sponsored content? If your answer to either questions is no, or you’re aware that your social media efforts could do with a bit more attention, it’s time to make that change.

Whether we like it or not, coronavirus has forced us to spend more of our lives online. It’s how we communicate with family and friends, many of us are now working remotely, it’s how we stay up to date with what’s going on and if we’re completely honest, it helps break the isolation boredom. It’s estimated that we’re spending 20% more time on apps during lockdown and social media use increased by 18% in the UK in the space of a week.  

The COVID-19 crisis means that there is no better time for recruiters and businesses to engage with audiences on social media platforms. It’s the ideal time to utilise these digital platforms and to integrate them into your recruitment strategy as it’s likely that now we’ve seen the impact social media can have, it will revolutionise recruitment and marketing after the coronavirus pandemic has passed.

But how can you use both organic and paid social media to your advantage during in these troubling times and attract the best talent for when you’re ready to hire?

Celebrate Your Company Culture

Showcase who you are and what makes you great. You may not be in the office right now, as many companies have had to adopt a remote working strategy, but that doesn’t mean you can’t show what you’re like as an employer. In fact, it means you can get creative with your social media strategy. Ask your employees to showcase their home office setups, their pets and anything fun that can bring a bit of personality to your brand. While the office space may be out of bounds for a while, it’s an excellent opportunity to show off the brilliant people that make your business what it is. After all, it’s the colleagues that make work truly enjoyable.

You can also use social media in your recruitment strategy to show off the benefits your company offers. If you’re already working remotely with no hiccups during a crisis, this shows candidates that flexibility is a real possibility when they work with you. If you organise virtual wellness sessions for your employees, it shows you care about the mental and physical health of your staff. Plus, what’s stopping you telling people the benefits, you offer your employees while more people are online? Maybe it’s time to make a dedicated careers page so you can promote these benefits to an engaged audience.

Showcase your Caring Side

If there’s one thing this pandemic has shown us, it’s that kindness goes a long way. As an employer, helping your employees or local organisations is something you should be doing anyway. However, by sharing this on your social media, you’ll enhance your employer brand hugely. Candidates value a conscientious and caring employer, especially in these times, so if you are one make it known. If you’re manufacturing PPE for key workers, donating food packages to those in need or helping people to feel less lonely, it’s worth mentioning on social media because you could see a phenomenal response.

This doesn’t mean you should get involved in charitable efforts for the sake of social media, but it’s great to get some recognition for the work you are doing. You’ll attract like-minded people, and more importantly, studies show employees are more satisfied at work when they believe they have a positive impact on the world.

Utilise cost-effective advertising

One of the enormous advantages of social media is the vast potential reach for a low cost. Advertising on social media is surprisingly affordable, and while we’re all inside spending more time online, the number of people you can reach is even greater. The average cost per click on Facebook ads is around $1.68, which compared to traditional recruitment marketing, is very reasonable. This means you can spread the message about your employer brand, advertise urgent vacancies or encourage candidates to register interest with you.

With the targeting capabilities that all social media advertising has, you’ll be able to limit who sees your ads. This means that you get a better ROAS (Return on Ad Spend) because you’re only reaching people who are interested in your business, likely to apply and have the relevant skills. You can target those with necessary qualifications, interests and even in a commutable location if remote working isn’t possible for you; this means your ad spend isn’t wasted on unsuitable people.

Build a talent pool

Using social media to advertise yourself as an employer, whether it’s for a specific vacancy or not, allows you to build a diverse and multi-skilled talent pool. This means that when hiring eventually returns to your agenda you’ll have a collection of interested and talented people ready to hire; speeding up the recruitment process so business can return to normal and reducing your recruitment costs.

You could run a campaign which raises awareness about you as an employer and encourages interested candidates to register their details for when roles become available. Having email addresses means you can enhance the candidate experience by keeping in touch, offering constant updates and new roles to an interested audience.

You could also use social media to build a talent community on Facebook by promoting a dedicated careers page. People who want to work for you but haven’t seen a suitable vacancy can like the page to stay updated. Social media makes communication between your business and candidates quick and easy, enhancing the candidate experience.

Attract candidates that aren’t even looking

With social media advertising, you can attract passive candidates as social media is where many people spend their free time. Again, due to COVID-19 , more and more people are spending their evenings checking social media feeds. If you had a creative recruitment campaign, you could spark their imagination and help them consider a career with you.

Many people are currently unhappy with how their employer has reacted to the coronavirus crisis; while others are likely feeling a need to help and pursue a career with more purpose. If you can provide a solution to any of these things, the COVID-19 lockdown is the ideal time to promote it. You may attract talent that didn’t even know they wanted a change in career but will help to push your business forward.

So, there you have it, adding both paid and organic social media into your recruitment strategy now could help you when hiring after the COVID-19 crisis. You can use social media advertising to reach wider audiences and build a talent pool ready for when hiring is a priority but also use organic social media to build up your reputation as a great employer with a heart.

The Talent Works team are experts in recruitment marketing campaigns and social media. We’ve run successful candidate attraction campaigns for clients globally, whether it’s promoting recruitment events, building engaged talent pools or recruiting for specific roles, even the most niche, urgently. If you’d like help implementing a successful social media strategy to fill your recruitment needs, contact us today.

The importance of monitoring recruitment marketing campaigns

Our paid media blog series has so far consisted of discussion around its importance to recruitment, and how a shortage of knowledge is holding back the industry. However, as an increasing number of businesses are beginning to recognise the possibilities it can offer, we discuss the benefits of regularly monitoring recruitment marketing campaigns.

Reduces the likelihood of mistakes being made

Errors are possible when undertaking any assignment. It’s no different when setting up a paid media campaign. A plethora of potential pitfalls exist, which can be detrimental to campaign performance if not detected. Mistakes can happen when allocating budgets, selecting objectives or setting up targeting.

Absence of monitoring your campaign can mean such mistakes go unnoticed. As a result, you will be spending your budget ineffectively by targeting a less relevant audience. Ultimately, the campaign performance will fall short of your initial expectations.

Automation lowers your success ceiling

By opting to go down the route of automation, you’re limiting how well your campaign can perform. It can still offer a reasonable return with appropriate initial setup, but maximum effectiveness will prove elusive.

Monitoring enables you to regularly analyse how well a campaign is performing, in relation to the objective set. In recruitment marketing campaigns, the goal is likely to be either conversions (applications) or brand awareness. By delving into the performance, you can determine whether you’re making the most of your budget. If not, you can react quickly to solve this.

Allows for optimisation of the campaign

There are numerous strategies which can ensure you’re spending your budget effectively. The majority, if not all, involve monitoring the campaign as it progresses. By doing so, it enables you to optimise the campaign by making any changes which will improve performance.

One such change could concern your target audience. In recruitment marketing campaigns, you may find that the applications coming through are not quite hitting the mark for what you’re looking for, making it apparent that adjustments are required. It could be that the locations you’re targeting need a little refinement, or the general targeting criteria altering.

Additionally, it could be that the ads themselves need refreshing. The visuals may not be appealing to the audience, or the post copy may not be delivering the message powerfully enough. Depending on the length of the campaign, it can also be explained by ad fatigue. When your audience is being served the same ads on multiple occasions, they become less responsive to them.

Without being proactive in your approach, you’re failing to get the best out of your campaign. Assessing the performance and optimising the campaign regularly should result in more quality, relevant applications.

Similarities with managing the recruitment process

If you asked the majority of recruitment consultants to name the most important aspects of their job role, managing the end to end process would feature prominently. Even when you believe you’ve found the ideal candidate for your position, several potential dangers persist.

By not handling the process meticulously enough, you run the risk of losing that candidate. Examples of this involve arranging timely interviews, maintaining communication and ensuring all involved remain engaged throughout the hiring process.

Neglecting any of these can often result in a disappointing outcome. The candidate, who had seemed so promising, may not feel valued by your business and is likely to be attracted elsewhere. Similarities exist when running a marketing campaign. The initial concept and planning may be perfect, but without any monitoring once underway, you run the risk of falling short. By not reacting to the performance of your ads, you’re likely to be missing out on some top talent.

You don’t necessarily need to dedicate hours to analysing every aspect of your campaign but being diligent can make a monumental difference to your recruitment success.

Written by Tom Chapman, Digital Marketing Executive at Talent Works International. For more information, contact tom.chapman@talent-works.com.

Ada Lovelace: The world’s first female coder

Who was Ada Lovelace?

Ada Lovelace, born The Honourable Augusta Ada Byron, in 1815, was the only daughter of Lord Byron and his mathematics enthused wife, Annabella Milbanke. Born to an unhappy marriage, Ada barely knew her father and was raised alone by her mother, a philanthropist, and activist, with her grandmother’s help.

Born in an era in which most women were denied education, Ada was educated at home. She took a particular interest in mathematics, taking after her mother, and showed little interest in her father’s famous poetry.

How did Ada put her mathematical skills to use?

In 1833, Ada was introduced to Charles Babbage, an inventor, and professor of mathematics. He was impressed by her mathematic ability, likewise, she by his inventions, and they were to be friends for life. He described her as “the enchantress of numbers.”

She was particularly intrigued by Babbage’s plans for a machine he called the Analytical Engine. This invention was a type of computing machine that had all the elements of a modern computer, including an arithmetical unit, conditional branching and loops, and integrated memory.

It was a progression from his previous government-funded invention, the Difference Engine. He had designed the Difference Engine to complete mathematical functions, which required ogarithmic or trigonometric functions that would usually be worked out by hand, using large tables of numbers.

Why is she known as the first female coder?

Lovelace studied Babbage’s plans for the Analytical Engine and became an expert in its workings. She later translated into English a paper written about the machine by an Italian engineer. As she knew the machine so well, she corrected errors throughout the article and added to it with her knowledge, eventually tripling the length of the paper.

The article she wrote contains many early computer programs and ideas about how the machine could eventually be used. For example, to manipulate symbols and create music.

What is her legacy?

Lovelace’s notes on the Analytical Engine were the first to be published, and, therefore, she is often known as “the first computer programmer.” However, she died only a few short years after publication, and as a result, her full potential is unknown.

The Analytical Engine was ultimately never made. However, Ada Lovelace’s notes on the machine became the inspiration to Alan Turing’s work on the first modern computer during the war in the 1940s.

She was a modern woman who broke convention at the time and refused to conform to the expectations of her gender. Unfortunately, history was not kind to her and often downplayed her achievements. It is only in recent years that her legacy has been given the credit it deserves. As a result, she is an inspiration and a key figure for women in STEM today. 

How important is paid media in recruitment?

In the first instalment of our blog series exploring the role of paid media in recruitment, we discussed how a lack of knowledge was having a negative impact. The focus of this piece is on the role paid advertising can play in fulfilling a recruitment requirement.

Businesses currently looking to hire are facing a number of challenges, not least the fact the market is being heavily candidate driven. In the majority of sectors, the number of opportunities available are exceeding the number of candidates qualified to fill them. Unsurprisingly, this is causing problems. However, utilising paid media can have a crucial part to play in alleviating this headache.

Enables a much larger reach

With hiring becoming increasingly difficult, the approach taken when advertising must be considered much more carefully. Organic strategies are now unlikely to be sufficient in bringing in the desired quality applications. Posting a job role on social media without any budget is likely to bring very minimal results. The reason is simple; only 10-20% of your page followers will be directly exposed to your post on their news feed.

A very different outcome is experienced when paid advertising is introduced. The level of investment influences the impact that is felt, but even a small budget is better than none at all. The number of people you can reach is significantly enhanced, which in turn should ensure better results are obtained.

If that ultimately results in a hire being made, the investment was money well spent.

Ability to target passive candidates

Not only does paid advertising enable a company to reach a much larger audience, within that audience will undoubtedly be a number of passive candidates. Even though these individuals are not actively looking for a new role, interest can still be created.

Attracting passive candidates can be extremely valuable when looking to make a quality hire. Typically, these individuals are already employed in a good job, and their current employer usually wants to retain them. Additionally, the absence of needing to find a new role means they are less likely to hide flaws and inflate skills.

To attract such candidates, the campaign must be powerful enough to grab the attention of top talent. Cutting through the noise can be the biggest challenge, and often requires specialist knowledge of the subject area.

Advanced targeting features

One of the biggest question marks around paid media surrounds the accuracy of the targeting. The answer is that it can be as focused as you want it to be, as the algorithms employed are highly sophisticated. The majority of top advertising platforms offer advanced features which enable you to target the specific audiences you’re attempting to reach. This negates the threat of spending money targeting people who are not relevant.

A range of features are available which help to ensure targeting is as focused and relevant as you want it to be. Specific location areas can be selected, with full control over the exact radiuses to be captured. Therefore, transport links in the surrounding areas can be taken into consideration. This is vitally important in recruitment when looking at commute times and distances.

In addition to the location flexibility offered, audiences can also be refined by interest, job title, and field of study. All are essential factors when targeting, especially in recruitment where experience and qualifications play such an integral role. These fields ensure that only those who match the requirements of the role are served the ads. As a consequence, more relevant applications should be received.

Assisting the long-term strategy

The short-term benefits of running paid media campaigns are clear, but they can also have a positive impact in the long-term. Many organisations have a hiring strategy in place, which align with future growth plans. So, even though there might be a recruitment drive taking place at the time of the media campaign running, success is not limited to the present.

One of the primary reasons for this is the boost that can be provided to your employer brand. By investing in paid media to promote available positions, a considerable number of people are exposed to your brand. This is not only beneficial in generating external awareness of your business, but it can assist future recruitment efforts too. Even if someone isn’t looking to apply for one of your roles right now, it doesn’t mean they won’t in future.

Enabling your brand message to be seen by a wider audience can generate intrigue around your business. This can result in individuals taking a keener interest in future developments, as well as any openings which may arise. Ultimately, a pipeline of talent, already familiar with your brand, can be generated well in advance.

Successfully recruiting top talent is far from straightforward. It can be difficult enough to find these individuals, let alone employ them. However, utilising paid media can offer the exposure required to clear this hurdle.

Written by Tom Chapman, Digital Marketing Executive at Talent Works International. For more information, contact tom.chapman@talent-works.com.

RPO for digital transformation

What is digital transformation?

The term digital transformation sounds complicated. However, it’s very much what it sounds like.

As technology advances, organisational processes need to change and adapt to keep up. When a company adapts to these changes on a large scale across the organisation, this is called digital transformation.

When an organisation transforms its processes to embrace new technologies, it can be a daunting task. There will be big changes to handle and, as well as this, smaller processes that also need to change. Overall, digital transformation requires time, patience and a dedicated workforce.

It’s this last part that we’re particularly interested in.

A crucial part of any digital overhaul is having the right employees in place to push it forward.

In many companies undergoing a digital transformation, this requires all new hires in brand new job roles. Often, the number of hires needed indicates the need for a brand new tech department, especially in typically non-tech organisations.

Why are organisations undergoing digital transformation?

Digital transformation matters because if companies don’t keep up with technological innovations and digital processes, they are likely to lose out.

This loss can take many forms, but the ultimate cost is a financial one. According to research, “there is the potential for over $18 trillion of new value to be harvested”. So, digital transformation is an investment in the future of an organisation.

Ultimately, if companies want to be around for the long haul, they need to remain relevant. If they don’t, they will be overtaken by other companies with a more up-to-date offering. Once an organisation drops behind, it will take twice as long to catch up as it would to have got ahead in the first place.

Imagine the future of tech in business. According to Deloitte’s 10th annual tech trends report, “advanced networking, serverless computing, and intelligent interfaces will reshape business processes in the coming years.” All these innovations will speed up processes so that organisations can achieve far more in less time.

So, how can RPO help?

The number of hires needed to fulfil a complete digital transformation often far exceed an organisation’s current recruitment capacity. Outsourcing your tech recruitment needs can be the simplest, most cost-effective way to ensure your organisation attracts the right talent.

You can find out more about an RPO can help solve your tech recruitment needs here.

How can your company attract the right tech talent?

Any company looking to make an increase in hires needs to consider both their employer brand and employee value proposition.

The current market is overwhelmingly candidate-driven. So, there are fewer candidates than there are jobs. This becomes particularly apparent when trying to fill tech roles. Despite tech innovations being predicted to erase the need for manual job roles, research has shown technology has “created more jobs than it has destroyed.” However, the current workforce is struggling to provide the skills needed to fill these roles.

While internal training programmes and investment in the upcoming generations can solve these problems for the future, for now, there is a talent shortage. This means companies need to ensure they are ahead of the competition for the tech talent that can help to transform their company.

The benefits of an RPO partnership will naturally give an organisation the added benefits they need, with specialised, experienced recruiters and skill-specific talent pools at their fingertips. However, any organisation looking to make a dramatic increase in hires needs to refine its employer brand.

Why does your employer brand matter?

Essentially, you need to make it clear what it is your organisation is providing that makes you different. Define why top talent should work for you. Your employer branding communicates to candidates who you are, and how you do things. 

To do this, you need to define your principles and what the day-to-day looks like in your organisation. Once you have this established, you need to craft a narrative to draw talent in.

So, digital transformation for large organisations is, essentially, inevitable.

All companies need to embrace transformation to stay relevant and avoid falling behind. Where this might seem like a daunting task for large companies, there are measures your organisation can take to ensure that you are attracting the right tech talent.

Utilise an RPO to outsource your tech recruitment needs and refine your narrative to potential employees. In a world where there are endless possibilities, and job roles are abundant, it’s essential to streamline your message so that the right people hear you.

This requires a carefully crafted EVP and innovative recruitment marketing strategy so that the application process is geared towards tech talent right from the beginning. 

To find out more about RPO for digital transformation, you can check out our RPO eBook.

How is a lack of knowledge on paid media affecting the recruitment industry?

There are numerous avenues available when looking to fulfil a recruitment requirement. The majority of these are well known and have been discussed at great length. One strategy that doesn’t fall into this category is paid media.

Despite the concept being well documented over recent years, it continues to be largely overlooked for recruitment needs. Google, Facebook and LinkedIn, amongst others, offer strong advertising capabilities. Therefore, considering the wealth of options available, the current lack of use is somewhat surprising.

What is behind the current reluctance?

So, what is preventing businesses from taking advantage of paid media advertising for their recruitment? There are a number of potential explanations, but a lack of understanding features high on the list.

A likely scenario is that decision-makers are concluding that there is insufficient knowledge within their organisation to adequately set up, and maintain, a successful paid media campaign. With the complexities that accompany the day-to-day running of these channels, it’s unsurprising that this is proving challenging.

Which aspects are discouraging the use of paid media?

Even though an increasing number of organisations recognise the importance of paid social media, they also understand the need for expertise in the area.

There are several potential pitfalls when attempting to run a successful campaign, and mistakes can be easy to make when not experienced in the area. There must be consideration shown to the locations to target, the campaign goals to set, the tracking of users who have visited the landing page, the call to action and the media channels to utilise. Failure to acknowledge any one of these aspects can significantly harm the success of a campaign.

How can this barrier be cleared?

However, there is a straightforward solution to this problem; partnering with a specialist recruitment marketing company. By doing so, the creation of your campaign, as well as the daily maintenance necessary to maximise success, are all handled on your behalf. Not only will this ensure adverts are optimised to target the largest and most relevant audiences, but it will also significantly increase the likelihood of good quality applications being harvested.

Another option open to businesses is the use of an RPO provider. RPO, of course, means much more than just handling paid media campaigns, but it can certainly fall into the overall offering.

All aspects of the recruitment campaign can be managed, from the construction of a landing page to the creation of assets to advertise across the most appropriate paid media channels. Such specialisms highlight the value of an RPO provider and the crucial role they can have in ensuring the success of your recruitment campaign.

Witness the success of consumer marketing

How often have you witnessed adverts on the internet related to products or services you have recently searched for? No doubt, countless times. In turn, has that ever prompted you to click through to the page and purchase that item or take advantage of that offer? Most likely. This is a classic example of remarketing.

By retargeting ads to individuals who have recently visited a site, there is a higher probability that the final action will be taken. If an individual has already displayed interest, an additional reminder could be all that’s required to tempt that person into eventually making that all important purchase.

How can it be replicated in recruitment?

A similar approach can also work effectively in recruitment. As a job seeker or passive candidate, you’re likely to come across a whole host of job advertisements while searching the internet. Within that, you may click through to roles which sound of potential interest. However, that will not always translate into an application being made.

In many cases, the timing may not be right to make a move, even if the proposition sounds like an interesting one. Despite this, if served the ad again at a later date through remarketing, it not only reminds the individual of the opportunity, it could represent an appropriate time to register.

Consequently, a similar degree of success can be enjoyed as is experienced with consumer marketing.

Don’t let a shortage of expertise be a roadblock

The digital transformation process taking place at the moment should provide a great incentive to give the green light on utilising paid media. Without doing so, you risk missing out on much of the top talent. By failing to open up your proposition to a broader audience, the quality of responses is likely to be significantly reduced.

Don’t let a lack of expertise within your business prevent you from adopting paid media strategies to propel your recruitment campaign.

This is the first instalment of a blog series exploring the subject of paid media within the recruitment industry, so look out for more over the coming weeks.

Written by Tom Chapman, Digital Marketing Executive at Talent Works International. For more information, contact tom.chapman@talent-works.com.

Our 10 year anniversary: The people behind the brand

On March 1st, Talent Works International turned 10 years old. At the time, we marked the occasion with an interview with our CEO and founder Neil Purcell. As we’re nearing the end of March, we’re getting ready to celebrate in style, and in person, with all our colleagues. So, we thought it was the ideal time to chat to our employees, both new and old, from Northampton, to Manchester and Boston.

The Talent Works experience connects us. Some longstanding employees have built friendships that extend right through to their children and families. As Global Senior Consultant, Tammy Davies says, “I’ve made friends here I will carry for life.”

Some newcomers are just integrating themselves into the fold and, as such, making their mark. In this blog we’re listening to them all and collating their experiences in one place to give our readers an insight into who the people behind the brand are.

When did TWI start?

Jody Russell, Business Support Manager, is TWI’s longest standing employee, having been with the business since the day of its inception. As she had worked with Neil previously, Jody was excited by his vision to build his own company, and she agreed to join him on the journey.

We started off in a converted barn, on a farm. The countryside was lovely, but it was freezing in the winter, baking in the summer. But we were all in it together. As a company, we still tend to feel like we are all in it together. It feels like family to me because it’s been such a massive part of my life, for the last 10 years. To me, it’s more than a business. I can’t ever see it not being exciting, different or challenging.

So, what happened then?

In the interim between then and now, TWI has both grown and evolved to meet the demands of the ever-changing recruitment climate. Simon Thomas, Brand & Strategy Director, said the business is unrecognisable from when he joined. He said, in terms of continuing development, he’s learned to expect the unexpected.

Talent Works started as pure Talent Mapping and Executive Search, before establishing a team dedicated to Brand & Insight to provide a more tailored solution to our clients. Just over 3 years ago, we established our RPO offering and have seen this strand of our business move from strength to strength ever since. What we’re now providing is a source of difference in the market, combining RPO with our Creative, Insight and Digital offerings to provide flexible strategies for our clients.

We opened our Boston branch over 5 years ago, at a similar time to our Manchester based Creative team, with our VP of North America Jody Robie at the helm. This move established us as an international force. Jody has worked in television journalism, producing and reporting, as well as in recruitment, so she bought a new strand of forward thinking and creativity to the leadership team.

Our services now cover everything sourcing and employer brand related. The diversity of the solutions we can provide has enabled our continual growth over the years and brought us all the way to our 10-year anniversary.

What adventures have we had along the way?

During these 10 years we have maintained a culture of celebration. We have always placed an emphasis on rewarding internal achievements and milestones. This value comes from an innate belief that we should practice what we preach, cultivating an employer brand that not only attracts the best talent, but makes the most of the talent we already have.

We have many examples of how we have chosen to encourage and value our staff over the years. For example, on Geoff Pedder’s (Lead Consultant, Brand & Insight) third day in the business he won a TV on an away day after winning a Go-Carting competition. He was a bit surprised, to say the least, but when we celebrate our staff we do it well.

Over the years we have organised holidays, from Marbella to Las Vegas. Hollie Stiff, Senior Client Partner, recalls business class flights, and VIP tables with bouncers. Tammy Davies remembers attending football games, and The Player of the Year Awards with Neil, who is a dedicated Manchester United fan.

Of course, it’s not all fun and games. We work hard, and we are committed to supporting the growth and development of our people in more personal ways as well. Hollie Stiff, TWI Senior Client Partner, cites her huge respect for Neil, and “what hes done for me in my career.” Sophia, Art Director, joined TWI in the Manchester office as a Junior Designer. After 3 months she was promoted to Art Director and has since taken part in pitches and won them. Alongside the fun and the successes, there have of course been difficult decisions but, as Simon Thomas says…

How has the new office changed TWI?

In 2018 we invested in an exciting office renovation in Northampton. It has resulted in a space we are remarkably proud of. This is not just because it is a beautiful place to spend each day, but because it is a sign of our investment in and respect for our employees. As Geoff Pedder says, the office in Northampton is a huge statement. It promotes collaboration, but also provides space to get away. Jody Russell says, we want our staff to have the best surroundings, to make their days better. You spend so much of your time at work, it’s important to be somewhere that has colour and warmth.

At Talent Works we are so excited for the next step in our adventure, but we are loving being able to reflect on our achievements as we celebrate reaching 10 years old. We have experienced both highs and lows over the last 10 years. However, throughout it all, we are proud to have grown the business and retained our identity throughout. We have ensured our focus remains on our core values, putting our people and our clients first.

Currently, it is an extraordinary time to be in recruitment. Curating a powerful employer brand is essential in a market which is so candidate rich. While we’re interested to see the future of AI and how it affects recruitment, we believe in the importance of human connection and interaction. As always, we remain committed to having the best talent on the job.

5 ways RPO can enhance your employer brand

Your employer brand is key to attracting and retaining top talent.

By effectively communicating who you are as a company, you can attract high-quality candidates and improve retention rates. When your employer brand is strong, candidates will want to work for you.

RPO providers can help to develop and build your employer brand. As well as this, they can make sure your employer brand is effectively represented through the recruitment process.

We’ve put together some of the ways working with an RPO provider can help strengthen your employer brand.

Work with a recruiter who specialises in the appropriate area

When outsourcing your recruitment process, you can partner with recruitment specialists who are experienced in the sectors most relevant to your business’ vacancies. Working with an experienced sourcing specialist reduces time and optimises your recruitment process. A recruiter who fundamentally understands the role and its value to your business is best placed to source the right fit.

A recruiter becomes an extension of your business

One of the main advantages of RPO is that the recruiter or recruitment team you partner with becomes an extension of your business. They will spend time getting to know your business extensively so that they can represent you accurately. RPO recruiters are uniquely placed not just to understand your brand, but to enhance it.

Expertly crafted job descriptions

A well-crafted job description is essential in capturing top talent. RPO providers offer support in writing ad descriptions that instil your employer brand, while accurately defining the job role to ensure it attracts relevant candidates. If a job description is too vague it can result in an influx of applications from candidates who are just not right for the role. Most RPO providers have copywriters and content writers who can give your job advert that extra flare to make it stand out. This also ensures the words used are succinct and to the point.

Using social media in your recruitment marketing

Some RPO providers have creative and digital teams. This means they can create specialised social media campaigns, promoting your employer brand to reach the right candidates. Experienced digital marketers can target an audience for your job postings, right down to city and profession. This ensures you are targeting the most relevant candidates and using your resourcing budget effectively.

Quality candidate experience

Candidates want to be confident that they’re making the right decision if they choose to join your business. By utilising recruitment partners, you can ensure that the candidate will get a quality experience throughout the entire recruitment journey, from the application stage through to interview feedback.

Specialist recruitment teams can provide excellent support to candidates, giving them the information they require when they need it. And because recruitment partners are aligned with your company values, they can shortlist candidates that are not only right for the vacancy but also a good fit for your team.

RPO and employer branding go hand in hand to make your recruitment strategy more specialised, and ultimately more successful. To find out more, check out our blogs on RPO FAQ’s and how to improve your employer brand.

Promoting your employer brand on Social media: a guide on what NOT to do

Social media is fast becoming the way candidates find out about your employer brand, with a staggering 68% of Millenials choosing to specifically visit company social channels to evaluate their employer brand prior to applying for a role. After the company website, the most visited site when researching a potential employer is their corporate Facebook page. Is it time you took control of your employer brand on social media? In this blog, we go through our top tips on what not to do as well as some inspiring examples from companies who are getting it right.

Stay the same

Each social channel has its own merits and the way content is consumed differs accordingly. Ensure your posts are tailored to the particular channel and limit cross-posting. It can start to look automated if you post the same content on all channels on the same day. Change up your timings or be selective of where you post – will that funny Gif work as well on LinkedIn as it will on Twitter?

Sound like a robot

Automation is efficient and can be really effective if used correctly. But just because something can be automated doesn’t mean it should. Some ATS systems can automatically post job vacancies to your social feeds however, rather than flooding your audience’s feeds with irrelevant job openings, we’d recommend cherry picking the right roles to promote.

Share corporate content or stock imagery

Your content should showcase real people in your organisation and give a true picture of what it’s like to work there. Take advantage of the digital era we live in and encourage your employees to capture shareable moments, which prospective candidates will be truly interested in seeing.

Only post about you

It can be off-putting if a person only ever speaks about themselves- the same can be said for companies on their social media channels. It’s great to post about your employees and organisation, but avoid being predictable or producing forced content. Intersperse this with curated content which represents your brand values, and will be of use to your audience.

Start without a solid Employee Value Proposition (EVP)

It is important for all members of the social media/marketing team to be aware of your brand values before you begin. This will ensure a consistent style and tone across your social channels. A strong EVP will drive your content strategy and have the adaptability to work across various social channels without feeling repetitive.

Ignore your audience

Social media isn’t meant to be a one-way conversation. By interacting with your following and asking questions you’ll increase engagement (major plus!) and you’ll discover insights about your audience that you can use in the future.

Stay free forever

Once you’ve nailed down your strategy and gained an understanding of what your audience likes, don’t be afraid to put some money behind your posts. Using Facebook sponsored advertising, even on a minimal budget, will increase engagement and give you the ability to target specific audiences.

Stretch yourself too thin

The main social channels are LinkedIn, Twitter, Facebook and Instagram but there are others including Google+ and YouTube. Be sensible with the number of channels you decide to use as each will take valuable time to manage. If you have limited resources stick with 1-2 channels and perfect your content before you consider expanding.

Stick to what you know

When it comes to recruiting the social network of choice more often than not is LinkedIn. This doesn’t mean it is the best platform for every business to showcase their employer brand though. If you are only launching on 1-2 social channels initially think about where your target audience spends most of their time, and place yourself in the action.

Go it alone

It’s crucial that your employees back your brand from the beginning and show their support by sharing posts on their channels – especially at the beginning. A good way to do this is by utilising an employee referral program (ERP) which will make it easier for your employees to share your content. As well as increasing your reach, referrals will also increase the quality of applicants. Referred candidates are 3-4 times more likely to be hired than candidates who haven’t been referred.

Who’s doing it right?

There are many companies that are using social media to promote their employer brand. Here are a few examples from organisations who think are doing particularly well.

Employer branding example on Facebook

Why does it work well?

Not only does it use an authentic-looking picture of a Nando’s employee, it is accompanied by a quote about his personal experiences of working there. This post is simple, unpolished and packed full of honesty.

Employer branding example on Twitter

Why does it work well?

The BBC Careers account shares live job listings, but BBC Get In, their entry-level recruitment account, touches on the more human, user-generated side of things. Here, they repurpose images and posts from employee’s to share behind the scenes content. This is posting in its most natural form, and no extra context is required.

As well as this, the name of the channel sets them apart from other more generic careers social channels, and sets the tone for the rest of their feed.

Employer branding example on Instagram

Why does it work well?

Instagram is a place where you can really get creative with your content. Penguin Random House Careers are onto a winner with this post – fun user-generated boomerang image, a quote from an employee and a handful of relatable hashtags which will make the post easier for potential candidates to access.

Employer branding examples on LinkedIn

Why does it work well?

This post by Oath reflects their company values by referencing their commitment to diversity and equality. Including a group photo emphasises their authenticity and commitment to their people.

People spend on average 1 hour 40 minutes a day on social media and it is increasingly becoming the first point of call in candidates’ search for jobs and information on hiring companies. With 69% of candidates more likely to apply to a company which manages its employer brand its crucial, now more than ever, for your employer brand to be present on social media in order to attract top talent.

Looking for more figures on social media? Check out our blog on our top social media stats you need to know if you’re in recruitment.