Some things can be left to chance. Your recruitment marketing strategy isn’t one of them.
It’s important to have a plan — specifically an agile, strategic, omnichannel talent marketing plan, leveraging programmatic media — that streamlines and simplifies your efforts while effectively allocating your budget to high-performing tactics.
At its core, strategic media planning helps drive candidates into the funnel — including candidates that aren’t ready to make an immediate decision and need nurturing over time.
Behind that sound strategy? Technology. Definitely technology.
Programmatic marketing uses analytics and machine learning to serve ads to your target audiences. It also optimizes the ad buying process automatically and in real-time which leads to high-cost efficiency and requires minimum manual tweaks and monitoring.
This technology helps you target the right people in the right way, at the right time. It empowers you with relevant data that can be applied to your career website experience. It also lends a laser focus when remarketing to right-fit talent, including in niche markets.
Remember that not only does media empower you to access passive leads — it also complements and supports your outbound efforts, provided your audience is familiar with, and receptive to, your employer brand.
1. Programmatic media helps you be agile
Every brand is different and therefore requires a custom approach and the ability to pivot in response to changing business needs — whether that is on a yearly, quarterly, or even daily basis.
You may need to dial up or down aspects of your plan at different times of the year, and you may need to adjust your strategy on the fly. When that strategy is backed by nimble programmatic technology, you can effortlessly, successfully pivot your approach.
2. Programmatic media helps get the word out
Say, for example, there aren’t enough candidates for a job or there’s a limited talent pool for the jobs you’re trying to fill. Maybe you’re experiencing high volume hiring needs or have experienced an influx of quick quits. You may even need quality hires for a specialty skill set.
As long as your foundation is a solidified, compelling employer brand — and the technology to convey it — you can get your message out. You can let your target job-seekers know they should work for you — and express why. Technology puts your brand message work — in the right places, at the right time, and in the right way.
3. Programmatic media helps you chart successes — and failures
Technology lets you track what you’re spending on media and know-how successful it is. Then, it automatically optimizes your campaigns based on performance and goals in real-time.
Without the power of analytics, you’re unable to track your spend, and you can’t identify whether or not it makes sense. That leads to end-of-year chaos; a lack of budget for necessary efforts; and the failure to adequately attract, engage, and nurture the talent you need.
Fortunately, there’s no reason to run around like your head is on fire. You can calmly, methodically tackle your media strategy with great results. You can bring talent into your experience, nurture them through to hire, and free up recruiters to build relationships one-on-one.
Since recruiters are not marketers and shouldn’t be expected to be, it’s time to let a tech-powered media strategy do the heavy lifting. Let it adjust your spend as the market and circumstances dictate. And let it nurture quality candidates so you can focus on tasks at hand.
Senior Vice President, General Manager - South - Shannon is responsible for driving company growth and measurable value for clients by delivering omnichannel recruitment marketing, employer brand, creative, and technology strategies that uniquely connect brands to talent. Given Shannon’s prior roles at Symphony Talent as SVP, Strategy and VP, Content Marketing, she is ideally suited for this role where she can have the greatest impact at the foundational level of account planning strategies. Shannon has spent eighteen (18) years in digital marketing and web development, specializing in helping clients leverage web, mobile, and social media to communicate employer brands, interact with potential candidates, and engage employees. Shannon is an employer branding, social recruiting, online employer reputation, and employee advocacy/brand ambassador thought leader and a frequent national speaker. Shannon has a degree in psychology from Colgate University, and her education and career developed in parallel with this industry. The combination of technology and how it affects people is the root of her fascination.
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