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Recently, Parqa had the opportunity to write for one of the leading companies in the staffing industry: Bullhorn. You know the name, you know what they offer, and you know how they’re changing the recruiting landscape as we know it. Bullhorn tapped us to write about one of our favorite topics: content. Specifically, the kinds of content your candidates will respond to best. We hope this illuminates your own recruiting strategy. If you have questions or want to get started on your own content strategy, contact us today!
Like every consumer, candidates respond to content that best relates to their interests, desires, and pain points. Sounds easy enough, but there is art, science, and not a small amount of strategy in creating timely and relatable content and delivering it when needed. Doing it right takes:
Communication strategies must go beyond brand awareness or thought leadership content. In today’s digital world, your communication strategy needs to solve candidate pain points and drive value for your candidates throughout the entire candidate lifecycle.
First, we’ll uncover key aspects needed in your engagement strategy before discussing the different stages of the candidate journey, and what types of content are most important each step of the way:
Yes, this means persona understanding. What makes your segments unique? Who are they? What do they care about? What do they worry about and when? How do they define success? What pressures and demands do they face?
Candidates are people, and people want to work with organizations that understand them and can continually offer them value when they need it most. Many staffing organizations have a deep understanding of their offerings and develop excellent thought leadership content for brand awareness but struggle to connect marketing content on an individual candidate level. Audience understanding is the core of valuable content for your candidates and unique market positioning.
Once personas are clearly defined, layering on their unique activities across different stages of their journey allows organizations to develop content that resonates across the candidate lifecycle. What are they thinking, feeling, and doing as they go through their journey? Not what are they thinking about YOU, but what are they thinking about their own needs? The result of the exercise below will vary drastically depending on the candidate segment (persona).
Here’s a sample framework for Customer Activity understanding:
The candidate may or may not know that your staffing firm even exists. What they do know is that they are unhappy in their current position and are open to exploring a new opportunity.
Maybe they are THINKING: What do I want to do next? Who can help me get what I want?
Maybe they are FEELING: I don’t like change. I’m busy and searching for a job is a lot of work.
Maybe they are DOING: I’m applying to jobs and/or researching staffing firms. I’m updating my resume/social profiles.
Potential Content: Establish your organization as a trusted advisor and guide in their journey. What are their options? What can they expect from a recruiter? How will you put them in a better position professionally?
The candidate’s big questions have been answered, and they have decided on a preferred path to find their next position.
Maybe they are THINKING: Which recruiters that I have talked to do I like? If I get an offer, am I prepared to take it?
Maybe they are FEELING: I’m uncertain of what to expect. I’m excited about a potential new role.
Maybe they are DOING: I’m preparing to interview. I’m talking with family about potential and impact.
Potential Content: We’ll help you move from ideation to execution in finding your next role. How does the process work? What potential (open) jobs may be a fit for you? What is your market value?
The candidate is interviewing, has identified a position(s) that they are interested in, and are looking forward to accepting a new job.
Maybe they are THINKING: Is this job right for me? What will my day-to-day to look like? Will this company/team/manager value of my skillset?
Maybe they are FEELING: I’m excited for something new. I’m nervous to tell my current employer. I’m hoping I picked the right job.
Maybe they are DOING: I’m consulting with my inner circle to make the decision. I’m working on employment eligibility documentation. I’m negotiating an offer.
Potential Content: We’ll help you manage the emotion and stress of change in your life. How can you tell your current employer? How can you adjust to a new environment? What details do you want to discuss with family or friends?
The candidate has accepted a new role and is in the process of preparing for the job to start and then adjusting to the first couple of weeks in the new role.
Maybe they are THINKING: How am I doing? Do I like it here? Who am I going to be friends with?
Maybe they are FEELING: I’m loving this honeymoon stage. I’m worried about too much or not enough work. I’m not sure I like it here.
Maybe they are DOING: I’m learning a lot very quickly. I’m trying to make connections within the company. I’m busy onboarding.
Potential Content: Continue to deliver value even though the “recruitment process” is winding down. Your recruiter still cares about you and supports you. How can you manage the onboarding phase? Are there tips to building relationships in a new organization?
The candidate is settled into their role, the honeymoon stage has worn off and they have reached their new normal.
Maybe they are THINKING: Will they hire me full time? Do I like working here? Am I being challenged? How do I know if I’m providing value and my employer is satisfied with my work?
Maybe they are FEELING: I’m happy/satisfied/dissatisfied with this job. I’m attached/unattached to this organization. I’m not sure I want to continue this contract.
Maybe they are DOING: I’m getting embedded with the team. I’m learning and advancing my career. I’m adding value to the organization.
Potential Content: Make them feel part of a community that is helping them continue to grow. Provide performance feedback and continue to be there and are available when it’s time for their next role. Can you provide news or professional development opportunities relevant to their industry/skills?
The candidate’s contract end is imminent, and they begin to think about what is next for them in their career.
Maybe they are THINKING: Do I want to reengage with my last recruiter? What staffing firm has the best opportunities for me? What do I want to do next? Do I want another contract vs. time off/permanent role?
Maybe they are FEELING: I’m ready to move on. I’m uncertain/nervous about what will happen when my contract ends. I’m not prepared to start the process again.
Maybe they are DOING: I’m networking and applying to jobs on my own. I’m updating my resume and social media. I’m dealing with contract extension ambiguity.
Potential Content: Establish that you are still their trusted guide and are hard at work to understand what they want next and are ready to find their next role for them. How exactly are you going to guide them? What opportunities exist because of their additional experience?
Blogs and social postings are a great way to deliver thought leadership content and establish brand credibility. But what guarantee do you have that you are reaching your candidates at scale and with content that meets their needs at the right time?
Do you use job boards for new candidates (or the same candidates) every time you have a new contract? Do your candidates ghost you? Do you have candidates that redeploy with competitors? Is your content self-serving while they are on contract (surveys and referral requests vs. also giving them something to help them/show them you continue to invest in them and their career)?
CRMs and ATSs are overflowing with data points that are clear trigger points in time along the candidate lifecycle. Is your data and tech connected to allow you to deliver value at those individual trigger points? Do you have automations in place that serve your candidates with personally relevant content at scale throughout their journey? Do you have automations in place to continue the conversation when your candidates interact with your content? This is the content that your candidates will respond to the best!
The whole premise of Bullhorn’s Connected Recruiting methodology is to engage your talent at EVERY stage of the talent lifecycle. If the candidate is engaged back, you know you are adding value and establishing yourself as a trusted advisor. Candidate attraction is no longer just a top of the funnel activity, and your communication strategy needs to encompass the entire candidate lifecycle. The best place to start is by building a culture that is invested in understanding the hopes, fears, and pain points of your candidates and finding scalable ways to solve them.
The staffing firms leading the pack are investing in scalable processes, technologies, and communication strategies to ensure long-term growth and drive enterprise value. Parqa exists to get you there faster, with less risk and stronger returns.
Whatever you do in the staffing industry, take a moment and stop what you’re doing. Do yourself a favor and watch this video from Bullhorn’s CEO & Co-Founder, Art Papas, during this year’s Engage conference in Boston. Art’s speech hits the nail on the head.
Right now, there is a unique opportunity in the staffing industry to solve some of the most persistent barriers to staffing, and Art expertly lays it all out, from:
Art covers so much more in his keynote. These are the top issues everyone in staffing is trying to figure out, and the answer could be very simple. The key to winning in staffing begins with understanding what it takes and committing to a strategy you can trust. Watch Art’s video below.
It’s no surprise that the staffing industry is evolving at an unprecedented pace. The digital transformation—and the future of the staffing industry as a whole—is upon us. While that truth comes with its fair share of challenges and a bit of pressure, there has never been a more exciting time to be in staffing.
As a business leader, now is the time to focus on investing in the right tech stack, developing scalable processes, automating standard outputs, and marching toward maximum efficiency to ensure your firm has the legs to be, what we like to call, a staffing firm of the future.
You might be sitting there thinking, “Yes, that’s me!” But what does that mean in practical terms? In this blog, we’re bringing a few key principles to get your strategy in place for long-haul growth and success.[/vc_column_text][vc_column_text]
The best way to future-proof your staffing strategy is to begin with the things you already know.[/vc_column_text][vc_column_text]
Many staffing agencies have built massive databases to the tune of hundreds of thousands of candidates. The chances are, however, they’re not touching them right now. Accessing that highly valuable database means:
Until recently, that meant an impossible amount of time-consuming manual tasks. That is, until automation made the impossible a reality—which leads us to the next point.
Any recruiter who has sent a happy birthday email or congratulations for one month on contract could tell you they put a lot of consideration and effort into just that one touch point. Building strong recruiter-to-candidate relationships is paramount in our industry. You want to continually remind your candidates of the great experience they’ve already had with your company, and how there’s more where that came from. But doing that several thousands of times a day is impossible. The great news is that for staffing agencies, automation makes it possible to do more with less. You don’t have to hire a team of full-time recruiters to send thousands of messages individually. We can solve that through automation to ensure every candidate has a great experience on a much larger scale.
You’re likely getting hundreds of applications every day. Do you have the technology to parse out the top candidates from unqualified leads? Knowing how to cut the clutter and activate the most qualified workers will not only save you an incredible amount of time, but will also help your placement rate and go a long way in building trust with your clients. To cut the noise, you need more insight into your database and incoming leads.
Building the best candidate experience should be one of your agency’s top priorities if it’s not already. Delivering the very best candidate experience means:
These days, job seekers have more visibility into their order for pizza than they have with their applications. Get your agency to a place where you can provide the immediacy and service job seekers are used to in every other marketplace. That is perhaps the most effective way to future-proof your recruiting strategy.
The future may be uncertain, but there are several ways you can prepare your staffing agency for almost any direction the employment market may turn. We can help you get there.
Contact PARQA today to earn how our performance marketing agency can help you future proof your staffing firm.
Every staffing agency is different. For example, one agency might measure success by engagement rates like comments or likes on individual posts. While other agencies may only be concerned about click-through rates, some of the most inspiring and motivating agencies work in connecting and engaging with their target audience. Some businesses are even getting scientific with our Technology & Automation team with in-depth marketing attribution reports that provide much deeper insights into the real value of their social media marketing efforts.
Whatever success looks like to you, we find something for everyone in our client’s quarterly business reviews. And every quarter, we learn something new about social media marketing and that elusive ROI that reminds us of the power of social media and why it’s so critical to the staffing industry.
Below are some of our favorite highlights, including the things we loved and what we learned from some top staffing agencies that are excelling on social media these days.
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Posts with video elements, like this post from ICS, help create that “thumb-stopping” moment for your content.
It’s hard to beat video marketing when you need to cut through the noise. Even posts with moving or animated elements get a much better rate of engagement and attention. [/vc_column_text][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_cta h2=”Want to learn more about social media for staffing and recruiting?” shape=”square” add_button=”right” btn_title=”Read More Here” btn_style=”gradient-custom” btn_gradient_custom_color_1=”#f76e34″ btn_gradient_custom_color_2=”#faa125″ btn_link=”url:https%3A%2F%2Fparqamarketing.com%2F%3Fsfid%3D3719%26_sf_s%3Dsocial%2520media|||”]Click Here To Read More Content On Social Media Marketing [/vc_cta][vc_separator][vc_empty_space][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_column_text]
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Your employees are perhaps your biggest asset. Few things on social media feel better than shouting out your team for their hard work and valuable contributions!
Culture posts like employee spotlights are always top performers for engagement. But did you know that employee spotlights are one of the most effective ways to show (versus “tell”) why it’s great to work at your company? [/vc_column_text][/vc_column][vc_column width=”1/2″][vc_raw_html]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZ3d3cubGlua2VkaW4uY29tJTJGZW1iZWQlMkZmZWVkJTJGdXBkYXRlJTJGdXJuJTNBbGklM0F1Z2NQb3N0JTNBNjkxNDY2MjI4MTgzMDE1ODMzNiUyMiUyMGhlaWdodCUzRCUyMjgxNCUyMiUyMHdpZHRoJTNEJTIyNTA0JTIyJTIwZnJhbWVib3JkZXIlM0QlMjIwJTIyJTIwYWxsb3dmdWxsc2NyZWVuJTNEJTIyJTIyJTIwdGl0bGUlM0QlMjJFbWJlZGRlZCUyMHBvc3QlMjIlM0UlM0MlMkZpZnJhbWUlM0U=[/vc_raw_html][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_column_text]
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Talk is cheap. But demonstrating how you’re actually driving change regarding DE&I initiatives, gender parity, or otherwise lifting up underrepresented workers — that’s content your audience wants to see.
Real talk, this content can be hard to write. Keep it classy and genuine, like this post from Harvey Nash USA. This is your chance to stand up for what you believe and demonstrate how you’re making a difference. [/vc_column_text][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_column_text]
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Promoting gated content like this annual salary guide from ICS is one of the best ways to give your followers three things they love to see in their social media feed: something tangible, valuable, and free!
We found posts promoting gated content are far more likely to motivate users to interact with and share the content. [/vc_column_text][/vc_column][vc_column width=”1/2″][vc_raw_html]JTNDaWZyYW1lJTIwc3JjJTNEJTIyaHR0cHMlM0ElMkYlMkZ3d3cubGlua2VkaW4uY29tJTJGZW1iZWQlMkZmZWVkJTJGdXBkYXRlJTJGdXJuJTNBbGklM0FzaGFyZSUzQTY4ODUyOTg5OTgxODY0Mzg2NTYlMjIlMjBoZWlnaHQlM0QlMjI1NzglMjIlMjB3aWR0aCUzRCUyMjUwNCUyMiUyMGZyYW1lYm9yZGVyJTNEJTIyMCUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRCUyMiUyMiUyMHRpdGxlJTNEJTIyRW1iZWRkZWQlMjBwb3N0JTIyJTNFJTNDJTJGaWZyYW1lJTNF[/vc_raw_html][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_column_text]
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Don’t take our word for it – no, really. Nothing gets the word across like letting your clients speak for themselves!
One of the most important strategies in social media is allowing your audience to drive the conversation. Statistics indicate testimonial posts, like this recent post from ITAC Solutions, help to build brand credibility from an outside source, especially when internal employees share testimonials on their channels. [/vc_column_text][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][vc_column_text]
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Even if culture and internal employee content—like this recent post from ICS—tend to perform the best, it’s just plain fun to highlight the internal culture and the things we love about where we work.
Any time you can tag people/organizations, it can help drive genuine excitement and engagement for the post. [/vc_column_text][/vc_column][vc_column width=”1/2″][vc_gallery type=”image_grid” images=”7289,7295,7288,7291,7292,7293″][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_separator][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]
If your marketing agency isn’t walking through a quarterly business review of your marketing efforts, you’re missing out. How else will your staffing agency understand or measure your social media ROI?
More to the point, QBRs are a time to celebrate the campaigns that are working. And for those campaigns that could use some love and attention, QBRs can provide highly useful feedback and suggestions on opportunities to more effectively reach your audience and deliver the meaningful content they’re looking for.
If you’re looking to better understand your social media ROI and dial-in your marketing efforts, we can help. Contact Parqa today![/vc_column_text][/vc_column][/vc_row][/vc_section][vc_section][vc_row][vc_column][vc_empty_space][vc_cta h2=”What’s your social media ROI?” shape=”square” add_button=”right” btn_title=”Contact Parqa today!” btn_style=”gradient-custom” btn_gradient_custom_color_1=”#f76e34″ btn_gradient_custom_color_2=”#faa125″ btn_link=”url:https%3A%2F%2Fparqamarketing.com%2Fcontact-us%2F|||”]Contact Parqa to find out! [/vc_cta][/vc_column][/vc_row][/vc_section]
