Talent Acquisition

A Journey Through Your Online Employment Brand Part 2: Curious Chaitra

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In the world of talent acquisition, it’s all too commonplace for recruiters to try to corral every candidate into a one-size-fits-all process. But the truth is, every candidate’s recruitment journey is wholly unique.

Does that mean you have to build a different path for every prospective candidate? Of course not. But it does mean you need to create a flexible candidate experience that will meet every prospect where they are. The good news is there’s one thing that nearly every candidate does have in common: their recruitment journey is largely a digital one. So the challenge this poses to you is applying your recruitment brand consistently across the relevant digital touchpoints to create a signature candidate experience. The result? A digital recruitment framework that wraps itself around each candidate’s self-guided journey.

Download the Digital Recruitment Journey eBook

In Part 1 of this blog series we met Ramon, a passive candidate who was happy with his job but open to information about opportunities for his future. In Part 2, you’ll meet Chaitra, an active candidate who also has a good job, but is a few steps closer to taking action.

From curiosity to action: Motivating curious (but passive) candidates

chaitra-extra.pngChaitra is an account executive at a growing Software as a Service (SaaS) company. It’s a good job, but she doesn’t see a lot of growth potential, and thinks there is probably something out there that would be a better fit.

Whereas Ramon waited for information to come his way, Chaitra has started actively searching for information. She’s using her phone to search local job boards. She starts “liking” some of what she sees on social media, and clicking through to read blogs for more information.

With someone like Chaitra, the goal is to turn her curiosity into action. She is already taking steps to gather information, so you need to be sure of two things:

  • You are out there where she is looking, so you can catch her attention
  • When she takes a look at you—most likely by visiting your career site—you give her enough compelling information to excite her into action.

At this stage, small things can make a big difference. It may be something as simple as a bad day at work. On the positive side, it could be something you show her that makes her think, “I want this!” In either case, when Chaitra moves from consideration to actually applying for jobs, things can happen very quickly.

Of course, Chaitra has a good job, so you will need to match or improve upon what she already enjoys in rational/factual categories such as:

  • Salary
  • Benefits
  • Corporate growth

But like most of us, Chiatra sees these as the minimum requirements for consideration. What she really wants is to find a job she loves at a place where she fits. So give her something to love—an effective career site that gives a window into your culture and lets her self-select into your hiring process. Include sections on:

  • Organizational culture
  • Job families and, if possible, career paths
  • Benefits or other features that are unique to your organization
  • Day-to-day life

Want to know more about what makes a compelling, attractive career site? Or maybe you’d like to see more of the tactics you can use to pull the Curious Chaitras of the world into your talent community. Download the Digital Recruitment Journey eBook. You’ll get to follow Chaitra and three other candidates in more detail. You’ll also learn the benefits and best practices of digital recruitment strategies and tactics, including:

  • Culture research
  • Employee Value Propositions (EVPs)
  • Career websites
  • Brand ambassadors
  • Recruitment marketing
  • Talent communities
  • Social recruiting
  • SEO and SEM
  • Videos

DRJ eBook

IBM Talent Acquisition Optimization Manager, Employment Branding

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