Depending on your business, your website's number one purpose may not be business development, but rather employee recruitment! In industries where lots of skilled tradespeople are needed, such as industrial manufacturing, IT, or professional services, talent retention and attraction is the top priority.
So, how can digital maketing help?
Well, an online presence isn't just for sales prospects, it can be built to attract future employees too. Your website, social media, email marketing, and other tactics can all be used to focus in on finding new hires.
In this post, we'll review 5 important email campaign efforts that can be used to attract top hiring prospects.
1. Potential Hire Nurturing Workflows
Most companies have a list of past job candidates, and you probably even have a few others that have opted in to your email updates out of curiosity. You should develop relationships with these potential recruits by setting up an automated stream of emails that will showcase why your company is a great place to work. What makes your company standout?
Follow up emails including information on how your business has impacted the community help bring to life what goes on internally.
The end goal should leave the potential hire wanting to become a part of the unique culture your company has going on.
2. Newsletter Subscription Dedicated to Talent Acquisition
Perhaps a potential job candidate doesn't currently see a direct match with your company but would like to be included on future announcements and opportunities. An email newsletter subscription is a great way to get candidates to opt-in and notify you of their genuine interest in your company.
Another alternative would be to create a social channel dedicated to recruitment news such as a Twitter handle or special LinkedIn Showcase page. Take a look at this LinkedIn example from Google.
3. Company Culture Communications for Existing Employees
No one wants to be the last to know, especially if it's company news. Organize a mixture of regular and candid communications to keep employees informed of company news, charitable events, new hires, and more. For some companies, this could be done via an internal wiki or intranet.
Make sure that all of your teams are in-the-know of what is going on with all aspects of your company. Transparency is key in creating and maintaining buy-in.
4. Employee Recognition
Create quarterly awards, community service outings, recreational leagues or hobby groups, and fitness challenges, and inform your teams about the activities.
Communications such as these helps to build camaraderie and foster team cohesiveness encouraging various departments to interact with one another, generating a well-rounded environment promoting work-life balance.
5. Internal Branding Efforts
Plan and execute the efforts above with effective and inspiring branding. Messages should be directed at touch points and day-to-day interactions that influence the way people experience the workplace. Make sure that the established culture appeals to the masses and is genuinely authentic in nature.
An Email Campaign Won't Save Your Recruiting Efforts, But...
No email campaign is going to save your retention or recruiting efforts, but it might help reinforce and develop your company’s brand and keep talent. When creating any employee email campaign, be sure to include the value of employee advocacy and involvement in a language they understand.
Most importantly make sure to have your online presence established to showcase who you are and why you do what you do. These email campaigns will likely prompt online activity and investigation.
Personifying your company online through email helps establish and maintain a relationship that can build trust and interest based upon what you share and how you share it.