CHALLENGES IN THE WORKPLACE: RECRUITING HARD TO FIND INDIVIDUALS
Recruiting hard-to-find individuals is a widespread issue within the industry. There is a common misconception that digital recruitment is about quantity and not quality when the exact opposite is the case. The Individual is the target, not the industry and not the platform. This means we can target hard-to-find individuals wherever they are and whenever they are there.
Traditional advertising relies on the principle of “broadcast”: reach as many people as possible. Recruiting hard-to-find individuals with the hope that the right audience is there. When recruitment went digital, along came with it this result: agencies got fat off the back of it. This resulted in badly-targeted broadcast digital adverting. Slowly but surely the industry is coming around to the targeted approach, the methods, platforms and the new key metrics.
STEP ONE: STRATEGY
So with digital advertising the term I like to use is “narrow cast”, but even that doesn’t really cover it. We use the many different channels, platforms and targeting methods to meet the requirements of the campaign and can reach almost any individual in any industry.
Occasionally there are those hard-to-find individuals for which the standard targeting methods and strategies just don’t work, and this is where we shine. I feel I can speak for everyone at Crunch when I say “we love a challenge” and recruiting hard-to-find individuals is our favourite challenge.
Every role and campaign needs a strategy and that’s where we come in. So where do we look outside of the normal channels when the active strategies have failed, and the standard passive methods are not quite hitting the mark? For purposes of examples, let’s talk tech hires and the struggles there.
First part of any campaign is the research. So, who are these individuals and what can gather about them? Let’s go with C# and C developers who were looking to reach those hard-to-find individuals, here’s a summary of my research:
CASE STUDY: C# AND C DEVELOPERS
-C# and C developers based within a 100-mile radius of London
-Male 81%, Female 19%
-There are 184,736 on an average salary of £39,644 and currently 52,740 job ads looking for them
According to LinkedIn at any time only 12% of the market is actively looking for work. Which means that our candidate pool has suddenly shrunk to 22,168
And then we talk about an industry where 55% of them are running ad-blockers. Suddenly your active and passive strategies, although needed, cannot be enough. Applying this stat and the LinkedIn 12% active rule this leads us to there being 52,740 jobs and only 9845 active candidates able to see our adverts. So how do you maximise your penetration with this market?
The thousands of campaigns we run year-on-year are based on a framework we call connect, consider, convert, the principle is simple, they are the 3 stages of the recruitment storytelling process.
STEP TWO: CONNECT, CONSIDER, CONVERT
– Connect: Reach and connect with your applicable audience
– Consider: Give them the consideration points of why they should work for you
– Convert: Offer them the apply now call to action to convert
This means we must look at this problem and employ a different approach and strategy.
To reach this audience we employ a series of targeting methods and platforms. Using social to hit those who’s demographic data, likes and interest align with our goal. Then using programmatic targeting methods such as Behavioural, contextual and white lists to reach them wherever they are.
But once you have exhausted these strategies and your active strategies and still not hit your target, do not give up hope there are plenty of other ways to engage this audience that aren’t blocked.
Using the passive channels and adblocker free channels should be viewed as an investment. These stages are all about employer brand and engaging with this audience, this will work for advertising. Being clever with your creative and your targeting will show improvements to future campaigns also.
Here are some examples of ad-blocker free platforms:
For several reasons programmatic radio and audio are excellent for recruiting hard-to-find individuals. 79% of audio takes place when the user engages in other activities. Engaging with a potential candidate at this time is important because they cannot be reached by visual media. Ad-blockers are also unable to block this content as they are delivered through apps such as Spotify and tune-in.
Because apps standalone within the device applying ad blockers is very difficult and serving on the apps is very beneficial. For the opposite reason to Audio ads, In-app advertising allows you to engage with a user and the hard to find individual who engages with their device. Showing Visual unblocked content to a user engaged with an activity increases brand and ad recall. Placing your message in direct view of the user and creating a lasting impact when combined with other elements of you campaign.
95% of consumers say that they trust an influencer over advertising. This stat is huge. Influencer marketing was huge in 2017 and with 2018 spends looking at rising brands are asking the question of how can we benefit from this? Engagements with influencers are similar to those as friends. The people who reach out to this form of advertising have chosen to engage with the influencer, the recommendations that the user received from this type of advertising feel more in line with their beliefs and interests.
We can also use native advertising and VR marketing with this audience, but every audience has their own strategy.
Let us find a solution for your recruitment dilemma. We can help build a strategy to attract and fill the roles you want to.