The last decade has brought massive changes that could affect the way HR operates, from the arrival of artificial intelligence to the recent global pandemic that has significantly changed the way employees work. Given all these changes, HR leaders need every advantage they can to stand out in the hiring landscape.
According to studies, the average tenure of young professionals in a single company is shrinking continuously. And as the demand for special skills like artificial intelligence and cloud computing continues to increase, it's getting even more challenging to attract and retain the right talents.
In this article, we'll take a glimpse of the emerging digital marketing trends that every HR leader needs to know.
- Email Marketing
Email marketing is an easy way of finding qualified leads for HR's hiring campaign. This strategy has proved to be highly effective for recruiters. Unlike other marketing channels, email marketing allows you to keep in touch with qualified applicants and foster relationships with new and existing applicants.
One of the challenges for any email marketing campaign is the low click-through rates. For applicants not to send your emails directly to their spam folders, there are some things you need to keep in mind. First, make sure that the subject of your email is relevant and impactful. Even those who actively seek jobs could ignore your email if they don't find any relevance on the subject.
It's also important that you give the email a bit of personal touch. Candidates would prefer to work for organizations that make them feel valued. The personalization feature is available on most marketing platforms, so this should be simple. Just make sure to check the final draft in a preview format before you hit the send button.
There are tons of fantastic email marketing tools for HR recruitment out there, so take advantage of these. Others are free, while those that have excellent features come with a fee. When choosing the right email marketing tool, make sure you choose something that comes with features that you can use for your recruiting campaigns.
- Website SEO
SEO, or Search Engine Optimization, is the practice of increasing the quality and quantity of traffic to a website. The main goal of HR recruitment is to search for potential candidates, and SEO can help with this. By applying content marketing and search engine optimization, the chances of finding the right employees will be high.
The main goal of SEO is to put your website at the top of the search results page. That way, potential candidates looking for job openings in your industry can locate you. When optimizing your website, there are some standard practices that you need to follow. First, make sure you include your company name in the page titles. Secondly, limit the page title to 72 characters and do not make it too long.
The meta description, which is the text that describes what your website covers, should only have 165 characters. This text will appear below the page title. When creating content for your website, focus on a specific keyword or phrase, which should make up two to five percent of your entire text. Avoid repeating the keywords a lot because Google will not allow this practice. Try to include internal and external links on your copy, too. Make sure you link to relevant information both within your website and other authority sites.
When creating job listings, make sure that the content is clear and concise. You may also need to inform potential applicants about your company's values. People looking for jobs online would also want to learn more about the organization and its reputation, so make sure you provide a brief background about the company. Tailor the job descriptions to reflect the core values of the company.
Marketing and HR experts must work closely together in coming up with good SEO. Optimizing many facets of the website can have a positive impact on the recruiting process. Hiring people with the right skill sets and values that align with that of the company can help the company to prosper even further.
- Create a Podcast
These days, people seek different content to suit their needs. Not everyone has the patience to read a blog post with more than 6,000 words. They would rather listen to videos or podcasts. This is why starting an HR podcast is one of those marketing trends that HR needs to know.
A company can set up internal podcasts, either for the HR department or the entire organization in general. HR can use a podcast to disseminate new and little-known information to new hires or existing employees. It can also be used to train, educate, build culture, and retain employees.
Getting started with a podcast these days should be easy, which is why there are now hundreds of thousands of podcasts available for everyone to access. But before you get started, the first step is to figure out the type of content that you want and who will deliver the message. There are several technology tools that you can use to get started with producing podcasts. Begin by having a reliable recording device, such as a smartphone, tablet, or digital recorder. You also need some microphones, especially if you plan on conducting interviews.
Once you have the right tools, it's time to think about the type of content to feature. Since you are creating an HR podcast, you can probably start by asking HR executives to discuss topics that are relevant to the organization. Schedule and get the right speakers on board and have them talk about interesting topics to get the attention of the listeners. As with any digital marketing tool, you need to make sure that you have a way to measure how the content impacts your listeners. If things are not going well, then at least you have some insight as to why it didn't work, so you can adapt new things for better impact.
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