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Recruitment Marketing Takes the Runway
Wednesday, Sep 07, 2016

New York Fashion Week may be known for exclusivity, but the event is singing a different tune of late, one that’s all about accessibility. Fashion Week is now offering both attendees and the general public a more immersive experience, broadcasting the shows on outdoor screens, engaging on social media, and serving up its very own mobile app.  The event is pulling back the curtain, and its revitalized approach to marketing and engagement might have some lessons for recruiters, too.

That’s because like New York Fashion Week, recruiters need to be accessible to job seekers. They need to sell what makes their workplace great in an open and consistent manner. iCIMS’ proprietary research finds that 86 percent of HR professionals agree that recruitment is becoming more like marketing, and that 70 percent of job seekers now spend one to four hours researching a company before they apply.

That’s why we’ve got three runway takeaways you can use to ramp up your own recruitment marketing initiatives this fall.

Tip #1: Take an Outside-the-Box Approach to Social Media

Social media recruiting is big, but its widespread use might be making it more competitive. Just posting job openings on Twitter is starting to seem a little “last season”. Recruiters might want to follow in the footsteps of New York Fashion Week, which is using social platforms like Instagram and Periscope to visually immerse audiences in their content. Last year’s “#fashionunfiltered” Fashion Week hashtag was a smash success on Persicope, because it offered people from around the world a real, authentic look at shows from an attendees’ point of view.

Recruiters can do the same with live-stream videos of company events or snapshots of colleagues on the job. Today’s social savvy applicants want to know what it would really be like to work at your company, and visuals are a great way of sharing that.

You can also start using social media to mobilize your brand ambassadors (aka, your employees). Just as there’s no better fashion recommendation than a celebrity wearing your latest piece, there are few more compelling job recommendations than those that come from a job seeker’s personal network. A tool like iCIMS Social Distribution makes it possible to automatically post job openings to participating employees’ social profiles at a frequency of their choosing.

Tip #2: Showcase an Original Brand

Your recruitment materials should reflect an authentic sense of what your company stands for. As in fashion, the big idea is to highlight your individuality (consider that no two fashion houses would dare be defined by the same style). If your company’s leadership hasn’t already, work with them to create a unique employer brand. What type of work environment do you cultivate? What work ethic do you expect of your employees? Every company has something original to say about itself. Be honest about who you are, and you’re more likely to find people who share your values. Fast Company’s article on top employer brands highlights how companies can market their employer brands in distinct, authentic ways. General Electric’s emphasis on innovation strikes a different note than UPS’s focus on customer service, but both are effective approaches to recruitment marketing.

Tip #3: Give Your Audience an All-Access Pass to Desired Content 

Some designers are now making collections available for sale immediately after runway events, ensuring it’s easy for everyday consumers to purchase desired looks. Recruiters should invest the same effort in supplying what candidates want: access to information. Don’t send candidates on a hunt to collect key information about your company and its opportunities; instead, provide full details right on your job posts and career page. iCIMS found job seekers are most interested in content about a job’s desired competencies, advancement opportunities, and work-life balance. To offer a more rounded perspective of your company, you can feature day-in-the-life videos or provide clear links to your social media sites, too.

You can also engage those who aren’t ready to apply today, but might be later, by giving them the ability to receive information about job opportunities tailored to their interests. It’s like fashion: we might not be ready buy this season’s look, but we’d still like to see what the designer has to offer in seasons to come.

 

So there you have it: there’s more to be learned from Fashion Week than who has the latest looks; you can pick up a few recruitment marketing tips, too. For more recruitment marketing insights, be sure to take a look at 3 Things That Recruiters Should Share on Social Media