PASSIVE RECRUITMENT, WHY BLOGGING IS KEY TO SUCCESS:
Active job seekers are likely to be engaged with the companies they want to work with, so if you have an enviable EVP or Employer Branding to die for the chances are that the results of your would have been brilliant and you may even already have a talent pool filled to the brim with prospective candidates.
If you don't then you'll need to turn your efforts not only to the 'active' jobs seekers but to those 'passive' potential candidates - to help widen the net. Especially if you're suffering from the skills shortage. Enter; 'Passive Recruiting'...
Recruit passive candidates online. Where to start?
The simple answer? Blog posts and NOT job posts! Blogs can be used to specifically and cleverly to attract passive candidates. Let’s put it this way if you are a passive candidate you’re not likely to be looking at any job posts; compare it to buying a car for example, when you are 1 year into a 3-year lease you are unlikely to be paying attention to the latest CarWow advert.
The exact same goes for any recruitment efforts, so if you’re focusing your candidate attraction efforts on just fancy job posts then you’re missing out on the passive candidates who aren’t engaged with that kind of content.
Get Blogging for Recruitment...
The best example using blogging to generate some interest in a job is Capita’s Careers Blog that was positioned as the ‘5 Marketing Skills a Successful Marketer can’t do without’ this keyword optimised content appealed to me as a marketer.It was only towards the end of the blog that I realised that this blog was created by a company that was looking for a marketer.
The above example may seem a little sneaky to you but as long as you are adding value to the reader, then that reader is more than happy to get the end of the blog to see that there was an ulterior motive all along – it’s in their hands if they want to engage with you further.
Passive Recruiting in Action...
Start small and start with what you know. Sit down and brainstorm some content (fancy word for blog, articles, videos etc.) ideas.
You'll want to factor in the audience you're targeting. What would the ideal candidate care about? Will they want to be reading about the latest industry news - or do they care more about seeing the company culture? Once you've realised what they're naturally searching and engaging with then you become the business to create the content they want to see, making them more aware of you, and more open to job discussions.
BUT, Hold on!...
It's all well and good creating blogs to attract and engage with future hires, BUT there are so many other things to consider - especially if you want to attract and hire the right talent.