Wednesday, 20 December 2017 - 4 minute read

Finding the right talent for your company can be incredibly frustrating. It’s already a daunting task to set up a proper communication plan, and then you’ll need to find a way to follow up on and improve performance. Sounds familiar?

Our talent funnel model provides a direct relief for your frustrations. It’s a straightforward, solid framework to create your plans, to optimize performance, and to determine media spend.

Ask three things, not one

First off: the biggest mistake HR marketing makes today is being too eager.

Whether you’re roaming the web or reading a newspaper, each piece of advertisement is screaming at you to apply for a certain position – best today.

It’s an understandable error – with talent being in such high demand – but it’s detrimental to your results.

The first step is to understand that candidates move through several phases. There are those who:

    1. don't know you or your brand
    2. know you and what you stand for
    3. look at the jobs you have
    4. apply for a job

By default, the population that doesn’t know you is the biggest, followed by the ones who know you, the ones who look at your jobs and the ones who apply.

The key here is to target each population with a separate message.

Instead of advertising job banners with an apply now button to everyone – you need three types of advertisements with a clear message for each:

    1. Get to know us
    2. Look at our jobs
    3. Apply

It sounds incredibly simple, but it has large implications for each area of your HR marketing efforts.

 

Setting up the funnel: create your website pages

Let’s look at the three types of messages above. Imagine they are web banners that lead to a page on your website. Do you have all of those pages?

Chances are you have specific job pages (Apply) and even job lists (Look at our jobs), but the first one – pages where they can get to know you as an employer – are rarer.

It’s a missed opportunity, because the employer brand is becoming ever more important in a candidate’s choice.

So, start developing your employer brand, seek out and write stories that represent your culture, and create website sections that tell that story.

If needed, it’s best to tailor your content to the type of person you’re looking for. If you’re looking for an IT profile, also tell stories about what it’s like to work in your IT department.

The same goes for your job lists – if you tailor them to the profile that’s looking at them, the results will be much better.

Closing the funnel: get talent to move

Did you set up the various website sections catering to each audience in the funnel? Then it’s time to get people to move through.

The first thing you need to do is to include clear call to actions on all of your webpages. Each call to action should lead your visitor to the next stage.

If I just finished reading how amazingly cool it is to work for your company, I need to see a button that says “Look at our jobs in IT”. If I’m reading about a certain position, the button should say “Apply now”.

This is how candidates move through your website. But they can also step in from the outside.

With search engine ads, banners and social updates you’ll create gateways to your various webpages. Again, each advertisement needs to contain one of these messages:

    1. Get to know us
    2. Look at our jobs
    3. Apply

Once a candidate is on your website, you can again have them move through as described above.

 

Optimization: track performance and media spend

The funnel model doesn’t only help you to set up your content and communication. It also helps you track and optimize.

Because you set up your webpages to fall into a specific part of the funnel, the total page visitors can tell you how large the talent population in a certain section is.

Do you have a lot of visitors looking at your job pages but none at your employer brand? Then you might be missing out on a stream of fresh new talent at the top of your funnel.

This can urge you to adapt media spend, favoring “Get to know us” ads over “Apply now”.

In the end, optimizing the flow of candidates throughout your funnel will yield the best result: a continuous stream of the right talent. Curious to see how that could work for you? Get in touch

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