As I’m writing this post, the unemployment rate in the markets we serve is low. In Maryland it’s 3.6%, in Virginia it’s 2.6%, and in North Carolina it’s 4%. The economy is booming, and the labor market is the tightest we’ve seen in decades.
While this is great news for many businesses, it’s creating a new problem for them as well. They are growing and they have a healthy pipeline of work, but they can’t find enough good people to do the work.
To put it simply – platforms like Indeed are getting more expensive, and producing fewer results.
In a tight job market, finding good people is difficult. That’s because that perfect candidate for your opening isn’t cruising Indeed 4 hours a day, going to job fairs, and networking on LinkedIn. They’re at a job they may not love, but they’re employed. They’d be open to a conversation, and may be a great fit for your company, but they need a little push. They need to know that there is a better opportunity out there, and that you’re actively looking for a candidate just like them.
I’m not saying abandon job boards like Indeed completely – only that putting all of your eggs in one basket, a basket that is highly competitive, very expensive, and reaches only those people actively searching for a job, is going to produce limited results.
Let’s start by looking at a hypothetical recruitment scenario. Whether you’re hiring for an engineer, salesperson, or project manager, let’s call your perfect prospect “Terry”.
Terry gets up at 6 a.m. and is usually at his job by 8:30 a.m. Between 6 a.m. and 8:30 a.m., Terry checks his email using his iPhone; he checks Facebook and clicks on a few articles, one about a snowstorm on the way from the local NBC station, and another from an industry publication he follows that’s offering a new certification he’s interested in. He opens LinkedIn to respond to an invitation to connect from a colleague from his last job. Before leaving the house, he opens his Weather Channel app on his phone to get more info on the weather. On his way to work, he listens to Spotify or Pandora in his car streaming from his iPhone.
By the time Terry gets to work, he’s ready to start his day. He hasn’t gone to Indeed, or opened the email they sent him because honestly he’s just tired of getting an email from them everyday with a list of jobs that may or may not have anything to do with his career.
In just those few short hours of the morning, we had the opportunity to get in front of Terry in the following ways:
The easiest way to explain this shift in targeting your ad dollars is like this: Instead of just waiting for the right people to start looking for a job and then showing them your opening in a competitive and cluttered landscape, we’re going to jump start the conversation early, creating initial interest from qualified candidates by advertising and reaching them wherever they are, on whatever apps, devices and websites they use on a daily basis.
By taking action and reaching out to possible candidates where they are now, it puts you in the driver’s seat. You’ll have more candidates to choose from, lower your overall cost of attracting those candidates, and be able to find the perfect candidates to help you reach your hiring and retention goals.
Setting up a recruitment advertising campaign isn’t hard, it just takes a little research, a little planning, and the right messaging.