Communication Channels III
The number of communications options are exploding. Knowing how and where to communicate your employment brand and job opportunities is no longer easy. Social media, mobile technologies, job boards, talent communities, groups and pages on social platforms provide infinite opportunities to waste time and money. Knowing what works best for your company is neither obvious nor simple.
Each communications channel has distinct costs, benefits, problems and opportunities. No two produce the same results. Most don’t produce a standard output. Their demographics and reach vary wildly.
Not only can’t you use all of them, you shouldn’t.
The trick is figuring out what works for your operation. The question isn’t easy. Until you answer it, you’ll have no idea whether you are getting the best talent, looking in the right places or using the right techniques. You also can not tell anything about your spend.
Every communications channel requires a discrete form of recruiting. Searching for candidates on LinkedIn yields an expensive process where the game is persuasion. Using Job Boards requires endless resume review but the candidates want to work at your firm.
Talent communities require the services of a community manager. Keeping talent ‘warm’ and involved takes a lot of work. This applies to building communities anywhere in or out of social media.
Most social media requires that your company has skill at buying the right traffic. This is similar to the work required to use job boards to drive traffic to the company website.
Email marketing (sometimes called talent pools) requires the help of gifted copywriters. Internal recruiting requires a level of diplomacy that isn’t in the recruiting playbook.
The first wave of online employment communications involved the use of job boards. They were a direct copy of the tool that preceded them. Recruiters were able to take the old skillset and nudge things forward. It’s not working so well anymore.