Attract Quality Candidates by Thinking Like a Product Marketer

Talented people are bombarded with opportunities. So many that yours could easily be lost in the crowd. There’s a simple way to make your opportunities stand out — package your jobs as if you’re marketing a product.

I was reminded of this method when I was in the tea aisle of Whole Foods Market. If you’ve never been in their tea aisle, it’s a plethora of color, size, and shape. It’s quite a sight … and a potential sales nightmare for individual suppliers.

Manufacturers have learned to compete in this cornucopia by packaging their tea in boxes, tins, and containers of all colors, sizes, and shapes to attract your attention.

There was a woman standing in the aisle gazing at the wall of tea. As I watched her consider her options, I noticed that she was scanning the shelves, occasionally picking up a box or tin, checking out the back and then either placing the item in her cart or putting it back on the shelf.

I watched a bit longer, curious about the system she had going. Eventually my curiosity won out and I approached her.

“Excuse me, I hope I’m not intruding. I was noticing how you were looking at tea. I’m a consultant. My clients are always interested in how people make choices. I noticed you’re very particular with what you’re looking for. May I ask why?”

“Well,” she started, “I’m bored with my current brand of tea. I’ve decided to try some new flavors and brands. Maybe there’s something better than what I was buying before.”

“Okay, and how are you going to pick?”

“Well, I like a robust tea so I’m looking for cues — pictures or words — on the front of the box that tell me it might be full-flavored.”

“Okay. I noticed that when one grabbed your attention, that’s when you picked it up and checked the back.”

“Right. The front of the box is what captures my attention. Then I look at the back to finalize my decision. Simple as that.”

Tea Lady reminded me that packaging matters. How something is packaged either grabs or repels our attention.

This is why good jobs are often overlooked. They’re poorly packaged.

To get the attention of top talent, you must think like a product marketer. Your packaging (ads, posts, and verbal communication) must quickly grab people’s attention. This is the “front of the box.” Only after you’ve gotten a candidate’s attention will the details matter (the “back of the box”).

Take these steps to improve how you package opportunities.

  1. Next time you’re in a retail establishment, notice how product marketers package their offerings. Note the colors they use, the pictures they choose, and how carefully and sparingly they use words on the front of the box.
  2. Imagine your jobs were in a store competing with other opportunities. Each job is in a box, waiting for top talent to come down the aisle.
  3. Design the “box” with the jobseeker in mind. What pictures, words, and colors can you use to grab people’s attention?
  4. Test out a few designs with internal staff or an external focus group.

What this looks like in action: A tech company with great opportunities was drawing in a trickle of talent. Using these steps, it created colorful images and short videos (under 10 seconds) of current employees sharing brief soundbites about how working at the company has improved their lives. It used these same soundbites as the opening content for written postings and conversations with candidates. Today, the company draws in a strong steady flow of highly qualified people.

Your jobs are important. They’re a product as important as what your company provides to its customers. Package them so that they stand out and get the attention they deserve.

Upcoming Webinar!

How to Generate Sales Leads Using LinkedIn: 2 Tried-and-True Methods to Target, Prospect, and Close Sales Deals Without Cold Calling

June 5th, 2019, 10:00 A.M. EST

When you think about generating leads using LinkedIn, what comes to mind? Let’s set the scene:

  • You sign in to LinkedIn
  • You scout for potential prospects
  • You request connection with potential prospects
  • You send a carefully crafted message to said potential prospect
  • Rinse and repeat… 100 times… 200 times?
  • You receive 5 replies
  • You actually speak to 1 of these potential prospects

Sound familiar?

What if there was a different way... a better way… to target, prospect, and close sales deals using LinkedIn?

Guess what? There is! And you’ll learn about it in this FREE webinar! Join us on Wednesday, June 5th 2019 to learn how to use LinkedIn to generate sales leads and nurture relationships–all at the same time.

No more cold calls, no more gimmicks.

SAVE MY SPOT!

Ready to learn how? Fill out the form to get signed up! –>
Can’t make the date? Sign up anyway and we’ll send you a copy of the recording!

http://go.criteriaforsuccess.com/icpa-webinar

Three Killer Marketing Ideas for Your Recruitment Agency

Marketing your agency in an industry as crowded as recruitment can be a huge challenge. Good recruiters know how to hustle so standing out by working hard will only get you so far. Committing yourself to content marketing will get you a leg up on some of your competitors but it will remain difficult to get ahead if you are using the same tactics as everyone else. You can hire a recruitment marketing agency (like us!) but we recognize that its not in the budget for some.

What you want to do is separate yourself from the field. In other words, you need to think about what recruitment marketing tips you can implement that nobody else is already trying in order to stand out in a crowded market.

With that in mind, here are three legitimately killer marketing ideas that will help you get noticed!

1. Next-level content

Create a next-level content. Next-level content is content that is so good that there is simply no way it will not be widely shared among your target audience.

Here are three ways to get this done.

A. Dig deep

So if you’re not a recruitment marketing agency, how can you do something similar?

Brainstorm areas where you think you can add the most value to your clients and candidates and do not be afraid to dig deep into the topic.

This means putting in the necessary time to do the following:

  • research your topic comprehensively (this may take you 10 hours or more!),
  • find a writer/editor to help distill your ideas into the most engaging text possible,
  • hire a designer to create images that will enhance your content,
  • engage a developer if you need custom functionality that your blog software doesn’t support out-of-the-box.

Even if it takes you 40+ hours, if you create an awesome post and promote it effectively (a topic for another time), you will see a return on your investment.

Key takeaway – It is much more valuable to write a single awesome article that attracts likes and shares on social media, and links from other sites than 20 posts that nobody ever reads since they offer nothing of value.

B. Get interactive

The same old rehashed blog posts are boring and nobody wants to read them. Instead, think about how you can create an interactive tool that both looks great and provides immense value to your reader.

The number of possible tools a developer could build for you is only limited by your imagination but if you’ve never thought about doing this before, it can be tough to know where to get started. Interactive mapping and websites where your clientele can click and get information is a great way to show where jobs and candidates are.

C. Use the Skyscraper Technique

If you can’t find the imaginative spark you need to get started on any big projects, you can simply use other people’s work as your starting point with what is called the Skyscraper Technique.

This technique, which is covered in great detail in The Recruiter’s Guide to Online Marketing, shows you how to find content that other people have created that has been widely shared (on blogs and social media), and then turn that content into something far better and more valuable for your audience. By starting with something you know people liked before, you are more likely to produce something that has a broad appeal.

2. Reddit ads

Most ad markets, such as Google AdWords and LinkedIn, are incredibly saturated, which means that most recruitment advertising ideas you can think of are expensive and tough to justify on a small budget. However, there is one area where you can still find very cheap advertising – Reddit.

For those who don’t know, Reddit is a site that allows people with similar interest to share and view links on a “site within a site” called a subreddit. For example, people who like “things that make you go AWW!” (think puppies and kittens) tend to frequent the r/aww subreddit. Many of these subreddits have tens of thousands of daily users and will accept ads at reasonable prices.

If you want to get learn more, head over to Reddit’s advertising page and walk through their simple advertising setup.

When you get to page 2, you’ll want to focus the majority of your attention on the targeting section. While interests and collections are reasonable targeting options, we recommend targeting the specific subreddits where you know the people you’re looking for are hanging out.

3. Free online software as lead gen

This one is definitely going to be the trickiest recruitment marketing tip to pull off but if you can do it successfully, you could have new leads pouring into your business.

The best way to attract new customers is to offer them immense value upfront. A company who does this very well is Hubpsot. They have a tool called Website Grader that lets you enter your website URL to see how well it scores on a number of metrics such as speed, SEO, mobile-readiness and security.

Doing these simple but effective marketing strategies can make a real difference in recruiting your best clients! IPA is here to help. Network and ask your fellow recruiters what works!