Alberta’s labour market has changed radically in the past five years. The Business Council of Alberta states that the unemployment and job vacancy rates in 2018 were seven per cent and three per cent, respectively. However, by 2023, the unemployment rate shrunk to under six per cent and the vacancy rate grew to four per cent. This means fewer people are unemployed, while more businesses are looking to hire.
The same report also found that the population of Alberta has grown by around 400,000 people, or ten per cent, since 2018. Despite the population surge, many employers are struggling to fill vacant positions at their organizations. Talent acquisition has become more competitive than ever, and businesses must adapt to the changing times. By using marketing in recruitment, you can stay ahead of your competition and help attract high-quality candidates to your organization.
Below, we’ll discuss some marketing tips you can add to your talent acquisition strategy.
1 Tell Your Organization’s Story
Convincing potential employees that your organization is a vibrant and interesting place to work requires you to communicate your story effectively.
What makes your company unique? What is your organizational culture like? What does an average day look like at work? You can showcase what sets your organization apart by utilizing your website and social media presence. Sharing engaging content demonstrating your company culture, values, and employee experience gives outsiders a glimpse into your organization.
Your website’s About Us page provides a perfect opportunity for users to learn about your company. By keeping your About Us page up-to-date, visually appealing, transparent, and with exciting syntax, you can sell prospective applicants on your story and make it sound more enticing than the competition.
2 Build an Engaging Career Site
(Source: Statista, 2018)
According to a study by Statista, 28.93 per cent of applicants are hired using a company career site. Therefore, it is paramount that you keep your site updated to take advantage of this opportunity. Your career site allows potential candidates to learn about employment opportunities, work culture, and your story. Your career page will be the first time many users learn about your organization, so you must put your best foot forward. You want to give applicants an excellent user experience from start to finish.
Make sure your site is easy to use, visually appealing, SEO optimized, and informative.
This is also an opportunity to exhibit the satisfaction of your current workforce by displaying employee testimonials. These offer social proof that your current staff is pleased with their workplace and can help attract quality candidates to your organization.
By maintaining an updated and user-friendly career site, you can ensure that you attract the right talent.
3 Expand your LinkedIn Presence
LinkedIn has become a powerful talent recruitment tool. The platform continues to grow in Canada and allows your company to connect with professionals across various industries and regions. But it’s also a great platform to share your company’s story with your desired audiences.
Keeping your LinkedIn page updated regularly with exciting visuals, informative content, job postings, and company updates will help attract job candidates’ attention.
(Source: Statista, 2020)
Furthermore, another study from Statista found that LinkedIn is the most effective tool for talent acquisition leads. You can take advantage of this highly effective talent recruitment tool by ensuring you keep a frequent presence on LinkedIn.
4 Craft Exciting Job Descriptions
Whether you’re posting a job opening on your career site, LinkedIn, or Indeed, selling the role is vital. Instead of just listing duties and qualifications, create job descriptions that excite the reader. What does a day in the life of this role look like? What are some of the most fun parts of the job? What responsibilities will this role be trusted with? Be sure to highlight the unique aspects of the role and opportunities for growth and development. Well-written job descriptions can explain why a candidate should care about a role and your organization.
5 Start an Employee Referral Program
Employee referral programs allow your existing workforce to bring qualified candidates to your organization. Employee referrals are often among the most effective sources for hiring quality candidates.
Did you know that 45 per cent of referrals stay at an organization for longer than four years, compared to only 25 per cent of job board hires?
Setting up a referral program and incentivizing successfully referred job hires can open potential positions to a broader network. As with any organizational change, it is essential to communicate new incentives to your staff and explain how it helps the company and could benefit them.
Consult with a Marketing Agency for Recruitment
If you’re struggling to fill positions at your company, seeking assistance from a marketing agency can help you find an out-of-the-box solution. Adopting a customer-centric approach to hiring can help you see things from your audience’s perspective. At Focus Communications, we treat job searchers like customers by understanding their wants and needs and using the right marketing strategy to explain the benefits of your organization and reach them.
We craft compelling narratives that captivate and provide seamless pathways for candidates to learn about your company and want to join it.
If you’d like to learn more about how a marketing employment agency can help you on your talent acquisition journey, click below to contact us.
