The competitive recruitment landscape and increasing popularity of social media are fundamentally changing the way UK companies attract staff, according to a recent report.
HR managers are engaging in the fight for top talent through recruitment marketing, with two thirds creating and distributing recruitment content via social media. A further 44 percent are using social channels to communicate directly with candidates, with the majority saying these methods deliver results.
The findings are part of Recruitment Marketing Insights 2016, a report launched by creative content agency Southerly and HR transformation consultancy Veran Performance and conducted this year among 200 HR managers in a variety of UK companies.
The report shows that UK businesses are producing a variety of targeted content to attract and inform potential candidates, ranging from career sites and ‘join us’ pages to job profiles, Q&As, career blogs, employer brand videos, podcasts and slide-shares. Of these, career sites and job profiles are proving particularly effective in helping companies recruit the best talent.
When it comes to getting this content in front of candidates, more than half of HR managers are turning to social media, with almost three quarters using Facebook, 67 percent using LinkedIn and 50 percent using Twitter. It’s not just the major social channels proving useful, with almost a fifth of HR managers distributing recruitment-focused content on Instagram and five percent using Snapchat.
Explaining the motivation behind the report Shelley Hoppe, CEO of Southerly, said: “As the economy has picked up, candidates have become more discerning. HR managers simply can’t afford to stick the old ‘one size fits all’ approach to finding talent. Content and social media are hot topics in marketing and these techniques can be applied to great effect in the world of recruitment.
“Forward thinking HR managers are making the most of the various media, tools and channels available to engage with candidates in a fresh and informative way, and are seeing positive results across a variety of strategic metrics,” added Hoppe.
Overall, HR managers report that recruitment marketing is helping them increase the number of applications per vacancy, increase the quality and diversity of applications, reduce cost per hire and time to fill positions.It also improves brand recognition and staff retention.
“We’ve seen increasing interest in recruitment marketing from our members. The HR function is in flux at the moment and this is an area that HR absolutely must own, rather than hand off to marketing or brand teams. There’s a real opportunity for HR managers to embrace new, dynamic techniques that will help them attract high quality candidates who reflect the organisation’s values, which in turn will impact positively on recruitment and retention costs,” said Tom Holmes, founding director at Veran Performance.