Breaking Bad. Weeds. Boardwalk Empire. SOA. If we’ve learned anything from our favorite prime time cable shows of the past, it’s that you can have the best smack on the block, but it’s worthless without a foolproof distribution system.
Walt, Nancy, Nucky and Jax demonstrate time and again that access to the best product is only part of the equation. If you can’t unload it to the masses, you’ll end up being extinguished by the competition.
The same is true for your recruiting content marketing strategy. You can create addictive content that leaves your audience wanting more, but if you don’t have an efficient vehicle of delivery, you’re not going to engage the right candidates, and you won’t be able to drive placements.
Recruiting marketing automation software provides staffing firms with the tools they need to make sure their best content arrives in front of the right people at the right time by:
- Eliminating repetitive processes
- Capturing metrics
- Measuring new tactics
Eliminating Repetitive Processes
People. They can be so human sometimes. They get distracted. They procrastinate. They are quickly bored.
They aren’t always suited for repetitive tasks. That’s why Henry Ford invented assembly line automation, and that’s why you need to automate the way content is delivered.
Drip campaigns keep candidates engaged. Notifications highlight the hot candidates. Automation allows your recruitment marketing team (or your admins, executives, owners or whoever wears the marketing hat) to stay focused on the business instead of being bogged down with the administration of marketing campaigns and your candidate nurturing program.
Today’s marketing teams don’t really on touchy-feely intuitions. They rely on cold hard facts to justify spend and receive support from management. But metrics are difficult to track without a process in place.
Recruiting marketing automation provides a framework for insight into every candidate interaction, from where they interact to what influenced their latest application or placement.
If you can’t track opens, clicks and opt-ins, you can’t track valuable metrics and insights and wont know if your candidate nurturing program is working.
Measuring New Tactics
With metrics in hand, you can easily spot glaring inefficiencies in your candidate marketing program – like applications that drop off, wasted job ad spend, and messaging that isn’t resonating with your candidates.
Once the biggest kinks in your marketing program are worked out, your team can continue to refine the little details that make a difference – like the color of your call to action links or the placement of your open jobs button.
Most likely, you’re marketing legit positions that doesn’t require setting up a car wash, maternity shop, hotel or ahhem movie production as part of your process. The front you do need to set up is recruiting marketing automation.
Folding marketing automation into your marketing strategy allows you to efficiently distribute content, follow up with candidates, track metrics, and rework your strategy to hire candidates faster and make the most of your marketing spend with candidate nurturing.