The fact that recruiters and marketers need each other, we have already written. Now we decided to figure out how to recruit a marketing strategy in their work. This time, using IT recruitment as an example.
The IT sector is developing rapidly, many projects need specialists, which means that recruiters do not have to sit back. We have already shared some life hacks for searching and attracting developers, and now we will talk about the concept of a consumer funnel and how it works.
The classic consumer funnel model is becoming less and less relevant. It is replaced by the concept of consumer travel (users journey), which works in any market. For us, this is an IT labor market.
There are five stages in the scheme: awareness - acquaintance - consideration - purchase - loyalty. Today, the task of a recruiter is not just to search or hunt, but to warm-up potential applicants at each of these stages. Before disassembling them in more detail, we define the target audience.
Target audience: who is the developer
According to the data, IT specialists selection service, the portrait is as follows:
- 85% are men;
- age 23- 35 years;
- predominantly live in million-plus cities;
- they value the opportunity to show knowledge and creativity, their interest in the project and their contribution to it, freedom of action.
There is a portrait of the target audience. It remains to analyze it and highlight the marketing tools that will lead the consumer or the applicant through all stages of the journey and push him to make a purchase, that is, to accept a job offer.
At the HR Digital conference, which took place in November, we discussed various marketing tools and identified the most effective:
selling and video vacancies;
hackathons, conferences and other events;
contextual and targeted advertising.
Now we correlate these tools with the stages of "travel". However, some of the tools can work at different stages.
Sales jobs and video vacancies
Selling vacancies and video vacancies.
Contextual and targeted advertising
For awareness and dating, content marketing is suitable: developers are one of the most reading audiences, and they value quality content like no one else. The channels here can be different - a page on Facebook or Vkontakte, a Telegram channel, etc.
Moreover, you can both reap the benefits of the content you create yourself (for example, you are an internal recruiter and help maintain a content platform for the company), as well as search on third-party resources (a great option for an external recruiter). Various IT sites are the focus of specialists, and one of them is looking for a new job.
Tip: when working on content creation, don't forget about the visual part of the stories - cool pictures, funny gifs, and useful infographics.
Sales and video jobs
Another tool is creative vacancies. They work both for awareness/acquaintance (the applicant learns about the company or notes that they are looking for employees non-standard in it) and for consideration (if the applicant is just looking for work).
What is the peculiarity of a creative vacancy? Less rigor and formalism, easy, lively language and a bit of humor.
One of the options for a creative vacancy is video vacancy. This can be a separate video dedicated only to find an employee, and a simple mention. And here you can get to work at Yandex. In the Novosibirsk office, developers come up with Yandex, Direct, Crypto, and much more protection technology, the video says. A creative way to introduce the city and attract new people to the team:
Another option for a creative job is a contest. For example, offers contests for editors: you need to write an article, come up with a publication or make a publication. The conditions say that winners receive prizes or money. And sometimes they are invited to work.
Targeted and contextual advertising
Two more great tools for finding exactly those employees. Such advertising allows you to choose a target audience that fully meets the needs of the customer. And the more accurately you set the parameters, the more successful the search will be. You can target ads to developers with specific interests or from a city, for example, only residents of Bangkok are suitable for you. There are a lot of parameters - they must first be spoken to with the customer.
These tools fall into the Purchases block, as those who are interested in the vacancy and who are willing to try to respond to advertising vacancies. Here you are not looking but only cast a fishing rod.
Tips are simple: precisely determine the audience; make a bright title of no more than 25 characters; succinctly and concisely - keeping within 70 characters - describe your proposal. And do not forget to pick up a cool image!
You can read about how to evaluate the effectiveness of your vacancy and understand whether it works or not in the article Targeted Vacancy Advertising for HR: A Quick Guide.
Hackathons, work at conferences and other events
Various IT parties are a great place to make contacts, build dialogue, consider proposals and even maintain loyalty. All a recruiter needs is to keep an eye on the industry, attend such events and show his psychologist skills.
There are many ways to get to know each other: if the event has mutual acquaintances, ask you to introduce yourself; you can come to chat yourself. It is not necessary to immediately enter the battle, for a start asks for contacts - e-mail, accounts on social networks, phone. The dialogue can continue even after - to write off or to phone. Of course, if the conversation develops and this is appropriate - the proposal can be made immediately. Each case is individual, consider the pros and cons along the way.
If you see that the candidate is not ready - do not rush to offer a job, collect as much information as possible beforehand: where is the developer working, is he currently looking for work, what are his priorities -undefined interesting project, a lot of freedom or a high salary.
When the data is collected and the contacts on hand - get down to business. Discuss the job offer and, if relevant, make an offer.