Personalization and Social Impact in RecruitingBy Simran Jessel | June 13th, 2019 | Comments
Personalization and Social Impact in Recruiting
Today, there is so much competition for people’s eyes and ears that it can be near impossible to get their attention. With the constant bombardment of emails, display ads, and videos and a limited attention span, it’s becoming increasingly difficult to get your business in front of your target audience. This is especially true when it comes to recruiting.
With ever increasing ability and demand for delivering personalized content, there’s a need for a much broader range of content for tailoring to individuals’ interests and needs. This is particularly true when it comes to recruitment, a field in which candidates are constantly distracted by various media channels, oftentimes bombarded by many recruiters.
Why is Personalization so Important in Recruiting?
In the recruiting industry, personalization means doing some research on prospects, actually taking a look at their profile to identify education, experience, location, interests, etc. that you can use to tailor outreach efforts. Personalization can be thought of as the minimum bar for lead generation to be held to, however, not a point where recruiters should stop.
It’s important to understand the context of the candidate’s work. For example, when looking for an engineer in the tech industry, a recruiter needs to go further than just looking for a specific type of engineer. He or she needs to understand of the context of the candidate’s engineering and what they might be looking for in a job. It’s all about understanding the context of the problem they’re solving.
Do the Research
It’s important to take the extra time to do your research if recruiters want the lead generation process to be more effective. One of the biggest problems in recruiting is that everyone is so pressed for quantity of messages going out, that everyone is going, “Okay, close enough.”
Looking at the bell curve, many people may think: “Well, it’s actually more like an 80% area I can be successful under.” The misconception is, while you may possibly message 80 people that could possibly be fits, the time and effort it takes to go through and put the person in whatever whatever CRM you’re using and following up all that stuff takes time.
Whereas if it’s a little bit smaller area you’re going after, say around 50% of the people you could go after, but you’ve done a little bit more research, when they get the message they’re aware that you understand the problem they’re looking to solve potentially. That’s when you’re more likely get response rates.
The Role of Social Media in Recruiting
When it comes to social media, there are a ton of companies that put out content that looks great, content that may even get a lot of likes. Engagement, however, doesn’t matter if it’s not the right kind. There’s really not much point to it if you’re not getting engagement from your social media or email marketing campaigns. This doesn’t mean you’re not target the right audience, but people tend to engage with social media based on knowing you can help solve problems for them.
New Trends in Lead Generation
The concept of lead generation is evolving. It’s become more about automation and having leads come inbound. Social media has become a much more powerful advertising tool that television and radio. With social media, companies can market to a thin segment of the population around a specific subject, displaying expertise on that topic and that engagement.
Another possibility for the future of lead generation is Instagram. Putting your content on the growing social platform, creating the engagement, somebody might see that message and think what you’re doing is different or they might need the service, etc. When you have a billion people on Instagram and over two billion on Facebook, you’re within two degrees of the whole world.
With all of the emails, ads, and social media posts people see every day, personalization and the right kind of targeted content are more important than they have every been before.