Does this sound familiar?
In 15+ years of working with both sides of the hiring process, I've learned the answer to both these questions lies in solving one basic problem: getting employers and job seekers to speak the same language.
Let me prove it to you...
Yesterday, I posted a simple request on LinkedIn asking all my followers to share with me what they look for in a good employer. The results confirmed two things:
1. Job seekers focus on a vast array of benefits employers provide.
2. No two job seekers define "good employer" the same way.
Now, head on over to your favorite job board and start reading some of the postings by employers. You'll find most are nothing more than a long list of requirements i.e. we want 10+ years experience in __ skills, etc., followed by a list of their standard employee benefits. See the disconnect? Job seekers today are job shoppers. They want to feel some sense of control over where they choose to work. They have unique needs. Reading boring, standard job postings doesn't inspire them to want to apply. Instead, they want to be lured in by the magic of a company's employer brand a/k/a what makes them a good place to work. They want to be able to research and find (on their own!) their dream jobs, as opposed to feeling trapped into applying and working for companies taking a one-size-fits-all approach towards hiring. If you want to hire the best talent today, you need to give them a shopping experience. Enter hashtags...
Hashtag Master Key = A Common Language
My company works with thousands of job seekers. Our members are taught step-by-step how to proactively build an interview bucket list and effectively network their way to a dream job with a good employer. This experience has taught me in spite of what job seekers claim they want in an employer, it really comes down to 8 key attributes. So, we built a master key of hashtags they could use on sites like LinkedIn, Instagram, Facebook, Twitter, and even Youtube to help them research and identify companies that match these attributes. For example, if job seekers want to find employers that let them bring their dogs to work, the common hashtag is #petfriendly.
Next, we offered the same master key in the form of a cheat sheet to recruiters. The results? A simple way for the two to find each other. No fancy technology, just a common language applied to both sides of the hiring process. And, as the French say, "voila!"... employee-employer soulmates started finding each other faster.
In 2019, Money Spent Making & Promoting Your Employer Brand Will (Finally) Provide Incredible ROI
For those companies that are already consistently creating and distributing employer brand content on social media, the return on investment will skyrocket in 2019. All they have to do is use the hashtag common language and their content will get significantly more views. Why? Just like internet searches, the employer brand content with the most likes and shares on a social media platform rise to the top of the search results.
Meanwhile, for those employers who haven't stayed up with the times and failed to embrace a recruiting strategy that promotes their employer brand on social media, it's not too late. But, you'll need to get up-to-speed with a content calendar and daily postings with hashtags to compete. I predict in the same way marketing departments became obsessed with social media as a marketing tool over the last decade, getting employer brand content to "go viral" will be something all recruiting teams will start obsessing over in 2019!