Candidates today use different devices to consume media and go through a variety of social networking and career-focused sites to connect with the world.
The key takeaway of talent in the past decade: job opportunities abound even outside traditional career portals. As such, employers who want to tap into diverse talent pools are now maximizing multi-channel exposure to amplify their employer brand.
In the same way that companies advertise their goods online, HR teams deploy recruitment marketing to cast their net wide and innovate their talent acquisition strategies. Gone are the days of single-channel recruitment.
According to Indeed and People Matters Recruitment Outlook 2022, seven in 10 employers “scout for high-caliber talent” in online platforms and communities.
“In today’s hyper-connected world, workers are learning the value of establishing a professional identity by building profiles, showcasing their credentials and testimonials from peers, and connecting with potential employers online,” the study found.
“For employers, networking on these digital platforms serves as another avenue to meet high-caliber talent and engage with them.”
HR teams, therefore, need to reach candidates where they are – whether target recruits are actively looking for new opportunities; casually exploring their network; or just building their personal brand.
The challenge, however, isn’t just to publish generic information but to provide value-adding content about your employer brand, values and career opportunities and thus appeal to the right audience. This is where omnichannel recruitment comes in.
What is omnichannel recruitment?
Omnichannel recruitment uses multiple connected channels at once to communicate with candidates and simplify and enhance their job-hunting experience. These channels include social media sites, mobile applications, in-store experiences, employee referrals, career portals, online and physical events and any other method that the company uses to interact with candidates.
The best omnichannel recruitment methods rely on candidate journey mapping and data analytics to determine the entire history of the candidate’s interactions with an employer, including which sections and touchpoints of a career site they have visited and which questions they asked the chatbot or HR team. Access to this wealth of data gives recruiters real-time indicators of a candidate’s thoroughness and level of interest.
Omnichannel recruitment can be facilitated through a chatbot, which uses Natural Language Processing. This chatbot can recognize questions being asked and offer candidates a quick response. The chatbot also collects data such as phone numbers or email addresses to expedite coordination with the HR team.
Why should firms use omnichannel recruitment?
Organizations stand to benefit from omnichannel recruitment because of the greater likelihood of recruiters finding multiple, high-quality candidates who exhibit a higher chance of completing the application process.
Recruitment takes advantage of different means of communication, enabling organizations to amplify their message to the talent community. More importantly, it deepens the connection between the candidates and recruiters with a view to enhancing the overall candidate experience in the long run.
How can firms use omnichannel recruitment?
Understand your goals.
Before you start to implement this strategy, first understand your targets. Some goals may include increasing applicants’ satisfaction and expanding the reach of your employer brand.
Another benefit of omnichannel recruitment is increasing the number of touchpoints you have with candidates throughout the screening. After all, constant communication with applicants is known to enhance the overall candidate experience (54.1%), findings of Recruitment Outlook 2022 showed.
Create a plan.
Sit down with your team. Plot the points on which digital channels you want to be in. Through this, you can see which platforms people commonly engage in and which job listing techniques are working. You can then decide the best channels and messaging to focus your efforts on.
Commit to the process fully.
Streamline your process across multiple channels. This will help reduce the number of processes you have to integrate. Make sure platforms are connected and automated so that no messaging falls through the cracks.
Once you’ve implemented an omnichannel process, you need to be open to change. Stay on top of trends and be quick to adopt new tools. Also, don’t forget to check your analytics regularly.
Through the use of multiple integrated platforms, not only will you reach a wider range of target candidates, but you will also have visibility over the impact of your talent acquisition strategy.