What marketing channel should you focus on if you want to attract and hire top talent?

Digital transformation has dramatically expanded the opportunities to deliver recruitment-related messages.

Now, instead of practically limiting yourself to local advertising, you can now use recruitment marketing to easily promote your job openings without geographic limitations.

With so many channels available, where should your efforts be focused?

What options are available for your recruitment?

Your time is limited.

When you have an entire department or business to manage and day-to-day operations to accomplish, you can't afford to spend hours every day managing recruiting, no matter how important it is to you to attract the best candidates.

So you'll need to choose the channel that has the best efficiency/resource ratio (whether that's time spent or money)

What are your options?

1 - The careers site and the careers blog, appreciated by candidates

Career sites are popular with candidates

For too long neglected in digital employer brand deployment strategies, the career site is nevertheless the most important space in the eyes of candidates.

The way it is built (UX) and, above all, the quality of the content they find there (Inbound Recruiting) are determining factors in their choice.

Your career site, and the blog it hosts, intended to inform potential candidates of your added value as an employer (the famous EVP), help generate traction toward your employer brand, especially through SEO techniques.

This is clearly one of the most effective, yet least used channels in France today.

2 - Influencer Marketing, a new string to your bow

This may sound strange, as the idea of having a relevant influencer directly list a job posting may seem out of place, but that's not how it works.

Instead, it's about enhancing the value of your brand to make it more appealing to job seekers - by establishing your expertise and authority in your field, and pairing it with the image of a valued influencer.

3 - Social media, timeline relevance

Ideal for networking and sharing succinct information, social media platforms have become very effective for developing relationships with candidates.

Recruitment can be promoted on social networks 

Some platforms (like LinkedIn) are more business-oriented than others, but each platform has something to offer in reaching a distinct audience. In short, social network recruiting (or Social Recruiting) is a must-have these days!

4 - Job boards, the historical channel

Job boards obviously have some value, as they provide access to many jobs with their features, but they can also make the jobs seem too generic.

It is difficult to compete by personality and employer brand, as candidates are primarily comparing benefits and salary.

5 - Pay-per-click advertising, still effective?

PPC ad serving has long been used to communicate about job openings targeted to specific keywords via Adwords.

Unfortunately,  Google now prefers to override its results pages with its own job aggregation feed (from job boards).

Prefer social media PPC like Linkedin Ads instead.

The relevance of a cross-channel strategy

No recruitment strategy relies on a single channel, of course.

Effectiveness lies in your ability to activate the right channels, in different time frames and with different intensities, depending on your targets and the ROI you expect from these actions.

These will be widely perceived and conveyed by your employees who can become ambassadors of your employer brand.