We all know that the end goal of an effective recruitment process is finding the perfect candidate for the role. But what about the first step?
Arguably, it’s getting your job posting in front of as many potential applicants as possible. Creating well-branded, informative and engaging marketing content is one thing – distributing it to a wide talent pool across the vast reaches of the Internet is another.
What is a distribution network?
In the broadest possible terms, a distribution network is the flow of goods from a producer or supplier to an end consumer. In retail, for example, it’s the movement of a product through storage facilities, warehouse and transportation systems until they reach the customer.
In recruitment marketing, your product is your content. First and foremost, these are your job listings, but to stand out in today’s job market, it should encompass a much broader range of engaging content about your company, its culture, and why an applicant would want to join your team.
Your distribution network is made up of all the different channels you use to get your content in front of potential applicants.
Traditional methods of distribution
Distribution has traditionally been a labour-intensive task for in-house recruitment teams. This was often carried out by email and involved building up a network of “active” candidates, those who had shown interest in the organisation by previously applying for a role or signing up to communications.
However, a recent survey found that 45% of Fortune 500 companies with a talent network never send any communications out to members after they’ve signed up; and of those, 95% send only job postings. Given the time-consuming nature of splitting talent networks into different sectors and sending out targeted communications, a one-size-fits-all approach to distribution is often taken, resulting in senior marketing professionals being sent postings about warehouse jobs and internships. Such an approach is unlikely to inspire candidates to do anything but swiftly unsubscribe from further communications.
Distribution channels for today’s jobseekers
When it comes to spreading the word about your organisation and job opportunity, the internet is your distribution channel.
Using channels including your own recruitment site whilst tapping into existing channels such as job boards and social media, you can reach the widest possible pool of talent. That means expanding your reach beyond “active” jobseekers on the lookout for a new job, to “passive” talent. This is a crucial demographic given that many excellent candidates feel disengaged in their jobs, and around 50% are open to moving jobs at any time.
An effective distribution network is all about bringing your content to your audience, rather than expecting them to come to you. With Google Jobs, for example, you can tap into the world’s number one search platform and all the traffic and visibility that comes with it.
Social media platforms such as Facebook, Instagram and LinkedIn represent another channel which is capable of generating high levels of interest among a diverse range of talent. This is particularly true if you can produce content which is native to those channels, for example creating visually attractive infographics to engage Instagram users.
This is why it’s so important to think about both the message and the medium when attracting new talent.
How to harness the power of Internet-wide distribution with inploi
inploi’s distribution network offers immediate exposure to multiple audiences and millions of potential job seekers with just one connection. This encompasses a broad range of top-performing channels, including Jobs on Facebook, Google for Jobs, TikTok, Indeed and FindaJob, as well as traditional job boards.
Perfect data markup, direct integrations, and firm partnerships mean your jobs get listed quickly and indexed properly. inploi’s team is at your disposal, offering up our expertise to design, execute and optimise bespoke campaigns to deliver you the candidates you need.
Our partners range from FTSE100 organisations with global hiring needs to large seasonal hospitality and leisure providers. All have one thing in common: they’ve transformed their talent attraction and developed a competitive advantage with our technology.
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