Crushing Recruitment Challenges with Digital Advertising

This article from ISmartRecruit identifies the biggest recruitment challenges organizations are facing in 2023. They dive into 11 issues recruiters and HR teams are facing, with the top 3 being:

1. Talent Shortages
2. Attracting the Right Candidates
3. Targeting Passive Candidates

Recruitment Challenge #1: Talent Shortages

This recruiting challenge is on EVERYONE’S mind. And, don’t think it’s going away anytime soon. I’d heard chatter that the fed rate increases plus inflation may put the squeeze on the public to jump back into the workforce… not happening yet. So, if 7% inflation and 6% interest rates aren’t doing it, what will? From a advertising perspective, an employer needs to stand out – you need to have a compelling offer. What makes you different? What makes you better? And, go STRAIGHT to the good stuff, y’all — the benefits. If youre benefits are weak, you won’t compete. That doesn’t neccesarily mean you have to have the best healthcare benefit in your market, but you have to have something that sets you apart, and for some that may simply be cultural benefits, or PTO… but you MUST identify it, and then USE it in your subject lines, your lead-ins, your ad copy, and your landing pages.

Recruitment Challenge #2: Attracting the Right Candidates

The right candidate is defined differently in every organization. So, step one is to define them. You likely have that laid out in a document somewhere, or in your head… but put it out there, bold and big, right in front of the candidate. You can crush your recruitment challenges with digital advertising and stand out simply by speaking plainly, and being direct. Start by answering the “right candidate”s burning questions. You may know for a fact that the right candidate wants to know if there’s room to grow…. Your ad copy can say “We hire quickly, and promote internally – if you are a performer, you WILL grow in our company.” If the right candidate reads it, then you’ll be speaking straight to them. And, with your digital adveritising, you have myriad options for being TARGETED – find out “where they live” online and in their media, and target them there, with that message that speaks directly to them.

Recruitment Challenge #3: Targeting Passive Candidates

Many of your ideal candidates aren’t “actively” looking for a job. Don’t forget, many of them are happily employed. But, what you need to do is go beyond providing the basic info, and SELL them. Yeah, unfortunately, they may not be seeking you out — be humble and ask them to consider you. Show them why your organization is the right fit for them. Passive candidates can be targeted through traditional media, social media – anywhere they “hang out” and have a bit of open attention span. Take that opportunity to tell your story, and make a case for why you are the right NEXT MOVE for them.

Honestly… these 3 recruiting challenges have been around for far longer than we like to admit. The pandemic, and recent financial strains have only exposed them further. This is the NEW REALITY, and HR teams that adapt and pivot are the ones who will win.