Earlier this year we launched PageUp Recruitment Marketing – a new recruitment marketing functionality designed to help hiring teams capture and convert great candidates.
PageUp Recruitment Marketing improves the efficiency of recruitment while crafting unique candidate experiences. And who better to take this new offering through its paces than our own HR team?
We spoke to PageUp’s head of HR, Chelsie Hastings, about her hopes for PageUp recruitment marketing, and what features and functionality she’s most excited to try.
Why recruitment marketing?
Just as important as finding the right person for the role is convincing them to work for your organisationorganization. Competition for talent is intense, and many candidates have the luxury of picking and choosing who they want to work for. In response, recruiters have to get strategic and proactive to win the best people.
Enter recruitment marketing.
Recruitment marketing makes your recruiting more personal, more focused, and more effective. Functionality like automation gives candidates a tailored experience at-scale: from customisedcustomized job pages, to AI-selected content they see on your website, and communications via email, SMS, text-to-apply and chatbots. Features like easy website content management lets recruiters build and update websites and landing pages to showcase employer brand.
PageUp will be using recruitment marketing to deliver a great candidate experience that’s personalisedpersonalized – and also automated enough to scale.
The PageUp hiring team uses a number of strategies to find the best hires, from proactive sourcing to talent pooling.
“There’s a big focus on proactive sourcing, so we go out and actively seek candidates. We’ll try to find the right candidates that suit the kind of skills and experiences that we’re looking for. We use job boards, social media, career sites, all of those elements,” says Chelsie.
Chelsie will now be using PageUp Recruitment Marketing to make these channels even more effective – while also cutting down on manual administration.
For example, PageUp uses LinkedIn to proactively source candidates. The platform is an invaluable global network that provides recruiters with information on talent, schools, and experience, but the process of sorting through profiles to find candidates has previously been very manual.
“We search through LinkedIn, looking at certain search criteria, and then get back a list of people that might fit that criteria. But you’re still reviewing each of those profiles on an individual basis, and ascertaining whether or not they’re someone who fits the profile that you’re looking for,” Chelsie says.
“Then you’re relying on them responding to a message. It’s a lot of time and effort from the talent acquisition consultants, and it also means that it’s a lot of time out of their day that is not a meaningful conversation or interaction with a candidate.”
With PageUp Recruitment Marketing, elements of proactive sourcing can be automated to cut down this manual screening and communication process. Follow-ups can be pre-set and automated, giving hiring teams back hours in the day to have strategic, valuable interactions with candidates.
Give the candidates what they want
The PageUp recruitment team is looking forward to being able to track the effectiveness of their careers site with meaningful data on what content is resonating with candidates.
“What we’re looking for from recruitment marketing is to identify what talks to the type of candidate that we are trying to attract. Each region is different, and we can get that important information and data to tailor our content accordingly,” says Chelsie.
“We put all of this content out there, but we don’t really get the information as to whether or not it’s resonating or whether people read it and connect with it. My hope is that through utilising this functionality we will be able to send a lot more people to our career site and we’ll be able to get the analytics of what is most meaningful to those prospective candidates.”
“This will help us validate and be a lot more strategic from a benefits perspective: what appeals to the American market versus the Australian market, and how we can best leverage that or put our focus more on telling people about the things that are important to them, rather than just guessing.”
To measure success, Chelsie and her team will be establishing a baseline to track conversion rates, careers site traffic and content engagement. They will then leverage that data to adjust their approaches and make strategic improvements.
“Our initial measures of success will be getting more candidates to our direct careers site and having access to the analytics which will allow us to be more strategic in our content development. I’d also like to see the sourcing channel effectiveness of our careers site increase, as we proactively create content that speaks directly to the talent we want to work with us” Chelsie says.
Follow the PageUp journey as we implement PageUp Recruitment Marketing. Stay tuned for the next instalment, where we’ll discuss implementation, go-live, and taking the new system through its paces.
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