There are many different tools that recruiters, sourcers and marketers use to attract and engage with talent. You have your career site, your employer brand content, your jobs, job advertising and candidate relationship management. Some of these tools may work just fine on their own, but companies can gain huge advantages and save valuable time and effort if these tools are connected and able to share data and information. Let’s take a quick look at five areas where connected data is benefiting employers.
CAREER SITE + JOBS
A good career site is more than just a website. A good career site should house your employer brand content, information for job seekers and most importantly it should host your jobs. When your jobs are integrated into your career site, you not only get great upper-funnel metrics on the jobs themselves, but that job-level data can then be activated across other channels in a variety of ways. On Radancy’s Unified Platform, your Career Site is able to serve up relevant content based on the jobs the user is viewing. You can also automatically determine the jobs and locations that users are interested in and easily set up relevant job alerts for prospects. And, you can create visual job descriptions for specific roles that need additional promotion or attention. Outside of the Career Site, that job-level data can be leveraged to improve other solutions that are part of our unified platform.
CAREER SITE + SURVEYS
Surveys are one of the best ways to collect firsthand, explicit data from job seekers. This includes employer brand perceptions, net promoter scores and candidate motivations. But each of those may be heavily influenced based on the types of jobs the user is interested in, where they want to work and their demographics. Take candidate motivations for example, what is important to your retail candidates may be different than what is important to experienced tech candidates. With connected survey and job data, you can slice the survey results by job to understand differing candidate motivations. Without that job-level detail, you’d see a blended average, which would not be as useful.
Example of Candidate Motivations by Job Type
CAREER SITE + DATA-DRIVEN CREATIVE & MESSAGING
Learnings from behavioral data from the Career Site, enriched with job-level brand perceptions and candidate motivators from surveys, allow you to create detailed candidate personas and craft personalized (and even automated) messaging that resonates with each audience at every stage of the candidate journey. This becomes the basis for your creative strategy and can be used to develop content for the Career Site, create visual job descriptions and inform ad copy. It can also be used to define the tone of voice for your social messaging and in your employer profiles and job descriptions.
Example of Different Messaging Based on Career Site Data
CAREER SITE + PROGRAMMATIC MEDIA
Programmatic advertising is how brands market today and it should be the way employers market as well. In fact, a 2021 Aptitude Research Talent Acquisition survey showed that 90% of companies that use programmatic ads are either continuing to invest the same or increasing their investment this year. Radancy’s Programmatic AdTech uses data and AI to do the things that humans can’t do at the scale and speed needed to compete in the modern job marketplace. This includes AI-driven programmatic job marketing and performance optimizations, real-time bidding, automated audience building for remarketing and prospecting, and dynamic creative – all based on data inputs from the Career Site.
As jobs are imported to the Career Site, we use machine learning to read the job title and description and classify the jobs into standardized categories. This allows our unified platform to compare job performance across the network. Jobs can then be optimized based on views and clicks on the Career Site in a constant loop of performance optimization.
Programmatic Display Ads
Display media also has a before-and-after benefit when integrated with the Career Site. With connected data, you can dynamically insert the job and location interest of job seekers into display ad copy. And just like programmatic job ads are optimized based on user activity on the Career Site; users who visit the site, but do not apply can be placed into remarketing audiences. And visitors who do apply are used to create look-alike audiences to attract other like-minded job seekers.
CAREER SITE + CRM
Your centralized candidate management system should help you engage with your talent community – but with connected data, it can do so much more. Radancy’s CRM can take job data from your Career Site and use AI to match jobs to candidates. It can also automatically create different audiences based on actions people take on the Career Site, so you can automatically and intuitively market to those audiences based on learnings from your Career Site.
Automated Job Matching
Once a person joins your talent community, you can parse their resume to identify specific skills and experience. And if you use Radancy’s CRM in tandem with your Career Site, you can then parse the skills and experience needed for jobs and use AI to match jobs to candidates and candidates to jobs.
Automated Audience Building
You can also use data from the Career Site to group your prospects into audiences. Think about how powerful it is that your career site data can enrich your candidate profiles and audiences in your CRM. You can collect interest data at scale without having to explicitly ask candidates or prospects. Then, you can use that data, combined with your data-driven creative, to target and craft meaningful messaging and automated email and SMS campaigns. A simple, yet extremely useful example of this is knowing the last time a prospect interacted with your Career Site. You could use a metric like days since last visit in CRM to segment prospects into warm leads versus cold leads, and then customize your messaging based on recency. Maybe you re-engage cold leads by telling them about a new product launch or other recent news about your company.
REAL-WORLD BENEFITS OF CONNECTED DATA
Having a purpose-built, integrated system with shared data has real tangible benefits that address some of the most common reoccurring pain points for businesses. First of all, you don’t want a disjointed candidate experience. If you use our unified platform for talent acquisition, you can better control the look, feel and tone of your messaging across all channels and candidate touchpoints. Creative that is developed for your ads matches creative developed for your Career Site. That same creative and messaging can be loaded into templates in your CRM. It’s a cohesive message that demonstrates to candidates that you are an organized company and that your marketing, sourcing and recruiting teams are all on the same page and working together.
Integrations often rank high on people’s list of challenges when it comes to TA tech. And if you’re using our unified platform, you are inherently reducing the number of third-party integrations you need to deal with. That will save your teams time and money in the long run.
Data management is a major pain point for many companies. By splitting up your recruitment marketing tools, you need to spend considerable time and effort establishing ways to transfer data between those disparate systems. You also need to ensure that data is aligned between systems. And you need to invest time and effort into data monitoring to ensure you’re continually sharing complete and accurate data across systems. Having a unified platform designed to share data greatly reduces this burden.
Lastly, as AI and automation and machine learning become more commonplace in talent acquisition, it is going to require larger and larger volumes of trustworthy data that is readily available and can be activated in different ways across different channels. And if you’re working in our unified platform with products designed to work together – all leveraging that connected data – you’ll work more efficiently and be well-positioned to handle what comes next in recruitment marketing.
Radancy’s unified platform, augmented by rich data and deep industry expertise, is revolutionizing how employers attract and hire the talent they need. If you’d like to learn more about the Radancy unified platform and see more examples of how we use connected data to make recruiting easier, contact us here.
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