Not all talent marketing is automatically helpful. In fact, it is almost too easy to fail with your talent marketing activities and not even notice it.
I don’t want you to fail. I quite like the idea of you experiencing noticeable success with your marketing, communication and branding activities targeted to your talent audiences.
How to recognize the success or failure of talent marketing?
The wonderful think about modern employer branding and talent marketing is that it is all measurable. And what we can measure, we can set goals and objectives for. And when we know what success looks like, we are able to track and trace how we do, we can also detect when something is not working.
Whether you are sharing internal messages and communicating company and workplace related news to your employees, or you kick on a recruitment marketing campaign or start employer branding on social media, everything can be measured. Even a physical event such as a recruitment fair has elements we can measure.
For you to recognize success, you need to have set goals and objectives for the talent marketing activity or strategy.
Everything starts with setting measurable goals and objectives.
Susanna Rantanen
Everything starts with setting measurable goals and objectives.
“How to measure success in a a recruitment campaign (episode 51)” >>
“Goals, objectives and metrics in hiring (episode 30)” >>
Do these and avoid failure altogether
Once you have clarity over what you need to achieve, your next task is to make a plan how to get there.
Plan your marketing and communication journey from here to your goal
The good thing about planning is that you are more likely to plan further than just the next step. This in turn starts to form a bigger picture. And when you see that bigger picture forming in front of your eyes, you almost immediately also notice if this is a wrong plan.
When we jump on those marketing activities ad hoc and random, we easily forget about the big picture. It’s much more difficult to keep your goals and objectives top of your mind when you choose the ad hoc -road.
Prepare and schedule especially your employer branding content in advance
Another reason why our efforts easily fail is that even though we had what seemed like a great plan, we didn’t take time to prepare and schedule.
I don’t know anyone who does professional social media or content marketing who would not plan and prepare a lot of the content in advance. That is literally the golden, not make that the diamond key to your success.
I really don’t have the time every day to sit down, create the content and then publish it. It is not unheard of me suffering also from the regular lack of ideas and inspiration. I’m just not on the mood to post something strategic every day. I bet you aren’t either.
I don’t know anyone who does professional social media or content marketing who would not plan and prepare a lot of the content in advance. That is literally the golden, not make that the diamond key to your success.
Susanna Rantanen
That’s why we schedule a weekly task during which we ideate and create all the content ready for the coming week or even longer. Then we automate and schedule the publishing of the content.
When we don’t do this, we very easily end up not posting anything until we have the time and the inspiration. If you don’t post, no one will see you and if no one sees you, they don’t get to know about you and if they lose that opportunity, well, you might as well not even exist.
Check the analytics on a weekly basis, daily in your recruitment marketing campaigns
Analytics is our best teacher and mentor when it comes to learning what works and what doesn’t.
Some of the analytics you may evaluate only monthly, some you need to pay attention to on a weekly basis. And if you have an ad campaign on in social media, I’d check it out on a daily basis even.
What you do is you make changes to your posts and messages, or posting times if it looks like something is not generating impact.
Listen to what is the 4th very common reason why our talent marketing fails from the podcast-episode.
Listen to episode 58 of Building a Modern Employer Brand -podcast
In this weeks episode of Building a Modern Employer Brand -podcast we will talk about why talent marketing often fails and what you can do to avoid it.
Episode-length: 33:21 min
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