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      5 Ways Recruitment Leaders Can Transform Their Email Marketing Content

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      Every day, four billion email users are tapping into email marketing – a low-cost but highly effective digital comms tool. And for recruiters, it’s not only an easy way to engage with candidates on a one-to-one level, but it can also open up doors to new opportunities.
      However, that doesn’t mean to say that each piece of content landing in a jobhunter’s inbox will be acted upon or even looked at. There must be a compelling reason as to why they should interact with what they’ve received and ultimately place their career search in the hands of specific recruitment professionals.
      What that means today is, it’s no longer best practice to send out hundreds of bland emails to a bunch of prospective candidates – containing an irrelevant message that’s loosely received by all – in the hope that an individual might take up the offer presented to them. It’s about providing comms that are valuable and helpful to ease the strains of a monotonous job search.
      The good news here is, there are a multitude of ways in which email marketing can encourage candidates to engage, and even if they’ve never previously interacted with the recruiter too. Here are five areas recruiters should focus on if they want their next comms campaign to be a raging success…
      1. Always opt for clickable subject lines
      If a job hunter isn’t interested in the first line they see, they’ll be highly unlikely to open and digest the content – regardless of how carefully crafted the content is. After all, 50% of a user’s decision to engage with an email is all to do with the brand itself. The other half? The subject line. So remember:

      Get straight to the point: Examples such as ‘Junior PHP Developer Wanted: Near Newcastle’ or ‘Experienced B2B Copywriter Needed’
      Think about verbs: What should the recipient do? Will it be ‘Read Our Top Tips Guide On Job Interviews’ or ‘Learn How To Create A Cover Letter’
      Don’t forget the proof: In a nutshell, ‘88% Of Candidates Want Hybrid Working’
      Could there also be a question? To provoke debate – examples include, ‘Are You Tired Of The Commute?’ or ‘What Would You Do With A £45k Salary?’
      Then there’s the urgency: ‘Hurry, It’s The Last Day To Apply!’ or ‘Be Quick, Send Your CV Today!’
      And remember to personalize where possible: This is ideal when it comes to adding an ultra-individualized touch. For example, ‘Hi [name], I Was Impressed With Your CV’ or ‘[first name], [company name] Was Mentioned Today…’

      2. Be clear with what the recipient needs to do
      Once someone has engaged with the subject line, what should a recruiter do next? Here’s where the nurture comes in – and it’s easy to do.
      Simply split up valuable email content over a series of email sends to truly keep a candidate interested throughout the journey. Plus, this technique provides recruitment professionals with even more opportunities to say what they want their readers to do without it coming across as aggressive or a ‘hard sell’.
      A 10-word headline and focused call to action work well. Not only is this a succinct way of doing it, but there also won’t be any confusion as to what the end goal is. For example, ‘Book An Appointment’ or ‘Download Our Guide’.
      And never alienate people with jargon-heavy language or tiny text that’s impossible to read on a desktop, laptop, or mobile device. Think about font size, colors, and the overall sentence structure to ensure candidates are provided with ultimate accessibility to all the relevant information.
      3. Ever heard of the ‘Squint Test’?
      If not, do it now. Sit back and squint before reading the email headline, call to action, and viewing the main image.
      Does it still read well and look engaging?
      If elements are spaced out, sized nicely, and are still able to stand out – that’s gold dust! Plus, the recipient is more likely to interact with the comms because they’re not trying to figure out a clunky sentence or being taken aback by a sea of color clashes. Simple and effective is the way forward.
      4. Think about including ‘trampoline’ email content
      Whatever sits below the email headline and call to action is what’s referred to as the ‘trampoline’. Why? Simple – it’s designed to bounce the reader back up to what they should be clicking on if they want to access more detail.
      If recruiters are still unsure as to what this copy might entail, think about including reviews and testimonials to invoke trust and authenticity, or reference related products and articles such as ‘You Might Also Like…’
      5. Personalization, personalization, personalization
      For every piece of content that’s heading into a candidate’s inbox, always hyper-personalize the comms. The easiest and swiftest way to do this is by plugging in an intuitive marketing automation platform that’s built to enable users to send targeted, ultra-individualized emails specifically to segmented groups. And it’s more than a ‘Hi [first name]’ introduction – it’s all about sending the right message to the right person, at the right time.
      These are only some of the ways in which recruiters can drive a greater level of interaction and get to know candidates on a much deeper level. Having a relationship built on trust – and which is beneficial to both parties – can be powerful, and that’s before considering how much it can positively impact a professional’s conversion rate.
      By Adam Oldfield, CEO of marketing automation platform Force24
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      Revisiting ‘Passive’ Candidate Recruitment Strategies

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      Earlier this year, it was clear to see how the shift from a client-driven market to a candidate-driven market had impacted the way businesses recruited new talent.
      The so-called ‘Great Resignation’ of 2021 saw a record number of people leaving their jobs and reconsidering their career paths in the wake of COVID-19 — with the number of job vacancies hitting a record high between July and September 2021 due to post-pandemic reopening and Brexit-related labor shortages.
      As a result, successfully targeting and onboarding ‘passive’ candidates — people already in employment who are not actively searching for a new job but may be persuaded to change roles — will continue to play a significant part in recruitment strategies for 2022.
      The benefits of hiring passive candidates
      A recent survey revealed that 69% of workers are ready to move jobs, with 24% planning to do so in the next few months. This reshuffle will impact almost every industry and cost businesses large sums in lost productivity and onboarding processes. For example, if just a sixth of the UK’s 275,000 accountants chose to leave their companies, it would cost firms upwards of a billion pounds in lost productivity alone.
      Passive candidates make up 70% of the global workforce. As a result, having an effective strategy for targeting such candidates is crucial for businesses hoping to fill skills gaps and stand out in the increasingly competitive job market. Being approached directly by employers makes passive candidates feel respected and valued, increasing their enthusiasm for a role. They are also more likely to take their time deciding whether or not to join a new company and are, therefore, more likely to stay — boosting retention and company reputation and making it easier to attract more talent.
      Since they already possess a proven set of skills before starting a new job, passive candidates are typically 17% less likely to require skills development. So, less time and resources are needed to train them, offering a faster return on investment for the employer and an easier transition for the employee. Plus, research has found that passive candidates are 120% more likely to want to make an impact in their new position, bringing with them the contacts and knowledge that will help to upskill existing teams and springboard businesses into the next stage of growth.
      Five top tips for targeting passive candidates
      1. Keep doing your research
      To find out what it would take for a top candidate to leave the comfort of their position to join your company, you will have to take the time to get to know them.
      Taking a personal approach is vital, as the top candidates are likely to have multiple other companies vying for their attention. As such, researching candidates to learn their work history, experience and motivations will be vital in conveying your professionalism, attention to detail, and position in the industry, as well as developing the candidate’s interest in your company.
      2. Revisit previous candidates and contacts
      Have you ever considered that your perfect candidate may be lurking in your existing databases? Somebody who was not quite experienced enough to secure a role in your team a few years ago may now be the perfect fit.
      Plus, they will already be familiar with your company as they were once attracted to a position within your organization, making it even easier to minimize the competition from other interested parties.
      3. Build a referral program
      There is more to a competitive job offer than an attractive salary. Company culture, flexibility, and benefits are other contributing factors, and who better to provide a trustworthy recommendation than an existing employee?
      One survey concluded that 78% of recruiters find their best-quality candidates through referrals. So, leveraging professional networks and incentivizing staff to bring in new talent with a referral program can help to expedite the recruitment process.
      4. Work on your online presence
      As digitization continues to sweep the globe, it is becoming increasingly important to establish a virtual brand — or risk planting doubts in the minds of prospective candidates about the legitimacy of your business.
      Boosting your online presence could involve starting a company blog, upgrading your website, or developing a social media strategy. By sharing industry insights, company news, and promoting relevant events and campaigns online, you can cultivate a following, gain visibility, showcase company culture and, ultimately, attract passive candidates who may not otherwise be exposed to your organization.
      5. Refine hybrid working policies
      In the post-COVID era, it appears that hybrid working is here to stay. In fact, more than half of workers questioned in the EY 2021 Work Reimagined Employee Survey said they would consider leaving their job in favor of one that offers flexible working after the pandemic.
      But it is not enough to make a vague reference to flexibility in a job offer. Now that businesses are no longer in crisis mode, setting expectations for working hours and availability is key to the success of a hybrid working model and significantly increases the probability of high levels of engagement and wellbeing — boosting employee satisfaction and retention as a result.
      By Julie Mott, Managing Director, Howett Thorpe.
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      Why Fintech Firms Struggle to Hire Top Talent

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      Fintech is the future of finance. But, with that comes unique challenges when trying to find top talent, especially given how much competition there is in this space.
      Trying to find the right talent is one of the most important tasks for any company, but it is especially difficult given that fintech is a relatively new field. Even though fintech is still in its early stages, it has already redefined every major industry. What challenges is the industry facing?
      Gender diversity remains low
      As a fast-growing, high-growth industry, fintech is expected to transform the global ecosystem, especially the financial sector. The industry currently has a shortage of qualified candidates who possess the right skills and experience to help it continue growing.
      According to statistics from recruitment platform Ward.co, this lack of diversity is even greater among the top teams at fintech firms with major yearly revenue. There are fewer females than males in these companies, which also have fewer female leaders.
      The gender gap is one of the most pressing problems in the financial sector. While many women want to work for fintech companies, far too few are able to get hired.
      Drawing from a diminishing tech talent pool
      Despite this shortcoming, fintech still has made some progress. The industry has managed to draw on resources from other industries like IT and marketing, which are currently facing similar issues.
      One example is how machine learning can play a role in hiring. Fintech firms are currently looking at ways to use this when hiring new employees. This method involves using computer algorithms in order to sift through candidates’ profiles and test their skills, in order to select the most suitable candidates for the job.
      With this technology, it is possible for fintech companies to hire the right people faster than before, particularly the right candidates with the right experience. It is up to them to look for them among the existing pool of candidates available.
      How can fintechs hire top talent?
      Hiring top talent is a challenge that fintech firms must overcome. The industry is still in its early stages, and growth will need to continue as they become more influential in the global financial sector. We’ll discuss three main areas you can optimize in your fintech business to attract the best talent.
      Hiring process
      Fintech companies and employees would benefit from looking for ways to improve their hiring process. This can be done by trying out new technology and drawing from the knowledge of other industries.
      Human resource executives at banks and other financial institutions are grasping for ways to lure their best talent as the sector goes through a high-profile makeover. But as firms race to implement fintech innovations like robo-advisors, blockchain, and machine learning, they may be overlooking important changes in recruiting.
      In the fintech sector as a whole, employers are competing for talent from a growing population of graduates who have been trained in data science and computer programming. It’s a supply-and-demand situation that analysts say has created a “gold rush” for candidates.
      The right kind of training
      The employees who are well trained at your fintech company will do fantastic work, love coming into the office every day, and be the envy of competitors.
      Most people consider training to be something that is done when someone just starts at a new job, and then it ends. However, the truth is that training should be ongoing at your fintech company. The best companies never stop learning and growing, and they bring in new technologies and strategies constantly.
      When you make training a continuous process, not only will your employees come to appreciate it and be more engaged. But it also helps you to stay relevant and up to date with innovation in the world of finance.
      There are many ways that you can use training at your fintech business to attract top talent. Employees want interesting work projects and they also want access to the greatest training resources available in order to do great work for your company. To attract the best candidates, you need to have several training opportunities available for them to participate in. This includes both computer-based training, online training courses, and in-person training programs.
      Competitive salary
      We all know that tech talent is scarce and expensive. More than ever, tech companies are relying on top engineering and tech talent to provide a competitive edge in a crowded market. However, most recruiting professionals agree that offering a competitive salary is a highly effective way of attracting the best and brightest.
      Competitive salaries can be defined in different ways. Factors such as location, experience level, and the employee’s past salary history all affect how competitive your salary offer will be. For some companies, a competitive salary is defined as the highest amount paid by fellow tech companies in a specific area. For other businesses, it can be tied to the median income numbers for a given city or the middle point between the highest and lowest offers from other companies.
      You can attract top tech talent by being transparent with salaries from the start. Many startups make the mistake of keeping salaries confidential which can put workers off from applying for open roles. If you want top talent, you’ll have to pay for it. If you are not able to offer the highest salary in your area, then consider offering benefits that help you remain competitive with similar companies.
      By Carl Poxon of Caspianone Fintech.
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      It’s Time to Ditch Traditional Recruiting and Embrace On-demand Talent

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      The record number of vacancies across the country is no secret. The war for talent is creating a difficult hiring environment for organizations across all industries. This has prompted a self-fulfilling prophecy, and in turn a key challenge for all businesses – the power has well and truly been put into the hands of workers (of all kinds).
      The ‘great resignation’ is the result of individuals realizing they can have more control and autonomy over their careers based on their experiences during the pandemic. As a result, most have more demands from prospective employers than ever before.
      Those sourcing workers with digital skills in particular are experiencing some of the starkest shortages. So, if businesses don’t look to overcome them soon and find the talent they need, they’re at significant risk of having to put their digital transformation strategies, which are crucial for their future, on hold.
      Priorities are changing
      A lot of digital transformation has taken place over the past 18 months, but digitizing is an ongoing process with no end game. In fact, most businesses are still playing catch up as they look to overcome the challenges created by the pandemic as many weathered the storm by adopting a reactive business continuity approach to digital development rather than taking a more strategic view on the opportunity. This is in addition to the challenges brought on by Brexit and the subsequent supply chain struggles. However, digital transformation cannot go ahead without the right people driving it.
      This increased demand for a specific set of skilled workers is having a big impact on the way businesses are looking to attract them. Some have turned to increases in salary, for example, but research shows that’s not enough – employees now increasingly value flexibility on par with, if not more than, their salaries, having appreciated the work-life balance afforded to them during national lockdowns.
      With so many businesses hiring from the same pool, organizations might need to think outside the box to get the people they need to drive their futures. After all, this landscape means it is becoming more time-consuming and expensive to recruit in the traditional way.
      Breaking the habits of a lifetime
      Especially when recruiting for digital roles, organizations are usually looking for highly specialized skills, and at short notice. Often these skills are needed for specific and individual projects, which can put HR teams under pressure to fill the gaps quickly. However, the sourcing of permanent, full-time employees typically remains the end goal, for which the traditional recruitment process is too cumbersome, expensive, and limited.
      Instead, when recruiting to make up the personnel shortfall needed to deliver these projects, businesses must embrace more flexible methods beyond the standard recruitment of full-time employees. Away from the world of fixed notice periods and poor scalability, doing so can provide faster access to quality talent that businesses might not have had the pulling power to hire permanently.
      For example, freelancers are playing an increasingly important role in plugging the skills gap faced by businesses. It’s becoming a more attractive career option for many, as individuals realize they can take back control of their own time and prospects. Many furloughed workers who have turned to self-employment simply haven’t gone back. Thankfully, embracing this more flexible talent pool is an important and efficient way of making the recruitment function – and therefore the company’s workflows – more agile.
      Businesses should remember that embracing a more flexible and elastic workforce must be matched by a more flexible way of working. To truly take advantage of the sharing economy for skilled labor, they must have a global mindset, rather than falling into the trap of settling for local candidates, something now possible with most knowledge workers based remotely. After all, the benefits of a flexible and elastic workforce will be largely redundant if the search for said skilled workers is restricted to a comfortable commuting distance.
      It’s time for change
      It’s hard to believe that so many businesses are putting potentially revenue-generating projects on hold because of hiring struggles. The incumbent recruitment strategy feels even more outdated when you consider that many of the skills they need today might be different tomorrow. However, working with skilled freelancers – or building an elastic team– to complement full-time staff, means businesses can use as much or as little resource as they like and scale and recompose depending on demand.
      This doesn’t put recruiters out of a job. Like all industries, it simply demonstrates a need to evolve. As we look to 2022, businesses will need to adopt more flexible approaches to recruitment and talent management. This doesn’t mean simply putting better ‘perks’ in a place like hybrid working – arguably the bare minimum for today’s workforce – but shifting to a new flexible, elastic model that can respond to how the hiring and recruitment landscape is changing.
      By Callum Adamson, Co-Founder & CEO, Distributed.
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      Why Successful Recruiting Has Become Harder in the Past Five Years

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      The debate on labor market changes and transformation has been ongoing globally for years. Yet, most organizations are still suffering from a lack of good quality candidates in the recruitment pipelines.
      In a recent study of over 200 HR professionals, most organizations are suffering from a lack of good quality candidates, even if 43% of companies are investing more into recruitment than previously. Despite increased resources, 55% of the interviewees said that recruitment has become more difficult in the past five years. Less than 20% of the companies have been able to increase the number of quality candidates.
      The effectiveness and costs of different recruitment channels are not monitored
      Recruiters are largely unaware of which advertising channels work best. This is due to the rapid growth in the importance of marketing in recruitment and the lack of attention paid to measuring the effectiveness of these channels. In general, there is a shift in recruitment advertising from traditional advertising channels to digital channels. Digital recruitment marketing allows the effectiveness of channels to be measured so that decision-making and recruitment development can be based on data with confidence.
      The direct cost of recruitment campaigns in terms of capital invested into visibility and reach varies from less than a hundred euros to over 1,000 euros. The most surprising finding in the study was that a whopping 28% of the respondents didn’t know how much money was spent on their recruitment campaigns.
      Digital tools and channels make it possible for much more detailed data gathering than traditional channels, like newspaper ads. Even so, almost 40% of the organizations couldn’t name their most effective recruitment channels. In the worst-case scenario, this leads to more investments into ineffective channels, making recruitments unnecessarily expensive and heavy for the companies.
      Of those who buy social media publications, 46% report that most of their leads come from social media. Less than one-fifth of those who buy paid job boards said that job boards are the largest source of job seekers. The vast majority of service providers direct candidates from social media ads to their own employer job board, which partly skews the estimate. A third of organizations use direct search services for recruitment.
      The importance of marketing in recruitment is highlighted, but the effectiveness of marketing is not measured. This leads to an increase in costs because it is not known which measures are working. In the worst case, this leads to organizations investing in ineffective measures, resulting in higher costs.
      Challenges vary between industries
      One of the hardest industries for recruitment is the healthcare industry, with a crippling 93% of organizations feeling that recruitment has become more difficult. Another hard-hit industry is IT, with 83% of the organizations finding it hard to recruit suitable candidates.
      Internal vs external recruitment factors
      Based on the responses, the factors influencing recruitments can be divided into two main categories: internal and external factors. The internal factors describe the organization’s own activities, while the external factors are external influences.
      Around 69% of those who experienced a negative development attributed the cause exclusively to external factors. The most common external factors influencing recruitment are industry attractiveness, the influence of Covid-19, and political and economic factors.
      External factors can have both a positive and a negative impact on organizations in the sector at the same time.
      Communicating with candidates
      The survey shows that less than 58% of respondents reported that their organization managed recruitment through a recruitment system.
      Candidate communication plays an important role in the success of recruitment. It is the candidate’s first contact with a new potential employer and has a strong influence on the candidate’s perception of the new employer. The main purpose of candidate communication is to inform the candidate about the recruitment process and to guide the candidate through the different stages of the recruitment process.
      From the candidate’s point of view, the best processes provide candidates with interim information on the progress of the recruitment process and any delays. In addition to this, candidates who are not selected for the post will be informed in person.
      Bottlenecks in the application process hinder hiring top talent
      Employer brand development is often sparked by a lack of quality or quantity of candidates, but the main bottleneck is often in the application process. Application processes have been built over time to attract active job seekers, so that today, when sectors are suffering from labor shortages, it is not possible to attract talent already in employment elsewhere.
      Less than half of organizations have optimized their application process for modern times. Recruitment processes are often designed from an employer’s perspective, which means that the fast pace of modern life and the value of effortlessness are not sufficiently taken into account for candidates.
      Approximately one-third of the interviewees in the study said that they had developed their recruitment processes. However, most of these had developed their process to be organization-driven, meaning that organizations are trusting their brand to be strong enough to get the best candidates into their pipeline instead of smooth application processes and modern recruitment marketing strategies.
      Companies that emphasize the candidate’s experience and develop their company brand to support that are more successful in getting qualified candidates.
      To receive applications, companies should emphasize a smooth application experience, and ensure that it can be done with all mobile devices. The use of mobile devices has exploded as a tool to access various services and applications. Making the experience nice and effortless for the candidate usually demands a complete restructuring of the current process.
      Challenges with applications being made on mobile phones include open text fields and the requirement of attaching a full CV into the application, for example.
      Almost a third of respondents indicated that the application process requires separate registration in order to submit an application. From the candidate’s perspective, separate registration makes the application process more challenging and discourages in particular passive applicants. The requirement to register was particularly prevalent in the public sector.
      To sum up
      Companies that are not ready to radically change their ways of working will face major challenges in their recruitment efforts. Those that have been willing to evolve their practices to respond to market changes have been able to turn the situation around.
      With efficient candidate marketing tactics, following metrics and cost-structures of different channels, and fixing the broken process, many organizations can fix the issues in their recruitment.
      By Henri Nordström – CEO, Jobilla.
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      How Do You Recruit and Retain Flexible Workers?

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      Since the pandemic hit, we’ve been inundated with research, articles, news, discussions, and content of all kinds around the dramatic shift in the world of work.
      And so here’s another for you.
      But perhaps with an idea that goes slightly against the grain.
      We’ve heard much about the steep rise in demand for flexible working, with LinkedIn reporting a 60% increase in searches for ‘remote work’ and a 189% growth in applications for these positions.
      And providing the option of flexible working appears to be vital not just for recruiting talent, but also for keeping it.
      74% of employees have said they would be less likely to leave a company if given the opportunity to work remotely.
      So, just offer flexible working and all your talent acquisition and retention problems are solved, right?
      You of course know it’s not that simple.
      So, although the headlines read flexible working increases employee loyalty, it’s what’s under the headline that can be the difference between whether an employee chooses to stay or go.
      It’s how that flexible work is managed that’s key.
      Just because a team isn’t physically together 9 – 5 Monday to Friday, doesn’t mean company culture is abandoned. Especially since 77% of job seekers consider a company’s culture before applying and almost two-thirds of employees cite culture amongst the top reasons for staying in a job.
      So, whilst meeting that demand for flexible working is necessary, it can’t be offered in isolation. Think of it more as a strategy of recruiting and retaining talent. Here we run through the components that can make up that strategy.
      Ensure a strong line of communication
      This is obvious, we know. But that doesn’t make it any less crucial. Remote means no longer being able to turn to a colleague and get an immediate answer. Waiting ages for a reply or even not receiving one can be frustrating and slow down progress.
      This doesn’t mean immediate answers should be expected when working remotely. A downfall of working at home for some has been the expectation placed on them to be reachable and responsive 24/7. This, of course, is not what we’re suggesting.
      What we are saying is that there should be lots of opportunities for employees to reach out and get a response. So, that could be using a project management platform, setting up a WhatsApp group, and having weekly team meetings.
      Don’t abandon the onboarding process
      Hiring remotely comes with many obstacles. One of which is showing new recruits the ropes. But that first impression is key. Having a schedule set over 2 weeks that runs through projects, platforms, and meet and greets gives you a structure, plus the confidence that everything important has been covered.
      If meeting in person is an available option, take it. Even if it’s just one day, that physical meet can make all the difference to a new employee. If it’s not an option, then there’s always the trusty Zoom and screen shares.
      Celebrate employee success
      When an employee has done a great piece of work, gone above and beyond, or mastered a new skill, it’s easy to say well done when you walk past them in an office.
      It takes a little more time and conscious effort when remote. But only a little. And that small amount of extra effort can go a long way. So, be sure to send that email or publish that social media post to show your appreciation.
      Adopt a virtual open-door policy
      An open-door policy is often used as a way of encouraging effective communication, showing mutual respect, and building relationships. And just because you no longer have the physical door between you and your employees, doesn’t mean this sense of accessibility has to be lost.
      Make sure your employees know you’re available at the end of the phone, share your calendar, or add a Zoom link to your email signature that allows catch-ups to be booked with ease.
      Create a virtual water cooler
      We all know the cliche, office workers gathering around the water cooler to chat about their lives outside of work. General office chit-chat was a way for colleagues to build friendships. Being in the same room as someone all day meant talk wouldn’t just be about work, you could strike up a spontaneous conversation with someone with ease.
      And so, because flexible working can mean more varied schedules, there’s a risk that any conversation between colleagues only takes place when tasks need to be discussed. Spontaneity is lost and with it the chance to get to know one another.
      But that doesn’t have to be the case. Arrange Microsoft Teams or Zoom calls for colleagues to talk about anything but work. You could include activities and games, or simply keep it as a chance to just chat.
      Arrange meet-ups
      Why not go a step further than the virtual water cooler and organize in-person get-togethers? Team lunches or away days can be a real boost for morale and give you all the chance to create actual connections that can lead to more investment from your team.
      Help with home setup
      Wanting and being able to work from home are two separate things. That’s why it’s important to support your employees with their home office setup. Make sure they have all the equipment they need to work comfortably and effectively, such as a laptop, desk, chair, and phone. And if they don’t, offer to help.
      Offer expenses allowance
      Typically, tea and coffee are on tap when you’re in the office. A kettle, coffee, and tea bags are staple office items, being without would probably cause the same stir as an office without, say, computers.
      But when you work from home, you no longer get the free coffee and tea bonus. Then again, why shouldn’t you? Offering a small expenses allowance for team members gives them the option of working from a coffee shop, this way they still get the drinks and benefit from a change of scene.
      Make sure remote also means flexible
      Just because a company offers remote working, doesn’t mean flexibility is guaranteed. Directors may fear a loss of control and productivity when their employees are working from home, leading to micromanagement.
      A big reason why so many want the option to work remotely is that they want flexibility. They want to be able to work when they’re most productive, pick up their children, do the washing in their lunch break, and start earlier to finish earlier. Make sure your form of remote working incorporates this fundamental flexibility.
      To sum up
      People want flexible work. It’s a fact. But that doesn’t mean they want to be left alone (not all the time anyway). Merely offering flexible working won’t win you the top talent and ensure you keep it. It’s what comes with flexible working that counts. It’s the communication, the increased freedom, the chance to connect, and the continued support, that’s what makes the difference.
      By Amy Nelson, Commercial Director at Nelson Recruitment Services.
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      How to Secure the ‘Passive’ Candidate

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      Thanks to the sudden shift from a client-driven market to a candidate-driven market, recruiters and employers across all industries, including accountancy and finance, are having to change tact to source and secure top talent.
      With many of the most desirable candidates having already been snapped up by the competition, knowing how to target the ‘passive’ candidate is more important than ever. Passive candidates are not on job boards or #OpenToWork on LinkedIn. Basically, they are not actively looking for new employment. But that does not mean they are not interested…
      What is in it for them?
      Passive recruiting is all about showing suitable candidates why a position within your company is the best possible fit for them.
      But how do you convince them to leave the comfort of their current role to join your team? Simple (sort of) — give them an offer they cannot refuse. When recruiting passive candidates, you are trying to convince them that the grass really is greener on the other side.
      So, what are the primary things you should focus on as an employer to impress your ideal candidate and sway them towards your business? There are several ways for companies to stand out against the competition and secure the best fit for the job when actively seeking passive candidates…
      Do your research

      How long have they been in their current position?
      What could you offer them that their current employer cannot?
      What is their experience, and why does it make them a perfect fit for this role?

      To make extra sure you are right to invest your time and energy into attempting to recruit a person not actively looking for a new job, it is essential to establish what it is about them that makes them ideally suited to this opportunity. This will make your communications with them more personalized and targeted from the first contact.
      Offer a competitive salary
      Unfortunately, it is not enough to slap a high salary on the offer and expect it to do all the talking. But although it is by no means the sole deciding factor for job seekers these days, salary will always remain an important draw for candidates. With both starting salaries and temp pay expanding at a sharp rate, it is imperative that the salary you are offering is attractive when reaching out to prospective candidates — and in line with industry benchmarks.
      Consider flexible working
      A recent survey found that 34% of UK workers said they would resign from their current position if their employer failed to offer flexible working options. In the new age of hybrid working, this will continue to be an important factor for candidates to consider. Employers must seamlessly incorporate and facilitate the new style of working if they want to secure — and retain — new talent, from early recruitment and onboarding procedures to long-term, flexible working policies.
      Demonstrate company culture and values
      Ensuring your company’s brand and values are consistently represented across all channels and communications is integral to making you stand out in the industry. Many candidates are growing increasingly aware of company values and how they are being implemented — both in policy and the workplace. This could refer to diversity and inclusion programs, gender equality initiatives, emphasis on work-life balance, or any other aspects of your company’s culture that make it a desirable place to work.
      Build a good reputation with existing staff
      Your current employees could become one of your greatest assets in the hunt for passive candidates. A positive review can make all the difference to a candidate weighing up whether or not to take up an offer. If past and existing staff speak highly of a company, it will create a positive overall impression and provide all the evidence needed to reinforce any claims about why a candidate should leave their role for a different one.
      By Julie Mott, Managing Director at Howett Thorpe. Julie is a highly respected and well-connected recruitment individual with over 20 years of experience working in the ever-changing industry.
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      in Talent Acquisition

      How Recruitment Marketers Can Utilize Data to Drive Candidate Success

      by

      More than two million job vacancies are currently available throughout the UK. And so, while it’s still a difficult market to cut through the noise as several organizations restructure in a post-pandemic world, savvy recruiters – and their marketing departments – are tapping into insight in a bid to stand out from the crowd.
      That’s because they realize that a generic ‘InMail’ message via LinkedIn or cold email sent off-the-cuff is unlikely to pique interest in a job seeker who wants more from their recruitment contact if they’re searching for a role with an organization that displays a similar level of passion as them and fits with their culture and values, a flat, impersonal piece of communication simply won’t cut it.
      Yes, there will be recruiters out there who will experience some success when they send out hundreds of ‘batch and blast’ marketing messages to scores of recipients in their contact base. But when a blanket piece of irrelevant content is loosely received by all – and subsequently ignored or deleted altogether – are they making the most of their time, effort, and resources?
      Plus, does this type of content show that they’re genuinely interested in ensuring the right candidate applies for the right job? Perhaps not.
      Like customers searching for products or services, candidates want to feel like the brands they’re communicating with and understand their wants and needs in real-time. That means delivering hyper-personalized content covering available roles that suit that individual’s of-the-moment circumstances – from location to salary requirements – and skillset.
      When that type of marketing message hits the bullseye, recruiters are in a solid position to not only successfully fill a vacancy but attract more talent in the future because they’ve taken the time to get to know their recipients and have responded to their interests. Plus, word-of-mouth endorsement can be an exciting thing.
      Moving away from delivering bland messages
      So, can recruiters make sure they’re sending ultra-individualized comms that effectively cut through the online noise? It comes back to data. When savvy professionals unlock and understand their insight, they’re better placed to deliver digital comms to the right person at the right time.
      Many recruiters have seen them plug in marketing automation to do the ‘heavy lifting’ for them. Armed with an intuitive tool, users can extract critical information on each candidate’s preferences and respond swiftly to their online behaviors.
      To put this into context, if a candidate searches for a particular role and has downloaded a recruitment brand’s guide on ‘The X skills a modern-day construction manager needs,’ users can take this piece of detail and tailor comms specifically for that individual. It could be an invite to a relevant webinar with a construction company CEO or a blog covering the questions to ask in an interview.
      It’s all about utilizing the data they’re already sat on and creating something meaningful for each audience member.
      How to evaluate the strength of your content
      When roles become available, many recruitment marketers might opt to place all their vacancies in a newsletter sent to their database. And for them, a high open and click rate of that email is the measure of success.
      However, while it might be a good piece of content, these ‘vanity metrics’ don’t always tell the whole story. For example, a candidate could have accidentally gone into the email while scrolling through their newsfeed. If they’ve then hit ‘delete’ seconds later, it shows they’re not interested, but the statistics will tell a different tale.
      Instead, recruiters who have plugged in automation can unlock the powers of lead scoring. This means placing a metaphorical figure against each interaction – a ‘9’ for highly engaged recipients down to a ‘1’ for those who aren’t that bothered. As a result, recruiters, and their marketing teams, can prioritize the more significant numbers for further communication because they know they’re speaking to someone keen.
      Not every piece of comms will work
      And finally, it might not be something recruiters, and their marketing teams want to hear, but there won’t always be a winning outcome to every single email sent. That’s because nobody gets things spot-on all the time. So, why should they expect their content to achieve the impossible?
      The difference here though is that, when professionals have data and marketing automation to lean on, they’re immediately in a better position to deliver digital comms that land perfectly into the right person’s inbox at the right time.
      They can also use their clever tool to analyze each email, newsletter, or webpage to understand what’s working and what’s not. And when the latter occurs, they can swiftly tweak and alter copy to try another way of breaking through the noise.
      Overall, recruitment marketers who arm themselves with data – and use it to drive effective content – should soon see their success rate soar, putting themselves way ahead of the competition as a result.
      By Adam Oldfield, CEO at marketing automation platform Force24.
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