Sam Miller breaks down a four-pillar framework for recruiting: a crafted job ad, a punchy outbound message, candidate content posts on the top three selling points, and a follow-up video for non-responders. Each pillar takes the same core message and reshapes it for different audiences.
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Are you ready to take your— oops, why have I got these headphones on? Are you ready to take your candidate campaign to the next level? Well, look no further, because today I'm going to be showing you how to map out a successful candidate campaign so you can have candidates flocking to your door. Let's be real for a second, guys. Sometimes finding the right candidates can be a real pain in the ass. Maybe you're working on a very niche role and there's a super small candidate pool, or maybe your candidates are just being bombarded flooded with boring messages from other recruiters. Either way, your response rate is low and you're not getting enough of them on the phone. Ben and I have developed a candidate campaign strategy that we have successfully used with many clients now, and it consists of 4 main pillars: the job ad, the outbound message, candidate content, and the follow-up video. If you execute all these pillars correctly, then your chances of reaching the right candidates will soar higher than a bald eagle on top of a hot air balloon. That was a terrible example, but you know what I mean. Let's start with the first pillar, which is the job ad. This will be the foundation of your entire campaign, so getting it right is going to be absolutely crucial. Now, Ben and I have spoken about this before, but we suggest spending 30 to 45 minutes sitting down with your clients to gather all the necessary information. And don't worry, we've got an entire video on exactly what questions to ask, and you can find that on our YouTube channel. The finished job ad should be engaging, it should be punchy, it should be well written, but most importantly, it to dig into those candidate desires and tap into those emotional buttons that are going to get that candidate to stand up and pay attention. Again, we've got an entirely separate video on how to structure a good job ad. You can check that out on our YouTube channel. Okay, so the second pillar is the outbound message. Instead of starting from scratch, we recommend taking the key selling points from your job ad and condensing it into a short, sweet, punchy message that's easy to read and easy to respond to. Remember, you only have a limited amount of time to capture someone's attention, so do not waste it on fluff and remember to cut out all the fat. The third pillar is candidate content. This is a perfect opportunity for us to go into more detail of all the key selling points in the job ad. We suggest highlighting the top 3 key selling points from that job ad and then creating separate posts that focus on those points. For example, if the job offers the opportunity to work from home 2 or 3 days a week, you could write a whole post on how one of your candidates' lives has improved since they started working from home, how they can now spend more time with their family, they have more time to go to the gym and look after their mental health, and to top it all off, they're actually performing better at work. Finally, we have the fourth pillar, which is the follow-up video. This is going to be sent to all the candidates that did not respond to your outbound message, and again, it's going to be a condensed version of the job ad highlighting all the key selling points. Video follow-up is still a fantastic way to stand out from other recruiters and it's really good at getting through to those harder-to-reach candidates. There you have it, guys, the 4 pillars that we use with all our clients to create successful candidate campaigns. If you want me to go into any more detail of specific subjects, please let me know in the comments below. Other than that, have a great day. See you later.
