The basics 48 Albemarle Street Mayfair, London W1S 4DH 0207 629 0236 gazelle-mayfair.com A snapshot Cocktail connoisseurs may be familiar with the name Tony Conigliaro. The world-class bartender, known for his involvement in the likes of 69 Colebrooke Row and Untitled, has been called the ‘Heston Blumenthal of drinking’, delivering concoctions worthy of a Michelin
Seasoned hiring managers will understand the demographic and behaviours of their target audience. Is it Gen Z, Gen Y or Gen X? Or, are you looking for return-to-work mums? Whoever you’re targeting, the first rule of engaging with your candidates is this: Don’t wait for them to come to you. Go to them.
Think beyond your traditional advertising boards
To successfully reach your audience, consider carefully the places where you’re likely to capture their attention. Your more senior candidates are likely to be checking the press ads in the Sunday papers and networking at industry events with peers. School leavers, on the other hand, might not have even started looking yet and are happily spending their youth on Snapchat and Instagram. Conduct your research, and don’t be afraid to embrace creativity in your approach.
Advertising your business as an employer of choice on Instagram or Snapchat may come as a surprise to many, but consider the facts: Snapchat reaches nearly 50% of 18-34 year olds on a daily basis and that’s rising. Plus, if you advertise with them you’ll be safe in the knowledge that their click-through rate is 5 times higher than other social channels. Don’t be scared to think beyond the traditional scope to secure the talent your competitors are too lazy to search for.
Speak their language
While you should never compromise your brand integrity, there is a valid argument for adjusting your language so that it might resonate more effectively with your target audience. Common sense dictates here: a more formal approach might be a more appropriate choice for senior candidates, while Gen Y’s and Z’s are likely to appreciate a more approachable and transparent tone of voice.
Why should a fantastic candidate choose you over your competitors? What can you offer them to ensure you stand out from the crowd? When crafting your recruitment strategy, consider the kinds of benefits that will appeal to your talent pool. What is attractive to one audience may not be for another. A return-to-work mum is likely to be scouring job boards for flexible hours, opportunities to work from home, and any other benefits that might prove supportive of her family. On the other hand, if you’re seeking a keen bean who wants to climb the corporate ladder and travel the world, demonstrate the ways you might be able to offer that in your advert.
Make the process short and sweet
To engage effectively with your talent pool, keep the recruitment process efficient and the lines of communication open. In interview, maintain a conversational tone and weave into the dialogue the benefits of working there and the culture they can expect once they start. Do not leave people hanging, do get back to them to let them know what they can expect next – even the unsuccessful candidates. Finally, once your chosen one has accepted your offer, continue that communication through the onboarding process and into their probation period.
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