Key Takeaways

• Unlock Your Digital Potential: Leverage owned media channels like your company website and social platforms for an effective and dynamic recruitment strategy.
• Engage Your Community: Building an active and engaged online community can provide a valuable talent pool and brand advocates for your organization.
• Stay Ahead of the Curve: Keeping up with recruitment trends and measuring your success are vital to refining your owned media recruitment strategies for long-term success.

In the fast-paced world of modern recruitment, the rules of the game have evolved dramatically.

Gone are the days when a simple job listing on a generic job board would suffice to attract top talent.

Today, the recruitment landscape is shaped by a dynamic force: owned media channels.

These channels are not just a part of the recruitment puzzle; they are becoming the centerpiece, redefining how organizations discover, engage, and hire the best candidates.

Welcome to the era of “Effective Strategies for Recruiting through Owned Media Channels.”

In this digital age, where information flows freely, and connectivity is ubiquitous, owned media channels have emerged as powerful tools for HR professionals and recruiters. But what exactly are owned media channels?

They represent the platforms, content, and digital real estate that you, as a company or brand, own and control.

Your company website, your social media profiles, your blog, and even your email newsletters are all part of this owned media ecosystem.

What sets them apart from other channels is the level of control and branding they afford.

In the realm of recruitment, they’re more than just tools; they’re your megaphones, your storytellers, and your brand ambassadors.

As the Content Marketing team behind the leading HR and Career Blog, 9cv9, we understand the pivotal role that owned media plays in the HR and career space.

Our mission is to guide you through the ever-evolving landscape of workplace productivity, hiring tools, job searching, and interview tips.

And today, we embark on a journey to unravel the secrets of recruitment success through the lens of owned media.

This comprehensive guide will equip you with the knowledge, strategies, and insights needed to tap into the full potential of your owned media channels, ensuring that you not only find top-tier talent but also cultivate a recruitment process that resonates with the candidates of today.

In the pages that follow, we’ll explore the multifaceted facets of owned media recruitment, from leveraging the prowess of social media platforms and crafting job listings that stand out, to showcasing your company culture in an authentic way.

We’ll delve into the power of building an engaged online community and how employee advocacy can be a game-changer in your recruitment efforts.

Moreover, we’ll guide you on tracking and measuring success, helping you make data-driven decisions.

Finally, we’ll look to the future, as we discuss the evolving trends that are shaping the way we recruit and engage with potential hires.

But this journey isn’t just about theory; it’s about practicality.

It’s about giving you actionable insights and strategies that you can implement right away. It’s about demystifying owned media recruitment and empowering you to drive your organization’s HR efforts to new heights.

So, whether you’re an HR professional, a recruiter, or a business leader keen on enhancing your talent acquisition strategy, this guide is tailor-made for you.

Let’s embark on this enlightening exploration of “Effective Strategies for Recruiting through Owned Media Channels,” and let’s redefine how you find and welcome talent into your organization.

The path to recruitment success begins here.

Are you ready to transform your recruitment game through owned media?

Let’s dive in.

Before we venture further into this article, we like to share who we are and what we do.

About 9cv9

9cv9 is a business tech startup based in Singapore and Asia, with a strong presence all over the world.

With over six years of startup and business experience, and being highly involved in connecting with thousands of companies and startups, the 9cv9 team has listed some important learning points in this overview of the guide on some Effective Strategies for Recruiting through Owned Media Channels.

If your company needs recruitment and headhunting services to hire top-quality employees, you can use 9cv9 headhunting and recruitment services to hire top talents and candidates. Find out more here, or send over an email to [email protected].

Or just post 1 free job posting here at 9cv9 Hiring Portal in under 10 minutes.

Effective Strategies for Recruiting through Owned Media Channels

1. Understanding Owned Media in Recruitment
2. Leveraging Social Media Platforms
3. Crafting Compelling Job Listings
4. Showcasing Company Culture
5. Building an Engaged Community
6. Employee Advocacy Programs
7. Tracking and Measuring Success
8. Staying Up-to-Date with Trends

1. Understanding Owned Media in Recruitment

In the digital age, owned media has become a pivotal force in the realm of recruitment, transforming how organizations connect with potential talent.

This section will delve deep into the concept of owned media in recruitment, its significance, and how it stands apart from other recruitment strategies.

What is Owned Media in Recruitment?

• Defining Owned Media Channels: Owned media in recruitment encompasses the digital platforms and assets that companies own and control to engage with potential candidates. These channels include company websites, social media profiles, blogs, email newsletters, and more.
• Comparing Owned Media to Other Channels: Owned media is distinct from paid media (advertisements) and earned media (publicity). Unlike paid media, it doesn’t require direct payments, and it offers greater control compared to earned media.

The Significance of Owned Media in Modern Recruitment

• Increased Engagement: Owned media allows organizations to directly engage with potential candidates in a more personal and meaningful manner. It fosters a two-way conversation.
• Branding and Control: Companies can shape their brand image and narrative through owned media. They control the content, style, and message, which is crucial in presenting an authentic and attractive employer brand.
• Cost-Effectiveness: Owned media can be more cost-effective compared to paid media channels. It offers a long-term return on investment.

Owned Media Success Stories

Example: Microsoft’s Tech Careers Page

• Microsoft, a global tech giant, effectively leverages its owned media channels for recruitment. Their “Microsoft Life” website showcases the company’s culture, values, and employee experience. It’s not just a careers page; it’s an engaging storytelling platform.
• The “Microsoft Life” blog features articles written by employees, providing insights into the company’s work culture and innovations. This authentic content humanizes the brand and attracts top tech talent.

The Role of SEO in Owned Media Recruitment

• Optimizing for Search Engines: SEO plays a pivotal role in making owned media discoverable. It involves strategic use of keywords, meta descriptions, and high-quality content that aligns with the needs and interests of potential candidates.
• Increasing Visibility: Optimized owned media content is more likely to appear in search engine results, ensuring that your job openings and brand messages reach a wider audience.

Best Practices for Owned Media in Recruitment

Example: HubSpot’s Culture Code

• Transparency and Authenticity: Be transparent about your company culture. HubSpot’s “Culture Code” presentation, available on their blog, is a shining example of how transparency can attract like-minded individuals.
• Consistent Content Creation: Regularly create and share engaging content. A company blog with informative articles or videos can foster a sense of community.
• Engagement and Interaction: Use social media platforms to engage with potential candidates. Respond to comments and messages promptly.

Data Point: According to a survey, 87% of millennials say that a strong company culture is important when considering job offers.

In this section, we’ve covered the fundamentals of owned media in recruitment, its significance, real-world examples, the role of SEO, and best practices.

It’s the foundation for unlocking the potential of owned media channels in your recruitment strategy.

2. Leveraging Social Media Platforms in Owned Media Recruitment

Social media platforms have become central to owned media recruitment strategies.

They provide a dynamic and interactive space for companies to connect with potential candidates, share their employer brand, and attract top talent.

This section explores the key strategies and best practices for leveraging social media effectively.

Choosing the Right Social Media Platforms

• Understand Your Audience: Select social media platforms based on your target audience. For example, LinkedIn is ideal for professional networking, while platforms like Instagram and TikTok may be more suitable for reaching younger demographics.
• Data-Driven Decision Making: Use data and analytics to identify which platforms are most effective for your recruitment efforts. Monitor engagement, click-through rates, and conversions to determine platform success.

Data Point: According to the Pew Research Center, 69% of U.S. adults use Facebook, making it one of the most widely used social platforms.

Creating Engaging Content

Example: Starbucks’ Instagram Page

• Visual Storytelling: Use images and videos to tell your company’s story. Starbucks, for instance, uses Instagram to showcase not only their products but also their commitment to sustainability and employee well-being.
• Employee Spotlights: Highlight employees’ experiences, achievements, and career growth within your company. This humanizes the brand and showcases opportunities for growth.

Utilizing Hashtags and Keywords

• Strategic Use of Keywords: Incorporate relevant keywords and hashtags in your social media posts to improve searchability. For example, if you’re a tech company, use industry-specific keywords like #TechJobs or #SoftwareDevelopment.
• Local Targeting: If your recruitment efforts are location-specific, use location-based hashtags to attract candidates from a particular area.

Data Point: According to Social Media Today, posts with at least one hashtag receive 12.6% more engagement than those without.

Also, read our top guide on how to use keywords for effective hiring “Unlocking the Power of Keyword Research for Successful Hiring Strategies”.

Interacting with Potential Candidates

Example: Zappos’ Twitter Engagement

• Prompt Responses: Respond to comments, messages, and inquiries promptly. Zappos, known for its exceptional customer service, also excels in social media engagement, including responses to job inquiries.
• Conduct Live Q&A Sessions: Host live Q&A sessions on platforms like Facebook or Instagram to address questions from potential candidates. It’s a direct and interactive way to engage with your audience.

Data Point: According to a survey, 50% of consumers expect a response within three hours when they reach out to a brand on social media.

Paid Social Advertising

• Targeted Ads: Invest in targeted advertising campaigns to reach specific demographics and job seekers. Platforms like Facebook and LinkedIn offer robust ad targeting options.
• A/B Testing: Experiment with different ad creatives and copy to identify what resonates most with your target audience. Continuously optimize your campaigns for better results.

Data Point: A report states that Facebook ads have an average click-through rate of 0.89%.

Analytics and Data-Driven Insights

• Measure Performance: Regularly analyze social media performance metrics, including engagement, reach, and conversions. Use tools like Google Analytics, Facebook Insights, or LinkedIn Analytics.
• Iterate and Improve: Based on data, make informed decisions to refine your social media recruitment strategy. If certain platforms or content types perform exceptionally well, invest more resources in those areas.

Leveraging social media platforms effectively is a critical aspect of owned media recruitment.

By understanding your audience, creating engaging content, utilizing hashtags and keywords, interacting with potential candidates, using paid social advertising, and relying on data-driven insights, you can enhance your recruitment efforts and attract the right talent.

3. Crafting Compelling Job Listings

Creating effective job listings is crucial to attract the right candidates.

In this section, we will delve into the key strategies for crafting job listings that stand out and resonate with potential talent.

Writing Job Titles That Grab Attention

• Clarity and Relevance: Job titles should be clear and reflect the nature of the role. Avoid jargon or overly creative titles that can be confusing. For instance, instead of “Data Ninja,” use “Data Analyst.”
• Incorporate Keywords: Include relevant keywords in the job title. Keywords should accurately represent the position and match common search terms.

Data Point: According to an article, job titles with specific keywords tend to perform better in search results and receive more clicks.

A Compelling Job Description

Example: Airbnb’s Job Descriptions

• Engage with a Story: Begin the job description with a brief narrative about the role’s significance and how it fits into the company’s mission. Airbnb is known for its storytelling approach in job descriptions.
• Include the Must-Haves: Clearly outline the qualifications, skills, and experience required for the job. Use bullet points for easy readability.
• Benefits and Perks: Highlight the benefits of working with your organization, such as flexible hours, remote work options, professional development opportunities, and more.

Showcasing Company Culture

Example: Google’s Job Listings

• Culture Insights: Incorporate details about your company’s culture, values, and work environment. Google often shares information about its inclusive and innovative workplace culture.
• Employee Testimonials: Include quotes or testimonials from current employees to provide a real-life perspective on what it’s like to work at your company.

Salary Information and Benefits

• Salary Transparency: If possible, include a salary range for the position. Transparency can build trust and attract candidates who are a good fit in terms of compensation expectations.
• Comprehensive Benefits: List the benefits that employees will receive, such as health insurance, retirement plans, paid time off, and any unique perks your organization offers.

Data Point: A survey found that 57% of job seekers consider workplace benefits and perks among their top considerations before accepting a job.

Visual Content and Media

Example: SpaceX’s Job Listings

• Video Presentations: Consider creating short videos showcasing the role, team, and work environment. SpaceX often includes videos in its job listings, giving candidates a glimpse into its dynamic culture.
• Images: Use images to break up the text and provide visual context. Photos of the workplace, team, or relevant projects can make the listing more appealing.

Mobile Optimization

• Mobile-Friendly Formatting: Ensure that your job listings are mobile-responsive. Many candidates browse and apply for jobs via smartphones, so a mobile-friendly design is essential.
• Quick Application Process: Streamline the application process for mobile users. A simple, one-click or one-tap apply option can improve conversion rates.

Data Point: According to a survey by Glassdoor, 58% of job seekers use mobile devices for their job search.

Read also, our top “7 Best Job Search Mobile Apps for Landing Your Dream Job” to learn the top mobile apps for job hiring and searching.

Inclusive Language and Diversity

• Inclusive Language: Use gender-neutral and inclusive language to attract a diverse pool of candidates. Avoid language that may unintentionally discourage underrepresented groups.

Data Point: A study by Textio found that job listings with gender-neutral language receive 42% more applicants.

Read also, our guide on “Inclusive Hiring Practices: Empowering People with Disabilities in the Workplace” to learn all about inclusive hiring.

Crafting compelling job listings involves more than just listing qualifications; it’s about telling a story, showcasing culture, and being transparent.

By focusing on job titles, descriptions, culture, benefits, visual content, mobile optimization, and inclusive language, you can create job listings that resonate with candidates and drive successful recruitment through owned media channels.

4. Showcasing Company Culture

Portraying your company’s culture accurately and compellingly in your owned media recruitment efforts is key to attracting candidates who align with your values and work environment.

In this section, we’ll explore strategies and best practices for showcasing your company culture effectively.

Why Company Culture Matters

• Impact on Recruitment: A strong company culture can be a major draw for top talent. It can set your organization apart in a competitive job market.
• Retention and Engagement: A positive work culture not only attracts candidates but also keeps employees engaged and motivated, reducing turnover.

Data Point: A survey by Glassdoor found that 77% of job seekers consider a company’s culture before applying for a job.

Authenticity in Culture Portrayal

• Honesty and Transparency: Be authentic in your culture portrayal. Highlight your strengths but also acknowledge areas where your company is working to improve.

Data Point: In a survey, 82% of respondents said they trust a company more when the CEO communicates via social media.

The Role of Social Media

Example: Airbnb’s Social Media Presence

• Regular Updates: Utilize platforms like Instagram, LinkedIn, and Twitter to share regular updates about company events, employee achievements, and cultural initiatives. Airbnb’s Instagram, for instance, showcases its global community and diverse culture.
• Employee Takeovers: Allow employees to take over your social media for a day or week. They can provide an inside look at daily life and activities within the company.

Blog and Website Integration

• Dedicated Culture Pages: Create a section on your website or blog dedicated to company culture. Use this space to elaborate on your values, mission, and what makes your workplace unique.

Data Point: A survey found that 46% of job seekers say the company’s culture is an important factor when considering job offers.

Employee Testimonials

• Quotes and Stories: Incorporate quotes, stories, or interviews with employees who can speak about their experiences, challenges, and achievements within the company. HubSpot frequently shares employee testimonials on its website.
• Diverse Perspectives: Ensure that testimonials represent a diverse range of voices and experiences within your organization.

Cultural Initiatives

• Diversity and Inclusion: Highlight initiatives related to diversity and inclusion, and any awards or recognitions received in this regard. Show your commitment to a diverse workforce.
• Social Responsibility: Share information about your corporate social responsibility efforts and community involvement. This demonstrates a company’s commitment to making a positive impact.

Data Point: According to a survey, 78% of employees would stay longer with their current employer if they see a career path with the company.

Video Content

• Video Tours: Create video tours of your workplace, giving potential candidates an inside view of your office environment. Google often produces engaging office tour videos.
• Employee Stories: Share video testimonials from employees discussing their journey within the company, what they love about it, and the impact they make.

Culture Metrics and Awards

• Highlight Awards: If your company has received awards or recognitions for its culture, prominently display them on your owned media channels.
• Culture Metrics: Share relevant metrics about your culture, such as employee satisfaction scores or diversity statistics, to showcase your commitment to improvement.

Data Point: A survey found that 76% of millennials consider corporate social responsibility when deciding where to work.

Culture in Job Listings

• Weave Culture into Job Descriptions: Mention cultural aspects in your job listings. If your culture is known for flexibility, mention it in the job ad, attracting candidates seeking that quality.

Showcasing your company culture isn’t just about telling; it’s about showing.

By being authentic, utilizing social media, maintaining culture pages on your website, incorporating employee testimonials, sharing cultural initiatives, creating video content, highlighting metrics and awards, and weaving culture into job listings, you can effectively demonstrate what makes your workplace unique and appealing to potential candidates.

5. Building an Engaged Community

Fostering an engaged community around your company is more than just a marketing strategy; it’s a powerful asset for owned media recruitment.

In this section, we’ll explore strategies and best practices for nurturing an active online community.

The Value of an Engaged Community

• Talent Pool: An engaged community can serve as a valuable talent pool. Active members are more likely to become enthusiastic candidates when job openings arise.
• Advocacy: Engaged community members often become brand advocates, sharing job postings and company news within their networks.

Data Point: A study found that 85% of survey respondents believe that employees can be effective brand advocates.

Creating a Community Space

• Dedicated Forums: Create online forums or communities where current and potential employees can discuss topics related to your industry, company, and job opportunities. Adobe’s Community Forums are a good example.
• Engagement Initiatives: Host webinars, Q&A sessions, or AMAs (Ask Me Anything) with employees or company leaders to encourage participation.

Content That Inspires Engagement

• Relevant Content: Share industry news, company updates, and articles that spark discussion. Content should be informative and thought-provoking.

Data Point: According to a study, content that is useful, interesting, and relevant is more likely to be shared and engaged with.

Active Moderation and Engagement

• Moderators: Appoint community managers or moderators to ensure a positive and respectful atmosphere. Slack, for instance, has dedicated community managers for its online user community.
• Prompt Responses: Respond to comments, questions, and discussions in a timely and helpful manner. Acknowledging and addressing concerns fosters a sense of community.

Inclusivity and Diversity

• Inclusive Environment: Ensure that your community is inclusive and welcoming to individuals from diverse backgrounds. Encourage discussions about diversity and inclusion.
• Diverse Voices: Invite contributions from employees with diverse perspectives and experiences. Highlight different career paths and journeys within your organization.

Data Point: A McKinsey report found that companies in the top quartile for gender diversity on executive teams are 21% more likely to outperform in profitability.

Gamification and Rewards

• Achievement Badges: Implement gamification elements where members can earn badges or recognition for their contributions. This can stimulate engagement.
• Exclusive Access: Offer members exclusive access to company events, webinars, or even job openings as a reward for active participation.

Monitoring and Feedback

• Feedback Loops: Establish feedback mechanisms where community members can suggest improvements or changes. Act on valuable feedback to enhance the community’s appeal.
• Monitoring Analytics: Utilize analytics to track engagement metrics, including active members, popular discussions, and growth trends.

Integration with Recruitment

• Job Postings: Integrate your job listings within the community platform, making it easy for engaged members to discover and apply for openings.
• Referral Programs: Create referral programs where community members can recommend potential candidates. Offer incentives for successful referrals.

Data Point: A survey found that employee referrals are the top source for quality hires, generating 45% of new hires.

Building an engaged community is an invaluable asset in owned media recruitment.

By creating a dedicated community space, curating engaging content, facilitating active moderation, promoting inclusivity and diversity, implementing gamification, monitoring and seeking feedback, and integrating recruitment efforts, you can foster a community that not only attracts but actively contributes to your talent pool.

6. Employee Advocacy Programs

Leveraging your employees as advocates for your company is a powerful strategy in owned media recruitment.

In this section, we’ll explore the importance of employee advocacy and provide insights into creating effective programs.

The Power of Employee Advocacy

• Credibility: Employee advocacy is highly credible. Potential candidates often trust the opinions and experiences of current employees more than the company itself.
• Extended Reach: Employees’ social networks can extend your reach significantly, making your job postings and company culture more visible.

Data Point: According to the Edelman Trust Barometer, employees are trusted sources of information about their companies.

Employee Advocacy Examples

• Dell’s Social Media Advocacy: Dell has a well-known employee advocacy program. They encourage employees to share company news, achievements, and job openings on their personal social media profiles, amplifying the company’s reach.
• Cisco’s Employee Blogs: Cisco Systems has embraced employee advocacy through blogs written by employees. These blogs give an authentic view of Cisco’s work culture and innovation.

Designing an Employee Advocacy Program

• Clear Guidelines: Provide clear guidelines to employees about what they can and cannot share. Encourage them to be themselves while representing the company professionally.

Data Point: According to the Hinge Research Institute, companies with formalized employee advocacy programs report an increase of 24% in lead generation.

Employee Training and Support

• Social Media Training: Offer social media training to employees, ensuring they understand best practices and how to effectively share company content.
• Support and Resources: Provide employees with a toolkit of shareable content, such as job postings, company news, and culture-related materials.

Recognition and Rewards

• Acknowledging Participation: Recognize and acknowledge employees who actively participate in advocacy programs. Highlight their contributions and share their success stories.
• Incentives: Consider offering incentives or rewards for employee advocates who generate leads or refer successful candidates.

Consistent Monitoring and Feedback

• Analytics: Use analytics tools to track the impact of advocacy efforts. Measure metrics like reach, engagement, and click-through rates.
• Feedback Channels: Create channels for employees to provide feedback on the advocacy program. Use their insights to make improvements.

Encourage Employee-Generated Content

• Empower Employees: Encourage employees to contribute content, like blog posts or videos, that showcases their expertise, insights, and personal experiences within the company. Buffer’s Open Blog is a notable example.
• Cross-Promotion: Share employee-generated content on your owned media channels to boost their visibility and trustworthiness.

Data Point: According to Nielsen, 92% of consumers trust recommendations from friends and family more than advertising.

Integrating Advocacy with Recruitment

• Job Sharing: Actively encourage employees to share job openings within their networks. Highlight the benefits of working at your company.
• Referral Programs: Consider implementing referral programs where employees can refer potential candidates, and offer rewards for successful hires.

Data Point: According to a CareerBuilder survey, employee referrals are the top source of quality hires, responsible for 40% of all hires.

Employee advocacy programs are a dynamic and authentic way to enhance your owned media recruitment efforts.

By designing a clear program, providing training and support, recognizing participation, monitoring and seeking feedback, encouraging employee-generated content, and integrating advocacy with recruitment, you can leverage the credibility and reach of your workforce to attract top talent.

7. Tracking and Measuring Success

To refine your owned media recruitment strategy, it’s crucial to track and measure the impact of your efforts.

This section explores the importance of analytics, key performance indicators (KPIs), and how to effectively measure success.

The Significance of Analytics

• Data-Driven Decisions: Analytics provide the insights needed to make informed, data-driven decisions in your recruitment strategy.
• Continuous Improvement: Tracking performance allows you to identify what’s working and what needs adjustment, leading to ongoing improvements.

Data Point: A report by Deloitte found that companies that use people analytics to inform decision-making are more likely to outperform their peers.

Defining Key Performance Indicators (KPIs)

• Website Traffic: Measure the number of visitors to your career pages and owned media channels.
• Conversion Rate: Track how many visitors take desired actions, such as submitting job applications or signing up for email updates.
• Engagement Metrics: Monitor social media engagement, including likes, shares, comments, and click-through rates.
• Source Attribution: Identify the sources that bring in the most job applicants. This helps allocate resources effectively.

Data Point: According to a survey, companies that use marketing analytics are 15-25% more likely to improve their overall marketing performance.

Tracking the Candidate Journey

• Visitor Behavior: Understand how candidates navigate through your owned media channels. Analyze which pages they visit and where they drop off.
• Conversion Funnel: Map the stages of the candidate journey, from initial contact to application submission, and track conversions at each stage.

Utilizing Google Analytics

• Setting Up Goals: Define specific goals in Google Analytics, such as tracking job application submissions, and create goal funnels to monitor the conversion process.
• E-commerce Tracking: Consider using e-commerce tracking to assess the value of job applications in terms of company revenue.

Email Campaign Analytics

• Open Rates: Measure how many recipients open your recruitment-related emails. This reflects the effectiveness of your subject lines and sender reputation.
• Click-Through Rates: Monitor the percentage of recipients who click on links in your emails, such as job postings or company culture content.
• Conversion Metrics: Track how many email recipients go on to apply for jobs or engage with your owned media channels.

Data Point: A study found that the average email open rate across all industries is 21.33%, highlighting the need for effective email campaign analytics.

Social Media Insights

• Follower Growth: Monitor the growth of your social media followers. A steady increase indicates a healthy social media presence.
• Engagement Metrics: Analyze likes, shares, comments, and click-through rates on your social media posts.
• Referral Traffic: Identify how much website traffic comes from your social media channels.

Data Point: According to studies, the average engagement rate on Facebook posts is 0.09%, emphasizing the need to measure social media engagement.

Heatmaps and User Testing

• Heatmaps: Use tools like Crazy Egg to create heatmaps that show where users are clicking and scrolling on your website. This can help optimize page layout and design.
• User Testing: Conduct user testing to gather feedback on the user experience. Observe how candidates navigate your website and gather insights for improvements.

Return on Investment (ROI)

• Attributing Costs: Calculate the costs associated with owned media recruitment efforts, including content creation, advertising, and employee advocacy programs.
• Revenue Attribution: Track the revenue generated through owned media recruitment, considering factors like employee referrals and successful hires.

Data Point: According to a survey by Ascend2, 63% of marketers say measuring ROI is their most challenging marketing objective.

Case Study: LinkedIn’s Analytics

• LinkedIn Talent Insights: LinkedIn offers a tool called Talent Insights, which provides data on the talent pool in a specific location, the skills in demand, and where talent is coming from.
• Hiring ROI: LinkedIn enables companies to track the ROI of their recruiting efforts by measuring the cost per hire, time to fill, and the quality of candidates sourced through the platform.

Data Point: A study found that 95% of talent professionals believe using data can improve talent acquisition.

Effective tracking and measurement are integral to optimizing your owned media recruitment strategy.

By defining KPIs, utilizing analytics tools like Google Analytics, monitoring the candidate journey, and incorporating email campaign and social media insights, you can gain a deep understanding of the impact of your efforts and make data-driven decisions to continually improve your recruitment outcomes.

8. Staying Up-to-Date with Trends

In the fast-paced world of recruitment and owned media, staying current with industry trends is crucial for maintaining a competitive edge.

This section explores the importance of trend awareness and how to effectively keep up with the ever-evolving landscape.

The Significance of Trend Awareness

• Competitive Advantage: Staying up-to-date with industry trends can provide a competitive advantage by adopting new and effective recruitment strategies.
• Relevance: Trends often reflect changes in candidate expectations and behaviors. Being aware of these shifts is essential for staying relevant.

Data Point: A survey found that 93% of talent professionals believe that soft skills are more important than ever for today’s workforce.

Industry News and Publications

• Reputable Sources: Stay updated with industry-specific news and publications. Follow websites, magazines, and blogs that cover HR, recruitment, and career-related topics.
• Subscriptions: Subscribe to newsletters and RSS feeds to receive the latest articles and news directly to your inbox or feed reader.

Data Point: A survey by Pew Research Center found that two-third of U.S. adults get their news from online sources, underlining the importance of digital news subscriptions.

Industry Conferences and Webinars

• Conference Attendance: Participate in industry conferences and events, such as the HR Technology Conference. These events often showcase the latest technologies and trends in HR and recruitment.
• Webinars and Workshops: Attend webinars and workshops offered by industry experts. These virtual events provide insights without the need for travel.

Data Point: According to a survey, 90% of CEOs believe that hosting events and conferences is beneficial for their organization.

Podcasts and Video Content

• Podcasts: Listen to HR and recruitment-related podcasts. Many experts and professionals share their insights in this format, making it easy to consume on the go.
• YouTube Channels: Subscribe to YouTube channels that offer video content on HR, career, and recruitment trends. Visual content can often provide a deeper understanding.

Data Point: Research found that 38% of Americans have listened to a podcast in the past month, showcasing the popularity of this format.

Social Media and LinkedIn Groups

• LinkedIn Groups: Join LinkedIn groups related to HR and recruitment. Participate in discussions, ask questions, and learn from fellow professionals.
• Twitter and Hashtags: Follow industry experts and relevant hashtags on Twitter to keep up with the latest news and trends.

Research and Reports

• Annual Reports: Access and read annual industry reports and surveys. Deloitte’s Human Capital Trends Report, for instance, provides insights into the latest HR trends.
• Academic Journals: Explore academic journals and studies related to HR and recruitment for in-depth analysis and research findings.

Data Point: Studies found that survey respondents believe that “the need to reskill their workforce” is their most urgent talent concern.

Networking and Professional Associations

• Join Associations: Become a member of HR or recruitment professional associations, such as SHRM (Society for Human Resource Management) or NPA Worldwide. These organizations often provide resources and networking opportunities.
• Networking Events: Attend networking events, whether in-person or virtual, to connect with peers and industry experts. These events can lead to valuable insights.

Data Point: SHRM has over 300,000 members globally, demonstrating the size and reach of professional associations in the HR field.

Web Search and Online Learning

• Google Trends: Use Google Trends to monitor search volume and interest in specific HR and recruitment topics. This can help you identify emerging trends.
• Online Courses: Enroll in online courses or certifications related to HR and recruitment. Platforms like Coursera and LinkedIn Learning offer a wide range of courses.

Competitive Analysis

• Analyze Competitors: Keep an eye on what your competitors are doing in terms of owned media recruitment. Analyze their strategies, successes, and any innovative approaches.
• Benchmarking: Compare your owned media channels’ performance to that of competitors to identify areas for improvement.

Staying up-to-date with trends in HR, recruitment, and owned media is essential for maintaining a competitive edge.

By following industry news, attending conferences, consuming podcasts and video content, participating in social media discussions, reading research reports, networking, online learning, conducting web searches, and analyzing competitors, you can continually adapt and refine your owned media recruitment strategy.

Conclusion

In the ever-evolving landscape of recruitment, the power of owned media channels cannot be underestimated.

Your owned media, which includes your company website, blog, social media platforms, email campaigns, and employee advocacy programs, is a treasure trove of opportunities to attract, engage, and ultimately hire top talent.

By harnessing the right strategies, you can transform your owned media into a dynamic recruitment engine.

Throughout this comprehensive guide, we’ve explored a plethora of strategies and tactics to supercharge your owned media recruitment efforts. Let’s recap the key takeaways:

1. Understanding Owned Media in Recruitment: We began by laying the foundation, emphasizing the importance of understanding what owned media is and how it differs from earned and paid media. Your website and digital assets are valuable platforms for building your employer brand and attracting potential candidates.
2. Leveraging Social Media Platforms: Social media is a goldmine for talent acquisition. From LinkedIn and Twitter to Facebook and Instagram, we discussed how to effectively utilize these platforms for job postings, culture promotion, and employee advocacy.
3. Crafting Compelling Job Listings: Job listings are your first point of contact with potential candidates. We delved into the intricacies of creating job titles that stand out, crafting engaging job descriptions, and showcasing your company culture in listings.
4. Showcasing Company Culture: We emphasized the significance of portraying your company’s culture authentically. Employee testimonials, culture insights, and videos all play a pivotal role in presenting a compelling narrative about your organization.
5. Building an Engaged Community: Your community is not just a group of followers; it’s a source of potential candidates. By creating a space for engaging discussions, encouraging employee advocacy, and rewarding active community members, you can build a thriving community that supports your recruitment efforts.
6. Employee Advocacy Programs: Your employees are your best brand ambassadors. We explored how to design and implement employee advocacy programs that empower your workforce to share job openings, company news, and their own experiences.
7. Tracking and Measuring Success: Effective recruitment strategies are data-driven. We delved into the critical importance of tracking and measuring success, from monitoring website traffic and conversion rates to analyzing email campaigns and social media engagement. Google Analytics, email campaign analytics, and social media insights are your allies in this journey.
8. Staying Up-to-Date with Trends: Finally, in the rapidly changing world of HR and recruitment, staying informed is a competitive advantage. We explored various methods, from industry news and conferences to podcasts and online courses, to help you remain on the cutting edge of recruitment trends.

As you embark on your journey to enhance your owned media recruitment efforts, keep in mind that the strategies outlined in this guide are not isolated.

They are interconnected components of a holistic approach.

Your owned media channels can work in synergy, with social media promoting your community, which in turn supports employee advocacy, and all of this can be tracked and refined based on the latest trends.

In the end, effective recruitment through owned media channels is not just about finding candidates; it’s about finding the right candidates.

It’s about creating an authentic and appealing employer brand that resonates with top talent.

It’s about nurturing a community that actively contributes to your talent pool. And it’s about staying agile and adaptive in the face of an ever-evolving industry.

The world of owned media recruitment is rich with opportunities.

By understanding its intricacies and embracing these strategies, you can elevate your recruitment game, attract the best talent, and propel your organization to new heights.

Remember, your owned media channels are not just tools; they are your most influential allies in the quest for exceptional talent.

If your company needs HR, hiring, or corporate services, you can use 9cv9 hiring and recruitment services. Book a consultation slot here, or send over an email to [email protected].

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People Also Ask

What is an example of owned media?

An example of owned media is a company’s website. It is a digital asset that the organization has full control over, allowing them to share information, and job listings, and showcase their brand to potential candidates and customers.

What are owned vs earned media channels?

Owned media channels are digital assets a company controls (like websites and social profiles), while earned media is when others, such as customers or journalists, share or discuss your content and brand. Owned is under your control, and earned is the result of external engagement.

What are the 3 owned media platforms?

The three key owned media platforms are a company’s website, its blog, and its social media profiles. These platforms offer full control for sharing content and engaging with the audience, making them essential for recruitment and branding efforts.