When managing a job board, you constantly have to think of new ways to get
both job seekers and employers on board with using your services. Are you
making the most out of the promotional opportunities available to you online?
If not, here are 5 tips you can use to successfully
market your job board to both recruiters and applicants.
1) Leverage Relevant Social Media
Social media and job boards fit perfectly. One is a database of all
opportunities currently available, while the other allows you to promote
examples of that database to relevant audiences. Highlight relevant jobs,
or simply showcase the benefits of searching for a new career through your job
board.
Depending on your strategy, you can take advantage of social media to engage
both job seekers and recruiters. Networks like Twitter, for example, are
perfect to highlight job postings on a regular basis. LinkedIn, on the other
hand, allows you to prospect
employers and entice them to share their openings on your website.
2) Start a Recruitment Blog
The best job boards don’t just list the openings, but also provide
applicants with relevant information and helpful tips to make their job search
successful. Establishing yourself as a go-to resource for job seekers means
building your credibility in the eyes of your audience.
One perfect way you can do just that is through content marketing, in the
form of blog posts. Share helpful tips that range from presenting well at
interviews to preparing the right resume. Numerous
studies have shown that content marketing of this sort will significantly
increase your web traffic and overall audience.
3) Establish Content Series
Whether you decide to emphasize social media, blogging, or both to drive
traffic to your job board, regular content is absolutely crucial. Most research
shows that posting
multiple times per day on social media generates the most average
engagement, while blogging
at least every other day significantly increases your web traffic compared
to lower frequencies.
Of course, your content should not just be regular, but also relevant. To
accomplish both, consider establishing content series that provide you with a
baseline of content every week. For example, a Job of the Day
post on Twitter can set reader expectations and fill up your content calendar
quickly, just as a weekly Resume Tips blog post can.
4) Hold Regular Webinars
Blogging tends to orient itself toward job seekers, but content marketing is
not limited to the B2C market. Job boards, as you’re likely well aware, are in
a unique position of needing to attract both individual and business users. A
perfect content opportunity to satisfy the recruiter end of your marketing are
webinars.
This type of live presentation, in fact, has long been among the most
successful digital marketing channels for B2B industries. Webinars
drive purchasing decisions more than almost any other tactic, and
consistently rank among the top
digital marketing channels across industries. You can use them to inform
employers about your job board as well as sharing relevant hiring
information and best practices.
5) Develop Target Personas
Digital marketers are increasingly moving toward persona-based marketing,
which is a natural next step from target audience analysis. Instead of simply
knowing the average demographics, age ranges, and interests of the job seekers
and recruiters you hope you attract, you can create hypothetical, ideal
customers that turn abstract numbers into concrete targets.
Ideally, you should develop
multiple target personas that accurately represent the majority of your
target audiences. If you do it right, you can significantly improve your
marketing efforts. Developing helpful content for Stephanie, a 24 year-old who
has yet to find a job in her field, is significantly easier than creating a
blog post that aims to help ’23 to 26 year-olds with a college degree.’
Building a beautiful job board is only part of the success equation. You
also need to ensure that your audiences, both job seekers and recruiters, are
aware of this new opportunity to find new talent or focus their career. The
above 5 strategies can help you accomplish just that, taking advantage of
commonly-used tactics in the digital marketing realm.
