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1、The essential guide to recruitment marketing in the financial services industry A playbook for building a brand that draws talent to your organization 2The essential guide to recruitment marketing in the financial services industryTable of contents Introduction .3The recruitment marketing funnel .6T

2、he elements of a strong inbound recruitment strategy .8Define your goals .8Define your employee value proposition(EVP).9Perform competitive analysis .12Create candidate personas.13Create,collect,and compile content.15Master your website .17Get your SEO game on .21Leverage job boards.22Turn employees

3、 into advocates with a referral program .22Build and nurture talent communities.24Get your social media game on.27Host(or attend)great recruitment events .29Create partnerships with trade schools,local colleges and organizations,etc.30Run paid ads campaigns.31Get on review sites,and actively manage

4、your reputation there .33Consider non-traditional labor sources .34Use a CRM platform to house all your talent data in one place .34Analyze,evaluate,and optimize .36How Gem can help .38 3The essential guide to recruitment marketing in the financial services industryAs the financial services(FinServ)

5、industry evolves,it faces a host of challengesparticularly when it comes to hiring talent.The digital transformation financial services is undergoingseen most readily in FinTech companies,though many financial services companies have been at the forefront of digital transformationmeans organizations

6、 need to hire for even more specialized,in-demand skills.And theyre increasingly competing not only with each other,but with the likes of Silicon Valley(and its compelling employer brands)to do so.Recruiting teams also struggle with talents negative perception of the industry:a lot of talentparticul

7、arly those who are early-in-careergrew up after the mortgage crisis of 20082009 and remember the banks going under.FinServ employers now have to work extra hard to overcome the knocks their reputations took at that time and prove to candidates that theyre driven by more than backroom-dealing and dol

8、lar signs.Add to this perception of the industrythat its sleepy,stuffy,and outdatedthe struggle of diversity.According to McKinsey&Company,“despite progress,64%of financial services C-suite executives are White men,and 23%are White womenleaving just 9%of C-suite positions held by men of color and 4%

9、by women of color.”All of this explains why 75%of those same C-suite executives are concerned about skills shortages in the industry,and why 76%of finance employers say their top challenge in recruiting is a shortage of suitable applicants.Indeed,more than 2/3 of financial institutions consider find

10、ing talent a top concernup from 19%in 2021.We dont have to tell you that not having the talent you need to keep operations running is incredibly expensivenot to mention it creates serious setbacks to the digital transformation just described.But talents wariness about the financial services industry

11、 is a problem thats accompanied by an opportunity:that your firm invest in a recruitment marketing(or inbound recruiting)strategy.After all,the issue is one of employer brand image and awareness,messaging,and ongoing engagement.Introduction 75%of C-suite executives in financial services are concerne

12、d about skills shortages in the industry 76%of finance employers say their top challenge in recruiting is a shortage of suitable applicants More than 2/3 of financial institutions consider finding talent a top concernup from 19%in 2021By defining and communicating your organizations mission,purpose,

13、and culture,and disseminating it through all the channels where your target talent is,recruitment marketing creates awareness for talent who might not otherwise be interested in your firm or your industry.Its a powerful way to mitigate the data points above.Below,we cover the elements a strong recru

14、itment marketing strategy needs to consider.4The essential guide to recruitment marketing in the financial services industry“A lot of talent believe financial services is an industry thats just out to make money,which is why companies in the space have to work hard to ensure people understand the co

15、mmitments they make to things like community service,diversity,and ESG environmental,social,and governance.When people saw that we ran a charitable gift fund,they realized the firm was serious about giving.One of the most important jobs recruitment has in financial services is to get the word out,an

16、d get ahead of that reputation.”Paul Lesser,Principal PHL Advisory Services after 28 years at a major financial services institution(ultimately SVP of Human Resources)“Financial services organizations need to get better at articulating how people make a difference through the roles they have in the

17、organization.Its not just about being able to articulate matters like your company mission,but also about being more proactive with them.”Scott Nevins,TA expert,currently Chief Client Success Officer PeerTown,with 4 years experience in FinServ“The top of the funnel can be a big challenge for financi

18、al services firms,which often dont have enough qualified,specialized talent entering their hiring processespecially on the technology side.Organizations that can solve that top-of-funnel challenge will be setting themselves far ahead of the competition when it comes to hiring speed and quality.”Sydn

19、ey Mbachu,Head of Global Tech Recruiting Nasdaq 5The essential guide to recruitment marketing in the financial services industryThe traditional method of post-and-pray no longer works as it once did.Todays candidates discover and consider employers in the same way that consumers make major purchasin

20、g decisions.They lean on the resources at handall the online footprints that point back to your organization,as well as the messaging in your outreach campaignsto learn everything they can about your firm,its product,and its culture.Which should cause you to ask the question:what type of information

21、 is available to talent concerning your organization?Recruitment marketing creatively defines and clearly communicates your organizations mission,purpose,and cultureand delivers valuable content to job-seekersthrough all the right channels,targeting and creating awareness for talent who not only mee

22、t the roles requirements,but who also share your firms vision and values.This means talent is not only more likely to apply to your org,theyre also more likely to remain with youas brand advocates and ambassadorsfor the long-term.Recruitment marketing is the combination of tools,strategies,and activ

23、ities used to help defineand then communicateyour organizations employee value proposition(EVP)to attract,engage,hire,and retain great talent.Its rife with marketing principles and practices:creating candidate personas;building and amassing high-value content that revolves around your EVP;engaging i

24、n targeted,omni-channel distribution of that content;and measuring engagement with that content through data and analytics.By communicating your firms narrative,showcasing the value of working for your organization,and promoting your organization as an employer of choice,inbound recruiting strategie

25、s drive awareness and interest,build a community of followers,encourage referrals,increase the number of qualified candidates in your pipeline,and convert passive talent into active candidates when those roles open.And because talent self-selects into your process based on how well they align with y

26、our brand,you decrease time-to-fill and cost-per-hire.Luckily,you dont have to develop your strategic playbook alone.Below,we cover the elements a strong recruitment marketing strategy needs to considerdiving into each to give you insights and recommendations that will help you build your inbound mu

27、scle,and better(and more broadly)communicate a compelling company story to your newly-interested target talent.The benefits of recruitment marketing:Increased awareness of,and interest in,employer brand Cohesive brand voice,along with a clear and consistent company story Transformed perceptions of t

28、he financial services industry Ready talent pipeline for when roles open More informedand overall improvedcandidate experiences Decreased time-to-hire and cost-of-hire Improved candidate quality More qualified,better-fit hires 6The essential guide to recruitment marketing in the financial services i

29、ndustryMarketing teams use a funnel model to track the customer journey from product awareness to purchase.Theyre more-or-less complex;but a basic conversion funnel for marketing is Awareness Interest Consideration Action.This framework helps marketers reflect on the kinds of information prospective

30、 customers need at each stage of the buyers journey.The same goes for the candidate journey,onto which a similar funnel can be mapped.Of course,the map of your candidate journey will be as complex as you want to make it:awareness,interest,active search,application,interview,hire,etc.The point is to

31、map the journey first so you can strategically plan content and campaigns.When you can recognize and appreciate how candidates feel at each stage of the journey,and what information theyll need(including what concerns theyll need assuaged)in order to move on to the next stage,you can craft your mess

32、aging around those decision points:Awareness This stage describes prospective candidates first contact with your firm.Here,youre garnering name recognitiontalent is discovering that you exist and learning what you do.The key word for the awareness stage is“discoverability.”This discoverability happe

33、ns in two primary ways:talent will either uncover you through active search(which is why SEO and PPC are big components of recruitment marketing)or discover you because you put yourself in front of them(think university recruiting,social media campaigns,and passive talent sourcing:actively approachi

34、ng candidates to draw their attention to your firm).Making a great first impression in these channels will move talent from“I dont know much about the financial services industry and Ive never heard of your organization”to“your firm sounds compellingand Im beginning to see the financial industry in

35、a new light.”From here,you want them to engage in active research:visiting your careers page or seeking out employee reviews,for example.Interest By the“interest”phase,youve captured talents attention.Now they want to learn more about youand not just about your organization and its brand identity br

36、oadly speaking,but about what its like to be an employee there.This is a stage that demands richer content and more intimate engagement.Interested talent may be following you on social by now,for example;theyll be expecting more targeted,personalized messaging.Components of this stage include invita

37、tions to talent pools,newsletter opt-ins,nurture campaigns that follow from those opt-ins and include company news,employee stories,and event invitations.Ultimately,youre moving them from“your firm sounds interesting”to“maybe its interesting enough to work for.”The recruitment marketing funnelEach s

38、tage of the recruitment marketing funnel will demand a different kind of content:Talent in the“awareness”stage will discover your company through SEO or PPC efforts,as well as through university recruiting strategies for early-in-career talent,for exampleTalent in the“interest”stage will have their

39、attention held by your social feeds,newsletters,and nurture campaignsTalent in the“consideration”phase will need to be sold less on company brand,and more on the role,its benefits,and its impact and so onThe essential guide to recruitment marketing in the financial services industryConsideration At

40、the end of this stage of the funnel,prospects are applying and officially becoming candidates.In the meantime,theyre researching you,diving deeper into your career content.Theyre comparing you to your competitors in the financial services spaceand in other verticals.Theyre asking not just what its l

41、ike to work for your firm,but what its like to work on a certain managers team.Maybe they want to have conversations with their future coworkers.Maybe theyre reaching out to talent in their networks to ask what their connections know about you.At this point,talent should be organized into talent poo

42、ls and receiving targeted,personalized content.Maybe youre having one-on-one conversations with the most interested of them,getting to know them personally.Here,good recruitment marketing means providing ready answers to their questions(why are you a better fit for them than your competitor is?)and

43、digging into the nitty-gritty:details about the open role,perks,compensation.Youre not“selling”them on a brand at this point;youre providing authentic information on a role,its tasks and expected impact,and the benefits that would accompany it were they to sign an offer letter with you.Action If you

44、r recruitment marketing efforts have been successful,this is where the candidate applies(and is interviewed,turns out to be a great fit because your persona was spot-on,and accepts your offer).Recruitment marketing doesnt stop at hire,however.Indeed,for your strategy to succeed in the long run,you n

45、eed employee ambassadors and alumni promoters,as well as referral programs to generate new leads.Its all about leveraging the voices and experiences of your employeesand former employeesfrom here.“Recruiting is always firefighting,which prohibits proactive pipeline-building.If you could have an infr

46、astructure that allowed for pipeline buildoutthat ensured the sourcing function wasnt sacrificed for todays urgent firesyoud get off the hamster wheel and onto a flywheel.”Scott Nevins TA expert,currently Chief Client Success Officer PeerTown,with 4 years experience in FinServ 7 8The essential guide

47、 to recruitment marketing in the financial services industryNow that youve done some thinking about the candidate journey at your firm,its time to dig into some strategy.In the following,well lead you through some initial recruitment marketing decisions:goal-setting,locking down your employee value

48、proposition(EVP)and your employer brand,and creating your target personas.From there well discuss content and channels,as well as what data to keep track of to ensure your recruitment marketing efforts are getting the ROI you want them to.Define your goalsOf course,your goals will shift as your focu

49、s shifts:youll have objectives for each new campaign or for each new quarter.And of course your overall goal in recruitment marketing is to attract stellar,best-fit candidates to apply to your open roles because theyve heard and seen great things about your employer brand.But if youre just starting

50、out,there are only a few things you can focus on at a time.So begin by defining what those things are.Do you want to:Increase overall brand awareness?Get more career site visitors?Get more applicantsor increase the quality or diversity of those applicants?See more applicants from social?Shorten your

51、 hiring process?Increase your employee referral or offer-acceptance rates?and so onYour goals should be both specific and measurable(otherwise,you wont know whats working and whats not).So once youve decided what your focus is,set yourself some realistic goals:“Increase the amount of direct traffic

52、to our careers site by 8%in Q2”;“Increase the number of social media followers by 2,000 in the next 90 days”;“Increase the number of underrepresented applicants by 30%in the next 6 months,”and so on.Make sure you have the software in place to track those goals before you get startedwell talk more ab

53、out the importance of data and analytics later.The elements of a strong inbound recruitment strategy Below,well lead you step-by-step through goal-setting,locking down your employee value proposition(EVP),and creating your target personas.From there,well discuss content and channels,as well as what

54、data to keep track of to ensure your recruitment marketing efforts are getting the ROI you want them to.9The essential guide to recruitment marketing in the financial services industryDefine your employee value proposition(EVP)The EVP is a foundational element of recruitment marketing,or of an inbou

55、nd strategy:it articulates what makes working for your organization so great.This is perhaps especially important in an industry like financial services,since the general perception of the industry requires some revision.Consider these things:Does your firm offer more holiday time or more parental l

56、eave than your competitors do?Do you offer career mobility programs,L&D resources for every stage of employees professional development,mentorship or coaching programs,or leadership models that outline the trajectories employees can take through your financial institution?Does your firm offer pet in

57、surance,pre-tax commuter benefits,or matching contributions?Do you offer student loan refinancing or shoulder any employees student loan debt?Do you hold family events,or otherwise show appreciation for employees families and chosen families?Do employees have access to senior leadership and the chan

58、ce to offer input at regular town halls?Do junior hires work alongside senior bankers from the outset on industry-defning deals?Do you provide on-site health and well-being support?How about free confidential counseling through an employee assistance program,free meditation subscriptions,or gym disc

59、ounts?Do your medical benefits include gender affirmation surgery,adoption and surrogacy reimbursement,egg freezing and storage,and fertility support?Do you have a CSR(corporate social responsibility)or ESG(environmental,social,and governance)program?Does your organization affirm its commitment to d

60、iversity through employee resource groups(ERGs)or leadership programs for women and typically underrepresented groups?The answers to these questionsand otherswill help form the basis of your employee value proposition.Your EVP will be at the heart of every communication you have with prospects and c

61、andidates.10The essential guide to recruitment marketing in the financial services industryYour employer brand is how people outside your organization perceive what its like to work there.Its the sum of your firms mission and vision,its culture,and the benefits you can offer employees.Your employee

62、value proposition,on the other hand,focuses specifically on those benefits.It answers the questions:Why should prospective candidates come work for your organization?What are the unique set of contributions you could make to their livesbeyond compensationfor a complete,and fulfilling,employee experi

63、ence?Why would they not only want to join your firm,but also perform their best work for you every day?Your EVP demonstrates your firms commitment to employees growth and development,and to meeting their needs in exchange for their day-to-day efforts.Companies who prioritize employer branding and EV

64、P-definition see a 50%increase in qualified candidates,1-2x faster time-to-hire,a 43%decrease in cost-per-hire,and a 28%decrease in employee turnover.Gartner has broken the EVP down into five elements.They are:1.Opportunity(career advancement,challenge and self-improvement,formal training,on-the-job

65、 learning,evaluations and feedback,personal development,company growth rate)2.People(company culture,relationships and camaraderie,reputation of senior leadership,quality of management and coworkers,trust,collaboration,team spirit,team-building activities and events)3.Organization(market position,co

66、mpany reputation,quality of product/service,company mission/vision/values,diversity,social responsibility)4.Work(job-interest alignment,challenging/fulfilling tasks and responsibilities,work-life balance,quality of projects,innovation,intellectual stimulation,impact the role plays in fulfilling the

67、company vision)5.Rewards(salary,bonuses,health and retirement benefits,disability,holidays and vacation time,paid leave,remote work,gym memberships,tuition benefits,share ownership,and the timeliness and fairness of compensation)The above is a fairly exhaustive list;but if your EVP can touch briefly

68、 on each of these elements,youll engage a wider range of talent.After all,every prospect has their own“sweet spot.”Your EVP answers these questions:Why should prospective candidates come work for your organization?What are the unique set of contributions you could make to their livesbeyond compensat

69、ionfor a complete,and fulfilling,employee experience?Why would they not only want to join your firm,but also perform their best work for you every day?11The essential guide to recruitment marketing in the financial services industryBecause your EVP needs to be a true reflection of your firm,EVP-crea

70、tion is a bottom-up exercise.(Its actually okay that your firms EVP doesnt resonate for everyone;its not supposed to.)An inaccurate EVP born of a perception gap makes for reduced employee morale and a revolving door for new hires.The most effective EVPs are shaped by direct feedback from current,pas

71、t,and prospective employeesincluding those who dont accept your offer.Guesswork from upper management simply isnt going to cut it.And of course,on the recruitment side,you want to sell prospects the whole storyand the correct onein your messaging.The simplest way to do this?Ask talent about their pe

72、rceptions.If your organization is doing its due diligence,it already has feedback structures in place:anonymous surveys,onboarding surveys,performance reviews,exit interviews,and focus groups.Ideally it uses these occasions to ask about the five elements we mentioned above.Ask for that data.Many of

73、these questions you can pose yourself:Prospective employees:What made them respond to your outreach?How do they perceive your firm?What does it offer that their current organization does not?Which tangible benefits(salary,health benefits,PTO)and intangible benefits(recognition,challenging work,flexi

74、ble environment)that you offer are most important to them?Current employees:What ultimately made them decide to come work for you?Have their expectations been met(or exceeded)?How?What makes your organization unique?What tangible benefits offered by the firm are most attractive to them(and why)?What

75、 intangible benefits are most attractive to them(and why)?Whats been the most fulfilling thing about working for your firm?What would they change if they were in charge?Former employees:What initially drew them to the organization?Were their expectations met?Why did they ultimately leave?What did th

76、e employee experience lack that wouldve made them stay?What did they appreciate most about working for your firm?What would their advice be to a job-seeker who wanted to know about the firm?Use these answers to write a comprehensive story about what you offer,and include elements of that story in al

77、l of your recruitment marketing content(more on that shortly).These conversations can even form the basis of employee stories,which well cover in greater depth below.Because your EVP needs to be a true reflection of your organization,EVP-creation is a bottom-up exercise.The most effective EVPs are s

78、haped by direct feedback from current,past,and prospective employeesincluding those who dont accept your offer.So ask talent about their perceptions,using the questions on this page as a template.12The essential guide to recruitment marketing in the financial services industryPerform competitive ana

79、lysisCompetitive analysis will be crucial for your employee value proposition.After all,you cant say what makes your organization unique if you dont know what your competitors in the financial services space(and in the technology space,and in other spaces)are doing to attract talent.The intelligence

80、 you uncover by scanning the landscape will help you understand which benefits are table stakes and where you have clear competitive advantages in terms of what you can offer.But you also want to look at how your competitors are positioning their companies and what their recruitment marketing materi

81、als highlight.Make a list of your primary competitors,and then start researching:Make a list of your primary competitors,and then start researching:How does the messaging on their careers page read?What does it emphasize?What are they promising that youre not?What does their imagery look like?How do

82、 they present employee stories?How easy it is to find open roles on their siteswhat does the search functionality look like?How do their job descriptions read?Go through their application process.Is it personalized?Is it streamlined?Can you apply on your phone?Is there an easy-to-access FAQ or conta

83、ct information?Are details about next steps provided?What do their social media profiles look like?How much engagement do they get across social channels;and do they maintain a strong,consistent presence?What kind of content do they post?What hashtags are they using?What keywords are they ranking fo

84、r?(Search the keywords youd like to rank for and see what comes up.)What are employees saying about your competitors on review sites?As youre performing competitive analysis,do some digging into your organizations own messaging as well.Ultimately youll want to ensure that your firm is speaking with“

85、one voice,”no matter who in the organization is doing the talking.When recruitment marketing messaging is cohesive with the rest of the firm and its messaging,that builds trust.13The essential guide to recruitment marketing in the financial services industryThe two questions you should have in mind

86、at all times as you read through your competitors messaging are:How can I do it differently?and How can I do it better?What are your competitors failing to say about their EVP that you can?What strategies or best practices are they overlooking that you can employ?And is there a way to position your

87、employer brand messaging such that it“speaks back”to your competitors promises,offering something that you know talent wants more?Create candidate personasIn marketing,a customer persona is a semi-fictional representation of a companys actual and/or ideal prospects and customers.Marketers create per

88、sonas based on market research and insights gathered from current customers.While the persona is hypothetical,the intelligence its built on is not:the persona shares customers most common traits,in terms of both demographic information(age,education,income,location,relationship status,career experie

89、nce,etc.)and psychographic information(interests,beliefs,values,concerns,etc.).The persona also includes where they“hang out”LinkedIn,YouTube,Facebook,and so on.After all,messages simply wont connect if youre speaking the wrong language to the wrong people in the wrong place.Of course,in recruitment

90、,a persona represents your ideal candidate for a given position.And“ideal”doesnt just mean they fit the job requirements.It means youll be the right fit for each other,across the board.Theyre motivated by what you can offer;they share your goals and vision;they wont just harmonize with the team but

91、add something to its culture that isnt already there.Youre thinking about values,motivations,career pain points and goals.In doing so,youll better understand your target candidates attitudes,what drives them in work and life,what they hope to accomplish in their careers,and more.Youll craft your mes

92、saging for them as such.Personas also allow you to segment target talent more easily.Technical roles like cybersecurity and systems engineers,bankers and tellers,financial analysts,corporate strategy,and G&A talent all may have different expectations about work.Managerial hires will demand a differe

93、nt approach than early-in-career hires do;diversity hires may require attention to different elements of the job in your outreach.Theyll each be differently-motivated,and youll have different needs they need to meet.All of this ultimately means different messaging.If youve been in the recruiting spa

94、ce for any amount of time,youre probably used to creating candidate personas.But if this process is new to you,dont worrytheres plenty of data out there to support your profile-creation.Remember that different elements of your EVP will appeal to different candidate personas.Technical roles like cybe

95、rsecurity and systems engineers,bankers and tellers,financial analysts,corporate strategy,and G&A talent all may have different expectations about work.Managerial hires will demand a different approach than early-in-career hires do;and so on.Avoid a“one size fits all”approach when it comes to your c

96、ontent strategy.14The essential guide to recruitment marketing in the financial services industryInterview current team members who are thriving in the same(or similar)roles you have open:Whats their background?What was their previous role?What motivates them in their work?What challenges them,stres

97、ses them out,makes them laugh?Which of your organizations values do they most resonate with?What do they prioritize in their job searches?Flexibility?Autonomy?Collaboration?Diversity?How do they spend their free time?How would they describe their personality?Where do they access news and where do th

98、ey go when theyre looking for jobs?What do they want to see fixed in the financial services industry in 2023?Who in the firm would they want to talk to if they werent already working here?What are they hoping to accomplish in their career?The two best resources youve got for creating candidate perso

99、nas are:1.Current team members who are thriving in roles similar to the ones youre trying to fill(interview them!),and 2.Your CRM and/or your ATS.Your recruitment tech will reveal patterns about who passes through funnels for specific roles,why certain candidates are rejected by hiring managers,and

100、most effective candidate sources.Use these to build a detailed target persona.15The essential guide to recruitment marketing in the financial services industryLeverage the analytics on your careers pages as well.Whos visiting?Where are they coming from(this is called referral traffic:are they findin

101、g you through Google search,coming from your Facebook ads,etc.)?Where do they go next?How are they interacting with your content once they arrive?Combine all this data to understand and define your target personas with as much detail and accuracy as you can.Once you have your personas,you know your

102、audience.You can now create targeted,personalized contentand strategies for what to do with that contentthat you can tailor toward each of those profiles.Which brings us to Create,collect,and compile contentNow that youre clear on both your EVP and your candidate persona/s,youve got a solid foundati

103、on to build on.Its time to createor collectan archive of content that you can draw from for all your recruitment marketing efforts.Content is how youll communicate your employer brand and build connections with talent.Well dive into some of these things a bit more below;but meaningful content can in

104、clude:Blog posts Webinars Ebooks and whitepapers Case studies Infographics Checklists Recruitment videos Virtual tours Photos of company events Press releases highlighting team successes Social media posts showing a-day-in-the-life or celebrating employee milestones Podcasts 16The essential guide to

105、 recruitment marketing in the financial services industry Recruitment marketing ads Job descriptions Candidate FAQ pages Email newsletters and more Regardless of the mediums you choose,these assets should consistently highlight the themes your EVP entailswhether thats values and mission,career devel

106、opment opportunities,exciting projects the team is working on,employee perks,team-building,diversity,charitable initiatives,and so on.For example,content could cover:General topics of interest within the financial services industry(e.g.investment services)More specific topics of interest to people i

107、n targeted roles(e.g.data governance professionals)Content of value to job seekers(e.g.tips for conducting a job search in the finance industry,or a guide to frequently-asked interview questions for a specific role)Day-in-the-life articles focused on specific roles or departments Information on care

108、er paths within departments(e.g.management tracks within investment banking)The key is to showmore so than tellwhat your EVP is.Thanks to your recruitment marketing content,talent should be able to imagine in detail what its like to work for you,bringing them one step closer to applying.Seeing visua

109、ls and hearing stories are critical here.We cant stress enough the importanceand the effectivenessof employee stories.Interested talent will always look to current employees for the most trustworthy opinions about what its like to work for your organization.They want to hear what the folks on the gr

110、ound have to saysincerelyabout your firm,and they want to see themselves reflected in your workplace through photographs of your team.So create video testimonials,have employees write blog posts or ask the marketing team to interview them for“employee spotlights,”and allow employees to“take over”you

111、r social accounts or ask that they tag you on social when they post work-related content so you can repost it to your company account.Interested talent will always look to current employees for the most trustworthy opinions about what its like to work for your organization.They want to hear what the

112、 folks on the ground have to saysincerelyabout your firm,and they want to see themselves reflected in your workplace through photographs of your team.So create video testimonials of your employees,have your marketing team interview them for“employee spotlights”on the company blog,and allow them to“t

113、ake over”your social accounts and post about what brings them joy at work.17The essential guide to recruitment marketing in the financial services industryWhile were at it,remember that not all content needs to be created from scratch.Youve already got an archive of content thanks to your marketing

114、team(blog posts,press releases,social posts,and more);you can leverage that content to do double-duty.Sit down with the content creators on your marketing team and discuss which content could also work for recruitment purposes.Would marketing be willing to create a few recruitment-specific assets(or

115、 assets that can do double-duty)each quarter?Finally,repurpose where you can.An employee story,for example,can start as a video on your careers page,be transcribed as a blog post,and be linked to from a nurture email.List out the channels your target personas are on and the places theyre most likely

116、 to connect with your brand.Choose the top three(e.g.job boards,LinkedIn,your website)to start.Then create a content calendar using the assets in your content archive.Remember what we said above about the recruitment marketing funnel:your content should take into account the entire candidate journey

117、.Needs,questions,and concerns change as candidates move from the top of the funnel down through to offer-extended.Have content and messaging prepared for each of those stages.Master your websiteYour website is the hub of your recruitment marketing efforts.Thats because regardless of where talent fir

118、st hears about youa Google search,a PPC campaign,cold outreach from a recruiter,a university recruiting event(e.g.a coffee chat or wealth management virtual info session)theyre going to end up on your careers page if they want to learn more.As your site,it should be the most comprehensive source of

119、information for prospective candidates,containing everything theyd need to help them determine whether or not theyd want to work for your firm.It should also be filled-to-the-brim with exciting,relevant contentpreferably multimedia:Who is your firm and what do you do?What does your customer base loo

120、k like?Who are your employees and what do they have to say about working for you?Whats your mission;what are your values;whats your culture like?What benefits and growth opportunities do your employees have?Why is yours an environment in which talent will succeedand furthermore,thrive?And of course:

121、what positions are available now?18The essential guide to recruitment marketing in the financial services industry 18The essential guide to recruitment marketing in the financial services industry“A few years ago we werent being intentionally mysterious;we just didnt see the value in radiating our e

122、mployer brand in a massive way.Weve gotten a lot better on that front in recent yearsrevamping the website,doing work at the company level to shape a coherent narrative and put it out there so theres more information prospective candidates can find about the organization when they go looking.”Head o

123、f Recruiting Technology a leading investment management firm 19The essential guide to recruitment marketing in the financial services industryAs a primary resource,your careers page cant be an afterthought.Here are some best practices to implement:Include real images and videos of your teamnot stock

124、 photos.Talent wants(and deserves)an authentic depiction of your people,so give them that.You may not be as diverse as youd like to be,and you may not have professional images of your team right now.But talent knows a stock image when they see oneso show them the real thing.Make it easy for prospect

125、ive candidates to find and browse your open positionsand just as easy to apply.A whopping 69%of candidates will give up on an application that takes more than 20 minutes to complete;and conversion rates increase by 365%when an application process is reduced to 5 minutes or less.So test your process,

126、and have your colleagues do some user testing for you.Is applying intuitive?Is it fast?14.00%12.00%10.00%8.00%6.00%4.00%2.00%0.00%#of Minutes1-56-1515+12.47%6.97%3.61%Source:AppcastAverage job application completetion rates across all industries based on the length of time it takes to complete an ap

127、plication(in minutes).20The essential guide to recruitment marketing in the financial services industry Optimize for mobile.When it comes to ease of searching for open positions and applying,were not just talking about desktop processes.Your careers site also needs to be mobile-optimized and mobile-

128、friendly.Depending on whom you ask,somewhere between 45%and 52%of job-seekers search for opportunities on their phones,and 89%of talent say mobile devices play a critical role in the job-search process.Make sure your careers pages load quickly,are easily accessible from your homepage,are optimized f

129、or small screens,and provide a smooth application experience on mobile.The platform you use should allow applicants to upload resumes from Dropbox or Google Drive.Provide a clear call to action.Not every career site visitor will be ready to apply.So while your site should provide ready applicants wi

130、th clear next steps,it should also offer those who are“just browsing”the opportunity to join a talent network.This way you can nurture them over time with recruitment marketing content,company updates,and open roles.(Well have more to say about nurture below.)Consider microsites.Branded microsites l

131、et you offer relevant,targeted content to each of your candidate personas(data scientists,customer service technical support advisers,investment professionals,and so on).Not only are microsites ways of further“personalizing”your careers pages;theyre also great for SEOwhich means youre more likely to

132、 appear in search results when talent types in the career-related keywords youre ranking for.Link directly to your blog,your social media profiles,and your Glassdoor profile.Your blog is yet another source of information talent can subscribe to;it allows you to establish authority through thought le

133、adership,share company news and events,offer best practices for the talent youre hoping to win over,and shout out your remarkable employees and the projects theyre working on.Social media is another way for interested talent to stay up-to-date;and linking to your Glassdoor profile shows talent that

134、you have nothing to hide when it comes to employee reviews.(Indeed,hopefully youre proud of them.)If you already have a careers site in place,evaluate the analytics for those pages to uncover whats important to your site visitorsand,by extension,job-seekers.Use that data to optimize.If talent is cli

135、cking in from elsewhere(paid ads,for example)and immediately bouncing,it may be that youre not offering a coherent or consistent journey.If no one is visiting your candidate FAQ page,it may be time to cut it,re-evaluate your questions,or put that information elsewhere on your site.If visitors are“de

136、ad-clicking”on employee photos,consider that they might want more information about their potential future coworkers,and give them that.And so on.21The essential guide to recruitment marketing in the financial services industryGet your SEO game onMore than 70%of job searches start on Google.The ques

137、tion recruiting should be asking,then,is:Is Google serving up our organization as a search result when talent enters the keywords we want to be found for?Search engine optimization(SEO)is an organic way of increasing your online visibility.Its a long-term and time-consuming investment,but its also a

138、 virtuous circle:the higher you rank for keywords(“financial center managers in Tampa”;“relationship banker near Rochester,NY”;“virtual wealth management assistant,”etc.),the more visitors youll get to your job adsand Google rewards pages with high visitor counts with even more discoverability.Of co

139、urse,if youre utilizing job boards like Indeed(more on job boards in a moment),theres already inherently an SEO component to your recruitment marketing strategy.But your firms recruiting blog is also a great place to build in an SEO strategy.Theres a lot to learn about SEO;but in short,youll researc

140、h and identify the keywords talent uses to find job opportunities in your industry or your locationor to learn more about their craftusing tools like Ahrefs or Google Keyword Planner.Choose the keywords youre most likely to rank for based on factors like cost-per-click,and sprinkle those keywords th

141、roughout your careers page,microsites,job ads,and blog,in ways that make sense.For example,an inbound approach to attracting escrow officers might include content in the form of a blog post called“12 Escrow Officer Skills for Your Resume.”Early career talent thats learning more about the industry an

142、d researching the roles they may want to hold will come across your article based on its relevance to their keyword research;they might read it and decide to visit your careers page from there.If its only available as a download,talent may be willing to exchange their email for itputting them into y

143、our database for future nurture campaigns,in which you send them follow-up content on related topics.Aside from on-page content,Google also takes into account things like metadata,page load speed,mobile friendliness,and offsite SEO practices(i.e.linking to your job ads,careers page,or blog from repu

144、table sites)in its algorithm;so optimize for those things as well.An inbound approach to attracting escrow officers might include a blog post called“12 Escrow Officer Skills for Your Resume.”Early career talent thats learning more about the industry and researching the roles they may want to hold wi

145、ll come across your article based on its relevance to their keyword research;they might visit your careers page from there.If its only available as a download,talent may even be willing to exchange their email for itputting them into your database for future nurture campaigns,in which you send follo

146、w-up content on related topics.22The essential guide to recruitment marketing in the financial services industryLeverage job boardsWhile Google can be a goldmine,job boardsLinkedIn,Monster,Indeed,ZipRecruiteraggregate openings in one place.(Of course,Google also aggregates job postings from across t

147、he web,pulling from sites like ZipRecruiter and LinkedIn which means that when you post your open roles on these sites,you get additional placement in its search results.)Rather than endlessly browsing the web,active talent can use filtering options within a single platform to discover open roles by

148、 title,location,skill set,company,and more.So register on the job boards that are most relevant to you,and upload your job postings to increase visibility.A few of these job boards are free,most are paid.Most allow you the option of sponsoring your listings to get in front of more visitors eyes.Spon

149、sored listings are similar to PPC campaigns(more on these below)in that they show up above the free listings for only the most relevant users.While were at it,the job descriptions you post on these sites need to do more than summarize the qualifications and skills required for the role.Basic SEO pri

150、nciples still hold,of coursedont discount the possibility that active talent might land on your listings through searchbut just because your job title matches what a job-seeker is looking for doesnt mean youve got yourself a ready applicant.In fact,skip the bullet-pointed laundry list of requirement

151、s and focus instead on the more exciting responsibilities a successful hire will be expected to take on and the impact theyll be expected to have.Highlight your firms values and communicate your culture.Focus more on what you have to offer talent than on what skills youre seeking from them.This way

152、they can determine not only if the role is right for them,but also if your firm and its culture is.Turn employees into advocates with a referral programWere sure you know the stats about referrals.Candidates are three times more likely to trust employees opinions about what its like to work for a co

153、mpany than they are“official”company messages.And no one knows better than your own employees how fit someone is for an open rolein terms of both qualifications and values-fit.Thats why referrals are 5x more effective than all other sources of hirenot to mention 55%faster to hire than talent hired t

154、hrough career sites.Of course,speedier hires mean lower cost-per-hire.Add to that faster onboarding,lower turnover rates,and greater job satisfaction,and it turns out that referrals are remarkably powerful.Dont underestimate your employees networks.In the job descriptions you post,skip the laundry l

155、ist of requirements and focus instead on the more exciting responsibilities a successful hire will be expected to take on and the impact theyll be expected to have.Highlight your firms values and communicate your culture.Focus more on what you have to offer talent than on what skills youre seeking f

156、rom them.23The essential guide to recruitment marketing in the financial services industryFor recruitment marketing,this means two things:giving your referral program some love,and training employees on your employer brand and your overall recruitment plan so they can become your brand ambassadors.W

157、hen it comes to the program itself,dont be stingy with incentives.Good employees are worth their weight in gold,and your own employees know this.A bonus is going to incentivize them much more than a$100 gift card will.Whats more,make the process of submitting a referral simple for themno lengthy for

158、ms,no hoops to jump through.Provide them with outreach sequence templates so their recipients get both the personal touch of hearing from someone in their network and the most important details about the role and the organization.Finally,increase the quality of your referrals by tracking the effecti

159、veness of your sources.Perhaps you even motivate other employees by internally celebrating the ones who refer successful candidates to your firm.While were at it,youll also want to amplify your employee ambassadors.Even if they cant provide you with specific referrals,employees can still promote you

160、r organization.They can attend your recruiting events to mingle with prospective candidates.They can write posts for your blog about their role at your firm or their career trajectory with you.They can write reviews on Glassdoor.And if theyre not creating content,they can engage with(“like”)and re-s

161、hare your content on their social feeds,ultimately broadening your audience.(Well have more to say about social strategies shortly.)Provide referring employees with outreach sequence templates so the talent theyre referring get both the personal touch of hearing from someone in their network and the

162、 most important details about the role and the company.Gems send-on-behalf-of feature allows recruiters to reach out as other employees in the organizationmaking recipients all the more likely to respond.Build and nurture talent communitiesThe term“talent community”is new enough that its still being

163、 defined.For us at Gem,a talent community is made up of talent who arrive on your careers page,dont see a position for them or arent ready to apply,but decide theyd like to keep hearing from your firm until the timing is right.(An estimated 10%of career site traffic completes applications;without a

164、talent community option,youre losing that other 90%.)With Gems help,those prospective candidates fill out a customized form directly on your careers site;and you can use the information you collectcontact information,LinkedIn URL,department or location of interest,etc.to nurture and engage with them

165、 over time.In time,sourcers and recruiters can also add candidates theyve sourced who werent yet ready to make a career change into their talent community.As such,the community becomes a repository of interested talent that you capture,rather than lose to bad timing.Of course,there are plenty of oth

166、er ways to capture candidate leads and build your talent community:Including a call to action in every post published on your career blog Collecting information at recruitment events(open houses,recruiter Q&As,panel discussions with senior professionals,job fairs,etc.)Capturing data when prospective

167、 candidates download career guides you create for that purpose Linking to talent network sign-up forms from your social media posts Adding silver medalists whove already gone through process with you and so onAs talent comes into this community,its important to actively manage it.This begins with se

168、gmentation,and extends into nurture campaigns.With Gem,you can easily create a form to collect informationemail,LinkedIn URL,department or location of interest,etc.from prospects visiting your careers page.This form is fully customizable to collect the data thats important to your talent teamand,fro

169、m an aesthetic perspective,to stay true to your firms brand.Prospective talent can be moved into projects based on their information and answers.From there,theyll be sent automated campaigns to keep them in-the-know about what your organization is up to.The essential guide to recruitment marketing i

170、n the financial services industry 24 25The essential guide to recruitment marketing in the financial services industryThe point of nurture is to build relationships with your talent community by offering consistent,authentic glimpses of your organization through customized email campaigns.Talent may

171、 want to hear about job openings,sure.But theyre also interested in company updates,details about the projects a certain team is working on,getting to know your employees as individuals,and how your firm is navigating culture.Maybe theyd love interview tips.Maybe theyd enjoy quizzes,ebooks,or videos

172、.You know your personas better than we doand with automated outreach solutions that track open rates,click-through rates,and response rates,you can consistently iterate on your engagement strategiesand get hyper-personalizedbased on talents behavior.Eventually,talent will have the“full view”of your

173、firm,its mission,its culture,and its values.Thanks to the content theyve regularly consumed,youll be top-of-mind when theyre ready to make a career move.And youll have a warm pipeline to search and source from when a position openswhich means minimizing the time spent searching through multiple data

174、bases,reviewing unqualified applicants,and moving candidates through the pipeline who may not have the same excitement about,and trust in,your firm as your talent community does.Capturing new leads and creating great content is all good and well,but it means nothing if you cant keep talent warm and

175、engaged.With Gem,keep your brand top-of-mind by sending visually-appealing and targeted nurture campaigns in which you showcase your employer brand and share updates on your firm and your industry.You can customize the look and feel so your communication delivers a consistent brand identity.26The es

176、sential guide to recruitment marketing in the financial services industryIs an open role coming down the pipe within the next 6 or 9 months?Your ATS is a treasure trove of highly-qualified talent thatfor whatever reasondidnt make it through the hiring process with you last time.With Gems Candidate R

177、ediscovery,talent teams can search across all candidates in their ATS,uncovering previously-engaged talent and kicking off a long-term nurture sequence to warm them up to your organization again.Our data shows that rediscovered candidates are 1.6x more likely to reply to sequences.So when youre thin

178、king about your nurture strategy,dont forget the talent whove already stepped foot into your organization in some way.Rediscovered candidates are 1.6x more likely to reply to sequencesSource:August 2022 study of 5 Gem customers using candidate rediscovery to sequence 1,070 ATS candidates and 21,744

179、Non-ATS candidates.30%20%10%27The essential guide to recruitment marketing in the financial services industryGet your social media game onIn a recruiting context,“social media game”means quite a few things.From a sourcing perspective,it means utilizing social as a channel(or an assortment of channel

180、s)in which to unearth top talentwhether through search features,filters,hashtags,or other research strategies.From a branding perspective,social is a great way to convey your employer brand and tell your organizations story.Youve already created your personas,so you know which social channels your t

181、arget talent hangs out onwhether thats LinkedIn,Facebook,YouTube,Instagram,Twitter,Snapchat,TikTok,and so on.With 4.76 billion active social media users worldwide,theres a good chance that close to 100%of your target talent is on socialbut dont exhaust your time on every channel.Connect with your pr

182、ospective candidates where theyre at.For example,while a strong LinkedIn presence might be great for manager-and-above roles,Facebook posts and YouTube videos might draw customer support and call center talent.Once youve nailed down your platforms of choice,focus on posting regularly(we highly recom

183、mend a social calendar)and engaging daily.Remember all that great content you created and/or collected?A solid social strategy for recruitment marketing is about much more than sharing jobs;it offers an honest series of glimpses into your firm,its culture,its values,and its people.Post photos and vi

184、deos;celebrate milestones;share employee stories;offer industry updates;shout out your internship programs or your employee resource groups.Livestream Q&A sessions;ask thought-provoking questions for your followers to answer;and engage and connect when followers leave comments.Ultimately,youre aimin

185、g to have an authentic public conversation that builds connection and trust with a broader audience of talent.Thank people when they post and share your content.Its worth noting that 57%of job-seekers use social media in their searches,and 73%of millennials found their last position through a social

186、 media site.Those numbers explain why 84%of organizations currently use social for recruiting purposes.(This includes social media advertising,which well talk about shortly.)When mapping out your social strategy,dont exhaust your time on every channel.Connect with your prospective candidates where t

187、heyre at.While a robust LinkedIn presence might be great for manager-and-above roles,Facebook posts and YouTube videos might draw customer support and call center talent.28The essential guide to recruitment marketing in the financial services industryWant to take your social recruiting strategy even

188、 further?Follow and interact with industry influencersand their followersto boost your profile.Is talent asking questions on these platforms about career advancement in finance?Reply with a thoughtful response or with content youve already created on the topic.Use hashtags in your tweets and posts t

189、o maximize exposure,and/or create an organizational culture hashtag and ask employees to use it when they post about working at your firm.Host employee takeovers in which individual employees“own”social for a week.Remember:employees are your best advocates;amplify their voices and showcase your cult

190、ure.Above all,track social media analytics.How many click-throughs are you getting to your careers site from each of your social platforms in a given month?How much engagement is happening on your feeds?How many qualified applicants is each channel producing?And so on.As with all things recruiting,a

191、nalytics will allow you to both determine ROI and iterate on your strategy,ultimately connecting with and engaging more talent that fits your target profile.A solid social strategy is about much more than sharing open roles;it offers an honest series of glimpses into your firm,its culture,its values

192、,and its people:Post photos and videos Celebrate milestones Share employee stories Promote company initiatives Showcase training opportunities Offer industry updates Shout out your intern program or your employee resource groups LIvestream Q&A sessions Ask thought-provoking questions for your follow

193、ers to answer 29The essential guide to recruitment marketing in the financial services industryHost(or attend)great recruitment eventsOpen houses,info sessions,professional development events,AMA(“ask me anything”)sessions there are a wealth of event types out there to choose from.Events recruiting

194、is a dedicated role in and of itself,and for good reason:while they take a great deal of time and energy,events increase awareness and improve the perception of your firm and of the financial services industry on the wholeas well as of the viable careers it offers.When candidates can talk to current

195、 employees and have a“lived”experience of what it would be like to work for you,the public perception about financial services shifts in a positive direction.In other words,events pay dividends.Events are great opportunities for prospective candidates to meet potential colleagues,and for you to netw

196、ork with people who might ultimately offer you valuable referrals(not to mention apply themselves).Familiarity with your persona will help you determine which kind of recruitment event will be most compelling for them.Create attention-grabbing event pages,list your event on key directories,and promo

197、te your events widely on social.After all,you now have the lively channels to promote it on.Of course,career fairs are another option if youre not hosting something yourself.Maintain a presence at these events,make connections,and build your talent pools from there.With Gem,you can capitalize on rec

198、ruiting events by digitally capturing and organizing leads,then automatically initiating messages to keep talent warm and engaged.30Create partnerships with trade schools,local colleges&universities,military organizations,etc.Creating partnerships with trade schools,high schools,technical schools,lo

199、cal colleges,and so on is another way of getting in front of prospective candidates and committing to educational outreach.This not only educates students(and in some cases,their parents)about financial services career paths;it also builds a future workforce by making younger generations more aware

200、of opportunities in the industry.These“community partnerships”can take many forms:Partnering with a fast-track training program at a local technical school to eventually hire their graduates Partnering with colleges and universities that offer degrees in the financial services space(i.e.corporate fi

201、nance,accounting,economics,etc.)Sponsoring student leadership programs in the local school system“Early career talent in particular would never go to a bank;they were using apps on their phones to manage their finances.We had to really invest in our messaging that we were tech-savvy.We did tech talk

202、s,for example.Wed get a list of individuals who attended an AWS webinar or were part of an AWS tech group,and wed send out an email blast to that list inviting them to a webinar we were hosting.Wed have panels of technologists from our own firm talking about what they were doing with AWS to demonstr

203、ate that we werent a sleepy asset management company.We were doing x,y,and z with AWS,and those things were critical to the future of our organization.”Paul Lesser Principal PHL Advisory Services after 28 years at a major financial services institution(ultimately SVP of Human Resources)The essential

204、 guide to recruitment marketing in the financial services industry 31The essential guide to recruitment marketing in the financial services industry Funding student projects at a nearby college,or sponsoring school teams for academic competition Funding upskilling programs at a local high school Par

205、ticipating in a state-run apprenticeship program that rotates early-career talent through departments and exposes them to jobs they may not have known existed Partnering with a non-profit group to create an in-house paid apprenticeship program Working with the local Chamber of Commerce to establish

206、an apprenticeship or a certification program Networking with local military organizations or correctional facilities Organizing a company-wide program in which employees invest time into local non-profit organizations,creating touchpoints between your company and potential future employees and more.

207、Consider this process as less like candidate relationship management,and more like organization or university relationship management.Whats going on in your firm?What are some key opportunities right now?And how can you share talent updates to key representatives at some of those organizations so th

208、ey can share them with their student populations?Run paid ads campaignsA website and a social media presence are only as strong as the number of people who see them.If your organization doesnt have many followers on social yet,that beautiful piece of thought leadership you post wont have an ROI.Ente

209、r paid ads to increase your visibility.“Paid ads”encompasses:PPC(search advertising)display advertising(those classical banner ads you see when browsing the internet)social advertising,and retargeting(showing ads to people whove already visited your site)Theyre a great way to hyper-target talent and

210、 put relevant content right in front of themwhether theyre actively searching for jobs on Google or passively browsing the internet or social media.(Of course,we know some financial firms who still find some of the“old-school”routesradio ads,billboardsjust as valuable.So dont discount these either.)

211、32PPC(pay-per-click)is a great supplement to your SEO strategy,and its exactly what it sounds like:you bid to place ads in search engine results for specific keywords(“banker jobs in Boston,”“financial analysts in New York,”“virtual bank teller jobs”),and your ad gets displayed on the first page of

212、the search results when users search for those keywords.You pay your bid amount only if users click your ad and visit your careers page.PPC gives you control over whom you targetwhich means youre seen by more qualified talent than the random assortment of job-seekers that job boards can sometimes br

213、ing in.Its also particularly great for hard-to-fill or time-sensitive roles.With Google AdWords,you set your own budget so you dont overspend;and you have access to analytics so you can measure your results,and optimize from there.To target more passive audiences,look into social advertising.Faceboo

214、k and Instagram have enormous reach,and they allow you to target your ads by location,education,job title,and specific areas of expertise.Whats more,they show up unobtrusively as users interact with the interface of both feedsso your target audience is more likely to engage because they dont feel sp

215、ammed.Facebook and Instagram offer a PPC model,which is useful for starting small and experimenting as you growthough theres also a cost-per-thousand-impressions model if your goal is to build brand awareness quickly.“For high-volume roles we did a lot of direct digital advertising,often targeting e

216、arly career associates:colleges and universities,databases like Handshake.But we would also advertise on Spotify.We would advertise on gaming sites for early career technologists.We would advertise on Pandora to get the message out to talent earlier and more effectively than we had in the past.”Paul

217、 Lesser Principal PHL Advisory Services after 28 years at a major financial services institution(ultimately SVP of Human Resources)The essential guide to recruitment marketing in the financial services industry 33The essential guide to recruitment marketing in the financial services industryLinkedIn

218、 offers a number of solutions for attracting and engaging both active and passive talent.Choose your objectives(awareness,consideration,or conversion),select your targeting criteria,choose your format type(sponsored content,dynamic ads,message ads,and more),set your budget,and youre on your way.As w

219、ith Facebook and Instagram,use analytics to optimizeand watch your community of followers grow.Remember,which social platforms you run ads on will depend on the roles youre trying to fill.Compliance and risk professionals,cloud engineers,and corporate strategy professionals might be easier to reach

220、on LinkedIn;while talent for customer-facing services might be easier to reach on Facebook,for example.Finally,experiment with retargeting.Have visitors bounced from your career site,or started filling out job applications but left without submitting them?Theres a good chance that these folks are st

221、ill interestedthey just got distracted and/or ran out of time.Reignite their interest and keep your organization top-of-mind by virtually“following people around”with gentle reminders about your firm.Get on review sites,and actively manage your reputation thereOf course,the first step here is to off

222、er a candidate experience(CX)that youd actually want candidates to share.CX is the collective result of all the interactions talent has with your brand during the hiring process;and employee review sites like Glassdoor,Comparably,and Indeed provide platforms for candidates and employees to share out

223、 their experiences with your organization.This form of social proof“word of mouth”marketingis an important element of your employer brand;it provides prospective candidates with the data they need to decide whether to make the next move with your firm.So get active on those sites.Claim your company

224、profile;add photos that demonstrate your culture and outline your benefits.Then regularly ask current employees for reviews and actively monitor your profiles on those sites.Show job-seekers that employee feedback matters to you by responding to each review thoughtfully.How you show up,participate,a

225、nd respond hereperhaps especially when it comes to negative reviewshelps solidify your employer brand.(Even better,collaborate with HR to seek out,and act on,employee feedback long before employees post their reviews.This way job-seekers will see that youve created an entire feedback culture,in whic

226、h executives and managers prioritize employee happiness,well-being,and belonging.)34The essential guide to recruitment marketing in the financial services industryConsider non-traditional labor sourcesWe touched on this briefly above;but with the labor shortage in the financial services industry its

227、 worth emphasizing.One of the best ways to expand your candidate pool is by looking beyond your companys traditional talent profile:veterans,formerly-incarcerated persons(“second-chance hires”),the long-term unemployed,folks coming out of retirement,workers with disabilities,and so on.Consider how y

228、ou might partner with organizations that serve these demographicsbut also consider what you might do in-house to let those groups know there are opportunities for them in your firm.Financial services firms in particular would also do well to consider alumni networks.The 2007-08 financial crisis,and

229、the bank failures that initiated it,upended the lives of tens of thousands of employees.Corporate alumni networks give firms the opportunity to communicate with former employees who left under favorable circumstances.You can create networking groups on Facebook or LinkedIn,or create a separate proje

230、ct in your CRM to send routine branded campaigns to former employees who might ultimately be boomerang hires.Which brings us to Use a candidate relationship management(CRM)platform to house all your talent data in one placeA CRM is the pillar of a sophisticated talent strategy.It allows talent acqui

231、sition teams to build relationships with prospective candidates and nurture them over time,creating pools of warm leads that accelerate time-to-hire when roles open up in the future.With a good CRM,talent teams can automate outreach campaigns to prospective candidates using a multi-channel approach(

232、email,InMail,text message,etc).They can build“talent communities”that receive regular engagement from your brand.They can engage in“silver medalist campaigns.”(Your CRM should easily serve up talent whove applied in the past and got to a certain stage in the interview process or declined an offer.Th

233、at talent has already been vetted and has previously shown interest in your firm.Re-engage them through a campaign and bring them back into the pipeline.)35The essential guide to recruitment marketing in the financial services industry“A CRM allows organizations to house talent in an infrastructure

234、before they become applicants in your process.It lets you feed information about your organization to individuals in a way thats thoughtfully curatedto keep in touch with talent so if theyre not ready for a position today,they might be a year from now.Essentially it allows an organization to manage

235、and maintain their own subset of the world of viable candidates.”Scott Nevins,TA expert,currently Chief Client Success Officer PeerTown,with 4 years experience in FinServ“I see CRMs as the mark of a mature,sophisticated recruiting organization.CRMs allow you to create outreach campaigns to prospecti

236、ve candidatesideally using a multi-channel approach whereby you follow an email with a text message.They also allow you to build talent communities that receive regular engagement from your brand,and to engage in silver-medalist campaigns.If your organization has been around for a long time,your dat

237、abase is a treasure trove of candidates whove applied to the organization over the years.So why look for candidates externally every time you have a new role?Instead,go into your database and identify talent whove applied in the past and got to a certain stage in the interview process or declined an

238、 offer.Then re-engage them through a campaign and bring them back into the pipeline.”Sydney Mbachu,Head of Global Tech Recruiting Nasdaq 35The essential guide to recruitment marketing in the financial services industry 36The essential guide to recruitment marketing in the financial services industry

239、Ultimately,a CRM should be your recruiting teams source of truth,containing every touchpoint youve ever had with an individual.It allows you to feed information about your organization to talent in a way thats thoughtfully-curated,maintain and deepen relationships with them,and allows them to self-q

240、ualify and self-select as they advance through your automated outreach sequences.Analyze,evaluate,and optimizeTheres little point in implementing a recruitment marketing program if you cant ultimately determine if its doing what you want it to.Collectively,analytics tells the story of howand whereyo

241、ur efforts are paying off.The more you optimize based on those insights(this often means experimentation),the better your conversion rates will be.Of course,youll want to know your numbers before you implement your strategy so you have a baseline from which to improve.Then track the data regularly t

242、o increase your ROI.Gem can help you assess how compelling your outbound messaging is by tracking email metrics like open,reply,and interested rates.37The essential guide to recruitment marketing in the financial services industryEverything weve discussed above can be measuredand luckily,the vast ma

243、jority of it can be automated:Google Analytics will show you how site traffic interacts with your careers page and where that traffic comes from(this is called“referral traffic”)Sourcing solutions like Gem can help you assess how compelling your outbound messaging is by tracking email metrics like o

244、pen,reply,and interested rates Gem also allows you to A/B test your email campaigns,giving you visibility into the email content thats performing best CRMs like Gem offer tailored reports with data such as passthrough rates(so you can see where your hiring process needs some love),and let you measur

245、e the ROI on things like events,campus recruiting,and source channel Your ATS will also give you valuable information about time-to-fill and candidate source Every social platform has its own analytics to help you track engagement and so on 38The essential guide to recruitment marketing in the finan

246、cial services industryHere are some questions youll need to be able to answer for yourself:Whats happened to your application rate(and to your employee retention rate,for that matter)as youve begun clarifying and disseminating your employer brand?How has your pipeline grown in that time?What are the

247、 conversion rates for each channel youre using for your recruitment marketing efforts?What are the rates-of-hire per source?How is your employee referral program performing?What does social engagement look like this month compared to last month?Benchmark yourself internally on these numbers,or use e

248、xternal benchmarks to measure yourself against.Track candidate experience through surveys,which will help you uncover what your employer brand looks like from their perspective.Of course,find out what talents experience was of going through the hiring process with you.But also dig a bit deeper from

249、a branding perspective:How muchand whatdid they know about your org before they entered process with you?If youre just getting started with recruitment marketing,begin with something manageable and focus on what you can do to make that element of your strategy better.There is no“final best practice”

250、for your website,or your outreach,or your approach to social,or your events;youll be evolving for as long as youre selling your organization,and data and metrics will help you do that.So get curious,experiment,and find some joy in the recruitment marketing ride.39The essential guide to recruitment m

251、arketing in the financial services industryHow Gem can help 40The essential guide to recruitment marketing in the financial services industryAccelerate digital transformation with the right talent in placeWin the race for tech talent and accelerate digital transformation.Empower your recruiters to s

252、tand out from the crowd by engaging the right talent,at the right time,with the right message.Nurture and re-engage past relationshipswithout lifting a finger.Automatically engage prospects and candidates at major career milestones with saved search rules and recurring profile data refresh.41The ess

253、ential guide to recruitment marketing in the financial services industryDeliver on your diversity initiatives.Gems top-of-funnel visibility helps you identify opportunities to improve URG outreach and uncover areas to improve equity throughout the process.“Any financial services organization that ha

254、s DE&I initiativeswhich I hope is all of themwill have to engage in direct sourcing for many roles.Tech roles,for example,tend to be niche and challenging to fill;theres also a greater need for diversity there.The same is true of senior-level rolesonce you get to the VP level,DE&I numbers tend to dr

255、op sharply.”Sydney Mbachu,Head of Global Tech Recruiting Nasdaq 42“Were very metrics-and-analytics-driven.We used to create funnel metrics models in Excel that allowed us to do the math.If we wanted to make a hire by February 1st,we knew it took six weeks to hire for that role,and we knew how many c

256、andidates we needed at each stage of the funnel to see an offer-accept,we knew how many candidates we needed at the top of the funneland by whento yield a hire.Gem does that math for us now,and we track it on a week-to-week basis.”Head of Recruiting Technology a leading investment management firmEle

257、vate your brand to attract top talent.Control the narrative of your employer value prop and never miss an opportunity to turn prospects into candidates(and hires!).Take the guesswork out of recruiting with the help of data.Connect all the dots with full-funnel insights that everyone on the team can

258、use to optimize their workflows and improve outcomes.The essential guide to recruitment marketing in the financial services industry2023 Gem,Inc 050423Gems end-to-end modern recruiting solution empowers talent acquisition teams to engage their entire talent network,optimize sourcing efforts,and unco

259、ver actionable insights that guide smarter,forward-looking decisions.Gem works alongside LinkedIn and other places that you source,while integrating with Gmail,Outlook,and your ATS.Find the talent you need to meet hiring targets and scale your teams with Gem.To learn more and see a demo,visit Lauren Shufran,AuthorLauren is a content strategist with a penchant for 16th-century literature.When theyre not trying to solve talent teams pain points,theyre on their yoga mat or hiking Mount Tam.Come at them with your favorite Shakespeare quote.