Steven Ehrlich, Global VP, Client Development, TMP Worldwide

Technology has changed so much over the past 20 years, affecting almost all aspects of life and work. One area significantly impacted by technology is the job search. Gone are the days when jobseekers eagerly awaited the arrival of the Sunday newspaper to peruse the classified job ads, pen in hand and ready to circle ads of interest. With the emergence of online job boards, employers were able to take their ads out of newspapers and onto the Internet.

The proliferation of the job boards caused a paradigm shift for the candidate job search. No longer did jobseekers need to sort through pages of listings full of positions that failed to fit their background and experience. Instead, using the search function on a job board, jobseekers were presented with a list of open jobs matching their industry, experience and location in a matter of seconds.

As technology advanced further, candidates could bypass the job boards, relying instead on major search engines like Google to look for job postings. Rather than limiting themselves to searching only the positions listed on a specific job board, this tactic gave candidates access to all available jobs in their field. Provided companies had optimized their job listings, their ads could be found by all jobseekers, regardless of where they posted their positions.

Go Beyond Getting Found

As the world becomes more technology-enabled, the way in which candidates search for and learn about jobs is shifting once again. Although search engines remain one of the most widely used methods for looking for jobs, social and mobile technology are playing a more prominent role. In the past, employers simply had to post their jobs on the standard medium of the time, and jobseekers would flock to them. But in today’s increasingly social environment, simply waiting to be found is no longer a practical strategy. Instead, companies are expected to market content to candidates, delivering value to them with every interaction.

Companies that don’t proactively reach out to prospective candidates will struggle to be found amid a sea of other employers competing for top talent. And the employers who do are still challenged to compete with all of the other entities grasping for jobseekers’ attention throughout the day. Employers who figure out how to go beyond getting found and learn how to deliver valuable content to their target audience will not only attract more jobseekers; they will also strengthen their employment brand and create talent pipelines that ensure future success.

Consider the following steps for leveraging social and mobile technology to ensure meaningful interactions with candidates and break through the noise to truly engage them:

Start from the Beginning

The first step in being found online is to write detailed job descriptions, using appropriate tags and keywords to ensure the jobs are properly optimized. Also important is developing a plan for traditional job searches that addresses the way people behave by including geographical and functional job role searches. Knowing how to leverage social networks is another foundational aspect, as these sites are indexed by search engines.

Give the Audience What it Wants

In order for an audience to spread the word about your employment brand, they must receive quality content of interest to them. Connecting with the audience is more than just being a message broadcaster; it requires real engagement with candidates. Sharing interesting, consumable content that is not just appealing to your network of followers, but to their connections as well, is crucial in carrying the message forward.

Meet Talent Where They Are

Limiting “findability” to the company career site or job boards will do little to extend and enhance brand engagement, and counting on guiding people to where your jobs are posted is not an effective strategy. Instead, participate in areas where the target audience is active, such as LinkedIn, Facebook or another proprietary community. Remember, candidates can now apply from anywhere they find you thanks to all manner of widgets.

Understand Value of Micro-interactions

Whether someone is purchasing a new product or procuring a new position, social involvement is powered by micro-interactions – simple online actions such as liking a post, sharing a tweet or sharing a link with one’s network. Paying attention to these micro-interactions and what drives them can help leverage social media as way to spread the word about the employment brand. Third-party endorsements, such as when someone posts about a cool company or job, are highly effective in garnering attention.

Embrace Mobile Technology

Today, more than 15 percent of traffic to career sites comes from mobile devices.[1] As smart-phones become ubiquitous and mobile devices more action-oriented, it is time for organizations to capitalize on mobile technology as a way to deliver greater value and a quality candidate experience.

Foster Brand Ambassadors

While not every candidate will be a right fit for the organization, it is still important to provide a positive candidate experience to those jobseekers who choose to engage with you. Doing so gives even rejected candidates reason to be brand ambassadors who speak highly of the organization. When candidates have a bad experience, they become brand detractors. Since it is difficult and expensive to garner candidates’ attention, it is well worth the effort to keep it and ensure an ongoing and positive relationship.

Carrying the Conversation Forward

In today’s social and mobile world, there are a number of ways in which employers can connect to interested candidates. But in order to ensure that those interactions are productive — in terms of gaining interest from talent and establishing ongoing relationships with candidates — organizations have to reassess how they deliver their content. It’s no longer enough to put job postings in jobseekers’ laps. Employers have to be more creative and utilize all channels available to them to fully excite and engage the target audience and convince them they want to work for the company. Employers who identify top talent and initiate and continue a conversation with them will have a significant advantage in their recruiting activities.

[1] TMP Analytics, TMP Worldwide, June 2012

Steve Ehrlich is an expert on emerging tools and technologies and has helped a multitude of organizations to enhance brand articulation and recruitment. He is a thought leader and frequent speaker on the subjects of leveraging social media, incorporating new technology and improving employer brand. Follow TMP Worldwide on Twitter @tmpww.