As the competition for high-end talents gradually intensifies, if HR wants to obtain more high-quality talent resources, it needs to design special recruitment and marketing strategies for high-end talents, such as jumping out of the recruitment cycle, inviting all kinds of suitable high-quality talents to join the talent community, and building relationships with them. We will establish a long-term and close relationship so that when these talents are looking for job opportunities, they can submit their resumes to your company as soon as possible.
Good content can attract talents to join the community, deepen new members' interest in the company, and maintain the activity of old members. However, after many HRs build talent communities, they don’t know what kind of content can effectively catch the attention of talents. Today we will take stock of how to operate the content of talent communities?
Before establishing a long-term relationship, you need to let the talent have a preliminary understanding of the company to increase the talent's trust in the company. For example, you can add a short company introduction article, picture or video to the head section of the talent community page or in the welcome letter of the talent community. The content does not need to be long, just convey the company's advantages and culture in a concise and succinct way to help the company leave a good first impression in the minds of talents.
In addition, when sending a welcome letter to new members, you can design some personalized words to make candidates feel a sincere invitation from the company instead of receiving a cookie-cutter marketing email.
After successfully breaking the ice, if companies want to deepen their relationship with talents, they need to make them realize that they can obtain various values through the talent community. Therefore, HR can be used as an information source to output a series of valuable content to stimulate talents’ interest in the company. The following content is for reference:
· Industry information: What new policies/trends are there in the industry? Whether competing products have new products/technologies released online; in-depth industry research or white papers; the company’s views on the future of the industry Insights into trends;
· Company news: Whether the company has recently received a new round of financing; whether the media has reported on the company; or whether an authoritative organization has issued awards and certifications to the company; the company has recently released What new products/technologies? You can even send some in-enterprise purchase coupons to members;
· Employee Voice: Through employee self-reports or third-party interviews, convey corporate culture, employee benefits or work content in multiple dimensions, and sort out a good employer brand image;
If you want to truly transform talent community members into recruitment reserve resources, HR needs to establish long-term and stable relationships with them, rather than just sending an invitation email when a job vacancy occurs. You can refer to the following content types to interact with talents and connect emotionally. :
· Event invitation:When the company holds various activities such as seminars/live broadcasts/opendays/events, you can invite talents to participate, which not only increases the participation of the event, but also It can provide community members with the opportunity to have close contact with enterprises
· Holiday greetings: When sending holiday greetings, companies can combine holiday hot spots for marketing, such as designing exclusive holiday posters or greeting cards, adding talent information to them for personalized operations, etc. ;
·Birthday greetings:You can set up scheduled birthday greeting emails, or even prepare a birthday gift, so that talents can feel the exclusive care from the company;
· Recent greetings:Ask talents whether there have been any recent changes in their careers and whether their future career plans have been adjusted. HR can adjust their labels and positioning based on the talents’ responses. to optimize subsequent operational strategies.
When you are ready to guide members of the talent community into the recruitment funnel, in addition to inviting them to update their resumes, you can also send the following content to increase their motivation to submit:
· Job vacancies:You can recommend suitable positions to talents based on their skills and interests, so that they can submit their resumes in a targeted manner. This will also save HR the time of screening resumes. Time;
· Recruitment warm-up: When a company is preparing to launch school recruitment or other large-scale recruitment projects, HR can release recruitment information to community members in advance and remind them that this is a talent community Exclusive privilege - know the company's recruitment trends in advance to give members a unique sense of honor;
·Interviewing skills:If the position recruited by the company is more complex, or there are more rounds of interviews, HR can prepare some interview skills for community members to reduce their concerns about the long interview process. Discomfort;
·Internal referral activities:Even if some members in the community may not match the positions currently being recruited by the company, the company can also invite them to join the ranks of internal referrals and tap members. network of peers in the industry to further expand talent source channels.
The above are the basic skills for talent community operations. Friends who want to further improve the effectiveness of talent community operations can try the following methods:
·Refined classification:Each member has different preferences for content. Enterprises can first classify community members according to the attributes and skills of talents, and adopt targeted content Operational strategies, such as pushing more technology weekly and technology forum event invitations to technical talents, to achieve personalized operations for thousands of people.
· Regular maintenance:Whether it is content updates on the talent community page or interactive emails with candidates, companies need to plan the frequency of content release in a planned manner, not three days After two days of fishing and drying the net, the activity of the talent community gradually declined, making it difficult to activate talents later.
· Cooperate with the employing department:Compared with HR, the employing department often has a better understanding of the content preferences of target talents and can also produce more professional content.
· Analysis and review:Is your content operation suitable for talents? Data can prove everything. You can analyze the attractiveness of the content from the perspective of content opening rate, email response rate, etc. If the data is not good, is the title not attractive enough or the theme not interesting enough? This will provide a basis for subsequent adjustments to your content strategy.
Talent community content operation is not something that can be achieved overnight. It is more like a subtle influence on members of the community. Companies need to be patient enough to cultivate extremely loyal community users. When companies urgently need key talents in the future, they will be the first to do so. To fill in the gaps, I hope this article can inspire you all.