While employer career pages may be mobile ‘responsive’, their Apply Experience still leaves much to be desired. If you consider that nearly half of all web traffic comes from mobile devices, you can see it represents a huge problem for employers when it comes to converting job seekers into applicants.
Over the past few weeks I have noticed some of my HR contacts complain about vendors on their social media feeds. Firms seem to be spamming them outright which is bad for the rest of you trying to sell into HR the right way.
Content marketing tips for HR Tech Vendors
The following is an excerpt from my latest ebook entitled the Essential Marketing Guide for HR Tech Vendors and Startups.
Recruiters and HR people are arguably the busiest people at any company today. They are managing multiple reqs or putting out fire after fire while trying to please management.
I think the four messages that resonate most with them in general are;
Save me time
Save me money
Make my job easier
Get me quality applicants
Be sure your messaging has elements of some or all of these. Integration with other technologies like an applicant tracking systems is also a key feature request from HR. If your product doesn’t play nice, that’s a hurdle you need to be aware of. Expect questions about possible integrations when demo’ing your tool.
NOTE: Josh Bersin, the HR Tech analyst calls it “integrated talent management”.
When it comes to HR software there is a big push from employers to have integrated suites that do everything. We are seeing a big push from vendors who offer well rounded set of features.
Take Snagajob for instance, the job board company just bought PeopleMatter a HR system for managing hourly workers. For years, CareerBuilder was just a job board. But even they have broadened their offerings. Now they serve employers needs from soup to nuts.
Because of this if your product does not integrate well into these new and powerful HR systems your product may struggle to gain acceptance until you do.
Tout your numbers if you have them. I was speaking to an exec at an entry level job site recently who asked what he should lead with as far as wording on his marketing and landing pages. “What are your numbers?”, I asked. “2.5 million profiles of college students and recent grads”, he replied. “Lead with that”, I said. Those are the kinds of things recruiters like to hear.
I've just put the finishing touches on my first ebook for HR Tech vendors and startups. In it I teach and inform you on how to market your product to HR professionals and recruiters. With more than 40 pages on content that cover everything from messaging to social media it's a must have for any startup or veteran marketer.
Here's whats in it...
- Messaging - What HR Wants to Hear from Vendors
- When to Approach - Best times of day/week to make your pitch
- Tools, Tactics & Channels
- Content Marketing - what to create and how to do it
- Social Media - how to leverage these channels for free traffic and brand awareness
- Guest posting - my list of favorites sites to get published in
- Conferences - the blisg list of events to attend throughout the year
- Prospecting - tips for email/phone
- Webinars - best practices
- Advertising - where to advertise your message including my list of industry related sites
- Your Website - tips to maximize your own site
- Influencers - my list of the best industry pros to engage if you want help marketing your product