Conventional recruiting strategies are now no longer sufficient for organisations in today’s talent-driven market. In order to draw in and keep top talent candidate engagement is an act of proactively reaching out to and developing prospective employees—has become essential. An offer letter or a job posting are not the only ways that engagement begins and ends. It takes constant work, and the secret to standing out in a crowded job market is individuality and inventiveness.
With more options than ever before, job seekers now expect a straightforward and joyful recruitment process. Research indicates that 72% of applicants with negative experiences will disclose it to the public, harming an organization’s reputation as an employer. However, when businesses interact well, they leave a good impression that can inspire prospects to become ardent supporters, even if they aren’t recruited right away.
Here are creative strategies that can help you build deeper, more meaningful connections with candidates throughout the hiring journey.
1. Build an Authentic Employer Brand
Your employer brand is the first impression candidates will have of your organisation. This brand must reflect the company’s mission, culture, and values authentically. Candidates are astute; they can tell when a marketing message is contrived or inauthentic. In fact, 86% of candidates feel the employer’s brand is important in their choice to apply for a position.
How can you Get Creative:
- Create behind-the-scenes content: Use videos, blog entries, and social media to demonstrate the realities of working at your organisation. Instead of polished corporate videos, try spontaneous staff interviews that showcase day-to-day experiences from multiple teams. For example, Google’s Careers YouTube Channel features videos of employees discussing their experiences and challenges, providing potential candidates a true sense of the business culture.
- Showcase diverse voices: Candidates want to see themselves reflected in your workforce. Highlight employees from diverse backgrounds and departments, and let them share their personal journeys. Salesforce is a great example of a company that frequently showcases employee stories focused on diversity, inclusion, and innovation.
2. Personalize the Candidate Journey
Gone are the days of generic emails and impersonal interactions. Candidates want to feel like more than just another resume in a stack. Personalization goes a long way in creating a positive candidate experience and making them feel valued throughout the hiring process.
How to Get Creative:
- Tailor communication to the individual: Use technology like AI-driven recruitment platforms to customize communication. For example, a follow-up email can address the candidate by name, mention specific skills or projects they listed on their resume, and explain how those align with the position they’re applying for. Personalized touchpoints at every stage make the process feel more human and engaging.
- Interactive application process: Incorporate elements that allow candidates to showcase their skills beyond just submitting a resume. Tools like HireVue offer digital assessments and video interviews where candidates can show their creativity or problem-solving skills. Spotify, for example, uses creative coding challenges for its tech roles, allowing candidates to express their expertise in an engaging way.
3. Leverage Social Media and Digital Campaigns
Social media is not just for marketing products; it’s an incredibly powerful tool for engaging with potential candidates. By creating targeted campaigns and actively engaging with your audience, you can attract talent and build lasting relationships before they even apply.
How to Get Creative:
- Run social media challenges: Host challenges that align with the skills or culture you’re looking to promote. For example, a design firm could run a #DesignChallenge where participants share their creative work online. Winners could receive a company-sponsored prize or even a fast-track interview. These campaigns not only help you discover new talent but also promote your brand in an organic and fun way.
- Launch referral campaigns: Encourage your employees to promote job openings on their personal social media by offering incentives like referral bonuses. Many companies like Zappos have found success in using employee networks as a source of quality hires.
4. Create Immersive Candidate Experiences
Candidate involvement does not end once an application has submitted their resume. Businesses can build immersive experiences during the interview and evaluation process to help candidates imagine themselves as part of the team while also keeping them enthused about the opportunity to join the organisation.
How to Get Creative:
- Virtual reality office tours: If candidates can’t visit your office in person, bring the office to them. Some companies are using virtual reality (VR) to give applicants an immersive tour of their workspace and culture. L’Oreal has pioneered the use of VR to offer virtual tours of their offices and labs, allowing candidates to experience the environment without needing to travel.
- Interactive assessments: Turn traditional job assessments into interactive and engaging exercises. For instance, companies like Deloitte use gamified assessments that let candidates solve problems in a virtual environment, providing both a fun challenge and an accurate gauge of their skills.
5. Nurture Candidates with Continuous Engagement
Not every prospect you engage with will be hired right away, but that doesn’t mean the relationship has to stop. Maintaining regular connection with potential candidates keeps you on their radar for future prospects. Consider it as establishing a talent community—a pool of people that can be drawn on over time.
How to Get Creative:
- Candidate newsletters: Keep candidates in the loop about what’s happening in your company by sending monthly or quarterly newsletters. Include stories of recent hires, employee achievements, or company projects. For example, Intel keeps past candidates engaged by regularly sharing content on their industry advancements and work culture through email campaigns.
- Candidate engagement events: Host exclusive virtual or in-person events, such as Ask Me Anything (AMA) sessions with department leaders, job preview days, or alumni events for previous applicants. These can create excitement and keep top candidates interested even if they didn’t get hired initially.
6. Use Data and AI to Improve Engagement
With advanced recruitment technology, companies can gather real-time feedback and analyze engagement metrics to refine their approach. The use of AI-powered chatbots, predictive analytics, and data-driven recruitment platforms can help enhance candidate experience.
How to Get Creative:
- AI-driven chatbots: Implement chatbots on your career site to provide real-time answers to common candidate queries. Unilever uses AI-powered chatbots in their recruitment process to engage candidates, answer questions, and even conduct initial screenings, making the process more interactive.
- Data-driven personalization: Use analytics to understand candidate preferences and engagement patterns. By tracking which types of content are most popular with candidates (e.g., blog posts, videos, or webinars), you can deliver tailored experiences that align with their interests.
Also Read: Why should CA Invest In A Website For A Strong Online Presence?
Conclusion: Creativity and Engagement Go Hand in Hand
In today’s competitive employment market, applicant engagement is no longer a “nice to have” and it is a requirement. Companies that go further than the norm, employing creativity, personalisation, and technology to foster long-term relationships with candidates, stand out. These tactics, whether they use immersive experiences, AI-driven personalisation, or social media, guarantee that new workers feel appreciated, engaged, and enthused about working for your company.
Engaging applicants creatively not only attracts top talent, but it also develops your employer brand, increases retention rates, and contributes to long-term success. As the job market evolves, remaining imaginative in your candidate engagement activities will be critical to staying ahead of the competition.
