Supplemental resources for Independent Electrical Contractors (IEC) association Insights article,
"State of the Labor Shortage & Actions for Today" Jan/Feb 2017 edition, State of the Industry
I know that each contractors' situation is unique and that each Tip could be its own article. If you have questions specific to your company or want clarification, please reach out for a quick chat and I'll be happy to freely answer your questions in detail.
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Define your Ideal Employee
- Click HERE for more on defining your Ideal Employee
Website Careers Page
Free eBook "5 Things Any EC Can Fix This Week on Their Website to Increase Hiring Leads". Download your copy HERE.
From Inc.com, 11 Interesting Hiring Statistics You Should Know.
A note on terminology and language use in recruitment marketing to your Ideal Employee... For example, if you are hiring for apprentice positions, what does that term actually mean? Try lining the Apprentice Employee Value Proposition out in common language, paired with industry speak, to make it clear to your offer applies, or who it does not. This is not only a filtering tactic, but provides a valuable piece of information for the person beginning the journey to an electrical career by defining roles and processes to build a career, as well as highlighting benefits... always front-load with the benefits to hook attention.
The question often arises regarding what to do about negative comments and fears around receiving negative reviews as being a detriment to fully utilizing social media, testimonials, and reviews in recruitment strategies. Here are a couple fun stats from Revoo Insight research in 2013, "68% of consumers trust reviews more when they see both good and bad reviews. 95% suspect censorship or faked reviews when they don't see bad scores." If you share this concern, I encourage you to dig into the following resources and then draft a company guideline to keep social proof/media actions consistent across all online platforms.
What is a Social Media Troll and how do they differ from a honest disagreement or constructive criticism reviews? This article breaks it down nicely. How to Deal with Trolls on Social Media
Instructions on how to set your Facebook Page up to block Trolls is HERE.
Advice on how to handle negative reviews to your company's advantage. How to Handle Negative Comments on Social Media like a Pro
Social Proof in Higher Education, examples of use in recruitment marketing for colleges.
More on Social Proof and avatars
Inbound Recruitment Marketing Strategy
IEC is hosting a training webinar on this subject with me as the guest speaker. Please, visit the IEC training page to register for the April 12th webinar.
What is an 'autoresponder'? And, why would I use it? The key pieces are timely delivery of information to the current reality of short attention spans, labor savings and effective communication with an interested group of people. Keep your mailings relevant to the recipients to increase open/click rates and mind the CAN-SPAM laws. There are many autoresponders, from simple to complex. Simply Google 'autoresponder' to begin exploration.
You've already invested in building a strong online presence? Verify that the various platforms have a consistent hiring message, each have links to the other (make it easy for web researching candidates to learn more about your awesome EVP), and social proof is readily available.
Other tactics to consider including
Use your contact list: Consistently post/email relevant opportunity offers to your existing candidate email list. An offer doesn't always have to be, "Hire with us", it can also be a note about a great educational event, a meet and greet evening, or fun safety/training video. Look from their perspective and ask, "what would be interesting, valuable and worth bothering to open an email?" Experiment with sending those type of emails and then sprinkling in the 'asks' of 'come work for us!'
Network with local college career advisors: It is to their advantage to see graduates place in high income careers, like skilled trades, as that is one of the metrics that determines their funding. So, make it a win for everyone, as we all know not everyone will find a career in their educational field immediately out of college and dropout rates are high, by taking the time to educate receptive career advisors on your EVP. I've been told it would be useful if an advisor had a handy single page paper to hand out detailing the EVP...
Viral offer to current ideal employees: Consider offering current employees a bonus for referrals as well as a hire on bonus. Viral offers allow us to give a gift, while receiving a gift. This is a marketing tactic that increases conversion for referrals, perhaps it is a match in some form for your company.
First, define what you want to measure and why. Some different goals may include total reach of an ad (how many people it was viewed by), conversions (how many viewers took the action that you wanted them to take), or how many leads became ideal employees from different recruiting outreaches.
The 'what' will help you decide how to measure.
Social media platforms, like Facebook and LinkedIn, have metrics reporting built in for reporting reach, engagement and clicks. Job boards, like Glassdoor and Monster, have more advanced metrics for tracking costs per click in addition to the social media reporting. But, how do you track return on a job fair? Those that take a card, but don't apply right then? Or, from emails you send out to ask your current employees for referrals? In it's simplest form, tracking this can be an excel spreadsheet that a recruiter fills in when a new hire responds to a "How did you hear about us?" questions. More advanced could track calls to a dedicated phone number per outreach (the service will redirect the call after tracking it), or using dedicated domain name websites with traffic and tracking pixels to measure response from an outreach.
Whichever you choose to deploy, consider organizing the capture of lead contact information in a CRM. Timely follow up, paired with relevant messaging, can take a lead you've already purchased with time or ad spend and convert them into an employee meeting your workforce needs.