Today we’re going to focus on the way you should be communicating with your candidates. What channels you can use, as well as when and how to use them.
You have your basic means of communication: Phone calls, emails, texting, printed or digital press, and social media. Each one of these is meant for a specific target and situation. There are some occasions when you’ll be able to use a combination of two or more channels at the same time. This is what marketing professionals refer to as a “media mix” and it is used to maximize the reach of your communications as well as to improve response rate.
Who Are You Trying to Reach?
One of the major factors that will come into play when using a combination of communication channels is your target audience. Consider things like demographics, how many people you’re trying to reach, and the urgency of the message.
Imagine you’re looking for young workers for a new project. We’re talking mostly about Millennials and Generation Z candidates. Would you try to reach out to them using the press? We’re sure the results would be less satisfactory than if you focused more of your time and effort on social media. On the other hand, if you were looking to engage an older audience, using more traditional means of communication would probably be more successful.
But, are you trying to contact a specific candidate or a larger group? Chances are that if you’re reaching out to a single candidate it’s because they are “the one”, so a phone call or a personalized email would be your best option. However, if you’re communicating with a group of candidates, calling each one of them can prove to be very time consuming. You may opt for something like an email as it allows you to reach several people simultaneously.
Channels and Audiences
We already mentioned how silly it would be to try to reach a younger audience using the press. It is true that diverse generational groups respond very differently to various forms of communication. Each type of candidate will react differently to the channel you choose to use, so you need to have established a clear candidate persona first to know what medium to use:
• Phone calls: It’s the most traditional and reliable method of communication; it’s immediate and relatively cheap. Yet it’s not always for everyone. Millennials and younger generations are particularly reluctant to speaking on the phone. They prefer other methods of communications such as emails or texting. Writing an answer gives them the time to really think about what they want to convey and put into words more carefully than they would over the phone.
• Emails: The holy grail of communications. This is the middle ground of all the available channels. In this modern age, almost everyone knows how to read and respond to an email. Furthermore, most job seekers have a smartphone that allows them to receive and send emails when they’re on the go. The only low point for emails is that sometimes people like to take the time to draft their responses at a moment of calm during the day, so it may not be as immediate as a call or a text.
• Texting: This one is a tricky thing. Texting lies right on the line between acceptable communication channel and something too casual to use for this. It is important to ask for permission from the candidate before using texting as a way of communicating, as they may or may not be charged for the service by their phone provider. Sending a text is ideal for quick and short messages but it is also mostly used by younger generations.
• Social Media: The last channel we’re discussing should be used mostly as a one-directional form of communication. It should be a medium for you to reach out to large masses of people. There are some specific scenarios when a candidate may reach out to you through Direct Messages, but it is usually to resolve questions or inquiries regarding the recruitment process.
• In Person: The most reliable and simple way to communicate with your candidates is simply having a good old face-to-face. Speaking in person provides both parties a way to get their points across and respond immediately to one another. This is a medium of communication that is effective with all sorts of candidates. The most common places where you’ll be able to speak directly with applicants would be in your office or at a job fair.
Knowing who you’re trying to reach and taking advantage of all the channels of communication available will definitely increase the efficiency of your recruitment process, and improve your candidate’s experience by default.
Content Marketing Editor at neuvoo