In March, job vacancies in the United States reached a record 11.5 millionrevealing the continuing impact of a national labor shortage spurred by the COVID-19 pandemic.
According to a recent report by the National Federation of Independent Businesses, 47% of small businesses still had job openings they were unable to fill in April, 93% of these companies declared that they had few or no qualified candidates.
Across the country, businesses continue to struggle to find workers to fill vacancies. While the labor shortage itself is a complex issue with many contributing factors, brands today have a surprisingly effective outreach option when it comes to recruitment.
Whether the goal is to build awareness, sell a product, or hire the right employee, influencer marketing can open the door to authentic brand engagement that gets results.
A STRONGER RECRUITMENT STRATEGY
Influencer marketing can help brands enrich their recruitment strategy by reaching future employees where they already are: social media platforms.
There are now more ways than ever for workers to search for jobs outside of traditional job boards and advertisements. Partnering with the right influencers can increase employer visibility while leveraging the trust and credibility built up over time between an influencer and their followers.
Consider the difference between a vacancy posted on a job search website and a brand-aligned influencer sharing their own personal opinion on the benefits of working for an organization. Some examples :
- Parenting-focused influencers explain how they can work flexible part-time for a rideshare brand
- College student-athletes promoting local holiday retail opportunities for a national sportswear brand
- Green supermarket brand employees communicating their genuine enthusiasm for work and their employer’s environmental actions and values
- Beauty/personal care influencers promoting openings at a national beauty retailer with personal comments on training, benefits, discounts, etc.
Essentially, influencer marketing helps brands reach potential candidates with personalized and relevant messaging that goes far beyond traditional job descriptions.
GEO-TARGETED AWARENESS OF CANDIDATES
Geo-targeted influencer campaigns can reach potential candidates by incorporating the influencer’s location, as well as their associated influence within that location.
Influencers can share local, regional or national brand openings through a “local lens” by adding their own relevant commentary. Properly selected local influencers can spark the right kind of interest by connecting with like-minded audiences and sharing the benefits of employer branding.
People are often inspired to try a new restaurant or product in their area when someone in their social circle recommends it. Geo-targeted influencer outreach can lend the same power to recruiting messaging, driving the right kind of awareness around job postings.
BRAND CREATION THROUGH RECRUITMENT AWARENESS
Brands that partner with relevant influencers for recruitment campaigns can help build employer brand awareness and affinity over time.
While marketers tend to associate influencers with promoting specific products and services, their recommendations can broaden and deepen brand identities. Influencers can publicize specific job openings while contributing to a brand’s overall presence in a meaningful way.
Today’s influencers are skilled content creators who know their audience inside and out. Who better to introduce job opportunities to a new pool of potential talent, while encouraging genuine brand/consumer connections and points of engagement?
Some brands may find that the best influencers they can find are already within their ranks. Encourage passionate employees to become brand ambassadors by sharing career opportunities in their own social circles.
Do not be afraid to be creative: the content should not be limited to a link to a job offer. Think outside the box with ideas like virtual office tours, insights shared by influencers on how a company lives up to its values, fun insights into company culture, training and short-term development opportunities. and long term, and more.
Ultimately, there’s no simple solution to today’s labor shortage, but influencer marketing offers a particularly powerful way for brands to connect with potential employees. With so many job seekers and jobs available right now, candidates are looking to cut through the noise and find the personal feedback and relevant recommendations that will ultimately inform their job search decisions.
