• Stand Out by Segmenting Candidates to Customize Your Marketing

    Spotlight for Recruiting Professionals
    March 19, 2014

    Employers today must use targeted strategies to differentiate their brands and attract future employees. One way they do so is by incorporating candidate segmentation into their marketing messages. Use these strategies in your marketing efforts to segmented candidates:

    • Understand the goal—The goal is not only to differentiate your organization from your competitors for talent, but also to differentiate your messages to the various candidate segments you identify. Understand your candidates’ behaviors and preferences, and tailor your employment marketing strategies to better engage and attract them.
    • Be strategic in your planning—Review your organization’s talent needs, break up the candidates you’re seeking into distinct segments, and formulate a strategy for reaching and marketing to the segments identified, according to the unique needs and desires of each. For example, your segments can include those created according to geographic criteria or based on variables, such as age, gender, occupation, or education.
    • Make sure your efforts are manageable—While you can also create sub-segments of your groups, don’t create so many segments that you can’t measure or keep track of all of them. Try starting small—with geographic segmentation, for instance, then add demographic segmentation and build out from there.
    • Research what candidates want and expect—Conduct both quantitative (employee opinion surveys and candidate surveys) and qualitative (focus groups with each of the segments) research to gauge employee perceptions of and experiences with your organization. Also, look at third-party research to gain insight into what today’s job seekers are looking for in an employer.
    • Make decisions based on your research findings—Understand what resonates with your key candidate segments and create messaging that will convey specifically for them why your organization is a great place to work.
    • Formulate your employer brand strategy—Create a universal set of employment experience attributes from which all candidate messaging is formed. But when trying to convey the reality of experience to an individual segment, highlight certain attributes that are most important to them.