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16 April 2018

Tips to Improve Your Digital Talent Attraction Marketing Strategy

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Real estate brokerage companies are only as good as their best agent. Recruiters seek the best of the best, but the rules and recruiting platforms have changed. Once upon a time, LinkedIn and other such sites were seen as only a supplement to traditional paper resumes and rounds of interviews. However, technology has changed the competitive landscape by putting the burden of presentation and likeability on the hiring company. Brokerages must evolve or risk missing out on great candidates who have grown accustomed to immediate responses and finding online reviews of the company they are interested in before interviewing. We asked broker Jeff Martel of 43 Degrees North in Idaho what he is doing to be successful. Read on to discover insider tips based on his digital talent attraction marketing strategy.

Dedicated career site or landing page

According to a survey published by Glassdoor for Employers, 79 percent of job seekers use social media in their search. With so much information at their fingertips, many want to see what a company stands for and get a peek at its culture to ensure a good match. Having a dedicated career page offers you the opportunity to demonstrate all of the reasons why potential recruits will want to work for your company.  Here you can highlight everything you offer, from marketing to tools and training.  This is also the ideal place to put a spotlight on some of your existing agents.  Capture some testimonials from your team about the support and resources you offer, or simply why they love working with you.  The site will also allow you to showcase your company culture.  Take plenty of candid pictures of events around the office.

Targeted Facebook recruiting ads

‘Now hiring’ signs are a thing of the past. Your recruiting ad must start with great visuals. Highlight job responsibilities, culture, and the numerous perks of being a BHGRE agent. Post your ad and boost it. Facebook’s ad targeting is truly a feat of modern technology. Make sure you know exactly who you want, search for those demographics, and set the location to enable geotargeting. Demographic examples include those who have liked other real estate brands and have similar interests, such as house flipping or real estate in general. Remarketing means continuously marketing to prospects even if they have already left your website. Similarly, remarketing allows you to reach those who have already visited your site and are familiar with the brand. This type of advertising seeks to get interested parties back to your site to look again.

Provide lists to Adwerx

Build awareness among potential recruits by providing a targeted list of agents to Adwerx. Your customized banner ads are then served up on top websites, mobile apps and Facebook.  When a prospect is on the web, your ad appears to remind them of your services.

Support existing agents

When one of his agents gets a good review, Martel shares it on 43 Degrees North’s Facebook page and tags the client to thank them for their positive feedback.  He also tags the agent.  Not only does this recognize the customer, but the agent appreciates the shout out.  In addition, agents are often friends with other agents so that message is amplified to reach the right audience. This is the perfect example of how culture can be a draw to a candidate. People want to work where they feel appreciated and recognized.

Recruit superstars with an improved digital talent attraction marketing strategy.

 

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