Big Picture - October 2020 - 8

Digital Marketing for Recruitment
and Lead Generation BY HELENE KELLY, CLAY COMMUNICATIONS & MARKETING
USING SOCIAL MEDIA EFFECTIVELY
Another avenue not to be overlooked is your social
media platforms. Your corporate Facebook page is an
excellent tool to use for posting jobs. Under the "Jobs"
tab, you can custom tailor your geographic area, i.e.
where in the US you want your ad to appear as well as
the age range of people you want to reach and many
other specifications. The best part of Facebook advertising is it's one of the most affordable ways to reach
thousands of people. Don't forget to use the "boost"
feature, which extends your reach (for a nominal cost.)
Use part of that same Facebook post to tweet your
job openings. Write a quick message about why your
company is a great place to work, citing benefits,
upward movement in the company, longevity, security,
and leadership in your industry. Tweet your job opening text and post your logo on Instagram with a quick
With the apparent, longer-than-expect impacts of
COVID-19 and no clear date in sight when a global vaccine will be available, wide-format printing companies
are acclimating to the full use of digital platforms in all
areas of their business.

RECRUITMENT
The June 2020 jobs report showed that nearly 18 million Americans are out of work. That means the labor
pool is ripe for wide-format companies that are looking
to fill jobs. Granted, a small percentage of these workers have the skill set wide-format shops require, but it
October 2020

still provides an opportunity. Due to COVID-19 negating
in-person interviews, commonly used sites like Indeed,
Glassdoor, LinkedIn, Career Builder, and Monster are
now the leading avenues people who are seeking
employment use. Now that government subsidies have

BIG PICTURE

ended, utilizing the various online recruitment compa-

caption of the job description. Craft a LinkedIn article
about how great it is to work for your company. Include
quotes from employees on what they like best about
working for your company. All these points will help to
attract higher quality candidates.

UTILIZE THE TOOLS YOU ALREADY HAVE
Don't forget to post a banner on the home page of your
website regarding job postings and new product
updates. Your website should be working for you. Every
visit by every visitor, whether it be a current customer,
partner, or vendor, is a potential lead to a product sale
or future employee. Leverage your site and all your
social media platforms to expand your reach and truly
adopt a viral mentality. We used to call it "tell a friend"
or "word of mouth," but the basic premise remains the
same: spreading the word through all your contacts,
virtually for free.

nies is a great starting point. If you don't have an

MARKETING AND SALES

in-house marketing person, make sure you have a cre-

The same goes for your marketing communications and

ative employee write the ad. You want it to sound excit-

sales efforts. Make full use of your social media plat-

ing and rewarding, and, most importantly, show there's

forms. If you don't have them developed or they're old,

room for advancement. Latest research shows that

make time to update them or hire someone who can. It

benefit is more coveted than salary requirements, in

doesn't take much time or effort, but the exposure

some instances.

you'll get is priceless.

Big Picture - October 2020

Table of Contents for the Digital Edition of Big Picture - October 2020