In this day and age, creating and maintaining a professional online presence is crucial to successful real estate recruitment. After all, more applicants are now primarily searching for work using the Internet. While creating your own online application portal is a good start, it will all be pointless if nobody knows that it exists. Additionally, posting job ads on forums and social media platforms won’t do much if they fail to reach your ideal candidates.
The good news is that you can leverage your brokerage’s online presence to attract top-notch talent. In fact, many successful real estate agencies such as KW recruiting make use of digital marketing techniques to boost the effectiveness of their recruitment campaigns. If you’d like to give it a try, here are three ideas for incorporating Internet marketing strategies into your own recruitment process:
Determine Your Applicant Personas
When coming up with a digital marketing campaign, the first thing you need to do is craft your buyer persona. This is a research-based profile that describes what your ideal customer is like, how they spend their time and the challenges that they face. It’s also common for a business to have multiple buyer personas in case they serve several different industries and niches.
By determining a buyer persona, companies can better tailor their marketing campaigns to their ideal customers based on their pain points and personal goals. This kind of messaging helps brands show that they understand and care about their customers. In turn, these customers will be more likely to trust and do business with said brands.
In the world of real estate recruitment, you can achieve the same results by creating a detailed applicant persona. It functions much the same way as a buyer persona, digging into the reasons why an applicant would consider joining your agency. This profile should cover how your ideal candidate looks for information, their average level of education, their previous job experience, and what they value most when it comes to making career decisions.
Invest in Quality Content Marketing
Put simply, content marketing refers to the creation and distribution of relevant content that’s attractive to your target market. By consistently delivering valuable information to your customers, you’ll slowly build up their trust and loyalty in your brand, eventually leading to a sale.
Given that a candidate’s perception of your agency will influence whether they’ll apply or not, investing in content marketing should be a no-brainer. With the right approach, you can build a solid brand image that will encourage the right candidates to join your team.
When researching your agency, the first place that most applicants will land on is your company website. Thus, you’ll want to make your website look as clean and professional as possible. Make sure that it contains all the information that a candidate would need to make an informed decision, such as pages expounding on your agency’s culture, achievements, and team members, to name a few. Don’t forget to create a company career page, too, as it is one of the best channels for sourcing candidates.
To attract more talent, start writing value-packed blog posts that your target applicant would find helpful. You can also create entertaining informational videos to engage your audience. Then, share this content in relevant online forums and social media platforms to help drive traffic to your agency website.
Keep Segmented Lists of Your Applicants
With the right digital marketing tools, you can track the path that a customer takes from start to finish. For example, an email campaign management software can tell you whether a customer opened your email as well as the exact time that they did so. Similarly, a website analytics tool can show which pages each customer visited and how long they spent on each one. With this data, you’ll know whether your emails or website are working as intended.
The same idea can be applied to your recruitment campaign. By knowing the actions of each applicant, you can profile them according to their behavior. Then, you can decide which ones are worth reaching out to.
For example, a candidate that clicked around and spent a long time on each of your site’s pages was most likely doing research on your company. This may mean that they’re serious about applying to your job ad and want to put their best foot forward. Compare this with an applicant who only spent a few seconds on your site before immediately sending in their resume. Such behavior implies that they did not bother to learn more about the company and what the position would entail, which may hint that the candidate may be quite careless.
With the right tools and resources, you shouldn’t have a problem getting the attention of the best real estate agents in the market. Just remember that digital marketing techniques are constantly changing, so make sure to always stay up to date on the latest trends. This way, you can always expect to get the best results for your recruitment campaigns!