As we’re sure those working in HR and recruitment will already know, the industry is booming! With a fourth consecutive year of growth for 2013, it is predicted that between 2015 and 2016, total industry growth will be an estimated 25%
But despite these strong statistics for the industry, research has shown that recruitment agencies and HR departments are reporting what seems to be a shortage of candidates with appropriate levels of skills and experience. In the increasingly competitive landscape of recruitment and HR, a way to target and attract the right individuals has been through savvy and informative digital marketing techniques.
The most common methods utilised has been apps and digital publications (aka eGuides), which should in theory inform and inspire target candidates and make the job application process much more intuitive, thus making them more likely to collaborate and engage with recruitment agencies and companies with HR departments that take advantage of these clever advertising techniques.
The importance of marketing content that is not just persuasive, but responsive.
As pioneers in focused content marketing, here at Affari we constantly strive to stay ahead of the when it comes to engaging a specific audience. Having recently embarked on a project with Fujitsu UK&I HR department, we created a digital publication for their Graduate and Industrial Placement guide, which had traditionally been distributed as printed collateral. Our core objective was to improve the reach of the publication whilst creating content that attracted the right audience. Fujitsu sets out to recruit a highly intelligent and sought after bunch of people, so how did we get these people to listen to Fujitsu and join them over other companies and recruitment agencies?!
After conducting much research into existing digital publications within the recruitment and HR sector, we found that the vast majority were, in fact, disengaging. With unstructured ‘cluttered’ content, unresponsive technology (i.e. not viewable on smart phones and tablets) and no click contact or analytical reporting, we felt the existing eGuides out there, as well as the printed material, completely failed in capturing the target audiences effectively.
When taking into consideration the fact that 62% of job seekers now use mobile and tablet devices to search for jobs, with 66% of these reporting that a fundamental barrier to their job search was a serious lack of simplified and responsive content regarding role opportunity and company information, we felt that the pressure was on to create an optimised platform for Fujitsu’s UK&I HR department to showcase and inform their target audience about their graduate schemes across the portable devices channel!
The Fujitsu UK&I Graduate eGuide and why it’s way ahead of the game!
Taking all these factors into consideration, we developed an eGuide that consisted of easily navigable, engaging and organised content that we composed in a ‘timeline’ structure that resonates well with students and graduates, thus constructing simplistic yet informative content. Through implementing video animation, social media links and click contact, we greatly improved both user experience and emotional engagement factors of Fujitsu’s target audience.
In addition, we built the digital publication using our HTML platform, the latest in intuitive and responsive technology so that the publication could be viewed perfectly on any device. After conducting research into previous recruitment collateral, we wanted our work to stand head and shoulders above the rest, so our core aim was to achieve content delivery for Fujitsu’s HR department that was not just consumer-centric, but human-centric, something of critical importance for any recruitment firms or HR division looking to attract and retain target job-seekers.
To view a portfolio of our work with Fujitsu, including the UK&I Graduate eGuide, visit Affari Portfolio.
