While remote work has been on the rise for some time, the global pandemic has turned this from a trend into the new normal. We’ve proven that most jobs can be done from home and that flexible work arrangements do in fact work!
Many companies are leaning into this new opportunity. After all, when you set your sights on the Work Anywhere Workforce, you have the ability to recruit the best talent from anywhere in the world — rather than being limited to just a local talent pool.
However, this also means that your list of hiring competitors has just grown in a big way. Rather than competing against organizations in your geographical markets for talent, you’ll now have to compete against organizations around the world.
So how do you compete? For starters, your Recruitment Marketing plan will need to be updated to ensure you can reach new distributed audiences.
At Dell Technologies, we’ve supported a flexible work environment since 2009, so we know a lot about how to attract remote talent. Today, I’m going to share a few tips on how to ensure your Recruitment Marketing strategy is ready for the Work Anywhere Workforce (WAWF).
1. Assess your EVP
Since the way your company operates has changed, now is the time to take a critical look at your employee value proposition (EVP) and consider updating it. For many companies, a digital workplace will be their new normal. Even if you are working in the office, with new enhanced safety protocols, your team most likely has a different employee experience than 2019. So your EVP should reflect this.
Dell’s flexible work program has existed since 2009, so balance and flexibility have been at the core of our employee value proposition (EVP) for some time. However, with many organizations now operating in a remote-first or remote-friendly model, offering a flex program is no longer a differentiator for employers.
When we examined our EVP earlier this year, we realized that Dell stands apart precisely because we’ve supported flex work for so long compared to other companies.
Prior to the pandemic, about 60% of our workforce leveraged flexible work in some capacity. Our flexible work program, Connected Workplace Program (CWP), includes a team supporting employees who work from home from both an IT and HR perspective. Since the pandemic, we developed Connected Workplace 2.0, which expanded the program to more of our team. This well-oiled program, that we’d already had in place for so long, was the new way that we could distinguish the Dell EVP from our competitors.
Today, instead of saying, “we support you working when and how best fits your lifestyle”, we changed the narrative to say, “we provide you with the stability and the resources to enable you to work when, where and how best fits your life.”
As you consider refreshing your EVP, I encourage you to ask yourself, your team and your employees this question: “What’s different about your virtual employee experience and the way that you support remote employees now?”
Rally note: Amy will be sharing more of her employer branding strategy at our free RallyFwd Virtual Conference on Dec. 2, 2020. Register today to save your spot!
2. Diversify your job advertising
As mentioned before, your talent pool has increased — but so has your competition! As a result, your top-of-funnel attraction efforts will need to be assessed and potentially transformed to become more effective and cost efficient.
Digital job advertising today isn’t easy. Candidates are exposed to hundreds of pieces of content and ads per day. That’s why using a multi-channel Recruitment Marketing approach, that reaches candidates where they’re spending time online, is key to cutting through the noise and reaching the Work Anywhere Workforce. For example, we use email marketing campaigns, Google Adwords and leverage our key media vendors to attract and recruit talent globally.
In addition, since you’re now engaging remote talent who might be located anywhere in the world, there are a few things to think about here in terms of your recruitment advertising strategy. One area of consideration is that each country or region has different customs and practices when it comes to recruitment, including which job boards are most often used for job hunting. What works in the U.S. might not work in Japan, for example.
To help manage this challenge, programmatic job advertising is an important strategy for us. Programmatic job advertising programs use technology that leverages data, analytics, machine learning and AI to automate the buying, placement, and optimization of ads. Using programmatic ensures that our ads are in all the right places, without going over budget!
Rally note: looking to up your digital job advertising strategy? Check out our blog 3 Steps to Creating a Digital Job Advertising Strategy.
3. Adjust your content strategy
As you likely know, good content is about understanding what people actually want to see, based on their needs, interests and pain points. Given everything candidates are experiencing at the moment, showing candidates our team members working from home and what life at Dell looks like right now is really resonating with our audiences.
Even though all of our team members are working remotely, that doesn’t mean that our culture just lives on Zoom — and we need to showcase that to our candidates!
One example of this in action is every Friday we ask Dell team members around the world to share pictures of what they’re doing. We call this “WYD this Friday?” and our team amplifies this across the Life at Dell Instagram channel. This plays well into our larger content strategy on Instagram, since about 80% of our Instagram content in employee-generated content.
What we’re trying to get across with this content approach is that revised EVP pillar and differentiator I mentioned earlier: we’re a company where flex work is fully integrated into our operations and has been part of our company culture for a long time; it’s in our DNA! So I think keeping that in mind and creating content that consistently communicates this is helpful because if a candidate sees this enough in action across your recruiting channels, they’re going to start believing it. They’ll know our EVP isn’t just a marketing message and that the employee experience we promote is actually part of the lived experience of our employees.
We also use our content to make Dell more approachable and “human” for candidates. For instance, prior to the pandemic, Dell celebrated Take Your Kids to Work Day where CEO Michael Dell even hosted a virtual storytime. This is meaningful for employees, and sends a strong message about our culture to external candidates too.
So much has changed so quickly this year. And in order to compete in today’s remote hiring market for the Work Anywhere Workforce, employers will need to shift their Recruitment Marketing strategy and make new investments in technologies, processes and programs. We have a huge opportunity to reinvent our approach to talent acquisition for the better!