Employer branding can be a little bit paradoxical at times. Because passive job seekers outnumber active job seekers by such a large margin, limiting yourself to recruitment-focused platforms like Craigslist and Indeed doesn’t make as a much sense as it used to. At the same time, those traditional recruitment platforms are the only ones operating with the needs of recruitment marketers in mind. To reach your dream candidates where they are, you need to get off the beaten trail, branching out into niche sites and platforms that, to be frank, aren’t designed to make employer branding easy.
In the case of something like Facebook, this usually means that marketers have to shell out for more expensive ads in order to reach their target audiences and drive up applications. But for some sites, there simply isn’t the reporting infrastructure in place to tell you how your ads are performing, how many clicks they’re garnering, whether they’re reaching the right demographics, and how many applications are resulting from that particular part of your marketing strategy. These small, niche sites are important, especially when you’re trying to hire for skilled jobs that overlap with specialised interests, but it’s almost impossible to refine your strategy and measure your ROI without the kind of data-driven feedback that larger sites tend to provide. At SmartDreamers, we racked our brains for a solution to this problem, and only one thing came to mind: robots.
What is RPA?
Now, when we say robots, what we really mean is Robotic Process Automation, or RPA. RPA is a process by which rote and repetitive tasks are carried out systematically by automated processes. You may have seen this technology at work in automated chat flows on your favorite websites: the robot fields your initial question, asks for your information (a task that has to be carried out for every interaction), and then lets you know that you’re being directed to the appropriate human for the task. Nothing too fancy is really going on here, but RPA is cutting out a number of time-consuming steps that a human would otherwise have to repeat over and over again during the course of a day, month, or year.
Naturally, things can get a lot more sophisticated than what I described above. Many businesses are embedding things like AI and machine learning into their RPA workflows, increasing their level of sophistication and thus their use cases. But the beauty of RPA is that it doesn’t require a huge investment in IT infrastructure. Instead, it’s meant to integrate seamlessly into existing processes, essentially doing the work of an office drone—leaving your actual human coworkers to spend their time on more interesting, complex, and value-additive tasks.
To Boldly Go Where No API Has Gone Before
In the recruitment marketing context we’re working in at SmartDreamers, RPA seemed like a promising answer to the challenges we outlined above. Yes, many niche websites fail to provide recruitment marketers with the tracking tools that they need to succeed, or even the necessary APIs to build their own reporting functionality into their workflows—but that doesn’t mean that there’s no way to get meaningful data out of your employer branding efforts there. By implementing an RPA-based approach to these sites, SmartDreamers has been able to bridge the reporting gap that would otherwise stand in the way of successful recruitment efforts. Where, previously, a lack of available APIs would mean little to no usable data could be collected from these websites, now robotic processes can step in and act as an intermediary to gain the kind of information that recruiters are looking for.
As a result of these efforts, SmartDreamers is able to offer its users a level of reporting integration on small, niche websites that would be virtually impossible without RPA. Even on platforms that have no API integration and no data reporting to speak of, our users can gain insight into the ways that their advertisements are (or are not) driving traffic and bolstering their talent pipelines. This can include information like clicks, impressions, and applies, in addition to demographic information: i.e. the same type of data that Facebook and Google already offer. This means that you can compare the efficacy of your employer branding efforts across different platforms and figure out which ones are reaching the right audience and which ones are either missing the demographic mark or failing to resonate.
A Smart Approach to Employer Branding
In the last paragraph, we hinted a little bit at why this RPA functionality might make a difference for recruitment marketers, but let’s dig a little deeper into the implications, shall we? Like we said above, it’s not just that you can collect data from sources that previously would have provided only limited information. On the contrary, what’s crucial here is that you can now see numbers that are comparable to those on larger sites in order to compare the efficacy of your tactics within a more holistic view of your employer brand. Instead of a set of siloized channels, you can work toward one cohesive unit that can be analyzed as a single living organism. This means that you manage your advertising strategy in a smarter, more comprehensive fashion—putting all of your numbers into a larger perspective that can help you to refine your strategy and strengthen your employer brand in the long run.
At SmartDreamers, we don’t do technology for its own sake. Instead, we strive to give recruiters the tools they need to spread their employer brands easily and intuitively. We believe that by giving our users a comprehensive, holistic view of their entire recruitment marketing operation in this way, we’re able to do just that. RPA can pave the way to more informed, data-driven decisions without adding unwanted degrees of complexity for the user. Recruitment marketers need to promote their employer brands where their ideal candidate personas spend their time—we believe that doing so should be as simple as pressing a few buttons.