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Digital Marketing for Recruitment and Lead Generation  

How to enhance your business with a little effort.

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WITH THE APPARENT, longer-than-expected 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 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 ended, utilizing the various online recruitment companies is a great starting point. If you don’t have an in-house marketing person, make sure you have a creative employee write the ad. You want it to sound exciting and rewarding, and, most importantly, show there’s room for advancement. Latest research shows that benefit is more coveted than salary requirements, in some instances.

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 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.

Marketing and Sales

The same goes for your marketing communications and sales efforts. Make full use of your social media platforms. If you don’t have them developed or they’re old, make time to update them or hire someone who can. It doesn’t take much time or effort, but the exposure you’ll get is priceless.

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Helene Kelly works for Clay Communications & Marketing. For more than 20 years, Kelly has managed strategic marketing communications campaigns, brand development programs, advertising, public relations, media planning and buying, website development and direct mail drip campaigns for manufacturing companies. She also provides qualitative and quantitative research including focus groups and online surveys, collateral development, and event coordination. Her industry expertise focuses on wide-format media, substrate manufacturers, protective packaging products, electronic components, and software platforms. She has successfully developed and implemented brand refreshes helping manufacturing companies solidify their brand, promote their businesses to targeted industries, and increase their customer base. She holds a B.S. in Communications from Emerson College, Boston.

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