With more organizations finding themselves in fierce competition to attract highly sought skilled workers, viral marketing is increasingly being practiced in the field of job advertising.
Viral marketing is becoming more and more competitive in the field of recruitment. Recruiters are under pressure to come up with powerful and memorable brand image through free viral job posting. The need to attract high-skilled employees is pushing recruiters to follow the viral marketing bandwagon. With more organizations finding themselves in fierce competition to attract highly sought skilled workers, viral marketing is increasingly being practiced in the field of job advertising.
Foreseeing what sort of free job adverts would top the list is quite tricky. If viral content creation is just a piece of cake, the marketing industry would come up with tons of viral hits every second, sending the online world crashing.
However, seasoned viral ad makers have something in common. They suggest that making a powerful job posting with huge viewer base involves innate talent, intuitive thinking and timing. It is also hard to ignore the fact that advertisers cannot predict the response of online community as much as they want to, so trial and error and luck are essential also. In terms of statistics, advertisers can enjoy a lot of opportunities since viral marketing does not necessarily have to be expensive. Statistics from Millward Brown indicated that approximately only 15 percent of ads become viral.
A growing number of recruiters are seeing the need for viral content. The demand is becoming more evident in various sectors with positions that are quite hard to fill due to limited number of qualified applicants. The challenging part of online recruitment is to develop a supreme brand image then communicate that in free job postings. Viral advertisements are not sufficient to create an effective recruitment . Recruiters should collaborate with major brand decision-makers of an organization in order to design a job advert that can attract not only huge traffic but also qualified applicants.
The viewers should find something in the job posting that would prompt them to share it with their friends and co-workers. Emphasize things like infographics, images and creative sales copy. Job advertisements that aggressively encourage referrals with incentives can draw a huge audience because people have incentives to spread the message. Also highlight good things the current employees like about the organization such as a caring work environment, state-of-the-art facilities, training , chance for fast promotion, performance incentives and other things applicants are seeking when choosing which company to work for. Take the case of Google, the global search engine giant. Not only it has a great brand image, it also has a solid reputation as an employer. It is known for rewarding talents in both monetary and non-monetary ways, which explains why the company is reportedly getting 75,000 applications a week.
Knowing when and where the job ads should be published is an important aspect of viral advertising, especially in recruitment. According to e-Quest data, out of 1 million job adverts, the ones posted on Twitter got the highest number of views from mobile users on Sundays, Mondays and Tuesdays. Job openings posted on Monster, CareerBuilder and Indeed registered the highest number of views on Tuesdays. Wednesdays and Thursdays during lunch time. The preferred day of posting job ads for healthcare jobs is Wednesday, Saturday for retail ads and Tuesdays for technology job ads.
