3 Things to Organize Before You Just 'Start a note' When Put in Charge of Recruitment PR
You've been told to 'try out recruitment PR,' but honestly, you have no idea where to start.
Just start a note?
Employee interviews?
Renew the recruitment page?
I'm sure many first-year PR professionals are feeling lost like this.
Today, I'm writing this note from the perspective of Kinari representative Erina, covering the definition of recruitment PR, specific tasks, and key points that first-year recruitment PR staff should keep in mind.
Recruitment PR is also communication with stakeholders
The definition of recruitment PR varies by organization. So, if we view it as part of PR work, what exactly is the job of PR?
At Kinari, we define PR as the job of designing good communication with stakeholders. Thinking of it that way, 'people who might become employees in the future' are also important stakeholders in recruitment PR.
Potential applicants
Candidates currently in the selection process
Job offer recipients
What kind of message do we deliver to these people, and what kind of relationship do we build with them? I believe this is the essence of recruitment PR.
Therefore, recruitment PR requires collaboration with HR.Just as PR sometimes works in tandem with sales and finance, I believe cross-functional movement is also required in recruitment.
Specific tasks in recruitment PR
Recruitment PR tasks are diverse. While content design and dissemination tend to take precedence, there are several points where you should spend time on communication, such as strategy design and support for building a talent pool.
1. Strategy Design
Confirming the company's phase
Organizing the background of recruitment
Clarifying the ideal candidate profile
Identifying Recruitment Challenges
2. Content Design
Employee Interviews
Message from the CEO
A Day in the Life
Introduction to Benefits and Systems
Company Culture Introduction
3. Communication Channel Management
Recruitment Page
SNS (note/Instagram/X/YouTube)
Recruitment Videos
Company Presentation Materials
4. Support for Building a Candidate Pool
Refining Presentation Materials
Event Speaking Strategy
Recruitment Branding
Video Production
Photography Direction
5. Candidate Experience
1-on-1 Interview Design
Alumni Matching
Casual Interview Setup
Information Disclosure Before Application
6. KPI Design
Recruitment Page PV
Information Session Participation Rate
Number of Applications via note
Job Offer Acceptance Rate
Turnover Rate
3 Points for Recruitment PR Beginners to Keep in Mind
From here, I will introduce points that recruitment PR beginners should keep in mind, from the perspective of Erina, the representative of Kinari, who has been involved in recruitment PR for many years.
Point 1: Think about why recruitment is 'not going well'
When you are put in charge of recruitment PR, the first thing you should do is not to think about specific measures.
First, it is important to organize the current situation.
Is the number of applications low?
Are there applications, but they are off-target?
Are you hiring, but the turnover rate is high?
This is because the measures you take will change significantly depending on the cause.
While the company's phase, research on other companies, and the stance of management are also important, if you start disseminating information without clarifying why recruitment is not going well, your efforts may end up being in vain.
Point 2: If you have limited budget and personnel, narrow your focus to what you can do
If you do not have sufficient budget or personnel within the company, I recommend narrowing down your recruitment PR tasks to what you can realistically manage.
It is by no means a mistake to think, 'Let's start with a note' just because you are the only person in charge.
Even if you cannot change the company website, there are many small but doable things, such as organizing company information session materials or increasing the number of employees who speak at those sessions.
Also, if you conduct surveys with members after they join, or make it a rule for candidates to read your notes before an interview, you can create your own metrics.
Especially when budget and personnel are limited, the key is to build trust within the scope you can control.
However, when starting something, you need to clarify what it leads to, so it is good to remember not to lose sight of your purpose. If the purpose is clear, I believe results will follow, even from small steps.
Point 3: Don't look at other companies too much
In recruitment PR, while researching other companies is certainly important, another key point is not to look at them too much.
Other companies have different scales, cultures, and talent requirements. While there may be parts you can emulate, you cannot copy them entirely.
First, look closely at your own company. Then, take stock of 'why you joined this company' and 'why you continue to work here.' That is where you will find hints for your messaging.
Recruitment PR is a job that tests your ability to involve others
Because recruitment is an important task that shapes the future of the company, it cannot be completed by a PR person alone.
Involve the field, involve the members, and involve management. As a behind-the-scenes player, the key is how much you can work on recruitment together with those around you.
To those who have just been tasked with recruitment PR:
Rather than rushing to increase initiatives, it is important to first ask questions and focus on what you can do. If you start from 'Why is recruitment not going well?', the things you need to do will surely become visible.
At Kinari, we provide end-to-end support from the design to the execution of recruitment PR. If your company would like to think about the future of your organization from a PR perspective, please feel free to consult with us.
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