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Lead Generation in HR – 5 Ways to Expand Your Talent Pool

January 22, 2021 Employer Branding

What is a great talent acquisition strategy?

Lead generation has been a common keyword for specialists working in B2B marketing and sales for a long time. More recently, the term has been used in many other areas, including talent acquisition. 

Whether you want to gather leads online or at events, we have some great tips for you.

But first, why is it important to have a great lead generation strategy?

Let’s get back to it! Here are our top 5 suggestions for lead generation in HR:

1. Candidate leads should always be digital; for the sake of your employer brand

Yes, digital. You should never organize or attend an event and gather your candidate data on paper. That is detrimental for your brand and for your own internal processes. Nobody will have time to add those people in a system later on, and most likely, they will be forgotten. 

Unfortunately, direct consequences on your employer brand are not visible and they are not instant. However, your employer brand suffers every time you let an interested person fall into the black hole of HR. Don’t make that mistake. 

2. Digitalization will improve your numbers

Make it as easy as possible for a person or a user to show interest in being part of your company/talent pool. The easier it is, the more and the better candidates you will gain; think about senior IT specialists, the ones that all companies are fighting for. They want to see that you are digital, fast, professional and passionate about reaching out to them. Show your potential candidates that you care about their time and about their experience with interacting with your brand.

HR Candidate Chatbot

3. Talent aquisition strategies at events are a must

Events are the perfect place to find potential future candidates and people who will consider you as an employer now or in the future. Talent acquisition is a costly activity and the more people you can reach organically through your events or events organized by other parties, the better. 

Make sure that you are prepared to register interest from people at any events that you attend. Even if some potential candidates do not register on-site, ensure that you have handouts that they can read further after the event ends and still register to your talent pool. Some people need more time before they commit to receiving information from a company. Give them the time to think it over. 

You can use handouts containing QR codes and links to websites where they can register to become part of your talent pool in the future. 

4. Online candidate applications should be easy

Don’t make your potential employees jump through hoops just to get their personal information in front of you. Make it simple. 




Remember that people interested in your brand may end up being your best supporters and marketers through word-of-mouth.

5. Your HR lead generation strategy should always be mobile friendly

At Zmash, we work extensively with social media. More than 85% of users view ads from mobile devices. Chances are that, if you check google analytics, most of your website traffic will come from mobile devices. If you have issues with your conversion rate, maybe it’s time to look at your own website instead of blaming it on social media.

A misconception within HR lead generation is that low conversion rates are due to recruitment marketing not working. While that could be the case sometimes, the most natural thing to do is analyze your candidate journey. 

If you see a lot of clicks on social media, but a low conversion rate, that can be due to 2 things:

  1. Targeting on social media is too broad and people clicking on the ads are not truly relevant. 
  2. Your website is not mobile optimized and many people drop off due to the complexity. 

Keep in mind that, if users have a bad experience on your website, that has a strong impact and direct correlation with your employer brand. 

Try ZmashBot for Recruitment today and let us help you improve your candidate experience and conversion.


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