Think about it.
It make sense that if we’re about to take off the masks and convert some WFH people back to the office, a dinosaur in the recruiting process— THE LIVE EVENT—is about to make a comeback.
You remember the live event, right? It’s also known as a JOB FAIR by the kids who aren’t looking to be cool.
The Live Event/Job Fair isn’t a sexy tool, but it’s a necessary one, especially given the following post-COVID factors:
–You have live jobs that require someone to show up. It’s never been dicier to get people to show up for Day 1 and beyond than it is in a post-COVID world. Having people show up to a Live Event is a great predictor of someone’s intent beyond Day 1.
–If people are unsure about being at your location, a Live Event is a great way to show how safe your workplace is, following the whole “Hey, look at us! We’re together and it’s OK! We only have one person sneezing!” vibe. More people need to feel you have confidence to buy-in than you might imagine.
–You need to lean in to the post-COVID world related to your attitude for non-remote jobs. Even if you’ve never used a Live Event/Job Fair before, starting now might be more about you than it is about the candidate. You’ve been safety-first for a long time during COVID. That focus should continue, but if you go the rest of 2021 without doing a live event to support your non-remote open jobs, that’s more about you than it is about the world.
Simply put, the vast majority of work before, during and after COVID is not remote. We’d all be well-advised to remember that, and from a recruiting perspective, getting humbled by organizing and driving attendance to a live event is a great way to go.
But you need people to show up.
Damn those details!!
What are some keys to making sure your Live Event reaches its potential, whether your goal is to have 5 or 100 people show up?
Simply put, it’s all about the sales funnel and event management. Best practices you should have a plan for include the following:
1–Paid Social Ad Support. For most of you, this means Facebook Ad buys that target the right audience and drive interested candidates to a landing page.
2–A landing page on your careers or corporate site that’s branded and converts. You want to tell the story and get the commit to attend and convert. In addition to a landing page, targeted pop-ups that convert raw traffic on your careers site are always a good idea as well.
3–Smiling and Dialing from a sourcing database. You won’t get to where you want to be numbers-wise for your live event without your recruiters proactively reaching out and inviting people to show up. Give your recruiters a reasonable quota or nothing will actually happen here. If candidates agree to attend, registering them for the event (to automate follow-up) is a must.
4– Incentives to attend are a nice touch that keeps “day of” conversion and attendance high. What can you gift the right candidate to show your appreciation for showing up to your live event? What’s it worth to you to have a solid candidate live in front of you? $20? $50? $100?
5–Event Management style follow-up matters for attendance. Only fools hear someone say they’ll attend your live event and leave it at that. Register them in a system that gives email and text reminders day-of the event. Call back to confirm commits the day before or day-of. Remind them of the opportunity and incentive.
There’s a unique opportunity for organizations who do Live Events/Job Fairs the right way in a post-COVID world.
By getting your plan together and executing on the plan, you’ll get more than your share of the talent you need—in an employment scene that’s only going to get tougher as the pandemic hits our rear-view mirror.
Kris Dunn is a Partner and CHRO at Kinetix, a national RPO firm for growth companies headquartered in Atlanta. He’s also the founder Fistful of Talent (founded in 2008) and The HR Capitalist (2007) – and has written over 70 feature columns at Workforce Management magazine. Prior to his investment at Kinetix, Kris served in HR leadership roles at DAXKO, Charter and Cingular. In his spare time, KD hits the road as a speaker and gives the world what it needs – pop culture references linked to Human Capital street smarts.