Five Lead magnet ideas to attract better-qualified talent
What is a lead magnet?
Lead magnets have been commonly used for decades and continue to play an essential role in helping you to attract people who may benefit from what you are offering and encouraging them to provide their contact details.
Lead magnets are becoming more common in recruitment marketing now there is a shortage of high-quality candidates, and recruiters are keen to provide these candidates with a valuable resource so they can stay in touch with them and nurture them until the perfect career opportunity emerges.
Typically, a lead magnet is a digital offering that is potentially of interest to the market you are targeting. For example, for recruiters looking to attract a pool of candidates that may be suitable for the jobs they are recruiting for, it is an incentive to opt in to your email list.
Potential lead magnets you could create include (we will go into these in more detail later in the blog):
- Salary survey
- Template to help create an effective CV
- How to guide
- Case study
The list is endless.
For your lead magnet to be effective and attract the candidates you’re looking for, it has to have value and position you as smart recruiters they’d be happy to work with.
How lead magnets work
Your lead magnet is delivered to its recipient in a structured way that you can replicate for every lead magnet you produce. This is the process you need to put in place so you can easily capture their contact details and they receive the resource they want.
Call to action (CTA) – the call to action is a button that encourages website visitors or blog readers to click so they can access your lead magnet. The copy on the bottom should explain precisely what they need to do. For example – ‘Get your 2022 salary guide’ or ‘Download your e-book here’.
Landing page – once they have clicked the button, they will be taken to your landing page, where they input the details you require into your contact form. These could include their name, email address, phone number, and any other relevant information. Once the information has been provided, they’ll need to click the second button to access their lead magnet.
Thank you page – this page provides details of how they access the lead magnet. For example, a button saying download guide.
The final step is to send a welcome email that explains how frequently you’ll keep in contact with them and the type of content they can expect to receive.
Why you should consider Lead Magnets in your content marketing strategy?
There’s no doubt that lead magnets effectively increase conversions and your pool of available candidates. They allow you to communicate your brand message and EVP so that your lead magnet is helping to pre-qualify potential candidates.
To show how recruiters perceive lead magnets, here’s a selection of statistics that demonstrate their effectiveness.
- 50% of marketers who start using lead magnets report higher conversion rates.
- 6% of marketers claim that short-form written lead magnets (newsletters, checklists, copy examples, smaller files, ebook samples) make for the highest conversion rates, while only 41.4% claim that long-form written content (guides, whitepapers, reports, email courses, spreadsheets, curated or personalised reports) makes for the highest conversion rates.
- Roughly 50% of marketers use lead magnets to capture emails, 40% don’t use them, and about 10% don’t know if they are or aren’t.
For lead magnets to be effective, you need to consider the type of lead magnet you’re producing, if it will attract the candidates you want, and how the lead magnet will show that you are smart recruiters with a track record of finding roles for talented individuals in well-respected companies.
Reinforce Employer Branding
A Glassdoor survey found that 75% of active job seekers are likely to apply to a job if the employer actively manages its employer brand.
For in-house recruitment teams or RPO recruiters, this gives you an ideal opportunity to enhance your employer’s brand, attract candidates who buy in to your ethos and company culture and provide them with a complete understanding of your employer brand.
Nurture candidates to become applicants
When candidates opt into your lead magnet, it’s generally for one of two reasons. Firstly, they are interested in the subject and opt in out of curiosity or secondly, your lead magnet addresses a problem they are currently experiencing that they want to solve.
If your resource is valuable to them and provides them with the information they expect, it will build trust that you are a knowledgeable company to be trusted.
If you follow this with regular emails that expand on the information in the lead magnet and adds further value, when you talk to them about potential roles you feel they will be suitable for, they will be more likely to consider your suggestions as you have already built trust.
Types of lead magnet
This type of information is helpful to everyone actively hunting for a new role or those who are just testing the waters and want an idea of what their skills are worth in the current market.
It will be an essential benchmarking tool and will contain the most up-to-date information according to their experience, location, industry and market trends.
How to guides
These provide an in-depth look at challenges your target candidate could be facing. Examples could include:
- Creating a compelling CV
- How to handle interview questions
- Understanding the pros and cons of a counter-offer
They can be invaluable resources and help nurture passive candidates to become active jobseekers.
Webinars can be live online events or pre-recorded video presentations covering topics concerning jobhunting and career development visually and in detail. Because there is a time commitment to attending a webinar or watching a video presentation, this is an effective way to qualify how committed these candidates are.
In addition to covering a specific topic during the webinar, they allow you to showcase your company culture and present your top job opportunities focusing on learning and development opportunities, career progression, and work-life balance.
Checklist and Templates
This type of lead magnet is shorter and provides concise, actionable information. Examples of checklists could include:
- The different elements to include in a CV
- What needs to be included in the perfect LinkedIn profile
- What you need to remember to nail your interview
Templates offer a formulaic way to present information. For example, how to write an effective CV or phrase a job application email.
When you have successfully placed a candidate in a new position, build a case study using the candidate’s feedback to showcase the successful recruitment process and the positive candidate experience.
Case studies are excellent social proof that your recruitment company is good at what you do, and your processes benefit both the candidate and your client.
How to ensure top talent sees your lead magnet.
Now that your lead magnet is created, it’s vital that as many suitable candidates have the opportunity to see it and benefit from the information in the lead magnet.
Common locations to include your lead magnet include:
- Your website homepage, resources page, in the page footer and as a pop-up across your website.
- Inside blog posts and at the end of blog posts.
- On your LinkedIn company page, in the featured section
- Across all of your social media, including Twitter, Facebook and Instagram
The current market is struggling for top talent to fill the hundreds of thousands, maybe millions, of job vacancies unfilled globally.
Lead magnets that add value for candidates and provide the information they need could position you as a trusted resource when they are ready to begin searching for their next role.
Additionally, your lead magnet in the form of a salary guide or case study could be all they need to convince them that now is the time to check out other opportunities, and yours is the agency they trust to help them find their next role.