Higher Ed Jobs marketing using Podcasts

This AcademicJobs.com Podcast summarises the key ideas presented in the provided sources regarding the use of podcasts as an effective strategy for employer branding and talent acquisition within the higher education sector. The core argument is that podcasts offer a unique and powerful way to connect with potential candidates, build a strong employer brand, and ultimately attract higher quality talent. The analysis draws heavily from insights provided by Jarrod Kanizay, CEO of AcademicJobs.com, a key player in this field.

Key Themes and Ideas:

1. Podcasts as a Strategic Tool for Higher Education Recruitment:

• The primary theme is the emergence of podcasts as a vital tool for talent acquisition in higher education. Unlike more traditional recruitment methods, podcasts allow institutions to:
• Improve their HR toolkit: Podcasts offer learning opportunities for HR in personnel management and recruiting.
• Build a Loyal Audience: Podcasts allow for greater discoverability and attract inquiries from potential candidates, nurturing a loyal following.
• Attract Top Talent: By showcasing institutional values and culture, podcasts help institutions stand out in a competitive job market.
• Reduce Recruitment Costs: A strong employer brand attracts qualified candidates, reducing hiring expenses.
• Improve Employee Engagement: They offer employees a platform to share experiences, increasing engagement and acting as brand ambassadors.
• Jarrod Kanizay highlights that podcasts are becoming the "new go-to marketing tool for talent acquisition teams in higher ed".
• He estimates a potential reduction in staff recruitment costs by "up to 30%".
• He also notes a significant increase in "the chance of a successful hire".

1. Enhancing Employer Branding Through Authentic Storytelling:

• Podcasts allow higher education institutions to move beyond formal images and present a more human face, which can lead to attracting a different kind of talent.
• This approach, often referred to as "humanising the institution," involves sharing authentic stories from faculty, staff, and students. This gives prospective candidates "a genuine glimpse into the institution's culture, values, and daily life."
• This personal connection helps candidates to "envision themselves as part of the community".

1. Attracting a Diverse and Engaged Talent Pool:

• Podcasts can highlight diversity within the institution by featuring individuals from varied backgrounds, roles, and experiences. This showcases a commitment to DEI (Diversity, Equity, and Inclusion) which can attract candidates who value these principles.
• Podcasts also help attract high-quality candidates by providing valuable insights into the institution’s culture, values, and expectations. This helps potential candidates self-select based on a clearer understanding of the work environment, which leads to more qualified and engaged applicants.
• Sharing advice from current employees further enhances this self-selection process.

1. Improving Candidate Quality and Transparency:

• The sources emphasize that podcasts improve candidate quality by offering transparency about the institution. As stated by Jarrod Kanizay, "Podcasts can improve the quality of candidates by providing in-depth information about the company's culture, values, and expectations."
• Specific ways podcasts achieve this are through:
• Insights from Current Employees: Showcasing employee experiences gives potential candidates a realistic perspective of the roles and the company.
• Transparency About Expectations: Discussing culture, values, and expectations openly helps deter individuals who aren't a good fit and promotes a higher quality pool of candidates.
• Showcasing Career Paths and Growth Opportunities: Employees sharing stories of career progression attract candidates who are ambitious and looking for a company that invests in its employees’ growth.

1. Boosting Employee Engagement and Retention:

• Providing current employees with a platform to share their stories through podcasts can enhance their sense of value and belonging. This in turn leads to higher employee engagement and retention rates.
• The idea is that if employees are happy to be on a podcast to talk about their work, there is a good chance that engagement is high.
• The sources suggest that increased engagement creates a “more positive and fulfilling work environment.”

1. Expanding Reach and Impact Through Multiple Platforms:

• The sources stress the importance of utilising various platforms such as Spotify, YouTube, and institutional websites to ensure the podcast content reaches the target audience. This ensures "potential hires encounter the institution's message multiple times, reinforcing its brand image and values."
• This multi-platform approach is critical for ensuring visibility and impact. As the sources suggest, “imagine your podcast being passed around by intrigued and interested professors or research assistants because of the compelling story you have told” and "random higher ed professionals are listening during their commutes and in winding down at the end of a hectic day.”

1. Strategic Podcast Development is Key:

• The sources emphasise the need for careful planning and implementation for a podcast to succeed. This includes:
• Defining Target Audience and Goals: Understanding the target audience and clearly setting goals.
• Developing a Content Strategy: Determining the podcast format, topics and speakers.
• Allocating Resources and Budget: Identifying the necessary resources including equipment, staff and time.

Conclusion:

The provided sources strongly advocate for the strategic use of podcasts in higher education employer branding and talent acquisition. Podcasts offer a unique ability to connect with potential candidates on a personal level, showcase the institution's culture and values, and attract a more diverse and qualified talent pool. The key message is that universities and colleges can significantly enhance their recruitment efforts by investing in a well-planned podcast strategy and by using multiple platforms and multiple touch points to get their message across. By focusing on authentic storytelling, transparency, and employee engagement, institutions can create a more positive and successful hiring process for everyone involved. This investment is not just a good idea, but according to AcademicJobs.com, it is now becoming the “go to marketing tool” for talent acquisition in higher education.

Frequently Asked Questions About Using Podcasts for Higher Education Employer Branding

• Why should higher education institutions consider using podcasts for talent acquisition? Podcasts offer a unique way to humanise an institution, moving beyond the usual formal image. They allow potential candidates to hear authentic stories from faculty, staff, and students, providing a genuine insight into the institution's culture and values. This helps individuals to connect with the brand on a personal level, and picture themselves as part of that community. Ultimately, this can lead to attracting a higher quality and more engaged candidate pool. Podcasts can also significantly reduce recruitment costs and improve employee engagement.
• How can podcasts help attract a more diverse pool of candidates? Podcasts provide a platform to showcase the diversity within an institution. By featuring people from different backgrounds, in varied roles, and with diverse experiences, institutions demonstrate their commitment to Diversity, Equity, and Inclusion (DEI). This approach attracts candidates who value these principles, and may not have otherwise considered applying to that institution. Sharing diverse stories can resonate with a wider range of potential employees.
• How do podcasts improve the quality of candidates who apply? Podcasts provide a more transparent and comprehensive view of an institution’s culture, values, and expectations than traditional recruitment methods. By offering insights from current employees about their experiences and offering advice to potential applicants, candidates can self-select based on whether or not they feel the fit is right for them. This transparency deters those who may not be a good match and ultimately results in a more qualified and engaged applicant pool.
• Can podcasts help to improve employee engagement and retention? Absolutely. By giving current employees a platform to share their stories, podcasts can increase their sense of value and belonging within the institution. This can lead to higher levels of engagement and retention, creating a more positive and fulfilling work environment. This increased engagement makes them ideal ambassadors for the university or college.
• Where should universities and colleges distribute their podcasts to reach the widest audience? To maximise the reach of employer branding podcasts, higher education institutions should utilise multiple platforms. In addition to institutional websites, this includes popular platforms like Spotify and YouTube. By making the podcast available across multiple channels, the institution's brand message is reinforced as prospective hires are more likely to encounter it multiple times.
• What are some key considerations when planning a podcast for talent acquisition? Several key areas need consideration. First, clearly define the target audience (demographics, job roles, and experience levels) and the overall goals (brand awareness, talent attraction, candidate quality, or improved engagement). It is then necessary to develop a content strategy that outlines the podcast format (interviews, solo hosting, or a mix), episode themes and topics, and a plan for guest speaker selection. Finally, institutions should allocate appropriate resources including a dedicated team and adequate budget for equipment, software, and promotional activity.
• What kind of content should a higher education podcast for talent acquisition include? Content should aim to provide authentic insights into the institution. Consider including employee stories, discussions about career paths and opportunities, and explorations of the organisation's culture and values. Podcasts can also showcase achievements, and feature faculty and staff who are experts in their field. The content should be engaging and relevant to the target audience.
• What are the estimated benefits of using podcasts for recruitment, as suggested by experts? According to the CEO of AcademicJobs.com, podcasts can significantly reduce recruitment costs by up to 30% and significantly increase the chance of a successful hire. Additionally, podcasts are seen as a modern and engaging marketing tool for talent acquisition teams in higher education, enabling potential staff to better understand an institution's brand. Professionals in higher education are increasingly listening to podcasts during commutes or to relax after work making this a very effective outreach tool.