With Governor Baker’s introduction of the new 4 phase reopening plan in Massachusetts (read more about it HERE), some business owners may be thinking “Well what do I do now?”. This series of blog posts will go over each phase of the reopening plan, and discuss strategies that MassLive Media Group can help your business with in order to make sure that the reopening of your business is smooth and you keep your customer exposure up and keep customers interacting with your company.

What will Reopen with Phase 1?

Very few commercial/retail businesses open with phase one, however there are some that will be allowed to open. These include Hair Salons and Pet Supply Stores, along with places like zoos, beaches and drive in theaters, among other outdoor services. Car Washes will also be opening. However the two biggest sectors that are going to be reopening are Healthcare Facilities and Manufacturing/construction.

For those that can open, what should they be doing to communicate how their business is operating in this new environment?

How Can You Market your business?

Evaluate your website SEO

One thing that you may be overlooking when it comes to your business reopening is your business’ website. With each reopening phase, more and more people are going to be looking online for businesses like yours, and as such more and more people are going to be driven to your website. You want to make sure that your website is properly optimized so that it can handle the traffic and so that the consumers that make their way to your website can find their way around your site easily and efficiently.

Make sure that your website is optimized for both mobile viewing and desktop viewing. You can have the most beautiful website on a desktop computer, but if that website is not optimized to also be used on mobile, you’re losing out on a ton of potential impressions that will want to see websites that provide them a proper experience on their mobile devices. Along with that, Google prioritizes websites that are optimized for mobile users in their search responses, so if your site isn’t optimized, there’s a chance that Google may not even show your site in search results.

Check out our other blog post on SEO here for more information!

Start/Restart SEM advertising with a focus on Reopening

Paired closely together with SEO, making sure you have an SEM campaign that coincides with your business reopening is extremely important. More than likely, your potential consumers are going to be searching on Google about businesses that are going to be open, and you want to make sure that your business is at the forefront of those search results. For example, a hair salon or a pet store will have consumers  looking for “hair salon appointments” or “pet food near me” and you want to make sure that your business shows up right at the top of those search results, so that these potential consumers get driven to your site and your business rather than your competitors.

When it comes to manufacturing and construction, SEM is still extremely important. Potential house owners looking to build their own home or an expansion on their home, and business owners will be looking for manufacturing to get products back into stores. These people will be looking to Google to find the businesses that can do this, and again, you want your business at the front of these results. You want to be able to show your consumers that “yes, you are open” now that you can be open, and communicating this message to the high capacity of people on Google, then you’re more likely to drive people to your business.

Use Your Social Media Diligently

Use social media to target audience, Facebook for b2c, LinkedIn for b2b. This retains exposure.

Whether you are a B2B company or B2C, you can leverage social media to be able to gain exposure for your business and drive people to your website or business location. Whether you are communicating to your existing audience or trying to reach a new one, you can use social media to target the people that fit your target audience best.

For a B2C company, Facebook has the widest targeting capabilities for consumers based on interests, location, and many other targeting abilities. Couple that with the fact that Facebook has the largest user base of any social media platform and its easy to see that Facebook is extremely beneficial for businesses to get their name out there. With B2B businesses, a LinkedIn ad campaign may be able to to help you get your message in front of the decision makers for businesses. LinkedIn has targeting capabilities based on someone’s industry and job title, so you can send your message to the people that will make the purchase decision for their company, and if they see your business, they’re more likely to visit the website, and potentially purchase from your business.

Check out our other blog post talking about paid vs organic social media and how you can use that to your advantage!

If you need help preparing for the Phase 1 or any of the reopening phases to come, please reach out to marketing@masslive.com, or visit us online. One of our marketing experts will work with you to develop custom strategies to help you kick start your business.

Manufacturing Recruitment Strategy

Worker shortages in manufacturing industry is real. Highly skilled positions remain open as a significant portion of the manufacturing workforce is nearing retirement age. For manufacturers, building and maintaining a robust and skilled talent pool is key for both short-term and long-term hiring success.

Recruitment Marketing as a Relationship Builder, Not Just Candidate Sourcing

Don’t wait to be present until a position is open – consistently position your brand in front of both passive and active job seekers. Consistent branding creates a talent pool who is familiar with your company, benefits, culture and therefore more likely to consider you when looking to make a career change. Top of the funnel marketing tactics such as video and display make your brand presence known.

Build A Connection By Understanding Your Best Potential Candidates 

Develop personas, marketing strategies and campaigns specific to your common open positions. Different positions attract different types of candidates. Understanding the nuances allows you to more directly content with job seekers, to communicate your company story and to welcome them into your culture with a personalized approach. Seek out a recruitment marketing partner with a deep data bench, capable of developing audience segments, media placements and creative to speak directly to specific candidate audiences.

Enhance Your Job Board Presence with Display & Video

Placements on job boards are effective in reaching those actively seeking a position. However, other traditional marketing methods like targeted display and video allow companies to share their full story. More visual formats let prospective candidates see your benefits and experience your culture. Both elements that can cause them to choose you as their next employer – over your competition.


Healthcare Recruitment Strategy

A growing aging population, pandemic burnout and a ramp up of traveling nurse opportunities have put a strain on healthcare recruitment. Nurses are in high demand – with an abundance of employment options to choose from. How does your healthcare facility standout in this mad dash for employment?

Invest in the Community You Serve

Healthcare is essential to the community. Consider supporting the community you serve by sponsoring local events, job fairs and awards to keep your organization top-of-mind. Not only will these positive associations bring your organization front and center, it will also generate positive word of mouth among the community – reaching friends and families connected to potential candidates.

Showcase Company Culture

Give a glimpse of what its like to work at your organization on any given day. Show the people who work there, the halls to be walked and the benefits to be had. Video succinctly communicates positive culture through virtual tours, testimonials and more. Written testimonials and other content featuring current employees lend authenticity to your showcase.

Replenish Talent Pools with New Grads

New graduates are critical in helping to fill staffing gaps and to replenish talent pools. Utilize highly targeted strategies to reach new graduates, while still on campus, where they are spending their time. Hyper local mobile targeting puts your organization front and center among soon-to-be-graduating adding you to their consideration set for post-graduation employment.


Education Recruitment Strategy

Like most categories of business, education providers are facing faculty and staff shortages. Finding experienced and passionate educators and faculty continues to be a challenge. Education institutions should look beyond salary and benefits to larger strategies to drive interest and applications for the upcoming school year ahead.

Build Your Talent Pool with Year-Round Strategy

Primary education recruitment season begins at the end of the previous school year, with many schools starting from scratch every year. Establishing a year-round recruitment marketing strategy, allows you
to reach faculty and staff considering a change throughout the school year, adding them to your talent pool as the year progresses. Having a year-round plan also puts your institution front and center, outside of the more cluttered traditional recruitment period.

Utilize Your Community As A Recruitment Tool

Your community has the potential to be a unique selling point for your institution. Consider highlighting the quality of life – showing prospective employees the community you serve. Community events, local activities, cost of living and more can have pull over prospective employees looking to make a move or to enjoy a way of life your community offers. Partner with local events, local organizations and even your convention and visitors bureau to generate content about your community.

Job Fairs Help Build Awareness of Your Institution

Passive and Active job seekers join job fairs to learn more about prospective districts and institutions. By merely being present, among your competition, you can ensure that your district or institution is in the consideration set for educators looking to make a career move. Both in-person and virtual career fairs provide additional visibility and awareness for your institution.


Warehouse Recruitment Strategy

Warehouses are experiencing unprecedented growth thanks to a shift towards online shopping. As growth continues and timely shipping remains critical, warehouses face a continual shortage of workers.

Tout the Benefits That Make You Stand Out

Warehousing jobs are not historically known for good benefits and upward mobility. With changing demand and increased competition, more warehouse companies are adding long-term benefits and job training to their offerings. As an employer, tout benefits like 401Ks, employer matching and paid training as part of new hire packages. Talk about your openings more as long-term careers vs. short- term or holiday employment for additional appeal.

Get Connected In the Community

Grassroots community efforts and word of mouth tactics still hold strong in warehousing recruitment. Sponsoring local community events and job fairs raises brand awareness in the community, spreads positive sentiment about your organization and jump starts word of mouth. This simple activation makes your organization more likely to be noticed by potential job seekers and considered as a stable, future local employer in a future job search.

Local Jobs, Local Placements

Warehousing recruitment pulls most applicants and new hires locally. Very rarely to companies hire outside of their immediate market. Tap into the local job seeker scene through local job boards, job fairs and other local job posting opportunities. Local job seekers continually use these outlets to find new employment opportunities.


Trucking Recruitment Strategy

Facing an aging workforce and increased competition for new talent, the trucking industry struggles to keep recruitment pipelines full and trucking routes staffed. Trucking industries should look to implement full-funnel marketing strategies to not only attract active job seekers but it keep talent pools fresh with new prospects.

Address Trucking Industry Myths

Increase top-of-the-funnel prospects by introducing the benefits of a trucking industry careers to passive job seekers. Address potential concerns head-on, including hours, mileage goals and living conditions while highlighting employment benefits such as 401K matching, healthcare and time off. Video and written content are both great vehicles to communicate this information.

Stay in Touch with Prospects

Deciding to change careers can be a lengthy process for passive job seekers. Keep your talent pool active with periodic communication about your business, job openings and career benefits. Set up an email calendar, reaching out to a list of emails from those who you met at job fairs, submitted an inquiry or sent a full resume. Frequently post about your culture, the trucking industry and openings to keep your followers engaged.

Job Boards Are Important

Trucking applicants remain tapped in to local and regional job boards. A presence on local job boards and job aggregator sites provide you business with bottom of the funnel presence – reaching those interested in the truck industry and actively applying now.


Professional Recruitment Strategy

Finding outstanding talent that fits your culture is a concern for any business. Make the most of your time and resources by attracting qualified candidates that can hit the ground running and succeed within your organization. Identify quality talent and cultivate your talent pool with leading recruitment marketing strategies perfect for professional businesses.

Showcase Your Company Culture

Tell the story of your business, your history, your employees and more. The more a prospective employee knows about your operations and culture the more they are able to determine whether they are a match for your organization. Office tour videos, employee testimonials and other visuals can help to show daily life within your company.

Tailor Communications to Open Positions

Instead of deploying blanket recruitment ads for all positions in your company, consider developing custom creative and campaigns for each position. Messaging should focus on key benefits and operations of that role, showcase photos and videos of that segment of your business and speak directly to those candidates. Specific communication, drives more qualified applications – increasing your odds of finding a match while building up your talent pool - than general recruitment ads.

Use Job Boards to Reach Active Job Seekers

Job Fairs, local job boards and job board aggregators remain critical bottom-of-the-funnel tactics in securing applications for open positions. While other flashier tactics will fill the top of your funnel, these more nitty-gritty media elements provide a place for active job seekers to seamlessly apply for the positions they want – now.