Today’s era, the lines between marketing and recruiting are increasingly becoming blurred and it has transformed how candidates approach employment prospects. To maintain an edge on the competition, recruiters have to learn to operate more like marketers.
Recruitment Marketing is the process of building and communicating the organization’s Employer Brand and Employee Value Proposition to attract and hire top talents. The main goal of recruitment marketing is to drive individuals to apply to the positions that are available.
“Recruitment marketing is every tactic … that talent acquisition team members use to promote their employer brand message so that they can more successfully find, attract, engage and nurture leads and ultimately convert them into applicants”
– Mike Hennessy, the founder and CEO of SmashFly Technologies
Marketing and recruiting are becoming continuous, with recruitment marketing emerging both as a distinct discipline and a core competency affecting every part of the talent acquisition cycle.
Recruitment marketing helps employers to showcase their employer brand and increase brand awareness.
A Blueprint for Success
The key elements of a successful recruitment marketing initiative will largely carry the following:
A good employer brand is essential for any business. A strong brand attracts high-quality candidate more easily, can hire more selectively and have a lower cost-per-hire, and building good employer brand means learning what employees want to learn.
Create Target Audience Profiles
Next component is to target your candidates. Target audience profile can be a powerful marketing tool for any business. It specifically targets your marketing, which often results in more effective recruitment.
Useful content should be at the core of your marketing. Marketing is impossible without great content, it is essential to have a document content marketing strategy. Content marketing should be part of the process:
- Social Media Marketing: Content marketing strategy comes before social media strategy.
- SEO: Search engines reward businesses that publish quality, consistent content.
- PR: Successful PR strategies address issues readers care about, not their business.
- PPC: For PPC to work, you need great content behind it.
- Inbound Marketing: Content is key to driving inbound traffic and leads
- Content Strategy: Content strategy is part of most content marketing strategies.
Employment websites deal with employment or careers. Many employment websites are designed to allow employers to post job requirements for a position to be filled and are commonly known as job boards.
Digital Advertising is also called Internet Marketing. Businesses leverage internet technologies to deliver promotional advertising. Digital advertising includes promotional advertisements and messages delivered through email, social media websites, online advertising on search engines, banner ads on mobile or websites and affiliates programs.
“Recruitment IS marketing. If you’re a recruiter nowadays and you don’t see yourself as a marketer, you’re in the wrong profession.”
Matthew Jeffery, Global Head of Sourcing and Employment Brand at SAP
Social recruiting is using social media channels for recruiting. It goes beyond posting current vacant jobs on your company’s social network accounts. With the use of social media networks to proactively search for potential candidates, building relationships and encouraging them to apply to your vacant job positions.
Candidate Lead Capture
Leads are potential future customers. Employers that use lead segregation strategy in recruiting have much larger pools of high-quality job candidates. Having such pools of talents means a huge strategic and competitive advantage as they result in:
- Shorter time-to-hire
- Lower cost-per-hire
- Stronger Employer Brand
- Better quality-of-hire
- Improve Candidate Experience
Candidate Communications and Nurturing
In today’s age, a lot of people have forgotten the importance of face-to-face communication. Communicating effectively with candidates is key when it comes to retaining and nurturing top talents.
Data-driven recruitment encompasses the technologies and techniques used to analyze a large talent pool and identify the candidates with the proper skills and the right mindset to help the organization achieve its goal.
Recruitment marketing is definitely a multi-faceted process, and employers that are trying to find high-quality hires need their recruitment teams and tools to perform many different functions.
Recruiters need to start thinking like modern marketers and consider candidates as more like customers. Building awareness, trust, and engagement of the organization’s brand will keep the company top-of-mind when candidates are looking for a new job and also inspire them to refer your company as a great place to work.