RECRUITMENT MARKETING STRATEGY: Definition, Importance and Benefits

RECRUITMENT MARKETING

Employees are critical to a company’s success, therefore hiring managers must select qualified candidates for open positions. Many human resources departments now utilize recruitment marketing to find top talent rather than traditional recruitment tactics. Knowing how to use recruitment marketing can assist you in successfully implementing this strategy to locate the top candidates for a position. In this post, we will define recruitment marketing, explain how to utilize it, list its benefits, and offer useful examples and hints for using this recruitment approach.

What is Recruitment Marketing?

Recruitment marketing is the process of promoting your employer brand during the recruitment process in order to attract, engage, and develop connections with qualified candidates. The fundamental purpose of recruitment marketing is to attract applicants to apply for available opportunities with your company.

Recruitment marketing enables a company to establish a positive relationship with possible applicants and communicate relevant information about the company and position in order to persuade a chosen candidate to accept a job offer. This recruitment strategy can increase brand recognition and entice like-minded professionals to join your team.
Typically, recruiters that use this strategy do the following:

  • Keep an eye on the organization’s status on review sites.
  • Determine candidate personas
  • Respond to mentions on social media
  • Using blog articles and videos, tell the company’s work-life story.
  • Organize activities to improve the employer brand of the organization.

Benefits of Recruitment Marketing

The following are the most compelling reasons to utilize recruitment marketing strategy to locate and attract job candidates:

#1. Reduce the cost of hiring.

By automating recruitment procedures, recruitment marketing helps to reduce the cost of hiring. In just a few hours, one recruiter may send, post, and upload videos for the entire week. The only work left is to monitor the accounts in order to engage followers and the talent pool.

#2. Increase the hiring pace

Recruitment marketing generates a pool of talent, saving the business time and money that would otherwise be spent on hiring fresh individuals. Followers that express an interest in your firm could be fantastic prospects for fresh employment openings. You can streamline the hiring process by applying similar methods for additional future vacancies if you create a framework for recruitment marketing.

#3. Improve the caliber of prospects

Recruitment marketing mostly targets applicants who are currently employed in comparable positions. These folks are not actively looking for work, yet they have professional experience that demonstrates their ability. Passive job candidates, as opposed to active job seekers, are more likely to be open about their level of experience and expectations. This allows you to assess their track record, talents, and cultural fit more effectively.

#4. Encourage employee participation.

Recruitment marketing involves not only the human resources department but the entire workforce. Marketing your company’s brand allows everyone to contribute their ideas. Your employees can share their own experiences to help potential recruits understand why they want to work for your company.

#5. Keep track of metrics

Human resources departments acquire a lot of information on potential candidates, but just a few companies use it. Rather than analyzing the efficacy of the hiring process, organizations frequently focus their efforts on tracking the cost and time spent on hiring. Recruitment marketing allows you to track the cost and effectiveness of your recruitment strategy.

#6. Determine effective mediums

Using recruitment marketing data to determine the best sources can help. On job boards, the firm can test different recruitment pitches and target skilled job searchers. You can utilize software analytics to learn what candidates read, how they interacted with your material, and how long they spent on the page. This data assists you in identifying areas for improvement in future recruitment attempts.

#7. Create variety

A diversified crew can help your company succeed. You can use recruitment marketing to target specific persons for an available post. For example, you can build tailored content and events to specifically reach the desired team of prospects.

Recruitment Marketing Funnel

The recruitment marketing funnel depicts the route from raising initial awareness of the employer brand to encouraging job candidates who become active players in the recruiting process by submitting applications and conducting interviews for open positions. It is divided into four stages.

Stage #1. Raising Awareness

There is top talent all across the world. However, in today’s labor market, the majority of candidates are passive, which means they are not actively seeking employment.

Companies must first present themselves as possible employer on platforms where passive prospects spend their time in order to get exceptional candidates to apply for open positions.
Above all, it is critical to develop exceptional content that prospects will want to read, listen to, or watch in order to distinguish your organization as a desirable job.

Stage #2. Inspire Interest

Now that you have their attention, you should present them with information that will pique their interest in your firm. You’ll need a content strategy that is consistent and tightly linked to your employer’s branding effort.

You don’t want to lose candidates because they’ve forgotten about your company or aren’t connecting with your material.

Planning a robust content calendar with specific deadlines will guarantee that your story is communicated thoughtfully, and it is a definite approach to increasing interest among passive and active applicants.

Stage #3. Nurture the Decision

Your net has been cast; now it is time to reel them in. Candidates have constantly expressed interest in your organization, but what sets your opportunity apart from the rest? You’ll want to share more particular information about your organization as a possible employer at this point in the funnel.

Now is the moment to publicize your vacant positions, benefits, incentives, and remuneration, as well as everything else a candidate should know before making an informed decision to apply.

Stage #4. Engagement

While prospects may be considering your organization for their next career move, there are various barriers that hinder them from applying.

To begin with, applying for employment takes a large amount of time. Candidates must provide role-specific resumes, cover letters, and portfolios, which may or may not be examined. One solution is to streamline the application and decision-making process. Remove any extraneous qualification and application criteria, and provide applicants with all of the juicy facts of your offer, including pay information.

Even if a candidate gets this far and applications but ultimately declines an interview, don’t stop there. Include them in your candidate pool. It might not have been the perfect time or situation for them to pursue your company, but they might be interested in the future.

If you’re hiring remote workers from all over the country and the world, your candidate pool is going to grow exponentially.

How to Create a Recruitment Marketing Strategy

Before you even consider building a recruitment marketing strategy, you must first define your employer brand. Employer branding is critical for managing and shaping your reputation as a preferred employer, and it should thus embrace all aspects of your recruitment marketing strategy.

Once you’ve established your employer branding with a clear mission statement, core values, and employee value proposition, you can begin developing your recruitment marketing strategy with these six recruitment marketing recommendations. Here are six steps to developing an effective recruitment marketing strategy.

  1. Set goals. Do you wish to hire more people or expand your candidate pool?
  2. Define your roles. Establish clear qualifications and expectations.
  3. Determine your ideal applicants. Outline the appropriate persona for the position.
  4. Determine your recruitment channels. Is it better to use social media or events?
  5. Distribute resources. Document the cost and outcome of paid or organic services.
  6. Make a content schedule. Take note of team assignments and deadlines.

Step #1. Set Goals for Recruitment Marketing

Set objectives for your recruitment marketing strategy. Increasing the candidate pool or interacting with possible applicants who better match the skills and experience required to fill open posts are two examples. Establish a mechanism for assessing success, such as tracking data like the number of applications per opening or application completion rate, to determine the effectiveness of your efforts.

Step #2. Create Job Requirements for Open Positions

Create job descriptions that explicitly define the tasks of the role as well as the required vs recommended qualities. Meet with your team and any appropriate managers or department heads to ensure everyone is on the same page regarding how prospective applicants will be communicated with.

Step #3. Create the Perfect Candidate Persona

Create a candidate persona that includes the ideal abilities, attributes, and experience you’re looking for in a candidate to fill a job opportunity. Education, present employment status, geographic area, communication style, and professional objectives can all be included in the candidate persona. Conducting research and polling the employees who will be directly managing or working alongside that individual might assist fill in some of the gaps.

Step #4. Determine Recruiting Marketing Channels

Determine the most valuable marketing channels to target based on your recruiting goals and the types of positions you’re seeking for. Will LinkedIn help you identify the best candidates for the job? Should you try to start Facebook groups to cultivate a candidate community? Or will in-person networking be more beneficial to your efforts?

Step #5. Assign Recruiting Resources

Determine the expenditures and labor required for potential recruitment marketing initiatives based on the resources available to your team. Before selecting how to most efficiently use money, people, and time to develop worthwhile recruitment marketing campaigns, conduct research and data analysis to understand the value that comes from diverse channels and approaches.

Step #6. Create a Calendar of Recruitment Marketing Content

Create a content calendar to keep track of when and how frequently information will be emailed to subscribers or promoted on social media. This strategy guarantees that material is diverse while also holding team members accountable for carrying out their recruitment marketing tasks. A content calendar can also serve as a useful record for future recruitment marketing operations.

Examples of the Best Recruitment Marketing Strategy

We’ve seen it all when it comes to recruitment marketing. There’s a lot that goes into developing an effective strategy, so we’re sharing some of the greatest recruitment marketing strategies, tactics, and examples we’ve learned from our own experience as well as from other recruitment specialists.

#1. Target Competitors’ Talent With Snapchat and Huddle

Snapchat employed geotargeting and creative filters on its own social media platform to target technical talent at Uber and Pinterest. These punny filters might be used by Snapchat users who were at Uber or Pinterest headquarters.

Huddle took a different strategy, driving around numerous moving billboards outside the Microsoft building to capture talent on their way in and out of the office.

#2. Make the Most of Content With Tailored Social Posts

Each social media network has its own distinct characteristics and culture, and what works on one may not work on another. When making social media posts, we constantly consider the platform, and while developing two or three unique versions may take a little more time, it’s definitely worth the effort.

#3. Quizzes at Goldman Sachs Target Candidates

You know the routine. Once you’ve determined your target audiences, you may decide where to direct your recruitment marketing efforts. Here are a few examples of organizations that excelled at targeting.

When Goldman Sachs published advertisements on Spotify with the phrase “You majored in something you cared about. Use it to make a big impression. Take the Goldman Sachs Careers Assessment.” If BuzzFeed has taught us anything, it’s that quizzes entertain Millennials.

Meanwhile, marketers, legislators, and now recruiters are utilizing the popular dating app Tinder to find local candidates. Discuss reaching out to candidates where they spend their free time.

#4. Paid Social Advertising Gets You More Users for Less Money

While organic postings are free and have the potential to generate high conversions, a small-bought bump never hurts. Why not invest a few hundred dollars on social marketing to reach a highly focused audience if you’re already paying thousands on HR tech solutions and job boards?

Should You Engage in Recruitment Marketing?

Employers can use recruitment marketing to promote their Employer Brand and raise brand recognition. As the war for talent heats up, many firms are implementing this discipline in order to recruit talented employees.

Recruitment marketing must be strategic, and it is frequently carried out in partnership with marketing departments.

So, if you want to raise brand awareness and recruit new employees, you should start with Recruitment Marketing!

References

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