Wondering why simply posting job opportunities on employment websites isn’t getting you the volume or quality of applicants that you expected? Perhaps you need a more strategic approach to captivate and retain the interest of your potential candidates, as well as a stronger public image.
These are the crucial elements of recruitment marketing, the most efficient and tactical approach to attracting talent, bolstering your company’s brand, and generating a pipeline of high-quality potential candidates.
What Is Recruitment Marketing?
Recruitment marketing is the advertising of an organization’s image and values to attract talented job seekers. This is done through various tactics and platforms, such as sending out emails or texts to job seekers who have engaged with your company’s job advertisements or signed up for notifications. On top of that, posting about your organization’s image, values, and job opportunities on social media will significantly widen your reach on the hunt for new talent.
Recruitment marketing tactics make advertising for candidate acquisition much more straightforward. It is a lot more than just posting a job and hoping that your ideal candidate will respond to the ad. Recruitment marketing, as an expert at Phenom says, is like “creating a strong magnet that draws talent to you.”
The most important part of a good recruitment marketing strategy is having a strong and positive employer brand. This is how the company’s values are perceived and shapes its public reputation. The employer brand is how potential candidates view the organization and a good employer brand is essential for attracting job seekers and retaining top talent.
Proactive and Reactive Recruitment Marketing
Recruitment marketing does not only occur when there are vacant roles. Marketing the employer brand of a company even when not actively seeking new talent can increase awareness and a positive reputation for your organization. This is proactive recruitment marketing, and it generates a talent pipeline that you can then call on when roles become available. Reactive recruitment marketing occurs when an employee leaves suddenly and their role needs to be filled.
External and Internal Recruitment Marketing
External recruitment marketing focuses on drawing new talent to the company through the above tactics. This is where the employer brand is vital, as people will be attracted to the organization based on its reputation, and will even leave their current job for a company whose perceived values and brand are more positive.
It is a misconception that job seekers will settle for a role in a company they perceive to have bad values. You cannot get complacent – sell the experience of working for your business!.
Internal recruitment marketing makes current employees aware of opportunities and job vacancies within the organization. Different internal career paths are highlighted and employees are encouraged to develop new skills and progress through the company.
The Recruitment Marketing Funnel
This is the journey a job seeker goes on as a candidate for employment. The recruitment marketing funnel has 6 key milestones.
- Awareness: The job seeker becomes aware of your employer brand, likely through an online job search or on social media.
- Consideration: The potential candidate researches your organization and the specific vacant role more thoroughly to determine if it is a good fit for them. It is important to make a good first impression here as they will have an idea of what sort of company they want to work for.
- Interest: The recruitment marketing channels have offered the job seeker a positive and personalized experience that encourages them to apply.
- Application: Now, the job seeker applies and interviews for the role. This stage should be as seamless and user-friendly as possible, as you can lose applicants with a confusing or challenging application process. Moreover, the interviewers should be positive about working for the company, highlighting the benefits of the job, the skills the candidate will develop and the values of the organization.
- Selection: A candidate is selected to fill a role. They deliberate whether or not to accept the offer based on their understanding of the employer brand, and the proposed salary and benefits.
- Hire: The candidate accepts the job and is hired. It is at this stage that the new employee can post a review of the recruitment process.
Draw The Talent to You
This has been a very brief guide to recruitment marketing. With these tactics, a positive employer brand, and a strong online presence, a refined and high-quality talent pipeline will be generated and your company’s public reputation will soar.
Gone are the days of posting job advertisements online and sifting through piles of unfit applicants. Now, thanks to advanced technology and the clever use of recruitment marketing tactics, you can generate a refined list of potential candidates for your organization and attract your most talented and driven current employees to progress through the company. Attracting and retaining talent just got a whole lot easier with recruitment marketing!