Recruitment marketing has become the best ally in finding the ideal candidate for your organization.
Using marketing tactics as part of the recruitment process, is transforming the talent acquisition industry. Today companies are incorporating marketing principles into their recruitment strategy as a crucial step in acquiring the right talent.
What is recruitment marketing all about? Why is it so important? What are its advantages?
Recruiting marketing includes all the strategies and tactics a company uses to find, attract, engage, and nurture talent before, during, and after applying for a job.
It comprises attracting the right profiles and turning them into candidates using quality content, the proper marketing channels, creating an engaging application process from the first to the last step.
Thanks to this strategy, the organization not only capture the attention of active candidates, also cultivates the interest of passive ones.
Their goal is to place the candidate at the center of search and selection activities, in the same way that marketing places the customer at the center of their processes.
The truth is that the rules of the game have changed in the information age: Recruiters no longer select candidates; it is candidates who select employers. Consequently, the organization needs to synchronize its marketing and recruitment efforts.
Marketing and recruitment have similar objectives: the first seeks and attracts potential customers, the other seeks to hire potential candidates to meet the talent needs of the company.
Both have as their primary mission to make the company grow and be attractive, both for customers and potential employees.
Finding and hiring qualified candidates is not a simple task. Today the competition for the best talent has become fierce therefore recruitment marketing must be strategic.
Recruitment marketing must turn to data analysis tools to investigate and identify the most important trends in the labor market today, including several considerations for the strategy to be successful.
1. Set goals from the start: They must be specific, measurable, achievable, and relevant so that the organization can measure its progress.
2. Create audience targets: Profiles must be identified and adapted to each job offer responding to the qualities and skills required.
Creating employer branding and an employee value proposition that attracts the attention of potential candidates is especially important at this stage, showing that your organization is the best place to work.
3. Content Marketing: Planning and producing attractive and quality content are crucial.
The better-quality content, the better candidates you will attract.
The team in charge need to generate a cohesive and consistent story, a library of content that speaks to the candidates throughout the job search.
Finally, the organization needs to identify the marketing channels such as career websites, blogs, recruitment videos, email, social media, job postings and job boards, employee referral programs, advertising, talent communities, recruitment events.
4. Engage with candidates: It is important to establish communication with candidates. The experience they have during the process measures how well they were treated during recruitment and hiring.
It is necessary to offer an attractive experience to have a better response and commitment from your future employees.
5. Measure performance: At this stage, the organization can assess its target audience’s response to the content published and learn what resonates with them, adjusting and fine-tuning the recruitment marketing strategy accordingly.
Recruiting marketing is all tactics, ranging from content marketing, email, social media, mobile recruiting, career site, to SEO [search engine optimization], employee referrals, talent networks, job marketing, employer branding, recruitment events, recruiting analytics, and candidate relationship management (CRM).
According to the Society for Human Resource Management (SHRM), organizations that employ recruitment marketing techniques can generate three times as many leads, 10% more revenue, and a 100% higher closing rate than those that do not.
When a company invests in recruitment marketing, it invests in shaping, protecting, and managing its image and reputation, allowing to show the positive aspects of the organization, helping to attract and acquire the right talent when they need it.
In short, it is a complex process that involves intense teamwork to achieve the expected results. To do this, organizations have a natural ally in talent acquisition companies, created to provide the support for the recruitment strategy to be successful.
These companies have qualified professionals who provide solutions to communicate more effectively the employer’s brand and the employee value proposition, getting better results for attracting and recruiting the right talent.
In conclusion, the scope and impact of recruitment marketing in today’s times are unrivalled for finding the best candidate for your company.