How to Develop a Strong Recruitment Marketing Strategy
A well laid out recruitment marketing plan is essential in order to attract top talent to your organization. When executed properly, recruitment marketing will lead to more applicants, improved candidate quality, and better hires. However, recruitment marketing is much more complex than most people outside of the world of recruiting think.
What is Recruitment Marketing?
Recruitment marketing is defined as the process of attracting talented job seekers to your company or organization by marketing to them. Just as businesses market products to consumers, recruiters must market their company to job seekers to make it seem attractive. Recruitment marketing focuses on building and promoting employer brand through the use of various marketing strategies.
Four Stages of Recruitment Marketing
- Increase Brand Awareness – get your company’s name out there using all the inbound marketing channels at your disposal.
- Generate Candidate Interest – market your company as an attractive workplace for job seekers through content marketing.
- Nurture Candidate Decision – this can be thought of as similar to any lead nurturing campaign, except for potential employees.
- Drive Action by Candidates – this step deals with encouraging candidates to actually apply by making it as easy as possible to do so.
Why is Marketing for Recruitment Important?
Your employees are the lifeblood of your company, so ensuring that you have the best people possible on your staff is imperative. This all starts with recruitment marketing. A well-executed recruitment marketing plan will grow your candidate pipeline and give you access to a larger talent pool to hire from, giving you a better chance of finding the perfect candidate for the job.
Top 10 Recruitment Marketing Strategies to Build Your Candidate Pipeline
In order to maximize your talent pool, you have to grow your candidate pipeline organically. There are many different approaches you can take to accomplish this but developing a well thought out recruitment marketing strategy will get you to where you need to be the fastest. Here are some strategies to include in your recruitment marketing plan.
1. Build Your Employer Brand
Building a positive reputation for your company is far and away the most important part of recruitment marketing. This all starts with telling a great story. Specifically, you should tell your audience who you are, what you stand for, and what makes you unique. After you are able to clearly message your brand story, focus on the following components.
Components of Employer Branding
- Corporate Culture – your company culture can be thought of as a combination of your company’s people, values, and vision. 46% of job seekers consider corporate culture to be very important in the application process.
- Work Environment – work environment refers to your office or workplace itself. A great work environment not only attracts talent, but it also increases productivity as well.
- Benefits and Perks – make sure to message any added perks or benefits you may offer your employees like free lunches, gym memberships, or flexible work options.
- Organizational Values – your organizational values should be outlined in your mission statement and be reflected in how you do business each day. Some organizational values that job seekers are most attracted to include innovation, integrity, collaboration, and respect.
- Diversity and Inclusion – building a diverse team isn’t just important for employer branding, diverse teams are proven to outperform less diverse teams in the workplace.
- Candidate Experience – candidate experience during the application process is the first impression of your business to job seekers. Make sure that your application process is straightforward and easy to complete.
2. Create a Positive Candidate Experience
Creating a great user experience for job seekers is more than just having a quick-apply feature. It’s crucial to communicate frequently and effectively throughout the entire hiring process. This starts with having a clear job description that tells the candidate everything that they need to know about the job. After this, make sure to follow up as quickly as possible after each step in the recruiting process so your candidates aren’t left in the dark. You should also take a look at your interview process to see if you can improve it for candidates in any way possible.
3. Diversify Where You Post Jobs
If you continue to post your jobs on the same two or three job boards, then it’s unlikely that you’ll see an improvement in candidate quality or quantity. Posting jobs on LinkedIn and Indeed will get you applicants but branching out to smaller or more unique job boards will get your jobs in front of a completely different talent pool.
4. Develop Your Inbound Marketing Strategy
Inbound marketing has a proven track record for recruitment marketing. In fact, inbound marketing will get you 3 times more leads than outbound marketing, according to HubSpot. That makes it extremely important to develop a well thought out inbound marketing strategy to build your employer brand. The best strategy is to promote your company through social media, blogs, and content marketing. Content on company events and office perks are a great place to start!
5. Respond to Reviews of Your Company and Hiring Process
Job seekers are very likely to research your company and corporate culture on company review websites like Glassdoor and Comparably. The problem with these sites is that disgruntled former employees or sneaky competitors can leave scathing reviews that may be inaccurate or completely false altogether. Negative reviews can easily deter job seekers from applying, so make sure to respond to all reviews to set the record straight.
6. Never Stop Marketing for Recruitment!
Don’t wait to start your recruitment marketing efforts until you need to fill a role. Start working on recruitment marketing as soon as possible and then you’ll be in great shape when it’s time to start hiring. Additionally, don’t stop your efforts once a hire is made. Recruitment marketing should be happening year-round.
7. Get Your Team Involved with Your Recruitment Marketing Efforts
More hands make less work, right? Getting your internal team involved can greatly increase awareness of your job openings. One strategy is to have your colleagues share your job postings to their personal networks on LinkedIn and other social platforms. Referral programs are another great way to grow your candidate pipeline by leveraging your co-workers.
8. Make Use of Marketing Technology
Chances are you have some marketing software and tools that you use to market your business to your customers. Don’t be afraid to put these same tools to use in your recruitment marketing efforts! This includes email marketing tools, marketing automation software, analytics platforms, and more.
9. Use AI for Automated Candidate Outreach
You only have so many hours in the day, so one surefire way to increase your talent pool is to put artificial intelligence to work for you in candidate sourcing and applicant screening. Tools like JobFlare Connect utilize automation to invite job seekers to apply for your job openings based on objective data like cognitive aptitude scores.
10. Gather Metrics to Determine What Works
There’s no way to know if your recruitment marketing efforts are paying off without measuring key metrics, so you’ll want to set that up right off the bat. Use the data that you collect to determine which strategies work best for your company and make tweaks to optimize your recruitment marketing process.
Recruitment Marketing Metrics to Track
- Number of new candidates.
- New candidates by source.
- New candidates by acquisition channel.
- Recruiting Qualified Candidates (RQC).
- Screened/ rejected candidates by source.
- Candidates accepted for interviews by source and channel.
- Hires by source and channel.
Who Should be Responsible for Recruitment Marketing?
You may think that recruitment marketing responsibilities should fall to the marketing team, but it’s actually better for the hiring team to take on this challenge. The marketing and staffing teams can certainly work together to maximize results, but the staffing team is much more involved with this side of the business and should take the lead here.