Recruitment Marketing: According to Tech Target, “Recruitment marketing is the process of building an organization's employer brand to attract top talent.” Wikipedia defines recruitment marketing as “the strategies and tactics an organization uses to find, attract, engage and nurture talent before they apply for a job.” The online encyclopedia goes on to say that recruitment marketing extends “the reach and exposure of career opportunities, building and nurturing candidate relationships through talent communities.”
A strong employer brand can significantly impact whether applicants want to work for a company or not. Because of this, HR professionals need to think like Marketers when it comes to recruiting. For years now, Marketers have been using technology to help promote consumer brand and understand consumer behaviors. Technology has allowed Marketers to personalize the consumer brand experience and be visible anywhere and everywhere. This is exactly what HR professionals need to do with recruitment marketing technology.
In the Marketing world, there is a saying that Content is King. This means that companies need to produce materials that can easily be consumed by their prospects and customers. Content can be videos, images, news articles, reviews, etc. The idea is that content drives leads and is meant to entice consumers to buy. In the HR world, leads are applicants. Content should entice applicants to apply for jobs and want to work for a company. Like Marketers thinking they could never have enough leads in their Marketing/Sales funnel, HR professionals think they can never have enough applicants to feed their job funnel.
What are HR professionals trying to sell? Company Culture. This culture is the product that needs to be marketed to applicants. Plain and simple, HR professionals need to think like their prospect, the applicant. They need to promote their employment brand like they do their consumer brand.
Top Recruitment Marketing Initiatives Every HR Professional Needs to Incorporate into Their Recruiting Plans:
- Create Employment Videos- Video is the #1 consumed resource on the internet. With video, companies can easily highlight social responsibility and career development.
- Utilize Search Engines- Candidates need to be able to do a simple Google search to find jobs. If a company’s jobs aren’t being found on Google, Bing, Yahoo, etc, then the company is missing potential candidates.
- Don’t be Afraid of Social Media- Companies need to be promoting their jobs where the applicants can be found. Nearly 80% of all Americans (that number is even higher for Millennials and Gen Zers) have at least one login to a social media platform.
- Build Talent Communities to Proactively Email Candidates- Marketers actively campaign to their email database. HR professionals need to do the same to their applicants to stay relevant and top of mind.
- Track Metrics- It is imperative to analyze sourcing/data for what works and what doesn’t. Marketers don’t always know what’s going to work best until they try something. They analyze what sources work for driving leads and what sources don’t. This allows Marketers to allocate budget on what works. HR professionals need to do the same with their recruiting sources. Remember, measure, measure, measure.