Recruitment marketing is the combination of strategies and tools used by an organization to engage and nurture potential talent in the pre-applicant phase. This practice aims to promote the value of working for the organization and establish a company culture or brand to attract appropriate candidates. Recruitment marketing takes advantage of digital marketing strategies such as social media platforms, omnichannel communication, data analytics, hyper-targeted messaging and automation.
Job applicants tend to search for career opportunities the same way consumers make a purchase, by searching online sources and accessing public feedback. What type of information is available to them about working for a specific company could influence their decision to apply for or accept a position. The role of recruitment marketers is to complement recruiters by conveying the brand story alongside the open position requirements.
The hiring funnel is made up of six stages: awareness, interest, active search, application, interview/evaluation and hire. Recruitment marketing focuses on the top half of the funnel in order to drive candidates further down the talent pipeline. Functions of recruitment marketing include generating awareness, creating interest, eliciting consideration and inspiring the pursuit of open job opportunities for prospective candidates.
Effective recruitment marketing results in an increase of interest surrounding a brand, a more qualified talent pool, faster hires and an improved candidate experience. Examples of recruitment marketing initiatives include employee culture videos or interviews, search engine optimized (SEO) career sites and social media job advertising. There are also several technology platforms that can help HR managers get started with recruitment marketing.
Components of recruitment marketing
Recruitment marketing is typically a combination or variation of the following components:
- Employer branding- the process of defining and communicating a company's culture and value proposition to potential candidates.
- Inbound recruiting- creating informative and engaging content to attract candidates towards open job opportunities. This could include profiling current employees, maintaining a company blog or discussing interesting, ongoing projects.
- Target candidate talent acquisition- identifying and segmenting potential candidates based on the position that needs to be filled. Advertising and content marketing strategies can then be tailored towards specific segments of applicants.
- Social media recruiting- communicating with and searching for qualified candidates through unconventional social networking Social media can also be used to better convey employer messages.
- Candidate engagement & experience- keeping qualified candidates interested, satisfied and in touch. This can be achieved through email campaigns, career opportunity newsletters, regularly-updated career site openings and timely, open feedback.
- Recruitment analytics- tracking and measuring data such as number and source of applicants, specific channel conversion rates, hire rates per source, employee referral program performance, and qualified applicant return. This provides feedback on what recruitment marketing strategies are most successful and which need improvement.