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Tap into the Power of Recruitment Marketing, Part 1

What is Recruitment Marketing?

Before we get into the benefits, it’s important to define what recruitment marketing is. According to Rally, it’s the practice of using marketing strategies to promote your employer brand in such a way that attracts and engages candidates and then helps you to recruit and retain talent.

Why is Recruitment Marketing So Important?

There’s broad consensus that recruitment marketing is essential for any company looking to capture the attention of the strongest candidates in the market, but do you know why that is? In our recent webinar, Kirsten Tolfree-Dart of Rethink Group explored the market trends driving the need for recruitment marketing. She also introduced the strategies and best practices for implementing a holistic approach to recruitment marketing that will effectively fill talent pipelines.

Due to the quantity of content covered during the webinar, over the next few weeks, we’ll be sharing insights from their discussion around recruitment marketing best practices. In this blog, we focus on the market drivers requiring recruiters to adopt agile marketing techniques.

Standing Out from the Competition with Effective Recruitment Marketing

Pre-Covid, almost 90 percent of recruiters agreed that we were operating in a candidate-driven market[1]. The talent shortage was at a 12-year high with 45 percent of employers globally reporting difficulty finding the skills they need[2], so candidates had the upper hand over recruiters. In this context, when implemented well, recruitment marketing helped to deliver an excellent candidate experience that helped elevate your company as an employer of choice in the minds of top talent, giving you an important advantage in a competitive talent market.

The economic impact of Covid has drastically changed this, but recruitment marketing is still critical. Even if you’re not currently hiring, by attracting and engaging candidates now, you’re setting yourself up for future recruiting success.

The war for talent isn’t just a buzzword, it’s real. Candidates are expecting faster turnarounds because they have a lot more flexibility in their job selection.”

Lina Hölker, Product Marketing Manager, CRM Solutions

Treating Candidates Right

Candidates expect to be treated like consumers during a recruiting process, and they are increasingly acting like consumers when it comes to considering professional opportunities. Before demonstrating interest, they expect you to be consistently relevant, transparent and personable – in other words your recruitment marketing game needs to be strong. And when it comes to signing up for a talent community or applying for a role, they expect the process to be as easy as the seamless online shopping experience we’ve all grown accustomed to.

Candidates are also carrying out significant research on potential employers before applying for a position, using up to 16 sources including Glassdoor. Recent research from LinkedIn has found that more than 75% of job seekers investigate a company’s reputation and employer brand before applying[3].

If candidates have a positive experience, they are 15x more likely to recommend a company – irrespective of the company’s product or service.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

On the flip side, a negative candidate experience won’t just dissuade them from applying for a position. It can also have a detrimental impact on your bottom line. Fifty-eight percent of candidates state that a negative experience makes them less likely to buy a company’s products or services.

Becoming a Magnet for Top Talent By Marketing Your Employer Brand Successfully

As well as the experience talent acquisition teams curate throughout the process of identifying and nurturing candidates, the reputation of your employer brand can have a pivotal impact on your ability to engage candidates and grow qualified talent pools. In fact, 74 percent of recruiters say that the employer brand has a significant impact on hiring success[4]. Successfully activating an innovative recruitment marketing strategy will bolster your employer brand, by extension making it easier to attract top talent.

Planting a clear brand message is the first step for the candidate to really be able to self-identify with your company. They listen and make a choice before making an application. So making an effort to invest in your brand positioning, messaging and content is really important.”

Kirsten Tolfree-Dart, Director of Consulting, Rethink Group

Establishing a Meaningful Relationship

At the same time as strengthening the “pull” factors that attract candidates to apply to your company, taking a proactive approach to sourcing and recruiting empowers you to reach passive candidates. Seventy-three percent of global professionals aren’t currently looking for a new professional opportunity, but 80 percent of them are open to listening to what you have to say if your approach is relevant and personal[5].

Passive candidates are not so passive afterall. It probably helps that we live in a FOMO  [fear of missing out] society which means that most candidates consider themselves at least semi-active.”

Lina Hölker, Product Marketing Manager, CRM Solutions

Establishing a long-term relationship with candidates by sharing timely and relevant recruitment marketing content on a regular basis can help to demonstrate what they can gain by working for your organization. If they aren’t ready to make the change now, they’re much more likely to be interested in the future if you’ve taken the time to nurture.

The best recruiters in the market are already transforming themselves into agile marketers with the power to identify and engage with the strongest candidates out there. Those that don’t adopt new proactive approaches will simply be left behind. In our next blog, we’ll be taking a look at the strategies you can use to cut through the noise.

[1] MRINetwork, 2017

[2] Manpower, 2018

[3] LinkedIn 2018

[4] Brandon Hall Group, 2017

[5] HR Tech Weekly, 2017

CRM

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