Definition: Recruitment marketing is strategies and tactics an organization uses to find, attract, engage, and nurture potential job candidates before they apply for a job.
It’s the application of marketing principles to the recruitment process. The primary goal is to create a strong employer brand and value proposition to appeal to top talent and encourage them to apply to the organization.
Check our blog post for in-depth information on recruitment marketing: Recruitment Marketing: What It Is & 6 Use Cases
- Employer Branding: This defines how an organization is perceived as an employer. It’s the image and reputation the company has in the eyes of current employees, potential candidates, and the public. Strong employer branding can significantly influence job seekers’ decisions about where to work.
- Candidate Persona Development: Just as marketers create personas for their target customers, recruiters develop personas for their ideal candidates. This helps in crafting messages and channels to reach and resonate with potential applicants.
- Content Creation: Creating and sharing content that showcases the company’s culture, values, and benefits can attract potential candidates. This might include blog posts, videos, testimonials, and behind-the-scenes glimpses into the organization.
- Social Recruiting: Utilizing social media platforms like LinkedIn, Facebook, and Twitter to post job listings, share company content, and engage with potential candidates.
- Email Campaigns: Engaging potential candidates through targeted email campaigns, newsletters, or drip campaigns to keep them informed and interested in the company.
- Search Engine Optimization (SEO) for Jobs: Optimizing job postings to rank higher on search engines and job boards, making them more visible to job seekers.
- Employee Advocacy: Encouraging current employees to share job openings, positive experiences, and company content on their personal networks to expand the reach and authenticity of the recruitment message.
- Analytics and Measurement: Using data and analytics to track the effectiveness of recruitment marketing strategies, such as tracking sources of hire, engagement metrics, and conversion rates from interest to actual job application.
Popular platforms include LinkedIn, Glassdoor, Indeed, Facebook, company career sites, and specialized industry-specific job boards.
An employer brand is developed by understanding and promoting what makes your organization unique and appealing as a workplace. This can be done through employee testimonials, showcasing company culture, highlighting benefits, and actively addressing and improving company ratings on platforms like Glassdoor.
Employees can be strong brand ambassadors. Through employee advocacy, they can share positive experiences, refer potential candidates, and amplify company content on their personal networks.
Content helps showcase the organization’s values, culture, and benefits. Through blogs, videos, and other content types, companies can give potential candidates a glimpse into what it’s like to work there.
Yes, like any strategy, recruitment marketing requires authenticity. Over-promoting or not living up to the employer brand can lead to distrust. Also, neglecting candidate’s experience at any stage can harm the brand’s perception.