Struggling to attract and recruit top talent for your company? Then this article is for you.
The term “Recruitment marketing” started off being a mere buzzword tossed around like a hot potato in HR-related blogs for the initial few years. It has often and erroneously become synonymous with employer branding.
However, with the increasing pressure to attract the right talent, it is essential to take a step back and understand the difference between the two.
What is Recruitment Marketing?
Simply put, recruitment marketing refers to the communications that businesses use to reach out to, and engage with job seekers, from job postings and personalized emails to social media and career fairs. It’s of course more complex than that, however simple, is always a good place to start. Great recruitment marketing content is built on the things that are unique to your company culture and career opportunities. The process of identifying what those are is known as Employer Branding.
Summary
Simply put, recruitment marketing refers to the communications that businesses use to reach out to, and engage with job seekers, from the job posting and personalized emails to social media and career fairs.
Benefits of Recruitment Marketing
Here’s why recruitment marketing is such a hot topic, and the benefits that your company can expect if they embark on a recruitment marketing strategy.
- Strategic Alignment – success relies solely on building personas of the kind of employees that “fit” your company.
- Acceleration – With metrics like time to hire or time to start key in the way that hiring teams get evaluated, it’s important to be able to move fast.
- Improved Candidate Experience – The part where candidates are evaluating your company, and deciding whether to apply or not.
- Robust Employer Branding – This allows you to view employer branding as the top investment.
- Improved Candidate Quality – Do everything you can to convert them while they’re on the website.
Not only are businesses across the globe gaining benefits from recruitment marketing but has greatly contributed to engaging candidates and improving their experience with your company.
Summary
Check out why recruitment marketing is such a hot topic and the kind of benefits that your company can expect if they embark on a recruitment marketing strategy.
The best-in-class recruitment process may vary from one company to another, based on the organizational structure, nature of operations, selection process, etc. But a well-devised recruitment process should aid the hiring team to recruit the ideal candidate.
Here are a few steps –
- Identify The Company’s Hiring Needs – An employee could have left, or a new job position would have opened up. It is only once you’ve identified the vacancies, that you can then define the job descriptions such as knowledge, skills, experience, etc. You can determine the company’s hiring needs by checking –
- Skills, proficiencies, or gaps in performance that you want to fill.
- An increase in the workload that your team cannot handle.
- Replacement for employees who might be leaving soon.
- Prepare Job Descriptions – Once you know the hiring needs that you need to fill, define the job profile, and responsibilities. A detailed job description helps you to identify what exactly to look for in candidates. It serves as a checklist for candidates to tick before they decide to apply for the role, resulting in more relevant candidates. Here are a few elements that should be included in job descriptions –
- Title
- Necessary qualifications and skills
- Responsibilities
- Compensation
- Benefits, and perks
- Location
- Create A Candidate Persona – Similar to the buyer’s persona, the candidate persona is a portrayal of an ideal candidate for the position you are recruiting for. Creating this helps you identify the kind of candidate you’re looking for, how, and where to find them. And it allows you to
- Write more relevant and specific job descriptions, application forms, emails, training material, etc.).
- Identify the best-recruiting platforms.
- Building a robust employer brand to attract the ideal candidate.
- Understand the candidate specifications for the role and company.
- Update, save and reuse in the future.
- Devise Your Recruitment Strategy – This is where you decide how you want to attract, hire, and retain your ideal candidates. This is where you decide if the company wants to fill the position by promoting a candidate from within the company or hiring a new candidate.
Here’s what the company must consider
- The geographical area while targeting
- The method of recruitment – employee referrals, video interviews, social media, etc.)
- Creating job ads
- Selecting platforms for job ads (company websites, job boards, social media networks, etc.)
- This helps keep the process simple, and well-organized keeps the hiring team on the same page, ensures that the company sticks to the plan, and skips no important step.
- Analyze Based On Metrics – Using talent acquisition software that comes with pre-installed pre-employment assessments like cognitive ability tests, personality tests, and motivation test make it easier and faster to evaluate the true potential of your candidates. This not only gives you a peek into the candidates’ ability to thrive but also ensures the quality of candidates by looking beyond their resume and professional achievements, to find the ideal employee for the vacancy.
- Continue to Enhance and Excel – Unpopular opinion – Getting married is not the “happy ending”. Staying happily married till the end is the real deal. Similarly, onboarding is just the beginning, engaging that talent and retaining them is essential. Recruiters can help the recruits identify their areas for professional growth, such as their need to learn a new skill. Enhancing the skills of your employees is crucial today with technology upgrading as we speak. Training and development enable employees to gain new competencies as business requirements evolve.
Make it a priority to invest in your workers’ professional development, which will in turn be a highly effective method for building leadership skills.
Summary
The recruitment process may vary from one company to another, based on the organizational structure, nature of operations, selection process, etc. Here are a few steps to help you recruit your ideal candidate.
Conclusion
The above-mentioned steps have helped leading Fortune 500 companies streamline their recruitment process, but it doesn’t end there. The performance, engagement, and retention of these people must be considered as well.
A 360 holistic process from talent acquisition through employee engagement must be created. One that considers every touchpoint from hire to retire. This is where Brandemix excels. A recruitment marketing agency based out of New York – Brandemix builds and executes recruitment marketing plans that align with your talent needs, budget requirements, and most of all, your business objectives.
Summary
The above-mentioned steps have helped us streamline our recruitment process, but it doesn’t end there. This is where Brandemix excels.
FAQs
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What is Recruitment Marketing?
Recruitment marketing refers to the communications that businesses use to reach out to, and engage with job seekers, from job postings and personalized emails to social media and career fairs.
-
What are the benefits of recruitment marketing?
Recruitment marketing is such a hot topic because
- Strategic Alignment
- Acceleration
- Improved Candidate Experience
- Robust Employer Branding
- Improved Candidate Quality
With the kind of benefits mentioned above, your company can expect to embark on a recruitment marketing strategy.
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How does a recruitment marketing strategy benefit the company?
Recruitment marketing helps organizations to become proactive about the candidate personas that they’re going for. Whether it’s through events, pipelining, content, or talent networks, recruiters have the tools they need to engage the right candidates more effectively.
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How does a recruitment marketing strategy work?
The recruitment process may vary from one company to another, however, a well-devised recruitment process should aid the hiring team to recruit the ideal candidate.
- Identify Hiring Needs
- Determine Job Description
- Define A Candidate’s Persona
- Devise A Recruitment Marketing Strategy
- Analyze Based on Metrics
- Continue to Enhance and Excel
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
