Getting the right people to join your organisation is tougher than ever. In order to attract top talent, employers need to be increasingly proactive in their recruitment marketing strategies. But what are these strategies, and are they really that important?
What is Recruitment Marketing?
Recruitment marketing is the practice of utilising modern marketing tactics to attract, nurture, recruit, and retain talent by promoting your employer brand. It is used by recruiters, talent acquisition, HR and marketing professionals to increase the quantity and quality of applicants received.
In a nutshell, recruitment marketing enables businesses to attract top talent by utilising marketing strategies such as job advertisements, social media, careers sites, proactive outreach, and targeted communication. It helps organisations to improve the effectiveness of their existing talent attraction activities by creating a personalised and engaging candidate experience.
What is the Difference Between Employer Branding and Recruitment Marketing?
On the surface, these two terms seem to be quite similar, and both refer to the way in which your organisation presents itself. The employer brand comes first, and relates to how your organisation defines its values, what the workplace culture is like, and must generally remain consistent.
Recruitment marketing is all about how this message is conveyed to employees and potential employees. Unlike the employer brand, recruitment marketing is fluid and can involve various tactics and strategies, evolving as needed to reach the target audience.
A strong employer brand is ineffective without recruitment marketing, and the inverse is also true. These two initiatives must be undertaken together to build positive results.
What are the Benefits of Recruitment Marketing?
In order to cut through the noise of the current job market and find the right candidates, organisations need to stand out from the crowd. Savvy recruitment professionals can do so by utilising marketing principles to their brand awareness and promoting themselves as an employer of choice.
A strategic approach to recruitment marketing, often done in collaboration with the marketing team, will help to generate interest with your target audience of ideal applicants. This lays the foundation on which you can build a positive candidate experience and keep potential candidates engaged. When the time comes for you to actually hire someone, you’ll have a wealth of qualified candidates who are already aware of and interested in your organisation.
As a result, you’ll end up with better candidates, reducing your time to hire in the process. This in turn helps you to minimise the cost of hiring and increase revenue generation.
What Does Recruitment Marketing Involve?
Writing compelling website content
The first touchpoint a candidate often has with your organisation is the website. Make sure your careers page is easily accessible to any visiting your site and requires as few steps as possible.
Search Engine Optimisation (SEO)
Ensure that your website shows up on search engines. When potential candidates are searching for specific jobs, they need to be able to find you! For example, your marketing team should ensure that you appear near the top when candidates search for ‘Pilbara mining jobs’.
Targeted recruitment campaigns
Do some research into where your ideal candidates can be reached. For example, if your company is building a regional warehouse, look to local community pages. Many companies also look to TikTok for their graduate campaigns, for example.
You should be able to use your existing employees as a recruitment channel to find more referrals. Ensure that you arm them with the right links, messages and even templates so that they can help your Talent team to recruit new team members within their own networks.
If you’re wondering whether you should implement recruitment marketing, the answer is yes. Recruitment marketing can help you introduce your employer brand to a larger audience, establish rapport and build a stronger candidate base from which to draw. It also helps you position your organisation as an employer of choice, making it easier to find, recruit, and retain the best talent around.
Another way to do this is by working with an external recruiter. A quality recruiter will do all the hard work for you, finding, attracting, and nurturing top candidates for your organisation. TalentVine can help you find the best recruiters in your industry with our recruitment marketplace. Receive bids from some of the best recruiters around, and decide which to work with based on performance metrics, reviews, rates and more. It’s free, so there’s no reason not to try!