In today’s candidate-driven market, attracting and hiring top talent isn’t as simple as posting your open roles on a few different job boards and hoping the best-fit would apply. If you want to attract more informed applicants who understand your culture and are excited about the prospect of becoming a valuable contributor, you need to give candidates the opportunity to learn about your company during the research process. But how does that happen?
What is recruitment marketing?
Recruitment marketing is the process of finding, attracting, nurturing, and hiring high-value candidates. These days job seekers are growingly more informed than ever about what it’s like to work at different organizations— so your recruitment strategy needs to reflect that. Instead of just posting on a few boards with open roles in hopes that qualified candidates will find you, recruiters need to go beyond this by proactively educating potential applicants during their research process (often called journey from awareness to conversion). This gives them a better understanding of company culture as well as a dynamic idea of whether or not they would be interested in applying for jobs there based on what they have learned from their pre-application, thorough research, and engagement with the company.
Why is recruitment marketing important?
In today’s convoluted world, where attention span is at its nadir, it is not enough to just post your open positions on a few platforms and hope that the best applicants will find you. Recruitment marketing has become an integral part of any enterprise or company because of the candidate-driven market, which makes it much more difficult for companies in today’s world to entice top talent.
In order for HR professionals to stand out from their competitors and reach candidates at every stage of research about opportunities with other organizations, they have to increase their focus on recruitment marketing strategies like employer brand management (EBM), social media advertising, content marketing, as well as video production – all focused on attracting qualified candidates who are looking for work outside of the traditional job board posting we’ve grown accustomed to.
HR Professionals need to work closely with marketing departments to make sure they are building employer brand and creating content that resonates with candidates in the talent pool. Not only does this process help generate better applicant interest, but it can also lead more qualified applicants into your pipeline.
Recruiters need to then amplify this message by leveraging advanced, proven capabilities, which allow them to promote their company as a leading employer of choice.
The benefit of using recruitment marketing strategies like EBM, social media advertising, content marketing, and video production is because HR specialists have found success attracting more informed applicants who understand what culture they will be joining when coming on board with an organization. This research process not only helps employers find out information about potential hires – such as how engaged active or passive candidates are, but also gives a better insight into the potential candidates’ interests and career goals.