Recruiters are facing a harsh reality. It’s a job seeker’s world, which means posting an open position on a few job boards no longer cuts it.
You’re now part recruiter, part marketer. But when the latter hasn’t been the bread and butter of your role (or hasn’t played any part at all), how do you succeed with recruitment marketing?
SeekOut’s Director of Talent Acquisition Robyn Thornton recently joined TalentNet Media Founder Craig Fisher for a webinar hosted by TalentBoard to discuss how to be successful at recruitment marketing.
What is recruitment marketing?
Simply put, recruitment marketing means promoting your company as a place to work. It’s a way to find and engage potential employees by showcasing the value you bring as an employer.
Recruitment marketing is made up of two parts: brand (strategy) and marketing (tactics).
The foundation is your employer brand. It’s the value you bring to your employees, the perceptions candidates have of your company, and how candidates feel when they finally interact with you. Once the brand is established, you can craft messaging that appeals to potential candidates.
Recruitment marketing is much different today than it used to be. There is a new level of transparency required, especially as more companies reconsider where employees can work. Understanding how to message things like employee safety, returning to the office, and expectations for fully remote employees plays a big part in attracting candidates.
Create a recruitment marketing strategy
Recruiters are savvy individuals and will do what they need to do to get the right people in the door. Often, this can be as simple as posting open roles to various channels. But recruitment marketing requires a different approach.
Like other strategies you have, your recruitment marketing strategy should start with high-level goals like who your ideal candidates are, how you want them to perceive your company, and the messages you want to share with them. Robyn gave several tips in the webinar for creating a recruitment marketing strategy, including:
- Don’t post and pray. Get support from your hiring managers. Come up with a cadence and put reminders on their calendars so they can connect with people who might be right for an open role.
- To that point, take advantage of the insights you have. For example, when is the best time to reach out? If you know your target candidates are looking at opportunities on Monday afternoons, plan for you and your hiring managers to reach out at that time.
- Have a plan for internal talent. Internal mobility is important for many of your current employees, so rather than looking for who is out there, ask yourself: Who is in here?
Once you have a recruitment strategy in place, you’ll need to use the right technology to execute it.
Build a recruitment marketing tech stack
One of the biggest challenges both traditional and recruitment marketers face today is email deliverability. That’s why we’re seeing employers experiment more with texting, AI, and sourcing technologies.
But building a recruitment marketing tech stack that works can be daunting. As you think about building yours, keep these considerations in mind:
- You will be judged by the technology you keep. If any part of your tech stack is candidate-facing, make sure it’s a user-friendly experience. Otherwise, you risk low response and/or application completion rates.
- Strike an effective balance between response time and customization. For example, chatbot technology can help you reach candidates more quickly, but it often lacks customization. Remember what it was like being a candidate yourself, and use that lens to evaluate technologies and create authenticity.
- Offer quick-apply capabilities if possible. No one wants to fill out lengthy applications. Get a few pieces of critical information first, then circle back later to get more complete candidate data.
Your recruitment marketing tech stack will help you showcase your opportunities and make a strong first impression with each candidate.
Customize the candidate experience
We mentioned it briefly above, but it’s worth an entire section: customization. Every company and every recruiter out there says they have great opportunities available. But what does that really mean for the individual? During the webinar, Robyn shared a few of her tips for better customizing the candidate experience:
- Use their first name in the subject line. This is especially important the first time you reach out to a potential candidate. It’s an easy way to connect and increase the chances they’ll open your message.
- Find the common ground. Ask yourself questions like, How will this role impact this candidate’s career? and What motivates this person? Then, be specific in explaining why a particular position will positively make a difference for their professional goals and what they’ll get out of the experience.
- Keep inclusivity top of mind. Remember that recruitment (and recruitment marketing) is not a one-size-fits-all process. What makes one candidate comfortable could make another extremely uncomfortable.
Recruitment marketing may have been born years ago as a nice-to-have way to bring in new talent. Today, it’s a necessary part of a company’s broader recruiting program. And when you do it effectively, it can mean more job applicants, better candidate experiences, and ultimately, a competitive advantage for your organization.
Watch the on-demand webinar and get even more tips to unlock recruitment marketing success.