Why recruitment marketing is so important in 2023

Marketing is everywhere. We’re all subjected to it and none of us are immune to its charms. What we do, where we shop, how we travel, everything is marketed to us in one way or another.

Thanks to the evolution of employment, the rise of remote working, and a surge in prospective employee confidence, marketing now also applies to the recruitment processes in the form of recruitment marketing and talent marketing.

This means that the traditional methods of advertising a vacancy and expecting the applications to come pouring in, no longer work as effectively. And without a strong focus on actively marketing your company, you will ultimately fail to stand out. What’s more, if the grass continually looks greener on the other side, you will also struggle to retain your current staff, who will be enticed by other attractive prospects.

What is recruitment marketing?

The standard recruitment process is one which has been perfected over decades but is constantly changing to meet the needs of modern employers. Recruitment marketing is simply the next stage in that evolution. With an increased focus on jobseekers, and investing in new methodologies and strategies, to improve what has served companies well for so many years.

Recruitment marketing is one of the best ways to sell your company. To get your message, mission, and culture out there in a way which inspires individuals to want to be an active contributor.

But in order to achieve this, your current recruiting methods require an overhaul. This means an investment in the disciplines and techniques favored by marketers. This can take the form of utilizing marketing skills such as branding, messaging, engagement, and measurement. Establishing how your company outwardly appears and how this can be improved.

And to get that message out there, recruitment marketing encourages an organization to explore channels, deploy tactics and harness tools which are primarily rooted in marketing. So email, social, mobile, and events can all work to further your company’s brand. And investing in PPC, retargeting, and SEO campaigns serve to seek out the best talent.

And finally, marketing tools such as CRM, AI automation, and lead capture and conversion can be repurposed to promote job listings, broaden the application net, and expedite the hiring process.

The main stages of recruitment marketing funnel

For the uninitiated or those new to marketing, everything starts with the funnel. Granted, the recruitment process already has its own funnel: an inverted pyramid with the widest part at the top focusing on application, going down into selection, before finally ending up at hiring. But with recruitment marketing, this funnel is expanded even further, with an additional three steps on top.

See, the standard recruitment funnel operates on the assumption that the applicant has already been paired with the role you’re advertising. Specifically, the idea that they have happened across your vacancy and apply.

Now, in an ideal world, employers wouldn’t have to do anything else. They’d simply state they have a position going and within a matter of weeks, they would be inundated with promising hopefuls. But with such a saturation of jobs and the desire to appeal to the finest candidates – maybe those who aren’t even looking for a new job – we need to call on recruitment marketing’s added steps.

Awareness

This stage is all about grabbing attention. By optimizing your brand, you establish the most unique and appealing elements of your company. These are then distributed on your channels, as well as external ones, such as careers sites, social media, and recruitment publications. The way you present your business, visually and through your descriptions, will not only make you stand out, but will ensure you are a memorable and exciting prospect for potential candidates.

Consideration

Having got your name and brand out there, you can then expect to be scrutinized. The discerning candidate will want to envision a career working at your organization. And subsequently, will want to know if the culture matches their expectations. Additionally, they will want to see the sort of projects you undertake; is there future promise and scope to grow? And on top of all that, what benefits do you offer? It’s not enough to have a competitive pay package, you need to consider things like a shorter working day, flexi-time, hybrid working, health packages, generous annual leave, and a host of salary sacrifice schemes.

Interest

This third step draws most heavily on traditional marketing. With the applicant having found the position at your company, and considered a potential future there, they need one final incentive to make the leap and apply. This is achieved by cultivating interest. By posting on social media and creating content that engages, the individual cannot escape the intoxicating idea of being part of your organization. Because, as with all marketing, supply and demand isn’t nearly enough, you also need to create a powerful desire.

What are the key benefits of recruitment marketing?

The foremost benefit of recruitment marketing is improved talent acquisition. By presenting your organization in a clear and engaging manner, you will automatically have targeted and sourced stronger candidates. Because tailoring your message, ensures a direct connection between who you are after regardless of whether an opening is currently available or not.

Put another way, with strong recruitment marketing, you will have the ideal candidates already following your socials, on the off chance an appropriate vacancy pops up.

This improved exposure and ROI means your success rate is clearly measurable; allowing you to determine what is and isn’t working and change up accordingly.

In addition to improving candidate experience, your business will also feel the benefit of better staff retention. Thanks to the attention given to a healthy culture and benefits system, staff will feel secure, satisfied, and motivated, rather than disenfranchised and drawn away by competitors.

Similarly, by investing in your brand, you strengthen your company’s position in the industry. Suddenly your logo, messaging, and branding are everywhere, not only for prospective applicants but it signals to clients, investors and the competition, that your business is robust and growing.

So how do you develop a recruitment marketing strategy?

Identify resources

Before any lasting and impactful action can be taken, you have to take stock of what is available to you. This covers your applicable workforce, as well as funding. But the hazard here is the misconception that recruitment marketing is a one-and-done operation. Setting aside the requisite resources will be an ongoing initiative, on a part- or full-time basis.

Set team goals

Once you’ve established your available resources, it’s time to outline clear and manageable goals. These are objectives to be met, but also the plan to get you there. Without a sense of direction and purpose, your efforts can quickly run aground or produce results antithetical to your intentions.

Define roles and responsibilities

Clarity and transparency are important to achieving success, so set aside time to assign role and responsibilities that fit your team’s skillset.

Determine which channels to use

Unfortunately, when it comes to brand recruitment and candidate marketing, there’s no one size fits all approach. Each channel you utilize will have its own nuances and quirks. These need to be factored in, if you are to stand any chance of using them correctly.

Create calendars

Rather than a timeline to achieve a specific outcome, recruitment marketing is an ongoing process. With this in mind, content calendars should be drawn up to guarantee long-term goals are on track and your organization’s brand permeates in perpetuity.

To hear thought leaders from global brands on an array of subjects investigate the UNLEASH America 2023 agenda.