For any organization, it is the people who are key to its success and growth.
Sourcing, nurturing, and hiring the right people to join your organization is a pretty complex process—one that requires a team-wide effort if you hope to attract top talent. This process isn’t too dissimilar from the work marketers do to attract customers for the business.
The question though is, HOW?
That’s where Recruitment Marketing comes in!
What is Recruitment Marketing?
Recruitment marketing refers to the inbound strategies and tactics an organization uses to find, attract, engage, and nurture talent before they apply for a job, also called the pre-applicant phase of talent acquisition.
Those strategies could use various methods and mediums, including-
- Blog posts
- Social Media
- Employee interviews
As easy as it sounds, it isn’t.
To explain it a bit further, it can be broken down into four parts-
Stage 1- Increase Awareness
- Top candidates can be found all over the world. However, in today’s time when everything is remote, the majority of the candidates are passive.
- To get great candidates, companies need to first market their company, brand themselves, and get first to the potential employer.
- In addition, it is crucial to create content that the candidates will engage with, thus helping them know more about the company.
Stage 2- Generate Interest
- Now that you’ve got their attention, you’ll want to provide prospective candidates with information that will increase their interest in your company.
- Mapping out a robust content calendar with set deadlines will both ensure your story is being told thoughtfully, and it’s a sure-fire way to continuously generate interest among passive and active candidates.
- Alas, you don’t want the candidates to lose interest because they’ve forgotten about the company.
Stage-3- Nurture the Decision
- After the candidates have shown interest in your company, you need to show them, how you stand out from other companies out there? Because let’s be honest, your competitor can just step- in and take that potential employer from you.
- You need to promote your open roles, benefits, perks, and how you stand out from the others in the market.
Stage-4- Drive Action
- Applying to jobs takes an absurd amount of time to create role-specific resumes, cover letters and portfolios that may never be reviewed. A simple solution — simplify the application and decision process. Cut out any unnecessary qualification and application requirements, and give them all the appealing details they need to know- including the salary info!
- Even if candidates make it this far and decide not to apply, don’t stop there. While it might not be the right time or circumstance for them to pursue your company, now is a perfect opportunity to grow your candidate pool that you can tap into when roles open up.
DEVELOPING A RECRUITMENT MARKETING STRATEGY
Before developing a marketing strategy, the first thing you need to do is to align your team with your employer brand. That’s because employer branding is necessary for marketing your organization and building awareness around it.
Your employer branding elements comprises-
- Employee value proposition
- Company mission and values statement
- People and culture
Now that you have got your employer branding down with a clear mission statement, core values, and employee value proposition, start creating the plan using these tips-
Determine what is to accomplish- additional hires in a certain department, increase your candidate pool- whatever your goals may be, put them down in writing and establish a good timeline with metrics to match
Define Roles and Responsibilities
Defining roles that you’re hiring will both refine your recruitment marketing strategy as well as help in creating those long- boring job descriptions! It’s also important that everyone agrees with the finalized roles since it will affect candidates’ experience with your company.
Well-defined roles will set the hiring process and candidates up for success. Specific criteria help the candidate determine their level of qualification and understand the expectations for the positions before they apply, thus saving the time through applications and candidates’ time applying for jobs they’re qualified for.
Establish Target Candidates
After you’ve defined your roles, consider the ideal candidate persona you need to fill the role and add to your team dynamic. The entire hiring team and team members who will interact closely with the candidate should be consulted on who their target candidate is and what attributes to look for in the application process.
This will ultimately make the decision process faster and unanimous if everyone is on the same page.
Establishing target candidates will also help you determine where you will find them and how to attract them. Consider their background, experience and demographics and do some research on where those target candidates spend their free time on and offline.
While some candidates may be social media addicts, others may prefer attending in-person events for networking and career growth. You’ll want to closely track which channels attract the best candidates so that you can adjust your resource allocation.
When it comes to recruitment marketing campaigns, every company has limited resources, be whatever its size. Now, documenting when and how to utilize resources, allotting them more in-house or out of- house, is the way to go.
Create a Content Calendar
Quality Content is the key! It’s the content that’ll have the highest impact on your employer brand and the people interested in your company. However, you decide to allocate the resources, a large portion of it should be toward content creation.
That being said, creating quality content takes a lot of time and effort, so you’ll need to create a content calendar with assignments and deadlines for your team.
Recruitment Marketing helps employers showcase their Employer Brand and increase brand awareness. As the war for talent is getting more intense, many employers are adopting this discipline so that they can attract talented people. If you are trying to build brand awareness and attract people to your organization, Recruitment Marketing is the way to go! And now that you have the knowledge and ways to use it, what are you waiting for?
What are your views on Recruitment Marketing? Do you agree with us? Are there more ways to develop a good strategy? Let us know in the comments below.