by Martin Luenendonk
Recruitment marketing comprises the strategies and tools developed by employers in order to attract top talent into the organization.
Strategies used in recruitment marketing
- Business branding: a fundamental factor is how well the potential employees are familiar with the brand and thus the organization needs to invest time and money in developing its brand. It is important to be consistent in that the brand reflects the culture, the values and policies of the company so that particularly candidates with specific skills can understand them easily and assess whether they would fit in.
- Creating target audience profiles: after assessing the needs of the organization, the latter should develop customized audience profiles aimed to attract the suitable candidates by examining their motivations and expectations.
- Content marketing: a business should be consistent in their brand management and spread the main mission and values of the organization through their means of communications, from printed material, to company website, job description and social content.
- Career websites: job seekers nowadays devote a lot of time on career websites, therefore organization interested in attracting talent should have a strong presence and a captivating message.
- Digital advertising: much like old-fashioned advertising, this should also be interesting enough to attract attention, but send to other channels, such as the company website or the job advertisement.
- Social recruiting: a relevant tool nowadays, depending on the social presence of the organization, it can become known to potential job seekers in a broad and cost-effective and way.
- Talent pipeline (candidate lead capture): through this form, the organization retains the personal details of a job seeker even if they do not finish the job application for a particular job. In including them in a tailored e-mail list or newsletter, the business can continue to interact with them and potentially establish a work relationship.
- Candidate communication: in accordance with the candidate lead capture, but also going beyond to other candidates, for example unsuccessful shortlisted candidates, the organization should develop an interactive means of communication in order to develop the relationship. It is an economical way to build relationship and potentially save time and money in a future recruitment process.
- Data collection: as part of the whole recruitment marketing, all data and tools used in the strategy should be stored and analyzed for future use. By evaluating the statistics, the organization has better chances of improving their talent pool in an evolving and competitive job market.