Recruitment marketing is hot these days. Using inbound and outbound marketing practices to increase your access to qualified candidates and become more proactive and relationship-based with your recruiting is a requirement for thriving in the current talent shortage. Many progressive recruiting organizations are adopting the systems and techniques that sales and marketing organizations have perfected over the last dozen or more years.
So as recruiters, we should take a look at some of the lessons learned from these disciplines as they developed and perfected these techniques:
Marketing Systems Enable Marketing Practices
Any marketer will tell you that the rise of the internet opened the doors for tremendous amounts of analysis of the marketing process. The ability to gather prospect data and track activities on the web is the holy grail for any marketer. The great enabler for maximizing the use of this data was CRM and marketing systems, like SalesForce, Eloqua, Marketo, Hubspot and the like, that supported the management of data and programs and analysis of sales and marketing activities. Without such systems, the practice of managing and segmenting large data sets, automating digital campaigns, and optimizing programs based on results would be nearly impossible.
Platforms Trump Individual Tools
When marketing systems first became available, they were typically task oriented. Marketers would use one solution for sending and tracking email campaigns, one solution for building landing pages and hosting web content, one solution for tracking visitor traffic and behavior, one for digital ads, and so on. None of these tools talked to each other and this resulted in several silos of information that would give separate, task-specific views of the prospect-to-customer lifecycle. Then came the rise of closed-loop systems that integrated with customer relationship/sales force automation tools. They supported most or all marketing programs, and therefore gave complete end-to-end analytics of a prospect’s journey from interest to customer, vastly simplified programs, and boosted the analytics capability.
Increased Analytics Capability Begets More Operational Focus
With closed-loop marketing systems in place that tracked prospective customers’ journey from initial interest to customer, marketing organizations had everything they needed to automate and centralize time-intensive processes. They also had a dearth of data to analyze every step of these processes. Naturally, the focus became optimizing their operational capabilities to maximize successes and minimize waste. Marketing operations groups became commonplace and overall efficiency and alignment took center stage.
As recruitment marketing gains traction and recruiting organizations realize the benefits of these practices, they will go through the same cycle that broad marketing groups experienced. Technology will enable practices. As practices increase, data silos will impede the potential for full value and organizations will favor broad, integrated platforms over siloed tools. And finally, organizations will utilize their analytics to focus on aligning and optimizing their recruitment operations.
So as your organization begins to formally utilize recruitment marketing for implementing new strategies, keep in mind the natural evolution experienced by consumer marketing. Understand that technology is a necessary enabler. Integrated platforms may not seem necessary, but they are crucial. Keep your eye on the ultimate prize: Utilizing recruitment marketing analytics to optimize and align your recruiting organization.
If you know which sources provide the most applicants and hires for each of your key job families, you can optimize your programs to focus on these sources. If you centralize your talent sources into a single talent pool and share candidates across your entire organization, you can increase your efficiency. If you know what percentage of each pipeline in your talent pool converts to hires each month, then you can proactively focus on these pipelines to ensure you can meet demand. If you know which recruiters are generating the most applicants and hires, and which activities they focus on, you can spotlight these practices and train all your recruiters to utilize them.
Again, recruitment marketing begins as a tactical exercise to increase capabilities, but it rapidly evolves into an operational gold mine that can transform your recruiting organization.
For more information about recruitment marketing operations, check out our Vendor Consolidation Strategy Snapshot