Recruiting Brief Talemetry Blog

Talemetry Blog

Subscribe To This Blog
5 February 2015

What is Recruitment Marketing?

Posted by Team Talemetry

Marketing, in all its online and offline forms, is about connecting your brand to the right people at the right time with the right message. 

It doesn’t matter how many visitors your website gets if they aren’t the right audience because they won’t be buying anything, right? Well recruiting is not that different from marketing. At the end of the day, recruiting is all about getting the right people applying for the right jobs at your company.

After all, 1000 resumes mean nothing if not one of those candidates has the right qualifications for the job. Much like your marketing team segments their business documents on office table with smart phone and laptop computer and graph financial with social network diagram and three colleagues discussing data in the background.jpegtarget customers and builds a powerful brand to attract and retain them; your talent acquisition team needs to segment your ideal candidates and build a powerful employer brand to attract top talent.

Every organization is different, but regardless of the challenges, industry or organizational size, in its truest form recruitment marketing encompasses six stages.

INFLUENCE: These activities help sway candidates’ opinion using a company’s employee value proposition (EVP). EVP refers to the rewards and benefits that are received by employees in return for their performance at the workplace. This is established through brand communication channels such as;

  • Segmentation
  • Messaging
  • Visual communication
  • Social media

Influencing activities help explain your company culture to top talent, showcasing what it would be like to work for your brand.

Get The Recruitment Marketing Handbook Free Download INBOUND ATTRACTION: These activities are associated with stimulating a potential applicant’s interest to apply for an open position or to sign-up for an organization’s general talent network/community. This is how you let potential hires know what kind of candidate you are looking for.

  • Job ad distribution
  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Career fairs
  • Open houses

OUTBOUND SOURCING: These activities are associated with sourcing specific talent, inviting them to apply, and keeping them informed of company developments that relate directly to them and their interests.

  • Direct sourcing (internal and external candidate databases)
  • Talent pipelines
  • Talent networks/communities
  • Social media
  • Employee referral programs
  • Internal talent pools
  • Outsourced recruiting agencies

Oftentimes the best way to find specific talent is to go looking for them. Instead of waiting for great candidates to come to you, arm yourself with the tools to drive the potential hires coming into your office.

ENGAGEMENT/NURTURING: All these activities are associated with developing interest and communicating with candidates over the long term

Sometimes top talent is only passively looking for a new job, or they may not be right for current openings, but could be right for future needs. With various nurturing efforts, you give your talent acquisition team the chance to stay in touch with potential hires so when the time comes the best candidates are still connected to your company.

CONVERSION/CANDIDATE EXPERIENCE: These activities turn a potentially interested candidate into an applicant. It’s much like bringing someone who is just window shopping into the store and beginning the real application process.

SELECTION: These activities are associated with qualifying candidates for employment. Someone can look like the perfect hire on paper, but it’s important that you actually meet that candidate in person to assess their personality.

  • Phone screens and interviews
  • Assessments
  • Updates and notifications of status
  • Offer letters
  • Onboarding

When you know someone is the right hire for your company it’s important to keep the final selection process moving as quickly as possible. Top talent is usually getting chased by more than one company so if you wait too long between the interview and the offer letter they might take another opportunity!

RETENTION: These activities are associated with maintaining employees and building internal brand ambassadors.

  • Mentorship programs
  • Internal mobility
  • Employee referral programs
  • Incentives
  • Internal social and knowledge sharing systems
  • Company newsletters
  • Awards
  • Philanthropic events

Much like it’s cheaper to keep a customer than acquire a new one, keeping a good employee happy is going to make your life a lot easier than constantly searching for new talent. The value of employee engagement cannot be understated.

MEASUREMENT: These activities are associated with analyzing the effectiveness of each recruitment marketing activity and making changes to increase that effectiveness over time.

  • Traffic sources
  • Source of applicants
  • Source of hire
  • Applicant conversion rates
  • Email open/click rates
  • Recruiter/agency efficiency

Much like a marketing team looks for patterns of success and focus more energy on successful programs, a talent acquisition team needs to understand where their best talent comes from so they can focus their recruitment marketing efforts.

Recruitment marketing is changing the way organizations approach talent acquisition. Hiring the right candidate doesn’t just mean throwing a job posting in the wind and hoping the right hire comes along. It’s a top-to-bottom process that starts with building your employer brand and ends with keeping the best talent for a long time. To learn more about reruitment marketing, download our free Recruitment Marketing Handbook.

Topics: employer branding, CRM, analytics, career sites, recruitment marketing, job boards

Subscribe to Email Updates