Successful recruitment marketing requires more than just the right processes and technology. It takes the right team, too. Talent acquisition leaders today are faced with the challenge of rapidly maturing their teams to deliver on their recruitment marketing strategies and programs. And compounding this difficulty is a lack of budget and resources to quickly build their teams. According to the Talemetry 2020 Vision Research Report, 42.7 percent of survey participants indicated that a lack of budget to drive results was one of the top three challenges their recruiting organization faces. So where do you start? Take a look at these eight steps to learn how you can create a high performing team that drives results for your organization.
What It Takes to Create a Successful Recruitment Marketing Team
What are the key elements of creating a successful recruitment marketing team? Here's how to build a high performing team and specific actions you can take to advance the maturity of your recruitment marketing organization.
Step 1: Start with the End in Mind
Having a roadmap that defines your objectives for 2019 and into the next decade is imperative. Write down exactly what you want to accomplish this year, and then think about how you need to mature as a team moving into 2020. For example, as you think about 2019, do you want to start focusing on one of your strategic audiences and dedicate a full-time resource to it? Does it mean you make a more robust investment in building out your recruitment marketing content to increase your career site visitors by a certain percentage?
Your 2020 Vision objectives should be focused on long-term optimization of your team and your function. For example, do you want to have a robust team that is fully functioning over the next 24 months? What about increasing overall candidate engagement through direct outreach by 50 percent? Or maybe you want to really focus on conversion and outcomes to increase your application conversion rates by 50 percent. Whatever they are, your objectives should be specific, measurable and achievable.
Step 2: Get Laser Focused On Programs This Year
Knowing the recruitment marketing programs you will execute in 2019 gives you greater focus to start building your team. Describe the programs you want to accomplish this year that will specifically enable you to achieve your objectives for 2019 and beyond. For example, if increasing your social presence is one of your core objectives for the year, then maybe you consider investing in a social media recruiting role. Or maybe you want to focus on building more robust recruitment content. Then you should consider how you can add a role that focuses on content creation for your employer brand.
Step 3: Prioritize Key Required Roles and Identify Skills for Each Role
Knowing that your recruiting organization has unique needs for creating a high-performing recruitment marketing team, you need to prioritize the roles that will enable you to achieve success most quickly. As recruiting organizations mature, the majority of successful recruitment marketing activity is being driven by dedicated specialists, rather than at the recruiter level. The eight specialist job roles most important to organizational maturity fall across four key categories, including strategy and operations management, brand and messaging, channel execution and audience ownership. Don't forget, every organization is different. The order to fill these roles, and whether you look externally or develop internally, is based on your unique recruiting challenges, needs and priorities. Start by listing your prioritized order of these eight job roles to achieve your short-and long-term objectives.
Step 4: Identify Existing Resources and Leverage Available Talent
If you choose to engage your corporate teams, especially as you try to address the gap in skill sets for your existing recruitment marketing team during the short-term, try to find ways to collaborate early and often. Take time to identify specific ways you can work together to advance your objectives. For example, involve your internal creative resources to conceptualize, develop and design high-value assets that will fuel your recruiting strategies. When you effectively leverage your internal resources and allow cross-functional ownership in your talent attraction initiatives, you’ll be impressed with the outcomes and success you can achieve in finding the right talent for your organization.
Step 5: Define Accountabilities and Establish KPIs
One of the most important things you can do in your recruitment marketing team is to clearly identify the accountabilities of your existing team by role. Knowing that you’d like to build out your team over time, it’s important to understand how you can use your current roles to their maximum potential, and those you leverage from corporate functions, by defining accountabilities across the four categories mentioned earlier. Then, once these accountabilities are established, ensure you create the key performance indicators (KPIs) for each role. Over time, as you build out your team, you can formalize these accountabilities at the specialist level.
Step 6: Create Training and Development Plans to Build Skills
After listing the accountabilities and KPIs associated with each category, it’s essential that you learn the areas you should focus on for greater performance. For example, if you are looking to increase your focus on strategic audiences this year, does your current resource associated with this accountability have the knowledge of the specific audience? Could he/she benefit from learning how to better engage veterans or D&I audiences? Do they know where to go to find this type of talent? Whatever it is, make sure your training and development plans align with your objectives for the short-and long-term.
Step 7: Build the Business Case for Hiring for Short-and Long-Term
Now that you’ve reached this step, it’s time to build the business case to hire specialist roles. Take time to identify the financial impact of adding each role, developing the role internally, or leveraging existing resources. Clearly spell out how much each resource will cost, evaluate alternatives, and identify the outcomes that hiring each resource will impact. Develop an objective statement for each role, offer benefits and limitations associated with each new hire, provide a risk assessment of what could happen if you do or do not hire each critical role, and identify your ideal timeline for hiring.
Step 8: Now, Get After It!
Maturing your recruitment marketing team takes strategic vision, hard work and tons of commitment. When you establish the roadmap to advance your organizational maturity, you will deliver world-class results that candidates expect and your organization demands. Now, go accomplish your objectives and show what you’re made of.
Ready to Learn More?
Learn the best practice framework for structuring your team to advance your organizational maturity and optimize recruiting performance. Find out specific skills and job descriptions you can use to build out your recruitment marketing team. Download our eBook on the Eight Essential Job Roles for Building an Effective Recruitment Marketing Function.