Recruitment marketing has rapidly evolved and grown from being a nice to have to a core talent acquisition function, as well as a necessity to build proactive pipelines of well-qualified candidates.
The earliest adopters were pioneers in the industry, working with disparate systems and processes. These early adopters were critical to the evolution of now maturing functions. Early adopters may have had one product for social recruiting, another system for email marketing, painstakingly difficult databases of “bought” candidates with extremely limited and out-of-date data -- yet a desire to do it all better.
Those early adopters worked with vendors who meant well, but weren’t prepared to really provide the expertise and demonstrable experience in how to do recruitment marketing effectively. We can think of those early adopters of earning an associate’s, or bachelor’s degree in recruitment marketing. Those with “associate’s degrees” were novices, with disparate systems and tactics. Those who were more mature, with “bachelor’s degrees,” had a first generation recruitment marketing platform.
Those early adopters had version 1.0 of their career sites and candidate experiences. But they were still losing 70-80% of their candidates to abandoned applications. Much like in marketing where we’ve learned that if we make our website too difficult to use and don’t make it easy for the consumer, we will likely lose that consumer. So we do things like adding the “see a demo” button or the “get more information” button that is easy to see and access on the page. And we don’t require that the consumer joins our community, or give us more information about themselves than we really need. Marketers love it when a consumer clicks the “see a demo” button. That’s our goal. But before the consumer takes that action, we know that we need to provide interesting and relevant content to educate them, and make it an easy, inviting experience.
Early adopters also learned the importance of having a dependable, proven vendor. Many early adopters worked with technology companies who weren’t able to deliver what they promised. The vendor told a good story, but when the time came, implementation dates were missed, and results not delivered. Today, still more than 50% of IT projects are failing.
Master’s Degree in Recruitment Marketing
After achieving what felt like their associate’s, or bachelor’s degree in recruitment marketing, the early adopters knew what to look for as they worked towards their master’s. They knew that they needed:
- A single, results-driven platform solution that would enable them to measure the source to application conversion
- An experienced team who could provide not only the technology, but also the expertise on how to execute recruitment marketing strategies
- A dependable implementation team who could provide a detailed implementation plan and get them up and running quickly
- An improved candidate experience that would improve apply conversions
Companies like UPMC are examples of one of those early adopters, who are now masters of recruitment marketing. They recognized the importance of attracting great talent to their success. They invested early in recruitment marketing. But they quickly learned that they had outgrown their solution provider and were ready for their master’s degree in recruitment marketing.
UPMC needed a recruitment marketing platform that was simple, results-driven, and would integrate with their Oracle Taleo ATS. UPMC wanted to expand their relationship-based model with their prospects but did not have the technology solution to take it to the next level.
Today, companies like UPMC who were early adopters in recruitment marketing are taking their organizations to the next level. If your organization hasn’t been an early adopter of recruitment marketing, learn from these pioneers and take your team straight to a master’s degree in recruitment marketing.
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