Recruiting Brief

How to Master Audience Segmentation in Recruitment Marketing

Part 1 of 4 in the Evolve Your Strategies with Talemetry Blog Series

‘Know your audience.’ It’s a phrase that modern marketers live by. That’s because truly knowing your audience is at the center of what guides your priorities, drives your strategies and forms the foundation of your messaging. Understanding who you are talking to, what motivates them, what defines them, and what makes them tick is essential in formulating and executing successful marketing initiatives.

Prioritizing-key-talent-audiences

And the exact same is true in recruitment marketing. By defining the knowledge, skills and abilities of your target audiences, and digging deep to define the psychographic and behavioral characteristics that define each of your priority candidates, you can more effectively nurture and engage the exact type of talent you need in your organization. So let’s take a deeper look at how you can apply the same fundamentals from modern marketing to your recruitment marketing activities. 

The Importance of Prioritizing Audiences for Recruitment Marketing

With limited time and resources, it’s easy to overlook the importance of prioritizing key audiences in your organization. But if you want to improve your ability to attract and convert candidates throughout the talent lifecycle, then you need to first understand where your organization is most in need of qualified applicants to drive your business results. Start by identifying and prioritizing candidates by audience. There are three different types of audiences from the EVOLVE framework that you should consider when looking to invest in current and future recruitment marketing opportunities.

  1. Key Talent Audiences: These audiences include volume jobs, targeted jobs or critical jobs, including specific job families or geographies, to build content and campaigns around, and approach from the six recruitment marketing process areas.

  2. Strategic Audiences: Many organizations today have started providing candidate engagement content, or enacting inbound and sourcing strategies to strategic audiences. These can include diversity & inclusion candidates, university relations audiences for students, grads or interns, veterans and military hiring, or strategic audiences around executive hiring.

  3. Relationship Audiences: These audiences can include candidates that you already have a known relationship with, including employee referrals, internal employees, alumni, the contingent workforce, and past applicants, like silver medalists and high potential candidates. Organizations more mature in their recruitment marketing activities also may focus on existing customers for relationship based marketing, and recognize that the candidate-consumer connection impacts how they interact with individuals as both candidate and as customer.

No matter which audience is the primary focus of your organization’s recruitment marketing strategies, prioritizing key audiences should drive everything you do in recruitment marketing. And taking it a step further, consider developing candidate personas that represent each audience so you can better nurture, communicate with and engage prioritized target audiences. Defining personas for each audience segment will help you put a face and name to the type of candidates you are most focused on. For example, look into personality types, hobbies and interests, and identify where these specific candidates spend their time. Talk to top performers in related positions so you can really get to know the type of candidate you are looking for.

Enhancing Your Audience Strategies and Identifying Candidate Lifecycle

In order to build stronger candidate relationships and drive greater candidate engagement with your prioritized audiences, you need a way to enhance your audience segmentation strategies and identify where each candidate is in their talent lifecycle. Once you have your prioritized audiences defined, it’s time to leverage the right process and technology to help you with audience and candidate lifecycle identification.

If you’re like most talent acquisition professionals, recruiters or recruitment marketers today, then you often look for more effective ways to manage, nurture and prioritize talent audiences most critical to your recruiting efforts. For example, have you ever thought to yourself, ‘I need an easier way to manage my employees through internal mobility,’ or ‘I wish I had a better way to create campaigns to nurture my top audiences.’ Or even ‘I sure could use something that helps me manage my past employees and contractors to re-engage them for new opportunities.’ It’s challenges like these that have led Talemetry to develop an incredible new feature in its upcoming product release solely focused on mastering audience segmentation and candidate lifecycle identification.

With new Audience & Lifecycle Type features in our latest product release, you can effectively manage employees through internal mobility and career pathing opportunities, and engage past employees and contractors to re-engage them for new opportunities. You can also segment and differentiate audiences across key talent, strategic and relationship audiences, each aligned to your recruiting objectives, empowering you to more effectively nurture and engage priority candidates. Candidates can be assigned to more than one audience and are attributed to a single lifecycle. Both types can be easily filtered, and access to audience or lifecycle type can be restricted to enable greater operational control. By improving your audience segmentation capabilities and pinpointing where candidates are in their individual journey, you can drive greater recruiting success for your organization.

Evolving Your Strategies with Talemetry

Learning how to master audience segmentation doesn’t happen overnight, But it does start with a single step. Our new Audience & Lifecycle Type features are just one part of the latest Talemetry product release. Throughout this blog series, we’ll be taking a closer look at some of the incredible new features that are part of our upcoming product announcement. And we’ll teach you how you can leverage the best in recruiting AI and chat, user authentication, and analytics throughout the talent lifecycle to empower your own recruitment marketing strategy and function. It’s true, 2018 may be coming to a close, but we’re ending the year with a bang. So get ready to Evolve Your Strategies with Talemetry in our latest 2018 product release.