As we enter the next decade, so much of how companies function centers around technology. But as Harvard Business Review points out, some employers may be missing the forest for the trees — becoming “obsessed with new technologies” they may miss the ultimate goal: making the best possible hires.
The strategic equation of people, process, AND technology remains essential in marketing-driven recruitment along with companies having the right provider by their side to make this possible.
Our own Kerry Gilliam, Director of Jobvite, discussed these essential elements when hosting a webinar with Madeline Laurano, Chief Research Officer at Aptitude Research Partners, and other Jobvite leaders. Below are some of the insights they shared. Take a few moments to listen to the full webinar here.
Recruitment Marketing is On the Rise
Leading Fortune 500 companies use around three core platforms in recruiting today: the Applicant Tracking System, Onboarding System, and the Recruitment Marketing System. And what they’re finding is that recruitment marketing is really the core system to their success in the talent acquisition stack.
According to Bersin, companies who identity as highly effective in recruitment marketing self-report that they spend 30% less and hire in 30% less time on their efforts.
Aptitude’s research into the market also found that recruitment marketing tops the list as the talent acquisition priority for companies this year. They also found companies are citing competition across industries as their biggest challenge. No longer are they vying for top candidates with their own industry alone.
Companies want solutions to engage, nurture, and communicate with top talent even before they apply for job. They want to easily track analytics throughout the process and be able to accurately track ROI. Aptitude found that only 50% of companies are measuring the ROI in technology investments. In this decade, Fortune 500 companies must ensure that the technology they use gets adopted within the organization and demonstrates business results.
What’s Holding Some Companies Back
And yet, while 70% percent of enterprise organizations are investing or planning to invest in recruitment marketing, many companies are still struggling to decide who to invest their TA dollars with as well as how to think about recruitment marketing. It is a different market than ATS, and the variety of providers can create confusion.
The marketing part of recruitment marketing can also feel complex though many believe that it’s exciting and innovative. It’s a process that’s omni-channel, data-driven, hyper-personalized, automated, intelligent, and results-based. The modern recruitment marketing tech stack is 100% dependent on integrations of data for results and metrics analysis to occur. With this data, leaders can tell what is working and what is not and where their dollars are yielding consistent results.
5 Key Recommendations to Advance Your People, Process and Technology
With recruitment marketing technology, organizations can assess the costs, benefits, and payback period of their activities faster than ever. Here are five key recommendations for steps your organization should take to advance your people, processes, and technology:
Simplify the Process - Talent acquisition is more complex than ever. What works for one organization may not work for the next. Assess what is important for your organization. Define your greatest needs, which capabilities will help achieve your goals, and how you want to engage with talent most effectively. Then use this information to create a framework.
Embrace Data – Making sense of all the candidate and process data can be challenging. Ask yourself if your technology partner provides you with the right insights and analytics to inform your decision making and helps you better communicate and engage with candidates.
Don’t Ignore the Consumer World – Candidates want the same experience they get in the consumer world. They also want to engage with future employers in a modern and meaningful way. Make sure your recruitment marketing technology makes this possible.
Think More Strategically – What an exciting opportunity this is to empower your talent acquisition staff. For so long companies were just waiting for candidates to find them with only ad hoc processes for engaging candidates before they applied. Now, you can have a platform that helps your team systematically engage with talent, track that engagement, and deliver a better quality of applicants and hires.
Invest in the Right Provider - This space is becoming more crowded. There are many provider options, but not as much actual expertise. Talk to existing customers and ask the tough questions about providers: Do they have expertise in this market? Are they providing them with a positive experience? Do they have a proven adoption track record with other companies they have worked for? Dig deep.
Don’t forget to ask for a roadmap! Every great adventure needs a plan. A product roadmap will help you differentiate whether a provider is just selling ideas or has actual proven expertise. If they are strategic about their capabilities, how they support clients, their future development, and have a clear action plan for your company – well, that is the makings for a powerful partnership.
Want to get a sense of where your company stands on its recruitment marketing maturity? Take our 5-minute EVOLVE self-assessment.
For more on how to get your company moving forward with Recruitment Marketing contact us.