The Four Levels of Recruitment Marketing Maturity You Need to Know



The French philosopher and 1927 Nobel Prize winner in literature Henri Bergson once said, “To exist is to change, to change is to mature, to mature is to go on creating oneself endlessly.” While the process of maturity may seem daunting to some, it’s a challenge readily accepted by others. And that’s often the case in recruitment marketing. Some organizations have reached the place where their recruiting strategies and processes are well-oiled and highly sophisticated. Continuous improvement is the game. But for many other companies, the maturity process is limited. They lack understanding of how to change or move their recruiting organization to the next level.

In Part 1 of our Evolve Recruitment Marketing Series, we discussed how recruitment marketing is a lot like running a marathon. Hours of preparation, training and conditioning working together over time to reach peak performance. But optimizing performance comes from knowledge and experience. And it takes a framework of maturation to grow and improve. So what can you do as an organization to evolve your recruitment marketing function?Evolve recruitment marketing framework

Introducing the EVOLVE Recruitment Marketing Framework™

If your recruiting organization is struggling to understand how to improve and optimize performance, then you need to identify where your recruitment marketing stands in regard to capabilities, processes and technologies. Our framework for evolving recruitment marketing will help you self-identify and develop strategies to improve the effectiveness of your recruitment marketing function—and demonstrate ongoing value to your organizational performance. Let’s take a look now at the four fundamental levels in our framework so you get a better idea of how your company measures up.

Level 1: Ad Hoc Recruitment Marketing

This maturity level means recruitment marketing and talent sourcing activities are occurring, but they are not planned, nor are they consistent. Job roles may get filled, but activities are not scalable or reliable for enterprise organizations. Very limited measurement may be in place for recruitment processes and compliance. But delivering a modern, consumer-quality candidate experience and candidate relationship management (CRM) are totally out of reach.

Level 2: Developing, but Disconnected Recruitment Marketing

At Level 2, companies may have various solutions in place, like basic compliance, marketing, sourcing and CRM, but they are often disparate. Recruitment marketing technologies also may have been implemented, but not integrated. Strategies, campaigns and tactics are more intentional and aligned with desired business outcomes. Improved insights begin to expose candidate source and hiring process effectiveness.

Level 3: Integrated and Efficient Recruitment Marketing

Recruitment marketing at this level features strategies that are increasingly automated with targeted campaigns to defined audiences. Reach expands through more and broader channels to talent. Integration across recruitment marketing processes and technologies is required to achieve desired insights and results.

Level 4: Advanced Recruitment Marketing

At this level, companies have reached advanced maturity, leading to activation of edge strategies, increased channels, micro targeting, and increased personalization of recruitment marketing. Full automation is pursued and achieved wherever possible. Advanced content marketing is now a real possibility.

Now Take a Look at the Numbers

Optimizing recruitment marketing performance requires introspection. That’s why we’ve provided our maturity and effectiveness framework. But it’s not just theoretical. With nearly one-quarter of the American workforce, or more than 41 million people, changing jobs every year, according to the Bureau of Labor Statistics, and a $200 billion recruiting industry worldwide, estimated by Bersin, there is tremendous investment annually in recruitment. And that means there will be increased visibility and scrutiny on the return on investment that recruiting dollars deliver.

Time and time again, we’ve helped companies mature in the effectiveness of their recruitment marketing strategies and technologies. And that leads to better applicants, decreased time-to-fill and more optimized performance. Here are some examples of the companies we’ve helped evolve:

  • Within six months of implementation, the University of Pittsburgh Medical Center (UPMC) had one million visits to its new career site—with the average visitor spending more than five minutes. Even more impressive, UPMC received more than 1,800 applicants within the first month.
  • A global financial institution with 80,000 employees matured its recruitment marketing process and saw applicant conversion rates increase to 57%, with some job categories increasing to 97%. Search traffic increased more than 50% and the talent network grew by 18%. And with more known candidates in the CRM, the company reduced external advertising costs by 45%.
  • One large national retailer improved seasonal hiring with a more mature recruitment marketing platform. At its one-day seasonal hiring event, the retailer increased the historical application rate by more than three-fold. The company received 31,000 applications, making 18,000 job offers in just one day with only a 1% fail rate on background checks.New Call-to-action

 So How Does Your Recruitment Marketing Stack Up?

Evolving the effectiveness of your recruitment marketing function should inspire and empower your organization. But it starts by understanding where you are currently and then putting into place the strategies, processes and technologies that will advance your organization to reach greater levels of maturity.

We hope you’ll take the next step in your maturity process, and watch the webinar replay, featuring George LaRocque, Principal Analyst and Founder, HRWins Reports on HR Technology Innovation. Learn practical steps for moving your recruitment marketing function to the next level and gain insight into prioritizing your recruitment marketing investments to drive performance for the future.

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