Three Barriers to Recruitment Marketing Optimization


Part 3 of the Advancing Your People, Processes and Technology Series 

Recently, we sat down with one enterprise customer to discuss the challenges she has faced in leading her recruiting organization toward recruitment marketing optimization. As she shared her organization's journey and their maturation as a company, one thing really stood out. She said, “We never really struggled with the ‘what’, we struggled with the ‘how.’” This sentiment is likely what many talent acquisition professionals and recruiting organizations are feeling when it comes to developing and optimizing their recruitment marketing function. One of the primary reasons for this is that there are many barriers standing in the way of recruitment marketing maturity. If you are struggling with knowing how to improve your recruitment marketing strategy, processes and technology, then take time now to find out where you should focus on to ensure guaranteed recruitment marketing success in your organization with our free online self-assessment. 

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Top Barriers to Optimizing People, Processes and Technology

To optimize your recruitment marketing function, you need three things. The right people, the right processes and the right technology. And really, it’s the combination of these three elements working together that make a win for your company and your candidates. In fact, Bersin by Deloitte has found that highly effective recruitment marketing organizations actually spend 30 percent less and hire in 30 percent less time. So what creates the biggest barriers to optimized recruitment marketing in relation to people, processes and technology? Let’s take a look at these three more in-depth now:

#1: Barriers to Optimizing People

Many organizations right now are at a point in time where they are creating or structuring their recruiting organization for the very first time around recruitment marketing subject expertise. Whether that’s recruitment marketing operations, content creation and employer branding subject matter expertise, or simply the personnel to dig in and do the analytics. However, it’s often people who are holding teams back, and that’s a matter of organizational planning and building for the future. 


#2: Barriers to Optimizing Processes

When it comes to optimizing your processes, you have to start with self-awareness. Where are you today as an organization? Do you know what your current maturity is from a recruitment marketing technology and process perspective? And do you have a roadmap for where you want to go as an organization in the next 12 to 36 months? 

Without this understanding and self-assessment of where you are today and where you want to be in the future, it is hard to limit the distractions that naturally occur. This can include economic distractions, like hiring starts, stops, freezes or thaws. Or it can include technological distractions and market disruptions, such as emerging technologies, like AI or SMS. These types of technology disruptions can create a barrier to optimization if you do not have a solid game plan of where you are and should go, and which technology can empower you to get there quickly. 

#3: Barriers to Optimizing Technology

Many organizations entered this decade with an ATS as their only recruitment technology. And while applicant tracking systems are generally pretty good at tracking applicants, they are not meant for identifying new applicants, offering access to new applicants, or providing modern candidate experiences. Employing only an ATS provides inadequate capabilities to attract, nurture and engage top talent and represents a significant barrier to optimizing recruitment marketing. 

Another gap from a technology perspective focuses on integration. Today, organizations often depend on weak integrations or have data that does not flow congruently. And this creates a significant barrier to optimizing recruitment marketing when data is not flowing appropriately. Finally, if you do not have the right capabilities and a true integration of data, you will find that your recruiting organization ends up with a number of disparate tools that do not get used by recruiters. And despite all the change management efforts, the ultimate feedback you will receive is that the tools are too complex, resulting in low adoption and little impact. 

What It Takes to Be Successful in Recruitment Marketing

Recruitment marketing optimization requires a methodology that guarantees recruitment marketing success. The EVOLVE Recruitment Marketing Framework guides talent acquisition professionals toward strategies and tactics that provide the biggest uplift to recruitment marketing results. It is not a one-size-fits-all approach. Rather, it provides structure around the six core process areas of recruitment marketing, including inbound marketing, sourcing, outbound marketing, relationship management, candidate engagement, and conversion and outcomes. 

EVOLVE Recruitment Marketing Framework

Remember, the payoff for optimizing your recruitment marketing processes leads to quicker hires, more qualified talent, less turnover and lower cost per hire. And that leads to happier candidates, more effective operations, and happier recruiters.

Innovation to Modernize Candidate Engagement

As you start to eliminate the barriers to optimized recruitment marketing, then you can start to leverage optimized recruitment marketing technology. And we could not be any more excited to share some of the new features we’ve recently released to further modernize candidate engagement for our clients. With improved segmentation of audiences, Talemetry Source & CRM now allows recruiters and sourcers to create and nurture important target audiences, and manage candidates in different lifecycles. New flexible filters, the ability to edit custom fields, view additional attachments, flexible data access rules for roles, and a number of other new features and enhancements, empower organizations to be more strategic around their audience segmentation and prioritization.


Looking to build closer relationships with audiences? Talemetry Candidate Portal also now increases candidate engagement by enabling candidates to manage individual subscription settings and consent, maintain consistent branding, allow candidates to choose their language, view the status of job applications, and manage easy identification via email. For deeper insights into audiences, Talemetry now enables recruiters to more fully understand audience behavior and track the effectiveness of recruitment marketing outreach through deeper candidate job notifications analytics and source of talent network. These new innovations represent our commitment to continue investing in new platform functionality and to make our customers successful in optimizing their recruitment marketing function.

Ready to Start Optimizing People, Processes and Technology?

We trust you’ve enjoyed our three-part series on Advancing Your People, Processes and Technology this summer. If you are ready to learn more, then take time to watch our webinar discussion with four well-known thought leaders to learn how these three elements working together will optimize your recruitment marketing success—both now and in the future.


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