During a recent conversation with a talent acquisition leader from a leading global manufacturing company, we explored the increasingly common trend in enterprise organizations for investing, developing and building out their recruitment marketing teams. After reflecting on the recent departure of one of his recruiters, this VP of TA said, “We know now that will have to create a newly defined role to replace someone who had been doing this ad hoc in their recruiting capacity.” This comment mirrors the same sentiment across maturing recruiting organizations today.
Now that enterprise companies are recognizing the positive impact that recruitment marketing has on attracting, nurturing and converting talent, they are starting to discuss the types of job roles that can best contribute to their recruiting success and take their teams to the next level. Working with some of the largest enterprise organizations, we are often asked, ‘What roles are most critical for a successful recruitment marketing team?’ We’ll help you start to answer this question here and identify specific job roles most important to accelerating your recruiting performance and advancing your organizational maturity.
The Increasing Importance of Recruitment Marketing Specialists
As recruiting organizations mature, the majority of successful recruitment marketing activity is being driven by dedicated specialists, rather than at the recruiter level. This means the number of specialists in your organization will likely go up, while those activities being performed at the recruiter level will go down.
To empower the success of your recruitment marketing activities and advance your organizational maturity, you have to consider which roles are most important to fill first, and those you will have to leverage from other parts within your company. Remember, as you begin to hire new talent for your recruitment marketing team, you are looking for people with outstanding communication skills, those who can relate well to others, understand the importance of nurturing and empathizing with candidates, stay organized and collaborate well with others. People with these skills may come from traditional recruiting or marketing functions, or they may have other forms of experience across different disciplines that you can leverage. So let’s take a look at four broad categories of jobs that can help you structure your team and highlight some specific roles within each.
How to Structure Your Recruitment Marketing Team to Mature Your Recruiting Organization
The most important job roles by category tied to maturing your recruitment marketing team structure typically fall across the following four categories—strategy and operations management, brand and messaging, channel execution and audience ownership. Within these four categories, we’ve identified the two most common job roles that can drive success around these areas.
#1: Strategy and Operations Management
Within recruitment marketing, an essential function is overall strategy and operations management. And typically, you need both an operational manager role as well as an operations analyst. Let’s examine the ideal person who would make up the ops manager role to give you an idea of what you should look for:
Recruitment Marketing Operations Manager
Finding a highly talented Recruitment Marketing Operations Manager means looking for an individual who deeply understands talent acquisition strategy and marketing operations. This means a person who oversees and continuously improves the candidate experience, candidate engagement and candidate communications. A person who supports the development and enhancement of your employer brand, who can easily uncover and tell employee stories to reinforce your recruitment messaging and the employee value proposition, and who can identify how to strategically engage candidates through multi-channel outreach. This role supports candidate campaign execution, optimizes job advertising spend, understands and drives a pipeline of high quality talent and manages overall recruitment marketing operations and technology.
#2: Brand and Messaging
At the heart of your talent acquisition strategy is your employer brand and the recruitment content to support your candidate attraction efforts. Most enterprise organizations have invested heavily in their employer brands, and have already started building the teams to support this effort. Typically, the most critical roles in building an authentic employer brand include the individual or team responsible for the brand, and the person or team responsible for content marketing. Here we highlight what’s most important to overall employer brand roles:
Employer Brand Roles
The individual (or team) responsible for developing, articulating, supporting and enhancing the employer brand must possess authentic storytelling abilities, and truly understand that an employer brand is more than just a company’s vision or values. This person must be able to show what it’s really like to work in your organization, and articulate a genuine employee value proposition that provides a window into your culture. This means actively capturing employee stories, explaining potential career paths, and walking through a typical day for various key talent audiences. Individuals in this role must be creative, compassionate, and comfortable working across multiple candidate outreach channels to articulate the employer brand, including career sites, blogs, videos, social, digital, review sites, and in-person events, while juggling multiple employer branding priorities. Communication skills, cross-functional collaboration and organization skills are a must.
#3: Channel Execution Roles
Within any maturing recruitment marketing team, you should start to identify those specialists who will own specific channels for execution. The two most important roles in this capacity are those focused on candidate sourcing and social media recruiting. Take a look at the critical role of Candidate Sourcing Manager:
Candidate Sourcing Manager
The Candidate Sourcing Manager is responsible for finding talent across multiple sources, building candidate relationships and pipelining talent for future hiring. This person should be comfortable leveraging the latest technology, and actively seek to improve the effectiveness and scalability of finding new candidates and expanding talent reach. Individuals in this role must be highly organized, passionate and data-driven. This role requires someone who also has outstanding analytical capabilities and continuously seeks to identify the most effective sources of talent to improve sourcing activities. Working in this role requires management of candidate relationship management technology, and the ability to measure results from overall sourcing activities.
#4: Audience Ownership
Ensuring your recruitment marketing team is structured, prepared and ready to prioritize specific talent audiences is important in taking your function to the next level. This requires you to put in place those team members focused on both key talent areas as well as specific strategic audiences, like campus, D&I and veteran recruiting. Here is an overview of the role you should focus on key talent areas:
Key Talent Areas Role
This role is dedicated toward identifying, prioritizing, sourcing and nurturing key talent areas that are most important to your business results. For example, subject matter expert recruiting roles, like Head of Nurse Recruitment or Hourly Recruiting Manager, have existed in large-scale talent acquisition functions for quite some time. A person in this capacity is analytical, strategic and understands the importance of segmenting key audiences for attraction, engagement and outreach. Individuals who will thrive in this role are organized, have the ability to attract and engage candidates through multi-channel outreach, and know the ins and outs of key talent audiences, like specific job families or geographies, or relationship audiences, like employee referrals, internal employees or even past applicants. With strong communication abilities, critical thinking and process improvement orientation, an individual in this role is always prioritizing the audience that he or she is responsible for attracting and converting throughout the talent lifecycle.
Get Your Roadmap to the Next Level
Having a roadmap to structure your team is essential in advancing your organizational maturity for the future. So make sure you know where you need to go to mature your recruitment marketing team and organization to start simplifying the path toward recruitment marketing optimization. And don’t forget, every organization is different. The order to fill these roles, and whether you look externally or develop internally, is based on your unique recruiting challenges, needs and priorities.
If you’re interested in learning about the remaining recruitment marketing job roles featured in our latest eBook, “Eight Essential Roles for Building an Effective Recruitment Marketing Function,” then download our new guide now. This new eBook offers suggestions on how to structure your team and the roles you should consider investing in, provides data on the resources other organizations are planning for the future, and dives into the specific job functions you should first consider to advance your organizational maturity.