After a decade of economic uncertainty and high unemployment, job seekers are finding themselves in a favorable job market. As such, recruiting top talent is going to be much harder than it was in 2008. Recruitment and talent acquisition will become a lot more competitive, so positioning your employer brand and recruitment marketing strategy will be key to attracting the best and the brightest.
According to a recent survey conducted by HR.com, only 32% of HR professionals understand recruitment marketing to a high degree and only 20% do a good job. Given this information, in order to truly reap the benefits of recruitment marketing, you must first understand what it is.
According to PandoLogic, recruitment marketing is the suite of strategies and tools you use to build and maintain your employer brand, connect with potential hires, and manage outward messaging about your company. It’s not quite the same thing as standard marketing—you’re not selling your product or service, but rather your company. It’s also not quite the same as talent acquisition. Recruitment marketing consists of the various activities an organization uses to find, attract, engage, and nurture talented prospects before, during, and after they apply for a job. With that being said, here are the potential benefits.
Your employer brand is only as good as its reputation. Targeting sites like Glassdoor and making sure you have a positive image can do wonders for how your brand is perceived. Think about it: if a job seeker wants an honest review of what it’s like working at your company, where will they go? Chances are, they will take to Glassdoor. If they see a plethora of negative reviews, they will most likely pass on working at your company.
But there is more to recruitment marketing than just your employer brand. The software you use will determine how efficient you are at filling your open positions. Having a clear recruitment marketing strategy will keep you up-to-date on the latest technological innovations in recruitment. For example, innovations such as AI-enabled recruitment software can save you time and money on manual tasks that can easily be automated.
Another aspect of recruitment marketing that can’t be underestimated is the power of big data. Data is ultimately the foundation for any AI-enabled technology, especially in recruitment. Big data can help you target people who meet a certain standard and help ensure that you’ll get better candidates.
What proper business doesn’t want a return on their investment? Recruitment marketing is no different. As a recruiter, you’re investing resources in order to obtain employees who then help your company thrive. Part of the recruitment marketing strategy is analyzing your job advertising spend and figuring out where your money is most effectively spent, what’s not working, and reallocating resources as necessary.
Overall, developing and maintaining an effective recruitment marketing strategy is essential if you want to experience all of the aforementioned benefits. By embracing best practices now, you’re helping to ensure better, smoother hiring in the future and an improved candidate experience. Of course, this is just a high-level overview. It doesn’t actually touch on how to achieve these benefits in great detail. If you’d a more in-depth analysis, please visit PandoLogic to read their multi-layered blog post.
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