Recruitment marketing is a relatively new trend in the HR world. However, it has quickly evolved way beyond being just another HR buzzword. Recruitment marketing is now an inevitable part of every successful recruiting strategy. If you haven’t already, you should get started with your recruitment marketing efforts ASAP! In this article, I will show you exactly how you can get started with recruitment marketing in 5 easy steps.
What is recruitment marketing?
Recruitment marketing is the term used for the application of marketing methods and tactics in recruitment.
Basically, it means that you are trying to “sell” your company to potential candidates. You can do that by building and promoting your employer brand. Your employer brand is your reputation as an employer of choice.
Using marketing tactics to promote your employer brand will help you attract the attention of your ideal candidates, trigger their interest in your company and drive them to apply for your open job positions.
Why do you need recruitment marketing?
Recruitment marketing is a solution for the main hiring challenge today - finding qualified candidates. According to a 2018 study by the National Federation of Independent Business:
- 87% of employers who said they were hiring reported “few or no qualified applicants" for the positions they were trying to fill.
In the times of global talent shortage, savvy recruiters decided to borrow proven tactics from their marketing colleagues and apply them to attract candidates.
The competition for talent is great, so if you don’t get started with recruitment marketing ASAP, you will be left behind!
Recruitment marketing benefits
Brandon Hall Group’s research revealed significant positive impacts from recruitment marketing. Of companies who used recruitment marketing:
- 76% see improvement in candidate quality
- 76% see improvement in new hire engagement
- 63% see improvement in new hire retention
- 61% see reduction in time-to-hire.
According to LinkedIn:
- A strong Employer Brand reduces turnover by 28% and cost per hire by 50%
- Companies with strong Employer Brand see 50% more qualified applicants and take 1-2x faster to hire.
Obviously, recruitment marketing is an effective way to hire better people faster and cheaper and keep them longer.
How to get started with recruitment marketing?
Here are 5 easy steps that will help you get started with recruitment marketing:
Step #1: Define your candidate persona
To get started with recruitment marketing, the first thing you need to do is to define your so called candidate persona. Candidate persona is the semi-fictional representation of your ideal candidate.
Go beyond classical job requirements, such as education, qualifications and skills. Give your candidate persona a name, a look, a lifestyle. Create a vivid image of an ideal candidate that would be not only a perfect fit for your job position, but also for your company culture.
Step #2: Define your Employee Value Proposition (EVP)
The second step of getting started with recruitment marketing is defining your employee value proposition. A well defined employee value proposition is a magnet for attracting candidates. It is a compelling answer to candidates’ first and most important question:
“Why should I be interested in working for your company? What’s in it for me?”
Think beyond the classical concept of compensation as salary and some benefits. What else could you offer to your candidate persona? Here are a few ideas:
Step #3: Choose promotional channels
The third step in getting started with recruitment marketing is choosing the communication channels to promote your employer brand and your employee value proposition.
You can use many different channels for recruitment marketing, such as your company's career site, job boards, social media, different online and offline recruitment events, social media and many others.
You can’t cover all of them, especially in the beginning when you’re just getting started with your recruitment marketing efforts. Focus on a few top communication channels that your candidate persona uses the most. Go where your candidates already are!
Step #4: Create recruitment content
If you followed the previous three steps, you are well on your way of getting started with recruitment marketing. You know who your ideal candidate are, you know what to offer them and you know where to find them.
Now you need to come up with a creative recruitment content ideas that will attract their attention and present your employer brand and your employee value proposition in the most effective way.
Put yourself in your candidate persona’s shoes and write about things that your candidate persona finds interesting and exciting.
Finally, make sure that you create content in the most appropriate format for your chosen communication channel. For example, if you’re communicating via your company website, you can create written content to enrichen photos and videos. But if you’re using Instagram, focus mainly on photos and short key message with lots of hashtags!
Step #5: Measure and evaluate
The final step you need to take to get started with recruitment marketing is to measure and evaluate your recruitment marketing efforts. To do that, you need to track and measure the most important recruitment metrics. Luckily, modern recruitment marketing software will do that for you. These tools will automatically track and measure the results of your recruitment marketing campaigns and create beautiful reports you can use to find best practices and bottlenecks in your recruitment marketing strategies.
This way, you can constantly adjust your recruitment marketing efforts to achieve the highest possible return on investment.
Getting started with recruitment marketing: the key takeaways
Recruitment marketing means using marketing methods and tactics in recruitment. It is an effective way to hire better people faster and cheaper and keep them longer. To get started with recruitment marketing, you need to:
- Define your ideal candidate
- Offer your ideal candidate a compelling reason to come work for your company
- Find the best communication channel to reach your ideal candidates
- Present a compelling recruitment content
- Evaluate the results of your recruitment marketing campaigns.
Want to learn advanced recruitment marketing tactics?
If you’re interested in learning the advanced recruitment marketing tactics, check out the list of the recruitment marketing strategies every modern recruiter should use.