Referred to as recruitment strategy, recruitment marketing is utilized to find, attract and nurture possible candidates by using the available marketing tools. The candidates will find out more about your company and open positions.

An applicant tracking system can help to manage the individuals that seek out your published roles. Recruitment marketing is the primary source of interest generation and its successful implementation attracts candidates to apply to the open roles you offer.

Job postings can be utilized to include social media advertising to increase the number of applicants as well. Your company can invest resources to construct effective campaigns for recruitment marketing and the job posting can communicate information about the employer brand.

Apart from posting your open positions to careers section of your Company website, you can utilize other recruitment marketing tools such as email marketing and messages to target passive candidates. The overall concept is highly effective in funneling down talented candidates that show interest in your business.

What is employer branding?

The employer branding is the identity that defines a company and expresses this to the current or potential employees hired by your Company. Once you define your employer branding properly, the organization’s aim, objectives, and cultures are effectively illustrated.

A successful expression of the employer brand would:

  • Demonstrate what the organization stands for
  • Communicate the mission of your company
  • State its vision explicitly, and
  • Convince the potential candidates about the upsides of joining your company.

What is a recruitment marketing strategy?

A recruitment marketing strategy incorporates the recruiting strategies to ensure the following aims are effectively met by your company:

  1. It elaborates and showcases the employer brand to the potential candidates
  2. It helps to clarify the touchpoints where the employer brand is being communicated throughout the process of recruitment
  3. It helps to generate engagement through content
  4. It also provides potential recruits with valuable business insight.

What are the tools for recruitment marketing campaigns?

Successful recruitment platforms include effective recruiting software, applicant tracking system, employer branding, content marketing, Job Posting, company careers site, social media advertising, email marketing, recruiting events, and employee referral.

The platforms utilize content marketing to analyze detailed insights for the return on investment on any recruiting event.

How to improve your recruitment marketing through employer branding?

Gone are the days when the recruitment and hiring process only involved a simple job posting on the company career site or LinkedIn. Employer branding is a significant aspect of the recruitment efforts.

Following are steps to improve your employer branding:

  1. Start by improving your internal employer branding
  2. Research your competitor strategies.
  3. Review your employees’ reviews.
  4. Track your Company’s key performance indicators (KPI).
  5. Invest and develop a better Company culture.

By improving your company branding and using a robust applicant tracking system you will improve your recruitment marketing in order to find the best talent for your open positions.

Employee referrals are effective as well but capable individuals have the freedom to choose their career path in the current job market. This is why recruiting metrics are carefully analyzed to hire the best candidate.

For example, Google is a great example of effective employer branding. It communicates a fun and challenging work environment where it was voted the best employer for 7 years consecutively.

However, you can upgrade your recruitment marketing in several ways:

1. Effective Communication of the Company’s core

You can write down what defines your business and sets it apart from your competitors. Why should the skilled individuals work for you?  You can draft several questions including:

  • What is my business’s purpose?
  • What do we provide?
  • What does my company offer to my employees?
  • What do the employees value?
  • What are the company’s accomplishments?

By finding the answer to these, your recruiting metrics will be on the current track. A recruiting software would make the process more streamlined.

2. Your Content is your Key

When the brand of the company is visualized and strengthened, the generated content in recruiting events brings in more recruits. You have to set the right tone and a unique voice. An ethical and politically correct approach would safeguard your business in recruitment marketing.

Your company will have to cater to various groups to usher in diversity. It works by collecting various cultures together. From your content to the front view of the recruitment software, content marketing needs to be well-organized and distributed.

Content Distribution for Recruitment Marketing

Once the content for recruitment marketing is formed and prepared, the next step involves sharing it on the right platforms.  Job Boards and Social media advertising is a crucial part of hiring candidates.

While your recruiting software keeps track of applications and job postings, you would need to write effective job descriptions and to opt for the perfect platforms to share the job postings and recruiting events. There might be written and unwritten fundamentals of social media advertising but effective recruitment marketing involving the following:

1. Job Boards

As no-brainers, job boards are the center of job postings software where applications are consistently sent into databases of recruitment software. Your company can improve online visibility and SEO ranking through job boards and their management.

With clear job descriptions, the description templates need to be specific to the hiring requirements. As common recruitment channels, job boards can be connected to recruiting software to monitor applications amidst a competitive forefront.

2. Social Media Platforms

There are image-centric plains and word limit platforms, professional settings, and interconnected databases. Each platform carries specific limitations and characteristics. Instagram’s photographic data is completely differentiated from Twitter’s character limit on tweets, etc.

With a preferred mode of content and communication, your company’s information would have to adapt for higher impact upon viewers or candidates. However, visually satisfying graphic content can attract candidates to work for you conveniently. You must leave an impression.

  • You must do the required research on the platforms
  • Create an engaging presence with frequent postings to remain active and relevant
  • Your company would also need to generate curiosity to attract more individuals to apply

Companies such as CoolBlue understand the tricky aspect of social media campaigns. Mastering the funny elements with an informal tone to grab attention, their organizational culture attracts people to purchase from them and apply to work for them as well.

3. Public Relations

Influencers are as important to generate higher leads on recruitment software as they are to promote sales. The company career site can use public relations to bump itself up into top searches.

Good press is helpful for SEO and job posting views. By gaining credibility, your company will attract more employees if someone credible speaks about your employer brand.

4. Video Marketing / Interviewing

Gaining popularity right now, videos and reels are popular enough to convince market specialists to invest in them. They are effective campaign boosters for your recruitment marketing to communicate your employer brand from an exciting perspective.

Viewers prefer to watch quick videos instead of reading long posts about a company they want to apply to.

5. Emails Campaign

Email marketing is popular as well where applicant tracking system holds candidates that haven’t been shortlisted for current positions. These marked individuals are mailed newsletters, upcoming job postings, and recruitment events.

They have the option of sharing those job postings or re-applying for a post. However, email campaigns come with email etiquettes in professional settings for recruitment marketing.

6. Company Career Site

In any recruitment marketing process, the company career site is the backbone of the business. It provides a page for potential recruits when they wish to analyze a business potential employer. It provides useful information and means to enter the applicant tracking process.

Conclusion

A well-defined and vested Recruitment marketing can attract skilled applicants. Understanding the effective promotional perspectives requires expert grasp on social media marketing of job postings and company career site.

While a recruitment software does most of the heavy-lifting, the promotional half of the recruitment process falls on a capable marketer.

One of the most significant things to focus on involves building an employer brand constantly throughout the recruitment marketing process. By learning how your organization is perceived, you can utilize your content to generate higher engagement effectively.

If you found this guide useful, be sure to share it for other modern recruiters and HR professionals to see. Anything else you want to know or any queries you have, please don’t hesitate to contact us!