Many employers erroneously think that building a successful recruitment marketing strategy is all about jobs. The reality is that recruitment marketing is about a lot more than just filling vacancies. The problem is that if employers get tunnel-vision and maintain their focus solely on jobs, they will create a strategy that is more time consuming and costly than it is effective. To better understand this concept, it’s important to take a closer look at what recruitment marketing is and how to master it.
What is Recruitment Marketing
Recruitment marketing involves developing a comprehensive strategy that combines various marketing tactics, such as employer branding, EVP development, SEO optimization, career site marketing, social recruitment, mobile recruitment, employee referral programs, talent networks, job marketing, content creation, email marketing, recruitment events, recruitment data collection and analytics, and CRM (Candidate Relationship Management) to enhance the employer brand message or promote a vacancy in an effort to attract, engage, and ultimately hire top talent candidates.
What Recruitment Marketing Isn’t
Recruitment marketing isn’t about jobs. It’s about developing and promoting your employer brand value in a way that enables you to connect with candidates on a deeper, more engaging level throughout the candidate journey.
Recruitment marketing is not just a singular strategy to fill open vacancies within the company. Instead, recruitment marketing is a collective name used to describe a multifaceted strategy that utilizes numerous marketing tactics. It’s a comprehensive strategy that requires more than just one recruitment specialist. Instead, it requires a cross-functional collaborate approach to handle all the different recruitment marketing tasks successfully.
The Evolution of Recruitment Marketing: The 3 different stages
#1 From print to a dedicated career page online
The first stage is to make the transition from outdated print job ads in the newspaper, which are no longer effective, to developing an online presence by creating a dedicated career page on your company website to post jobs online.
#2 Scale Your Online Presence
The second stage is to scale your online presence to meet the hiring demands of your company. Social recruitment marketing and the development of a strong EVP (Employer Value Proposition) that speaks to the unique offerings of your workplace can help boost your online presence and engage with your ideal candidates.
#3 Create a Digital Human Experience
The third stage of recruitment marketing is about humanizing technology in a way that fosters trust with prospective candidates and creates the ideal candidate experience during both the pre and post stages of the recruitment process. Creating the right content and using analytics to measure and adjust the content as necessary can help you can create a recruitment marketing strategy that will provide candidates with a humanistic experience 7 days a week, 24 hours a day, 365 days a year.
How to achieve Recruitment Marketing Mastery
To achieve recruitment marketing mastery, the old “don’t call us; we’ll call you” recruitment tactic will not work. Instead, your strategy should include these five core elements.
#1 Personalized Experience
Personalization is a vital component of any recruitment marketing strategy. You must work to create a personalized experience for your prospective candidates by developing customized on and offline experiences across various recruitment channels.
#2 Informative Company-Orientated Career Content
Your career content must go beyond an SEO optimization strategy by focusing on being informational and helpful. You want to use your content to shape every perception, of every experienced linked to your company.
In today’s tech-savvy culture, mobilization is a must. The good news is that connecting with prospective applicants through their mobile device will help you create valuable experiences and stay one step ahead of your potential candidates.
#4 Candidate Relationships
If you make the recruitment process just about jobs, you will never find success with recruitment marketing. Instead, you must focus on building meaningful relationships with prospective candidates.
#5 Deep Connections
Candidate engagement is a crucial part of recruitment marketing mastery. You want engagement with the candidates to go on a deeper level, where you are connecting with each potential applicant at various touchpoints throughout the candidate journey.
Smart Sourcing in a Recruitment Marketing Strategy
Smart sourcing helps companies to bring all the essential human elements together in a successful recruitment marketing strategy. It enables employers to scale their recruitment marketing strategies to meet the current and future demands of the company.
Smart sourcing also offers the unique ability to create personalized connections with applicants and to develop an engaging one-on-one candidate experience. Through this high-level engagement strategy, smart sourcing works to build relationships that go beyond a job or a vacancy to create deep relationships to understand the candidates’ needs and wants better. Learn more about how smart sourcing solutions can help you achieve recruitment marketing mastery by contacting Tulsie today.
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