For years, companies have successfully used digital marketing strategies to engage with their customers. In fact, businesses have become so good at digital marketing that they can use multiple tools and techniques to effectively connect with their target audience at any point during the buying cycle.
Recently, companies have found that they can use the same marketing principles they use to attract customer to also attract top talent candidates. This revelation has made “Digital Marketing Recruiters” quite the buzzword in the industry. Despite all this talk about digital marketing in the recruitment industry, very few know what it really means or more importantly how to use it in a way that really attracts top talent candidates.
What Is Digital Marketing in Recruitment?
Digital marketing is a comprehensive term for all online marketing efforts with the primary goal of attracting, identifying and engaging with your target candidates. At its core, digital marketing is marketing and more than just posting a few job ads online, job posts on LinkedIn or videos on a flashy career webpage. Instead, digital marketing is a comprehensive term for all online marketing efforts including the behind-the-scenes collection of marketing data to make more informed recruitment decisions.
What is the Role of Marketing in Recruitment
For digital marketing to drive real results, it is vital for employers to understand the role marketing plays in the recruitment process. There are several things marketing needs to do for recruitment.
1. Develop Brand Identity
Any digital marketing strategy for recruitment must focus on developing a unique employer brand identity that compliments the company’s Core Value Proposition on the job market.
2. Create Custom EVP
Every employer should create their own custom EVP that speaks directly to their target candidates. The EVP must show prospective candidates why they should work for your company.
3. Differentiate and Position EVP
With intense competition in today’s job market, marketing must find a way to differentiate the company’s EVP to their target group.
4. Build Online Presence
An online presence does not happen overnight. Your digital marketing strategy should involve a plan to build an online presence for the company whether they are currently hiring or not.
5. Generate a Candidate Pipeline
Attracting the “right” candidates is the most important aspect of digital marketing. Recruiters should focus on actively sourcing qualified people interested in new career opportunities as they become available and on candidate engagement through meaningful conversations with prospective applicants as a means of generating leads
6. Build the ‘Right’ Messaging Campaign
Messages can be very powerful when used to speak directly to your target candidates. Creating a touchpoint strategy that is not just about one single job position, but a precise and career value-oriented series of conversations that really provides insight into what it’s like to work for the company.
7. Maximize Recruitment Marketing Budget
For many companies, recruitment budgets have remained stagnant for years, which makes it more important than ever to maximize the recruitment marketing budget to achieve the greatest ROI.
How Marketing-Savvy Should a Recruiter Be?
Marketing and recruitment are two very different business components, and they require a very different skillset. In addition, many of these skills are not directly transferable. In order to be an effective marketing recruiter having just one skillset or the other is simply not enough. To be successful in digital marketing in recruitment, one must have a complete understanding of digital marketing strategies and techniques, as well as an in-depth understanding of today’s job market landscape and sourcing practices.
At Tulsie we believe that digital marketing is the next step in a successful recruitment strategy. Our Smart Sourcing Services bring marketing, data, candidate behavior insight and technology together to go beyond the job offer and employer brand to connect and meet candidates’ needs as part of deeper, more enduring, and in many cases increasingly interactive, relationships to ensure continued recruitment success. Learn more about Tulsie’s smart sourcing solutions today.
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