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.
8 Common differentiators in Digital Recruitment Marketing
When working with a digital recruitment marketing specialist, digital recruiter or recruitment marketing vendor make sure they have the skills you need to develop an effective digital recruitment marketing strategy that will go beyond placing job ads online, job posts on LinkedIn or building a flashy career webpage. Here is a look at the eight most common differentiators in Digital Recruitment Marketing.
1. Type of services
Is it a BPO (Business Process Outsourcing), where the vendor takes care a various aspect of the business, such as marketing, sourcing, and recruitment, or an RPO (Recruitment Process Outsourcing) that is solely responsible for recruitment process and may have no control over the marketing aspects of your business.
2. Capabilities and Deliverables
Find out specifically what services the vendor offers and if they have experience driving results in a recruitment funnel. Are they large enough to handle your current and future recruitment needs? Can they provide both recruitment and digital marketing expertise?
3. Job Market Knowledge
The job market has transformed greatly in recent years. Any RPO or BPO should have a full grasp of today’s job market. They should understand candidate behavior and how to use candidate data to both attract and identify your “ideal” candidates?
4. Technical Knowledge
Technical knowledge is a must for digital recruitment marketing success. Any third-party vendor should understand how to develop and implement various digital marketing techniques, whether it’s content marketing, social media posting, visual marketing or any other strategy.
5. Push or Pull Marketing
Push marketing techniques allow your recruitment marketing strategies to reach actively seeking candidates who are currently looking for new employment opportunities. as well as passive candidates that require you to seek them out. Pull marketing is a recruitment marketing approach designed to attract passive candidates to your company through non-intrusive methods.
6. Predictive Data
Predictive data plays a vital role in both digital marketing and recruitment and is a must for digital marketing in recruitment. This high-level data enables your company to connect directly with your target candidates, which will improve both time-to-hire and quality-of-hire.
Don’t confuse sourcing with traditional recruitment. Sourcing works to create a continuous pipeline of prospective candidates, while traditional recruitment (push marketing) only looks for candidates when a position within the company opens. For digital marketing to be successful, it must be an ongoing process.
Engagement with prospective candidates can mean the difference between hiring the candidates you want and not. Digital marketing for recruitment must focus on building strong engagement with the candidate through meaningful conversations.
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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