Job seekers are scarce, so recruiters need help to engage candidates. It’s time to think like marketers.
What is Recruitment Marketing?
Recruitment marketing combines marketing tactics and recruitment practices to attract top talent and to nurture candidates before the application stage. Recruitment marketing demands a solid understanding of your target candidates and includes elements of traditional marketing practices. This enables recruiters to engage with people at the earliest phase of the recruitment cycle and keep communicating with them for as long as possible.
Define your audience.
Start with your target audience, which in this case, is your ideal talent pool. If you work across different industries or locations, or if you recruit for various types of roles your pool may be very diverse. Create a profile or ‘persona’ of this talent pool. Think about who they are, what they enjoy doing, which social media they use, what their career typically looks like, how frequently they change roles…. the list can go on and on. You are looking to build an image of this audience, so you can understand how they will be attracted to specific roles and your marketing content.
Tailor your message.
Engaging with a prospective client or candidate is about providing them with messaging and information that is interesting to them. Your target profile will have uncovered topics that your audience wants to engage with. This could be industry news, specific social media channels, tips and advice for their job, opinion pieces or training materials. For specialist and niche recruiters, this is vital to establish and providing thought leadership in your industry.
Consider your approach.
Once you have your targets and key messaging nailed down, you can begin to map out your route to reaching your audience. Determine how you can add value to your audience’s day, such as through thought leadership content, videos, podcasts, live seminars and workshops, and consider the best channels to publish this content based on the profiles you’ve built.
These channels can include social media, email campaigns, text messages, IM, digital advertisement, or direct mail. In doing this, it is important to ensure your messages remain consistent on both an employer brand and profile basis.
Build a calendar of activity to help ensure you stay in regular contact with your audience. The calendar is a living document that should be flexible and adjust depending on what else is going on, but have a plan and stick to it as much as possible.
Get stuff out there.
Generating content doesn’t need to be difficult. Talk to your consultants, clients and candidates – and don’t be afraid to work with them on marketing projects, you may be surprised how many people are willing to help by sharing their views, advice or experiences.
Measure your results.
You want to make sure that this hard work doesn’t go to waste, so think about your ongoing processes for measuring your results.
Each time you post a piece of content, make sure to utilize tools to measure views, likes, shares and other interaction activity. Go back and review what has been successful and what did not work so well. Look for trends and data that identify what type of activity works best for your audience.
Always ensure there is a call to action, data capture form, or method for someone to contact you. Just like ours. Never forget to create the simplest way for the candidate to submit their information. Not everyone will apply for a role, but encouraging them to provide their details with enhance your database for future placements. Ensure that your forms and processes are GDPR compliant to preserve your candidate database.
Go ahead. Discover new opportunities.
Mapping out the marketing process helps you take a more structured and logical approach to candidate attraction. A new and unique strategy will lend to more placements. Not only will you will discover more about your talent pool – you will get to utilize your knowledge of the target audience to gain more traction. As you try new things, different strategies will work for your organization but as you evolve your processes, you will discover how marketing for recruitment leads to new opportunities.