The future of human resources is in recruitment. Organizations are no longer waiting for talented people to apply for open positions. Recruiters are going head over heels to track down and attract the very best talent their way.
They are not just browsing through LinkedIn profiles and sending out offers via email. They are taking their efforts towards recruitment marketing. They want the target audience to know about the policies and advantages of the organization they represent. From that point of view, recruitment now employs techniques that are very similar to conventional marketing.
Recruitment marketing is a tactical approach that combines social recruiting, content marketing with search engine optimization, employer branding, job marketing, employee referrals, recruiting events, and all other strategies the recruiting team uses to find and engage the best talent in the industry.
Instead of waiting for applicants, they are generating leads. What’s the difference? The lead is interested in your organization. They have the skills and qualifications you’re looking for, but they haven’t applied for a job yet.
How exactly do you get engaged in recruitment marketing? We’ll give you the right tips to implement.
1. Focus on the company’s culture
Through recruitment marketing, you’re basically promoting the company’s culture. Did you know that businesses from 190 countries from all around the world have been reviewed on Glassdoor? If someone is interested in your offer, the first thing they will do is search Glassdoor for reviews from former staff. They will want to learn more about your company’s culture.
The most qualified candidates have the power to choose. If they realize that the people who’ve worked for you weren’t happy with the experience and the organization’s vibe, they won’t bother considering your offer.
As a recruiter, you’re focused on bringing new talent into the offices, but you’re also responsible for the people you attract. That’s why you must find the best elements of your company’s culture and promote them online. It’s what recruitment marketing is all about.
2. Understand the choices your leads have
You need to realize that you’re competing for a candidate’s attention with every other brand in your industry. Catherine Rudick, recruiting manager at Careers Booster, explains that your success as a recruiter depends on your understanding of the competition: “You can find a qualified candidate for any open position you have. The problem is, not every qualified candidate is ready to grab the first opportunity for employment right now. They have options and they are always considering them. Today’s leads want to see how your organization is better than every other option they have. They are mostly focused on the culture, but they want the money, too. I always do my best to find out what chances for progress my competitors offer, and I turn leads into applicants with a better offer.”
3. Create the right kind of content
The purpose of recruitment marketing is developing an employer brand. You’re presenting your organization’s values, culture, and mission in a way that attracts talented people. There is only one way to do that: content. You need to create authentic, engaging, and relevant content that gives all information these people need.
For that purpose, you’ll need to create your candidate persona. This is a person who has the qualifications, skills, experience, and mindset you want to see in the perfect employee. Ask yourself:
- What would attract that person to work in your company?
- What attracts them towards competitive brands and what can you do about it?
- What question does that person have about your organization?
- Where do they look for that information?
You need to create content that answers these questions. If, for example, you’re trying to attract more millennials in your organization, you know they will search for information on Facebook, Twitter, Pinterest, and other social networks. Of course, they will also check LinkedIn, but they won’t stop there. You’ll need to distribute the right type of content throughout all platforms.
What’s the right type of content? It needs to be optimized for search engines, and it should come in different forms. Long-form articles, short blog posts, witty tweets, cool infographics, pinnable graphics in the posts, and videos are just a few of the content formats you should explore.
4. Commitment: the key to success
In its essence, recruitment marketing is not that complicated. You will understand what your candidate persona wants to see, and you’ll deliver the right type of content through the right channels. What makes this process challenging? It never ends. You’ll have to work on employer branding for years to come, so you’ll keep boosting the online reputation of your organization.
The statistics don’t lie: 69% of prospective employees wouldn’t take a job with a company that has a bad online reputation, even if they were unemployed at the moment. Recruitment marketing is a lot of effort, but it pays off.
Of course, you’ll continue posting ads on job boards. You will still consider applicants who are looking for jobs. However, the recruitment marketing efforts will make your brand attractive to people who still don’t know they want to work for you.
For more on recruitment marketing, see Employer Brand Vs. Consumer Brand: What’s The Difference?