Chances are you’ve heard about recruitment marketing, but perhaps you are unsure why you need it, or how to do it. The stakes have never been higher in the competition for talent. Across the board, nearly every company in every industry is struggling to find employees. Traditional recruiting methods are becoming less reliable and many employers are faced with running their establishments with less than optimal staff. This is where recruitment marketing comes in and gives savvy employers a competitive edge.
What is Recruitment Marketing?
Recruitment marketing is the process of attracting and nurturing quality candidates to your company with tools traditionally reserved for marketing. This type of advertising targets potential employees in order to “sell them” on a new career. In a candidate-driven market, employers need to invest more in recruitment marketing to stand out from the crowd and connect with the right candidates.
Traditional Recruiting vs. Recruitment Marketing
The distinction between the two HR principles is very distinct. Traditional recruiting attracts candidates to jobs. Recruitment marketing attracts them to companies. When candidates are recruited through effective recruitment marketing, they come because they are excited to work for your organization. Not just because they need a job.
How Recruitment Marketing Works
The traditional recruiting process is designed to target candidates that are actively seeking employment. Jobs are posted on job boards and only active candidates will see them.
However, studies show that 70% of the talent pool is made up of passive candidates. That means that the candidate is not currently looking for a job, but would be open to one if the right opportunity were to present itself.
With detailed targeting on platforms like Facebook, information such as open jobs, company culture, and employee testimonials can be shared (and re-shared) to your ideal candidates both active and passive, directly in their social feeds.
Why Recruitment Marketing Works
Today’s job seekers search for jobs in much the same way they would search for products to buy. Recruitment marketing follows the same path as regular marketing by engaging potential candidates during the “awareness,” “consideration,” and “interest” phases of the marketing conversion funnel.
If you’ve been following along in the wake of the “Great Resignation” and “Great Reshuffle” saga (and what employer isn’t?) then you know now more than ever before that today’s employees will not hesitate to make a change. The key to getting ahead in a candidate-driven market is to encourage these passive candidates to seek your company out as the employer of choice.
4 Mistakes to Avoid in Recruitment Marketing
Recruitment marketing is a simple enough concept, but there are a few things that can go wrong when you first start out. Let’s go over them now, so you can avoid them and start off strong!
Using the Same Old Job Description:
One of the most common mistakes in recruitment marketing is using the same boring old job description. Sterile, job descriptions can actually chase talent away rather than attract promising candidates. When creating a job description use a copy style that fits your brand while maintaining a realistic description of duties, responsibilities, and deliverables.
Holding onto a Confusing Application Processes:
Did you know that an average of 60% of job seekers abandon online job applications because of their length or complexity? Keep online applications simple, streamlined, and mobile-friendly.
Taking Too Long to Hire:
Remember that top talent never stays in the job market for long. You may not be in a rush to hire, but chances are high that your applicant is eager to find a job. If your hiring process will be lengthy, keep clear communication with top candidates or risk losing them to a competitor.
Using a Poorly Designed Career Page:
Part of recruitment marketing is having a quality career page on your website. Beautifully made job ads won’t do you much good if the candidate clicks from your ad to a career page that is poorly designed, complicated to navigate, or fails to represent current branding initiatives.
Putting it All Together
Given the parallels between modern candidates and consumer behavior, recruitment marketing is rapidly transitioning from an add-on into an essential strategy for talent acquisition. If you’re feeling overwhelmed at the prospect of getting started on your own, the professionals at BCI Media are here to help. From responsive web design for your career page to recruitment marketing, digital marketing, videography, and more, BCI Media has the tools and knowledge to help you reach your staffing goals.
Ensure that your hiring strategy is successful as we head into the busy summer season by contacting us today!