How Recruitment Marketing Can Engage New Talent

by | Jan 13, 2020

How recruitment marketing can engage new talent

Recruitment marketing has several advantages for businesses looking to engage potential new talent better. Recruitment marketing is a rising discipline emerging in human resource circles. It uses digital marketing strategies to better attract, engage, and secure new talent for companies. This gives businesses a competitive edge in finding the best new talent using search engines, social media, mobile sites, and emails.


What Is Recruitment Marketing?

Recruitment marketing has emerged within the understanding that applicants and job candidates now find employers in the same ways consumers find their products or services. Applicants search online or follow social media pages, looking over reviews and company interactions with audiences. This lets them figure out whether a particular employer would be a potential right fit. This is also how many applicants and candidates come to find out about employment opportunities.

What potential applicants discover about your mission, culture, and audience engagement practices can change how they see you. These factors exert a significant influence on whether they apply for open positions. This also helps secure talent by incentivizing individuals to accept offers for employment. Failure to use recruitment marketing can lead to candidates forming negative ideas about your business and even disparaging your brand in front of potential customers or other possible applicants.


The Role of Recruitment Marketing

There are so many parallels between how consumers and candidates behave. That is why recruitment marketing has many similarities to traditional marketing. What sets recruitment marketing apart is that it uses the same tools like websites, email, text messages, video advertising, social media, events, and other marketing tools but specifically gears them toward potential applicants. 

You probably already know that strategies like SEO, personalized marketing, PPC ads, marketing automation, CRM, AI, and predictive analytics all have applications for engaging your audience. However, marketers are now using the same technologies in the recruitment process with often powerful results. 

Recruitment marketing is, consequently, a massive field and has many potential specialties and solutions. Recruitment marketers specialize in telling your brand’s story and showing why it is a great place to work. They also know how to use the proper channels to reach the talent you care about. Using the earlier mentioned tools in a similar way to standard marketing, recruitment marketers can see whether their strategies and campaigns are proving useful for your business. This lets them make necessary changes to improve recruitment practices further.


What Sets Recruitment Marketing Apart?

Recruitment marketing is pretty new in the world of talent acquisition. While it borrows tools from recruiting, marketing, and recruitment advertising, there are plenty of unique characteristics to this emerging field.

For example, recruitment marketers take on a different role than traditional recruiters. Recruitment marketers are not directly responsible for filling job positions. Recruitment marketers look to complement your recruiters by telling your brand story effectively and engagingly. This helps generate a bigger audience of qualified applicants and helps recruiters fill jobs more efficiently. 

The recruitment marketer fills the pipeline with interested, qualified candidates for recruiters to contact now or in the future.  Recruitment marketing is most beneficial in the pre-candidate phase. This is when candidates first become aware of your company and consider applying to work for you.

Recruitment marketers show the value of your company and why it should be the first choice of potential applicants. Recruiting marketers do this using various traditional marketing and advertising channels and tools. Recruitment marketers then lead potential applicants to your recruiters whenever leads become official applicants. This happens whenever job applications are completed. From then on, it is up to your recruiters to screen applicants and run through the hiring process.

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