Talent acquisition is a competitive environment and for organizations looking to secure new team members a thought-out recruitment marketing strategy is vital. Modern recruitment marketing starts above the top of the funnel and doesn’t only involve engaging with applicants, but capturing the attention of anyone who may be considering a new career opportunity.
Attracting qualified talent is the first stage of recruitment marketing, and you don’t just have to be playing in spaces where job seekers look. Expanding your recruitment marketing efforts to capture the attention of high performing individuals who may not be actively seeking a new role broadens your audience and increases the potential of finding a great fit for your team.
Whilst traditionally many people view the recruitment process as a way for applicants to showcase their merits, however now it is just as important (if not more) that the organization sells themselves to prospective employees. Many applicants are considered passive, meaning that they aren’t necessarily scrolling job listings and sending our resumes. However, if you were to create interest in potential opportunities by showcasing your company culture and making yourself a desirable employer you are likely to receive more, and higher quality, applications.
Firstly, we look at how to generate that interest. As an employer you may know all the brilliant things about working at your company, but it is important that you have an effective communications strategy to help prospects realize these things as well. Your organizations digital presence is at the heart of this, with the vast majority of job seekers conducting their research online. It is more important than ever to have a strong social media presence that gives an insight into exactly what it is like to be a part of your team, backed up a website which provides more informative content about opportunities, benefits, and application process.
This window into your workplace can be achieved by sharing authentic content with plenty of team pictures, team achievements, and anything else that showcases your organizations culture. This should be supported by a thorough recruitment page on your website which gives potential applicants all of the key information they want to see before beginning the recruitment process. This whole process comes under the umbrella of employer branding is should be a joint effort before Marketing and HR.
When it comes to advertising any open positions, effective recruitment marketing means incorporating a multi-channel approach. Digital advertising is the most popular choice here, as companies can easily list and receive applications through third-party platforms such as Seek and Indeed. However, this should be paired with a social media recruitment drive to ensure that you are reaching people where they spend most of their time. As we mentioned before, not everyone is actively searching meaning it can be harder to reach top-tier talent.
Further, you should be utilizing your network of existing employees by asking them to share news of any vacancies via word of mouth. The likelihood is that your current team have connections through their personal, professional, and educational networks that could be a good fit. You can incentivize this through recruitment bonuses and help encourage your team to spread the word.
From here, it is important to keep applicants engaged and informed throughout the application process. Even if they don’t receive the roll at the end, they may have great potential for a future opening, so it is important to ensure that they have a positive experience. Ensure that communications are timely and relevant, and most importantly be sure to let unsuccessful prospects know the outcome of their application – nothing is worse than being left in limbo.
Asking applicants about their experience throughout the recruitment process, what drew them to your organization, and whether they would apply again in the future can provide valuable insights and help your team identify strong and weak points.
There is a lot to take on board here, and for some small companies implementing a thorough recruitment marketing strategy can be a significant task. There are a range of third-party resources and services available that can aid in just one part of the process or handle it for you from beginning to end. Recruitment marketing is an ever-changing activity, so explore through trial and error what works for your organization and be sure to take on board feedback from applicants and current employees.