In the digital era of recruitment it’s safe to say that a successful recruitment strategy needs to incorporate key marketing tactics in its core. And the reason for that is that recruitment marketing allows your company to differentiate itself and improve candidate engagement, which is essential to keep attracting top talent to your company.
Recruitment marketing refers to the strategies your company uses to find, attract, engage and nurture talent before the application phase to drive awareness and conversion. It’s the process of promoting your employer brand to those that aren’t candidates yet, unlike employer brand which concerns the way that your company is perceived by employees and candidates who are or were involved in your recruitment process.
Recruitment marketing approaches the candidate journey in the same way marketers do with the customer journey. So, a recruitment marketing strategy incorporates the principles of inbound marketing and uses content to tell your company’s story and promote your culture in order to reach the best talent. That content may come in many forms,such as blog posts, vídeos, social media posts, infographics, etc., and be delivered through various channels, according to your strategy to promote your brand among potential candidates.
To use recruitment marketing effectively, you need to know who your target is. Creating the right messages and engaging with the right talent requires you to assess and determine who your ideal candidates are, what kind of content they value and what are the best channels to engage them.
Having a talent pool with qualified candidates that are available to fill various positions as your business grows is extremely important for your company. Recruitment marketing helps you to keep potential candidates engaged before you have any talent need, increasing the number of qualified candidates in your company’s talent pipeline.
Here are some of the steps you must take in order to implement an effective recruitment marketing campaign.
1. Define Your Employer Brand
You must start by defining your employer brand before engaging in any recruitment marketing. Most candidates consider an employer’s brand before applying for a job. Thus, you need to understand that your employer brand has a great impact on a candidate’s decision to engage with your business. That’s why you need to define your employer brand and promote a genuine and positive brand image among candidates to differentiate your company and make it more appealing.
2. Create Candidate Personas
To create quality content that will engage the right talent you need to know who your ideal candidates are. Reach out to your top performers and learn what made them apply to your company. Interview them and find out what motivates them, why they love their work, etc. This information will help you create one or more personas which will help you setting up a recruitment marketing strategy and adapt your content accordingly.
3. Create Unique and Engaging Content
Once you have defined your employer brand and you’ve created your candidate personas you can start engaging potential candidates. It’s important to create unique, interesting and engaging content and distribute it through the right channels.
There are various options when it comes to the type of content you can use to engage candidates.Here are some examples:
Career Page - allow potential candidates to know more about your company and find key information about how it would be to work for you. It’s of utmost importance to include in your career page great, diversified content pieces that provide relevant information to candidates and create a positive brand image.
Blog posts - having a corporate blog allows you to promote your company culture, give visibility to your teams and the work they do. It’s a great way of attracting top talent.
Social media - social recruiting is important, but you don’t have to create a profile on every social network. Instead, it’s important that you focus on the networks where your ideal candidates spend their time. Also, adapt your content to each social media network specificities, instead of publishing the same content and format on all of them.
4. Turn Your Employees Into Brand Ambassadors
Who better to promote your employer brand than your current employees? Candidates trust employee’s opinion more than they trust recruiters. Invite your employees to write blog posts or feature them in your company videos, allowing them to tell their story and promote your brand.
Thanks for reading and see you next time!
Your team here at skeeled