Competition for top talent is fierce – 90% of recruiters believe we are in a candidate driven marketplace. If candidates are driving the market the only way to effectively break through to them will be with a little recruitment marketing. 59% of companies are investing more in their employer brand, and if you don’t join them and engage in recruitment marketing you run the risk of losing out on top talent.
Marketers are experts in figuring out how to get the right message to the right people at the right time. They know how to use psychology, technology, data, pipelining, etc. to ensure people are ready to buy. Recruiters who take the best practices used by marketers and apply them to their own work can expect more qualified candidates, which will result in better hires, improved retention, and a stronger company.
If you’re not sure recruitment marketing matters, or you’re trying to convince a colleague, here are some quick facts that show the difference it can make:
- 69% of candidates won’t work for a company with a bad reputation (CR Magazine)
- 69% are likely to apply for companies that actively manage their brand (Glassdoor)
- 72% of candidates who had a bad experience shared it with someone directly (Career Arc)
- Organizations that invest in employer branding are 3X more likely to make a quality hire (Brandon Hall Group)
By learning to recruit like a marketer you’ll strengthen your employer brand, increase the volume of candidates, improve the quality of candidates, reduce your time to fill, and more.
How Can You Start Recruiting Like a Marketer?
The first step to effective recruitment marketing is to develop a marketing mindset. Marketers are data driven people who aren’t afraid to be creative and experimental. If you develop the habit of measuring everything and combine that with a willingness to try new things you’ll be in a position to continuously test and improve.
A great area to start your work on developing this mindset is with your job posts. Gather data about how many views and applications each job post gets on your career site. Once you know the average performance, take a couple of your vacancies and adjust the text and format. Perhaps you’ll add more humor, incorporate more images, or do something else entirely. Compare results and see what worked and what didn’t. The main goal is to simply try something new and learn from it.
Once you’ve developed your mindset it’s time to incorporate some basic best practices.
While marketers love experimenting, they don’t jump into things without thinking about it. They research their target audiences and the market, and use that to inform their decision making. Do the same with your candidates.
- Define Your Brand
Take the time to understand what your brand represents and what you have to offer employees. This will help you better understand your pitch and find areas to improve.
- Know Your Distribution
Define and track how you are sharing vacancies. Which job boards do you use, what social media, etc.? Be sure to assess how each channel is performing. There’s no point in spending money on something that doesn’t work.
- Data, Data, Data
Be obsessed about data. Track as much as you can and use that to assess where you can improve.
These are just a few things you can do to improve your recruitment marketing. Want an in-depth guide on how to recruit like a marketer? Download our free e-book today!