Currently, finding talent has become more challenging than ever. To succeed in this endeavor, companies need to broaden their vision and apply a Marketing mindset to recruitment. So, what is Recruitment Marketing? Please continue reading the following content
What is Recruitment Marketing?
Recruitment Marketing, also known as talent attraction marketing, is a method of searching for and attracting talent by combining marketing strategies and supporting tools. This process aims to build an employer brand so that the company can attract suitable candidates and promote the brand in the labor market.
3 Factors Influencing Recruitment Marketing
Recruitment Marketing not only focuses on applicants who have applied but also reaches out to interested individuals at the beginning of the recruitment funnel to create favorable conditions for candidates. This consists of three stages: awareness, consideration, and interest.
Awareness
This is the stage where candidates first encounter the company's employer brand. At this stage, the company needs to create content to attract and introduce an overview of itself. Social media is an effective tool in doing this, especially when targeting potential candidates across multiple platforms.
Consideration
In this stage, your goal is to provide candidates with information about job benefits. The company's website is the primary source from which they can find this information. Additionally, you should utilize various channels to spread this information widely.
Interest
As candidates consider a job position, they are interested in the company's culture, behavior norms, and employee value proposition (EVP). To convey this information, the company can create content by writing blogs or producing employee interview videos and then sharing them on recruitment websites and social media platforms.
Why Implement Recruitment Marketing?
Below are 6 benefits as well as reasons why recruiters should implement Recruitment Marketing:
- Strategic Approach in Recruitment: This approach helps companies focus on 'passive' candidates, attracting and nurturing them to ensure a continuous source of quality candidates.
- Accelerate Recruitment Process: Maintains a stream of potential candidates, speeding up the recruitment process.
- Improve Employer Brand: Creates attractiveness and positive impressions with candidates, enhancing the employer brand.
- Reduce Recruitment Costs: Converts interested candidates into potential candidates, reducing recruitment costs and improving candidate quality.
- Support Diversity in Workforce: Attracts diverse candidates through effective campaigns, supporting increased workforce diversity.
- If you are already familiar with the concept of Recruitment Marketing, let's move on to attracting talent with Recruitment Marketing.
Attracting Talent with Recruitment Marketing
To effectively implement Recruitment Marketing, recruiters can follow these steps:
- Build Employer Brand: To execute a recruitment marketing plan, businesses need to build their employer brand by creating content related to company culture and work environment on online platforms such as social media, blogs, and job forums. This content may include images and short videos to attract candidates and make a positive impression.
- Enhance Content: After building the recruitment brand, you must focus on developing content related to the company's brand. Content development should be consistent and professional to attract interested candidates. Specific content plans and schedules will increase interaction and sharing, thereby creating opportunities to find potential candidates.
- Efficient Recruitment Advertisement: The next step is to advertise recruitment effectively after building and reinforcing the recruitment brand. This step will easily attract potential candidates by using previously prepared platforms. Recruiters must provide detailed information about the job position to help candidates understand the job requirements.
Attracting Potential Candidates
This is the ultimate goal of a recruitment marketing campaign. By simplifying the application process and providing up-to-date recruitment information, you will encourage candidates to submit their applications. This will help the business optimize its recruitment plan and maintain relationships with potential candidates to prepare company's employer brand for future positions.
How to Measure the Effectiveness of Recruitment Marketing?
Source of Hire
The source of hire determines the success and recruitment budget. Evaluate the effectiveness of recruitment channels by tracking the origin of applicant profiles to eliminate ineffective channels and focus only on those with a high recruitment ROI (Return on Investment).
Social Engagement
Recruiters assess candidates' social engagement through statistics such as the number of followers, clicks, and shares on recruitment channels. This helps them identify which channels attract candidates and eliminate ineffective ones. This is similar to evaluating the source of hire.
Time to Accept
The time it takes for candidates to transition into employees is becoming more important than ever in recruitment. Fierce competition for attracting top talent can lead candidates to accept offers from other companies if you don't send out offer letters quickly. At the same time, this time period also reflects the professionalism of your company's recruitment process.
Cost-per-hire – The cost incurred to acquire one candidate
Cost-per-hire is a metric that measures the cost of recruiting one candidate. Business leaders are particularly concerned with controlling and improving this cost. When costs increase suddenly, you need to review activities to understand the reasons, identify effective recruitment channels, and eliminate ineffective ones.
Some considerations to achieve high effectiveness in Recruitment Marketing
After understanding what metrics measure the effectiveness of Recruitment Marketing campaigns, here are some considerations to ensure the success of these campaigns:
Set clear goals: This not only helps identify the candidates to target but also aids in measuring the progress of the recruitment process.
Define recruitment criteria: Clearly list the qualities and skills required for the position to identify potential candidates.
Establish recruitment channels: Carefully select suitable recruitment channels to enhance the organization's ability to search for and attract potential candidates.
Conclusion
Above, Hireforce has explained Recruitment Marketing and how it can be applied to recruitment. Hopefully, you will apply Recruitment Marketing to your recruitment process to attract and recruit more suitable talent for your organization.
