Recruitment marketing refers to the different strategies that an organization uses to find, attract, engage and nurture talent before they apply for a job. Its main goal is to increase the number of qualified applicants in an organization’s talent pool by applying some of the best practices in marketing, such as data analytics and targeted messaging in order to convert potential applicants by communicating the company’s brand and value. Many HR management solutions such as those offered by Lanteria are designed to do just that.
There are two types of applicants that recruitment marketing is trying to target. Those that are active applicants and those that are passive. Active applicants are those that are actively looking for a job while inactive applicants are those who just wanted to be kept informed about vacancies for future reference.
For applicants that are active, recruitment marketing creates brand awareness of the company so that they will be interested in applying for open positions. The same goal actually applies to inactive applicants, but the real end goal for them is to convert them into active applicants after being aware of the company’s brand.
The strategic components of a strong recruitment marketing effort include these six elements:
- Company branding – the reputation of a company as a place to work
- Creation of profiles for target audience – creating descriptions of your audience
- Careers website – platform to maintain an active talent pool.
- Content marketing – creation and distribution of content with value for profit.
- Social recruiting – using social media as the primary source for recruitment.
- Digital advertising – use of the various online and digital channels in distributing promotional content.
- LMS – for example Lanteria learning management system
The Essentials of Recruitment Marketing – A Must Have for every Company
What makes recruitment marketing an essential component in an organization is that it helps organizations become a lot more proactive about the talent personas that they’re going after.
Whatever platform is utilized, may it be through events, using content creation, or simply going through the various talent networks available, HR specialists have the ability to engage the potential successful applicants more effectively. Moreover, it is not just that businesses across the globe are getting huge benefits from these successful recruitment marketing, it has also made valuable contributions in improving applicant experience as well as harnessing their experience through engaging with your company.
Here are some of the reasons why Recruitment Marketing is a Must-Have for every company
- Extends Visibility
Since its main goal is to increase the number of qualified applicants in an organization’s talent pool by applying some of the best practices in marketing, such as data analytics and targeted messaging in order to convert potential applicants by communicating the company’s brand and value, recruitment marketing generally drives awareness of the company’s brand. Building relationships with potential successful applicants is indeed a benefit for the company in the long run.
Following the company’s increased visibility, it follows that more applicants will be able to see the job posts and will apply in your company. This basically accelerates your company’s recruitment process. And although there is an increase in volume, applicant tracking software can be utilized in creating screening questions that can help the HR specialist to quickly rank the high potential applicants.
- Increased Diversity
Still in connection to the brand;s increased visibility, attracting people from diverse backgrounds helps organizations become a lot more proactive about the type of employees that they want to go after, It basically widens their range of choice for options for possible future job openings and recruitment needs.
- Improved Applicant Experience
The relationship that you build with potential successful applicants starts when you begin to be interested in your company. Being aware of your brand provides them with positive experience that can later on be an added motivation for them to gear up and work on becoming part of your organization.
- Better Potential Hire Quality
Setting up a network where you can all have your available talents pooled anytime in the future will eventually be beneficial in converting some of the applicants from the pool into leads who would see the promise in working for your company in the future. For this strategy to really work though, you have to think about strategies in order to nurture and give value to these inactive applicants while they are still making up their mind.
- Analytics Make Better Recruiters
In addition to the previous factor, we cannot deny that using analytics predicts a more likely outcome than human decisions. By using the data and applying even basic analysis, you can easily identify the applicant that best fits the job description that has been posted.
- Reduced Hiring Costs
Honestly speaking, recruitment marketing does not cost too much. You can even have it for free if you choose to utilize social media platforms alone and you can guarantee a positive result. By utilizing these strategies, you are not only reducing hiring costs but making the available resources efficient.