What is recruitment marketing? Everything you need to know

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Recruiter meeting a candidate.

Gone are the days of passive job postings and waiting for applications to pour in. Recruitment marketing is reshaping how companies attract talent, blending traditional marketing strategies with recruitment efforts. It's about more than just filling positions; it's about creating a compelling narrative that draws in the right candidates.

In this article, we'll break down the essentials of recruitment marketing, show you how it can revolutionize your hiring, and reveal its positive ripple effects on your entire brand image.

What is recruitment marketing?

Recruitment marketing is a crucial aspect of any organization's growth strategy. It is the process of attracting and engaging potential candidates by using a combination of marketing and human resources techniques. The ultimate goal of recruitment marketing is to build a strong employer brand, attract the best candidates, and convert them into hires.

Recruitment marketing is becoming increasingly important in today's competitive job market. With so many companies vying for top talent, it is essential to stand out from the crowd. By prioritizing recruitment marketing, organizations can gain a competitive edge and attract the best candidates for their open positions.

What is the objective of recruitment marketing? 

The objective of recruitment marketing is to build a pipeline of highly qualified candidates who are not just looking for any job, but are specifically interested in being part of your team. This strategic approach ensures your company isn't just a choice for them, but the choice, making your hiring process smoother, faster, and more effective.

What is the difference between recruitment and recruitment marketing?

Traditional recruitment often zeroes in on filling current openings, whereas recruitment marketing plays the long game. It's about building a magnetic employer brand that not only fills today's roles but also turns your company into a talent magnet for years to come.

Why is having a recruitment marketing strategy important?

Recruitment marketing has come a long way over the years.

In the past, companies relied primarily on job postings to attract potential candidates. However, with the rise of technology and social media, the recruitment landscape has changed dramatically.

Today, companies have access to a wide range of channels to connect with potential candidates. Social media platforms, such as LinkedIn, Facebook, and Twitter, are powerful tools for building employer brands and reaching a broader audience. Email marketing campaigns and employee referral programs are also effective methods for attracting top talent.

As the recruitment landscape continues to evolve, it is essential for companies to develop a recruitment marketing strategy that enables them to attract and engage the best candidates.

Mastering the candidate journey with the recruitment marketing funnel

The recruitment marketing funnel is a powerful tool that can help employers conceptualize the candidate journey. It's built on four pillars: attraction, engagement, conversion, and retention, each playing a crucial role in nurturing top talent through their journey, much like the stages consumers experience from brand discovery to loyalty.

Here are some key tips to help you succeed at every step: 

Attraction

Attraction is the process of creating and promoting your employer brand to potential candidates. A good way to do this is through social media networks like LinkedIn where professionals gather.

Posting content that highlights your company's unique culture, values, and mission can help attract candidates who share your vision. For example, a company can use LinkedIn to share updates about the company's latest products or services and how they are making a difference in the world.

This can help potential candidates see that the company is innovative and committed to making a positive impact and encourage eligible candidates to want to work there even if you're not even hiring yet. In other words, you're building demand.

Further reading: How top employers advertise a job on social media for maximum attention

And if you really want to make an impact, then you should promote your open positions with video. Videos get 5x the engagement on LinkedIn and job posts with video icons get 12% more views.

Further reading: Video recruitment guide: Attract candidates with these recruitment guides

Engagement

Engagement involves interacting and communicating with your target audience to build relationships and establish trust. This can be achieved by replying to comments on social posts, or replying quickly to job applications so candidates feel valued immediately.

Conversion

Conversion is the process of guiding candidates through the hiring process, from their initial application to being offered a job. This involves providing a seamless candidate experience and ensuring that the candidates feel valued throughout the process.

To ace this stage, take a close look at your application process and how you follow up with applicants. If you're dealing with a lot of candidates, using automated emails to keep them informed about the next steps can be super helpful.

Retention

Retention involves providing an optimal experience for your new hires to ensure they remain motivated and engaged within the company. This can be achieved through effective onboarding, training, and ongoing support.

By focusing on these key components, organizations can build a strong recruitment marketing strategy that attracts and retains the best talent.

→ Need help creating engaging recruitment content? Storykit's text-to-video AI is free to start using now.

Why you want to take your recruitment marketing seriously

Recruitment marketing is an essential component of hiring for companies looking to attract top talent but it is also closely intertwined with employer branding. Not only only are you attracting top talent but also shaping how potential candidates and customers perceive your company.

When candidates have a fantastic experience with your brand during the hiring process, it not only leaves a lasting impression but also sets the stage for potential future customers or advocates. That's why getting recruitment marketing and employer branding right is essential—it's not just about finding the best talent, but also about showcasing what makes your company stand out in the market.


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