What is Recruitment Marketing?

Recruitment Marketing is a marketing strategy used to attract, engage, recruit, and retain talent. It combines employer branding with a deep understanding of your potential candidates' needs, questions, and concerns to bring them the right information at the right time. Recruitment Marketing takes all the skills, channels, tactics, and tools you would use to market your products and puts them to work building awareness, engaging, and nurturing prospects through a well-developed candidate journey. 

Recruitment Marketing is not just a tool you pull out of your toolbox when you need to hire for a specific position. It is a long-term strategy used to develop your talent pipeline. 

While job ad placement is one facet of recruitment marketing, the main goal of a strong recruitment marketing strategy is to build and maintain a strong employer's brand that brings interested talent into your pipeline, even when you are not hiring. Implementing a recruitment marketing strategy reduces your hiring time and costs.  

What value does your company gain from recruitment marketing?

Transactional Recruiting is no longer effective in the modern world. Candidates are not looking for jobs; they are looking for companies where they can bring value to the world. They want to make a difference and do it at companies that care about the environment, social justice, etc. 

Today, you cannot rely solely on job ad placements to land top talent. Candidates are actively researching companies to determine their true culture. If your company is not actively maintaining its branding, you can be sure that someone will do it for you, and you might not like the results.

One of the main areas of value that recruitment marketing brings to the table is employer branding and reputation management. According to Glassdoor, 75% of active job seekers are more likely to apply to a job if the employer actively manages its employer brand. Cost per hire is often reduced by as much as 50% for companies that manage their brand. 

Candidates are not interested in being approached by recruiters to sell them on a specific position; they want to know your brand, message, culture, and values before even considering learning about your jobs. As you release your brand messaging to the world, remember, your team is far more credible than your CEO; candidates want to hear from your staff and not just your company. 

Knowing the right content and where that message will be best received is the other main value of recruitment marketing. An omnichannel, personalized approach is vital to landing top talent. Developing an effective candidate journey can be more challenging than expected for those not specialized in recruitment marketing. Preeminent recruitment marketers not only bring strong marketing skills to the table, but they also bring experience and a deep understanding of this strategy in recruitment to the profession.  

Why should I hire a Digital Recruitment Marketing Company?

Finding and hiring staff that can not only handle but excel at all aspects of recruitment marketing and who also excels at analytics and strategy development, can be a tall and expensive order. 

A few of the skills needed by a successful recruitment marketer:

  • content marketing
  • SEO
  • career page website development
  • Pay Per Click (PPC) advertising
  • Social Media marketing
  • Job Boards (both major and industry-specific),
  • employer branding
  • digital recruiting events and more

So often, we see staff recruiters pulled into the role of recruitment marketing, and they are ill-prepared to launch true omnichannel, personalized campaigns and manage your employer branding. It also takes them away from their actual roles of vetting and landing top talent, costing you both time and money.  

The other major mistake is pulling in your marketing team to handle recruitment marketing. While they have all the required marketing skills, they lack a deep understanding of the candidate process, which undermines the effectiveness of their campaigns. On top of that, it pulls their time and attention away from marketing your products, costing you revenue and new clients.  

Hiring an agency specializing in recruitment marketing makes your recruitment process more efficient and effective. Recruitment Marketing Agencies, take the stress off your staff, avoiding burnout and reducing recruiter turnover, while reducing time and cost per hire. 

Conclusion

Recruitment marketing is a vital piece of the recruitment puzzle, combining employer branding with a deep understanding of your potential candidates' needs, questions, and concerns to bring them the right information at the right time. 

To be effective with your recruitment marketing, you must bring together all the skills, channels, tactics, and tools you would use to market your products and put them to work building awareness, engaging, and nurturing prospects through a well-developed candidate journey.  

YES. YOU GUESSED IT — It's time for the Sales Pitch! (I know you have been expecting it, so we won't disappoint).

I'm sure by now you have discovered that Lionzone created this blog. Surprise! One of my absolute favorite features of our services is that we don't believe in long-term contracts

We believe this  If we don't earn your business every day, we don't deserve to keep you! 

— Let us earn your business & assist your company with their Recruitment Marketing needs. You won't regret it. —

For more information about our services, please see https://lionzone.com/recruitment-marketing or call 615-235-3200.

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