A recruitment marketing strategy is essentially a way you can show off your employee brand and company culture. This could be through content on your website or building your company presence on social media. Find out how you can improve your recruitment efforts with marketing techniques in this guide.
What is a recruitment marketing strategy?
Recruitment marketing is a proactive strategy of talent acquisition that uses marketing techniques as a way of actively attracting new talent. Recruitment marketing specifically targets passive candidates who may need more to convince them to move companies. The way to convince a candidate is to showcase your employer brand and culture.
This is because a candidate’s journey has changed. It’s no longer as simple as putting out a job advertisement, interviewing for the position and offering them the job. Now, the user journey is much more diverse with the internet and social media opening up the possibilities of browsing.
Recruitment marketing comes into effect during the early stages of the candidate journey.
Essentially, with all the information available to candidates today, they’re more aware and have more time to consider their options. With different tools, it’s a way for you to reach passive candidates and get them to take an interested in your company.
Get to know your candidates
When you’re creating your recruitment marketing strategy you should first think about the generic touch points a candidate may take before they reach your company’s website. Do they use social media platforms such as Linkedin and Twitter, or are they on the more niche options such as Behance or Dribbble. Do they read industry websites or trade magazines and will they attend networking events? If you try to understand your potential candidates you can learn where to direct your marketing strategy.
Create a presence
One of the first things you should address is your career page. You need to build a page that shows off who you are, your values and why you’re a great place to work. If you’re a large company you may want to give more detail into the different departments. The idea of a career page is to sell your company to candidates first before enticing them to your vacancy page where you can sell them on the role. If your career page is functional and informational, they’ll already be half sold on the job vacancy before they’ve even made it to the application.
If you don’t have the means to make something truly flashy, it’s best to keep it simple. Be passionate about your employer brand and culture. We think Slack have a great career page, take a look at some pointers from theirs in one of our previous blogs.
Utilise social media
A career page is a great place to host common questions and is the perfect base to direct candidates to in your call to actions. Once you’ve got a base to link back to, it’s time to to get active. One of the more accessible ways to do this is to participate in forums and social media conversations within your industry. Search the # on Twitter to find relevant feeds to join in on and localise your discussions by participating in communities and groups on Facebook and Linkedin.
Do remember that you shouldn’t use Social Media to just promote job openings. You should use it as a way to get your voice heard in your industry. Every comment, like or share is a success in recruitment marketing. You need to build up your network to become sedimented as an expert in your community. Once you’ve done this it’ll make it a lot easier to get noticed and attract the right candidates.
Try your hand at thought leadership
It can be tricky to think about how to spark up a conversation on social media. But, a good way to be assertive in your approach is to become an expert in your field. Creating thought leadership content in the form of blogs, videos and opinion articles are a powerful tool that will showcase your knowledge. You can host these on your company blog or you may want to outreach your content to industry magazines or popular online platforms. Creating thought leadership pieces can help you spark a conversation or thread of your own on social media. It can also lead to wider networking opportunities.
Network online and offline
A proactive way to get your company noticed among an industry of other companies all wanting the same thing, is to attend networking events. Whether this is trade shows, topical conferences or recruitment events, it’s always good to talk to the people behind the screens. Search out the key players, get to know your competitors and meet potential candidates. If you’re after a specific hire, you could attend an event that’s relevant to their skills. For example, if you’re in finance and after tech talent, you may not find them at your industry events, but you’ll be able to catch them at new tech trade shows.
You should find a recruitment strategy that appeals to your strengths. If you’re better at talking than writing, you may want to invest more of your time in networking events and keep your career page and blog simple. But, remember that the success of your employee marketing strategy will depend on your understanding of your company’s culture and employer brand. If you can’t focus on your core ethos, you’ll find it hard to successfully tailor marketing towards the right candidates. Use these key takeaways to help you focus your recruitment marketing strategy.
- Become an expert in your company culture before reaching out to candidates.
- Get to know your candidates online and at events to find out what they really want in a workplace.
- Be true to your employer brand and culture. If you feel you’re sounding unnatural in your blogs, you probably are.
- The more content you have on your website won’t necessarily mean people will want to work for you. Focus on your expertise and publicise those articles on the right platforms.