So it’s 2019 and the “war on talent” is still among us. The economy is back on track, business is good and hiring is at an all-time high! The challenges are real and it’s no secret that both traditional job boards and old or often out-dated candidate databases no longer provide hiring teams with the once golden source of talent seen in the past years.
Although it’s fair to say these sources can still offer some value, tactics and strategies have evolved and despite the vast technological innovations, talent scarcities still remain and the primary differentiator between companies is often only their brand and emotional appeal.
When it comes down to it the question is why work for Google over Facebook? The pay is roughly similar, benefits are great, and management is similar. The primary reason is a belief that one is in some way better than the other. This opinion is largely subjective, built or weakened by friends, and also partly built by the press and social media. To create differentiation and improve candidate engagement, recruitment must morph into a marketing process. While there has always been an element of marketing in a good recruiting process, it has never been the core and this is now changing.
Enter recruitment marketing. Recruitment marketing applies the principles of modern marketing to recruitment, such as omnichannel communication, analytics, hyper-targeted messaging, and technology-enabled automation to attract, engage, and nurture passive talent by reinforcing the employer brand or the employer value proposition (EVP).
In short recruitment marketing is
the strategies and tactics an organization uses to find, attract, engage and nurture talent in the recruiment campaign.
In traditional recruitment sometimes this can be referred to as the pre-applicant phase of talent acquisition. It is analogous in many ways to corporate marketing and is extremely similar to employer branding except relates to trackable initiatives that drive awareness and conversion of applicants vs someone’s impression of working at a company. Of course others see employer branding as a subset of recruitment marketing, in addition to extending the reach and exposure of career opportunities, building and nurturing candidate relationships through talent networks, and all management of messaging and advertising of talent acquisition efforts.
Recruitment marketing takes a holistic view of operationalizing the entire candidate journey the way marketers approach their customer journey. So, let’s take a look at how the most successful talent acquisition teams implement an effective recruitment marketing campaign:
1.Attract: Notice how most casual conversations about Google ultimately lead to their work culture? No, it’s not the free food or the hours or the futuristic Googleplexes that gets people talking. Most of Google’s success in attracting top talent comes down to their employer branding, their reputation among potential candidates and employees .
2. Assess: The second step in the recruitment marketing funnel is engagement. Once you’ve established a strong employer brand, you’re likely to receive a lot of attention from potential candidates. Talent analytics coupled with your trusty old companion – applicant tracking systems will help you evaluate the good-fits, the best-fits, and the misfits.
3. Engage: Houston: You’re now cleared for takeoff! With your talent pipeline in place, your comprehensive recruitment marketing campaign is ready for launch. It’s now time to think about creating memorable candidate experiences and building long-term relationships with candidates. This process is also driven by data collection and analytics. Talent analytics will shape the candidate experience you deliver .
Think back to every cold call you’ve received from recruiters that made you feel if they read your resume at all; Analytics dashboards and a unified vision of the candidate pipeline is essential to developing a winning candidate experience. Converting interested, qualified candidates into hires depends on how efficiently to manage your talent pipeline.
The success of any recruitment marketing strategy relies on the effective use of recruitment tools and data analytics. However, true adoption of new technology – especially a disruptive one – needs a well thought out change management strategy and implementation plan. Finally, determine the success of your recruitment marketing strategies by calculating pre- and post-conversion rates, time-to-hire, and cost-to-hire and comparing them against industry averages.