Want to Transform Recruiting? Start Thinking Like a Marketer

MarketerTo recruit the best talent possible, employers must present their job openings in a way that resonates with candidates. Simply posting a job ad and waiting for qualified candidates to rush in is not the right approach. Instead, effective recruiters are starting to replicate the strategies their marketing colleagues use: leveraging data to understand the target audience, running experiments to see which methods and channels are most effective in driving action, and continually tracking and measuring the results. By viewing the recruiting process through the marketing lens, employers can ensure a more streamlined approach to finding top talent.

The challenge for many recruiting teams, however, lies in moving beyond the traditional methods to implement those marketing-like strategies. What’s the best way forward, then? Consider the following steps that can transform your recruitment strategy into a highly effective, data-driven operation.

Develop a robust sourcing plan

The process should begin by developing a sourcing plan that encompasses the different channels to be used, sets goals and budgets for each channel and tracks results to see what works. It is also important to keep in mind, there is no one-size-fits-all approach; each job type will require a different sourcing strategy. In any case, recruiters should aim to cast a wide net and leverage as many channels as possible, including generic and niche job boards, industry events, career fairs and external agencies. Keeping track of where each candidate came from and how far they get in the process to understand the quality of those sources. Performing A/B testing, by experimenting with different headlines and phrases for the job descriptions to see which resonate with the best candidates, will help to further fine-tune the process. 

Create continuous sourcing process with talent pipelines

 Recruiting is like a game without an end – the most successful recruiting brands understand the need to source continuously to create a pool of readily available talent. This entails knowing future skills gaps and talent needs, how many candidates should be engaged and the timelines to achieve hiring goals. Just as marketers know they can’t turn leads into customers overnight, recruiters must take a nurturing approach that keeps passive and former candidates engaged and interested in the company. This can be done through live events, meet-ups, and by hosting educational sessions. Even reaching out with personalized emails (including snappy, marketing-inspired subject lines), will also help to keep the talent pool engaged.

Use the right tools 

Just as marketing teams have a slew of tried-and-true tools to help them manage the customer lifecycle, recruiters must also adopt the software solutions that can enhance the way they find talent and create a data-driven process. For best results, those systems must integrate with existing workflows and processes and be used across the team – even the most powerful recruiting tools might become ineffective if hiring managers refuse to use them. 

As hiring continues to become more competitive, the ability to engage candidates in new ways and make your employer brand stand out from other employers will provide a significant advantage. But to get to that state, recruiters must take a cue from their colleagues in marketing and embrace the processes, techniques and technologies that enable them to reach the right candidates and spur their interest over the long term.

Learn more by downloading our free eBook, "Think Like A Marketer:"

Talent Operations - Think Like A Marketer

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Talent Operations