What is Recruitment Marketing?

needle-haystackBefore the days of Facebook and Linkedin, candidates could remain anonymous until they applied for a job. But the world has changed. We’re all hyper-connected, and that has prompted an industry-wide shift in the way companies attract top-tier talent. Your next great hire will come from your ability to tap into this new candidate-driven world.

For better or worse, many vendors have put a lot of time and money into helping recruiters use these new tools. Unfortunately, these tools are stretching recruiters too far, and really, they are tasked with the wrong things. It’s never been easier for candidates to apply for jobs, so the impetus has fallen on the recruiters to figure out how to use these new tools to drive the RIGHT candidates to apply. This is a new frontier of recruiting. The old ways of doing things simply won’t work. What’s needed is a new discipline: Recruitment Marketing.

Recruitment Marketing is additive, and should not be thought of as a replacement for recruiting. Instead, think of the hiring funnel in the same way you would think about the marketing funnel. Recruitment Marketing is responsible for the top of the funnel, and uses a range of strategies to drive candidates further down the pipeline.

Recruitment Marketing has the following functions:

1.     Generate awareness for prospective candidates

2.     Create interest amongst those candidates for a job or the company in general

3.     Illicit consideration on the part of the candidate for a specific job

In contrast, Recruiting should function at the bottom of the funnel in these areas:

4.     Propel the candidate to apply to a specific job

5.     Get the candidate hired

 

Another way to think of the relationship between these two roles is to compare Recruitment Marketing to inbound marketing. People in this role should focus on spreading the word about your company, and getting people to self select. In this analogy, Recruiting is akin to outbound marketing, responsible for reaching out to promising candidates directly.

These two roles support one another, and should not operate independently. The key to this is the people and the process. In order to get the most out of your recruiting team, you need to have a clearly defined process so that everyone knows their role.

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Image courtesy of jillkonrath.com 

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Candidate Sourcing