The labor market is experiencing a lot of turmoil at the moment. Employee turnover with “The Great Resignation,” “Quiet Quitting,” and record-high reports of employee burnout disrupt the dynamic between employees and their workplaces.
Give it whatever lofty name and terrifying connotation you want, but a simple fact remains: workers are becoming increasingly disillusioned with their workplaces. The feeling of being undervalued, underpaid, and overworked is spreading.
HR departments now find themselves involved in a task of rising importance: recruitment marketing.
Recruitment marketing is essential for talent acquisition and remaining competitive in your industry.
Some HR departments may already find themselves executing recruitment marketing initiatives but don’t have a formal plan to guide their efforts.
However, HR departments must begin implementing a formal recruitment marketing strategy. This way, they can identify the shortcomings in their approach and improve their efficiency and success.
To help HR professionals grasp the concept of recruitment marketing, we’ll share a quick overview of some fundamentals and best practices.
Recruitment marketing, what Is it?
What is recruitment marketing?
The definition is in the name.
Recruitment marketing is the technique that involves using marketing strategies to recruit employees for your business.
What are its benefits?
We’ve already mentioned the ability to attract competition in challenging job markets, but it goes further than that. Recruitment marketing can help you appeal to candidates and the most qualified among them.
If your business branding needs more quality and allure, you may appear as something other than a premier destination to some employees.
Just like you would market your products or services as a valuable purchase, you should sell your business as an exciting place where employees will be motivated to come to work and stay engaged.
Much like a marketing funnel you would use for consumers, there is a marketing funnel for recruitment marketing. We’ve broken it down into a few general steps:
A shared experience in many cities is that you’ll see endless “Help Wanted” signs in windows. This advertising may have been enough to bring in workers in the past. However, people have heard the stories and seen the reality of working in many of these places and have no desire to seek employment.
But the one thing these cliched signs get right is promoting awareness of these positions in the first place.
That is the importance of the awareness step of the recruitment marketing funnel. You need to be able to meet your potential employee at any platform where they may be able to see your employment needs.
Nowadays, many employees aren’t actively seeking new employment opportunities, meaning generic “now hiring” ads may not garner the best candidate pools. Instead, seek to inform potential candidates wherever they are online by raising awareness on networking platforms. LinkedIn is the premier professional social media platform for attracting candidates for salaried or corporate positions.
However, if you seek candidates for hourly or service industry roles, Instagram and other social media sites prove to be successful recruiting platforms by highlighting your company’s culture. These are areas where people gather even when they are not actively seeking new employment, resulting in larger potential candidate pools. Most successful strategies pair these worthwhile tactics with job search platforms like Indeed.
Now that we’ve covered awareness, how do you position yourself to make the best offer to employees? You build interest.
Recruitment marketing has become more critical than ever as employees have begun to hold more power over their place of employment. As the competition for top talent becomes more complex, you must do everything possible to sell your business as the best destination for workers.
Recruitment marketing has become so essential that recruitment marketers now have defined roles and career paths in HR departments. It can become quite a dedicated task, so having a full-time focus on it is a good move.
Awareness
Conversion/Decision
Application
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Interest
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Awareness
So, you’ve gotten a potential employee to see your business and employment opportunity, but what are you doing to make them interested in this proposition? This juncture is where those proverbial window signs may start to fail.
Minimum salary hikes, paid vacations, and insurance coverage are benefits frequently mentioned by businesses as part of their interest-generating marketing. However, in the current state of the market, this can often fall short.
Some employees already hold excellent salaries but have an abysmal work-life balance. What value is all the money in the world if you have no time or social life to spend it on? Health benefits are essential, but if your business is the cause of an employee’s health problems, they’ll eventually realize the most significant benefit to their health would be to leave.
Emphasize your company's culture, tell the story of the employee's work experience, and describe how the company accounts for the value of workers and their personal lives and health.
Remember that less can be more here. Don’t make prospective candidates read a poorly formatted novel to get a picture of life with your company.
Interest
If you have managed to attract and interest potential employees with your strategy, you’ll want to ensure you finish strongly by securing their decision.
In this stage of the recruitment marketing funnel, you want to finish selling your business by fully detailing the full scope of your offer to employees. This detailing means breaking down your benefits, payment terms, and whether the job offers remote or flexible work.
If there is a question that an applicant has or could ask, you want to be sure you can answer it.
Decision
You can make your job as appealing as possible, but some potential employees may still hesitate to apply. You can avoid this by streamlining the application and recruitment process and making the approach to your business as simple as possible.
Potential candidates will tailor their portfolios to best match your requirements. They may also be expecting a lengthy interview process.
Suppose you can improve your recruitment efficiency. In that case, you can begin to cut down on more of the taxing parts of the application process, making it even easier for potential employees to give your business a chance.
Application
The “Human” part of human resources requires HR professionals to adapt to new trends and stay relevant to employees consistently.
You’ll want to listen to what works for current employees and what has prevented candidates from applying to guide your recruitment marketing strategy.
For more advice on the latest trends affecting HR professionals and how you can respond, consider subscribing to the HR Brew newsletter so we can keep you up to date!
Listen and adapt
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A shared experience in many cities is that you’ll see endless “Help Wanted” signs in windows. This advertising may have been enough to bring in workers in the past. However, people have heard the stories and seen the reality of working in many of these places and have no desire to seek employment.
But the one thing these cliched signs get right is promoting awareness of these positions in the first place.
That is the importance of the awareness step of the recruitment marketing funnel. You need to be able to meet your potential employee at any platform where they may be able to see your employment needs.
Nowadays, many employees aren’t actively seeking new employment opportunities, meaning generic “now hiring” ads may not garner the best candidate pools. Instead, seek to inform potential candidates wherever they are online by raising awareness on networking platforms. LinkedIn is the premier professional social media platform for attracting candidates for salaried or corporate positions.
However, if you seek candidates for hourly or service industry roles, Instagram and other social media sites prove to be successful recruiting platforms by highlighting your company’s culture. These are areas where people gather even when they are not actively seeking new employment, resulting in larger potential candidate pools. Most successful strategies pair these worthwhile tactics with job search platforms like Indeed.
Now that we’ve covered awareness, how do you position yourself to make the best offer to employees? You build interest.
We’ve already mentioned the ability to attract competition in challenging job markets, but it goes further than that. Recruitment marketing can help you appeal to candidates and the most qualified among them.
If your business branding needs more quality and allure, you may appear as something other than a premier destination to some employees.
Just like you would market your products or services as a valuable purchase, you should sell your business as an exciting place where employees will be motivated to come to work and stay engaged.
Much like a marketing funnel you would use for consumers, there is a marketing funnel for recruitment marketing. We’ve broken it down into a few general steps:
What are its benefits?
Recruitment marketing is the technique that involves using marketing strategies to recruit employees for your business.
The definition is in the name.
What is recruitment marketing?
The labor market is experiencing a lot of turmoil at the moment. Employee turnover with “The Great Resignation,” “Quiet Quitting,” and record-high reports of employee burnout disrupt the dynamic between employees and their workplaces.
Give it whatever lofty name and terrifying connotation you want, but a simple fact remains: workers are becoming increasingly disillusioned with their workplaces. The feeling of being undervalued, underpaid, and overworked is spreading.
HR departments now find themselves involved in a task of rising importance: recruitment marketing.
Recruitment marketing is essential for talent acquisition and remaining competitive in your industry.
Some HR departments may already find themselves executing recruitment marketing initiatives but don’t have a formal plan to guide their efforts.
However, HR departments must begin implementing a formal recruitment marketing strategy. This way, they can identify the shortcomings in their approach and improve their efficiency and success.
To help HR professionals grasp the concept of recruitment marketing, we’ll share a quick overview of some fundamentals and best practices.
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