Recruitment Marketing

Glossary

Recruitment marketing is everything. You want the best candidates with the most relevant experience who can bring the most value to your clients. Advertising is but one of the many steps needed in order to achieve a successful marketing strategy and here we have laid out some of those steps in more detail. Enjoy!

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What is recruitment marketing?

Put simply, recruitment marketing is both the tactical and the strategic implementations which allow companies to attract and engage with job seekers in order to discover a more professional and qualified applicant. It relates to getting more clicks on your social media feed, more views on your website and more applicants (a certain percentage of whom will be ‘red hot’) on the phone or sat down in front of you.

How to start with recruitment marketing?

Like with all marketing, it entails creating the maximum amount of awareness for your employer brand for it to reach as far as possible. Awareness is the process of ensuring that your brand is recognisable by as many potential job seekers as possible, so they know who you are, what you do and what you are like to work for.

Job advertisements are a good initial avenue for maximising awareness. Sites like Indeed or Glassdoor allow you to place adverts on their websites. Actually, you can post your job ads on 15+ job sites with GoHire here. You could also achieve this through a comprehensive recruitment marketing strategy, but we’ll get onto that later.

Applicant conversion rates

So, you’ve got your brand name out there and you’re getting healthy recognition from job seekers. Now you’ve got to convert them to applicants. Your applicant conversion rate will be quite low at first, probably around 5-10% of total views vs applications. However, with measurement, monitoring and updating it is extremely feasible to get that number up to 20% at least (that’s a 100% increase, folks).

Recruitment marketing for small businesses

Any company of any size is only as good as the people working for them. For a small business or a start-up, this can be rather unwelcome information.

On top of everything else you must do, with the little to no time you have spare, you must also create a desirable job description and recruitment strategy to distribute online through a variety of social media and recruiting platforms.

Fiddly work, I know, and time-consuming but the best candidates are worth waiting for. Don’t panic though, GoHire solves those problems for you and puts the entire process in one place.

Recruitment marketing on social media

Social media is where you can reach out to potential job seekers and let them know why your business should be at the front of their minds. Your budget will dictate how far you can go here (paid advertisement costs add up) but social media gives you the opportunity to listen, engage, entertain and connect with your potential applicants.

The platforms you use will depend on the job sectors you are recruiting for. If you are looking for a Finance Manager, LinkedIn is your best bet. Looking for an actor for an online advertisement? Best to go with Instagram.

At this stage...it’s an investment

Time is money and the time it takes to advertise your position will take you away from other responsibilities such as training and conducting interviews. There’s a lot to do for small business – especially in the early stages – so you should ensure you’re investing your time wisely. You should set the cost of this against the return you will be expecting when the new employee starts working for you, but this can be a difficult balance to get right.

How to create a recruitment marketing strategy?

This is a subject that could take up an entire series of articles, but for simplicities sake, we’ll touch on a couple of the most important points. Your recruitment marketing strategy should be thought of as more of a constitution than a Bible – it should be amended when needed and shouldn’t be set in stone.

Start to build a candidate profile to target

This is where you need to do some serious evaluating of your potential applicants. What are their aspirations, motivations and their primary areas of interest? You need to know this in order to build each applicant a special and unique profile that aligns with their personal requirements.

A great tool to help you achieve this is to use an applicant tracking system, but we will explore that in more detail another time.

Recruiting on Social Media

Social media is where you can reach out to potential job seekers and let them know why your business should be at the front of their minds. Your budget will dictate how far you can go here (paid advertisement costs add up) but social media gives you the opportunity to listen, engage, entertain and connect with your potential applicants.

The platforms you use will depend on the job sectors you are recruiting for. If you are looking for a Finance Manager, LinkedIn is your best bet. Looking for an actor for an online advertisement? Best to go with Instagram.

Track each stage of your hiring process

In a similar vein as the previous point, your target audience profile must be altered and improved based upon the feedback your candidates give you. Does this candidate turn up late for interviews? Make a log of it, adjust your data accordingly.

You need to be prepared to rethink and even reset your entire recruitment marketing strategy if needs be, but if you follow all the advice given above then you shouldn’t have to change too much too often.

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