It depends on the candidates to pick a well-established company or organization and to gain their trust and inspire them to choose you over other competitors, you will need to ensure that your marketing and recruitment efforts work together. Recruiters must know that they need a proper recruitment marketing strategy and they have to market their company to candidates long before they are ready to fill up an application.
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How to Create a Recruitment Marketing Strategy?
Step 1: Define Your Goals
Firstly, you must think about what you want to achieve with your recruitment marketing strategy. Think about your goal that is to attract great candidates to apply to your open job positions. Make sure that you define precise specific goals that can be measured. Some of the common recruitment marketing goals may include getting more job applicants and get more high-quality candidates or increase candidate engagement, etc.
Step 2: Recognize Your Candidate Person
Secondly, you must identify your ideal candidate by explaining your candidate persona. This candidate persona refers to the semi-fictional representation of your ideal job candidate. Now you must think deeply about your ideal job candidate, try thinking beyond your job requirements like education, experience, and skills. Make sure that you pinpoint their interests outside the work such as habits, motivation as well as goals. You can think about certain specific characteristics like age, likes, dislikes, hobbies, motivations, and even frustrations, etc.
Step 3: Explain Your Employee Value Proposition
This section includes an employee value proposition that refers to a message that you will target your candidate persona with. There are some questions that you can put up like why should the potential candidates come to work for your company and what can you offer them that the other companies cannot? This proposition is much more than just a good salary as it also includes opportunities for career advancement, challenging work and working on interesting projects, etc.
Step 4: Make Recruitment Content
There are many ways to attract your candidate persona’s attention and one of the best ways is by presenting them interesting and useful recruitment content. Having a great recruitment content helps in targetting the best candidates at the right time with the right message. There are a few samples of different types of recruitment content that you can create like blogs, emails, videos, newsletters, etc.
Step 5: Enhance Your Career Site and Use Social Media
The last thing you must do is make your career site the hub of your recruitment marketing activity. The potential candidates should immediately find all the information they need to decide whether they want to work for your company when they land on your career site. Having a perfect career site means who your company is or what you do and also contains information about your company culture, work environment, and values. It will also help in inviting potential candidates to browse your open job positions making it easy for them to apply.
Benefits of Recruitment Marketing
Recruitment marketing helps in searching for candidates that could make a great impact on your organization. Using it helps to increase the focus on passive candidates, and the success depends on the carefully built personas of the kinds of people that will fit your company. These candidates may or may not be hired in the future and either way, they should be of a sufficiently high quality that your company will benefit by hiring them.
Increase in Speed
After setting up the recruitment marketing programs, you must start to build a pipeline of candidates that may be a good fit for your company. You will finally see some accelerated processes across the board. For instance, your team may never have to start searches from scratch as there will always be a pool of engaged candidates that they can contact regarding new opportunities.
The relationship between a candidate and your company begins the moment they encounter your business. At this stage, the candidate’s experience is very important as this is the time that people are evaluating your company. This is the time when they are deciding whether to apply or not. Recruitment marketing allows you to personalize the content and communication that people receive at this stage of the procedure. You can customize accordingly based on who the candidate is and their level of engagement and their relationship with you.
Strong Employer Branding
People apply to brands and not to the companies. They generally look for commonality or some sense of mission that they may share with your organization. Therefore, it is important how you market your brand. You must put the right content on your career page like the right nurture campaigns. You will need to a proper recruitment marketing to do this at scale and do it measurably.
Hiring Costs are Reduced
There is no doubt that a lot of money is spent on talent attraction. It is indeed very difficult to track the amount of money spent in the advertisement. A right recruitment marketing strategy will surely help you track the effectiveness of different campaigns on generating pipeline. It will also help in prioritizing the best investments of your time and resources.