In today’s competitive job market, employers are clamoring to attract top talent. Matt Singer, vice president of marketing at Jobvite told SHRM in a recent editorial, “With more open jobs than people to fill them and the market at near full employment, recruiters are finding new ways to reach candidates where they are—whether that's on Instagram or via text. They're re-evaluating what success looks like, with quality hires and retention rates becoming a higher priority than time and cost-per-hire.”
Many recruiters are turning to recruitment marketing to gain a crucial advantage. There is a multitude of benefits to this marketing-focused approach, from drastically reducing hiring times to optimizing sourcing channels and building a compelling employer brand. Let’s explore three ways recruitment marketing tactics can help hiring managers to attract better talent.
According to data from TalentLyft, top talent stays on the market for an average of just 10 days. Conversely, the time it takes to hire for a role can be as much as three months long for some positions. Therefore, time-to-hire is a critical metric for today’s recruiting teams. Recruitment marketing helps support talent acquisition strategy. The key is to keep the candidate experience at the center of the recruiting process. After all, applicants are akin to consumers in that they often take their interactions with a brand into the digital world. Thus, improving candidate experience is the main priority for HR managers, many of whom are turning to technology to help augment their expertise.
Many digital HR tools, like this one here use technologies such as chatbots, AI matching, and mobile-friendly user experiences to provide a compelling, consumer-like experience for candidates inside and outside their organization. Coupled with robust analytics and data visualization, managers are able to apply business insights from the recruiting process to the entire HR sphere.
Sifting through resumes is a time-consuming task. Modern technology allows managers to automate some administrative aspects of sourcing, but why not start from the beginning? An initial job ad sets the tone for what the hiring team expects and subsequently influences the talent that applies for the position. First, study the target candidate. What skills do they possess that the company is currently lacking? These can be broken down into keywords that help to craft more specific ad copy. From there, it’s time to sell the company. What are its goals and values? What can a candidate expect about working there? What benefits are being offered?
Managers that optimize their recruitment ads are able to efficiently and accurately identify which candidates should move ahead in the hiring process. Simultaneously, they will market themselves to top talent with compelling, accurate job descriptions and a well-defined company culture.
Stronger employer branding
A company’s online reputation plays a big role in the success of its recruitment marketing efforts. In fact, data suggests that 9 in 10 candidates would apply for a job if it came from an employer brand that was “actively maintained.” Moreover, 50% of candidates who took part in a research study mentioned they wouldn’t work for an employer with a bad reputation, even if they were offered a pay increase.
A company can optimize its own digital footprint, but an employer brand becomes strengthened when it’s championed by employee advocates. The source above also provided statistics that show that candidates trust a company’s employees as much as three times more than the company itself to provide credible information on workplace culture. Managers should focus on creating social media marketing strategies geared towards fostering employee interactions across important social channels like Facebook, LinkedIn, Glassdoor, and Instagram. When employees act as social advocates, they’re helping expand a brand’s sphere of influence potentially helping to attract qualified talent.
The job search process has become an increasingly social one for candidates. Employers who are able to connect with potential hires in the online spaces where they engage on a daily basis stand a better chance at recruiting elusive talent ahead of their competitors.