Recruitment Marketing currently plays an important role in recruiting and attracting talents for businesses. This poses the question of how to run a successful Recruitment Marketing campaign. In the following article, Viindoo will provide you with useful information and the required factors to create a successful recruitment campaign.
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1. What is Recruitment Marketing?
Recruitment Marketing is the process by which businesses implement strategies to find, nurture and attract talent before they apply for a job. This strategy also refers to the company's interaction with job seekers to select the most potential and qualified candidates.
In the Recruitment Marketing process, businesses will apply all the principles of modern marketing such as multi-channel communication, data analysis and automation technology to strengthen and promote the employer brand. This is considered the most important step in the process of attracting talent.
Get to know more about Recruitment Marketing
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2. Why should businesses apply Recruitment Marketing?
2.1 Improvement in candidate quality
The first-and-foremost benefit of applying Recruitment Marketing is the improvement in candidate quality. Usually, the recruitment process of a business only targets candidates who actively apply for the job. However, in order to select the best talents, employers should put more effort into attracting a group of candidates who are not actively looking for a new job but are still willing to switch job if the right opportunity arises.
To do this, the Recruitment Marketing campaign is the answer. Implementing this strategy helps businesses convert interested candidates into job applicants. If successfully implemented, the recruitment marketing campaign can put the businesses in a more stable position in the recruiting competition.
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2.2 Faster the recruitment process
In addition to recruitment quality, recruitment time is also an essential factor contributing to the efficiency of the recruitment process. Therefore, businesses need to deploy recruitment marketing campaigns to accelerate this process. Recruitment Marketing helps the recruitment department attract, approach and nurture potential candidates, and form a talent pool. When needed, businesses will have this source of qualified candidates available for the vacant positions.
Accelerated recruitment process when applying Recruitment Marketing
2.3 Reduced recruitment costs
Another obvious benefit of applying recruitment marketing campaign is the reduced recruitment costs. Normally, in order to acquire qualified and suitable candidates for the job, enterprises have to screen a large number of job applicants. This takes up a lot of the business's budget, just to hire certain positions. In contrast, with Recruitment Marketing, businesses can save costs by sourcing from a large talent pool.
2.4 Diversity of candidate sources
As in the research by McKinsey - a global management consulting firm in the US, it was proven that a group of employees with gender diversity can do better at work by 15%. In addition, ethnic diversity in the workplace can also increase job performance by up to 35%. This kind of diversity, both in terms of gender and ethnicity, can be acquired through the application of Recruitment Marketing campaign.
Recruitment Marketing for diversify the source of candidates
3. 7 factors for a successful Recruitment Marketing campaign
3.1 Employer Brand
Before implementing a recruitment marketing campaign, businesses need to clearly define and accurately reflect the employer brand. However, it is also important to note the following points:
- Make sure that the employer brand is streamlined with the organization's direction, reflects the business’ image, and meets the expectations of the target talent pool.
- Promote employee engagement in the organization through the process of realizing values as well as assisting in promoting candidate referrals.
- Build an active employer brand to effectively attract talent.
3.2 Target candidate
If you want to start a recruitment campaign, the thing that businesses cannot ignore is to identify the target group of candidates. Each group of candidates will have different characteristics, your recruitment strategy of a customer service representative will be different from that of a salesperson. Defining the target group of candidates includes finding out who they are, their demographic characteristics, their work goals, and their expectations about the work environment. From there, you can build an image of a suitable candidate portrait.
Identify the target candidate persona
3.3 Recruitment website
One factor that has a direct impact on recruitment marketing is the recruitment website of the business. Usually, job seekers will find information through career websites. This is the most useful search source (according to Talent Board).
Therefore, make sure your website provides all the information needed by the candidate with a user-friendly interface that can be converted to any device. One thing that you need to consider is re-evaluating websites to determine which ones are really useful.
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3.4 Content Marketing
After fully ensuring the above 3 factors, the next step is to build a content communication strategy for businesses. There are many ways to convey recruitment content to candidates. Usually, candidates will access this information through job descriptions, job postings, social networks such as Facebook, Zalo, etc.
No matter what channels your business uses to convey its message, it is essential to have the same content and images on all those channels throughout the recruitment campaign. At the same time, content in the field of human resources also needs to be creative to attract readers.
Content Marketing in recruitment marketing campaign
3.5 Digital Advertising
For an efficient and cost-effective Digital Advertising strategy, the HR department should refer to the ways that other businesses invest in their advertising. This approach requires engaging content and vivid images to reach and attract more candidates. To do so, businesses need to involve content marketing in the whole campaign before promoting any kind of advertising.
3.6 Social Recruiting
Social Recruiting, also known as online recruitment, is a form of job posting on social networking sites such as Facebook, or Linkedin. However, not only that, Social Recruiting is also to attract and nurture relationships with both active and passive job seekers.
It should be noted that the messages for active and passive recruiters are very different. While active job seekers are interested in job opportunities, information about the organization, and criteria for evaluating candidates, passive job seekers are not. They simply focus on useful content that can help them develop more in their current career choice.
Social Recruiting
3.7 Channels for candidate care
Candidate care channels exist in many different forms such as talent training groups, Facebook recruitment groups, Management Trainee communities, etc. Not all candidates who are looking for recruitment information submit their applications. As a result, your business may miss out on many quality candidates. These channels are intended to help you re-engage with those candidates as well as provide a convenient and suitable application forms for different audience.
3.8 The criteria to measure the effectiveness of the Recruitment Marketing campaign
Surely when implementing recruitment marketing campaigns, businesses always want to know what a successful campaign is. Take a look at the metrics below to see if your campaign is working.
The criteria to measure the effectiveness of Recruitment Marketing
3.9 Interaction on social networking platforms (Social Engagement)
The first criterion to easily evaluate a campaign is the number of online interactions. Employers will use statistics on the number of followers, clicks, shares, etc. and aggregate those data. In addition, this job also helps businesses know what is an effective channel to reach candidates to develop and eliminate channels that do not have good interaction.
3.10 Source of hire
Determining the source of hire is not only related to the success of the recruitment campaign, but also affects the spending budget. Therefore, be very careful in choosing channels for recruitment.
To know which recruitment channels are effective, employers need to rely on determining where the applications come from. After knowing about this, businesses can develop effective channels and eliminate recruitment channels that are not working well.
3.11 Time to accept
Another criterion to measure the effectiveness of recruitment marketing campaign is the conversion time from candidate to employee. This time is counted from the time the candidate submits the application to the time the offer is accepted.
A business’ success in its recruitment campaign depends on how quickly it can acquire quality candidates, especially in today's fierce competition. If the business does not act immediately, the candidate will fall into the hands of competitors immediately. Time to accept is also an expression of professionalism in recruitment activities of an organization.
3.12 Cost-per-hire
When it comes to efficiency, the cost factor is always taken into account. The cost of recruiting a candidate is the amount of money it takes to get that candidate. This is an issue that every business cares deeply about. If the cost is too high, employers need to look again to find out what caused the cost to increase so much.
Criteria for the cost of recruiting a candidate
FAQs
What are the benefits of recruitment marketing?
There are several benefits of recruitment marketing. It helps companies attract a larger pool of qualified candidates, improves the quality of applicants, enhances employer branding and reputation, reduces time-to-hire, lowers recruitment costs, and increases the likelihood of finding the right fit for the organization.
How does recruitment marketing differ from traditional recruitment methods?
Traditional recruitment methods typically focus on reactive job postings and relying on active job seekers. In contrast, recruitment marketing takes a proactive approach by actively promoting job opportunities, building relationships with passive candidates, and creating a positive employer brand. It leverages various marketing tactics and channels to attract, engage, and nurture candidates, resulting in a more strategic and effective recruitment process.
What are some effective recruitment marketing techniques?
Effective recruitment marketing techniques include:
- Employer branding initiatives, such as showcasing company culture and values through storytelling.
- Social media recruitment campaigns to reach a wider audience and engage with potential candidates.
- Content marketing strategies, such as creating informative blog posts, videos, and webinars related to job roles and industry trends.
- Employee referral programs that encourage current employees to refer qualified candidates.
- Personalized email campaigns that provide targeted messaging and updates to prospective candidates.
- Talent communities or talent networks, where individuals can join to stay informed about job opportunities and engage with the company's recruitment efforts.
How does Recruitment Marketing support employer branding?
Recruitment Marketing plays a crucial role in building and promoting employer branding. By utilizing various marketing techniques, companies can showcase their unique culture, values, and employee experiences, creating a positive employer brand image that attracts top talent and fosters a strong reputation in the market.
Can Recruitment Marketing be effective for small businesses?
Absolutely! Recruitment Marketing can be equally effective for small businesses. In fact, it provides an opportunity for smaller companies to differentiate themselves and compete for talent against larger organizations. By leveraging targeted strategies, social media, and compelling content, small businesses can effectively attract and engage qualified candidates.
Above are useful information about Recruitment Marketing that Viindoo wants you to know. The article has shown the factors as well as criteria to measure an effective recruitment marketing campaign. Hopefully through this article, businesses will have appropriate strategies for their recruitment process.
