Why is that? People have been talking about recruitment marketing for the past few years, so why has it suddenly become mission critical for organizations of all shapes and sizes?
There are a few good reasons:
The returns from more traditional recruiting tactics e.g. job advertising are flattening out, particularly when it comes to hard-to-fill roles.
Job ads work for many high-volume, high-velocity roles, but suffer from a couple of significant flaws. They rely on a moment of serendipity, your ideal candidate needs to come across your job at the exact moment that they're looking, and they're only really effective for active jobseekers a small percentage of the total market.
At a time when up to 90% of professionals might be open to hearing about new opportunities, you need to find a way to tap into the huge passive market more effectively. Recruitment marketing gives organizations a way to engage candidates who aren't ready to apply right now and build a relationship for the future.
"Job seekers are behaving like consumers when they look for jobs" - Greg Savage, Principal at The Savage Truth
Today’s candidate is savvier, more informed, and more particular than ever before.
They research jobs in the same way as they would any other major purchasing decision – they have the resources to learn almost everything about your company before they even think about applying. Now more than ever, the only way to win candidate’s hearts and minds is to focus on engagement and consistently deliver authentic and personalized experiences.
Recruiters need to invest more time in marketing to their target candidates, building value and educating them on why their company could be the right fit. They can't always go straight for the jugular and push their open roles.
It’s easy to forget that candidates are consumers, and as consumers, they’re used to engaging with businesses like Amazon, Airbnb, and Netflix that put the customer experience above everything else.
The amazing, on-demand experiences that companies like these provide are a pretty stark contrast to the application "black hole" that many candidates go through.
Candidates expect recruiting teams to engage with them on their terms, they expect personalization at every level, they expect communication to always be relevant, quite simply, they expect better.
The rules of engagement have changed, and without recruitment marketing, recruiting teams are ill-equipped to deliver the personalized experience that's crucial for any company looking to hire the best talent.
It's getting harder and harder to compete for the online attention of candidates. Companies aren't just battling against other job ads, they’re up against a wave of different digital distractions - social networks, games etc.
The nature of online behavior is changing. If you provide a weak candidate experience on your site, people are far less patient. They're much more likely to jump to Facebook than to click apply.
The online space is so crowded that to get your message across and stand out to the right candidates you need a change of strategy. You need to be more personalized than ever before, and you need to invest in recruitment marketing.
Recruiting is becoming far more relationship-centric, and as a result, the composition of many recruiting teams is changing. We're seeing the introduction of specialists to deal with areas like sourcing, branding, and marketing. The recruiting team of the future could look pretty different!
The introduction of a more diverse range of skills and capabilities to the recruiting organization make recruitment marketing easier to adopt. Instead of asking full cycle recruiters to take on a new responsibility, many teams are hiring people with marketing backgrounds to run their recruitment marketing programs.
Many of the principles of recruitment marketing have been leveraged by companies before, it’s only now though that the technology exists to run recruitment marketing effectively at scale.
Solutions like Beamery are making it possible for companies to source, attract and engage top candidates who would never apply otherwise.
Marketing to candidates, building your brand, focusing on relationships not jobs - it all makes a lot of sense. Sales and marketing departments have become incredibly sophisticated in the way that they interact with potential customers, recruiting teams are following in their footsteps.
Top candidates have more options than ever before, and in such a competitive setting, every aspect of the recruiting experience matters. It's on the talent operations function to design the new way of working that will bring in the best talent.
Ben Slater leads marketing globally at Beamery. He typically writes about the future of work and talent transformation.
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