The next time your manager laments the grueling TA environment, step up with a solution: your recruitment marketing plan. Your organization may not have dedicated staff with recruitment marketing expertise, but with modern technologies, you can level the playing field and drive more applicants to your funnel.
What is recruitment marketing?
Recruitment marketing is a communication and relationship-building strategy that helps you find, attract and engage candidates. It builds on the same tactics marketers use to reach and engage potential customers. Research indicates that in the last three years, Fortune 500 organizations have not only increased their use of recruitment marketing practices, but they’re also getting better at it. All those active and passive candidates everyone’s competing for? If you’re doing recruitment marketing, you’re more likely to be on their radar.
Here are five of the most important tactics to ingrate in your plan:
#1: SEO-optimized careers site
Having a careers site is fundamental – more than half (58%) of candidates say it is their most important resource in researching career opportunities. Good sites tell your employer brand story in engaging ways, and provide the kinds of information candidates are looking for. Great sites also use Search Engine Optimization (SEO), a set of best practices that helps elevate your visibility in search engines. SEO makes it more likely candidates will find your careers site when they search.
#2: Mobile engagement
Most candidates (90%) use their mobile device for job searches. Engage them while they’re actively searching by making it easy for them to connect with you via mobile. Your recruitment marketing plan should include mobile optimization for your careers site, and mobile apply that’s accessible from both your careers site and social channels. You can also consider interviewing platforms that integrate text interviewing as a qualification step, and that enables text messaging to help you stay in touch with candidates.
#3: Social recruiting
It may seem daunting, but no recruitment marketing plan can be successful without a social media component. You need a social media presence, but rather than spread yourself thin, try starting with the channel the majority of your candidates prefer and concentrate your efforts there. A strong social strategy includes getting your job postings and your talent brand out there, and also dedicating time to posting content and responding to what others post. You have to be engaged in social media yourself to build the presence that can pull potential candidates in.
#4: Diversity strategy
85% of TA leaders and recruiters report they’re under pressure to increase diversity in hiring. Recruitment marketing is essential in broadening the diversity of candidates coming into your funnel. Set goals for the talent pools you’d like to reach, and do some research to identify organizations and media that will help you communicate and begin to engage. At the same time, evaluate points in your hiring process where you can reduce unconscious bias. New technologies that facilitate unbiased candidate review can help to ensure the diversity of candidates you bring to your funnel carries through to interviewing and hiring.
#5: Recruitment marketing metrics
Metrics like time-to-hire and cost-per-hire are important, but they won’t give you enough insight into the performance of your recruitment marketing. You need that insight to adjust your strategy and shift more of your time and budget to the recruitment marketing tactics that are bringing in the highest quality of applications. Metrics you may consider include applications by source, and cost per quality application. If you are paying to advertise your open positions on job boards, the click-through rate is also important. This metric tells you the number of people that clicked on your ad to view your job posting.
Finally, check and recheck that your recruitment marketing is sharing your employer brand message with consistency and authenticity. That’s the best way to fill your pipeline with candidates who can become quality hires.
Ready to make recruitment marketing part of your hiring strategy? Learn how a modern interviewing platform can help you carve out the time you need through AI, automation and recruiting efficiencies.