Recruitment marketing: the new strategy for better recruitment

Marketing is a proven strategy since its inception. It makes it possible to seduce customers by using different techniques. However, the imbalance between supply and demand has given rise to a new kind of marketing: recruitment marketing. The target of this strategy is not the clientele, but rather the professionals. It is a way used by companies to attract the attention of talented professionals. Although this strategy is about ten years old, it is not yet well understood by all employers. What is recruitment marketing? This article clarifies this question.

What is recruitment marketing?

Recruitment marketing is a purely digitalized strategy. It appears to be an ideal solution to attract the interest of the best talents. Indeed, the labour market is saturated in demand, but lacking in supply. Competent candidates therefore become difficult to find and convince. This is when recruitment marketing comes into action. It consists of providing relevant information to interest a specific target. In this case, the targets are the talented candidates.

Nowadays, the job search is done via search engines. Any company that wants to recruit is therefore required to have a well-referenced website. The information provided on the company’s website is carefully selected to meet the knowledge needs of potential employees. Thus, when curiosity pushes the candidate to learn about a subject of interest, they come across the page of a company that offers interesting job offers. In recruitment marketing, advertising is purely focused on the candidate for a vacancy in the company.

Since the emergence of this imbalance between supply and demand, the recruitment landscape has changed. Instead of the candidate trying to seduce their future employers, it is rather the employer looking for talent who tries to seduce employees.

What are the elements of recruitment marketing?

Recruitment marketing is essentially oriented towards the search for talent. This strategy is therefore based on techniques different from ordinary marketing. The first element of digital recruitment marketing is the employer brand. It’s about what makes your business what it is. The employer brand is based on corporate culture (history, purpose, values and actions). It therefore represents the company in all its authenticity. You can redirect candidates to a trusted platform of employee reviews to allow them to get their own idea of the company from employee reviews.

The second element, which is not the least, is inbound recruiting. It is this component of recruitment marketing that arouses the interest of talent. It consists of filling the site with information directed to the profile of the candidate sought. Once the candidate is attracted, recruitment marketing provides the value proposition which is a way to encourage them for their good results. This little bonus can further convince the talent that the proposed position and the benefits are exactly what they need. It is then necessary to establish the profile of the candidate (skills, experiences, values) and analyze the other job offers available on the market. This labour market study aims to identify the techniques used by other employers. Thus, you can adapt your own method that will strengthen your position in the list of potential jobs of talent.

Digital recruitment marketing has two other elements. This is about improving the candidate experience during recruitment and HR data analysis.

What are the objectives of recruitment marketing?

A company is composed of several interdependent positions that must all be occupied for the proper functioning of the company. The objectives and challenges of recruitment in companies are therefore very great. To put all the chances on their side, the employer uses recruitment marketing which has several objectives. The digitalized marketing of recruitment makes it possible to offer the company:

• better attractiveness;
• better employer branding;
• effective recruitment;
• collaboration with conscious and committed workers.

Recruitment is increasingly digitized to meet the needs of talents who demand to be able to apply for a job from their smartphone. Find out what you need to know about digitalization of recruitment.

How to create a recruitment marketing strategy?

Recruitment marketing makes it possible to interest and select qualified candidates for a position in a company. But, to succeed in this marketing, it is important to follow steps that have already proven their worth. After the creation of the recruitment marketing strategy, it is necessary to start the recruitment campaign. How to succeed in your work-study recruitment campaign? What are the steps to succeed in your recruitment campaign? These are all questions that employers are asking.

Take stock of the situation

Recruitment marketing is very digitalized. To put in place an effective strategy, it is first necessary to take stock of the situation. This is an opportunity for the employer to take stock of the communication tools available to inform candidates about the positions to be filled. It can be a blog, a website, or social networks like LinkedIn.

Set recruitment objectives

Recruitment goals depend on the company’s strategy . They must be clearly and precisely defined so as not to lose sight of them. The definition of recruitment objectives also involves choosing a period for the submission of applications and a deadline for the end of recruitment. It is advisable to define recruitment objectives with the managers of each sector of the company.

Define the candidate persona

The candidate persona is the profile that the candidate must have for the position to be filled. These include, for example, the level of education, years of experience, motivation for wanting to work in the company and values. The candidate persona must be established taking into account the elements of the corporate culture. Once the profile is established, you have a clear idea of the candidate who would fit this position.

Choose which channels to use

After taking stock of the available channels by taking stock of the situation, it is now up to you to choose which of the channels will be used for content production. The choice of channel depends on the channels or social networks of choice of your target. Thus, if they are a regular of search engines, favor blogs and websites as a means of communication. If, on the other hand, they are a social network user, the informational content will be published on the LinkedIn , Facebook or Twitter profile of the company.

Make a timeline and measure the impact

If you are looking for innovative ideas for a recruitment campaign, here are a top 7 original recruitment campaigns to know. Once the means of communication have been chosen, it is necessary to define the timetable according to which the content will be published on the channels and to measure the impact of the strategy.