Recruitment Marketing: Target The Right Candidates

If you’re an employer who is struggling to fill roles with the right talent, your recruitment agency needs to start thinking and acting like a marketer. In the past, things were as simple as posting an ad on a job site and waiting for the inevitable stream of applicants to flood your inbox. But now, it’s a constant battle for hiring the right people. With the shift in function from traditional HR to marketing, recruiters need to sell the role through the entire hiring process, to make sure the applicant doesn’t lose interest and jump on a better offer. Here’s where the need for a good recruitment marketing agency strategy arises, in order to position yourself as the first choice for the candidates you are targeting. So, here’s a few things to keep in mind when you go about building that strategy:

1.      Segmentation of Candidates

Do not make the mistake of painting all candidates with the same brush. After all, what looks attractive to someone working in customer service might be really off-putting for someone working in sales. Is the 58-year old accountant going to be interested in the free pink gin offered every Thursday night at the office? Maybe. We can’t make any assumptions, which is why in-depth research of the people you are dealing with is important so that your recruitment marketing strategy is more personalised to them. You should be able to segment candidates into specific types of people to avoid sending them unrelated or attractive content in order to minimize dropouts. 

2.      Brand your Business

Think of your candidates as “consumers”. Consumers have a wide variety of “products” (job positions) to choose from, so you need to make your organization seem the most attractive. For any recruitment marketing strategy to work, first you have to create a strong brand around your business and a work culture that is unique to your organization. Being extremely transparent about your company’s benefits, values and culture filters out misfit candidates before they can damage you by dropping out at the last stage.

3.      Recruiting from Social Media

One cannot downplay the importance of social media in recruitment marketing. Those who’ve been pestered with LinkedIn messages from every recruiter under the sun, know it all too well.  When done right, social media proves to be an effective channel for your recruitment marketing strategy. Even though it may feel like adding a drop in the ocean, social media aids in making valuable connections with candidates. But you have to be smart about it because just sharing job ads across various social media platforms like LinkedIn, Twitter, Facebook, Instagram etc. just doesn’t cut it anymore.

The struggle to fill job-openings is real. But proactively searching for the right talent who seamlessly weave into your organization’s cultural fabric through personalized recruitment marketing strategy builds a strong name for your business that candidates won’t be able to resist.