Recruitment is one of the most significant functions of the human resources department. With growing modern complexity and changing candidate aspirations, it has become important to pin down a talent acquisition strategy
that not only helps identify candidate selection factors but also attracts and retains them.
The Great Resignation left many organizations in multiple predicaments. Businesses who either weren’t in touch with the evolving workplace demands or just refused to accept them and pivot were left in a lurch. HR teams were constantly seeing revolving doors due to the high rate of attrition. But now that things are settling into the new normal, the significance of some proven recruitment strategies and an effective recruitment platform has become amplified. One of them is recruitment marketing.
"Agile marketing is becoming more and more the standard, and in order to be agile, you need to be able to pivot."
- Tara O’Sullivan, the CMO of Skillsoft
Traditionally, recruitment marketing was constrained by the technologies in use. But with the evolution of multiple mediums of communication, it has grown exponentially, evolving into agile marketing. It is enabling many forward-looking organizations to take advantage of new recruitment technologies to mix, match, and combine different solutions and streamline a steady flow of well-matched candidates
Why the Right Recruitment Marketing Strategy Matters?
Killer recruitment marketing is the key to filling in a critical piece of the puzzle: attracting top talent. Recruitment tactics today don’t hold on their own. Modern job seekers aren’t just looking for a job or a job title or a salary package. They want meaningful career development, fulfilling work, and a healthy culture that fosters creativity and collaboration. With so many moving parts, recruiters have a difficult task on their hands. They must now not only reach their target talent pool but also persuade a hybrid pool of active and passive job seekers to apply. They must now create a smooth candidate experience that loops into a positive employer brand.
This is where recruitment marketing strategies and employer branding come in. They help recruiters and HR teams develop a solid employer identity that can then be leveraged across platforms, through different mediums of communication, and at every stage of the employee lifecycle. Now more than ever, it's important to show off a brand to get more attention and show that the business is a force to be reckoned with as a workplace.
With the advent of multiple software solutions and products, businesses are spoilt for choice when it comes to automating much of their recruitment effort like the candidate screening process. An AI-based recruitment platform
is now coveted by many HR teams for the sheer performance it delivers. These solutions now offer a compelling opportunity to scale all aspects of recruitment marketing processes and empower HR recruiters with the tools they need to hire better and faster. With so many options, it can be difficult to identify which one meets the needs of a business the best. Here are the must-have features every recruitment marketing solution must have, whether it caters to a small or medium-sized business or a large corporation and across a wide berth of industries.
Must Have Features of a Recruitment Marketing Platform
Working with a Recruitment Marketing Platform (RMP) can help you access the recruitment data insights
and tools needed to achieve your recruitment and hiring objectives. Here are some of the most essential features of a recruitment marketing platform that’s comprehensive and effective:
Ability to Build a Talent Community
Before you can swim in high quality resumes and make candidate evaluations, you need to build a talent community. It requires targeted candidate profiling. This consists of a group of ideal target profiles based on criteria like education, skillsets, age, prior job roles, and so on. Building a talent community is especially beneficial for organizations that require a specific skillset, mass hire for similar roles, or are looking to convert passive job seekers into applicants. Recruitment marketing platforms allow HR teams to build a talent community and create a consistent talent pipeline, and nurture candidate relationships long before the candidate has applied. It also helps to boost hiring success. Talent community HR software
allows HR teams to track leads and automate source tracking, which gives an insight into the richest source for candidates. Other tools like fit scoring help HR teams to find candidates who are the right fit faster. Additionally, a few platforms feature tools to sort and rank candidates for open job roles.
Although most organizations use an applicant tracking system (ATS), candidate evaluations is its most critical function. Screening and evaluating candidates
effectively starts with job openings that reach the right candidates. This is where job marketing comes in. It goes beyond what an ATS can do, i.e., target the marketing of job functions towards the right audience for maximum impact. An efficient recruitment marketing platform enables HR teams to integrate their job openings with Google’s SERP. This way, the posting gets a link back to the careers page and garners more traffic. From there it can be promoted through paid ads and even on paid job boards. Also, recruitment marketing platforms let HR teams use programmatic job advertising, which places ads where they are most likely to be seen.
Content Management System
A careers website page is a crucial piece in the recruitment puzzle. From showcasing the culture of the company, updating potential candidates about the latest events, activities, and projects happening in the organization, to promoting a glimpse of the work culture is one of the most proven ways to attract top candidates. A content management system is essentially a component of recruitment and onboarding software that connects to the backend of your careers page and streamlines the process of constantly updating dynamic content. A CMS saves you time and money by eliminating the need to contact your developer every time an update needs to be made and by simplifying the backend process for your HR team.
Candidate Relationship Management System
Negative candidate experience has been the number one reason for many hiring failures. A negative candidate experience contributes to a poor employer brand
, as demonstrated by a survey by Talentegy wherein 69% of candidates said they were more likely to share a negative interview experience. Considering that potential candidates are browsing company reviews long before they even decide to apply for a job, it shows how crucial a candidate relationship management system is. From enabling recruiters to hire top talent to putting candidates at the heart of the hiring process, CRMs have the capabilities to replenish the talent pipeline in a meaningful way and keep the conversation going.
Employee Referral Management
An employee referral program enables organizations to tap into their employees’ professional and personal networks to strengthen their talent pipeline. The program is designed to reward employees for aiding the organization in its hiring efforts. Referrals are one of the best sources for hiring. Referred employees get onboarded quickly, are easy to retain, and get promoted faster. Employee referral management tools on a recruitment marketing platform enable organizations to go beyond organic referrals. They allow HR teams to track referrals, manage rewards, and integrate them with the applicant management system (ATS).
Social Media Recruiting
Social media recruiting has emerged as a powerful way to hire people and one of the best features of a recruitment marketing platform. Social media recruiting includes organizations promote their job openings on social media for maximum reach. In addition, social media is used to bolster the employer brand by consistently sharing targeted content that resonates with potential candidates. As a feature on a recruitment marketing platform, social media integration can allow everything from tracking a lead back to the social media platform, to understanding the performance of a social media campaign, integrating landing pages and executing digital recruitment marketing campaigns.
Recruitment marketing platform comprehensively boosts internal mobility to aid the recruitment process. Internal mobility allows organizations to tap into their workforce and existing organizational skillsets to fill in the gaps across the organizations. From promoting employees to senior positions to opening up different avenues of opportunities to excel, internal mobility helps companies have a performance-driven culture rather than a title-driven culture. A recruitment and onboarding software integrates the ability to plug in current employees about the openings and internal job postings as and when they open up.
What’s Your Next Step?
Now that you know what features the right recruitment marketing platform has, it is easier to start zeroing in on your organization’s current and future needs and tailor your recruitment marketing strategy accordingly. You can also explore these 5 smart recruitment marketing strategies that worked like a charm
for some of the top companies. With so many tools at your disposal, it is important to know where you stand and what results you are looking to achieve instead of opting for too many features or fancy functionalities. The right recruitment marketing platform lets you take over after screening and evaluating candidates. It helps you meet your needs and enhances your hiring abilities. In addition, recruitment marketing helps in optimizing your resources, reducing overhead costs and gun for better business outcomes.
Frequently Asked Questions
What is online recruitment marketing?
Online recruitment marketing is the process of using digitals media like websites, social media, job boards, job sites, and review platforms to create brand awareness to find, attract, and hire new employees.
Where do I start with recruitment marketing?
Set KPIs that you aim to improve with your recruitment marketing campaigns. To achieve this improvement, identify whether you need an AI-based recruitment platform, an API for your existing platform, or just a basic tool and make your choice accordingly.
What is a recruitment strategy?
A recruitment strategy consists of an action plan to identify which platforms to use, the employer brand positioning, communication guidelines, and other guidelines to help companies execute successful recruitment marketing.