Traditional recruitment strategies are no longer enough to reach great talent. Many top performers are passive candidates, and those who are actively seeking a new opportunity won’t be on the market for long. If you want to win the best talent for your team, it may be helpful to start thinking more like a marketer. Recruitment marketing strategies, like those outlined below, will help you build your talent pipeline and convert the most coveted candidates into new hires.
Recruitment marketing strategies
Sixty nine percent of consumers research advice and opinions before making purchasing decisions, with 70 percent of those using review sites, and 57 percent using social media. Similar to how consumers have a choice in what they buy, great candidates have a choice in where they work. They often do research to ensure they only engage with organizations they’d consider joining, which is why it’s so important to monitor and help shape your employer brand.
Regularly review employer review sites, like Glassdoor and InHerSight, and your brand’s social media mentions to see what employees and candidates are saying about your organization. Thank each person for their feedback, and think about how you can use negative feedback to improve. Promote the most positive feedback on places like your career site and social channels so your candidates can easily learn what sets your organization apart from the rest. From there, consider building out an employee advocacy campaign as part of your recruitment marketing plan to extend the reach of your employer brand (and, possibly, boost your employee referral program).
It takes between six and eight touch points for marketing professionals to generate a viable sales lead. Those touch points—which may include website visits, social media interactions, and emails—serve to educate and inform the prospect enough to move them down the buyer’s journey. This process is a lot like that for sourcing and engaging candidates, for whom it’s often necessary to create multiple touch points prior to introducing them to your hiring manager.
Candidate nurturing early in the recruitment process is often as simple as building an employer brand, and following up with sourced candidates who don’t respond to your initial outreach. Data from sales email outreach shows that 25 percent of people who didn’t respond to your first email will respond to your second.
If you hear back from a candidate who simply isn’t interested for the time being, ask if it’s ok to follow up at a later date—most candidates will agree to stay in touch. Perhaps more importantly, stay in touch with the candidates who are interested in joining your organization, but aren’t hired. Keep these candidates in your talent pipeline for future roles, and reach out again when a relevant position opens up.
Particularly for your top candidates, you or your hiring manager should reach out from time to time to check in. Connect with them on LinkedIn to be notified of work anniversaries and birthdays, and perhaps they will see relevant company news you share with your connections. Each touch point—between your career site, emails, or social media interactions—will help nurture your candidates until they’re ready to engage in your recruitment process.
The best marketers don’t rely on guesswork to decide where to spend their limited time and budgets, they rely on data to inform their decisions. Everything can be tested—from most cost effective lead generation channels, to the highest converting website and email copy. Recruiting professionals have also found that data allows them to make the best use of their own limited resources.
Your recruiting data can answer many important questions. Which source of hire produces the lowest cost hires? What about the highest quality of hires, or the fastest hires? If you’re one of the many organizations who finds that employee referrals check all three boxes, you can justify investing more in your employee referral program.
You may also be able to increase your talent pipeline by A/B testing things like your job titles, job descriptions, and cold outreach messages (including your subject line). It’s amazing how revamping job descriptions can attract a higher-caliber, more diverse talent pool, or how a different email subject line can get more candidates to respond to your cold outreach. By tracking the results of these experiments and implementing your findings, you can continually improve the results of your recruitment efforts.
Conclusion: recruitment marketing strategies
Recruitment marketing isn’t a new concept by any means, but it’s one that becomes more important as the talent market becomes more competitive. It’s no longer enough to simply post a job and wait for the applications to roll in. As time to hire continues to creep upward, it’s become apparent that the employment market strongly favors the candidate. In order to hire the best talent for your team, put on your marketing hat to learn how to best attract, engage, and close the candidates you need.