Recruitment Marketing: What is it and How Can Companies Use It?

At the height of the lockdown restrictions, the Office for National Statistics (ONS) recorded an unemployment rate of 4.8%, meaning one in 20 economically active people were unemployed at the start of the year. Thankfully, it seems that the labour market is now beginning to see a resurgence in job postings. In fact, permanent job placements and temporary billings in the UK have seen their highest numbers since 2015 and 2017 respectively.

However, while increased job vacancies bode well for employees, companies are under pressure to fill these openings in anticipation of increased consumer demand. In an ever competitive and digitising market, traditional hiring strategies may not be the wisest choice. Instead, recruitment marketing is steadily becoming a more viable recruitment approach.

Understanding Recruitment Marketing

Recruitment marketing is the process of using marketing initiatives such as content creation and social media penetration with the goal of attracting top talent. This garners you organic followers from both active and passive job seekers, thereby streamlining the recruitment life cycle. For instance, our article on COVID-19 business recovery noted that employers are looking to hire temporary workers to recoup losses and hasten the return to normal. By utilising recruitment marketing, these roles can be quickly filled without compromising quality, thanks to the nurturing of a broadened talent pool.

How Your Company Can Adopt Recruitment Marketing

Take advantage of professional networking sites

Recruitment marketing is all about reaching prospects with minimum effort from their end. Considering that the average person in the UK spends 109 minutes on social media per day, it’s no surprise that 1 in 10 hires come from social media. If your company hasn’t yet, build your online presence by leveraging professional networking sites, with LinkedIn as the most obvious choice.

With over 756 million users, this platform for professionals has become a way to amass discerning followers who turn to you for thought leadership and engaging content. An article on LinkedIn marketing by Later even encourages companies to experiment with more interactive content. This makes followers feel more invested, involved, and heard. Live videos alone receive 24x more comments than in-feed videos, for example. Experts also suggest taking this as an opportunity to share your unique brand voice by showing a little personality in your posts. Feature employees and behind-the-scenes of your projects. This can be a way to showcase that you’re not just a corporation but an organisation with real people they can connect with.

You can also migrate these strategies to sites like Facebook, Instagram and Twitter. Although if you want a platform that’s built specifically for professional networking, LinkedIn is the better choice.

Opt for bespoke RPO to better target your audience

Among the biggest advantages that recruitment marketing provides is elevated employer brand reputation that clearly states your goals and values. This, incidentally, is one of the biggest employee considerations when accepting job offers.

However, it can be easy to overstretch yourself and find your messaging diluted online. Thus, it’s important to be able to pivot your initiatives based on the data and feedback you’re getting. To do this, invest in a Recruitment Process Outsourcing (RPO) provider that can help you measure and translate your organisation’s datasets, like greenbean RPO. This gives you a clear picture of what’s working, what’s not, and what more needs to be done. All in all, this lets you pursue a recruitment marketing strategy that better targets the talent pool you’re looking for with less time and money spent.

Make use of automation to stay timely

Things can move at the speed of light online, and content can quickly get drowned out. Computer Weekly’s report on UK online traffic revealed that Internet use has even increased by 78% in just one year. Predictably, manually keeping up with this demand is nearly impossible both in terms of content creation and posting. Thankfully, most online content platforms can support automated postings and pre-planned content blasts.

To illustrate, a newsletter can be penned ahead of time and then queued for mass sending to your subscribers at a later date. The same can be done for social media posts like Instagram. This can even be further optimised with auto-publishing options available on some third-party software. Automating some of your content also frees up time for your team to create ad hoc posts whilst banking future content.

As the economy is expected to bounce back, the biggest investment that a company can make is in its manpower. To make this process more efficient, effective, and pleasant for both employers and would-be employees, it’s about time that more organisations look to recruitment marketing.

by Ruth Joplin