What is Recruitment Marketing?
Recruitment marketing is the strategic approach to promoting an organisation's employer brand through various external channels. This includes job descriptions, career websites, social media platforms, blogs, and even in-person events such as meetups and conferences. Company reviews on platforms like Glassdoor and profiles on career-oriented websites also fall under the umbrella of recruitment marketing. Essentially, any touchpoint a candidate encounters while researching an organisation can be considered part of a recruitment marketing strategy.
The Importance of Recruitment Marketing
Building Relationships Over Time
Much like traditional marketing, recruitment marketing is not about immediate conversions but about building relationships over time. It operates on the principle that multiple interactions can create a consistent and holistic narrative about what it's like to work at a particular organisation. Candidates who have engaged with these materials are more likely to be genuinely excited and aligned with the company's values.
Engaged and Informed Candidates
The effort invested in recruitment marketing yields dividends in the form of more engaged and informed candidates. This is particularly important for organisations that aim to build lasting relationships with potential hires as part of a broader talent acquisition strategy.
Employer Branding vs Recruitment Marketing
While both employer branding and recruitment marketing relate to how an organisation is perceived as a workplace, they serve different purposes. Employer branding is about what current, past, and potential employees think of the company. It involves internal research, such as surveys and focus groups, to identify the organisation's mission, vision, and values. Recruitment marketing, on the other hand, is the external work done to attract candidates. It involves all the touchpoints candidates have with the company before joining, and it is informed by the work done to define the employer brand.
Elevating Your Talent Brand Through Recruitment Marketing
To elevate your talent brand, it's crucial to understand the symbiotic relationship between employer branding and recruitment marketing. The key values and concepts identified through employer branding should be highlighted in your external-facing recruitment marketing efforts.