What is Recruitment Marketing?

Many businesses today are intensely searching for suitable candidates to fill open positions. Ever since the "Great Resignation" of 2021, companies in the United States and around the globe have been perpetually short-staffed. Consistent, conscientious, and skilled employees are at a higher premium than ever. 

This is where an effective recruitment marketing campaign can make a huge difference in hiring outcomes. Let's discuss what recruitment marketing is, why it's important, and how you can develop an effective recruitment marketing campaign for your business. 

Why Is Recruitment Marketing Important? 

According to Indeed, recruitment marketing is "the method of promoting your brand as an employer throughout the recruitment process to attract, engage and nurture relationships with qualified talent." Simply put, recruitment marketing is designed to attract suitable job candidates to your organization. 

While posting openings on online job boards and social platforms is a part of recruitment marketing, there's a lot more involved in a successful recruitment marketing strategy. For example, brands need to continually evaluate their reputation among job seekers and try to enhance that reputation. 

Therefore, a recruitment marketing strategy is important in reaching suitable candidates and convincing them to apply to your organization. 

How to Develop a Winning Recruitment Marketing Campaign 

Any recruitment marketing campaign has several moving parts, and it usually takes quite a bit of forethought and planning to launch a successful initiative. Here are some key steps you can take to help your campaign be more effective. 

It's important to know what type of candidate you want to attract to your open positions. For example: Should you focus more on experience and technical expertise or a demonstrated ability and willingness to learn new skills? What kind of educational credentials are mandatory, and which ones are simply nice to have? Do you have the budget to pay more for a more experienced candidate? Answering key questions like these will help you clearly define your ideal candidate (or "candidate avatar," as we call it at Mid-West Family). 

Once you've determined who you would like to work for you, the next issue is why they would want to work for you. It's important to convey to potential employees what your company is all about, its core values, and its culture. Is your business production-driven or process-driven? How does management interact with team members? Are there opportunities for growth and advancement?  

Ensure you craft a compelling narrative for job seekers around why your company is a great workplace. Then, communicate that narrative through various channels, including social media. 

This is where the job boards come into the picture. Most of your ideal candidates aren't going to apply with your company if they're unaware of your open positions. Therefore, it's important to advertise your job openings as widely as possible — including on local and online job boards, social media, and other advertising platforms (such as Google Ads). 

In addition, make sure that your job descriptions are accurate, informative, and compelling. The more specific you can be with each job description, the easier it will be to manage candidate expectations moving forward.  

Once a candidate has submitted their application with your company, keep them engaged throughout the hiring process. Promptly respond to their initial application and any questions they may have. Build relationships with potential candidates, recognizing that even if they're not right for the position that's currently open, they could be a perfect fit for another role in the future.  

If you've identified someone as an excellent candidate for the job, close the deal with them as soon as possible. You don't want a competitor to lure them away with another job offer and thus reap the benefits of their skills and expertise. 

Continue to evaluate your recruitment marketing performance during and after each campaign. Identify which aspects of the campaign worked well and which areas have room for improvement. Be willing to adjust your strategy accordingly. 

A strong recruitment marketing plan is key to making candidates aware of job openings at your company and convincing them that your organization would make for a good employer. If you need help developing an effective recruitment marketing strategy, you don't need to do it yourself.  

At Mid-West Family Northern Illinois, we have years of marketing experience and can help you create and execute a high-ROI recruitment campaign. Reach out to our team of friendly experts today to start the conversation.