Marketing is a huge part of any business, and recruitment marketing is no exception. Finding the right people for your company is a critical aspect of growth and success. It’s not an easy task. This article will give you the inside scoop on how job marketing works. Why you need marketers in your team, and how to make sure you’re getting the best candidates.
What is Job Marketing
Job marketing is when companies use the principles and techniques of marketing to advertise an open position. To convince job seekers that their company is the best place to work. Job marketing is the way companies advertise open positions, and it’s a subset of recruitment marketing. It’s used to attract and persuade passive candidates with the use of (online) marketing campaigns.
Employer branding is used to make a connection with the candidate. To attract passive candidates who are not actively looking for a job. They could be interested in learning more about your company’s culture, benefits & compensation package.
With Job Marketing you use online marketing tools like SEO and Paid campaigns to retarget the audience and stay connected. To share your Employee Value propositions and guide your audience to vacancies to apply. With the use of analytics, you can measure the entire journey of the candidate and optimize each touchpoint.
Why are marketers needed in recruitment teams?
Many techniques from traditional marketing, including data analysis, branding, and segmentation, apply to the world of recruiting. Most Recruiters I met are very knowledgable when it comes to Employer Branding. The focus of the recruiter is on closing the deal, a hire. Whereas the focus of a marketer is filling up a pipeline with quality candidates. Both have their own speciality and require separate skill sets.
Data analysis is important for understanding your competition so you can create a plan for beating them. Branding is important. It helps recruiters communicate with their candidates about what makes their company different from others in the market.
Branding is used to develop a recognizable employer brand, based on the culture and values of your organization. With branding, a candidate can determine if they match with your organization. If there is a match or culture fit, the candidate will engage with your content.
Segmentation is also useful in getting people interested in joining your team. As well as making sure that you’re targeting the right candidates at each stage of their career progression.
How to use Inbound Marketing effectively in recruitment?
Inbound marketing is a technique that focuses on creating useful content that attracts visitors to a website. Inbound techniques (SEO) can be used to attract candidates to a company’s career page. Very effective as it allows you to get people towards your site where they can read more content.
Make sure to add a Call To Action (CTA) after your content. The end goal is applications. From the content page, direct the audience to your vacancies to apply.
Create a great candidate journey. Set up paid campaigns on social media channels and target the right audience. Pull your audience through the journey. Trigger them to engage with your content and direct them to your career site to apply.
I summarize the entire process in just four sentences to create an overview of the steps to take. Each step I mention takes time to develop. Before you can create a candidate journey, you have to know more about your candidate. Before you can reach your audience, you have to create an Employee Value Proposition.
Every step in the Recruitment Marketing process takes time because of the needed research and analysis. You can not create an Employee Value Proposition without doing research inside the organization. What makes this organization a great place to work? What are the Unique Selling Points you can offer your (future) employees?
You can’t make a great offer if you don’t know your audience. You have to know their needs, wishes and barriers in order to reach and trigger them. These insights also offer great subjects for content to send the right message. It also gives input to target the audience, right on the channels where they are active.
Conclusion
Remember that the goal of job marketing is to help your company find and hire the best employees. Your goal with job marketing is to fill up pipelines for vacancies with great quality candidates.
Job Marketing works but you still need a personal touch from recruiters who know their industry inside out. The recruiters know what will appeal most to candidates based on their experience or education level (or both). They are the specialists that close the deal!
Active with Job Marketing? Let’s chat!
If you want to spar with me about job marketing, analytics and KPIs, and conversion rates, let me know! Send me an email, here! Keep up to date with the blogs? Sign up here:
