August 16, 2023
If you have been in the recruitment space for more than a year, you would know acquiring talent needs sales and marketing aspects now. Top candidates are hard to spot, the demand for quality talent is huge and the people you hire define your organization’s trajectory. Over 69% of employers are having difficulty in filling jobs, the highest in two decades. Attracting talent through recruitment marketing strategies and employer brand is clearly the way forward.
Modern-day recruitment is primarily candidate-centric. Engaging candidates effectively and staying at the top of the competition through employer brand is what organizations need now. Identifying, attracting and pulling qualified candidates towards the bottom of the recruitment funnel is not a destination, but a continuous journey driven by a strategic marketing approach.
Let’s be honest – there’s no industry without severe competition today. Businesses have grown exponentially after the technology boom and this has allowed candidates to choose between a flood of companies to work in. Add up to that the access to brief information about every organization - its work culture, employee benefits, interview processes and more on job sites, and social media.
What makes you stand out as an employer today? Brownie points for getting it right – employer brand. But how to build and maintain a solid employer brand? How to ‘sell’ your roles effectively to the best candidates in the workforce? How to attract and acquire top talent with recruitment marketing? If you have all these questions in mind – you’re at the right place. We will cover the top 8 recruitment marketing strategies to help you hire the best candidates out there, and trigger your growth.
Employers use marketing tactics to promote their job openings, establish brand awareness and attract candidates to apply for their open roles. This practice is referred to as recruitment marketing. While earlier, this was all about management – posting jobs to various job boards and distributing the information across offline and online channels– it has now become a full-fledged function of persuasion and marketing. The advent of technology and social media in the past two decades has transformed the recruitment landscape no one anticipated.
Just like brands aim to target the right consumers with their campaigns – recruiters in the job market strive to reach a large number of good candidates and hire the best among them. Now unlike the consumer market where demand is continuous and supply is in control, the recruitment space doesn’t have any control over the supply. The demand is rapidly increasing and supply is significantly lagging behind.
So, recruiters today have to work exceptionally hard to acquire great talent. Here’s where recruitment marketing and employer brand come into the picture.
Recruitment marketing strategies are aimed at establishing the structure of your employer's brand and boosting brand awareness. It also plays an important role in retaining talent for companies, which is often less talked about – but is vital for growth. Additionally, recruitment marketing should not only help you find people who are searching for jobs. The global workforce consists of only 30% of active candidates. That should clearly show you why attracting and engaging passive candidates – almost three-fourths of the workforce is crucial too.
For a detailed overview of what recruiter marketing is and why it is vital today: Also read Recruiter Marketing 101.
Now that you are aware of what recruitment marketing is, and why is it vital in the talent acquisition space today, let’s dive straight into the strategies you can utilize for hiring top talent.
To establish a successful recruitment marketing strategy, you need to take care of numerous dynamics. From different distribution channels, and forms of content to balance between organic and paid campaigns – it needs more analysis than you would think. However, regardless of your industry and hiring requirements, here’s a list of the top 8 recruitment marketing strategies that will help you attract, engage and acquire top talent.
Your website is the primary destination of all the visitors of your business, no matter if they’re customers or candidates. For job searchers, your website should be concisely able to convey what you do, your company mission, the problem you’re solving, who you serve to, work culture and more relevant information.
A dedicated landing page for careers doesn’t only act as a centralized space for all your candidates but also gives you an opportunity to work on SEO. How? Well, your website career page can be leveraged to attract high traffic by optimizing it for keywords related to employment in your industry. Once you rank among the top few results for specific keywords, candidates searching for jobs would know you’re hiring and hence, you will have more applicants.
58.4% of the world's population uses social media. The average daily usage is 2 hours and 27 minutes. Now you know why social media platforms should be the priority in your go-to strategy for recruitment marketing and building a prolific employer brand. It’s the preferred place for candidates to learn more about your organization’s hiring updates, work culture, employee stories, accomplishments, news updates, internal opportunities, events and more.
Social media platforms like LinkedIn, Instagram and Facebook have proven to be effective in attracting employees. Over 57% of job seekers search for opportunities on LinkedIn. Especially when it comes to engaging passive candidates , nothing is more effective than organic social media marketing.
Glassdoor, a popular job review site has over 50 million reviews and insights for over 1 million companies. It’s evident that modern job seekers do their research and due diligence before taking up any job. Additionally, 75% of them are likely to apply for a job if the employer actively manages their employer brand.
As a recruiter, you need to manage your reviews and insights on review sites effectively. A complete profile listing, and active response to reviews on various job listings and social media help in building a positive employer brand.
Facebook is undoubtedly the most powerful platform for paid campaigns. Regardless of your aim to run ads, Facebook helps you reach many people and make them aware of your offering. In the case of recruitment, as a large chunk of candidates hangs out daily on Facebook and Instagram – this can be a great strategy to boost awareness of your recruitment by reaching fresh new audiences.
Performing paid campaigns by targeting job seekers based on their location, current professional role, experience, education and interests – enable precise targeting and helps you connect with professionals fitting well in your ideal candidate persona.
Why leave any marketing stones unturned when recruitment has become the driving force of your company? After collecting candidate information, you can directly add them to your email marketing campaign so that they keep hearing from you. Email marketing being 1:1 communication is a fantastic way to convey your message to candidates.
To decide on your email marketing – identify and analyze what your candidates would be interested in. It can be your company formation or the founder’s story, your brand’s differentiator, achievements so far or growth stories. Once you establish a consistent and continuous email marketing system – prospective candidates would be willing to hear from you and the candidate experience metric will surely improve.
A fascinating 70% of job searches start on Google. SEO is a long-term game. However, hiring requirements sometimes cannot wait for months. But you can still meet your candidates where they are. The best alternative for organic search engine traffic is Google PPC ads. They are fast as well as efficient because you don’t really need to work hard on developing a long-term SEO strategy to establish a brand presence and attract leads for your recruitment marketing.
Especially when you look at it from an ROI perspective, Google PPC ads are cost-efficient and there are high chances that you would get qualified leads through these campaigns. Additionally, it’s not something many employers are practising right now, so it can well prove to be a unique approach attracting numerous eyes.
We are well aware of the superiority of video content in today’s world. In fact, video makes up almost 82% of the overall internet traffic - which clearly tells you why your recruitment marketing should incorporate video too. The best way to convey your marketing message is through video, because of the deep connection that is established. When it comes to execution, you can present your organization's culture, what your company does, behind the scenes of working in your company, and more. The objective is to show your prospective candidates what would it be like while working with you.
When people search for certain jobs on job sites, you can make your name show up at the top, in many websites. Promoting your open positions on job boards will help you attract a high number of qualified leads. While posting jobs is free on most sites, a majority of them do offer options to run paid ads on their platforms. Ensure you target the right keywords for your job posts as they will also be found directly through search engines.
We discussed a great variety of recruitment marketing strategies. From video to social media and emails, one thing that brands always need while marketing is creativity. For you to get inspired, we handpicked 4 recruitment marketing campaigns that stood out globally. Let’s take a look.
Google is immensely popular for its complex problem-solving recruiting assessments and interviews. This campaign was carried out in 2004 in Silicon Valley and was aimed at directing qualified candidates who could solve this to www.7427466391.com, where they were presented with another challenge. The completion note on this website was:
“Nice work. Well done. Mazel tov. You’ve made it to Google Labs and we’re glad you’re here. One thing we learned while building Google is that it’s easier to find what you’re looking for if it comes looking for you. What we’re looking for are the best engineers in the world. And here you are.”
It’s just mind-blowing how Google led this campaign to filter potential candidates even before they contacted them directly. The brand is also known for attracting exceptional problem solvers – this campaign highlighted this aspect amazingly.
IKEA Australia performed the unimaginable in their recruitment campaign placing secret job descriptions inside every pack of furniture sold. While employers keep worrying about ROI and think it’s necessary to invest for better recruitment, this campaign literally didn’t cost anything. And the results? 4285 applications and 280 new hires in just a few months.
MasterCard Canada wanted to hire interns, and they decided to go social with this recruitment campaign. They boosted a hashtag - #internswanted among the primary target audience which was college students. The application process needed an idea for a product, app or any other solution toward a cashless future. Applicants had to post their ideas on social media and the reactions, and retweets generated were part of the final consideration. The campaign received 532 qualified candidates, and MasterCard further continued this campaign even after the initial hiring plans were accomplished.
The global renown advertisement agency - Ogilvy decided to break the bar with a recruitment marketing campaign no one anticipated. Oglivyone launched this campaign to find out the ‘World’s Greatest Salesperson’. They used a separate YouTube channel for inviting applicants to sell a brick! The campaign was promoted massively on social media to attract potential candidates. And if that wasn't enough – the standout contestants were given the opportunity to attend and pitch at the Cannes Lions International Advertising Festival.
When it comes to sourcing candidates and engaging with them – manual operations could stop you from scaling up and hence, driving growth for your company. Recruitment involves numerous mundane tasks such as continuously managing the talent pipeline, tracking candidate engagement status and monitoring progress analytics. Modern-day recruitment needs critical analysis and these repeated tasks only harm your productivity.
Nurturebox solves your talent sourcing and engagement problem and helps you automate and scale multichannel outreach. It’s now easier than ever to recruit your dream candidate as all the mundane tasks of candidate sourcing management including engagement and progress tracking are covered by our Chrome extension. Get started now to scale your recruiting pipeline while maintaining quality talent sourcing with a personalized approach for candidates.
Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.
Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.
Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.
From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:
While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.
A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.
As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.
To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.
Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:
While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with
Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.
Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.
Apart from having relevant industry experience, a good Content Marketer must possess the following skills.
A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.
Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.
Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.
Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..
A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.
Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.
Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.
Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.
Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.
Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:
Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.
Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?
You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.
Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.
Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.
As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.
Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.
Here are the necessary components you must have in your job description:
The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.
Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.
Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:
Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.
Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.
Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.
Reach out to selected Content Marketers and communicate about the compensation.
Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.
Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.
Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?
Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.
Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox: