Organisations are just beginning to understand the close link between recruitment and marketing, and the line is only becoming more blurred. Recruitment is actually all about marketing.
While marketing is concerned with attracting customers to your brand, recruitment is about attracting the best people to work for your organisation. In fact, recruitment is all about marketing.
According to Sitka Recruitment reporting for Business News Wales, “Good recruitment is no longer about simply matching applicants to jobs, it’s about making sure you appeal to the right people and that you retain them – that requires strategy.”
Both marketers and hiring managers alike must tap into the needs of their target audience. Likewise, both must have long-term and ongoing strategy in mind.
In a candidate-driven marketplace, it is now vitally important for employers to add more value in their offering to candidates and distinguish themselves from competitors. There are a number of strategies to accomplish this, such as creating a powerful employer brand.
“Most of you will be no stranger to the term ’employer brand’ – creating a set of values and a culture that people want to be part of is very akin to what marketers do to attract customers. Recruiters are employing many of the same tactics too, such as promoting testimonials and candidate or staff reviews.”
Aspects of the recruitment process have changed too. For example, the best potential candidates might not actively be looking for a new job. This has lead many progressive recruiters to create strategies to expand their pool by engaging passive candidates.
Candidate experience is just as important as customer experience, so get to know your candidates personally and form good relationships. Like customers, candidates will be more willing to come on board with an organisation they trust.
Like marketing, recruitment requires an investment of resources, so it’s important to measure your ROI.
“The growth in recruitment analytics can make strategic hiring decisions much easier. By measuring the time it takes to fill a role, how many applications you receive and the attrition rate, employers and recruiters can better justify the investment of a recruitment campaign.”
At the end of the day, people are at the heart of marketing and recruitment. Providing them with added value and understanding their needs will enable your organisation to attract both customers and candidates.
What recruitment marketing strategies has your organisation used, and have they been successful? Talk to us about featuring your story.
Source
The fine line between recruitment and marketing
Sitka Recruitment
Business News Wales