A simple introduction to recruitment marketing

In today's competitive job market, finding and attracting the best candidates has become increasingly challenging for businesses across the United Kingdom.?

This is where recruitment marketing comes into play, offering a powerful strategy to help companies stand out and connect with the best candidates.?

But what exactly is recruitment marketing, and why is it so important??

Let's dive in and explore this concept in simple terms.

What is recruitment marketing?

Recruitment marketing is the practice of using marketing techniques and strategies to attract, engage, and nurture potential job candidates.?

It's about treating job seekers like customers and creating a positive, compelling image of your company as an employer.

Think of it this way: Just as traditional marketing aims to attract customers to buy products or services, recruitment marketing aims to attract talented individuals to join your organisation.?

It's about selling your company culture, values, and opportunities to potential employees.

Why is recruitment marketing important?

• You’ll attract the best candidates: In a job market where skilled professionals have multiple options, recruitment marketing helps your company stand out and appeal to the best candidates.

• It builds a strong brand: It helps create a positive perception of your company as an employer, making it more attractive to both active and passive job seekers.

• Improves candidate relevancy: By targeting your ideal candidates with tailored messages, you're more likely to attract applicants who are a good fit for your company culture and values.

• Keeps hiring costs down: A strong recruitment marketing strategy can lead to a larger pool of quality candidates, potentially reducing the time and resources spent on hiring.

• It enhances the candidate experience: From the first interaction to the final hiring decision, recruitment marketing focuses on creating a positive experience for candidates, which can improve your company's reputation.

Key elements of recruitment marketing

• Employer branding: This involves showcasing your company's unique culture, values, and employee experiences. It's about answering the question, "Why should someone want to work for us?"

• Content marketing: Creating and sharing valuable content that appeals to your target candidates. This could include blog posts, videos, or social media updates about your company, industry insights, or career advice.

• Social media engagement: Actively engaging with potential candidates on platforms like LinkedIn, Twitter, and Instagram to build relationships and showcase your company culture.

• Career site optimisation: Ensuring your company's career page is informative, user-friendly, and optimised for search engines.

• Employee advocacy: Encouraging current employees to share their positive experiences and job openings within their networks.

Also read: How to successfully incorporate employee advocacy in your recruitment process: Expert insights from Tatiana Koval

If you're new to recruitment marketing, start by:

1. Defining your employer value proposition (EVP)

2. Identifying your ideal candidate personas

3. Auditing your current recruitment channels and content

4. Developing a content strategy that speaks to your target candidates

5. Encouraging employee involvement in your recruitment efforts

Effective recruitment marketing is an ongoing process so make sure that you are consistent, continuous and constantly measuring your results.

Finally, here are some great examples to give you some ideas:

Jaguar Land Rover's virtual reality experience:?

JLR created a virtual reality app that allows potential candidates to explore their manufacturing facilities and take part in interactive challenges, giving them a unique insight into working for the company.

BBC's apprenticeship campaign:?

The BBC runs a comprehensive apprenticeship programme, using social media, video content, and employee testimonials to attract diverse young talent across various roles in the media industry.

Vodafone's #CodeLikeAGirl programme:?

This initiative aims to encourage more girls to pursue careers in technology. By showcasing this programme, Vodafone not only attracts young talent but also positions itself as a company committed to diversity and inclusion.

Deloitte's "What Impact Will You Make?" campaign:?

This campaign uses employee stories and interactive content to showcase the variety of career paths and the impact employees can have at Deloitte, appealing to candidates who want to make a difference in their careers.

The NHS's "We Are the NHS" campaign:?

This nationwide campaign uses powerful storytelling and real-life experiences of NHS staff to attract healthcare professionals, highlighting the rewarding aspects of working in the public health sector.

Author bio

Steve Ackroyd is the founder of The Job Guru (also known as TJG), a company that helps other businesses to find and hire new employees through the online Application Booster service.

Steve has over two decades of experience working with small businesses, helping them to grow through providing expert knowledge, consultancy, and services both online and in person.

Steve has been helping companies recruit for the last decade. He has built up a considerable following over that time by providing honest, straightforward advice to help business owners understand how to find and retain the best employees for their businesses.