In today’s chaotic hiring market, recruitment marketing has emerged as a widely adopted practice among recruiters and HR professionals. By definition, recruitment marketing is a tactic used by an organization to source, manage, and nurture passive talent — before they apply for an open position.

Pursuing passive candidates may seem counter-intuitive at first, but recruitment marketing works. Check out these statistics:

  • Companies that use recruitment marketing are 13% more likely to employ highly engaged individuals, compared to those who do not use the practice (source).
  • 86% of HR professionals agree that recruitment marketing is an effective strategy to identify, attract, engage and nurture candidates (source).

In today’s post, we outline four simple steps to recruit like a marketer today!

1. Create candidate personas.

In the recruiting industry, where ‘time to fill’ is a prominent metric for measuring success, there is little room for inefficient prospecting practices. Yet, on average, nearly three-quarters of candidates identified in an initial search are deemed unqualified or irrelevant for the position (source).

To increase productivity, create candidate personas before launching your initial search. Similar to a marketing department’s buyer personas – which are profiles of an organization’s best customers – candidate personas define an organization’s ideal candidates.

To create these profiles, consider what motivators, experiences and characteristics of a candidate are important to your organization. When implemented effectively, candidate personas can be used to inform your entire recruiting strategy, from more targeted searches to improved communication and engagement with your candidates.

For more information on creating candidate personas, check out this blog post: How to Create Buyer Personas.

2. Implement a social recruiting strategy.

Nearly one in three consumers in the US is influenced by social media in their buying journey (source). In a similar fashion, candidates turn to social media to evaluate potential job opportunities. In fact, one recent study indicates that 73% of millennials found their last position through a social media site (source).

Not convinced social media has a place in your recruiting process? Consider these statistics:

  • A quarter of all job seekers use social media as their primary tool for job searching (source).
  • 90% of companies use some form of social media to attract, source and engage qualified talent (source).
  • Posting job postings on social media can increase candidate applications by 30% to 50% (source).

However, ineffective use of social media in your recruiting practices can produce negative consequences for your organization. Check out the following blog post to ensure your recruiting team utilizes social media best practices during your outreach process:

How to Avoid the Biggest Hiring Mistakes

3. Kick-start your employer branding.

While a marketing department’s focus is on the corporate brand, recruiters and HR professionals should be concerned about their organization’s employer brand. To differentiate the two, a corporate brand is the public image of an organization as a whole, while in comparison, an employer brand is defined by a company’s reputation as an employer. Think of it as a perception of how you treat your employees, rather than how you treat your customers.

While this may seem like a misuse of your time and effort – especially in comparison to your other daily tasks, an employer branding strategy will actually amplify your recruiting efforts.

Here’s how:

  • Nine out of ten candidates are likely to apply to a job when it is from an employer brand that’s actively maintained (source).
  • Recruiters who represent a strong employer brand are twice as likely to receive responses from candidates they contact (source).
  • A strong employer drives 2x more applicants per job post on LinkedIn (source).

4. Optimize for mobile.

Mobile optimization is not only a necessity for marketers but recruiters and HR professionals as well. However, not many HR teams make mobile a priority. Consider this: While 45% of job seekers search for jobs daily on their mobile device (source), only 45% of recruiters have mobile career websites (source). This means countless open positions are failing to reach their intended audience.

When considering the benefits of optimizing your career site for mobile, keep in mind that 53% of people will abandon a mobile site if it takes more than 3 seconds to load (source). Additionally, 45% of people are less likely to visit a website again if they had a poor experience (source).

Career sites should be clean with a clear call-to-action, streamlined processes for submitting applications and completing forms while on a mobile platform.

Key Takeaways on Recruiting Like a Marketer

Remember, the key to recruitment marketing is to build relationships with quality candidates and nurture them throughout the hiring process. These four tips will help you improve your recruiting strategy and generate more candidates.

Contact ZoomInfo today to learn how we can help you improve your B2B recruiting efforts.

About the author

Caitlin Coen

Caitlin Coen is the Customer Marketing Manager at ZoomInfo, the leading business contact database and sales intelligence solution.

Subscribe to the ZoomInfo blog.

B2B marketing, growth, sales and more.

    Related Content