Before a candidate comes onto a decision to work with a company, or even come in for an interview, they make all efforts to learn all about the firm. They’ll try to learn everything about the company such as the foundation, team, products/services, clientele, etc. But, this doesn’t stop here. Candidates today also research the online performance of the company and the customer reviews they’ve received. They’ll get onto Facebook, Twitter, Pinterest, and every other possible platform, to learn more about the company.
Marketing is a very important aspect for such candidates (which is the major proportion of candidates today). This is the reason why companies are becoming more strategic in the way they think about recruiting, which in turn makes talent acquisition the right kind of recruitment process today. Great talent is a powerful and consistent source of competitive advantage in business, with recruitment marketing giving companies the ability to attract only the best.
Why is recruitment marketing important?
The shift from simple recruiting to talent acquisition isn’t just about candidates becoming more sophisticated, but also that the best candidates are passive, and not active. The best candidates are already employed; they aren’t browsing job ads, or going through lengthy application forms. Thus, you need to pull them out of their comfort zone, and bring them towards you; and for that, you need to do your best to market your company to such candidates.
The right recruitment marketing strategy
Every recruitment marketing strategy can be organized around four basic steps – attracting, connecting, engaging, and growing. These four steps form the candidate funnel, each helping the candidates to progress a little further, from leads to applicants, and finally employees, and ambassadors.
Attracting – This first step is what needs to be designed in a way such that every kind of candidate, whether active or passive, is attracted towards the company. Thus, deeper thinking is required to position the brand better, such as the website design, the content, the job description, and the channels to be present on.
Connecting – Now, it’s time to reach out to the candidates, and find out the most promising leads from the lot. This needs to be done absolutely strategically, moving away from sourcing reactively for specific jobs, and focusing on the personas instead that have been identified to build a long-term relationship. Data plays a very significant role here. You need to have rich up-to-date databases, and high flexibility at using the data at scale. Great data is what can build powerful models to rank and score candidates. In fact, it is the best way to establish an awesome first contact with candidates, and later engage with them effectively.
Engaging – You may have contacted the candidates right, but it is important to also be able to maintain these connections, and build long-term relationships with them. This again depends on data collection and management practices, using well-designed talent pools and a rigid pipeline management, which can help communicate with a large number of people, without committing errors and ruining the experience. Further, you can have the candidates engage even more by offering them the opportunity to click through links, reply to your emails, and explore your content. This is where a real relationship is established, and calls and visits are set up.
Growing – Growth is not only about scaling up and optimizing, but also about arming marketers with data, and helping them make an impact on the organization. And, this can be done in a variety of ways, like rethinking what they track and measure, getting more comfortable with the technology available for tracking and measuring, using data to forecast hiring needs by reducing uncertainty, and reducing inefficient manual processes as much as possible. Scaling up is a challenge that requires managing communications between team members, insuring changes in processes implemented, establishing working relationships with marketing, etc.
So, are you ready for recruitment marketing? It’s certainly a complex task, but this complex task can certainly help you reap the best results possible. If you think this is a difficult task for you to accomplish, you can always hire WalkWater Talent Advisors, one of the best recruitment companies in India, to help. They’ll help you with every kind of recruitment task, and also extend their expert consultation advice to you.
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