Recruitment Marketing

/ Podcast
/ By Jacqueline Gregory

Take your recruitment efforts from ho-hum to oh-wow! Finding the perfect candidate may be more art than science. This week on ProjectHR, Matt Self of Conklin Media talks with us about recruitment strategy and how to find the perfect job candidate prospect. We discuss the following recruitment strategy topics:

What is recruitment marketing and how does it help with your hiring strategy?
The ways in which HR and marketing departments intersect, such as finding the perfect recruitment plan.
The best way to market your company to prospective job candidates and perfect your employee recruitment.
Walkthrough a typical recruitment strategy.

Matt Self

Recruitment Strategy

"Like 'a sale is always made' -- either you're selling them on why they should come work for you, or they're selling you on why they should stay where they're at."

For more information on recruitment strategy, check out The Best New Hire Orientation Round-Up.

If you prefer to read along while you listen, we've done all the hard work for you! We listened back to this episode and took notes below, and access is free!

What is Recruitment Marketing?

The term “recruitment marketing” refers to the strategies and tactics a company uses to find, attract, engage and nurture talent before they apply for a job.
The marketing aspect refers to promoting your brand in a way that will help you attract the candidates that you’re most interested in attracting & hiring.

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Why it’s Challenging to Find Talent Today

Low unemployment rate
Job candidates have more choices than ever
Entrepreneurship is high
Higher education is having a difficult time keeping up with the demands of the job market
So many companies have embraced recruitment marketing that those who don’t employ these strategies find themselves at a disadvantage.

How HR and Marketing Intersect

HR and marketing intersect continuously, regarding:
Hiring;
Training;
Post-employment;
Candidates who DON’T get hired;
The accurate and positive portrayal of the company
Both areas also understand and strive to treat candidates with respect at every level of interaction, because it’s the right thing to do, but also because you should never underestimate the power of word of mouth.

Marketing to Prospective Candidates

Marketing to candidates for the purpose of growth and hiring has to be a top-down, agreed-upon plan
It’s a combined effort of HR and Marketing
The effort shouldn’t be strictly HR, nor should it be strictly Internal Marketing – it should be both, initially, and expand to involve all the stakeholders in the company.
The effort does START with HR, because they are on the front lines of working with department managers to understand the needs of the position, they’re on the front lines of speaking with candidates and employees, so they should have the greatest understanding of what sentiments are toward the job and the company
HR relays this information to Internal Marketing, who massages that message and captures it into various assets, such as a Careers Page.
Internal Marketing “massages the messages” by
Synthesizing company-specific questions;
Crafting answers to those questions in a way that will be well-received by the candidates;
Determining the appropriate platforms and methods in which this will be shared.

Is it Common for HR and Marketing to be so Integrated?

They’re going to need to be in order to grow.
The number one limiter of growth for companies in America today is having the people to be able to perform the work.