According to a report from iCIMS, recruitment marketing to potential job candidates is said to be the latest and greatest hiring mechanism. By utilizing the vast online space, HR recruiters can open their candidate pool to a community not reachable in the past. iCIMS notes that candidates are now considered “consumers,” and 86 percent of HR professionals believe that recruitment marketing is a useful way to attract and discover the best people for roles within their company.
Recruitment Marketing Helps HR Learn How and Why Candidates Search for Jobs
In the report, Recruitment Marketing: Fad or Future?, iCIMS reveals that engagement with candidates at the right time is key to finding the best fit for roles in the company. While not all job prospects are looking for an immediate opportunity, many would consider making a job change if the right advertising message catches their eye.
HR professionals can make this engagement positive by promoting items such as job pay, stability, benefits, work-life balance, and their company’s values, mission, and culture – all of which are important factors for job seekers.
These job seekers are spending more time than ever before researching companies; 60 percent say their research influences their decisions. What they’d like to see posted is:
- What is the company looking for in an employee?
- What’s my chance for growth within the company?
- Does the company promote a healthy work-life balance?
- Is there an extensive overview of the department I’d wind up working within?
- Does the company introduce their leadership team?
- Are their photos/videos of the office?
Recruiters who post such items are most likely to attract discerning and serious candidates. (Read more about how to boost your employment branding on your website.)
Where Seekers See Recruitment Information Matters
iCIMS recommends that HR departments set their marketing campaigns to be viewable on a variety of devices, not just desktop and laptops. In fact, according to their research, 72 perent of job seekers have researched a company on a mobile device; 40 percent have actually applied for a job that way. However, just 60 percent of companies are optimized for a mobile search and half do not provide a way to apply for a job via a mobile device.
Social media is key as well. Most job seekers utilize social media and 94 percent are likely to apply for a job if the company manages their brand actively via social media platforms.
Company Culture, Growth, Perks, and Benefits are Crucial for Marketing
Information about the job itself is important, but job candidates want to know more about the company branding. Seventy-seven percent of those looking for a new job feel that companies with a strong reputation have an edge over competitors, according to the iCIMS study. HR pros agree – 90 percent believe that having a strong employment brand is more important today than it was just five years ago.
HR pros can best market their brand by sharing new job openings regularly and immediately upon availability, promoting company culture, holding in-person events, and using marketing tactics like search engine marketing, online recruitment advertising, sending emails to prospects, and posting videos on career websites,
Pooling Talent from Marketing Endeavors
Once an HR representative markets, talent will flow in. This doesn’t necessarily mean there’s a job available for them immediately. HR pros can pool the talent by keeping the most worthy candidates on file if and when an opportunity presents itself.
The iCIMS study reveals that 64 percent of HR pros use talent pipelines to fill future positions and they send emails to engage passive candidates for potential recruitment in the days or months to come. Approximately 75 percent of job seekers feel that pooling talent is a plus, and they’d enjoygetting job alerts and announcements to help them keep abreast of openings.
Is Recruitment Marketing Worthwhile?
As per the report, 84 percent of employers find recruitment marketing to be a worthwhile investment, and 76 percent of HR pros agree that their company had a strong ROI from using recruitment marketing automation tools (CRM) to find new employees.
The biggest thing holding back HR pros are budget constraints, followed by inadequate technology, lack of understanding of the tools, and poor company and marketing support. In fact, 65 percent of HR pros feel that having a dedicated recruitment marketing specialist would help better their hiring practices.
Is your company making the most of recruitment marketing? As this report shows, it can make a positive difference in hiring practices and candidate selection. Get your HR team on board for the latest move in hiring.