Where recruiting meets marketing
The story of talent acquisition over the past few years has centered on new ways to solve an age-old problem. Companies need to find the best possible candidates and out-compete their rivals. The ways they go about this process have changed and evolved.
You've probably seen a number of new trends rising, with unemployment rates falling and candidates with rare skills encountering high demand. Your success or failure as a hiring professional in the years directly ahead may revolve around your ability to bring outside practices into the recruitment process. Competitors will certainly be evolving, so it's up to you to keep pace.
Recruitment marketing's rise
If you're still posting job ads on their own, with no added flash or promotion, you are behind the curve. In an interview with the Society for Human Resource Management, SmashFly founder and CEO Mike Hennessey explained that recruitment marketing has gone from its trendy beginnings as a buzzword to its current status as a core competency
among companies that want to bring in top talent. Recruiters are exploiting more channels than ever to publicize open positions, as well as their organizations in general.
While recruitment marketing is similar to other promotional tactics, it is not run by the marketing department. Hennessy specified that the related practices are the domain of several different departments. Branding and recruitment experts will work hand in hand to ensure the organization projects a strong identity to potential top candidates.
Communication is the name of the game in recruitment marketing. Hennessey tied the expansion of recruitment marketing to an explosion in the number of channels through which companies speak with potential applicants. While job boards are still valuable places to post ads, they are not the only place to explore, nor have they been for many years. Some of the most valuable elements of recruitment marketing may not be linked to specific jobs at all. When organizations improve their images, it can also lead indirectly to attracting better candidate pools.
Prioritize spending and focus
As with any marketing strategy, promoting a company's job offerings is best served with well-targeted spending rather than a blind distribution of dollars and hours. In an interview with Recruiting Trends, iCIMS Chief Economist Josh Wright noted that companies may be misapplying their spending
when it comes to which job openings they promote.
Wright gave the example of white-collar jobs compared to blue-collar jobs. White-collar positions attract far more applicants, meaning companies may have acceptable talent pools already. Perhaps moving some funds to market blue-collar positions will give businesses the edge they need when making hiring decisions.
However you choose to promote your organization as a top talent destination, the effort will likely be worth it. As recruitment marketing expands, you may find competitors already busily highlighting the best elements of their companies for the benefit of highly skilled applicants. To win the attention of these in-demand professionals, you'll have to step up and make the case for your job offerings.