Trending Marketing Strategies in the Talent Acquisition Process

Recruitment Marketing
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Previously, we have talked about the importance of building your company’s reputation, defining your values and mission, and how it reflects positively on your hiring metrics. Yet, making candidates aware of your employer branding (EB) is just the beginning of the long journey down the talent acquisition rabbit hole.

Sure enough, your EB can give you enough reasons to stand out among the rest, but in recruitment it is not just who you are or what you have, it is how you use it. This is where your recruitment marketing (RM) strategies come into play.

“If You Got It, Flaunt It”

In order to understand how your EB can facilitate the recruitment process and attract the right talent to your company, recognizing the difference between EB and RM is one of the essentials. Let’s say your company has a good reputation, great employees that identify with your work culture, offers great service, but when the need to hire a new team member arises, nothing. Perhaps you will get some referrals, maybe a lucky shot with one of your executive’s relatives, but in the end finding that new hire only becomes a massive headache for your HR team. Why? Simple, you are probably not promoting yourself the right way.

Recruitment marketing aims to showcase your company and apply the right strategies to build the perfect talent pool for you, from which you can screen and search for the qualified prospect that you want and need. It’s all about being precise and delivering the right message, at the right time, to the right people.

Lure Them in or Hunt Them Down?

In order to find prospect candidates you need to make them notice you. This is where marketing methods shape the preliminary stage of acquiring talent. When it comes to creating awareness of your recruitment process, there are two trends used to identify true prospects and turn them into candidates: Inbound and outbound recruiting.

Inbound marketing strategies have gained popularity in the recruitment process as a solution to the current talent scarcity in the market. This method is based on attracting talent even before leading them to an application process, by building a talent pool that identifies with your company’s culture and EB. In turn, this talent pool makes up for a network of skilled professionals that grows continually and makes the process of filling open positions a matter of choosing the best match for your candidate persona much faster and easier.

You can start building this pool from the data obtained on your own career sites, improving your company’s visibility online using SEO, your social media, or even producing content that attracts the type of candidates you want in your team ─whether they are actively looking for the next of opportunity or being passive spectators of what you post online.

Yet, using an outbound strategy or a more traditional approach of sourcing prospects is not obsolete. Think of cold calling, advertising, billboards, video ads, e-shots or even unsolicited emails. Reaching out to find the best candidate has become more challenging with time, which has resulted in recruiters having to “fish” for prospects to fill their job openings. An example of this being high-skill specific jobs that require a personalized talent acquisition process targeted to desirable professionals that need to be engaged proactively.

One, the other, or both?

In the end, there is not a one-size-fits-all solution for effective recruiting. Although inbound recruiting has become a strong trend in talent acquisition, it should not pose like the only option for recruiters. Both inbound and outbound strategies should be used as complementary methods which generate a constant recruiting demand by sparking your prospects’ interest in your company’s EB, and continuously sourcing your talent pool with skilled candidates who could potentially become part of your team.

Grace Cattini
Online Copy & Content Writer