Joanna KeelJune 27, 2024
Topics: Candidate Experience

Essential Recruitment Marketing Strategies Every HR Professional Should Know

Recruiting top talent has changed a lot over the past decade. The days of just posting a job ad and hoping for the best are long gone.

Thanks to technology, recruitment marketing is completely different now. TA teams are using AI, automation, and other advanced tools to find the right candidates faster — but even with all the available technology, it's not enough. If you really want to connect with candidates, you need to think like a marketer.

Marketers know how to engage people and get them to take action, and recruiters can greatly benefit by taking a few ideas out of the marketing playbook. To attract and engage top talent, recruiters need to start using recruitment marketing strategies to amplify their effectiveness. In this blog, we’ll cover the top recruitment marketing strategies that will transform your team into recruiting powerhouses, improving hiring in your organization. 

In This Article

    The Importance of an Effective Recruitment Marketing Strategy 

    Having a solid recruitment marketing strategy is important because it can help your organization stand out and attract the best talent in a crowded job market. By using marketing tactics, recruiters can build a strong employer brand, provide a great candidate experience, and reach a larger pool of qualified candidates. This means positions get filled faster, and the new hires better fit the company’s culture and values, leading to long-term success and growth.

    Why Recruitment Marketing Matters

    Without a solid recruitment marketing strategy, your organization risks blending into the background surrounded by your competition. This makes it challenging to attract, engage, and convert the best talent, especially for hard-to-fill roles. Leveraging marketing tactics means your teams can take a more proactive approach to engaging talent while keeping your company top of mind throughout the hiring process. 

    Investing in effective recruitment marketing strategies offers great benefits for both candidates and organizations.

    For candidates, it means a smooth and personalized experience every step of the way in their journey. From researching your company and finding a job to scheduling interviews and getting job offers, everything is consistent and hassle-free.

    For organizations, AI-powered tools can boost productivity, cutting down on manual tasks and eliminating the need to juggle multiple systems. Plus, it's more cost-effective. Instead of buying separate recruitment marketing tools, you can get everything in one streamlined platform, saving you time and money.

    How it improves the hiring process

    Recruitment marketing improves the hiring process by attracting top-notch candidates and creating a smoother, more engaging experience. 

    It also helps you reach a wider audience by using various channels and tools, so your job openings get seen by more people. This expanded reach allows for more opportunities to capture interest from potential candidates, increasing your pool of qualified candidates while requiring minimal additional output. 

    Plus, by incorporating recruitment marketing strategies into your hiring process, you ensure candidates receive consistent and personalized communication throughout the process. This leaves potential new hires feeling more engaged and informed, which makes them more likely to accept job offers if you extend one in the future.

    For example, when 90% of SASR’s talent database was inactive, they optimized candidate communication, improved employer brand recognition, and streamlined the recruitment process using automation. These optimizations helped them achieve a 50% increase in recruitable candidates which resulted in time savings and productivity. 

    Find out how you can leverage similar techniques to achieve impressive results by downloading our Definitive Guide to Recruitment Marketing

    Recruitment Marketing Strategies vs. Traditional Recruiting Methods

    Recruitment marketing has transformed the hiring landscape, offering a fresh approach compared to traditional recruiting methods. Here’s how it’s different:

    • Proactive vs. Reactive: Traditional recruiting is reactive, filling positions as they open, while recruitment marketing is proactive, building strong relationships with candidates before roles become available.

    • Marketing Techniques: Recruitment marketing uses strategies like content marketing, social media, email campaigns, and SEO to attract candidates while traditional recruiting relies on job postings and agencies to market open roles.

    • Employer Branding: Recruitment marketing focuses on creating and promoting a compelling employer brand by showcasing your company’s culture, values, and perks, unlike traditional methods that prioritize quick position filling.

    • Candidate Experience: Recruitment marketing ensures a great candidate experience with personalized communication and a smooth process, unlike traditional recruiting, which can leave candidates feeling less engaged.

    • Tech Integration: Modern recruitment marketing uses technologies like AI, automation, and analytics to streamline hiring, target best-fit candidates, personalize communication, and measure effectiveness. Conversely, traditional methods often lack such extensive tech integration, making it more difficult to identify successful processes that can be replicated or refined in the future. 

    • Long-term Relationships: Recruitment marketing builds long-term candidate relationships and talent pools whereas transactional traditional recruiting focuses on immediate needs and short-term priorities.

    Core Components of Successful Recruitment Marketing Strategies

    Successful recruitment marketing strategies have a few key elements. First, there's strong employer branding, showing off what makes your organization stand out from your competitors. Then, you've got targeted candidate personas, so you know who you're looking for. You spread the word through different channels like social media and job boards, creating engaging content along the way. Data helps you track what's working and what's not, while making sure candidates have a great experience. And finally, add technology integration into the mix so that you can streamline everything.

    Understand Your Target Audience

    Identifying your target audience and crafting personas is fundamental in recruitment marketing. Personas represent your ideal candidates, allowing you to tailor messaging to attract them to your employer brand effectively. Creating personas for each ideal job applicant helps customize your approach, recognizing that the characteristics sought in an engineering candidate for a tech company may differ significantly from those desired in a marketing role.

    Create Candidate Personas

    When crafting personas for your recruitment strategy, you'll dive into details like demographics, behavior, psychographics, and geographics. This means understanding what makes your ideal candidates tick—who they are, where they hang out online, what they believe in, and even where they prefer to work. It's like creating a character in a story, but this one helps you find the perfect fit for your team.

    Research Candidate Behavior and Preference

    Candidate personas provide detailed insights into the characteristics, preferences, and motivations of ideal job candidates, helping recruiters tailor their recruitment efforts to attract and engage top talent. 

    Candidate personas contribute to an improved candidate experience by enabling organizations to tailor their communication and engagement strategies to the specific needs and preferences of different candidate segments. By providing a more personalized and relevant experience, organizations can enhance candidate satisfaction and increase the likelihood of attracting top talent.

    By leveraging global campaigns targeting diverse audiences and skill sets, Ciena is surpassing hiring goals and accelerating candidate connections.

    Revamp Your Employer Branding

    In today's competitive job market, where candidates have more options than ever before, standing out as an employer of choice is essential. That’s why crafting and promoting a compelling employer brand that reflects the company's culture, values, and perks is essential. 

    When organizations communicate authentically and resonate with the aspirations of potential candidates, they strengthen their employer brand. They become more than just another company; they become a magnet for top talent who are drawn to the company's culture, values, and vision for the future.

    Real-World Example: Brother International Corporation

    Brother International Corporation, a leading consumer electronics company, recognized the importance of its employer brand and underwent a rebrand aimed at educating candidates on its unique employee value proposition and mission to showcase their employer brand and engage passive leads. Leveraging AI recruiting tools Brother achieved:

    •  140% increase in completed applications

    • 45% increase in total page views

    • 40% increase in job seekers

    • 15% increase in returning job seekers

    • 25% decrease in time to fill

    Read their full success story here

    Content Marketing for Recruitment

    Think of content marketing for recruitment like storytelling to attract talent. It's all about creating engaging and informative content —like blogs, videos, or social media posts — that gives job seekers a look behind the scenes of your company. It's not just about posting job listings; it's about showcasing your culture, values, and what makes your workplace special.

    Types of Content to Attract Top Talent

    It’s all about creating diverse and engaging content. Here are a couple of ways to authentically communicate your employer brand through digital content marketing: 

    • Company Culture Videos: Showcasing day-in-the-life videos, office tours, team interviews, and employee testimonials to give candidates a feel for your workplace environment.

    • Employee Spotlights: Highlighting standout employees or teams to showcase their achievements, projects, and contributions to the company.

    • Blog Posts: Publishing articles or blog posts that share insights into industry trends, company news, employee stories, career advice, and tips for professional growth.

    • Social Media Posts: Sharing behind-the-scenes glimpses, employee takeovers, company events, and culture-focused content on platforms like LinkedIn, Instagram, and Twitter.

    Selecting Your Marketing Channel

    When deciding on marketing channels, consider where your target personas go online for job-related information, accounting for potential generational differences. By determining which platforms your target audience spends the most time on, you can select the top priorities to focus on first, understanding you can add other platforms as time goes on to broaden your reach. Regardless of where you focus your efforts, each approach offers unique opportunities to engage with diverse talent and build your company's reputation as an employer of choice.

    For example, Land O’Lakes was faced with an immediate talent need, they swiftly took to campaigns to get critical jobs filled fast, filling 75% of open positions filled from the campaign alone.

    Although these types of results may not be what you experience, this example highlights the importance of getting to know your audience and where they prefer to spend their time searching for new positions. That clarity ensures you can make the most of your efforts, meeting candidates where they are. 

    Job Advertisements

    Crafting compelling job descriptions is a crucial component of any recruitment marketing strategy since a well-written job description acts as a magnet for top talent by clearly outlining the role's responsibilities, qualifications, and benefits. It helps candidates understand what the position entails and why they should apply, enticing them to consider joining your organization. 

    Generative AI, like  Phenom X+, can write contextually relevant job descriptions based on role requirements, past ideal candidates, and current high-performing employees, saving recruiters precious time and effort while providing candidates with accurate information about the role. 

    Optimizing job postings for search engines (SEO tips)

    By optimizing your job postings for SEO, you increase visibility, attract more qualified candidates, and fill positions faster. SEO is a key part of effective recruitment marketing initiatives.

    Here are some tips to optimize your job postings for SEO:

    1. Use Relevant Keywords: Incorporate specific job titles, skills, and industry terms that candidates are likely to search for.

    2. Clear Titles: Ensure your job title is concise and accurately reflects the position.

    3. Include Location: Add city, state, and remote work options to appear in localized searches.

    4. Detailed Descriptions: Write clear job descriptions with naturally integrated keywords.

    Related Resource: 7 Excellent Examples of Recruitment Marketing

    Proven Recruitment Marketing Strategies

    Unlocking successful recruitment marketing strategies can transform your hiring process. The right mix of strategies will help maximize your brand exposure, increase traffic to your job roles, and build a diverse pool of talent. Let’s take a look at some of the best recruitment marketing strategies to kickstart your transition from traditional recruiting methods.

    Leveraging Social Media for Recruitment

    Think of social media as your recruitment goldmine. With platforms like LinkedIn, Facebook, Instagram, and Twitter at your disposal, you can reach a diverse pool of potential candidates. LinkedIn is your go-to for professional networking and job postings, tapping into an audience that’s already primed to keep an eye out for new opportunities. Facebook and Instagram, on the other hand, are fantastic for showcasing your company culture and engaging a wider audience while Twitter is great for real-time updates and direct interactions with candidates.

    To really stand out on social media, your content needs to be engaging and relevant. Share behind-the-scenes peeks at your company, employee testimonials, and day-in-the-life stories to highlight what makes your organization different. Make sure you use eye-catching visuals and videos to grab job seeker's attention since you’re competing for their attention in these social environments. 

    When it comes to ads, make sure you’re targeting specific demographics and interests to reach the right audience — always include strong calls to action, encouraging candidates to learn more or apply directly.

    Email Marketing Campaigns for Recruitment

    When done right, email marketing can be a powerhouse for recruitment. Start by segmenting your email lists to send personalized messages to different candidate groups, delivering customized outreach that resonates with their specific pain points. Create compelling subject lines to boost open rates and pack your emails with valuable content like company news, job openings, and career advice.  Each email should have a clear call to action, guiding recipients to take the next step. 

    Pro Tip: leveraging tools like Phenom X+ can help you write compelling emails that boost open rates by 20%.

    Don’t forget to keep an eye on metrics like open rates, click-through rates, and conversion rates to see how well your email campaigns are doing. We also recommend performing an A/B test on different subject lines and content to find out what resonates best with your audience. Use these insights to continuously refine your strategies and improve engagement.

    Optimizing Your Career Site

    Your career site is often the first impression potential candidates get of your company — make sure it’s user-friendly, mobile-optimized, and visually appealing. It should highlight your company culture, values, and benefits, ensuring potential candidates get a clear insight into what it would be like to work for you. Overall, it should be easy for candidates to find job openings and apply using a clear navigation menu and a simple application process too. 

    Not sure how your career site is performing? Request a custom audit to evaluate your ability to attract, engage, and convert talent. 

    Employee Advocacy Programs

    Your employees can be your best brand ambassadors. Encourage them to share job openings on their personal social media profiles and networks to spread the word about your organization authentically. This not only extends your reach but also adds credibility to your employer brand.

    Creating shareable content and incentives for employees: One thing to keep in mind is that requesting employee testimonials should be followed up with guidelines and recommendations to ensure you get shareable content and incentivize employees to participate. Give your employees ready-to-share content, like job descriptions, company news, and success stories to make it easy for them to say ‘yes.’ 

    Tools and Technologies for Recruitment Marketing

    Exploring effective recruitment marketing tools is essential for refining your hiring strategies. Platforms offering streamlined candidate management, task automation, and insightful analytics can greatly enhance your recruiting efforts. By monitoring key metrics and leveraging advanced analytics tools, you can attract top talent aligned with your organization's value. Let’s dive into each of these areas in further detail so you know exactly what to look for. 

    Recruitment Marketing Platforms

    There are tons of great platforms out there that can boost your recruitment marketing game. 

    When you're picking a recruitment marketing platform, keep an eye out for features like Talent Candidate Relationship Management (CRM) systems, automation capabilities, and analytics and reporting tools.  For example, Phenom Recruiter Experience offers an all-in-one solution for managing candidate relationships, automating your marketing tasks, and analyzing recruitment data. 

    Regardless of your choice, ensure your tool integrates well with your existing HR systems and has a user-friendly interface.

    Analytics and Tracking

    To see how well your recruitment marketing campaigns are performing, track key metrics like the number of applications received, time-to-fill, cost-per-hire, and the quality of candidates. Engagement metrics, such as social media interactions and email open rates, are also important to monitor.

    Leveraging tools such as Phenom AI Insights can deliver actionable insights to help recruiters discover and rediscover best-fit candidates and fill critical roles, faster.

    By embracing modern recruitment marketing strategies, you can transform your hiring process and attract top talent that fits your company perfectly. With the right tools and techniques, you'll not only fill positions faster but also build a team that’s truly aligned with your values and vision.

    Frequently Asked Questions 

    Recruitment marketing combines marketing strategies with talent acquisition to engage and attract the best candidates. Below are answers to some of the most commonly asked questions to help you understand and implement effective recruitment marketing tactics.

    What is the difference between recruitment marketing and employer branding?

    Recruitment marketing and employer branding are both crucial parts of a solid talent acquisition strategy, but they each have their unique purpose and focus on different aspects of the hiring process. 

    Recruitment marketing is all about using marketing techniques to draw potential candidates to a company's open positions. The aim here is to attract a large and qualified pool of applicants.

    Employer branding, on the other hand, is about shaping and maintaining the company's image as a great place to work. It’s focused on the company’s reputation as an employer, which can influence whether candidates decide to apply for jobs, accept job offers, and stick around for the long haul.

    How can small businesses implement effective recruitment marketing campaigns?

    Small businesses can attract top talent with the following strategies:

    • Define Your Brand: Highlight your culture, values, and perks

    • Write Engaging Job Descriptions: Make listings exciting and informative

    • Use Social Media: Share job openings and employee stories

    • Leverage Employee Networks: Encourage referrals from current employees

    • Optimize Your Careers Page: Ensure it's user-friendly and detailed

    • Content Marketing: Create blogs and videos showcasing your company

    • Email Campaigns: Send newsletters or 1:1 messages with job updates

    What are the best tools for tracking recruitment marketing success?

    Recruitment marketing platforms, like Phenom’s Intelligent Talent Experience, offer comprehensive tools to manage and measure your recruitment marketing efforts. With a holistic solution, you can track candidate engagement and pipeline metrics in one platform, giving you a long-term view of your success and interactions with candidates.

    Accelerate Your Recruitment Marketing Strategy with Phenom

    Recruiting top talent has evolved significantly over the past decade. Gone are the days of simply posting job ads and hoping for the best. With the advent of technology, recruitment marketing has become a game-changer. Talent acquisition teams can now utilize AI, automation, and other advanced tools to identify and engage the right candidates swiftly. However, technology alone isn't enough. 

    To truly connect with potential hires, recruiters must think like marketers, leveraging engagement strategies to attract and retain top talent. By adopting these recruitment marketing tactics, you can enhance your hiring process, build a stronger team, and shift from advisors to strategists.

    Discover the power of Phenom Recruiter Experience. Get a personalized demo to find out how you can improve recruitment marketing with Phenom.

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