Attract, nurture and convert high-quality talent with less manual effort

Recruitment marketing is the process of creating and communicating an employer brand and Employee Value Proposition (EVP) to attract and hire top talent. Marketing best practices attract jobseekers to a careers website, establish quality relationships and convert them into applicants. Common strategic approaches include:

• Content marketing
• Candidate nurturing
• Email marketing, social media and advertising
• Search engine optimisationoptimization (SEO)

There are many similarities between marketing and recruitment. Both are focused on creating brand awareness and progressing people down the funnel to a desired outcome. From awareness through to interest, desire and action, recruitment marketing engages jobseekers with content and nurtures them until the time is right.

Recruitment marketing ensures your employer brand is attractive to the active jobseekers and passive candidates your business needs. The best recruiters are moving away from reactively filling roles to proactively bring in great people ahead of their competitors. Recruitment marketing technology helps teams build and maintain sustainable talent pipelines by automatically attracting, nurturing and converting talent.

Here are five steps to follow as you plan to implement recruitment marketing:

1. Identify which positions are critical to success (today and for the future)
2. Focus on the right talent segments
3. Build a cross-company working group
4. Conduct market research
5. Shift from reactive to proactive recruitment using RPA (recruitment process automation)

RPA stands for Recruitment Process Automation: the practice of streamlining recruitment processes using technology to automate repetitive manual tasks within the hiring process.

Traditional recruitment deals with sorting, screening and interviewing applicants for a particular role. Modern recruitment marketing focuses on the step before: attracting the best applicants to express their interest or apply to work at an organisationorganization.

Recruitment marketing follows the same principles as consumer brand marketing by generating ‘leads’ or qualified candidates at the top of the funnel. Candidates progress further down the funnel with high-touch nurturing using candidate relationship management (CRM) software. Once a candidate applies for a position, an applicant tracking system (ATS) captures and stores their information.

Prefer something visual? Explore our infographic to follow the recruitment marketing journey.

A compelling call to action (CTA) is crucial to inspire jobseekers to hit the ‘apply’ button. CTAs in job ads often take the form of a one-liner that convinces candidates to take the next step. Some examples include:

• Apply now to join our industry-leading team
• Interested in adding to our culture? Apply today!
• Get onboard with the fastest-growing company in the industry.
• Apply below to take control of your career.

Recruitment marketing software works at the pre-apply or ‘attraction’ stage, whereas an ATS collects and stores applicant details in a database after a candidate applies. PageUp Recruitment Marketing is a standalone application that can seamlessly plug into your existing ATS.

To get you started on your recruitment marketing journey, we’ve created a step-by-step guide: What is recruitment marketing and how will it help me?