Home Insights & Advice How to build a proper recruitment marketing campaign?

How to build a proper recruitment marketing campaign?

by John Saunders
11th May 22 3:37 pm

Marketing and recruitment goes hand-in-hand. The right recruitment marketing strategy can do wonders for your business significantly while scaling up. This article teaches how to build a proper recruitment marketing campaign in just five simple steps.

The primary goal is to source and hire the best possible candidate for their clients. But it can not be done effectively without bringing yourself into the market. Whether it is marketing your recruitment brand to attract prospective clients and candidates, or marketing the open job position, building a proper strategy will help.

In today’s candidate-driven marketplace, you can not hang posters everywhere and think that candidates themselves will come to you. To attract top-notch applicants, you need to be creative and vigilant.

What is a recruitment campaign?

A recruitment campaign is a strategy used by businesses to encourage active and passive candidates to join a cause or simply a marketing technique to attract qualified candidates to apply for the open position.

As a recruiter, you are accountable for developing innovative ideas to make the campaign successful.

Here are five interesting statistics about recruitment marketing:

  1. Only 46% of recruiters see their job from a marketing perspective and those who do experience a significant impact in their business.
  2. 75% of hired professionals are passive candidates, making recruitment marketing even more important.
  3. The fact that- One in every ten hires comes from social media- explains the need to maintain a solid online presence of your agency.
  4. Using employees’ testimonials, reviews, etc. for recruitment marketing is three times more effective than headhunting by an employer
  5. 78% of recruitment marketers have experienced significant growth after incorporating video content, especially after the pandemic.

Nine key benefits of building a recruitment marketing campaign

  1. Your recruitment brand will gain more credibility and authority in the market.
  2. You will receive more applications, and hence there are more chances of finding the right candidate to meet the client’s requirement.
  3. You can choose your target audience. It will reduce the time and cost-per-hire.
  4. By using data and metrics, you can find the loopholes in your recruitment campaign strategy and adjust accordingly for better outcomes.
  5. It helps build a diverse talent pool.
  6. You can grow your network globally by strengthening your online presence.
  7. Recruitment marketing is cost-effective if the right strategies are applied.
  8. Strategic alignment: Due to the strategic implementation of a marketing campaign, there is an increased focus on other domains like brand personas, candidate experience, etc. There is a constant urge among employees to do their best. Therefore, improving the overall productivity of the agency.
  9. It improves the quality of candidates who eventually turn out to be great employees and contribute to the company’s success.

Five steps to build a successful recruitment marketing campaign

Use the following five steps to ace the recruitment marketing:

1. Establish your marketing objectives

The foremost step is to decide what you are trying to achieve from this recruitment marketing campaign. Deciding your objectives will help you plan the other stages more effectively.

Start with jotting down your marketing-related challenges. For example, do you want to increase the number of applicants? Or increase your network? Discuss the challenges with your team and then sit for creating solutions and objectives. This can act as a great team-building exercise as well.

A few common recruitment campaign objectives are:

  • Building a strong employer brand
  • Boosting the talent pipeline with candidates from different niches and industries
  • Increasing the number of applicants for a particular type of job
  • Build a positive image of your company in the marketplace. Shift how your clients and candidates perceive you as an employer
  • Driving traffic to a new career site
  • Expansion of your network
  • Keeping the candidates in your ATS engaged, etc.

Come up with your objective based on your client’s requirements. Figure out how you can move forward with these objectives as the key purpose of the hiring process. Set a realistic goal to get started.

2. Define your target audience

Once you have the list of goals and objectives for your recruitment marketing campaign, you will get a picture of what kind of candidate your client is looking for. Develop your candidate persona around these questions:

  • What qualities must your ideal candidate possess?
  • Where can you find such candidates?
  • What will their work-life balance look like?
  • How can you ask them to change their current job role? etc.

These questions will give you an idea of the content creation strategies, how and where to publish your campaign, and what to set your targeting criteria if paid ads are part of your marketing campaign.

Now, draft a recruitment message that highlights all the relevant points of your candidate persona. Put yourself in the candidate’s shoes. Why would you want to apply to your company? What makes you different from your competitors?

The drafted message should convey your client’s needs. Providing accurate compensation, opportunities, etc., will help cater to the attention of your target audience.

3. Pick the right platform

Once you have your agenda ready, you must know how and where you will send your recruitment campaign. Here are a few ways to reach out to your target audience:

  • Recruiting Website: An SEO-optimised website is one of the most significant assets for a recruitment agency. Using proper SEO and regularly updating your career site will help you reach a wider audience.
  • Social Media: Platforms like Instagram, Reddit, Twitter, Facebook, LinkedIn, etc., are great ways to let the candidate know about the open position. Creating good content for these platforms and engaging with your followers will help you convert them into an applicant for the open role.
  • Email Marketing: You can connect with the candidates in your contact list through emails. It is the best platform for professional use. However, make sure you are using an email verifier to verify the email addresses before launching a campaign.
  • Job boards: Job boards are the best source for attracting active candidates. You can expect some great results by posting a perfect job description and responding quickly to the applicants.

Once you have deduced the right platform for your recruitment campaign, you can utilise your Applicant Tracking System to manage your campaign effectively. Additionally, using the paid advertisement option can help you stand out among millions of job posts listed on these channels.

4. Be creative with your content

The type of content that recruiters can strengthen their online presence can vary from blog posts to YouTube videos. Any content that conveys your message to your target audience clearly and urges them to come again on the site is good.

There are endless possibilities for creating creative and impactful content for your marketing campaign. Some examples are:

  • Most of the agencies write unique blog posts with many infographics, memes, etc., to keep the audience engaged.
  • Companies like Amazon utilised the dating app tinder to market their recruitment campaign.
  • Adding gamification like interesting puzzles in your application can add fun to your campaign.
  • Companies like google created billboards with mathematical problems as their campaign strategy.
  • Making video content is in trend nowadays to show off the company’s work culture. You can include your employees in the video and interview them to share their experience working in the company. This will help you build trust among candidates.

5. Plan and implement your campaign journey

At last, you must know where to direct your target audience too. Your candidate must know the next step. Where to find you? How can they contact you? If you don’t include a specific link, all your efforts will be in vain.

Based on your objective, here are some places you might want to direct your audience to:

  • For boosting talent pipeline: Direct them to your website landing page or other tools like the LinkedIn pipeline builder tool
  • For employer branding awareness: Your updated career site can be the best source of information. Also, adding your social media profile links will help.
  • To increase applicants for the open job position, send them to your job description site with proper “apply” details and functions.

Bonus: measure the results

After all these efforts, it’s time to measure the results. Analyse your recruitment marketing campaign’s performance to understand where you could have improved your budget, timeline, etc.

Check how many leads you converted into an applicant, how many people visited your career site, etc., and compare your previous campaign results. Did you improve this time? If yes, what more can be incorporated into the campaign the next time? If no, then evaluate where you went wrong. You may need to change your recruitment work model.

Remember, recruitment marketing doesn’t mean falsification of your image in the marketplace to attract candidates. You must be creative with the marketing ideas but remain authentic with your brand’s mission and values.

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