Engage Passive Candidates: The Three Rules of Recruitment Marketing

Longer job vacancies and slower time-to-fill can derail an organization’s ability to reach business goals, making it imperative to have a robust talent pipeline at the ready to stay well connected to high-quality candidates. Technology, such as a recruitment marketing automation tool, mobile-optimized career sites, and a social media presence, can streamline processes and provide you with pools of warm talent from which to source when your organization is ready.

Three Main Components of Recruitment Marketing

In many ways, recruitment marketing is simply getting in front of the right people, at the right place, at the right time, with the right information. But most importantly, it’s about developing and driving an employment brand so organizations can attract and hire the best and the brightest. There are three crucial tenets of recruitment marketing: consistency, relevance, and authenticity.

  1. Create a Consistent Experience

When establishing a strong employment brand, a focused message that is true to your company’s core mission and values is key. Regardless of the methods of communication, it is important to keep a consistent brand across all channels—from career sites, social media sites, and job listings, to screening and interview questions. Each touch point with candidates is a valuable chance to make an impression with your brand.

As candidates turn to social media more to look for jobs—increasingly so from their mobile devices—it continues to be an important channel for attracting passive candidates. Employers should also have a content-rich presence on social media, in order to reach savvy job seekers and on-the-go-candidates. Statistics show that 88% of job seekers are using at least one form of social media, while 70% of companies have made at least one hire through social media.

  1. Deploy Relevant Content

Engaging with candidates regularly is a vital aspect of recruitment marketing, but what you are communicating is just as important. When it comes to communications directly to candidates, develop tailored messages that speak to their interests based on location, industry, job level, etc. Be clear about what sets your company apart from other employers.

Leverage technology to create talent pools for sourcing candidates to automate this process. Engage and nurture passive candidates who may not yet be ready to apply for a job, but are interested in the company’s employment brand. This not only provides access to a warm pipeline of talent, it also creates a positive image of your company, and keeps your brand top of mind when a candidate begins to shift from being a passive candidate, to one that is ready to take action and apply.

  1. Make It Authentic

Generic descriptions and stock photos are a common practice for career websites, but the lack of your company’s true culture can be damaging. Savvy job seekers want to know what it’s like to work for you, what the office environment is, and who their potential coworkers are before they decide whether to apply for a job. The more realistic, the better.

Through their individual, real-life stories, current employees can support your company’s value proposition and key messages. Leverage those workplace stories and bring them to life. Story-telling, video, and images can be used to craft recruitment marketing campaigns tailored to showcase what you have to offer and convince passive candidates that your organization is one for which they want to work.

Get Started

Job seeking behavior has forever changed, making the old tools and the status quo irrelevant in today’s new era of job seeking and recruiting. Achieving your recruiting goals requires a strategic recruitment marketing plan. The talent is out there— you just need to have to right tools and strategies to find them and keep them connected until you are ready to hire and they are ready to make the leap.

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