Recruitment Marketing

Posting a job on a job board is no longer an effective strategy for companies to find qualified applicants. The recruiting atmosphere is saturated with various channels and voices, so it can be difficult to stand out without a viable strategy.

Here, we’ll explore how recruitment marketing works, why it’s important, and how specialized software can help with the process.

What is recruitment marketing?


Recruitment marketing encompasses the strategies and tactics an organization uses to:

  • Attract talent
  • Engage talent
  • Nurture talent

so that they may eventually apply for a job. Recruiters accomplish this through the generation of job postings, but also engagement on traditional marketing channels like social media, email, and published content.

Like customer-facing inbound marketing strategies, recruitment marketing involves a series of stages that exemplify a candidate’s journey before they apply. Although there are variations to how these stages are represented, they can generally be categorized as “attracting” candidates and “nurturing” candidates.

These are the stages by which a passive candidate is converted into a lead and then a viable candidate. These stages are followed by the recruitment process, which involves:

  • Job application,
  • Selecting promising candidates,
  • Hiring

Why is recruitment marketing important?


Acquiring great talent gives businesses a competitive advantage in the marketplace, and it is the people within a company who drive its strategic direction in the long-term.

Unfortunately, it is becoming more difficult for companies to find qualified candidates through traditional job postings alone. This has encouraged many companies to engage job candidates the same way they engage customers: on their preferred channels with a cohesive branding and outreach strategy.

Job candidates have also become more sophisticated in their career searches. They have more information available to them than ever before, including insider reviews of a company’s culture, benefits, and day-to-day work experience. This has made candidates more discerning and selective in their job searches, making it more difficult to encourage qualified candidates to apply.

Recruitment marketing works to solve these problems through:

  • Promotion
  • Strategic branding
  • High-touch experiences
  • Real-time responses
  • Easy interactions

The recruitment marketing process


Although the recruitment marketing process generally encompasses two categories, “attracting” and “nurturing,” the candidate’s journey can be broken into more stages. These can be categorized as followed:

  •     Awareness
  •     Attraction
  •     Interest
  •     Application

Some strategists even expand upon this model, including elements like “retargeting” and “direct sourcing.”

The awareness stage refers to when a candidate first becomes aware of a company and its job listing. They may have:

  • Browsed an ad
  • Visited the company’s website
  • Visited the company’s social media page

During the attraction phase, the candidate may:

  • Visit a branded career site
  • View a job listing
  • Follow the company’s page on social media

During the interest stage, the candidate has actively engaged with the brand, perhaps by filling out a form, clicking a link in a recruiting email, requesting more information, or asking a question.

With the right engagement, this may lead to the application phase, in which the candidate submits a formal employment application.

What is recruitment marketing software?


Recruitment marketing software is a software application that helps companies attract talented candidates to apply for open positions. The software enables recruiters to apply marketing strategies like:

  • Digital advertising
  • Organic social media engagement
  • Website marketing

This is generally accomplished through a user interface like a dashboard, which grants access to various marketing tools, including analytics.

Many recruitment marketing solutions integrate seamlessly with other HR software, including an ATS, an HCM, or a candidate relationship management (CRM) solution. They may also include features like text recruiting, automated workflows, and AI-enabled candidate search tools.

Where does recruitment marketing software fit into the recruiting process?


Companies typically utilize recruitment marketing software at the top of the recruitment funnel, or at the beginning of the recruiting process. This is because the software enables them to attract candidates to apply for positions and nurture them so that they become active applicants

With the right software, the candidate can move seamlessly from a passive stance to an active stance after submitting an easy-to-use application. Once they enter the applicant tracking system as an active candidate, recruiters can take steps to vet them, communicate with them, and schedule an interview.

Why is recruitment marketing software important?


Recruitment marketing software serves as a central platform for a company’s recruitment marketing efforts. Instead of disjointed systems, the right software solution can integrate an entire recruitment technology suite to allow for a unified candidate experience. Although the software has been available for over a decade, it has matured rapidly in recent years, incorporating important solutions like artificial intelligence, automation, and myriad integrations.

Furthermore, many of today’s existing recruiting systems don’t offer the capabilities inherent in recruitment marketing software. A recruitment marketing solution can help a company:

  • Attract candidates through the channels they prefer
  • Respond to candidates quickly
  • Surface more viable candidates from existing talent pools

What to look for in recruitment marketing software


Top-of-the-line recruitment marketing software doesn’t just provide companies with a way to launch marketing campaigns. They should include a comprehensive suite of tools that attract talent with branded career sites and nurture talent through engagement on their preferred channels. It should provide candidates with a modern, personalized experience and encourage them to interact and apply with ease.

Finally, a recruitment marketing software platform should integrate with other recruiting software, such as an ATS, HCM, payroll, and more. It’s usually best to avoid standalone solutions that don’t integrate with other technologies, as these will only add redundancies and manual tasks to the recruiting process.

iCIMS’ Recruitment Marketing


iCIMS’ Career Sites and Candidate Relationship Management recruitment marketing products are designed to get the attention of qualified candidates, engagement, and drive their interest.

iCIMS’ career site offering is powered by machine learning and optimized for Google, enabling employers to:

  • Make job searching more intuitive for candidates
  • Create world-class career sites that encompass their brand
  • Customize landing pages to support diversity recruitment initiatives
  • Create comprehensive engagement campaigns through candidates’ favorite channels

iCIMS’ candidate relationship management offering is a candidate relationship management platform that simplifies talent pool engagement. Employers can use it to:

  • Automatically surface candidates from talent pools
  • Launch virtual career fairs
  • Engage in text recruiting, and more

Both solutions provide data and analytics tools to help employers visualize their recruitment marketing success and track ROI.

Learn more about how iCIMS' Talent Cloud can help you attract, engage, hire, and advance the best talent.

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