Unlocking Success: Understanding Recruitment Marketing

Over half a century ago, Philip Kotler released his groundbreaking textbook ‘Marketing Management’. Philip, considered the father of modern marketing, has paved the way for new strategies and techniques to find what drives customers’ needs.

“The aim of selling is to satisfy a customer need; the aim of marketing is to figure out his need” ~ Philip Kotler

In today’s fast-paced business environment, organisations are constantly seeking innovative marketing strategies to attract and hire top talent. One approach that has gained significant traction is recruitment marketing. This powerful tool combines marketing tactics with recruitment strategies to reach, engage, and ultimately convert qualified candidates into valuable employees.

In this blog post, we will delve into the concept of recruitment marketing and explore why it holds immense importance for businesses.

What is Recruitment Marketing?

Recruitment marketing refers to the strategic application of marketing principles and techniques to attract, engage, and nurture potential candidates throughout the hiring process. It involves leveraging various marketing channels, such as social media, job boards, content marketing, employer branding, and email campaigns, to create awareness about job opportunities, showcase the organisation’s culture, and build relationships with potential candidates.

Why is Recruitment Marketing Important?

Competitive Advantage

In the highly competitive job market, recruitment marketing provides a distinct advantage to organisations. It enables businesses to differentiate themselves from competitors by showcasing their unique employer brand, company values, and culture. By effectively communicating their value proposition, organisations can attract top talent who resonate with their vision and mission.

Talent Acquisition

Effective recruitment marketing strategies ensure a steady flow of qualified candidates into the talent pipeline. By employing targeted campaigns, businesses can reach passive job seekers who may not be actively looking for new opportunities but are open to considering them if the right opportunity arises. This expands the talent pool and increases the chances of finding the ideal candidate for a position.

The CIPD’s (Chartered Institute of Personnel and Development) 2021 resourcing and talent planning survey reported that 63% of UK employers found it challenging to attract suitable candidates for their job vacancies.

Improved Candidate Quality

Recruitment marketing allows organisations to attract candidates who possess the desired skills, experience, and cultural fit. By crafting compelling job descriptions, creating engaging content, and using targeted messaging, businesses can attract candidates who are genuinely interested in the role and aligned with the company’s values. This results in a higher quality of applicants and reduces the time and resources spent on screening unqualified candidates.

According to a survey conducted by CareerBuilder, 82% of employers in the UK believe that recruitment marketing improves the quality of candidates they hire.

Cost and Time Efficiency

Traditional recruitment methods can be time-consuming and costly. Recruitment marketing streamlines the hiring process by automating certain tasks and leveraging technology. For example, targeted online job postings can reach a wider audience and reduce the time spent on manually sifting through applications. Additionally, automated email campaigns and pre-screening assessments can efficiently filter out unqualified candidates, allowing recruiters to focus on the most promising applicants.

According to LinkedIn, companies with a strong employer brand see a 43% decrease in cost per hire.

Employer Branding

A strong employer brand is crucial for attracting and retaining top talent.

Research by Glassdoor reveals that 69% of job seekers in the UK are likely to apply for a job if the employer actively manages its employer brand.

Recruitment marketing helps organisations build and promote their employer brand by showcasing their company culture, values, employee benefits, and career growth opportunities.

According to LinkedIn, companies with a strong employer brand receive 50% more qualified applicants and experience a 28% decrease in employee turnover.

Final Thoughts

Recruitment marketing has emerged as a crucial strategy for businesses to attract, engage, and hire top talent. By leveraging marketing tactics, organisations can differentiate themselves, expand their talent pool, improve candidate quality, streamline the hiring process, and enhance their employer brand.
In a competitive job market, implementing effective recruitment marketing strategies is no longer an option but a necessity for organisations looking to succeed in talent acquisition.

Author

Husna Stanakzai ~ Marketing Specialist Assistant

Nick Cheung ~ Lead Marketing Executive

Buckingham Futures HQ

We are dedicated to providing our exceptional recruitment and consultancy services to you. With our team of specialist recruitment consultants, they will be able to assist you in your queries and job hunt.

Give us a call on 020 8125 4321 or email your CV to info@buckinghamfutures.com and let’s have a chat!

“Recruiting the Present, Inspiring the Future.” ~ Buckingham Futures