Charting the Journey From Recruitment Marketing to Your Bottom Line

By Jonathan Bright

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When HR professionals start to think more like marketers, and vice versa

We talk about journeys a lot in marketing. Customer journeys. Candidate journeys. The thing about a journey, at least in branding terms, is that everybody needs to travel together. You can’t have one company department driving, one sitting helplessly in the passenger seat, while another jogs along beside.

Many companies are still being reactive, as opposed to proactive, in the way that they approach talent acquisition

The other thing with journeys of this kind is that often people fail to look past the bit that they’re embarked upon. Some feel they’ve reached their destination. But the journey for your customers, the journey for your recruitment, and the journey for your brand all point in the same direction.

The ultimate destination is, essentially, your bottom line.

Joined-up thinking

The other day I described the fundamental reason why sales and marketing need to be on the same page to create that singular customer experience, a factor growing in stature and which is soon to surpass even product and price as a key differentiator for brands.

The candidate journey can start before your ideal candidate has even heard of you

There’s a fundamental basis for HR and marketing to join forces, and the principles are the same. The candidate journey can start before your ideal candidate has even heard of you, but it doesn’t end when they’re hired.

A recent report from Aptitude Research Partners – the Recruitment Marketing Index 2017 – rightly points out that recruitment marketing is a practice that must benefit both the candidate and the recruiter. Note the word ‘marketing’: the marketing must benefit the recruiter, ergo, the brand.

This can be quite hard to visualise in real terms. It’s one of the reasons why many companies are still being reactive, as opposed to proactive, in the way that they approach talent acquisition. Essentially, these firms put out an advert, cross their fingers, and hope the best people respond to it.

Four out of ten companies, according McKinsey & Co, that are planning to hire next year say they have had unfilled job openings for six months or over because they can’t find the right people. Far too often, the reason is that the recruitment process starts and ends with the application.

Thinking ahead, and being aware of what’s required to achieve hiring objectives, is key. It all needs to happen a great deal earlier; that’s why seven out of 10 companies are cosying up with recruitment marketing partners. Recruiters need to start thinking like marketers, and the primary area for this is in the candidate experience.

Opportunity knocks

First, it’s worth pointing out that opportunity is still ripe in the mid-market. Many larger organisations are investing in recruitment marketing and new technologies to that effect, but lower down the investment dwindles a little; quite simply, there isn’t yet that same faith in its effectiveness.

The cost of investing in recruitment marketing is justified

However, it’s only a matter of time before agencies and Go to the full article.

Source:: Business 2 Community

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