The talent acquisition approach is evolving, necessitating the learning of new skills in order to attract consumer-oriented applicants. Recruiting is undergoing a transformation akin to how marketing has developed over the last ten years.
Customers are finding their own paths to products and services, rather than firms deploying disruptive ads to get in front of potential customers, since marketing has mostly gone “inbound” in the previous decade. Inbound marketing has proven to be the most effective marketing approach for recruiting sales-ready customers in recent years. Inbound marketing works because it provides value to potential customers, resulting in them becoming loyal customers and long-term advocates.
Take a peek at these fast numbers to see how inbound marketing initiatives are helping businesses succeed:
- Content marketing creates three times the number of leads as traditional outbound marketing while costing 62% less.
- In 6-9 months, companies that automate lead management enjoy a 10% or larger boost in revenue.
- Outbound marketing has a 100 percent lower lead-to-close rate than social networking.
To implement these new inbound marketing ideas, marketing teams have evolved and grown, adding new positions such as content strategist and digital marketer, as well as social media, SEO, and demand/lead generation expertise. The modern marketing team has critical functions with specific understanding in efforts to attract more interested prospects across broader channels and, more crucially, nurture them into qualified leads for sales to provide.
What can a recruting team take away from this marketing shift?
How recruitment marketing is influenced by customer marketing.
Let’s perform some fast word substitutions:
New positions such as content strategist and digital marketer, as well as experience in social media, SEO, and demand generation, will be required of talent acquisition teams. The contemporary talent acquisition team has critical roles with specific knowledge in efforts to attract more interested individuals through broader channels and, more significantly, develop them into qualified candidates to send to recruiters.
Doesn’t it sound quite accurate? Recruiting and marketing are merging to become recruitment marketing, in which talent acquisition teams employ modern marketing methods like as content, email, social media, mobile, automation, and others to engage prospects in ways other than job postings. Previously, the procedure was to post a position on Monster and/or Careerbuilder and then recruit people. It’s no longer as simple or as qualified. Because, let’s face it, no one wants to work merely for a living. Culture, inspiration, incentive, companionship, and meaning are all things that modern candidates seek. They want it delivered through the channels they utilize the most.
On your team, who fills these roles?
Your team’s recruiting job is largely a “sales” function, or bottom-of-the-funnel activity: discovering the best applicants and then selling them on the firm, the hiring manager, and so on.
Your team’s recruitment marketing function fulfills a “marketing” function, the top-of-the-funnel: recruiting, engaging, and nurturing new prospects until they are qualified to convert at the most advantageous time for them and your company.
However, in a modern recruiting firm, both the recruiting (sales) and recruitment marketing (marketing) roles are critical, as they provide various skill sets for different stages of the candidate experience.
In talent acquisition, recruitment marketing is where new skillsets are needed and growing, as it helps to proactively create meaning and value through design, messaging, and experience to influence the best people to apply. Who on your team is in charge of your career site’s vision and messaging? Who is the expert on all things related to landing pages and conversions? Who will create and execute a blog post to attract applicants with your thought leadership, and who will manage the long-term content calendar?
Reality check: Not every talent acquisition company has the financial resources to fill these positions. And, while employing new employees may be in the long run, there is a way to get started right now by nurturing these talents within your current workforce. With the correct technology, such as a recruitment marketing platform, your current staff may get started right away while also learning some of the skills and methods that will help them increase their inbound marketing knowledge.
Here are some key functions that a modern recruiting firm should play:
Manager of Employer Branding.
- Defines the employer brand identity as well as the value proposition of your company (EVP)
- Employee stories are unearthed and told.
- Enhances the employer brand in terms of design and messaging across all media.
- Ensures that the corporate brand requirements are followed.
- Provides event materials such as signage, exhibitors, and freebies to recruiters.
- Starts with your career site and leads the vision for the candidate experience.
- Maintains your online presence and reputation on candidate-facing websites like as Glassdoor, Indeed, and others.
- Determines target candidate profiles and develops messaging tailored to each persona.
Why Do You Need This Position:
Without a strong, distinct brand, you won’t be able to attract long-term customers. Without red and white, happiness, and polar bears, where would Coke be? (It’s possible they’re RC.) Candidates, and eventually employees, share the same desire to be a part of something special and powerful, something with which they can identify. To lead and respond, you’ll need a committed employer brand manager.
- What is your true identity as a company?
- What actual value do you supply to your customers? How do employees contribute to delivering that value?
- Employees stay with your organization for a variety of reasons.
- In terms of culture, education, and employment, what can you offer candidates?
- How will you motivate, inspire, and connect with potential candidates?
- How will the stories of present employees be brought to life?
- What kind of impression do you want recruits, workers, and graduates to have of you?
- What are the main abilities and qualities that will aid in the growth of your company?
Your employer brand extends beyond your career website. It serves as the foundation for both your internal and external brands (how your employees perceive and share the organization’s culture) (how the candidates you want to attract see your organization).
- Controls the editorial calendar for the company’s employment site, blog, social media outlets, and thought leadership publications, among other things.
- Writes and develops content for a variety of sorts, candidate personas, and journeys (blogs, email campaigns, job descriptions, infographics, etc.)
- With targeted messaging and communications, it attracts and nurtures applicants.
- Content is repackaged from current Marketing resources.
- Curates content from third-party providers/websites that is relevant.
Why Do You Need This Position:
Brands have already become publishers in order to give education and entertainment, and recruiting firms are the next in line. The way your brand and message are searched, found, and digested by the quality candidates you’re aiming to attract is through content marketing. Candidates expect prospective employers to provide them with: blog entries, white papers, LinkedIn Pulse, videos, infographics, studies, and more.
- Thought leadership, such as your CEO’s visionary blogging on corporate strategy and your organization’s response to industry developments.
- Practical tips, such as how to prepare for interviews with hiring managers and how to tailor your resume to the job role.
- Videos from current employees and Q&As with new hires provide a personal connection.
- Memes on Facebook and curated social shares on LinkedIn and Twitter are examples of entertainment and humor.
It all boils down to giving your target audience something of value. Material requires a strategy, timetables, deliverables, and tasks, as well as a single owner who knows how to create various sorts of content for candidates at various stages of their job search. Your talent acquisition strategy depends on the demand and need for career-focused information. You won’t be able to receive the tailored content and messaging you need from Marketing; it’s also far too crucial to develop on the fly.
Coordinator of Social Media.
- Understands how to approach and engage candidates via social media best practices, strategies, and new networks, among other things.
- Creates and manages the company’s social media presence, including execution, interaction, and social ads and promotions.
- Creates social identities and understands which social media channels to use to reach specific target demographics.
- Stays on top of trends and competition by following the best news outlets and influencers, and curates posts that are relevant to your network.
- Click-through rates, conversion rates, and traffic sources are used to assess the quality of social followers.
- Internally, be a champion for social media sharing (recruiters, employees, sales, etc.)
- Answers questions and builds relationships with candidates one-on-one using social media in real time.
Why Do You Need This Position:
This might be a role you’ve already filled, but it’s time to enhance your social recruitment game. According to a Jobcast poll, 94 percent of businesses utilize social media for recruiting, with 73 percent claiming to have employed someone through social media. But do you have a thorough social recruiting plan in place? A designated social media coordinator or team member in charge of this channel will map out a communication strategy for each social network that candidates may use, as well as distinct demographics’ social identities. Around the clock, he or she will be monitoring trends, inbox/direct messages, queries, and brand sentiment. One of the most important reasons you need this position is to keep in continual contact with candidates and to track their progress.