Recruitment marketing in 2024 is crucial
This is for several reasons that directly affect a company’s ability to attract and retain talent. Here are the most important of them:
Talent competition: Labor markets are becoming increasingly competitive, especially in the tech, financial, or engineering industries. You need to stand out to attract the best candidates. Effective recruitment marketing helps build a strong employer brand!
Changing candidates’ expectations: Generations entering the market are looking for places that offer a favorable salary and alignment with their values, opportunities for growth, and flexibility. Recruitment marketing helps communicate these values.
Technology development: The development of digital tools and AI technology in recruitment processes enables a more personalized and effective approach to candidates.
The importance of social media: Social media has become an integral part of most people’s lives and has a huge impact on career decisions. Active and strategic use of social media allows you to build relationships with candidates.
Here are 5 tools that will support your recruitment marketing:
GetResponse
GetResponse is an email marketing tool used by marketing and sales professionals to manage customer and prospect databases and build relationships with them. It can also support your candidate nurturing! How?
You can integrate your ATS with GetResponse so that every applicant is assigned to your newsletter list. This makes it much easier to contact all the candidates and make sure they don’t forget you; especially when they are rejected in processes and you want to stay in touch with them for the future.
Any examples? Here at TRAFFIT we have our TRAFFIT Talent newsletter and organize events and webinars for our candidate base. This is what it looks like at GetResponse:
This ensures that every talent in our newsletter database, which is created automatically, receives our newsletter and invitations to dedicated events.
We can easily analyze which content interests and engages our candidates:
SMSAPI
Do you send text messages to candidates? You may be surprised by this idea, but it’s a great way to stand out!
You can send an SMS to remind the candidate about a recruitment interview or send a pin on Google Maps with the location of the job interview. However, the list of possibilities is much longer! When new vacancies drop by on your Careers page, thanks to SMSAPI integration, you can send an SMS message to a selected pool of candidates and invite them to get familiar with them and apply. Such low-budget recruitment marketing performs really well!
SMS messages can be sent directly from your ATS and the history is kept in it for future reference:
Jooble
Having a great Careers page is important, but you still need to make sure you generate valuable traffic to it. This is where job aggregators like Jooble job search engine come to the rescue.
Earlier this year, we examined recruitment benchmarks for more than 3 million applications, and Jooble was both in the 2022 and 2023 top 3 best application sources for some categories:
So it’s worth integrating your Career site with Jooble to gain valuable traffic and tailored applications from this source!
Canva
Canva is a tool that will allow you to create fantastic graphics for social media and headlines for job posting:
Such graphics increase outreach to potential candidates, drawing their attention as they scroll through the wall on social.
Remember that recruitment marketing should be consistent with your organization’s other marketing efforts; therefore, it’s a good idea to share templates with your Marketing Department!
Google Analytics
If you decide to invest in recruitment marketing, it is also necessary to measure its effectiveness. This is where Google Analytics comes to the rescue. This free tool only requires you to include a simple script in your ads and recruitment forms, so you can later find out which ones were visited most often and which sources were most effective in attracting candidates.
Only what you measure – can be improved and optimized later!
Feel free to check out my 10 key principles of recruitment marketing
