In today’s competitive job market, finding the right talent for your team can feel like a mountainous task. Simply posting a job and waiting for the perfect candidate to come along is no longer enough. In fact, 2023 research shows that 73% of candidates are passive job seekers—they aren’t actively looking for a job but are open to new opportunities if the right one comes their way. This is where recruitment marketing comes into play.
The “What” and “Why” of Recruitment Marketing
Think of recruitment marketing as the bridge between your company and the top-tier talent you’re trying to reach. Instead of passively waiting for candidates to find you, you’re empowered to proactively reach out to or be noticed by them. By promoting your company’s values, culture, and opportunities in a way that resonates with potential hires, you create a compelling narrative that draws people in. Recruitment marketing should be an integral part of your talent acquisition strategy, helping you attract and engage top talent.
Let’s break it down even further: the job market is competitive, and the best candidates aren’t just looking for any job—they’re looking for the right fit. Here’s how recruitment marketing can help you stand out:
Attract the Right People, Not Just Any People: A great employer brand is like a magnet for the right talent. When people see what your company is all about, they’re more likely to say, “This is the place for me!” before they even hit the apply button.
Woo the Un-Wooed: Some of the best candidates aren’t even on the job hunt. Recruitment marketing helps you get on their radar, so when they’re ready to make a move, you’re top of mind.
Make Them Feel Special: By nurturing relationships with candidates, you’re not just offering them a job—you’re offering them a great experience. This can range from sending personalized newsletters to candidates so they feel remembered and are kept interested in your company to hosting in-person recruitment events to showcase your company culture. Because, let’s face it, happy candidates are more likely to stick around.
Build a Strong and Diverse Team: The right approach can help you reach a wider, more diverse talent pool. Building a strong team means finding candidates who have a wide range of backgrounds, perspectives, and experiences who can push the collective team towards new ideas and greater excellence. Diversity isn’t just a buzzword—it’s a way to keep your company innovative and ahead of the curve.
Show, Don’t Tell: Letting Your Values and Culture Do the Talking
To stand out and catch the attention of top talent, it’s crucial to show off what makes your company special. Promoting your company’s values, culture, and opportunities is more than just listing benefits—it’s about telling a story that really resonates with the kind of people you want on your team. Here’s how you can do that:
Leverage Authentic Employee Stories: People trust real voices. Encourage your team to share their own stories through blog posts, videos, or even social media shoutouts. Whether it’s highlighting your company’s collaborative vibe, the work-life balance, or the cool projects they’re part of, genuine stories make it easier for candidates to picture themselves working with you.
Show Your Values in Action: Don’t just list your core values—bring them to life. If your company is big on sustainability, inclusion, or community involvement, use videos, photos, and stories to show how those values play out in everyday work. It’s a powerful way to attract people who care about the same things you do.
Get Social About It: Social media is your friend when it comes to employer branding. Platforms like LinkedIn, Instagram, and even TikTok are perfect for sharing behind-the-scenes content, team celebrations, and the everyday moments that make your company unique. Branded hashtags that align with your campaign also help make your content easy to find and reshare.
Make Your Careers Page More Than Just a Job Board: Your careers page is often the first impression candidates get, so make it count. Instead of just focusing on job descriptions, mix in videos, employee testimonials, and interactive content that gives people a feel for what it’s really like to work at your company. Spotlight things like career growth, work-life balance, and any perks that make you stand out.
Host Events that Show Off Your Culture: Whether it’s a virtual open house, a casual Q&A with your team, or a “day in the life” walkthrough, these events are a great way to let potential hires see your culture up close. It also gives them a chance to interact with your team in a relaxed setting, so they get to know your company before they even think about applying.
Success Stories From Your Favorite Brands
Successful recruitment marketing often includes targeted hiring campaigns that resonate with potential candidates, ensuring that your job opportunities reach the right audience. A strong employer branding strategy can attract the right talent, helping you attract candidates who align with your company’s values and mission. Here are a few different approaches from our favorite brands.
What They Did: HubSpot used its expertise in inbound marketing to attract job seekers by creating valuable content tailored just for them. Think blog posts, eBooks, and a career blog that’s actually fun to read.
Why It Worked: They didn’t just fill open positions—they built relationships with candidates who were already excited about the company before they even applied.
What They Did: Google let its employees do the talking! By encouraging them to share their experiences at work using the hashtag #LifeAtGoogle, Google created a genuine buzz about what it’s like to work there. By putting its team in the spotlight, Google also allowed its employees to build up their own personal networks and, by extension, the company’s networks.
Why It Worked: This campaign gave potential candidates a peek into Google’s culture, helping them imagine themselves as part of the team.
What They Did: Spotify produced a series of videos and blog posts where current employees shared their stories, challenges, and what makes working at Spotify unique.
Why It Worked: The content was authentic, relatable, and perfectly on-brand, helping to attract creative professionals who were a perfect fit for Spotify’s culture.
Recruitment marketing is a game-changer in today’s job market. In a world of automation and optimization, centering your talent acquisition strategy—as you should with all marketing efforts—around the human experience will set you apart as you maintain employer branding built to withstand the test of time. With the right strategies, you can not only attract top talent but also build a team that’s excited to contribute to your company’s success.
Ready to take your recruitment marketing efforts to the next level? Let’s connect! Seventh Scout is here to help you craft the perfect marketing strategy and help you build a team that’s as passionate about your business as you are.
