Adopting an RM strategy will enhance a company’s ability to attract the best talent. Here’s all the important information to know about this fresh approach.
What Is Recruitment Marketing?
It’s a strategy that focuses on attracting and nurturing talented people to a company before they apply for any openings. In an RM approach, the human resources department works closely with the marketing department to build the company’s brand and image. Together they create a brand that’s irresistible not only to talented people but to the people already working for the business, who become its biggest supporters.
Here’s how it works in a nutshell. First, they create a company whose brand represents the qualities workers are looking for. Talented people who hear about the company like what they hear and want to work there.
Referrals Are Key to Your Recruitment Marketing Strategy
Referrals are a crucial part of an RM strategy. When employees talk about how great it is to work for a business, they become the company’s recruitment partners. They use their own networks to find people with the right mix of skills, values, and goals to be successful at the company.
Who knows the business better than its own workers? That’s why happy, engaged, and productive workers are a company’s best referral sources.
Why It Matters
Employee referrals lead to great employees. Successful companies can fill more than half their available positions by using employee referrals. That saves a lot of time, money, and effort. It also results in loyal, productive employees who fully commit to the company’s growth and success.
Employees who love working with the company are its best ambassadors. They’ll recruit for the company, and they often find amazing, talented people among their own networks.
What Is the Difference Between Traditional Recruiting and RM?
The major difference is that RM is proactive. In traditional marketing, the recruiter starts their work once there’s an open position. The recruiter finds talented people to fill the position, screens them, evaluates them, and helps the hiring manager decide who to hire. It’s a reactive process.
In RM, the company begins by positioning itself as a great place to work. Employer branding marketing creates a company’s image among potential customers. RM establishes a company’s image among potential employees. It’s a proactive strategy.
Maren Hogan, CEO of Red Branch Media, describes it this way in an interview with the Undercover Recruiter:
It is the natural, tactical extension of employer branding. It’s the art of attracting someone not just to the company but to a specific job and team. It includes everything that traditional marketing does such as traditional advertising, digital ads, copywriting, graphic design and audiovisual components. It should also be measured the same way we measure traditional marketing, including how qualified a lead is and what it costs to get a conversion.
Why You Need a Good Recruitment Marketing Strategy
RM isn’t a flashy new trend. It’s the only way to be sure the company can attract the talent it needs. The old methods won’t work.
In an interview with the Society for Human Resources Management, SmashFly CEO and recruiting expert Mike Hennessey explains:
These days, companies shouldn’t just be selling jobs. Candidates are looking at your brand, your message and your value. The ‘job’ may be the final transaction with the candidate, but to attract the best people that fit your organization’s purpose, your recruitment strategies must be brand-led. Your brand value message needs to be communicated at every interaction throughout the candidate journey.
Does It Work?
Yes, it works.
Employers who rely on fostering and nurturing their referrals see a tremendous increase in the number and quality of their leads. Hiring is faster and easier when employees do half the work for the recruiter.
As recruiting expert Liz Ryan wrote in Forbes magazine,
Employee referral is the best recruiting channel I know. It is not the only one, but it’s the only one that reinforces and celebrates your employees in a tangible way for contributing to your company’s success.
The Top 7 Must-Read Books for Recruitment Marketing
Recruitment is a dynamic process. Staying successful at it means having the best tools and the deepest knowledge at your fingertips. You can get there by reading blogs, listening to podcasts, and taking workshops, but nothing beats the in-depth knowledge and inspiration you get from a book.
To get started, here are our picks for seven of the most interesting, informative recruitment marketing books. Every recruitment professional should have these on their bookshelf.
Mervyn Dinnen and Matt Alder bring their combined decades of experience in RM and human resources to this information-packed, insightful book. The book guides its reader through the new world of RM and explains why it’s vital for a business. The authors give a roadmap to success. They back up their suggestions with considerable research and interesting case studies.
Exceptional Talent examines how changes in technology, communication, and employee preferences are changing how recruiters work. Smart recruiters will use this change to transform their own talent management strategies. This is a powerful, immensely useful how-to for any recruitment professional.
The authors have revamped and updated their original bestseller to reflect innovative trends in recruitment. Authors Bryan Adams and Dave Hazlehurst argue convincingly that the key to attracting and keeping the best talent is to build a story around an employer’s brand. This will motivate employees to help bring in new clients and top-tier talent. That’s the underlying philosophy of RM in a nutshell. This book provides a plan of action any recruiter can implement.
Social media can be used to create a consistent brand image, reach potential employees, and build a brand identity. It’s not rocket science, but it’s tricky to walk the slippery slope of social media. This book helps create a solid social media recruiting plan.
Andy Headworth is one of the world’s authorities on social media recruitment. In this eminently practical book, he shares his hard-hitting strategies for putting the power of social media to work for any company. Headworth has an in-depth knowledge of recruitment strategy, candidate attraction, and content marketing strategies anyone can use right now.
Talent branding is the art of winning employees’ hearts and minds. When a company does it, employees buy into the company’s dreams and goals. How do you create that kind of talent brand? In this book, Jody Ordioni shows how to connect talent to strategic objectives. Leverage the power of teams to transform the company.
Jody Ordioni is the founder and chief branding officer of Brandemix, a New York-based branding and communications company. Ordioni has worked with hundreds of clients to develop branding tools, comprehensive marketing plans, and successful brand launches. This book collects all her hard-won experience into a step-by-step guide for creating a business brand that will attract high-performing employees.
According to author Jeff Hyman, executive recruiter and author of Recruit Rockstars, 90% of all business problems are recruiting problems. Hiring the wrong people drags a company down in every way. Hyman has started and managed several companies himself, and he has made the same mistakes we all have.
When hiring motivated, talented rock stars, the company will have fewer business problems and waste less time. In this book, he shows exactly how to do that using extensive examples and case studies from his own work. Hyman has been a top-tier recruitment expert for decades. He teaches the MBA course on recruiting at Northwestern University’s Kellogg School of Management and hosts the popular Strong Suit podcast.
Recruiting the best talent starts with understanding what these talented workers are looking for in a company. The next step is transforming your business culture into one that attracts these high-performing employees. In this inspiring book, Mark Miller shows how to hire, retain, and nurture talented people who will make a business thrive in a competitive global marketplace. The book is part of Miller’s High Performance book series.
Mark Miller knows about company culture inside out. He started as an hourly employee at Chik-Fil-A. He moved into corporate management and eventually headed the company’s global recruitment strategies. He is a co-author of the bestseller The Secret: What Great Leaders Know and Do.
Steve Lowisz thinks recruiters spend too much time thinking about the process of recruiting and not enough about the people involved in it. It’s an outdated, uninspiring approach that does nothing to inspire current or potential employees. Lowisz shows how to see beyond skillsets and traditional recruiting methods to build what he calls a “people-centric workforce.” It’s a fresh take that will inspire new and experienced recruiters.
Lowisz is the CEO and founder of the Qualigence Group, which consults with companies on talent acquisition, management, and retention. An industry veteran who has helped hundreds of businesses, he regularly contributes to Fortune, CNN Money, the Detroit Free Press, and Bloomberg Radio.
Get Inspired to Read, Reflect and Recruit
We hope these recruitment marketing books motivate you to take a fresh approach to your recruiting strategies. Whether you work for a small start-up or a global corporation, you’ll find valuable information in these books. Read them to get informed and inspired. Use what you learn to recruit the top talent your company needs.