Recruitment marketing and recruiting are closely linked. They require a target group-specific strategy and the use of several marketing measures. In the following article, we explain exactly what recruitment marketing means and what challenges it entails.
What does recruitment marketing mean?
Internal and external recruitment marketing and their various goals
The internal measures have the recruitment marketing goal of motivating the workforce even more and thereby increasing their work performance and productivity. The indirect intention is to get employees to express themselves positively about the company. And to make them ambassadors for the employer brand. Because this has a particularly strong effect on people outside the company, the awaited high potentials are easier to recruit.
In addition, the internal recruitment marketing measures increase employee loyalty to the company: Satisfied employees are not interested in leaving the company and are then also available as junior managers. The external measures are carried out with the intention of increasing the company’s profile as an employer and thus being able to hire new, qualified employees more quickly.
Examples of recruitment marketing measures
Recruitment marketing in videos and social media
Videos on the Internet are an important medium for attracting young talent. Especially digital natives can hardly be reached by recruiters in a conventional way. If you are looking for a job, first watch the company videos on YouTube. Recruiting videos have to be authentic and interesting. The job seeker must gain insight into the corporate culture and be able to get an idea of the employees and their future job.
Videos in which selected employees talk about their company are particularly credible. Recruiting videos have different approaches. For some of them, the focus is on people with their individuality and life planning. They show what opportunities the company looking for employees has to offer. If a job description requires a lot of explanation, everything in the recruiting video revolves around this activity. The company takes centre stage when it has special features. They are described using the example of employees who have made successful careers in the company.
Because digital natives prefer social media, social recruiting is also part of successful recruitment marketing. HR executives post advertisements on LinkedIn when they are looking for executives and talent with special skills. Facebook is also a good choice for recruiting. It is important that the profile pages on social media are linked to the company career page and job advertisements in order to offer potential applicants as much information as possible.
What are the challenges in recruitment marketing?
You can find out more about what tomorrow’s talent can expect and how you can find, retain and promote them in the long term in our latest infographic.