Applying the Marketing Book to Recruiting
Over the last few years, recruitment marketing has been a buzzword fascinating many organizations. Fast forward to today, and recruitment marketing has quickly become a necessity for organizations to compete for top talent heading into 2018.
It’s a candidate’s market. Unemployment is low and candidate expectations are higher than ever. Just like the adage, “recruiting and sales are one in the same,” recruiting and marketing are already attached at the hip and heading in the same direction.
The most successful organizations will be those that realize this inherent relationship, and take the steps to create a marriage between the marketing and recruiting departments. To get started, here’s a look at a couple of areas where marketing is already infiltrating the recruiting world (and for the better).
E-Commerce User Experience Is Today’s Candidate Experience
Candidate expectations aren’t just higher than ever. They’ve changed drastically, and today’s job-seekers research companies and search for job opportunities just like they research reviews and buy products online.
The same marketing principles in place to help increase clicks and conversions on popular e-commerce sites like Amazon are also applied to company career sites. How, exactly? Here are a few examples.
- Product Recommendations vs. Job Recommendations: When potential customers search or purchase products through Amazon, they are provided with suggestions on related products or product pairings. This same principle applies to recruiting, enabling career sites to provide relevant job recommendations based on a candidate’s browsing history, location, previously viewed jobs and LinkedIn profile.
- Shopping Cart vs. Job Cart: It’s a simple feature, but a shopping cart provides customers the ability to save products they want to buy to come back at a later date to add or check out. Career sites mimic this behavior by providing a job cart so candidates can save jobs they may be interested in applying to at a later date.
- Personalization Features: Personalization goes a long way, and companies like Amazon, Netflix and Spotify are setting the bar for others. The most important aspect is content personalization based on an individual’s activity and interests. Companies outside of e-commerce can apply the same principles to their career site experience, showing users personalized content based on their background, site activity and interests.
Marketing Analytics Fuel the Recruiting Funnel
There’s no shortage of analytics in the marketing world. Without deep analytics, marketing has no way of showing how activities are contributing to or generating leads and closing sales within the company.
Just like the marketing world, recruiting analytics are becoming more serious to talent leaders and company executives. After all, companies are investing tons of money into employer branding and recruitment marketing initiatives, so being able to prove ROI is integral.
What type of marketing analytics are we measuring in recruiting? Things like:
- Site Traffic: Career site visits (new vs. returning) and behavioral components like page views per visit and average career site visit duration.
- Source Channels: How is talent finding the career site? It could be job boards, direct traffic, organic traffic, through the corporate site or a number of other sources.
- Top Jobs: Just like HubSpot or other marketing automation software tracks the best-performing email campaigns, we are measuring the top-performing jobs or most popular jobs on the career site.
- Pipeline and Conversions: Knowing where candidates fall in the talent pool is crucial to recruiters, just like marketers want to know where a prospect is in the sales cycle. Being able to tell if someone is in the nurturing, phone screen, interview, offer or hired stages is important to analyzing recruitment marketing efforts.
There are other areas where marketing and recruiting are attached at the hip, but it’s only going to become more apparent to those cutting-edge organizations looking to up their employer brand and recruiting efforts. It’s a matter of time before marketing and recruiting are known for their collaborative relationship, and businesses start catching onto the fact that both impact the bottom line.
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