Nowadays, we talk a lot about mass-media. In every industry and arena marketing is indispensable. Each department and area needs to work cohesively to achieve its goals, reach its vision and fulfill its stakeholders´ needs. For example recruitment agencies on one side, pursue clients to help them find the talent they need for their projects or organizations and on the other, they search for prospective candidates to fill those openings, finding and connecting the perfect candidate for each job opening. If we focus on these candidates they are to this company a type of customer. Candidates are searching on all the social media for the company’s reviews, on Twitter, Facebook, Instagram among others, as well as on the search engines.
This opens a window of opportunities to reach them and provide the information and guidance they need. Marketing these job-seekers is strategically important to this type of companies and it so to any other that is looking to target, approach, reach to their market.
As Madeline Laurano mentions in an interview with Beamery: “Companies are becoming more strategic in the way that they think about recruiting, and are under increasing pressure from the business to make sure that talent acquisition is driving the right kind of hire”. Therefore, we could say that becoming more strategic is relevant to get from where we are to where we want to be.
Now you will see the four 4 steps of marketing strategies you could use. Following the example of recruitment aganecy this is how it should go
ATTRACT > CONNECT > ENGAGE > GROW
1. ATTRACT
This is the first step in a recruitment marketing strategy. They think about everything that should go in the window, in case somebody walks by the careers website, obviously, and social media pages, for example. Other elements that come together for creating the employer brand are the company’s values or job descriptions and they must be carefully considered.
2. CONNECT
The second step is to connect and now it’s time to reach out to candidates and identify the most promising leads. Data plays a huge part in this process. Succeed in sourcing means having rich and up-to-date databases and flexibility in how to use that data. The point of good data management is to enable recruiters to communicate with a large number of people without making mistakes and ruining their experience.
3. ENGAGE
Once we connect with candidates, we must maintain this connection and build long-term relationships. This, relies heavily on data collection and management practices, using well-designed talent pools and rigid pipeline management. Once those pools and pipelines are in place, however, you are ready for some nurture campaigns. That’s where you engage with candidates, offering them the opportunity to click through links, reply to your emails and explore your content.
4. GROW
The final step for recruitment marketing is to build trust. How you do that? Growing as much as we can and faster as we can. Growing is about arming marketers with data and helping them make as much of an impact as they can on their organization.
In the case of recruitment agencies, not only are businesses across the globe getting huge benefits from successful recruitment marketing, but it’s contributed to significant improvements for candidates, and their experience engaging with companies.