4 Tried-and-True Marketing Tactics That Work for Recruiting, Too
Contributed by Tiffany Rowe
- Understand your target audience
- Achieve appropriate visibility
- Win interest and loyalty
- Sell brand messages
- Make conversions
In fact, perhaps the only difference is that in recruiting, you are trying to convert viewers into employees rather than customers. Therefore, it stands to reason that marketing strategies are invaluable for recruitment success. To that end, here are a few of the best marketing tactics for finding winning work talent.
A company’s brand is much more than the products it sells or the logo it posts. A brand is a company’s entire identity: what it does, what it is, what quality it provides, what it stands for, etc. Therefore, brand marketing is the process of developing and promoting the brand rather than the individual products or services.
The goals of brand marketing are to associate a strong, positive message with brand assets, motivate buyers, and encourage customer loyalty ― but if you replace “buyers” and “customers” with “candidates” and “employees,” you might recognize how applicable this strategy is to recruiting.
The first step in a branding marketing campaign is increasing awareness of the brand, which might require other marketing tactics to accomplish. However, once the reputation of your brand is widespread enough, candidates should come to you. Consider well-known companies, like Google and Costco, who hardly need to expend effort recruiting thanks to their established status as exceptional employers. Brand marketing can be an effective way to market for products and open positions with one campaign.
Content marketing has become such a business buzzword during the past decade that many companies attempt to implement it without truly understanding what it means or does. Plainly and simply, content marketing is the process of creating and distributing valuable and relevant content with the goal of attracting an audience and making more sales. That content can take almost any form: magazines, blogs, infographics, videos, case studies, podcasts, and more. The key is that your viewers find the content worthwhile and are eager to see more.
Content marketing is useful for recruiters for the same reasons brand marketing is: It encourages talented applicants to seek out positions with the company. However, for recruiters, it is even more important to have a well-rounded content marketing strategy that entails telling a story, building a community, and maintaining a reliable stream of content for an audience to digest. Otherwise, candidates could lose interest in your employer and find work with a more content-savvy competitor.
Like content marketing, social media marketing is the garnering of attention (and eventually sales) through efforts made on social sites, like Facebook, Instagram, Pinterest, and Twitter.
Contrary to popular belief, social media marketing is a delicate art and complex science that requires a fundamental understanding of current trends and an exacting schedule of posts.
Fortunately, as a recruiter, you might find social media marketing a much simpler way to target and attract talent. Because many social sites track life data like employment history, you can isolate groups of candidates through refined searches. Then, you can develop a campaign to generate interest amongst that particular community, encouraging your desired audience to follow links back to your employer’s website or application materials.
Using old marketing tactics for new recruiting purposes is a smart way to attract job candidates. You should consider mixing and matching existing marketing strategies to grow your talent pool and help your company be the best it possibly can be.