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How Recruitment Marketing Helps Businesses Attract and Retain Talent

Recruitment marketing is one of the fastest-growing marketing channels in the world today. There are a lot of good reasons for this, but the biggest one has to be the ROI. According to a recent report by McKinsey, the ROI for recruitment marketing is up by 400%. In this blog, we'll look at why recruitment marketing is essential for the future of business, what tools you can use to do recruitment marketing right and how you can use recruitment marketing to attract, engage with and retain top talent.

But first,

What is Recruitment Marketing?

Recruitment marketing is a combination of employer branding and job distribution strategies that broadcast your company’s culture and values to attract, engage and nurture top talent to join your company.

Difference Between Recruitment and Recruitment Marketing

Recruitment is, somewhat, like marketing. You’re essentially converting prospective candidates into new members of your team, and that, in a nutshell, is the meat and potatoes of recruiting.

While marketing is concerned with attracting customers to your brand, recruitment is about attracting the best people to work for your company.


Recruitment marketing is a recruitment strategy that is driven by a business’s need to acquire the best talent. It is an investment in your brand and culture, and it’s a way to attract the right talent for your company.


What are the Benefits of Recruitment Marketing?

A good recruitment marketing strategy can save your business a lot of time and money, and help you reach a more diverse audience, especially the passive candidate pool. Recruitment marketing is all about targeting the right people. If you're not advertising to the right people, you're not going to get the right results. It's that simple. The goal of recruitment marketing is to find people who are not only actively looking for new employment opportunities, but also reach out to passive candidates.


Did you know?


More than 73% of job seekers today are only passively looking for a job.

Recruitment marketing is a powerful strategy to drive people to your business. So, what makes recruitment marketing so effective? Recruitment marketing can work for small businesses and recruiters, large businesses, and even as an internal marketing strategy. It is incredibly effective when done right. Recruitment marketing looks to get candidates in the door, but it also looks to retain them.


A hiring manager's job is to actively look for candidates who will add value to your organization through their skills, background, and personality. With a strong recruitment marketing strategy, top quality candidates will come to you rather than you having to seek them out. When done right, recruitment marketing.

  • Helps you attract and retain talent

According to a recent Glassdoor research, 76% of hiring managers admit attracting top talent is their greatest challenge. Recruitment marketing helps you discover and source highly qualified applicants with job postings on multiple job boards

  • Increases ROI and saves time

With a strong recruitment marketing platform, it is possible to track the effectiveness of marketing campaigns by simply tracking the number of applications you receive. You’ll be able to see if your campaign was successful at attracting qualified applicants and which social networks work best for you and cut the time taken to hire by half, thus saving time and money.

  • Saves cost and lowers employee turnover

A company spends on average 200-400% of their new employees' yearly salary on hiring! Therefore, the faster you get the people you need into your organization, the quicker you start saving money. In fact, a LinkedIn survey has found that a strong recruitment marketing strategy can reduce employee turnover by 28% and cost-of-hire by 50%

  • Builds employer brand

Employer branding is the process of promoting your company as a great place to work. Recruitment marketing is the process of attracting the right candidates to apply for your role. Employer branding and recruitment marketing are two sides of the same coin.

80% of HR leaders say employer branding has a significant impact on their ability to attract talent.

  • Drives competitive advantage in recruitment

When you're known for having a positive employer brand, your business won't suffer from talent shortages like the rest of the market does (which makes you more attractive to candidates.)


What are the Tools to Use for an Effective Recruitment Marketing Strategy

The best thing a company can do is to partner up with a Recruitment Marketing Platform (RMP). RMPs usually come with Applicant Tracking Systems (ATS) to help companies manage the recruitment processes. Applicant Tracking Systems allow hiring managers to keep track of applicants and the hiring process. It helps with scheduling interviews, tracking applicants' progress, storing candidates' resumes and cover letters and reviewing applicants. For companies, it is an important tool used to make sure that the entire recruitment process is handled smoothly.


Also Read: How to Reduce Offer Drop Outs Using Conversational AI

What to Look for in a Recruitment Marketing Platform

A robust RMP seeks to attract, engage and convert applicants in a variety of ways. The basic requirements are

1) Job Marketing - Attract

Job marketing refers to a process of creating and delivering optimized job listings to attract prospective candidates. This can be done through various means, including various social media channels, such as Facebook, Twitter and LinkedIn. Job marketing is simply one of the many facets of recruitment marketing.

It can help promote

  • The company and make it appeal to the kind of people you want to work there.

  • The job itself, making it attractive.

  • The work environment, making it feel as conducive as possible.

  • The company culture, making it seem as fun and friendly as possible.

  • The benefits of working for the company, making it seem as appealing as possible.

Furthermore, it will enable you to optimize your media expenditure with analytics and metrics.

2) CRM - Engage


73% of job seekers say the process of looking for a job is one of the most stressful events in life.

A robust Candidate Relationship Management (CRM) system is imperative to organize, track and automate engagement based on a potential candidate’s profile information and job seeking behaviour throughout their journey. Constant updates about the company in general and the candidate’s progress in the interview rounds play a huge part in cultivating an extremely pleasant candidate experience, which leads to a drastic decrease in candidate drop-outs.


83% of candidates say it would greatly improve the overall experience if employers provided a clear timeline of the hiring process. You can also measure the success rate of your hiring process by measuring time-to-hire, source of hire, cost of hire and more.


3) CMS - Retain

68% of Millennials, 54% of Gen-Xers, and 48% of Boomers indicated they visit an employer's social media properties specifically to evaluate the employer's brand. An effective Content Management System will grab the attention of candidates with a Careers site that is constantly up to date and personalized content like emails based on the information they provide the employer.

This ensures that candidates have a holistic view of what the company offers to its employees in terms of benefits, safety and security measures as well as future plans they are looking to grow in terms of new locations served or products which are being planned for release in future. This will also boost employee retention in the long run.

  • With these tools in place, you’ll be able to

  • Utilize employee referral programs to the fullest with social sharing

  • Ensure that your employer brand aligns with your goals, policies, and needs

  • Measure strategy effectiveness with analytics and metrics

  • Use social recruiting to identify and engage with job seekers – both active and passive

  • Elevate candidate experience through recruitment automation, gamification and collaborative tools

Recruitment marketing is more than just building a strong employer brand and attracting passive job seekers. In order to build a powerful recruitment strategy, one must ensure that the employer brand aligns with their short and long-term goals since this is crucial to the success of the business. This is what Zappyhire aims to assist you in accomplishing by providing an array of powerful branding and automated engagement tools.

Take a look around and see how recruitment marketing has the power to make or break the business. With Zappyhire’s help, elevate your team’s capabilities to new heights! Get a free demo today.

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