Recruitment marketing
Recruitment marketing refers to the inbound strategies and tactics an organization uses to find, attract, engage, and nurture talent before they apply for a job, also called the pre-applicant phase of talent acquisition. It is the practice of promoting the benefits and value of working for an employer in order to recruit talent. It is analogous in many ways to corporate marketing, and is extremely similar to employer branding except recruitment marketing relates to trackable initiatives that drive awareness, engagement and conversion of applicants versus someone's impression of working at a company. Of course others see employer branding as a subset of recruitment marketing, in addition to extending the reach and exposure of career opportunities through search engine optimization (SEO), building and nurturing candidate relationships through talent communities, and the management of messaging and advertising of talent acquisition efforts. Process The focus of recruitment marketing involves ongoing efforts to reach and engage potential candidates to initiate relationships to meet current and future talent needs by utilizing them the many touch points of the modern job search. The goal of a recruitment marketing strategy is to increase the number of qualified candidates in an organization's talent pipeline. Recruitment marketing may consist of a collection of tools and processes that meet the needs of a given employer's recruiting goals. The first step in recruitment marketing is an optimized corporate career site to ensure potential candidates can find employers jobs in search engine results. To manage applicants and the hiring process employers typically use a modern ATS (iCIMS, Lever, Workable, GreenHouse, etc.). A dedicated recruitment marketing platform is used to handle anything from social media to ad buying (Nexcv, or traditional demand side platforms or marketing agencies). Bersin by Deloitte defines a talent pipeline as an organization's ongoing need to have a pool of talent that is readily available to fill positions at all levels of management (as well as other key positions) as the company grows. In contrast, traditional recruitment is focused on the immediate need of filling a specific job requisition. A recruitment marketing strategy leverages the principles of inbound marketing by integrating an employer's value proposition as part of their employer brand, career site optimization, job distribution, and online advertising (job boards and job aggregators like Indeed, Resume-Library SimplyHired, CareerBuilder, Monster, LinkedIn and more). Search Engine Optimization SEO builds an employers' organic candidate visitor traffic, mobile recruiting, landing pages, content marketing, career site design, social media marketing, employee referrals, and email marketing engage potential candidates to convert them to active members of an employer's CRM or talent network. Once in the CRM (candidate relationship management), the focus is building relationships and nurturing candidates through personalized content, alerts and calls-to-action, including relevant job openings. Optimizing corporate career sites and open job opportunities to perform well in search engines, social media and mobile devices enables employers to reach and attract candidates directly rather than relying solely on third party sources (job boards, paid advertising). Tracking, measuring and analyzing the effectiveness of candidate