Selling Corporate Culture: The Art of Recruiting Marketing

Recruitment marketing is the systematic use of marketing tactics and strategies to reach potential candidates for companies and spark their interest. The goal is to find the right people for the right jobs and get them to apply for the company. But how do I do that, and how do I do it in a timely manner?
Let's dive into the art of recruiting marketing today.

What matters in Recruiting-Marketing today?

In times of skills shortages, recruiters are constantly looking for new and innovative ways to attract and retain top talent. With the advent of digital technologies and social media, recruiting has evolved beyond traditional methods such as job postings and candidate sourcing. Modern recruiting strategies now include a range of marketing activities designed to introduce potential candidates to a company's employer brand, culture and values. In this list, we present some of the most important trends and strategies in recruitment marketing that help companies stay ahead and attract the best talent.

‍Employer Branding: Creating a strong corporate brand that highlights the company's culture, values and benefits is crucial to attract top talent. And also to be present in people's minds. This includes developing a strong Employee Value Proposition (EVP) that makes clear what sets the company apart from others. Furthermore, areas such as the employee experience or employee wellbeing also fall into this category.

Candidate Experience: The candidate experience is also part of employer branding and can positively support recruiting marketing. This includes a smooth recruitment process, clear and timely communication and a respectful and professional approach to candidates.

Video content in social media recruiting: Social media platforms are an important tool in recruiting with which companies can reach a huge pool of potential candidates. A pool of 4.62 billion people, as we found out in our social media recruiting article. You can also read in the article on which platforms your company should have a strong presence to present your company brand, job offers and especially the company culture. Video content, especially "short-form video content" is currently disproportionately effective in social media recruiting as it can capture the attention of potential candidates and showcase the company culture and values in a timely manner. TikTok did not achieve such a meteoric rise without reason.

Personalisation: Personalisation is becoming increasingly important not only in recruitment marketing. Companies should use data to tailor their messages and content to specific candidates and create a personalised experience. Of course, artificial intelligence tools come to our rescue here - this can help build trust and credibility with potential candidates and increase the chances of attracting top talent.

‍Talent Communities: Technology also allows us to build talent communities - either on social media or on the company website as so-called career micro-sites. Companies can additionally engage with potential candidates and build relationships with them over time. This includes human (not automated!) moderation to connect with people, share relevant content and build a pipeline of talent for future job postings. It is also important to catch previously rejected applicants.

‍Employee Advocacy and recommendations: Encouraging employees to share their experiences and promote the company on social media and other platforms is also an effective way to attract new talent. They also help to build trust and credibility with potential candidates and increase staff retention. In addition, employee referrals are a targeted way to find candidates - they are often more qualified and knowledgeable than HR. Incentives such as bonuses and awards ensure that employees recommend their friends and acquaintances.

Automation and AI: Obviously, artificial intelligence cannot be missing from this list - use automation and AI to streamline your recruitment process, improve efficiency and reduce unconscious bias. Automated tools make tasks like screening CVs, scheduling interviews and even conducting initial interviews easier. AI can also help predict candidate success, identify top talent and deliver personalised candidate experiences. By using these technologies, recruiters can focus on higher-level tasks, such as building relationships with candidates and supervisors, and make strategic decisions that drive business results. In other words, on the important human qualities that will become all the more important in the future and in this case also rub off positively on the candidate experience.

‍Data-driven recruiting: With all these efforts, it is of course essential to measure these efforts. Data-driven recruiting uses data and analytics to track the effectiveness of recruiting efforts and make data-driven decisions. This includes tracking metrics (recruiting analytics) such as time to hire, hire rate and candidate engagement and using this data to optimise recruitment strategies. If you want to learn more about recruiting analytics, read the recruiting analytics article by our colleagues at alphacoders.

These are just some of the key trends and strategies in recruitment marketing today. The most important thing is to find the right mix of tactics that work for your business and your target audience, and to continuously measure and optimise your strategies in the wake of data-driven recruiting to achieve the best results.

Recruiting-Marketing and the Future

One trend that will shape the future of recruitment marketing is the rise of remote work, i.e. the increasing shift towards flexible, remote as well as freelance work. As more people seek non-traditional working conditions, recruitment marketing will need to adapt to meet the changing needs of both candidates and employers. This may include using virtual reality and other new technologies to create immersive, location-independent 'recruitment experiences', as well as developing new strategies to attract and engage freelance and remote workers. In addition, the increasing use of AI and automation in recruitment will further enhance the candidate experience and increase the effectiveness of the recruitment process.

It is clear that recruiting marketing will play a critical role in attracting, engaging and retaining top talent. Through the skilful use of technology and strategy, recruiting marketing can help companies build strong corporate brands, improve the candidate experience and ultimately bring together people and companies that are a real fit.