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  • Writer's pictureRobert A. Dougan, M.A.

Job Shoppers: Why Recruitment Marketing Works!

Updated: Feb 13, 2023

Recruitment marketing is one of the most effective strategies for creating more demand for your employer brand. It gives you the opportunity to boost awareness of your employer value proposition, attract great talent with the right skills and experiences, and ultimately hire them! However, recruitment marketing can be challenging. For example:

  • You need to find out where job applicants are searching for jobs online (email campaigns, social media ads).

  • You need more insights into how job seekers are viewing these ads (and if they're clicking on them).

  • You need to increase your digital presence so you can be found online by job applicants.

  • You need to manage your reputation by making sure past employees have a great experience at your company.

In this short article, we will explore 4 tips on how you should be looking at your recruitment marketing to build a stronger employer brand for you job applicants who might be interested in working with you.

1. Job applicant shoppers

Job applicant shoppers are looking for the right fit. They want to know what it's like to work at your company, and whether or not they can see themselves working there.

They are also shopping around, weighing multiple offers from different employers and deciding which one is best for them. In order to do this effectively, they need information about each potential employer. The more information they have access to, the better their decisions will be when it comes time for them to make them!

This is why it's so important that employers make their company culture, perks and benefits clear. When job applicants know who and what they are working for, they are more likely to accept an offer from a company if it's the best one available.

2. Recruitment marketing is the future

As the job market gets more competitive, it's important that employers think outside the box. Recruitment marketing is a new way of thinking about how to attract and retain talent. It's a method of employer branding that enables you to stand out from your competitors in today's crowded marketplace by telling your story through content and storytelling.

As people look for jobs online, they're often inundated with information about different companies and career opportunities - so much so that it can be hard for candidates to even identify which ones might be right for them. When you create compelling content on the web (blog posts, videos), you give yourself an opportunity to not only attract more applicants but also see which applicants are most interested in working for your company based on their engagement with your content!

3. Stay on top of employer branding

Employer branding is a long-term strategy. It's not just about posting job ads and filling positions. Employer branding is about creating demand for your employer brand, which can be accomplished by:

  • Providing value to candidates (and potential employees) through content marketing

  • Establishing yourself as an industry leader in social media and other forms of digital marketing

  • Building relationships with influencers who will promote your company on their platforms

  • The ultimate goal is to build an audience or following. When you are continuously present on digital channels by marketing your brand then applicants will come find you.

The most successful companies are the ones that understand this. They realize that it's not about getting a job, but rather finding the right candidate for their company. And in order to do this, you need an employer brand strategy.

4. Create more demand for your employer brand (employer value proposition)

One of the most important aspects of recruitment marketing is creating more demand for your employer brand (employer value proposition). In short, this means that you're making it clear why people should work for you over other employers. It's your employer's promise from day one when they start!

Your employer value proposition can be the difference between hiring or not by job applicants who are shopping around. If someone applies for a role at your company and finds out that there's nothing special about it other than salary/benefits/hours worked etc., then they might decide to apply somewhere else instead--even if they were originally interested in working at your company!

That's why it's critical that we put ourselves in our potential candidates' shoes when creating our employer value propositions:

  • What qualities do we want them to see in us?

  • What would make us stand out from everyone else who might be hiring?

  • How could we make them want to work with us above all others?

Recruitment marketing works and can help you create more demand for your employer brand

Recruitment marketing is the future and it's here to stay!

It's not a fad, or a trend that will pass in a few years time; recruitment marketing is here to make a difference for your employer brand and help you create more demand for it. Applicants are shopping for companies that will match them best and it is our job to convince them.

Recruitment marketing works because it focuses on why employers are a great place to work. Sharing why you are a great employer makes an organization different from its competitors such as:

  • Why would anyone want to work there?

  • What benefits can they expect on joining?

  • Why should they choose this employer over another?

Recruitment marketing is an important part of employer branding and it has a lot more to offer than just filling vacancies. Recruitment marketing helps you create more demand for your employer brand, stay on top of employer branding trends and make sure that candidates know what they can expect from working with you.

RAD Potential Advisory helps organizations attract and select quality hires. We will remove any frustration you ever had about hiring, to become a believer that quality hiring is the magic ingredient as to why your company is thriving. Contact us and let’s recruit better together.


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