What Is Recruitment Marketing? (Benefits, Stages And FAQs)

By Indeed Editorial Team

Published 5 September 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

As employees contribute to the success of an organisation, human resources (HR) professionals often seek exceptional candidates regularly to fill open positions. Finding ideal candidates for an open position often involves specific activities, such as posting the job online, advertising the listings to attract applications and reviewing job applications, depending on the organisation. Understanding recruitment marketing and its role in various stages of hiring can help attract qualified candidates and ensure optimum resource utilisation for hiring campaigns.

In this article, we answer 'What is recruitment marketing?', share reasons to use it, list the stages of recruitment marketing, explain its benefits and answer a few frequently asked questions to help you understand the concept effectively.

What Is Recruitment Marketing?

The answer to the question 'What is recruitment marketing?', is it is the technique of promoting an employer and the job throughout the recruitment cycle to attract, engage and develop connections with qualified individuals using various marketing strategies. Recruitment marketing enables a company to create a favourable relationship with potential candidates and share relevant details about its brand value proposition. Recruitment marketing often requires a recruiter to:

  • Monitor the organisation's position on review platforms and develop the workplace culture.

  • Identify potential candidate personas.

  • Respond to relevant queries on social media.

  • Share company's work-life stories through videos and blog posts.

  • Organise events to boost the brand value of the organisation as an employer.

Related: 12 Essential Virtual Interviewing Tips For Hiring Managers

Why Use Recruitment Marketing?

Following are some of the key reasons to use recruitment marketing:

Improves hiring process

Effective recruitment marketing helps the company identify and have access to talented and qualified candidates for different roles. This can help the company save the time and money it may otherwise spend on searching for eligible candidates. This streamlines the hiring process and increases the chances of hiring suitable candidates for the role.

Related: Self-Introduction In Interview For Experienced Candidates

Minimises cost of hiring

The hiring process often includes various expenses, such as the costs of advertising job listings, branding and travel, if required. A well-executed recruitment marketing strategy can reduce expenses to lower the application review time by utilising various automation tools, as it can ensure that the recruiting team receives only the eligible applications. This can help the company identify potential candidates faster, minimising recruitment expenses subsequently.

Related: How To Motivate Employees: 18 Steps For Workplace Success

Attracts more quality candidates

Recruitment marketing can help target candidates who may not be actively looking for jobs but are eligible. Portraying the best aspects of the organisation through marketing to attract top talents is often a reliable strategy. This also increases the chances of filling the open positions with more qualified candidates as they may get attracted to the mission and vision of the company.

The Benefits Of Recruitment Marketing

Following are some of the key benefits of adopting recruitment marketing:

Encouraging employee engagement

Recruitment marketing helps engage the HR department and the entire workforce. Marketing a company's brand allows everyone, especially in HR teams, to contribute their thoughts. Employees can also share their experiences to help prospective candidates understand the reasons to join the organisation. Often, the potential candidates are particularly interested in learning about work life and the possibilities of career advancement when they seek new opportunities.

Getting feedback

An effective recruitment marketing strategy includes gathering candidates' feedback by allowing feedback on various job postings or by utilising emails asking for feedback. The comments may help identify valuable information, such as the components of the job listing which attracted them to apply and part of the hiring process they found of lesser relevance. This can help identify the key areas to improve, which may enhance the hiring process in the future.

Related: A Step-By-Step Guide On How To Give Feedback (With Examples)

Monitoring effectiveness

HR professionals usually gather extensive information about prospective candidates regularly. They also monitor the success of different hiring techniques in attracting suitable candidates. Analysing the cost and duration, along with the success rate of the hiring process, can also help evaluate if the hiring strategy is successful. An effective recruitment marketing strategy helps with both monitoring the cost and efficiency of the recruitment process.

Related: What Is A Marketing Manager? Definition, Roles And Skills

Identifying effective medium

The organisation can test different recruitment pitches on job boards to target qualified candidates. Various analytics tools can help find what sections of the job listing candidates read, how many of them did so and for how long. This data helps identify the most effective mediums for ideal job applications, along with areas for improvement in the recruitment process.

Related: 11 Data Analysis Tools (Including Tips For Choosing One)

Creating diversity

A diverse team often contributes to the success of an organisation, as they can collaborate and resolve unique problems collectively whenever required to meet company goals consistently. Recruitment marketing techniques enable an employer to target certain types of individuals. For example, one can design content and sponsor events that directly target the desired group of candidates.

Related: What Is A Diverse Workplace? (Definition And Benefits)

Stages Of Recruitment Marketing

Here are the major stages of a recruitment marketing strategy:

Create awareness

The first stage in recruitment marketing is to raise awareness among potential candidates. A company can promote its brand on platforms where potential candidates often spend their time for professional or personal reasons. The recruiting team also produces unique content which can attract quality candidates and make the organisation attractive in the market.

Generate interest

Creating content and helpful material may enhance the appeal of the organisation to prospective candidates and help generate their interest. One requires creating an effective plan for the content to develop consistent and relevant information for your campaigns. One way to ensure that candidates continue reading the content is to create a content schedule.

Related: Step-By-Step Guide For How To Make A Career Plan Effectively

Influence the decision

Influencing the candidates' decision to join your organisation is crucial at this stage. Once the recruiter has established awareness about the open position and created interest, it is important to differentiate the organisation from its competitors. One can highlight the offering compared to what others are providing. Clearly describing the duties, perks and salary and any other pertinent information that a potential hire may want to know that may help them make an informed decision.

Encourage action

At this stage, one invites candidates to apply for the openings. One can achieve this by examining the application process to eliminate redundant requirements. Complicating the application steps may cause a larger applicant pool but fewer submissions. Even if not all individuals meet all requirements at the time of recruiting, this is a great opportunity to increase your prospect pool for future job openings.

Related: Motivation Theories (Definition, Types And Examples)

Frequently Asked Questions

Here are a few frequently asked questions about recruitment marketing:

When to consider doing recruitment marketing?

Recruitment marketing assists hiring managers in promoting the employer brand and increasing brand recognition. As the competition for talent continues to increase, many organisations are adopting these measures to recruit qualified individuals, as it is a strategic approach and is often effective in partnership with marketing teams. If you want to increase brand recognition and attract candidates to apply for jobs at the organisation you work for, recruitment marketing can be useful.

Related: What Is Self-Awareness? (And How To Become More Self-Aware)

How do prospecting and recruiting differ?

Prospecting involves speaking with individuals to learn more about them. You are listening to determine whether they have the skills, interests and requirements you can fulfil with a job offer. Recruiting is convincing a potential candidate of what you offer to a conviction that the opportunity can meet their requirements. In the recruiting phase, you discuss the company and job in greater detail and gauge their level of interest.

What are some important tips for recruitment marketing?

Following are a few tips for creating an effective recruitment marketing plan:

  • Define roles effectively to guide you in drafting job descriptions and allowing candidates to evaluate their qualifications.

  • Identify target candidates for each job.

  • Determine suitable channels to attract talented candidates.

  • Create a content calendar with tasks and a timeline for the marketing team.

What is a recruitment life cycle?

The recruiting life cycle is a key process in human resource management. It begins with a requirement for a candidate and concludes with the successful employment of an individual. This includes everything from the initial plan to hire a new employee to the onboarding process of the new hire.

How does employer branding differ from recruitment marketing?

Employer branding is at the top of the talent acquisition funnel, which comprises awareness, attraction, engagement, interviews, offers and hires. Employer branding concerns the top of the funnel, generating awareness and shaping attitudes through recruitment marketing activity. Though one can affect the brand through strategic management, the employer brand reflects the impressions of potential and present employees based on their experiences. Recruitment marketing is the activity that represents the middle to the bottom of the recruitment pipeline improvement funnel, which includes marketing careers, experiences through media planning and implementation and interaction via social and digital channels.

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