Why You Need HRIS And Recruitment Marketing For The Job Market

At its core, an employment contract is a transaction where the employer is typically seen as the buyer. The jobseeker or candidate is the seller, offering their skilled and experienced services. But as jobs get more complex and the talent shortage worsens, the roles are being reversed. Instead of waiting for the right employee to come and ‘sell’ their services and skills to the organisation, employers have to compete to hire the best talent. In this article, we will explore how innovative strategies and tools like recruitment marketing and HRIS work in tandem to help organisations fulfil their recruitment goals in the modern job marketplace.

What Is An HRIS?

HRIS is an acronym of Human Resource Information Systems. It is a breed of enterprise software focused on improving the speed and efficiency of HR professionals and managers. The origins of HRIS systems can be traced back to the early business mainframes used to store payroll data in the 1960s and 1970s in large organisations.

These days, with the ubiquity of powerful computing hardware and cloud-based solutions, even smaller enterprises have access to sophisticated HRIS solutions that can store and manage employee information, payroll and benefits data, employment history, performance evaluations, and more.

Recruitment departments utilise HRIS systems to automate many time-consuming and repetitive tasks like job posting. Leveraging advanced AI, the systems these days can also handle more complex tasks like resume screening, applicant tracking, interview scheduling, new hire documentation, and onboarding.

What Is Recruitment Marketing?

Recruitment marketing is an approach in HR that takes inspiration from traditional marketing strategies and applies their principles to the hiring process. Although it has been around in some form for decades, recruitment marketing gained mainstream credence after the turn of the millennium.

In the past, lack of efficient communications technologies prevented the widespread use of recruitment marketing techniques. But now, with the advent of the internet and online technologies, the idea of marketing your organisation as a desirable employment destination has become practical.

Recruitment marketing uses classic marketing principles to promote an organisation’s employer branding. Using official websites, social media, job boards, and other digital platforms, recruitment managers can build connections with prospective candidates.

Why Indian Employers Need To Innovate Recruiting

With the world’s largest population, India has no shortage of manpower. But when it comes to skilled labour, the situation changes drastically. According to a 2022 survey by the global insurance and risk management consultants Willis Tower Watson (WTW), 78 per cent of Indian companies experienced talent retention challenges.

Concerns over tighter labour markets were cited as a reason for annual salary increases by 68.3 per cent of Indian employers in another recent study by WTW. The Economic Times, citing an annual employability study by Wheelbox India, paints a dire picture – only 50.3 per cent of young Indian graduates are highly employable.

During the early days of the COVID-19 pandemic, the Harvard Business Review highlighted the need for organisations to ‘reengineer the recruitment process’ in the light of major changes in the job market. The article cites the following trends:

Technological Disruption

Constant technological disruption is reducing the operational shelf-life of many skills. In many sectors like IT and finance, jobs available today could require up to 10 new skills in a matter of two years. The rise of AI language models and automation could also eliminate many jobs and create entirely new ones that require additional skill sets. 

Development Of New Talent Pools

The internet has created new pathways to gain an education and new skill sets outside colleges and universities. Informal learning and virtual learning are on the rise. Employers who solely focus on traditional institutions for new talent will miss out on potentially more exciting talent pools elsewhere.

Changes In Candidate Preferences

Ever since the pandemic and the subsequent phenomena of the Great Resignation, we have seen employees becoming more selective in picking new jobs. Qualities in high demand in a prospective employer include hybrid work, career growth potential, higher salaries, and above all, a workplace devoid of toxic culture and other problematic behaviours.

Combining HRIS And Employer Marketing On Indeed

As a global leader in hiring, Indeed attracts over 300 million jobseekers every year. According to Raj Mukherjee, Executive VP and GM of Employer at Indeed, the two most common pain points reported by employers include the inability to find quality talent, and the longer delays in filling vacant posts.

To solve this issue and speed up the hiring process, Indeed offers a hiring platform where employers can do everything from posting new ads to screening, shortlisting, and even interviewing promising candidates.

The candidate matching process is powered by cutting edge machine learning algorithms and AI. As an employer, you can post free jobs, sponsored jobs, and even design a dedicated hiring campaign on the platform.

Indeed also offers application tracker system (ATS) integrations. With these, employers can connect their HRIS and ATS seamlessly to the platform. The benefits range from a faster data driven recruitment process to a smoother, more positive candidate experience.

And amidst all this, recruitment marketing functions as a force multiplier, bringing myriad benefits including a positive employer brand, the ability to attract higher quality candidates, higher engagement, response, and above all, conversion rates.

For best results in the future hiring campaigns, businesses must combine all three – HRIS, employer marketing and the AI-powered algorithms on the Indeed platform.