Part 1 of this blog series covered the essential data insights you need to build support for recruitment marketing. You’ve mapped out your sourcing and website funnels, as well as your cost per hire for the various initiatives within your recruitment strategy. So you now have an idea of where your recruitment team spends most of its time and money. In addition, the effective cost per hire (CPH) calculation gives you an idea of your turnover rate for each recruitment pillar. This helps you identify the pain points within your organisation’s current recruitment strategy. However, to get people on board with a different approach, it is just as important to outline the alternative world that could help you take recruitment to the next level. That is why step 2 in this roadmap is called ‘Alternative World’.
Running and standing still
Is your organisation still doing too little – or nothing at all – in the way of recruitment marketing? If so, your recruitment strategy is likely to feel like two steps forward, one step back. There is no structured approach to promoting the employer brand and continuously bringing talent into contact with the company so that it remains ‘top of mind’. Instead, the business only wants candidates when things are going well, a tender has been won or a major client has been secured; a rush. When this isn’t the case, recruitment receives absolutely no attention; it comes to a standstill. This often leads to a reliance on recruitment agencies, resulting in a high cost per hire and high staff turnover.
The alternative: recruitment marketing
The alternative is a strategy that has recruitment marketing as its foundation. A world where you express your company's uniqueness, values and culture through content that is structurally brought to the attention of your target audiences. It is still true that only 15% of people are actively looking for a new job. The vast majority of people change jobs because they come across a company that triggers them, in which they see a better match for themselves.
Getting started in a new world
That new world consists of two pillars:
- Your employer brand and the content that goes with it;
- An activation strategy to reach and entice the right people with your content.
This marks the end of the stop-start cycle. By ensuring your brand resonates with the candidates you wish to attract, you’ll increase the number of organic applications. And passive job seekers will come to see you as their ideal next step. This enables your company to attract talent independently. Research shows that people who apply of their own accord stay with your company longer and perform better because they have an intrinsic fit with the organisation. In addition, for the roles you have open, you’ll build up a talent pool of people who are interested in working for your organisation. You can keep these people engaged through marketing automation efforts (read more about this here ).
Creating support
A few key benefits of this new world that you can cite as arguments to help create support:
- We increase business confidence in our recruitment team because we can structurally deliver relevant applicants without agency involvement;
- As an organisation, we can easily scale up and down in our recruitment efforts thanks to accumulated talent pools;
- We strengthen our employer brand, which makes our sourcers and the agencies we use more profitable;
- We reduce turnover within our organisation (and save costs);
- We save on recruitment costs thanks to lower CPH as well as more effective CPH.
More soon: calculate the ROI of your recruitment marketing
In part 3 of this blog series, we’ll look at how you can fill in the final piece of the jigsaw when it comes to building support by calculating the ROI of a recruitment marketing approach. Would you like to receive this in your inbox? Sign up for our newsletter at the bottom of this blog.
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