60 applications a month for challenging IT vacancies. 300 new staff members in a single year at a healthcare organisation. Showcasing your employer brand to people in your target audience more than a million times a month. Sounds too good to be true? Yet it is possible! By utilising recruitment marketing automation, Stedin and QuaRijn were able to achieve these impressive results. But what exactly is recruitment marketing automation? And what benefits does it bring to your organisation? In this blog, we’ll give you an introduction to recruitment marketing automation and show you what it can mean for your recruitment success.
Your challenges in today's job market
Recruitment marketing automation is booming and not surprisingly so. After all, it is a good solution to the challenges posed by the current job market. For instance, few people are actively looking for a job, so you want to target latent jobseekers with your recruitment efforts. But how do you reach them? And above all: how do you get in touch with them? They don't apply for jobs so quickly...
Many recruitment teams therefore rely on sourcing. Unfortunately, this does not always prove to be an effective recruitment method. Response rates are often low, no matter how original and personal your message is. The reasons for this are diverse. From simply not the right time to an unknown employer brand or naming factors that are not interesting enough for that specific candidate. It feels a bit like shooting with hail this way. Is there no other way?
That’s probably why you’re already running regular job marketing campaigns. With the extra visibility gained through job boards and social media adverts, you expect to generate applications. Yet even those results are disappointing. The adverts get plenty of views, but applications? They’re few and far between. It’s a shame, because ultimately – despite your efforts – your recruitment funnel remains empty.
Good news: there is a solution to these challenges. An approach that saves you time, improves your candidate experience and ensures candidates report to you instead of you having to chase them. That in turn ensures that your time-to-hire gets shorter and your cost-per-hire goes down. What are we referring to? Recruitment marketing automation!
The difference between recruitment marketing and marketing automation
Put very simply, recruitment marketing automation is a way of conducting recruitment marketing that is automated as much as possible. With marketing automation, you ensure that all aspects of your employer branding and recruitment marketing are seamlessly integrated and work together in a largely automated manner.
Examples of recruitment marketing include:
• Job vacancy videos on Instagram
• Google adverts featuring your job vacancies
• LinkedIn posts about working at your organisation
Essentially, recruitment marketing encompasses all the efforts you make to promote your employer brand and job vacancies to the outside world. With recruitment marketing automation, you take it a step further. You create a well-oiled machine in which your careers site and recruitment marketing activities are perfectly aligned, and candidates are automatically guided from the exploration phase to the action phase – namely, applying for a job.
Recruitment marketing automation in practice
We hear you thinking, "Sounds nice, but what can I specifically imagine?" Well, this, for example:
Planning your employer branding campaign ahead of time. With MrWork technology, you pre-set what content you want to show and when, and basically you don't have to worry about it afterwards. This way, you can be sure that you are continuously visible to your target group and thus become top-of-mind.
Automating campaigns. The days of manually setting up social media ads and posting your vacancies on job boards are over. You can automate this process, bringing your vacancies to the attention of the right candidate via the right channel at the right time. Without costing you much time.
Offering an accessible way to start a conversation, for example with a WhatsApp pop-up on your website. For candidates who are just getting to know your employer brand, applying for a job is often still a step too far, but they’re usually happy to ask a question. This allows you to build a relationship with your future applicants and ensures they don’t disappear from view if they don’t apply straight away.
Filter out irrelevant applications by including selection questions in your application process. For some jobs, such as a driver vacancy, you may find the CV less important, but having a driving licence and years of driving experience is crucial. You can ask your candidates automated questions via, for example, Whatsapp to immediately select the most interesting responses.
Maintain contact with your talent pool (people you have come into contact with and see short- or long-term opportunities for within your organisation) by automatically sending, for example, a 'behind the scenes' video of the department they have expressed interest in.
And that is by no means all. There are plenty of recruitment marketing automation solutions and developments continue apace. Together with you, we will look at your challenges, bottlenecks and objectives and on that basis we will set up automation that fits your recruitment marketing strategy.
What does it deliver?
We see 3 major benefits of recruitment marketing automation.
- More efficient recruitment marketing
On average, it takes 30 to 50 moments when a candidate sees you as an organisation or has contact with you before he/she decides to apply. If you have to set up all those touchpoints manually, a lot of time goes into it. With automation, you keep the execution of your recruitment marketing strategy manageable. - Improved candidate experience
Candidates want their questions answered quickly and they want to know where they stand. By setting up automatic replies, your candidate will always get a quick response. Even when you're not around. Or how about automatic selection through a few questions? After answering the questions correctly, the candidate can pick a date for a first interview himself. This way, you make the first part of the application process lightning fast! - Building a high-quality talent pool
Manually maintaining contact with hundreds of candidates in a talent pool is impossible. But you do want to stay in touch with this group of people who have already shown interest in you as an employer. You can do this with automated mailings or phone calls, without it costing you loads of time as a recruiter.
So, recruitment marketing automation creates efficiencies, a better candidate experience and a stronger talent pool. This in turn leads to shorter time-to-hire and reduced cost-per-hire. Vacancies can be filled smoothly with good candidates at a lower cost. Exactly what you want!
Recruitment marketing automation works
Lidl’s recruiters can post a job advert online in 30 seconds. CZ generates an average of 10 high-quality leads per IT vacancy.
Recruitment marketing automation can make the difference between vacancies being filled quickly and positions remaining vacant for too long. And, consequently, between the organisation’s growth or decline.
Need help?
Curious to find out what results you could achieve by implementing recruitment marketing automation in your organisation? Book a demo with one of our experts and we’ll spend half an hour showing you where your opportunities lie!
