60 applications a month for challenging IT vacancies. 300 new employees in one year at a healthcare organisation. Getting your employer brand seen over a million times a month by people in your target audience. Sounds too good to be true? Yet it can be done! With the use of recruitment marketing automation, Stedin and QuaRijn respectively managed to achieve these impressive results. But what exactly is recruitment marketing automation? And what does it deliver for your organisation? In this blog, we will give you an introduction to recruitment marketing automation and show you what it can do 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?
This is probably why you already regularly deploy job marketing campaigns. With the extra visibility provided by job boards and social media ads, you expect to generate applications. Yet even those results disappoint you. The ads are viewed well, but applications? No. A pity, 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
Quite simply, recruitment marketing automation is a way of marketing recruitment in the most automated way possible. With marketing automation, you ensure that all facets of your employer branding and recruitment marketing are seamlessly connected and largely automated.
Examples of recruitment marketing are:
- Job video on Instagram
- Google ads with your vacancies
- Linkedin post about working for your organisation
In fact, recruitment marketing encompasses all efforts to promote your employer brand and vacancies. With recruitment marketing automation, you go a step further. You create a well-oiled machine in which your work at site and recruitment marketing activities fit together perfectly and the candidate is automatically guided from the orientation 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.
Offer a low-threshold way to start a conversation, for example with a Whatsapp pop-up on your website. Applying for a job is often a step too far for candidates who are just getting to know your employer brand, but they are usually willing to ask a question. This way, you can build a relationship with your future applicants and they won't disappear from the picture if they don't apply immediately.
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 recruiters put a job ad online in 30 seconds; CZ gets an average of 10 quality leads per IT vacancy.
Recruitment marketing automation can make the difference between quickly filled vacancies and positions that remain empty for too long. And therefore between growth or decline of the organisation.
Need help?
Wondering what results you can achieve with recruitment marketing automation in your organisation? Schedule a demo with one of our experts and we will tell you where your opportunities lie in half an hour!
