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Recruitment

t is an interesting paradox that South Africa sits seekers say it’s important to be thoughtful and
with one of the highest unemployment rates informed about all aspects of a company prior to
yet, in the 2017 Deloitte Human Capital Trends accepting an offer.
Report, 81% of SA executives confirm that talent Recruitment marketing is made up of a “push and
Iacquisition is one of their biggest challenges. pull” approach with South African organisations
A case in point is the growing demand for critical sitting at different levels of maturity versus the rest of
scarce skills in Information Technology (developers, the globe. With the rise of the consumer candidate,
architects, QA testers) as an increasing number 84% of global companies confirm that recruitment
of companies become more digitised. Just in the marketing is a worthwhile investment. Additionally,
retail sector alone, there has been a radical shift with the increased usage of social media platforms,
in organisations competing for engineering and IT professional job boards like LinkedIn and mobile
talent to meet their online shopping business model technology, recruiters have the perfect vehicles to
requirements. position their companies, communicate their EVP
Companies need to re-evaluate their talent and engage both active and passive candidates
acquisition strategies in order to remain relevant in effectively.
the eyes of high demand talent. Modern recruitment
is now all about marketing (94% of job seekers The “push versus the pull” approach
confirm that they would more likely apply to a job if
the employer actively manages their employer brand of Recruitment Marketing
online and 76% search for details on what makes the Recruitment marketing and employer branding can
company an attractive place to work). Companies be considered as the “pull” approach to recruitment,
that aren’t adopting modern recruitment marketing versus the “push” of direct sourcing through inmails,
techniques and are still sticking to the old methods candidate engagement and distribution of nurturing
of posting and praying are losing out on top talent; and informative/newsworthy talent mailers.
impacting on reaching business objectives and
bottom line. “Pull Approach”
South African companies need to first step
What is Recruitment Marketing? out of their traditional recruitment methods of
Recruitment marketing is the strategic and tactical talent acquisition and shift their efforts towards
activity utilised by organisations to grab the attention approaching recruitment like true marketers. Upon
of work seekers or passive candidates, engaging and recruiters loading their active vacancies onto
nurturing them before looking to employ them in a their career websites, they fail to understand the
prospective position within a company. This is called importance of implementing an effective “call to
the pre-applicant phase where companies take a action” or recruitment marketing strategy to pull
proactive approach towards informing, educating and potential consumer candidates to their career page.
One can make a direct comparison to a retailer’s
showcasing what their company would be like as the intention to launch a new product by placing it on
best place to work, that is, their Employer Brand. the shelf yet not activating a promotional marketing
Whilst recruiting is still all about finding the right campaign to position, promote and sell such a
people to place in the right jobs, the approach has product. Understand that candidates behave like
become far more calculating irrespective of whether consumers with Glassdoor confirming that 83%
you are an Agency Recruiter or Recruiter within an of employees/job seekers being likely to research
organisation. 86% of HR Professionals acknowledge company reviews and ratings if deciding on where to
that recruitment is becoming more like marketing, apply for a job. Whilst there are a number of factors
with companies needing to implement an effective to consider in recruitment advertising which can
strategy to identify, attract, engage and nurture the lead to converting candidates to applicants, here are
candidate. Glassdoor has confirmed 93% of job some of the quick wins:

HR FUTURE · JUNE 2018 35