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Recruitment

to implement the right technology, support and Benchmark Report: How to Optimize our Recruiting
generation of content. In icims Recruitment Marketing Performance).
Fad or Future article, 75% of job seekers agree that 2. Recognise the “quick fixes” – the majority of
companies should develop more talent pools to marketing departments already have an established
keep job seekers up to date on company information “route to market” for your product/service offering
including job alerts and other announcements. Whilst such as corporate website, social media channels
59% say they would be interested in joining a talent and others. “Piggy back” with them in utilising these
pool to receive updates from an organisation they’d existing routes to markets by activating candidate
like to work for. focused content within their captive audience.
The Fortune 500 companies have successfully 3. Upskill your talent acquisition team or recruiters
implemented the push approach with lessons learnt to think like New Era recruiters, marketers and
in building strong talent networks with passive employer brand ambassadors.
candidates who can easily be converted into 4. Get your HR team to relook at your outdated
successfully placed employees. Why? Because systems, processes and overused document
they’ve kept prospective candidates engaged, templates and revise all job descriptions,
advertisements, your EVP (employer value
nurtured and informed along the way. proposition), and research surveys.
5. Run a competitor analysis and take the time
Enabling Recruitment Marketing to gather insights on whether you are suitably
through innovative technologies positioned and whether you come out tops as an
Here in South Africa some companies are relying Employer of Choice (reviews on Glassdoor, social
on independent, standalone recruitment marketing media channels), informed as to why you are
solutions such as sourcing systems (searching within retaining/losing valued employees.
their Applicant Tracking Systems), job distribution 6. Look at whether the Metrics/KPI’s you are
systems (Hootsuite), Pay-per-click systems (LinkedIn presently utilising are providing you with sufficient
and Indeed.com) to assist them with their recruitment and detailed insights in converting candidates to
marketing initiatives. However, as companies start applicants.
recognizing the relevance in recruitment marketing, 7. Question how proactive you are in building your
so will they start reaching out for best-in-class talent network versus reactively “pulling” potential
automated systems which will integrate all these candidates towards you only if and when you
capabilities, backed with insightful analytics to assist have job openings. Thereafter, build a recruitment
them in winning talent. marketing strategy to build your Employer Brand
Presence before going out to market to hire talent!
Key takeaways The world of talent acquisition is becoming
1. The Candidate Journey is very topical within the increasingly dynamic. In order for you to remain
HR circle and is central to executing a compelling relevant, you need to become mindful and get the
recruitment marketing strategy. Take the time to think basics right in order to embrace the massive shift in
like a candidate and search for company content our new digital world of work.
and any open job opportunities. Doing this self-
audit will soon provide you with a reality check on
how you feature as an Employer of Choice. (Take a Celeste Sirin is the Managing Director of Strategy
look at page 20 and 21 of Jobvite’s 2018 Recruiting Recruitment Marketing, www.strategy-rm.co.za.

HR FUTURE · JUNE 2018 37