No one could have anticipated what transpired in 2020. No matter which profession, vertical, or location you were working in, you felt the rule change —“business as usual” became unusual. Even those who thought they had their fingers on the pulse of trends and movements are now in perpetual evolution; the business landscape is changing at a rapid pace, so continuous adaptation is necessary to remain relevant.
Recruitment marketing is no different. Previously, frequent concerns included time to hire, expenses, and understanding how to best attract talent.
Now, today’s recruitment teams are focused on management and asserting their appeal with a strong employer brand. While the changes in the recruitment landscape indefinitely creates some challenges, this time is also presenting new opportunities for companies to rethink their strategies and innovate their tactics.
3 Trends in Recruitment Marketing
Here’s a quick overview of the top three recruitment marketing learnings that will help employers stay successful through the remainder of 2021.
1) Employer branding is everything.
Furloughs and layoffs have slowed down, but the fact still stands—the job market saw a tremendous downturn in 2020. Candidates are a lot more discerning about the companies at which they are applying, taking into consideration the organization’s narrative, mission, and culture.
If your company was one that had to reduce its workforce over the past year, managing your organization’s brand should be your team’s most critical concern in the coming months. Be thoughtful in your messaging, focus on how you can make your company’s story more appealing to your potential hires and pay close attention to the way in which your story is received. Defining and marketing your organization’s EVX, or employment value experience, can elevate your story by conveying your company’s employee experience—whether you’re highlighting the diverse and inclusive culture, the growth and learning opportunities, or the employment perks. This messaging can help align candidates and employers, ensuring that those interested in helping your organization thrive are engaged from the very beginning of the recruitment and hiring process.
2) Get current employees in on the narrative.
As you craft and promote your company’s story in the coming months, remember that current employees are your best brand ambassadors. Hearing testimonials and experiences from people who work within the company establishes trust and credibility. Encourage your team of colleagues to share their experiences working at your company on sites like Indeed, Glassdoor and LinkedIn.
It is this type of engagement that helps potential candidates see how they would potentially fit within your culture—and how they can potentially make an impact.
3) Get social!
One of the most obvious changes in recruitment marketing is the power of social media. Due to the digitally evolving landscape, social media has become a critical component of defining and promoting an employer brand. Social media allows organizations to engage with candidates in creative and unique ways, publishing visually appealing and fun content that showcases a brand’s personality as well as its heart. It’s proven an effective tool for recruiters, as it connects companies with prospects in a more organic, authentic way.
Navigating these Changes is Possible
In order to be successful in recruitment, marketing teams and recruitment teams must work together to build an employer story that resonates in a cluttered market. By spending the time and resources to accurately define your employer brand, engage your employees as brand advocates, and utilize social media to spread the word in innovative ways, your organization will undoubtedly find, engage and convert potential candidates into new, contributing employees and future leaders.