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Guide to Recruitment Marketing: How to Win the Race for Talent at Every Stage of the Job Search

Recruiting in a job seeker’s market gets complicated quickly. In addition to stiff competition for quality candidates, employers must consider cultural fit, engagement strategies, and talent attraction strategies that reach beyond the job board. If recruiters don’t zero in on hiring the right person the first time, recruiting costs will skyrocket as retention drops and turnover escalates.

In December of 2019, the Bureau of Labor Statistics reported 6.4 million job openings. That’s down over 10% from the same time last year, but it still outpaces the 5.9 million hires that took place during that month. These numbers often play out in favor of candidates, especially those with high-demand skills. Candidates can afford to be choosy about the positions they accept, and employees don’t have to stick around in a job that isn’t a good fit. With online reviews and social media at their fingertips, they can make decisions based not only on the specifics of the role, but also on what it’s like to actually work for a specific company.

Employers, meanwhile, must compete with hundreds of other companies for qualified talent. People with the right skills might be few and far between. The best candidates will likely receive offers from multiple employers, especially in high demand fields like technology or healthcare. To compete, employers must be more strategic about the ways they find and attract talent.

The stakes are high, and the right hire could make the difference between success and failure in the marketplace. So how can you boost your chances of securing the talent you need?

It starts with recruitment marketing.


Table of Contents

  • What is Recruitment Marketing?
    • The Funnel: How Marketing Intersects with Talent Attraction
    • Why Job Postings Aren't Enough
  • The Starting Gate: Position Yourself for Success with Candidates
    • Candidate Personas: Get to Know Your Ideal Candidate
    • SEO / SEM: Find Your Candidates Online
  • Run the Race: Plan & Execute Your Strategy
    • Awareness
    • Consideration
    • Interest
  • Clock Your Time: Recruitment Marketing Metrics & KPI's

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