iRecruit Recruitment Marketing 101 Training

Applicant Tracking & Onboarding
Software
Recruitment Marketing 101
Recruitment Marketing Strategies You Can Use Today
www.iRecruit-Software.com
iRecruit TM

Recruitment Marketing 101
1.
1. What is Recruitment Marketing?
2. The Impact of Recruitment Marketing on Employers.
3. What Is the Recruitment Marketing Funnel?
4. Best Practices: How your Applicant Tracking Software
(ATS) can be used for Recruitment Marketing.
5. Techniques and Strategies To Implement Today.
6. Creating and Using Social Media Content to Nurture
Prospective candidates.
7. How does Recruitment Marketing Improve the
Candidate Experience?
8. Q&A

What Is Recruitment Marketing?
2.
Recruitment marketing is a
combination of strategies
and tactics an organization
uses to find, attract, engage
and nurture talent before
they apply for a job, called
the pre-applicant phase of
talent acquisition.
Employer
Branding
Recruitment
Advertising
Recruitment
Marketing

The Impact of Recruitment Marketing on Employers
3.
• Customer Service Approach to
Recruiting
• Competition is Fierce for Qualified
Talent
• Having to work harder to attract
and retain employees

How has the importance of recruitment marketing changed over the last two
years?
19%
44%
28%
5%4%
It has become much more important
It has become more important
Its importance has stayed about the same
It has become less important
It has become much less important
Value Percent Count
It has become much more important 19.6% 100
It has become more important 43.6% 222
Its importance has stayed about the same 28.1% 143
It has become less important 4.7% 24
It has become much less important 3.9% 20
Totals 509
4.www.iRecruit-Software.com

What trends do you think are primarily behind the growth of recruitment marketing?
Value Percent Count
The tightening of today's labor market 52.1% 172
The entry of the Millennial generation into the
workforce
63.3% 209
The growing importance of social media 66.7% 220
Media hype about such solutions 16.1% 53
The need to integrate online recruitment tools
(job boards, career centers, etc.)
55.2% 182
Stiff competition for talent 66.7% 220
Technological improvements 59.1% 195
Paradigm shifts about how employers view
recruitment
45.8% 151
Other - Write In 2.1% 7

Which of the following are included in your job marketing processes?
Career site (i.e., all of
the organization's
employment sites)
Employee referrals
(i.e., finding leads in
the company's
human network)
Recruiting events
(i.e., events such as
job fairs and
webinars, online or in
per
SMS recruiting (i.e.,
using text messages
on mobile devices)
Social recruiting (i.e.,
use social media to
post jobs and get
leads)
Sourcing (i.e., the
process of generating
leads)
None of the above Other - Write In
71.6%
54.3%
4.7%
0.3%
73%
12%
60.2%
40.1%
6.

iRecruit
Apply
Post Job
Review
Interview
Offer
Hire
Past Recruiting Process “Post and Pray”
?

The Recruitment Marketing Funnel
Awareness
Interest
Active Search
Application
Evaluation
Hire

AWARENESS
1. Company Website – don’t hide your career
center
2. Job Boards and Aggregators – Monster,
Indeed, ZipRecruiter, Google.
3. Use Social Media – go where your audience is
4. Community Events – Job Fairs
5. College Networking
6. Paid Advertising (Google, Facebook, LinkedIn,
Newspapers)
7. Being in the news

AWARENESS
10.
1. Company Website – don’t hide your career
center
2. Job Boards and Aggregators – Google, Indeed
3. Use Social Media – go where your audience is
4. Community Events – Job Fairs
5. College Networking
6. Paid Advertising (Google, Facebook, LinkedIn,
Newspapers)
7. Being in the news
8. Multi-lingual population

INTEREST – Nurture your Prospects
11.
1. Join Talent Network
2. Email Newsletter listing jobs and
company news (opt-in)
3. Text Alerts for jobs or news (opt-in)
4. Share Social Media Content
5. Video – About Us

ACTIVE SEARCH
1. Be FINDABLE on Google, Indeed,
ZipRecruiter, Monster etc.
2. Be VISIBLE on your company website.
3. Search Engine Optimization – write your job
descriptions to capture interest.
– Use searchable terms not vague internal
only titles “Adm Ast. II”
– Include video content.
– Make it easy to read – use scannable lists
4. Call to Action – Apply Now / Join Newsletter
/ Talent Network

APPLICATION
13.
APPLICATION – Applicant finally reaches their destination
and submits their information for your job.
NURTURE – Continue to communicate with candidate
throughout your hiring stages.
UPDATE – Use text message or email to update candidate
on status – or if there is any delay.
INFORM – Use your career portal or candidate
communications to share useful information about the
benefits of working with you.

EVALUATION – Continue to Communicate
14.
Evaluation – Compare applicants side by side.
Interviewing
• Make sure candidate has instructions on what to bring, what to
wear, how to get there, and who they will meet.
• Don’t be vague about what happens after the interview. Be as
transparent as possible.
Not Hiring – let the candidate know. Also, if not already in your talent
network, let them know how to join.

HIRE
15.
Congratulations and Welcome!
• Recruitment Marketing doesn’t stop when you hire
someone. Your employment brand message
continues through electronic onboarding, using
welcome emails, and employee handbook and well
into the new hire’s tenure with your organization.
• Show your new hires some LOVE on their
first day!
–Managers need to prepare
–Desk is set up / equipment available
–Make introductions
Welcome!

The Recruitment Marketing Funnel
Awareness
Interest
Active Search
Application
Evaluation
Hire

ATS Best Practices: How your ATS Can Be Used
17.
 A single point of entry.
Use as a CRM – collect contacts/leads to nurture.
Communications – email blasts and newsletters.
Automated correspondence.
Career Website/Portal – used as a branding tool, your
message, your videos, your content as a great place to
work.
Employee Referrals – track referrals through your ATS.

ATS Best Practices: CRM
18.
• A CRM is a “Customer Relationship
Management” software. Your ATS can act as a
CRM by collecting contacts/leads to nurture.
• Use a mobile friendly “short form” application
– only collecting basic info from candidates.

ATS Best Practices: Communicate!
19.
Communications – email blasts and newsletters.
Your ATS is a valuable source of leads, neatly
organized by job.
Send targeted email blasts to candidates to advertise
available roles.
Send your employment newsletter.
Stay in touch with candidates, by spoon feeding
them useful information about your organization.
*Don’t forget to ask permission to contact via email!

ATS Best Practices: Career Page
20.
Career Website/Portal – used as a branding tool, your
message, your videos, your content as a great place to work.
Don’t hide on your website, the fewer clicks the better.
Use Video to tell a story.
Job Descriptions – review and make sure are relevant to
the person you want to hire, and keyword rich.
Make it easy to apply – short mobile friendly application.
If applicant is not ready to apply, make it easy to stay in
touch.

Employer
Branding
Recruitment
Advertising
Recruitment
Marketing
Career Site: 8 Things to Do Today!
21.
1. Company Values & Culture
Applicants want to visit your website to
learn more about your company before
they consider applying.
What’s it like working at your company?
What is the employee culture like? This is
how you let applicants know you are an
Employer of Choice.

22.
2. About Us Video
Tell your brand story with video
content.
• About Us Video
• Video Job Description
• Tour your facilities

23.
3. Diversity / Equal Opportunity Employment
Statement
All company career websites should include a
statement that you are an Equal Opportunity
Employer.

24.
4. Job Application & Available Job Openings (linked with
your Applicant Tracking Software)
• Use your applicant tracking software to keep your list of
open jobs as fresh as possible. Highlight new or featured
positions.
• If you’re not currently hiring, you can still solicit resumes
and interest for future consideration or for your talent
network.
• Employment Application forms should be kept as simple as
possible to make it easy-to-use, mobile and candidate
friendly.

25.
5. Employee Benefits
• Above and beyond company culture, what are the benefits
of working with your company?
• Do you offer Health Insurance, Dental Insurance, 401(k),
Education Reimbursement, Holiday and Vacation Pay or
Pizza on Friday afternoons?
• Listing all your employee benefits makes your company
more attractive to passive candidates than companies that
do not list any benefits. Don’t hide this information, make
it visible and easy to find.

6. Social Networking Links
• Take advantage of your own built-in audience to attract
and engage passive candidates using social media.
• Sharing your job openings and content, on these
networks, and asking for your friends, colleagues and
followers to share your posts can help build an audience
of passive candidates and contributes overall to building
your employment brand.

27.
7. Newsletter Sign Up
• You may not have an opening that the potential candidate
is currently interested in. That doesn’t mean you should
miss a chance to connect with them.
• A weekly or monthly newsletter is a great way to keep in
touch with potential candidates to let them know when
you have new positions available.

8. Add a Chat
Bot
Get
interactive,
respond to
questions
instantly.
www.iRecruit-Software.com 28.

Techniques and Strategies To Implement Today
29.
• Social Recruitment: Thriving on the reach and popularity of
social media, many recruiters are going the social media way to
attract top talents.
• Building relationship with top talent: Ensued by social media
way of hiring, getting closer to candidates and building
meaningful relationship with them are emerging trends. This is
an ongoing process of creating a talent pool, by focusing on
prospective candidates, even those that aren’t looking for a
career move but still like to be in the know of potential jobs at
your organization.
• Applicant tracking systems (ATS) : Recruiters are turning to
recruitment software to help them increase the efficiency of the
process.

Techniques and Strategies To Implement Today
30.
1. Branding and Messaging Consistent Across All
Communication Channels
2. Spruce up your Careers Page and make it easy to
find
3. Live Chat Bot
4. Rewrite Job Descriptions/Advertisements to
support brand message and include a strong call
to action
5. Share Social Media Content
6. Show Career Pathways

Career Pathways
Video tour of facility.Video tour of facility.
Great way for
Entry Level
employees to see
a future with your
organization

Career Pathways
Shows the progression
from entry level
associate to CEO!

Career Pathways
Works for almost
any type of role.

Nurture Candidates with Social Media Content
34.
1. ABC Company Is Hiring…. #wearehiring
2. In the news….
3. Message from the C.E.O.
4. About Us Video.
5. In the community or volunteering.
6. Spotlight an employee or a role.
7. Share a great review you received.
8. A completed project that your organization worked on.
9. Industry news.
10.Video tour of facility.

Nurture Candidates with Social Media Content
35.
11.Video job descriptions.
12.Blog Posts.
13.Notice of industry events you will attend.
14.Photo of events attended.
15.Job Fair or Open House Alert.
16.Any industry or local awards received.
17.FAQ About Applying for You.
18.Benefits you offer.
19.Your innovations.
20.Interview with employee about job/role.
21.Show Career Paths/Pathways.

Keep Tabs on Your Competition
Check out what your competition is doing right (and
wrong).
Do they have any ideas you can borrow?
McDonalds vs Burger King– they both are exactly the
same, they pay the same, same locations, have the same
type of positions. So why would an applicant choose one
over the other? Sometimes it’s as simple as making sure
people know you’re hiring.

What do you view as the primary benefits of recruitment marketing?
Differentiate
talent
segments
Fill jobs more
quickly
Identify
qualified
candidates
Market to
targeted talent
segments
Passive
candidate
engagement
Talent
community
development
Target specific
candidates
There are no
benefits
Other - Write In
Differentiate talent segments
Fill jobs more quickly
Identify qualified candidates
Market to targeted talent segments
Passive candidate engagement
Talent community development
Target specific candidates
There are no benefits
Other - Write In
58.6%
0.9%
38.1%
56.8%
72.4%
52%
37.2%
50.5%
1.5%

How does Recruitment Marketing Improve the Candidate Experience?
Continuous leads through ATS and Talent Network
Content Sharing across channels nurtures candidates and
reinforces brand message
Shorter employment application – make it easy to apply
and mobile friendly
Communication makes for happier candidates – don’t
become a black hole!
Career center is the number one place candidates will go
to find out more about you. Make your message count!
Recruitment Marketing does not end with hire – continue
messaging throughout employee life cycle

Questions?
Continuous leads through ATS and Talent Network
Content Sharing across channels nurtures candidates and
reinforces brand message
Shorter employment application – make it easy to apply
and mobile friendly
Communication makes for happier candidates – don’t
become a black hole!
Career center is the number one place candidates will go
to find out more about you. Make your message count!
Recruitment Marketing does not end with hire – continue
messaging throughout employee life cycle

1-860-269-0959
lstrong@iRecruit-Software.com
Find Us:
321 Main Street
Farmington, CT 06032
Thank You!
iRecruit TM

iRecruit Recruitment Marketing 101 Training

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to iRecruit Recruitment Marketing 101 Training

Similar to iRecruit Recruitment Marketing 101 Training (20)

iRecruit Recruitment Marketing 101 Training