The document discusses technology trends in recruitment marketing. It covers new candidate journeys, the need for a recruitment marketing strategy to address challenges like increased competition and candidate market shifts. It emphasizes using segmentation to identify personas like ambitious marketing directors. It also stresses using a multi-channel engagement strategy across platforms to build trust and relationships through compelling, consistent content and measuring effectiveness through analytics. The overall message is that a strategic approach to recruitment marketing is needed to delight candidates in every experience.

1. Technology Trends
in Recruitment
Marketing
Clair Bush
International Marketing Director

2. Clair Bush
International
Marketing Director
Bullhorn
clair.bush@bullhorn.com
@clairbush | in/clairbush

3. DELIVERING AN
INCREDIBLE
CUSTOMER
EXPERIENCE

4. New(ish) Candidate Journey
Moment of Truth Marketing
Source: Google Squared Digital Marketing Diploma

5. Recruitment Marketing
Strategy Development
Who?
Where?
How?
What?

6. Why?
Why do you need a
marketing strategy?

7. 60%
“We’re seeing more
counter offers with too
many agencies
competing in the same
market pool.”
Increased competition
“Too many recruitment
companies are
'spamming' CVs before
talking to candidates.”
Poor industry practices
“Increase in candidates
looking for contract
only roles.” And “less
candidate loyalty.”
Candidate market shifts
“Fewer firms using agencies
and instead using in house
RPO/internal teams.”
Client market shifts
“Low candidate supply
and availability; client
budgets haven't grown
with the skills shortage.”
Inadequate budgets
Working Smarter or Just Harder?
Source: Bullhorn UK Recruitment Trends 2017

8. Who?
Let’s talk about
Segmentation

9. Talent Shortages

10. • Helps bring to life your existing
clients
• You can relate to their
motivations
• Internal buy-in to the business
& marketing strategy
• Use the data you have within
your CRM
Benefits of
Persona Mapping

11. Age: 32
Lifestyle: Lives in Shoreditch, with partner, enjoys
socialising and she plays football on weekends.
Over 10yrs experience in industry, 5 as a senior
manager. Ambitious, technically savvy and is an
influencer on Twitter for FMCG Marketing best
practice.
Contact history:
#1 Download white paper on Data Protection
Regulations
#2 Invited & attended: First Thursday event & met our
Recruitment leaders
#3 Registered her CV
#4 Called in job: Content Marketing Specialist -
exclusive
Kate: Marketing
Director at FMCG

12. Focus, target
high-yield accounts
Used to take an
enormous amount of time
Predict which
activities perform
Advances in
digital marketing
Technology, vision,
data sources & automation
Curate the best
messaging
Benefits of Account Based Marketing

13. Where?
Let’s talk about
Engagement

14. Reach
Visibility
Accuracy
Long term
Cost-effective
Efficiency
Consistency
Re-purpose
Frequency
Reputation
Following
Brand loyalty
Growth
Integrated
Benefits of a Multi-channel
Engagement Strategy
SEO, Text Ads, Banner Ads, Retargeting,
Affiliate networks, Social Networks, Emails,
Texts, Websites, Mobile, Print and TV

15. “Existing candidates are
ranked as THE BEST SOURCE,
but ACCOUNT FOR LESS
THAN HALF of placements for
58% of UK agencies.”
Source: Bullhorn UK Recruitment Trends 2017

16. How?
Let’s talk about
Content

17. Content should be:
Compelling
Concise
Consistent
Call to Action
Storytelling
Build trust
Build your reputation
Relationship Development
through Content
Adverts, blog, website, collateral, events,
presentations

18. What?
Let’s talk about
Analytics

19. Things to measure:
Traffic & Goals
Campaign success
Application process
Placement results
Candidate engagement
Account penetration
Share of jobs / sector / industry
Measure your
effectiveness
CRM, ATS, Google Analytics,
Social Sharing, CMS

20. ”Look to delight in
every experience!”
Peter Linas,
International Managing Director
BULLHORN

21. Thank you!
Clair Bush
International Marketing Director
Bullhorn
clair.bush@bullhorn.com
@clairbush | in/clairbush