We all have seen how the past two years played out. If you’re not nimble in unforeseen situations, it would be difficult to bounce back or even just stay afloat. The same idea applies to any field, including the recruitment industry.
In this fast-changing and unpredictable world, the recruitment industry will need to face challenges head-on to survive and thrive. So, staffing agencies must step up in adopting a new mindset and fresh strategies. How? Let’s look at recruitment marketing and how it can be a strategic move for you this 2022.
This year, recruitment marketing will undoubtedly play a critical role in staffing agency strategies. However, before we delve deeper into recruitment marketing, you might want to consider some notes on how recruitment has drastically changed in the past ten years. Here are our top picks which could help inform your strategy better.
- Job Seekers Availability In The Job Market
By the end of 2022, the unemployment rate forecast is 3.8 percent. That’s an evident improvement from when the pandemic hit, where the unemployment rate rose to 13 percent in Q2 of 2020. So, if the low unemployment rate continues, reaching and convincing top professionals to leave their jobs will need a more strategic approach.
- Movements Into The Digital Landscape
You can now do recruitment online. As recruitment becomes more and more digitized, staffing agencies will need to improve online and offline recruiting processes. Another consideration with this mix is the consistency of experience. You’ll have to ensure that all offline and online touchpoints are seamlessly integrated.
- New Channels For Recruiting
Using social media and other platforms for recruiting has become prominent in the past few years. Luckily, with platforms like LinkedIn and Upwork, you can quickly get access to a talent pool. Facebook has also become a commonly used platform for job postings and connecting with candidates. At some point, “#hiring” was trending on Twitter! These digital channels are what you might want to look into as part of your strategy.
- Tighter Competition
Due to a decrease in jobless candidates on the market, there will be stiffer competition among staffing agencies. Therefore, agencies would need to persuade candidates harder why they should work specifically with them. Don’t forget to include this in your strategic approaches.
- New Recruitment Strategies
A notable new strategy is recruitment marketing. Staffing agencies are now more mindful that recruitment goes beyond sourcing talented professionals. With recruitment marketing, you’ll be reminded that you are responsible for the entire recruitment cycle, from attracting candidates to retaining them for the long haul.
What Is Recruitment Marketing?
Recruitment marketing combines tactics, tools, and methodologies used by staffing agencies to engage and nurture talented professionals. It aims to attract top candidates by building awareness and visibility around an agency’s brand and culture.
Recruitment Marketing Components
As mentioned in its definition above, recruitment marketing is a combination of different components. It’s not a one-person job. You’ll need to familiarize yourself with these components should you want to prioritize recruitment marketing.
- Employer Branding. Employer branding is the process of communicating a company’s culture and value proposition to job seekers, employees, and key stakeholders. It encompasses all efforts to position an agency or organization as an employer of choice.
- Inbound Recruiting. This component entails coming up with engaging and informative content to attract candidates. This includes maintaining a company blog, profiling your current human resources, and showcasing ongoing or completed projects.
- Target Candidate Talent Acquisition. You can customize your advertising and content marketing strategies to target a specific pool of candidates. With target candidate talent acquisition, you’d be able to identify professionals best-suited for the role. To put it simply, it makes your agency’s “job match-making” efforts both efficient and effective.
- Social Media Recruiting. To connect with candidates, staffing agencies need to be present in platforms that their target professionals frequent. Social media recruiting uses social media platforms and other social networks to reach candidates and convey employer messages.
- Candidate Engagement and Experience. Engagement and experience are processes that go hand-in-hand. They both aim to keep your potential candidate engaged with your brand throughout the recruitment cycle. To ensure a positive candidate experience, you must build multiple positive points of contact and engagement. This involves email campaigns, newsletters, career site openings, interviews, and open feedback.
- Recruitment Analytics. Recruitment analytics is the process of tracking and measuring data. This involves measuring conversion rates, source of candidates, hire rates per source, campaign performance, and qualified applicant returns. This component helps tell which of your strategies work best and which need improvement.
Benefits of Recruitment Marketing
- Stronger Agency Branding
Recruitment marketing helps you send out a message that captures the essence of your agency’s purpose and mission. Because more than your offered benefits, it’s your brand that appeals to job seekers. By leveraging the right content on the right platforms, you can effectively market your brand.
The goal is to send a message that working with you is the best career choice for a candidate. You can do this through nurturing campaigns and showing a strong employee value proposition. Recruitment marketing strategies also give you a concrete way to measure and assess your success.
- Optimized Candidate Experience
A candidate’s holistic experience with your agency starts the first time they encounter your brand. Whatever stage that is, candidates will decide whether to engage with you or not. To influence further interaction, the first impression you give out is crucial.
Recruitment marketing allows an agency to curate personalized and customized content. Depending on the strategy, agencies can have the edge in reaching a targeted audience and influencing a candidate’s decision-making. Overall, staffing agencies use recruitment marketing to give candidates a positive experience.
- Improved Quality of Hire
Top hires must first take a keen interest in your message so that you can start a connection with them. Often, high-quality candidates visit the websites of staffing agencies but are not ready to take the first step of engaging. By improving your branding through recruitment marketing strategies, reaching and relating with top professionals become easier.
Setting up a professional network that converts candidates into leads gives your staffing agency an edge. Basically, implementing an effective marketing campaign helps you convert a lead from “just browsing” to an “I want to be a part of this.” Then, once they take the plunge, moving these candidates through the employment funnel will be a breeze, as long as you have the right strategies in place.
- Strategic Alignment
Recruitment marketing aims to help you adapt to the changes in the recruiting landscape. Having an overall strategy aligns all components of your implementation and makes your thinking and execution cohesive. Your staffing agency can become resilient in playing the long game through recruitment marketing.
- Faster Employment Cycle
Both a company and a candidate must not be left waiting. Time wasted is money wasted. Recruitment marketing campaigns help you build a candidate pipeline that matches your client companies. This pipeline gives a staffing agency the breathing room of not starting from scratch every single time there’s an opening.
- Reduced Operational Costs
The right recruitment marketing strategy can help you track and measure the success of your campaigns. In addition, analytics can help you point out where your approaches work and where you’re wasting resources. Through these insights, you can prioritize time and resources allocation to those that make your methods efficient and effective.
- Increased Diversity
One of the many challenges employers face is meeting diversity requirements. However, with recruitment marketing, a staffing agency can be proactive about the personas of the candidates they’re targeting. This ensures the professionals you onboard will be more diverse.
GET THE SUPPORT YOUR STAFFING AGENCY NEEDS TODAY
Allied Insight understands the importance of innovating your staffing agency’s marketing strategies. We’re here to help, so leave the heavy lifting to us! We deliver strategic recruitment marketing solutions to bring your staffing agency to greater heights.
Your goals are our goals! We can help analyze, strategize, implement, evaluate, and improve your staffing agency’s marketing efforts. With your values and culture in mind, we will elevate your branding, messaging, and credibility in today’s digital landscape.
Take that first step and let Allied Insight increase your staffing agency’s chances of being at the top. Contact us today!