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Recruitment marketing is every strategy and tactic an organization uses to find, attract, engage and nurture talent before they apply for a job, called the pre-applicant phase of talent acquisition.

Analyst firm Brandon Hall Group defines recruitment marketing as as all activities and strategies aimed at building and maintaining employer brand, extending reach and exposure of career opportunities, building and nurturing candidate relationships, and all management of messaging and advertising of talent acquisition efforts.

The focus is initiating relationships with candidates prior to talent needs and beyond job openings by engaging them through the many touch points of the modern job search. The goal of a recruitment marketing strategy is to increase the number of qualified candidates in an organization’s talent pipeline. Bersin by Deloitte defines a talent pipeline as an organization’s ongoing need to have a pool of talent that is readily available to fill positions at all levels of management (as well as other key positions) as the company grows. In contrast, traditional recruitment is focused on the immediate need of filling a specific job requisition.

A recruitment marketing strategy leverages principles of inbound marketing and integrates messaging across the employer brand, job distribution (through websites boards like Indeed, SimplyHired, CareerBuilder and more), SEO, mobile, landing pages, content marketing, career sites, social media marketing, employee referrals and email marketing to reach and engage potential candidates to opt-in to an employer’s talent network. Once in the CRM (Candidate Relationship Management), the focus is building relationships and nurturing candidates through personalized content, alerts and calls-to-action to send them relevant information, as well as job openings.

By tracking, measuring and analyzing the effectiveness of recruiting efforts, recruitment marketing is turning talent acquisition into a data-driven function that consistently and predictably drives more qualified leads into the hiring funnel.

Evolution of Recruiting to Recruitment Marketing

Business in all facets has largely turned “inbound” in the last decade―customers are finding their own paths to services, products and companies versus companies using ads to disruptively get in front of potential customers. Inbound marketing has been the most successful marketing method for doing business in recent years because companies are creating value and interest for prospective customers, turning them into loyal and long-term advocates. HubSpot notes that inbound marketers who measure ROI are more than 12 times more likely to be generating a greater year-over-year return.

Marketing teams have thus transformed and expanded, adding new positions like content strategist and digital analyst, and expertise in social media, SEO and demand generation. The modern marketing team has key roles with specific knowledge in efforts that will attract more interested leads through broader channels, and more importantly, will nurture them into qualified prospects to deliver to sales.

To create differentiation and improve candidate engagement, recruiting is using marketing tactics with similar functions and strategies. While there has always been an element of marketing in a good recruiting process, historically it has never been the core, and departments have been siloed between marketing and HR. Now, however, the talent acquisition industry is seeing marketing and recruiting becoming intertwined, with recruitment marketing emerging both as a distinct discipline and a core competency affecting every part of the talent acquisition cycle.

The Consumerization of the Candidate Experience

The dynamic between candidates and employers is changing rapidly. With falling unemployment rates and increased job opportunities, rampant social media usage and proliferation of content, candidates are now in control of the career search experience.

Just as the internet, social media, online reviews and mobile devices changed the way consumers shop for products and services, these technologies also have changed the way candidates search for jobs. Candidates are behaving like consumers. They are consistently evaluating an employer based on its brand, communication tone, network connections and the candidate experience, and this perception heavily influences their next career decisions. And candidates are far more subjective. They’re easily influenced by what they hear about companies from friends and what they read about on social media–so organizations need to make sure that they’re providing a great candidate experience.<refhttp://blog.seed.jobs/2015/02/recruitment-marketing-expert-review/

In light of this reality, the role of the recruiter has evolved dramatically. Acting more like talent advisors, recruiting is less about the one-and-done permanency of the past and more about brokering the right career opportunities at precisely the right moment when qualified candidates are ready for their next move.

Technology

There are numerous technologies that are used to support recruitment marketing. These include:

Recruitment Marketing Platforms (includes CRM)
 * CareerBuilder
 * Findly
 * SmashFly Technologies
 * Talemetry

Recruitment CRM
 * Avature
 * AIRS Sourcepoint
 * JobVite
 * TalentReef

Job Distribution
 * Broadbean
 * eQuest
 * JobTarget

Career Site/SEO/Talent Community
 * Ascendify
 * BraveNewTalent
 * Jobs2Web (now SuccessFactors)
 * TalentBrew

Mobile Apply/Capture
 * iMomentous
 * Jibe
 * Mobolt (now Indeed)

Social Recruiting
 * DICE Open Web
 * Entelo
 * Gild
 * TalentBin (now Monster)
 * TweetMyJobs
 * Work4Labs

Employee Referrals
 * EmployeeReferrals.com
 * GooodJob
 * JobVite
 * Rolepoint
 * Taleo Social Source (now Oracle)
 * ZALP
 * Zao