Are You Leveraging Recruitment Marketing for Improved Candidate Experience?
Candidate relationship management and the candidate experience are no longer buzzwords. It doesn’t take extensive research to know that offering a positive candidate experience to potential employees can change how they feel about your company and what they say about your employer brand. Equating the candidate (and the employee) experience with customer experience has gone beyond theory and now requires practical applications. The two need an equal amount of attention to help a business thrive.
What Is the Current State of Recruitment Marketing at Fortune 500 Companies?
SmashFly, a part of Symphony Talent, just released its 2020 Recruitment Marketing Benchmarks Report, where it assessed the social channels, talent networks, and career sites of 2019 Fortune 500 companies, between August to October 2019. Here’s what it found.
1. Finally, career sites are mobile-friendly
Interestingly, the first Apple phone came out 11 years ago. And now, in 2020, SmashFly found that 90% of Fortune 500 companies offer mobile-friendly job searches. This, the report finds, has been spurred by the increase in the number of hourly workers companies now hire and by Google’s algorithm changes that prioritize mobile-friendly sites in searches.
2. Job descriptions are still not getting the attention they deserve
Not enough attention is being paid to the quality and content of job descriptions. Only 14% of companies supplement job postings with images and video, overlooking the importance of visual content in attracting candidates. In addition, only 65% have diverse content on their career pages.
3. Talent networks are being heavily overlooked
Companies are also not leveraging talent networks. Companies and job boards use talent networks to build candidate pools. Candidates can join talent networks even if they are not necessarily interested in applying for a job just yet. With these talent networks, companies can nurture talent, assess talent skills and qualifications, and build leads for the future. When candidates opt-in to talent networks, they are sent automated email reminders to complete applications when they do apply.
However, the report found that only 10% of automated emails for candidates who apply for jobs.
The report finds that currently, candidates can show interest in a company only by being forced to apply for a job with the company. As of now, only 43% of companies offer a talent network opt-in.
4. Recruitment marketing pays off
Most importantly, the report reveals that when a company invests in recruitment marketing efforts, it has been found to generate higher revenue and achieve higher average Glassdoor ratings. Some recruitment marketing pioneers mentioned in the Fortune 500 list of analyzed websites include CVS Health Corp., Hilton Worldwide Holdings Inc., and Stryker Corp., among others.
How Companies Can Expedite Their Recruitment Marketing Efforts
“At its simplest, recruitment marketing is having the right stories to share, the right technology/channels to share them, and the right skills/team to understand target talent, experiment, and iterate,” says Mayer.
To take ownership of recruitment marketing in your organization, Mayer recommends:
- Building a consistent foundation of brand messaging, impactful employee stories, and specific job family content
- Using emerging recruitment marketing technology, candidate relationship management software, conversational bots to heighten the candidate experience
- Promoting the foundational content in unique, personalized ways to their talent pool/network and thus building the employer brand
Does Every Company Need a Recruitment Marketing Strategy and Budget?
“100% yes,” affirms Mayer. “Recruitment marketing is synonymous with talent acquisition, especially given more and more people are looking for careers, companies, and teams they love, not just a job to get by every day,” she adds.
Our bigger concern is whether you need high-end tools and software to engage in recruitment marketing.
“The best part is, while budget helps (believe me, as a marketer I know!), it’s not essential,” says Mayer assuring recruiters belonging to companies of all sizes.
“The smartest talent acquisition teams are using what’s at their fingertips and out-of-the-box thinking to jumpstart their strategy in order to prove ROI for a budget down the road.”
This could just start with leveraging LinkedIn for recruitment marketing, building a simple email marketing program, or leveraging the company career site by exploring how to make job descriptions more captivating and inclusive for diverse talent.
The report recommends that the goal is to get to a point where you can automate the process so that you can diversify your marketing and branding efforts and bring in quality talent. Companies aren’t using recruitment marketing automation technologies yet, says the report, even though the technology has been around for years now.