The Do’s and Don’ts of Recruitment Marketing

There are five main components of a successful recruitment marketing strategy―but not all strategies are created equal. So why not listen to major organizations that are succeeding?

Check off the do’s and banish the don’ts to make your program more engaging and improve your ROI.

DO talk about the work in an impactful way. Lockheed Martin uses content to actually open up conversations with segments of their talent pools. Instead of talking about the job as a “job,” they deep dive into how the specific kind of work will impact a candidate’s interests and career long-term.

DON’T think job ads are enough. Honestly, high-caliber candidates may ignore ads all together. The kind of candidate you want long-term wants to understand experience, impact and value of an organization―the kinds of things that can’t be portrayed through a job ad. Job ads have a place in a diversified recruiting strategy, but relying on them alone will not get it done.

DO tailor, target and refine your messaging. Just as you wouldn’t gravitate to a candidate who sent a one-size-fits-all resume, your candidates aren’t going to be engaged or interested by one-size-fits-all recruitment messaging. Create customized templates with individualized messaging by demographic or skillset and use automation to trigger different responses at different stages.

DON’T use social media for job blasts. A huge pet peeve of mine is to see organizations using social media to mass blast jobs―over and over and over again. If you see that your timeline only consists of automated job listings, you’re not using social effectively. Take a note from NPR―they focus on employer branding content to engage candidates on common interests and only post one job-related status each day.

DO measure everything. You can’t understand your results―or improve them―without a consistent effort and system to measure your data. You’ll need a technology platform that can track all of your campaigns and initiatives end-to-end, but first you’ll need to first understand your goals and objectives for success. Some KPIs to consider: volume & exposure, engagement and baselines.

DON’T be afraid of technology. It takes time to research, time to test and time to implement and train (plus, yes, some monetary investment). But in the long-term, Recruitment Marketing Platforms will (not can) save you time, increase efficiency and optimize tracking and results. Simply put, they will help you DO all the “do’s” listed above.


There are more where these came from. The full analyst report with Brandon Hall Group covers more in-depth examples from Lockheed Martin and CDW, as well as ways to begin and refine measurement. Download it now.

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