“Recruiters are now marketers – they just need to think like them!” Guest blog by Brogan Lovatt
If you’d have spoken to me five years ago and said, ‘You’ll be working in marketing before long!’ I’d have laughed in your face.
I was climbing the career ladder in corporate recruitment, managing three teams and determined to become the youngest director in the companies’ history.
I was a recruiter! That was nothing like marketing.
At first glance, recruitment and marketing seem worlds away with barely anything in common. It doesn’t take a lot of digging though, to see that today’s potential candidates employ similar tactics as buyers do when considering new products or services.
If you’re a recruiter, you should already know that your clients and candidates have been driving change for the last few years. The days are gone where you could just reach out on LinkedIn or post a job ad, sit back and wait for the applications to roll in.
Huh, recruitment is like marketing?
As a recruiter, you need to stand out and use innovative channels to find your audience. Use these to start real and meaningful conversations with them. Just like a marketer!
In our ever-changing, digital world, recruiters are now marketers, and if you don’t think so – you’re wrong.
Recruitment is all about using marketing tactics and techniques to attract, hire and retain candidates and clients.
So, without realising: using social media, content marketing, email nurturing, video, referrals, employer branding, events and data analytics – I was already grooming myself into a marketer.
A recruiter’s role is to turn an applicant into a hire. Just the same as a marketer converting leads into a sale.
The Changing Recruitment Environment
The way that people search for and apply for jobs is entirely different now from how it was. Which means you need to know where they are spending time. Plus, how and when to communicate with them to stay successful as a recruiter.
Like a marketer, you need to understand your audience and how to reach them using personal and relevant conversations.
The biggest mistakes I saw recruiters make in my eight-years of experience were people just doing what their competitors are doing. Without giving thought to the industry’s changing nature and their roles as recruiters.
Start to think like a marketer, and you’ll always be ahead of your ‘that’s the way we’ve always done things’ competitors.
You are fighting for your candidates’ attention, they have options now! Candidates today want purpose, cultural fit and inspired leadership.
Having a strong employer brand, showcasing your existing staff and why they genuinely love working for you. This make it easy for your potential hires to interact with your brand through social media and content marketing.
It is your job to have an online presence to build your digital visibility. You need to become part of the communities where your potential clients and candidates spend their time!
In essence, you need to adopt a marketing mentality.
Digital technology has changed the game forever, if you don’t, you won’t be in the recruitment game for much longer.
Why Does It Matter?
Hiring the right staff is critical for the health and continued success of a business.
Proactive, rather than reactive recruiting, should become the new norm allowing recruiters to attract new talent through employee branding, social media and sharing videos focused on company culture.
Adopting a marketing mindset allows you to create a brand presence, attract candidates through multiple channels and nurture your applicants through a talent acquisition funnel.
No More Word of Mouth Marketing
Marketing channels are increasingly digital-focused, companies are working remotely, everything happens online now.
Sharing, engaging, commenting and interacting with your brand is all done at the click of a button.
Social media is just another marketing channel to make real human connections, start conversations and expose your brand to more potential candidates and clients.
To break away from the pack, you need to act differently and think differently.
Changing Your Mindset
Today buyers complete 70% of the buying process before they even make contact with a real live person.
Great companies are built with great people, so make the most of yours by preparing them to be more like marketers and less like recruiters.
The internet changed the way candidates search for jobs almost precisely the same way it changed the buyer’s journey. In a digital-first world, your employer branding is more important than ever before.
You can apply the same tactics as today’s marketers to reach candidates (and particularly passive candidates) at the candidate journey’s various stages.
Alternatively, you can continue to do the same thing you always have and find yourself becoming redundant in the process.
You don’t have to go the whole hog as I did and move entirely into marketing, but don’t get left behind.
Published: 15th February 2021