Need Talent? How to Use Recruitment Marketing to Attract Top Candidates


Today’s guest post was submitted by Micah Norris of King ROM, a video game HQ. Micah’s point today is that, in light of the Great Resignation and other economic issues, companies need to start having recruitment processes in place to attract top talent. These are also called all-encompassing recruitment marketing approaches if you will. Not just a single-position recruitment process.

POSTED BY: Don Oehlert
Managing Partner,

Legalshield Services

“Practical advice on your next career move.”

This image shows two women agreeing on a hiring decision.
Women discusssing a hiring decision.
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Between the talent gap, economic disruptions related to the COVID-19 pandemic, and changing employee expectations, we’re in a worker’s market where applicants have the upper hand.

In this tight labor market, it’s not enough to list a job and wait for resumes to roll in. Employers need a strategy to find, attract, and engage the most qualified applicants for each role. In other words, employers need to start “recruitment marketing.” From the blog, here’s what that means for your business.

What is recruitment marketing?

Recruitment marketing focuses on building and promoting an employer brand to create a pipeline to attract top talent and candidates. Traditional recruitment, aims to fill specific positions. Recruitment marketing promotes a company as an employer to generate buzz for future hiring needs.

Recruitment marketing occurs in four stages:

  • Generate awareness
  • Increase interest
  • Nurture the decision
  • Drive action
Magnifying glass on the word "Explore." In the context of this article, it illustrates "Generating Awareness." portion of attracting top talent.
Photo by Dominika Roseclay on

Generate Awareness

Awareness increases the visibility of your employer brand. At this stage, candidates aren’t necessarily looking for a new job, but they may be exploring what’s out there.

Awareness content revolves around what’s interesting and useful to your target audience including industry trends, content for career changers, and creative campaigns that grab candidates’ attention. Awareness content works best when it weaves brand personality into imagery, voice, and relatable content and stories.

Don’t limit awareness marketing to online. Networking remains one of the best ways to tap local talent. Attend career fairs and hiring events, get involved in local organizations, or partner with colleges and universities to start an internship or apprenticeship program.

Diverse young people gathering in a studio. Illustrating Increasing Interest in your company ad it's lifestyle.
Photo by Matheus Bertelli on

Increase Interest

After growing awareness of your employer brand, the next step is to attract top talent towards a career change. Show candidates what they have to gain by making the leap with content about interesting projects, company news and events, and work environment and culture.

Social media is a key tool for generating interest and engagement. Tell stories about
employees’ career journeys and create “day in the life” videos for behind-the-scenes glimpses into the company culture. This is also the time to make candidates aware of opportunities at your company. But don’t come on too strong yet. A banner on social profiles and blogs lets candidates know you’re hiring. This means that when they’re ready to start looking your company is top of mind. It’s easy to create banners for Facebook, Twitter, and your website using a banner generator that optimizes banners layout for different platforms.

Nurture the decision

Next is convincing candidates who are ready to make a career change that your company is the right choice. This stage is all about defining your employee value proposition (EVP). Update career webpages and write job descriptions to include detailed information on employee compensation, benefits, professional development opportunities, and company culture and work environment.

An employee referral program is an effective way to promote your EVP. A structured referral program turns happy employees into brand ambassadors who can identify ideal candidates and pitch your employer brand. Referral programs work best with training, meaningful incentives, and technology to facilitate referral conversions.

Black Mercedes Benz car, showing the concept of "Driving Interest" in your company.
Photo by Harrison Haines on

Drive action

Finally, it’s time for candidates to take action and apply for a role at your company. Here, the challenge is to eliminate roadblocks and create a positive candidate experience. Cut out unnecessary application requirements, make sure your career website is user-friendly, and let candidates know what to expect in terms of timeline and communication.

Rather than waiting for candidates to come to you, identify and connect with top candidates directly. This used to mean reaching out directly. These days, companies can reach more qualified candidates in less time using social media. In addition to recruitment features on LinkedIn and Facebook, employers can use candidate personas to run targeted recruitment ads on social media.

Sure, starting recruitment marketing is harder than cross-posting openings to a dozen job boards and calling it a day. But compared to sifting through stacks of unqualified applicants, effective recruitment marketing saves time and money and delivers better results.

Instead of wasting time on outdated recruitment tactics, use recruitment marketing to build an employer brand that brings qualified candidates to you.

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“Practical advice on your next career move.”

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