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Spring 2016


Recruitment Marketing: Marketing’s New Role with HR


eing able to connect with today’s Millennial job seekers and drive them to apply for a position with

your company is challenging for a number of reasons, but chief among them is that young people today see their careers in a different light than previous generations. In a 2014 Allstate/National Journal Heartland Monitor poll, 57 percent of young people said finding something enjoyable or making a difference in society was their top priority jobwise. Millennials, and many Gen Xers, also see themselves moving from company to company throughout their career in order to advance. These viewpoints certainly shape how companies sell themselves to potential employees, and no one knows how to do that better than the marketers inside the building.

Because today’s marketing teams are

experienced at finding the right audience, presenting the brand, telling the story, and converting believers, human resource departments are relying on the skills of their marketing teams to help them recruit the best talent on the job-hunting market. The Global Recruiting Trends 2016 report from LinkedIn Talent Solutions surveyed nearly 4,000 talent-acquisition teams worldwide and found that 47 percent share or contribute to employer branding with their marketing department. Marketers, can you say “job security”? “Marketing comes with their own skill set, whether it be copywriting or visual elements,” says Megan Wakefield, Director of HR at San Diego-based fitness company

colleagues approach recruitment the same way they approach customer acquisition and conversion, in many cases right down to analyzing where the best candidates are coming from. Expertise in mobile marketing, for example, is just one area where marketers can contribute, with 73 percent of Millennials saying they use a mobile device to search for jobs, according to a 2014 report from the Indeed Hiring Lab. The use of branded content—especially

video, which is favored by Millennials— can play a vital role in attracting talented individuals that can both fill positions and fit within the company culture. As young candidates search for career information and advice, delivering such content validates your company as a trusted expert in your field. From there, it’s about sharing that content in online communities where your target audience gathers, a practice that marketing teams are accustomed to executing. Effectively utilizing social media can also

Jazzercise. “They are trained to talk to your target audience and engage with them, so it makes sense to get assistance in targeting the right candidate in the correct voice.” The ability to write a job posting that effectively targets the desired audience is not necessarily a skill set a typical HR professional would have, and a job posting is truly an advertisement in a sea of others. The applicable skills of a marketer continue to go well beyond that. Today’s marketing departments can help their HR

put your job openings in the right arena to be seen by qualified individuals. Hashtags on Twitter can connect you to industry-specific conversations where candidates are likely to engage with job postings if you tweet them with that hashtag. Recruitment marketing might also

involve the creation of videos in which your company’s employees share the brand story, a highly effective way to connect with a candidate audience that trusts the opinions of individual employees more than any overt messaging from your HR, marketing, or PR departments.


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