The industry hit a pivotal moment over 2019. The point were broad HR community can’t talk about talent acquisition without mentioning the word ‘marketing’. While the name is familiar, and the conversations supportive, there's a question of how often the rubber-meets-the-road: is the industry truly applying today’s marketing approaches to increase ROI and effectiveness in the way it recruits?
Back in 2006, Philips applied a simple journey to translate traditional marketing to the candidate experience. It was back then when a majority of the HR community wasn't having marketing conversations. This simplified design helped this conversation to evolve from “why does this matter?” to “let’s build a campaign around this.”
Thinking about where recruitment marketing was back then to where it is today, we’ve come a long way. Here's the but (and, an homage to a grand old marketing phrase): "You've come a long way, industry, but... don't stop now." Change is a constant - our consumers start listening to other channels, and we need to move our messages and re-craft our content to keep up. It’s important to continually evolve the recruitment marketing approach in the same lines as marketers tackle the most effective consumer brands out there.
Consider Lego, as an example. From a 10-person wooden toy shop in 1939 Denmark, to arguably one of the most recognized brands of all time. Over the decades, they have carefully honed their message, anticipating how to meet the consumer where they lived, evolving their messages and medium.
“Marketing is really core to what we put out there … and that’s why we want it to be part of the results presentation.”
Julia Goldin - Chief Marketing Officer, Lego
Without doing this, you may find yourself spending an incredible amount of money and resources without even coming close to reaching the talent you need.
While there are a plethora of tools, techniques, and practices to run and manage consumer marketing - some as simple as applying programmatic for advertising to some as complex as using neuroscience in decision making, we all know Rome wasn’t built in a day. If you're in the beginning stages, there are a few steps we recommend you master, first (and, even for those of us with some experience, it's important to review the basics from time-to-time.
Here are just a few consumer marketing approaches you can use to evolve into a consumer marketing strategy for recruitment.
It's important enough to say again: test, measure, and adapt. Don’t believe us? Do some A/B testing and let us know what you find out. We'd love to hear from you.
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