Understanding the Unique Nature of Recruitment Marketing: A Guide for Young Marketing Professionals
As a recent graduate or entry-level marketer, you’ll quickly realize that not all marketing is created equal when you step into the vibrant world of marketing. One area that stands out for its unique challenges and opportunities is recruitment marketing. This specialized field blends traditional marketing techniques with human resources to attract and engage potential job candidates. In this blog post, I’ll delve into what makes recruitment marketing unique and how it differs from what you’ve learned in your undergraduate journey.
What is recruitment marketing?
Recruitment marketing is the process of promoting a company as an employer to attract and engage top talent. It involves discovering and promoting a strong employer brand, utilizing various channels to reach candidates, and ensuring a positive candidate experience. While traditional marketing focuses on attracting customers to buy products or services, recruitment marketing aims to attract candidates to join an organization by ensuring their target audience aligns well with the company’s core brand and, more importantly, its values and identity.
What are the key differentiators?
Understanding the key differences between these two styles of marketing was daunting in the beginning of my career. We’ve all heard the term “value proposition” a thousand times over during lectures, but during my first meeting as a new hire, I had heard the term employer value proposition (EVP) for the first time. What is an EVP, you ask? An EVP highlights the distinct advantages prospective employees gain by joining a specific business. It encapsulates the core of the company’s identity: their values and what they provide. This is something that new grads and entry-level candidates are seeking when applying for new positions. Studies show that 84 percent of the world’s top 100 most attractive employers (as defined by college students) have something in common: An employer value proposition (EVP), also known as an employee value proposition (EVP).
Let’s dive into what a company does to differentiate between its employer value proposition and the company’s core brand and identity!
Core Brand and Identity
The core brand and identity encompass the company’s overall image and reputation in the marketplace, including its mission, vision, values, products, services and market positioning. This is what we are commonly taught while in school and it provides is an important piece in setting the tone on how the company wants to be perceived. Not only that, but it also allows a company to set clear goals and begin thinking about the type of talent that they want to attract. Below are some examples of the building blocks that go into establishing your brand:
- Mission and Vision: Overarching goals and long-term aspirations.
- Values: Guiding principles and beliefs.
- Brand Promise: Consistent customer expectations.
- Visual Identity: Logos, colors, typography and design elements.
- Voice and Tone: Communication style with the audience.
Employer Value Proposition (EVP)
As mentioned, the EVP is the unique set of benefits and values offered to employees, designed to attract, motivate and retain them. This is something that is overlooked in higher education and should be taught while learning about the function of human resources. It is pivotal for a company to attract the right talent, but that’s only half of the battle. By clearly communicating your EVP and upholding its messaging, you can save precious time and money. Studies suggest that “Organizations that effectively deliver on their EVP can decrease annual employee turnover by just under 70% and increase new hire commitment by nearly 30%“. Elements that go into establishing your EVP are as follows:
- Compensation and Benefits: Salary, health benefits, retirement plans, etc.
- Career Development: Training, growth and advancement opportunities.
- Work Environment: Company culture, work-life balance, workplace atmosphere.
- Recognition and Rewards: Acknowledgment and rewards for contributions.
- Purpose and Impact: Meaningfulness of work and impact on the company.
Conclusion
Recruitment marketing is a unique and exciting field that requires a blend of traditional marketing skills and a deep understanding of human resources. By recognizing the differences between traditional and recruitment marketing and by focusing on building a strong employer brand, creating engaging content and leveraging the right channels, you can excel in this dynamic industry.
Stay curious, stay innovative and please don’t hesitate to reach out to me if you have any questions about recruitment marketing! If not, let’s still connect and potentially collaborate.
