Recruitment marketing (RM) is more than a new buzzword in human resources (HR). Results from the second annual State of Recruitment Marketing survey indicate recruiters could be missing out when competing for top candidates if they don’t engage them by leveraging and applying RM strategies.
According to the newly released research report, The State of Recruitment Marketing 2019: Attract top talent and build the employer brand to achieve business success, by HR.com’s Research Institute, recruitment marketing is defined as “the various activities an organization uses to find, attract, engage and nurture talented prospects before and during the recruitment process.” Although the understanding and usage of RM has risen since last year’s study, this trend reflects heightened competition for skilled employees and the growing dominance of technologies such as social media and networks.
Just over one-quarter of HR professionals (28%) rate the level of the current use of RM in their organizations as high or very high, up from 24% in 2018. Similarly, only 22% rate the extent to which they do a good job of recruitment marketing as high or very high, up from 20% in 2018.
The most widely cited components of RM are: job marketing, employer branding, and referrals. Leading RM performers are doing a good job of this by paying more attention to candidate engagement (76%) and taking advantage of technology tools (70%). To excel at RM and thus future talent acquisition, HR will have to become more like marketers and hone its skills in four key skill areas: Marketing, Social Media, Technology, and Networking.
“Realistically, HR and Marketing departments are no longer separate silos. The lines between them are blurred in today’s competition for top talent. Recruiters will be more successful if candidates are attracted and engaged by intentional marketing tactics leveraging the employer brand, effective modern technologies, and social media,” stated Debbie McGrath, Chief Instigator and CEO of HR.com.
For more information on the 2019 State of Recruitment Marketing survey and to gain eight key strategic takeaways from this exclusive HR.com industry research, the full complimentary report and corresponding infographic is available for download now:
The survey was fielded in the winter of 2019. There were complete responses from 432 participating HR professionals representing a broad cross-section of employers.
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Chief Instigator and CEO, HR.com