Brandon Hall Group: What You Need to Know About Recruitment Marketing

Brandon Hall Group recently published an executive summary indicating recruitment marketing, or what some call employer branding, has become its own specific beast in the worlds of HR and communications. “Success in recruitment marketing requires a deep understanding of marketing principles and how to adapt them for use in talent acquisition,” explains Kyle Lagunas, the talent acquisition analyst behind the study published in February 2014. Lagunas shares, “talent acquisition has often drawn on elements of marketing and sales in the past. Today, recruitment marketing has become a more formalized process. At Brandon Hall Group, it is defined as: • All activities and strategies aimed at building and maintaining employer brand • Extending reach and exposure of career opportunities • All management of messaging and advertising of talent acquisition efforts” On the subject of definition, there are some common myths to be expelled about what recruitment marketing simply is not. Lagunas explains that recruitment marketing is not the action of inventing a desirable brand and showcasing that message. Lagunas shares, “candidates value sincerity and transparency in an employer,” which is why many monitor their brand on Glassdoor. Here at Glassdoor we encourage companies to drill in to the pros and cons of their employee reviews to design an employer brand message that speaks to their strengths and addresses their weaknesses in an honest and transparent way. Unquestionably, Lagunas notes, “it may be challenging to find an employment value proposition that is both true and attractive but such is the challenge today’s most effective hiring organizations are tackling head-on.” To address this, Lagunas shares a few basic tenets of recruitment marketing success that seem to ring true across all organizations. In order to turn these tenants into action, one must understand the components that go in to attracting and engaging talent. Brandon Hall Group breaks down those as the 5 Components of Recruitment Marketing Strategy which include… Lagunas acknowledges, “recruitment marketing strategies and processes vary widely because every organization has specific needs that require a different approach to attracting and engaging talent. There are, however, a number of components that are commonly employed,” which you see outlined above. Curious about how to build out your own recruitment marketing, or employer branding, strategy? Check out Glassdoor Talent Solutions and find out how you can begin authentically attracting and engaging with qualified talent today. Follow Kyle Lagunas on twitter at @KyleLagunas and read his complete report at: High-Performance Recruitment Marketing: Tenets and Components for Success.