A marketer can be defined as someone who advertises or promotes a product or service in order to develop interest and ultimately gain customers.
Taken literally, that definition clearly only applies to marketing, but on a broader scope there is a lot of overlap between marketing and recruiting.
People have debated time and time again whether recruiters are marketers. Of course, they are not actually marketers. But, with a focus on garnering attention and intriguing people to take a certain action, these two departments can learn a lot from each other.
Marketing Leaves The First Impression For Buyers, Recruiters Leave the First Impression For Candidates
To generate leads and excite people about your product or service, marketers create content and develop materials that introduce visitors to and educate visitors about your company. This all leaves the first impression that people will base decisions and opinions on.
Similarly, recruiters are often those who first introduce job seekers to a company. Recruiters therefore have a heavy influence over job seekers opinions and desires to apply to openings.
To leave a good first impression on candidates, recruiters should adopt common marketing tactics, like leveraging social media to spread awareness of company culture. It’s also a good idea to analyze and update initial screening processes. If they are lackluster and uninformative, should this be the first experience a candidate has with your company?
Marketing Doesn’t Stop At The Point Of Interest, And Neither Should Recruiting
Even after people become interested in a product or service, marketing feeds them materials to keep them interested and engaged.
After recruiters get active or passive candidates excited about a new role, the momentum needs to continue. Every step – from scheduling the first phone screen, to introducing candidates to hiring managers, and even up to the point of hire or disposition – should be informative and engaging.
To do this, keep candidates in the loop through email and texts regarding their standing and company information. There is a lot of room for creativity here that can make your company stand out in comparison to competitors. Share photos from your recent office party or offer directions to the office. Brief messages keep you top of mind with candidates!
Marketing Leverages Data To Make Smart Decisions
Good marketing teams base decisions on data to drive engagement. It works because it’s based on the facts.
Data can be very revealing of the success and health of recruiting behavior, practices and decisions. However, some teams still struggle to incorporate data into everyday processes.
To use data successfully, recruiting teams should establish candidate scorecards and interview templates so candidates experience a standardized process that can be rated on an equal playing field. Additionally, it’s important to survey and poll candidates about their experiences. If results from these polls reveal dissatisfaction, talent acquisition teams need to take action to make a change.