How to Get Started With Recruitment Marketing

Group of women working together in coffee shop

Finding top talent in a tight labor market like Boston’s is like fighting against a tide. Either there is a swell of far-off and unqualified candidates or a lull with few candidates at all.


Even amidst fierce competition and sky-high expectations, there’s a secret weapon to lure in the best of the best: recruitment marketing.

What’s the Difference Between Recruitment Marketing and Traditional Recruiting?

Although they serve a similar purpose, recruitment marketing differs from traditional recruitment in a several marked ways.


In traditional recruiting, you post job ads on your website and job boards. Then, candidates send in their resumes and cover letters explaining why they are the best fit for the open position.


These tactics appeal only to “active candidates,” those actively seeking employment.


But there are passive candidates as well; those that have a job but would be open to working for you under the right conditions.

Why is this important? Because 70% of the workforce is made up of passive candidates. That means traditional recruitment reaches only 30% of the qualified talent available.


Recruitment marketing attracts both active and passive candidates. You create compelling content that emphasizes values that set you apart as an employer. This promotional content attracts qualified candidates to apply for open positions in your company. In addition, recruitment marketing builds a talent pipeline for future hires.


However, in both traditional recruiting and recruitment marketing, much of your success will depend on your ability to reach your audience through omnichannel means.


What is Omnichannel Recruitment Marketing?

Omnichannel recruitment marketing involves publishing consistent brand messages across multiple channels. The content often highlights your company’s outstanding work culture, values, and career opportunities.


This model of recruitment allows you to reach many potential candidates with a consistent message. As a result, you leave a lasting impression of your outstanding values as an employer.


In addition, consistent messaging boosts your credibility and brand visibility. Many jobseekers will recognize you as an employer of choice.


One pitfall of omnichannel recruitment marketing is using outsourcing to multiple agencies at the same time. Message consistency will suffer when there are too many chefs in the kitchen.


That’s just one reason to look for a one-stop shop for recruitment marketing. Such a service provider will ensure you use all channels to your advantage.


Some of the most effective components you’d not want to leave out of your recruitment marketing strategy include:

  • Local, On-Air TV spots
  • Over-The-Top (OTT) Advertising
  • Search Engine Optimization (SEO)
  • Email Marketing
  • Retargeting Ads
  • Social Media Marketing

Steps to Start Omnichannel Recruitment Marketing

While your particular recruitment marketing strategy will differ from other companies, there are some shared steps you can take on your own to start the process.


If you want to keep your recruiting totally in-house, consider the following guidelines an introduction to recruitment marketing strategy:

1. Identifying Your Employer Brand

Successful recruitment marketing begins with identifying the compelling values that differentiate you from rival employers. The values could be promoting professional development, or a proper work-life balance. Every organization has its unique employer brand.


An employer brand usually consists of the company culture and benefits an employee would get at your company. These selling points will set your company apart from others. They will help skilled employees choose you over rivals.


2. Tailor Your Recruitment Marketing Strategy

Customizing a recruitment marketing strategy for your business involves tailoring traditional and digital marketing tactics to align with your company’s unique values, goals, and target candidate personas.


Here’s how you can go about it:


Begin by conducting a thorough assessment of your company’s current employer brand. Understand how your organization is perceived in the job market.


Gather feedback from current employees, past applicants, and even passive job seekers to identify strengths and areas for improvement. This will provide a foundation upon which to build your customized strategy.


Next, develop detailed candidate personas. Who is your ideal candidate? What skills, experiences, and cultural fit are you looking for? Understanding this will help you tailor your messaging and choose the right platforms to reach them.


For instance, a tech startup might focus on platforms like GitHub or Stack Overflow, while a retail business might prioritize platforms like LinkedIn or even Instagram.


One innovative tactic to reach passive candidates is to star in on-air segments for local news stations focused on showcasing careers in the Boston area. By presenting your company and its culture in a local news segment, you can capture the attention of potential candidates who might not be actively looking but could be enticed by what your company offers. This approach not only boosts your company’s visibility but also establishes it as a prominent player in the local community and industry.


3. Implementing Relevant Components of the Omnichannel Recruitment Marketing

After making a strategy, execute the recruitment marketing campaign. Start by creating a brand message that resonates with your target. After that, distribute the content across the channels which your target uses.


You can do the job in-house if you have a reliable workforce; these include data analysts, recruiters, copywriters, and marketers.


However, if you lack the bandwidth to take on recruitment marketing, you may be better off partnering with a one-stop shop that will handle video ideation, production, and distribution.


Pros and Cons of In-house Omnichannel Recruitment Marketing

In in-house omnichannel recruitment, companies choose to handle developing strategy, producing video, and executing campaigns. In-house omnichannel recruitment is an ideal choice for organizations with extensive internal resources.


  • Control: In-house recruitment marketing gives you more control over strategizing, budgeting, and execution,
  • Brand understanding: Your in-house team has an excellent background in your brand. They will tailor recruitment marketing to match your exact values and preferences.
  • Cost management: Recruitment marketing is more affordable if you have an existing team that can produce and distribute recruitment video ads for almost any medium.


  • Resource intensive. You must mobilize a diverse team and aquire the right tools and media partnerships.
  • Lack of expertise. Unlike agencies, your internal team may not have the expertise to handle recruitment marketing.
  • Lack of scalability. Recruitment marketing is labor-intensive. As such, your internal team may be unable to handle the enormous workload as requirements grow in size.

Pros and Cons of Partnering with a Recruitment Marketing Agency

An agency is suitable when an organization lacks the resources to do the task in-house. Agencies have the resources to manage omnichannel recruitment marketing. They’ll take care of recruitment while you focus on core business priorities.


  • Best in class expertise: Agencies have reliable expertise in all aspects of omnichannel marketing.
  • Lower Time-to-Fill: By increasing exposure to carefully crafted employer brand messages, you will receive more attention from qualified applicants than you otherwise would.
  • Scalability: An agency can cope with the increasing demands on recruitment marketing. Their efficiency won’t go down even with huge workloads.


  • Cost: If your team already had the bandwidth to handle recruitment marketing strategy, adding an agency may not result in a positive ROI. However, if you can’t dedicate in-house resources to recruitment marketing, decreased hiring costs can largely make up for the cost of using an agency.
  • Less control: Once your recruitment strategy is agreed upon, the agency will go off to produce and distribute relevant content. You will still have control over every step, but the actual creative process will take place outside your business.
  • Lower brand understanding: Agencies have little knowledge of your brand. However, this issue can be mitigated when agencies develop close relationships with their clients.

The Verdict on In-house versus One-stop Shop Partner Agency

Omnichannel recruitment marketing is time and resource intensive. You must establish a strategy that works, and acquire the equipment for producing content like videos. Then, you need to mobilize a team to create compelling content, publish it, and track results.


With all these tasks, your internal team can become overwhelmed. This is where a one-stop-shop partner agency comes into play. The agency will take care of the job from start to finish, taking the burden off your shoulders.


Contact us to learn more about recruitment marketing for companies in the Greater Boston Area.

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