I am excited about our latest research report with Human Capital Institute (HCI) on Recruitment Marketing. I will be sharing the key findings of the study on a webinar tomorrow at 1pm EST.
Here are some of the highlights:
In this survey, we asked human resources and talent acquisition practitioners how their approach to talent attraction has changed over the past year. And, while 81% of companies stated that recruitment marketing looks different since COVID-19, only one in three companies are increasing their budgets to better attract talent.
In today’s market, recruitment marketing is a competitive advantage. It improves the candidate experience by providing relevant information, targeted messaging, and more meaningful engagement. It also improves the recruiter experience by providing a more efficient way to communicate with a broader pool of talent via more personalized messaging and communication.
Despite the benefits and increased investment, most companies do not have a clear vision for the future of recruitment marketing. They invest in solutions without a strategy or ability to measure the ROI of their efforts. The result is a recruitment marketing approach that is reactionary and inconsistent. According to this study, 66% of companies are unhappy with their recruitment marketing efforts today.
Companies that want to drive change and build a successful recruitment marketing program will need to closely examine their strategies and technology options. We surveyed over 450 talent acquisition and HR professionals to understand how organizations that boast better human capital and business outcomes approach recruitment marketing differently.
- Recruitment Marketing Is Not an Isolated Activity: High-performing companies are more likely to collaborate with other areas of the business to support recruitment marketing activities, including corporate marketing, Chief Diversity Officers, Employee Resource Groups (ERGs), and CHROs. Yet, only 29% of companies state that Chief Diversity Officers are contributing to recruitment marketing, and only 34% state that ERGs are contributing.
- Technology [Alone] Will Not Solve the Problem: Companies need a clearly defined strategy before investing in technology. Companies should consider their target audiences, overall goals and objectives, and key performance indicators before investing in technology. Most companies that lack the resources fail in their recruitment marketing efforts. 60% of companies do not have enough resources on their TA team to support recruitment marketing.
- Data Needs To Drive Decisions: Companies are collecting data on candidate interactions and engagement, but often do not know how to take action on that data. By setting goals, defining metrics, and building insights and action, companies can plan for the future.
- Career Sites Need To Be Engaging: A dynamic career site that includes information on DEI, corporate social responsibility, and internal mobility can be an effective tool at attracting talent. Only 1 in 2 companies include information on corporate social responsibility.