Examining the Opportunities in Recruitment Marketing (Part I of IV)

Welcome to the first post in a 5-week series that will dive straight into the critical alignment (or mis-alignment?) of Recruitment Marketing and Employer Branding. This series draws on the exclusive insights of a select group of industry leaders and experts, who have been specially invited to serve as panelists. Throughout our research, these thought leaders will engage in in-depth discussions on topics ranging from the transformative impact of technology on recruitment marketing to the nuanced intersection of employer branding and recruitment marketing. Their collective expertise, combined with the input from hundreds of CareerXroads community members, will produce actionable recommendations and best practices for talent acquisition professionals around the globe. 

We are pleased to facilitate this research panel with Jimmy McCourt , Vice President of Client Services at Shaker Recruitment Marketing , who has paid to sponsor this research project and who works alongside myself and the CXR team to co-facilitate the discussion and survey our members directly. 

Advancements in recruiting tech and their influence on recruitment marketing  

Recruitment Marketing plays a crucial role in talent acquisition, particularly in a time where technology is advancing rapidly. However, the use of tech should not diminish the personal touch that is essential to creating meaningful connections with candidates. While tools like AI, CRMs, and chatbots can streamline processes and provide tailored content, it's important that these technologies are used to complement, not replace, human interaction. Offering candidates choices in how they receive information and ensuring that messaging resonates with their individual needs can prevent them from feeling like commodities in a transactional process.

Just because you own an expensive hammer, it doesn't mean you are a skilled carpenter. On the flip side, if you do a shoddy job, and that chair you just cobbled together falls apart, you can't blame the hammer. If we are providing a poor candidate experience, devoid of a personal touch, we can't blame our technology. - Allison Kruse , Head of Global Employer Brand & Recruitment Marketing, Baxter International Inc.

The integration of technology in recruitment marketing allows for more personalized and efficient outreach, but it also comes with the risk of creating a generic experience if not handled thoughtfully. AI-generated content in particular runs the risk of creating messaging that is indistinguishable and commonplace. Candidates are increasingly aware of inauthentic communication, and they seek genuine interactions that reflect their unique value. Therefore, recruitment strategies must balance the efficiency of tech with the empathy and understanding that only human insight can provide. 

Career sites are not exempt in this communication review. Our panelists and members agree that many sites are built with too many unnecessary pages and vague terms and definitions. If the core content that candidates are looking for is not on your site, or included in your comms, no amount of automation or technology is going to alleviate that. By refining AI-generated content and ensuring that technology enhances rather than dilutes the candidate experience, organizations can build stronger, more authentic relationships that resonate with today's diverse workforce. In turn, those relationships can then better support the primary goals of recruitment marketing. 

Social Media’s impact - is it too invasive?

There’s no doubt that in today’s competitive digital environment, recruitment marketing needs to balance targeted outreach with meaningful engagement to avoid overwhelming candidates with repetitive and impersonal content. A more thoughtful approach is required—one that uses multiple touchpoints to reinforce the employer brand without overwhelming the candidate.

When the technology can provide multiple data points via video or an employee story, social media post, etc. giving the candidate a 360 degree answer, then the technology is enhancing candidate experience. ~ Dina Medeiros , Global Director Talent & Employer Branding, HoYoverse

Several strategies have proven effective in keeping a company top-of-mind without "shoving" jobs at prospects. For instance, leveraging newsletters through CRM platforms helps maintain a subtle but consistent presence with potential candidates. Automated campaigns that include insights and updates from leadership can also engage targeted groups without overtly pushing job openings. Additionally, a blog focused on non-job-specific content can showcase the company's culture and values, providing a more authentic glimpse into what it's like to work there.

What’s key to remember is that social media, programmatic ads or any tool is only powerful if implemented as part of a strategy. And then crafted to fit that strategy’s tactics to feel bespoke to each persona. The goal should be to create content that resonates on a deeper level, offering real value and insight into the company’s culture and opportunities, rather than simply adding to the digital noise. By focusing on quality over quantity and ensuring that each touchpoint is purposeful and relevant, recruitment marketing can effectively engage candidates and build lasting relationships. 

The authenticity of recruitment marketing

When recruitment marketing is done right, it not only reflects the overall company culture but also highlights the unique atmosphere within specific departments, teams, and roles. Authenticity is key, and when the voices of hiring managers and potential colleagues are front and center, the message resonates more with both active and passive job seekers. Rather than relying on overly polished content, allowing employees to share their stories and experiences provides a more genuine and engaging narrative that candidates can trust.

This approach mirrors the consumer behavior of trusting real reviews over slick advertisements. By showcasing real people and their genuine experiences, you give candidates a true sense of what it's like to work in a particular role or department. This method not only attracts the right talent but also aligns expectations, reducing mismatches later in the hiring process.

However, one of the biggest challenges in recruitment marketing is ensuring that the content remains truly reflective of the company’s culture, rather than just a creative spin. It’s important to base your employer value proposition on real data, including the challenges and realities of the work environment, to avoid putting out generic content that could apply to any company. By focusing on authenticity and leveraging technology to distribute this content effectively, you can attract candidates who are genuinely interested and help those who aren’t a good fit to self-select out, leading to a more efficient and effective recruitment process.

It has to be about more than technology 

Recruitment marketing has always been about showcasing a company's culture and values and attracting candidates who align with them. (And arguably, helping those who don’t align opt out.) Today’s fast-paced technology advancements are helping recruitment marketers do more with less, but it’s worth asking if that equally fast-paced work is doing more harm than good. 

As one of our panelists, John Graham Jr. , VP Employer Brand, Diversity & Culture for Shaker Recruitment Marketing asked: 

• How can we infuse more humanity into our candidate experience and recruitment marketing strategies?
• What distinguishes our recruitment funnel from others in the marketplace?
• What emotions do we want candidates to experience when they interact with our brand and its ambassadors? 

Ultimately, the emotional connection we create during the recruitment process can be the deciding factor in whether a candidate chooses to join our company.

As we move forward, you can anticipate four more entries that will continue to unpack the insights gathered from this elite group of industry experts. Each post will build on the last, providing a comprehensive view of how Recruitment Marketing and Employer Branding are evolving in tandem. By the end of this series, we will offer a broader publication that synthesizes the knowledge shared by these seasoned professionals, ensuring that you have the tools and strategies needed to stay ahead in the ever-changing landscape of talent acquisition. Stay tuned for more exclusive insights from the industry's best.

This collaborative effort, supported by the industry experience and insight of CXR Community member Shaker Recruitment Marketing, aims to further explore the role of employer branding alongside recruitment marketing. The greater TA community is invited to participate in our weekly polls for this research at https://cxr.works as well as add themselves to a list of potential panelists for future research.

It is worth noting that the full CXR Community - nearly 5,000 leaders, practitioners, and experts in the recruiting industry are also weighing in on these topics during the course of the research panel.

It is just one example of the conversations happening regularly in our Community. Follow along, and express your interest in future panels, at https://cxr.works/research