In the last couple of years, we have witnessed the emergence of a completely new trend called recruitment marketing. Companies have realized that a standard hiring process requires lots of time and money. Now, they are trying to narrow the talent base by creating specific ads and by using job and social networks with advanced targeting abilities.
In this article, we have shared the five trends that will completely reshape the recruitment industry by making the selection process more efficient and cost-effective.
Recruitment Marketing Funnel
Recruitment marketing is not a simple add-on to the hiring process. Since entrepreneurship is developing at a very fast pace, talent acquisition has become much more complex. Many companies and hiring agencies have decided to introduce additional segments into the selection process and turn it into a proper sales funnel. They have added “Awareness,” “Consideration” and “Interest” phases to the traditional “Application – Selection – Hire” model. These additional phases are essential for proper recruitment marketing. In a way, they can also be viewed as a part of the regular selection because recruiters need to engage the appropriate talent base with their ads.
Only by using creative job ads and good sources can companies find talented employees. That is why one of the fastest emerging trends in the HR niche are the detailed analytics provided by the latest hiring software. These analytics enable both recruiters and employers to measure their strategy’s ROI and to readapt their hiring process in real time. Recruiters have started to use marketing metrics to determine the efficiency of their work. Some of the most useful metrics for their campaigns are:
- Time to find the right candidate;
- Cost per quality lead;
- Size of the talent pipeline;
- Hiring tactics conversion rates;
- Conversion rates of job ads, sources, etc.;
Facebook Job Ads
You have probably noticed that many companies have started to post job ads on Facebook. Employers that support a more traditional approach think that targeting talents through Facebook is utterly unprofessional. In spite of that, at the moment, Facebook offers the best targeting algorithm on the social media market. Its Ads Manager and Power Editor tools allow recruiters to precisely define the targeted audience for their job ads.
Facebook also provides much better insight into the candidates’ personalities than LinkedIn and other job-oriented social networks. Character and personality appraisals are very important for the selection process because they tell recruiters how candidates will handle the pressure and how they would be able to adapt to the company’s work process and culture.
Chatbots are slowly conquering the HR world. In the next couple of years, the AI technologies will become an integral part of the selection process. The purpose of chatbots is to initiate online conversations with candidates in the first selection cycles and to help recruiters eliminate the ones that do not fit the job description.
At the moment, there are several AI recruiters on the market. They usually offer sourcing, screening and scheduling services, but in the next couple of years, they will be able to generate much more important decisions. Chatbots also can provide candidates with updates, feedback, and guidance. Almost all chatbot products that are currently on the market have outperformed recruiters on candidate satisfaction surveys. Guess talking to robots is much less stressful.
The development of big data technologies has already upgraded many business departments and now HR and IT experts are trying to implement them into the recruitment process. HR agencies store tons of data. If this data could be structured and leveraged in the right way, the generated patterns could drastically improve the selection process. The purpose of big data in the HR industry is to make the selection process more efficient, effective and predictable. It also needs to cut agencies’ costs and leave more time for recruiters to can focus on the most promising candidates.
Recruitment marketing is an emerging profession that will see huge growth in 2017. Most small and medium sized enterprises will not have enough time and means to implement the advanced recruitment marketing tactics. That is why even more companies will decide to outsource their HR in 2017. This will guarantee more effective campaigns and lower employee turnover rates.