Three C's of Recruitment Marketing: Part Two

Welcome back to our blog series on the Three Cs of successful recruitment marketing. After exploring effective strategies for engaging potential clients, our focus now shifts to the second C: Candidates. Attracting the best candidates isn't just about offering the most attractive job titles or competitive salaries; it's about crafting a narrative that speaks directly to their aspirations, challenges, and career goals.

Catching the Eye of the Best Candidates

It's not just about flashing the most attractive job titles or competitive salaries. It's about speaking directly to their aspirations, challenges, and career goals. We believe the first step in this dance is creating a tailored candidate profile. This involves delving into the minds of job seekers, understanding what drives them, and identifying the hurdles they face in their career journey.

You can use the same framework we explored earlier, but make sure you tailor it to the individual you're trying to target. Start with the job specification that matches the role you're recruiting for - it'll tell you a lot more about the person you need than just their career history!

Creating the Narrative

Once we've got the blueprint of our ideal candidates, it's time to create the stories that resonate with them. This is where content strategy plays a pivotal role, and it's not just about posting job vacancies! You should showcase the growth within the companies you're representing, the scope and potential in the respective industry, and the culture and values that make your clients stand out.

Personalised Touch

When done right, email marketing can be incredibly effective. It's about timely and relevant communication that keeps potential candidates in the loop and reactivates those who might have looked elsewhere. Consider building tailored lists of candidates by sector or industry and nurturing them with insights specific to them - give them advice on what hiring managers are currently looking for, get them excited about a potential new role, and then you can hit them with job ads. Still, don't make the job ad the main sell - this tactic should be about giving something to your audience without expecting something immediately back.

Reactivation Marketing

It's all too easy for candidates to slip through the net. The reactivation strategy involves re-engaging those who've gone silent, reminding them of the opportunities awaiting and why they were interested in the first place. This isn't about bombarding them with content but reigniting that initial spark of interest with thoughtful and compelling messages that bring you to the front of their minds when they're on the job hunt.

Measuring Success

When it comes to B2Candidate marketing, our success metrics go beyond just the number of applications. You should be diving deep into engagement rates and key metrics such as:

• Conversion rates from application to interview
• Cost-per-hire
• Time-to-hire
• The quality of hires

In a nutshell, your B2Candidate strategy is about making genuine connections. It's about understanding the human behind the CV and creating marketing outreach that speaks to them directly. We believe in the power of a personal touch backed by data-driven insights.

Look Out For Part 3: Enhancing Business to Colleague Marketing

Be sure to catch the final instalment of our series, where we'll discuss Business to Colleague (B2Colleague) marketing strategies, essential for fostering a strong workplace culture.