Before you start publishing articles and videos on social
media to drive traffic, it’s important to know what each marketing step means
in today’s highly effective recruiting model. For simplicity, consider these
definitions.
Recruitment Marketing
Awareness – Awareness is the uppermost stage of the inbound
marketing funnel. Potential candidates are drawn into this stage through
marketing campaigns and discovery. Trust and thought leadership are established
with advertising, content (blog posts, infographics, etc.), webinars, direct
mail, viral campaigns, social media, web searches, media mentions, and more.
Here, lead generation takes place. As information is collected, leads are
pulled into a lead management system for nurturing further down the funnel.
Interest – Once leads are generated, they move on to
the interest stage. In this stage, leads learn more about the company, its opportunities,
and any helpful information and research it provides. Here is an opportunity
for each employer to develop a relationship with the candidates in the lead
database and introduce their positioning. Recruiters can nurture leads through
emails and content that is more directed to the specific target candidate.
Consideration – In the consideration stage, target
personas have been changed into qualified leads and are seen as
prospective candidates. Recruiters can send prospects more information about
specific opportunities, accolades, etc. through automated email campaigns, while
continuing to nurture them with targeted content, case studies, etc.
Intent- To get to the intent stage, candidates must
demonstrate that they are interested and are willing to act. This does not
necessarily require a formal application being completed. It could be the
candidate filling out a form for additional information on the company. It could be a link to schedule a call
directly with a recruiter. Or it could
be a simple email capture form about areas of career interest.
When thinking about enhancing your abilities as a recruiting
professional, don’t miss the importance of honing your marketing knowledge.
