HR + Digital Marketing = Formula for Talent Acquisition
Talent Acquisition is Now a Marketing Function.
A record number of workers quit their jobs in 2021, leaving employers with more positions to fill than ever before. And while the number of job openings in the U.S. is improving, falling to 10.7 million by June 2022, it doesn’t necessarily mean HR teams responsible for filling job vacancies can breathe a sigh of relief.
The labor shortage is still as real as it was in the summer, forcing companies to invest more in talent acquisition and rethink their processes. While no company wants to spend more money on recruiting, a process overhaul is long overdue. Way before “The Great Resignation,” traditional recruiting processes such as job sites, billboards, and signage were as ineffective as traditional marketing. Nobody is offline, and everybody is online, so acquisition strategies must be digital-first.
Digital marketers know how to create campaigns that break through online noise with more relevant strategy, fresh creative ideas and technical expertise. They then optimize campaigns to amplify content and connect to the right people at the right place and time.
HR teams can recruit top talent and fill their pipelines using the same approach.
Actual Results Using Digital Marketing for Recruitment
Digital marketing isn’t a solution for some HR departments; it’s a solution for all departments because efforts can be customized and optimized to reach targeted audiences. Here are some examples of how Adept clients used digital marketing to achieve their goals.
To recruit talent in technology
A city in central Ohio used digital marketing to drive awareness about open technology positions from a variety of companies in the region.
- 12.6 million ad impressions
- 33,070 clicks to the website experience
- 1,506 views for job listings
To recruit talent for a niche market
A private nonprofit in the science and technology space needed to increase applications for a highly specialized and highly compensated position.
- 15.4 million ad impressions
- 46,000 clicks to the website experience
- 228 warm leads for recruiters
- 10 applicants
To recruit temporary talent for the holiday season
During the competitive holiday season, a manufacturing company needed to hire more staff to work at their manufacturing and logistics facilities.
- 1 million impressions
- $30-$50 cost per applicant
Digital Marketing and the Acquisition Journey
At Adept, we’ve developed dozens of effective campaigns that all begin the same way: audience identification. We take the time to clearly understand the specific applicants an organization is trying to recruit and hire because it’s about more than basic demographics; it’s psychographics—who they are, where they spend time and their interests. We then incorporate that information into a proven methodology that considers the audience and their likely journey, creating effective touchpoints along the way.
People looking for jobs often start with a Google search. Search advertising places online advertisements on web pages that show results from search engine queries. In addition, ads can be placed through the same search-engine advertising services on Web pages with other published content.
LinkedIn, Facebook, Instagram and others rely on social information or networks to generate, target and deliver marketing communications. LinkedIn is a particular favorite, but not everyone understands how to best leverage the customizable provided by the platform. We understand the inner workings and apply them to our clients to ensure we target the right audiences and generate awareness about opportunities.
Programmatic advertising uses automated technology for media buying (the process of buying advertising space), as opposed to traditional (often manual) digital advertising methods.
Retargeting campaigns remind website visitors of your products and services after they leave your website without buying. After visiting specific pages, it allows you to retarget them and show your visitors relevant visual or text ads when they visit other websites.
Collecting data and applying measurement to a digital marketing recruiting program is essential. HR teams must know the number of potential leads and opportunities, actual applicants and closed offers to evaluate the ROI of the program.
Incorporate Digital Marketing Into Your Recruitment Strategy
Digital marketing recruitment is viable for every company seeking new employees—during these challenging times and always. The same principles applied to customer acquisition can also be applied to employee recruitment, driving top talent on an ongoing basis.