Reaching Passive Candidates: How Recruitment Marketing Can Help

Aug 31, 2017 |

In the first blog of this series, we discussed that most employees — even the ones who appear satisfied in their current jobs — are open to the idea of changing jobs if the right opportunity comes along.

It’s a growing trend: 42% of job seekers change jobs every 1 to 5 years, up 8% from last year, according to the Jobvite 2017 Job Seeker Nation Study.

The motivators mentioned in that first blog include a few that are highly personal:

  • Better pay or benefits
  • Job promotion
  • Working for a dream company
  • The opportunity to relocate

It’s almost impossible to identify which candidates are motivated by these factors before they interact with your company — but it is possible to use recruitment marketing to reach candidates using these motivators.


Showcase your EVP

Successful recruiting showcases your employment brand and communicates the true nature of your company through your employee value proposition (EVP). Your EVP gives candidates — regardless of their initial level of interest in your company — an accurate picture of what your organization is about.

Recruitment marketing can run the gamut from traditional outlets like print media to digital advertising such as job board ads and social media. Regardless of which medium you choose, the message must expresses your EVP. If you consistently communicate your EVP, recruitment marketing will both attract the right candidates and inform other candidates that they would not be a good fit with you.

You can use targeted, EVP-centric recruitment marketing to attract candidates who are triggered by the personal motivators listed above. Recently, an IBM Talent Acquisition Optimization client was opening a new manufacturing plant and needed to fill many jobs rapidly. With time being a critical factor, the company centered its recruitment messaging on offering higher pay and relocation services.

Social media affords companies ample ways to creatively target candidates who seek a career, not just a job — a personal motivator. For instance, Kennametal uses its Twitter account to reach candidates who are motivated by pride in their career choice and who want to own their career path.

Connect with a social recruiting solutions expert 

Meet candidates where they are

You also can use recruitment marketing to spotlight your employment brand in the strategic places where a target demographic looks for jobs. For instance, companies targeting younger recruits can effectively market on Instagram, where 28% of 18- to 29-year-olds say they preview companies they are interested in.

Similarly, public transit ads in a city where you want to recruit, for example, will catch the attention of daily commuters.

Meeting candidates where they are — where they browse, shop and travel —helps you make a personal, more emotional connection with them from the outset. When you “hang out where they hang out,” it’s easy for candidates to learn about your organization and take an interest in what you do and how you do it. Best-fit candidates will perceive that they have an affinity with your company and can envision themselves thriving there.

Recruitment marketing encourages passive candidates to interact with your company at various times and in various ways. These contacts give your recruiters multiple opportunities to build and nurture a relationship and discover which personal motivators they should tailor their efforts around.

Attract top talent and uncover passive candidates with recruitment marketing

In the final blog in this series, we’ll discuss how your corporate social responsibility policies and talent communities can help you reach passive candidates whose primary motivations align with community involvement and social change. 

“Reaching Passive Candidates” is a four-part blog series about how employment branding helps organizations source, attract and hire best-fit candidates.

Aaron Hofeling

Aaron Hofeling

Aaron Hofeling serves as Business Development Executive, where he is responsible for advancing the business, managing client relationships, overseeing account s...

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