A short YouTube interview (uploaded Aug 8, 2019) discussing recruitment marketing: how organisations attract, convert and nurture candidate audiences. The speaker defines recruitment marketing, then outlines top-of-funnel tactics (targeted blogs, social posting, webinars, events, video, podcasts) with a concrete example targeting PHP developers. Mid-funnel conversion techniques (landing pages, CTAs, forms, giveaways) are described, followed by nurture strategies (email campaigns, monthly contact cadence over 3–12 months) aimed at maintaining small, high-quality candidate pools until hires are required.
Chapters
Recruitment marketing basically refers to strategies, tactics and tools enabling organizations like you to find, attract, engage and actually nurture those candidates through the process. At the top end of the funnel, you've got basically strangers. So you've got people that haven't heard of your brand, company don't know what you do, but you know that they're a target audience. So to get them from stranger to actual visitor, to maybe your site or lead funnel, you want to be creating blogs or keywords, social posts enabling you to attract that person into your business. So that's not just generic blogs. They need to be targeted towards what actual person is interested in. Let's pick a developer that has got PHP experience. What they're going to find appealing in a blog is going to be maybe other PHP developers talking about what different technologies they're using, maybe experience on a project or what they're using at the moment, type of tools they're using. That type of blog will engage that type of audience. So it needs to be really specific. The next is social posting. So problem that we see with a lot of tech companies in the Northeast that we help them with is their brand on Twitter and social and LinkedIn and Facebook is all geared toward what their company does. So all of their language and promotional marketing material is going to be geared towards attracting other companies. But if you're trying to attract a developer, that that's totally different to the type of content that you're pushing out on those social feeds. But also the type of followers that are following your business are all geared towards that B2B customer. So you need a separate strategy within your recruitment marketing funnel to enable you to attract, but also to gain followers that are developers. Another few things that we do are things like webinars, tech events, et cetera, and video and also podcasting. These things drop into the funnel that are really specific to that audience, enable you to gain them as a visitor. So the next part, once you've got them, is your conversion. So once they've came into that funnel, the next step is either landing pages, calls to action like forms. So then you need their details to get them in a nurturing funnel. So that may be a call to action where you're giving away prizes, gifts. It might be call to action to get them attend a webinar event. Different things on landing pages, squeeze pages you might have heard before. You need something that's going to engage with if that developer to keep in contact with you again or potential future employee, depending on what you're looking to hire. So that's what we would call a warm potential lead within sales, but within actual candidate, then you want to nurture them. So email marketing is big in terms of the nurture campaign. So can you keep them engaged, tell them more things about your company, the projects that you're doing, the exciting tools you use, day in the life of working here, video content, social events, all. All of that type of thing you can put into a funnel. And what we recommend is keeping in touch every 30 days, every month. You want to at least be an engaging with that audience because they've shown some interest in your company. They might not be looking to move yet, but they've shown a glimpse. So when you're nurturing them, it might take 3, 6, 9, 12 months. But imagine if you had 10, 20, 30, 40 of those candidates within your funnel. You don't need a mass amount of thousands of signups because you're looking for a very specific hire. And you might know that you need to scale your business up to another 10 heads within the tech tech department and you know what general roles they are. You can forward, think and plan and strategize how you'll engage with that audience. And from there, that's when the end result is obviously being able to close and actually make a hire.
