Today, the way jobseekers apply for jobs is undergoing a major transformation. Companies used to control the entire recruitment process. Nowadays, the vast majority of jobseekers use Google; digital transformation transformation. It's the easiest way to gather information about a potential or future workplace. As a result employer brand or employer image has become an essential element. Recruiters need to think more like marketers to create a compelling application experience.

What is human resources marketing?

Rh marketing, also known as " inbound recruiting ", is a strategy that aims to deliver an excellent application experience by creating a wealth of employer brand content. It's also a set of marketing strategies that help companies build relationships with top talent. By opting for an inbound marketing approach to their internal recruitment strategy, companies are able to interact with jobseekers, engage with them on social networks and win them over throughout the recruitment process.

To understand HR marketing, it's important to know the difference between inbound and outbound recruiting.

HR marketing: outbound recruiting strategy

Outbound recruiting is the traditional approach to recruiting new employees. It involves a company posting vacancies on its website or on any other employment platform. Recruiters who use outbound recruiting compete for new talent. They seek out promising candidates and use every possible means (e-mails, calls, advertising, events) to introduce them to the company. 

HR marketing: inbound recruiting strategy

Inbound recruiting consists in creating an opportunity for candidates to find the company. This strategy can be translated into the development of an employee advocacy approach, i.e. the implementation of authentic communication by employees to raise awareness among candidates and encourage them to come and work for the company. Many successful companies have no need to search for talent. Their main objective is to select the best candidates from a large pool of applicants willing to work for them. However, inbound marketing is an approach aimed at making your company attractive. It often involves using email and social media campaigns to deliver compelling content to potential candidates.

Inbound marketing and human resources management

If the term "inbound marketing" sounds familiar to you, that's because it's the hot new strategy for attracting, engaging and seducing customers. Today, tens of thousands of companies worldwideuseinbound marketing. As a reminder, here are the four stages of inbound marketing: attract, convert, close and retain. When it comes to recruitment, the same conversion tunnel can be applied to candidates, using methodologies borrowed from marketing. 

Each step corresponds to a question that absolutely must be answered.

Attract

How do job seekers find out about your company?

You may have a site dedicated to your job offers that attracts potential candidates. content on social networks that will be noticed by passive candidates, or a Glassdoor page. 

Convert

After a jobseeker's first visit to your site, are there opportunities for them to engage and interact?

Subscribing to a career blog or joining your talent network is an example of converting this interest into action and succeeding in recruiting the best.

Conclude

Applying for a job is not a decision to be taken lightly. That's why it's vital to maintain and strengthen contact with candidates who have expressed an interest in your company.

Build loyalty

Finally, how do you turn candidates into promoters?

Creating a remarkable employee experience, asking for feedback through surveys and giving candidates who don't receive an offer the chance to stay in touch are all steps towards creating a community of candidates who will tell their friends - ideally talented young graduates - about the company, or who will apply again in the future.

HR marketing, recruitment challenges

The world of recruitment is constantly evolving and changing. Companies that used to communicate directly with their candidates often find it difficult to attract new talent.

For some years now, outbound recruiting has no longer been the only way to recruit and create employee commitment. HR marketing is increasingly used, enabling recruitment managers to choose from hundreds of candidates who have already made their selection. 

However, this doesn't mean that outbound marketing has become irrelevant. On the contrary, recruiters still need it when recruitment tactics aren't working. The inbound approach is more personal and engaging. Effective recruitment should therefore include elements of both methods to deliver speed, accuracy and long-term reliability. This is what will enable you to offer genuine employee satisfaction.