Most businesses appreciate the need to market the goods and services they offer to consumers, but far fewer have embraced the idea of marketing a company’s employer brand to potential job seekers, also known as recruitment marketing.
Recruitment marketing uses the same basic methodology as traditional marketing but focuses instead on hiring goals. Instead of targeting potential consumers, recruitment marketing targets potential job seekers.
Recruitment Marketing “Sales” Funnel
One can think about the recruitment marketing process in terms analogous to the sales funnel. A major first step in any marketing effort is building awareness. In the context of traditional marketing, that means building awareness of a corporate brand, product, or service. In the context of recruitment marketing, it means generating awareness of a company as an employer.
