What Is Recruitment Marketing Automation?
Defined in layperson terms, it refers to the technology and tools used to make a rigorous hiring operation easy by automating multiple functions like screening candidates, scheduling interviews, tracking applicants, and even conducting background checks.
A combination of Artificial Intelligence (AI), Machine Learning (ML), and Predictive Analysis together form the basis of such an application.
By presetting a software tool to carry out the tasks that were earlier done manually, companies can reap benefits like reducing the time taken to fill a position and the cost per hire, among others.
Let us take a deeper look at these advantages.
Key Benefits Of Recruitment Marketing Automation
As we mentioned above, there are several upsides to automating the recruitment marketing process of an organization.
Here are some of the key advantages of recruitment marketing automation.
Reduction in Manual Labor
One of the primary benefits of automating any process is the dip in corresponding manual labor. Where on one hand all the steps of recruitment from calling in applications to conducting interviews used to be done by the Talent Acquisition team; now most of these tasks can be done using recruitment automation software.
Said software can be pre-programmed to perform specific functions like messaging the candidates, screening the applicants, scheduling the interviews, and more. This enables the HR team to focus on other important activities for existing employees.
Candidate Identification and Tracking
It has often been observed that more than half the aspirants for any given position drop out from the process mid-way. Now while this can be due to a number of reasons, identifying these potential candidates becomes a vital task for the talent onboarding teams. This is because unless you identify suitable contenders, you wouldn’t be able to approach them in the first place, let alone hire them.
Tracking these runners through every stage of the application process is also equally important. After all, if your monitoring lags at any step, you may end up losing out on a good potential employee.
Communication of EVP to a Larger Audience
As mentioned above, many of the prospects give up halfway through the process of applying due to various reasons. These factors could include a tedious application form, time-consuming assessment tasks, unrealistic deadlines, etc.
However, once you’ve identified these people, you can safely continue a stream of regular communication with them. The content of this interaction can include the Employee Value Proposition (EVP) alongside the goals, ideals, and principles of your company. This would ensure that these potential candidates are not just well aware of your organization’s processes but also associate your brand name with the ideals they look for in a company. In turn, you might just find them as an applicant in a future vacancy.
Moving ahead, since now you have a good idea of what recruitment marketing automation entails, let’s take a look at the steps you need to follow in order to successfully apply it in your enterprise.
Steps To Follow
The path you would need to take to effectively automate your recruitment marketing can differ from company to company and requirement to requirement. However, here we have compiled a list of some common and necessary steps to recruitment marketing.
Create a Brand
At the end of the day, it’s all about branding, isn’t it?
An employment brand can be explained simply as how an outsider perceives the experience of working with you would be. For instance, Google is often considered one of the best companies to work for due to the several good things we keep hearing about their work culture, the freedom to experiment and innovate as well as the employee perks.
Similarly, there are many more companies who have created a name for themselves in the market as not just good service providers, but also as good employers. And that is exactly what you need to do!
By making your organization an employee-friendly place with great perks, you position your company in the right light to all potential candidates who are looking to switch or willing for an opportunity to work at an enterprise like yours.
Develop your Strategies
Strategizing is an important part of executing any new plans you may have — be it personal or those meant for your company’s welfare. The same applies to recruitment marketing.
It’s crucial to analyze your competitors and their methods alongside designing yours according to your budget, timeline, and SMART goals. A roadmap laid out based on these factors can help you effectively achieve the goals you set out for.
Find the Right Tech
Implementation of good strategies is accompanied by the use of the right technology. After all, what good is a brilliant plan if you do not have the right tools to implement it expertly?
While there are several steps that require a different kind of application, there are simultaneously many applications that can perform various functions that you may need.
From creating walkthrough tours to developing guided task lists to employee training for advanced features, Appcues, as well as these top Appcues competitors, might just be the answer to all your automation software adoption needs. Additionally, take a look at some of the tools listed at the end of this article for your recruitment marketing automation needs.
Best Practices To Keep In Mind
As we had mentioned before, every company has its own requirements and procedures for moving ahead with new technology. But some best practices help with the same, regardless of the requirements or processes. These include the following:
Engage Across Multiple Channels
Did you know that about 98% of internet users aged 16 to 64 are active on some kind of social media platform along with multiple overlays?
This can easily testify, in its own capacity, as to how important it is to interact with the potential candidates across a variety of channels. If you insist on focusing only on a single or a handful of mediums, you might just miss out on a good candidate. Thus, whether you have a vacancy in current times or not, you should still ensure that you maintain some form of communication across various social channels with these audiences.
This can be done by sharing content like infographics, fun or informational quizzes, videos, and blog posts through your official handles. Even if you are not seeking out applicants to fill a position, this will make certain that they regularly engage with your ideas and understand the principles you hold. In such a case, when you do put out a post regarding an employment opportunity, the quantity, as well as the quality of applications you receive, can greatly increase.
Segment Potential Candidates
Similar to the traditional marketing practices, where a certain advertisement receives more traction when broadcasted as per segmented specifications — recruitment marketing also benefits from proper segmentation in which you divide your audience based on demographics, location, psychographics, etc.
By demarcating clearly as to which communication is meant for which kind of candidate, you can go a step ahead in reaching the right candidates and thus having the intended individual and overall impact.
Boost the Application Experience
As we covered above, there is a high percentage of aspirants who drop out of the recruitment process even before reaching the interview stage. This could be due to several reasons like having to fill a very lengthy form that takes up a substantial amount of time or being subject to multiple tasks that seem more elaborate than necessary. Unrealistic deadlines to completing the process could be another factor.
A rigorous process may be what you require to weed out the less suitable applicants, but you need to also ensure that you’re not losing the best potential candidates because of an extremely rigid system. By boosting the experience one undergoes while applying for a vacancy at your organization, you assure them of not just a smooth recruitment and onboarding process, but also a satisfactory work experience.
Use TalentLyft for Recruitment Marketing Automation
Here is how TalentLyft can help you set up and optimize your recruitment marketing efforts.
With several integrations across various job boards and social media platforms, we offer a one-of-a-kind software that provides uniquely priced packages as per your requirement. The tool covers the entire recruitment marketing process from sourcing and applicant tracking to advanced hiring analytics.
Thanks to our partnership with VONQ. you can easily post your job across over a 1000 job boards and display your ad exclusively to relevant applicants.
Additionally, all available email automation features allow you to send highly personalized automated emails thus reducing your workload just a little bit more.
Keeping in mind that your business requirement is unique, pay attention to all the ins and outs of your shortlisted recruitment marketing automation tools and then choose the one that fits those needs the best. Remember, no two companies are the same, and so, discard the idea that the recruitment software used by your competitors is the only one that can give you the best results.
We hope you have as much fun with this modern way of recruitment as we do!
Hazel Raoult is a freelance marketing writer and works with PRmention. She has 6+ years of experience in writing about business, entrepreneurship, marketing and all things SaaS. Hazel loves to split her time between writing, editing, and hanging out with her family.