Recruitment marketing is the strategies and tactics an organization uses to find, attract, engage and nurture talent before they apply for a job, called the pre-applicant phase of talent acquisition (Recruitment marketing). According to revision history Recruitment marketing, the first wiki about Recruitment Marketing was published in may 2015. So we can conclude that the term is quite new.

If we have to believe the HR Bartender.

2016 is the year of Recruitment Marketing

To me it still sounds like trend but in the end it is also quiet logical. The #infographic below explains why.

Infographic
ICIMS-Recruitment-Marketing-Infographic

I must admit some information was not a surprise. For example, 90 percent of HR professionals agree that having a strong employment brand is more important today than it was five years ago. But what did surprise me were the steps that HR pros are taking to strengthen their brand using recruitment marketing:

  • 86 percent said recruitment marketing automation is an effective strategy to identify, attract, engage and nurture candidates.
    76 percent have seen a strong return-on-investment from the use of recruitment marketing automation tools.
    48 percent currently have or plan to hire someone in 2016 who is responsible for recruitment marketing.

So it looks we better believe HR Bartender, so let’s look for some example of companies that focus on Recruitment Marketing:

  • VONQ (NL). Here it is called Job Marketing Platform: Having difficulties finding the perfect candidate for your vacancy? We will make sure that your job advertisements always reach the right target audience. All together it seems the same as Recruitment Marketing.
  • HRMatches (NL) HRMatches Recruitment system. From posting your job ad to assessing and managing candidates, it saves time on admin and creates time for people.
  • Adwise is an Dutch agency with recruitment marketing services.
  • Mr Work Software Social recruitment and advertising.
  • Smashfly US based company with $31M investments. SmashFly’s Total Recruitment Marketing Platform transforms how organizations find, attract, engage, nurture and convert leads into applicants. Candidates have choices. We help ensure they choose you by empowering your talent acquisition team with modern recruiting software that’s purpose-built to dramatically improve the front-end of your recruiting process, so you get great hires to fuel your growth.
  • Smartrecruiters Sillicon Valley based ATS supplier with $54.96M investment. Last funding round was in June 2016. The company provides complete talent acquisition platform (ATS) to find, engage and hire great talent.
  • Jibe.comA New York based company with $36.88M investment. Transform your career site into a recruiting engine. Jibe’s ATS integration unlocks data that has been trapped in your ATS and makes it extensible. You can distribute jobs from your ATS to job boards, surface job data to create dynamic SEO-friendly landing pages with targeted content, and more.
  • Work4. Silicon Valley based company with $54.96M investment that offers a recruitment app that allows companies to find, engage and recruit individuals via Facebook. It call itself leader in Social and Mobile Recruiting.
  • Landing.jobs is a candidate-driven tech jobs marketplace, matchmaking sought-after professionals with curated job offers.
  • Linehire powers in-house recruitment teams. Better Candidates, Faster. Our goal is to help companies improve outcomes for their recruiting teams. We have a product for internal company recruiters that delivers interview-ready candidates right to their in-box. Its part technology and part human powered.

Recruitment Marketing is a typical approach from the company side. Brand your company, reach potential candidates online, engage these candidates and convert them into employees.

It is still what Dr Armin Trost calls traditionally Human Resource Management. In other words:

The right people,
in the right place,
at the right time

But as Dr Trost mentioned the traditional HR doesn’t fit with what the people (employees) want.
The needs of (working) people:

I want a meaningful job,
that fits to me and my life.

More background about Dr Armin Trost vision you can read in my previous article The end of Human Resource Management as we know it.

So what is next, after recruitment marketing?
For the scarce jobs candidates can choose, these candidates want a meaningful job, that fits to them and their life. In other words employers, need to discover how create this meaningful jobs, or better what is the meaningful on personal level for the candidate that also fulfills the job requirements.

How to discover what is meaningful on candidate’s level?
Off course the employer can start asking, but it would be nice when the employer is able to select candidates from whom the employer can create a meaningful job.

A way to analyze this maybe to collect data about the candidates, data like the traditional hard skills, but also more soft skills, or even more personal wishes. It can be from CV’s and motivation letters to social media activity and for example assessments. Based on historical data with the answers algorithms can be created that predict if the employer can offer a meaningful job for the candidate. A solution based on Machine Learning.

“Translated” to the employer benefits, it means:

If I hire this employee, he or she will fit in the team and will work for us for years (as long as we can keep the job meaningful).

Within my vision, the meaningful job, that fits to the candidate and their life fits the best in the Personal Job Assistant, so the Siri or Google Now, or actually the Personal Job Assistant integrated in Siri, Google Now or Microsoft’s Cortana. It collect your data and match it with a more meaningful job, if the user is ready for it.

The first step to the Personal Job Assistant is Chatbot. A chatbot is computer that answers questions in a chat (like Skype, Whatsapp or Facebook Messenger), the more intelligent the bot the better it advises the user preferable with the right emotions. It may better advice because the chatbot collects data by asking. It builds a candidate’s profiles and already analyzed your social media activity (in case of Facebook Messenger). It may be the first step to the personal job advisor.
Some examples that use Artificial Intelligence for recruitment:

But these Chatbot solutions are to making recruitment easier but do NOT find the meaningful job for the candidate.

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