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2 min read

Ultimate Guide to Recruitment Marketing

By Sara West on Oct 27 , 2021


Recruiting in a job seeker’s market gets complicated quickly. In addition to stiff competition for quality candidates, employers must consider cultural fit, engagement strategies, and talent attraction strategies that reach beyond the job board. If recruiters don’t zero in on hiring the right person the first time, recruiting costs will skyrocket as retention drops and turnover escalates.

In December of 2019, the Bureau of Labor Statistics reported 6.4 million job openings. That’s down over 10% from the same time last year, but it still outpaces the 5.9 million hires that took place during that month. These numbers often play out in favor of candidates, especially those with high-demand skills. Candidates can afford to be choosy about the positions they accept, and employees don’t have to stick around in a job that isn’t a good fit. With online reviews and social media at their fingertips, they can make decisions based not only on the specifics of the role, but also on what it’s like to actually work for a specific company.

Employers, meanwhile, must compete with hundreds of other companies for qualified talent. People with the right skills might be few and far between. The best candidates will likely receive offers from multiple employers, especially in high demand fields like technology or healthcare. To compete, employers must be more strategic about the ways they find and attract talent.

The stakes are high, and the right hire could make the difference between success and failure in the marketplace. So how can you boost your chances of securing the talent you need?

It starts with recruitment marketing.

Table of Contents: Recruitment Marketing

  • What is Recruitment Marketing?
    • The Funnel: How Marketing Intersects with Talent Attraction
    • Why Job Postings Aren't Enough
  • The Starting Gate: Position Yourself for Success with Candidates
    • Candidate Personas: Get to Know Your Ideal Candidate
    • SEO / SEM: Find Your Candidates Online
  • Run the Race: Plan & Execute Your Strategy
    • Awareness
    • Consideration
    • Interest
  • Clock Your Time: Recruitment Marketing Metrics & KPI's

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Sara West

Written by Sara West

Sara West leads Hire Velocity’s sales development, demand generation, and marketing growth strategies and operations. As Director of Strategic Development, she shapes Hire Velocity’s brand strategy to build market awareness, generate sales leads, and acquire new customers. She also works closely with the sales process to implement scalable end-to-end sales solutions and develop the sales team. Sara’s prior experience in operations, marketing, and technology has positioned her uniquely to oversee the strategic planning process, create synergies across the organization, and assess new strategic initiatives. Her responsibilities include developing Hire Velocity’s national marketing vision and brand strategy, overseeing marketing programs and communications, generating awareness and demand through brand messaging and content strategy, and implementing predictable, vision-based sales processes. Prior to joining Hire Velocity, Sara served as a Financial Analyst for Signal Hill Capital Group in New York, where she specialized in the IT services and IT security software sectors. There, she played a pivotal role in researching, valuating and executing major deals, completing extensive due diligence for both buy-side and sell-side transactions. Sara began her career at Garber Venture Capital Fund, where she oversaw teams who evaluated opportunities and performed due diligence for investments within the medical industry. Sara has been a member of Society of International Business Fellows (SIBF) since 2015 and is a graduate of the SIBF Leadership Academy. Sara graduated from the Schreyer Honors College at The Pennsylvania State University with a Master of Accounting and B.S. in Accounting, as well as concentrations in Economics and Religious Studies. An avid traveler and animal lover, Sara’s home base is in Atlanta with her rescue dog, Piper.