How To Successfully Leverage Recruitment Marketing

Michelle Abdow is the president and founder of Market Mentors, a full-service marketing and advertising agency.

There’s no way around it—the workforce is undergoing a massive transformation. Intensified by the millions of people who quit their jobs over the past year, and the millions more baby boomers who have been retiring from work, recruitment and retention of employees has become a massive challenge for employers.

In response to these jarring adjustments in the labor market, businesses need to quickly adapt and change their strategies for attracting and keeping top-tier talent. Gone are the days of completely relying on job boards, classified ads or word of mouth to get your next star employee—in today’s climate, creating a robust recruitment marketing campaign has taken its place. From forging a solid employer brand to using video to garner interest in your company, it’s become important to use an “all things media” approach to meet prospects where they are. Here’s how to successfully leverage recruitment marketing to fill your seats with the right people.

The Times They Are A-Changin’

Before you can effectively attract employees, you must first understand some of the factors behind why the labor market is changing.

Demographer, author and renowned speaker Ken Gronbach stated in one of his recent newsletters that we are facing a demographic shift as workers naturally age. Baby boomers are getting older and exiting the workforce. This is only exacerbated by the millions of people who have decided to leave their jobs to find new ones, work for themselves or take care of other responsibilities.

With just over 70 million boomers and only 65 million people part of Generation-X behind them, there is a huge gap. The good news is those coming up behind the Gen-Xers (millennials and Generation-Z) are nearly 140 million strong. So the employment crisis will not last for long. In fact, we may soon have more people than we will jobs. It’s simple math, just follow the numbers!

But what about the present? In December 2021, there were 10.9 million job openings in the United States and 5.7 million unemployed people who wanted a job. So why is it so hard for businesses to find employees?

According to the Washington Post, workers are looking for more benefits, yet companies are not heeding these requests. Instead, businesses are favoring candidates who will work in person, have several years of experience, and are available to work during the evening or the weekend.

It would stand to reason that if a company could onboard junior-level candidates and train them, they may fare better from a staffing perspective. Especially since there are so many in the millennial and Gen-Z age groups coming up the ranks, once again leveling the playing field for employers.

Build Your Employer Brand

To begin successfully attracting workers in our tight labor market, you must build a brand that potential employees will find interesting and want to associate with. Maximize and build upon what differentiates you from the competition in all your communications, including your website and social media pages.

View your company website from the perspective of a potential job candidate. What do they see? What’s your company story? What’s your brand promise and culture? Who works there and what does the workplace look like? In other words, what sort of personality does your brand embody? Does the application process have a good user experience—is it easy? Are there links to your social media? Speaking of which, what do your social posts say about your company and its culture? Social media is a great place to give prospective employees a glimpse behind the curtain so they can see what it might be like to work with you.

Behind the scenes, it’s important to ensure that your human resources and/or recruitment teams are in lockstep with your marketing department to communicate a unified message to potential employees. Communications to customers and candidates both need to accurately represent your brand and attract target audiences, so they should work in tandem.

You must meet candidates where they are. From paid media to earned media, owned media and shared media, move past the job boards and inundate potential candidates with your message in as many ways and as many places as you can. This can include broadcast television and radio, billboards, connected TV, streaming radio, and more.

Your existing employees can also be great ambassadors for your company’s brand. When employees like where they work—if they feel fulfilled and enjoy their jobs—they will be more inclined to promote your organization. Feature employees who embody your culture; ask them to share hiring posts on their social media accounts.

Video, Video and More Video

Ask any marketing professional about the most effective marketing mediums, and they will almost undoubtedly sing the praises of video. So why not use the moving image for recruitment purposes as well?

We live in an “I want it now,” instant gratification and multiscreen society in which video plays a huge role. In fact, according to Cisco, in 2022, online videos will make up 82% of all consumer internet traffic, up from 73% in 2017. If that isn’t enough, more than a billion hours of YouTube content is viewed every day, and Facebook hosts 8 billion video views per day.

Use the power of video for recruiting. Create a corporate overview video that explains why a person would want to work at your business, then edit condensed versions for advertising and build out shareable social content. Make sure your video is well-produced and high-quality to portray your company in a positive light.

You have to sell your company to prospective employees in the same way you sell your products and services to potential customers. Focusing on building an employer brand on multiple mediums and using video to tell your story are surefire ways to attract top-tier talent to your company. Partnering with your marketing department or marketing firm can help.


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