Recruitment Marketing Automation | What is it?

What exactly is Recruitment Marketing Automation and how do you apply it? What are the benefits and what should you pay attention to? Read all about it!

In the candidate-driven labor market, it is quite a challenge to find and inspire talent. For you 10 others or more. Recruitment marketing is therefore starting to look more and more like marketing. It makes sense that marketing automation for recruitment is also an increasingly heard term.

But what does recruitment marketing automation actually mean? What are the benefits and how do you apply it? We will tell you all about it, read on!

What is recruitment marketing automation?

Basically, marketing automation means that you use automated systems to engage leads and follow and guide them through their customer journey. The difference with marketing automation for recruitment is that instead of leads, you approach candidates.

It's all about the right message, the right person, the right context and the right time. One way to apply marketing automation is to set up a so-called nurture flowIn marketing automation for recruitment this is also called the talent nurture flow named.

This communication plan, tailored to your target group, shows who you are addressing, at what time and with what message. The communication plan is linked to the right channels, such as mailings, landing pages or advertising channels. You can follow all the steps your lead takes at an individual level. This gives you insight into which emails have been opened and whether (and where) they are clicked through.

Why marketing automation for recruitment?

Marketing automation has been used in marketing for a long time. This is mainly done to acquire new customers. Research shows that 80% of B2B marketers have the strongest focus on lead generation. Marketing automation is an indispensable tool if you want to generate leads efficiently and effectively. In 'normal' marketing, at least 40% of B2B marketers use a form of marketing automation.

Recruitment and sales may seem very different, but they have more in common than you might think, especially these days. Building relationships is key, as is acquiring new leads, inspiring them and converting them. So it’s not at all crazy to use marketing automation in recruitment.

What are the benefits?

The biggest advantage of recruitment marketing automation is the time it saves. If set up properly, (almost) the entire recruitment process can run automatically. From scheduling interviews to emailing candidates, it can all be done automatically. This also eliminates the risk of losing a candidate because they don't have a pleasant experience and have to wait a long time.

With marketing automation for recruitment you shorten the time-to-hire and save time and money in the entire recruitment process. A plus of recruitment marketing automation is that you let the online channels work for you. This makes the sales process (yes, as an employer you also have to sell yourself) easier and you have more insight into your target group.

Responding starts with insight

The software used combines data, giving you insight into all data. This allows you to respond even better to your target group and easily test and implement changes in the process.

An optimal candidate experience is more important than ever today. With a smartly designed Candidate Relation Management Software (CMS) it is now even possible to show each visitor a unique vacancy page. This increases conversion and makes it possible to run campaigns on vacancy level (instead of on target group).

Real contact

Recruitment marketing automation is ideal for making the recruitment process faster and more efficient. You save costs and time. However, it does not replace human contact. With marketing automation in the recruitment process, you can save on the number of recruiters and the time they spend.

Recruitment marketing automation is one thing, personal contact is another. In recruitment, it is important that there is a personal click. Automating the marketing around your recruitment does not replace the added value of a recruiter. It does ensure that the selection process is a lot faster and easier.

Getting started with recruitment marketing automation

Recruitment marketing automation not only saves time and provides insight into your target group, it also helps to attract and retain the right candidates. Setting up such a data-driven system requires expertise, the right structure and attention to the application of the systems.

An important part is lead generation. You can use your own data system for this and/or use advertising possibilities. Then you start setting up the talent nurture flow within a suitable marketing automation tool. Put yourself in the shoes of your target group.

Accurately measure how candidates move through the flow and then respond to this. The right User Experience (UX) and targeted content creation.

Optimizing recruitment marketing

Setting up a successful recruitment marketing automation is an investment. It takes time and the right knowledge. Do you want to get more out of your recruitment marketing but don't have the time and knowledge at hand? Instead of automating everything internally, you can also outsource your recruitment or have it supported.

We have over 50 years of experience and have everything in-house to help you with lead generation and smart, automated target group campaigns. Please contact us, we are happy to help you!

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