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Recruitment marketing is essential to find the right talent. What are the trends for 2022?
The world is changing rapidly and that certainly applies to the world of recruitment marketing trends. We are in a candidate-driven market where employers have to do everything they can to appeal to applicants. If you want to keep up and excel, it is useful to be aware of current developments. In this article we share 5 recruitment marketing trends 2022 that you do not want to miss. Will you read along?
1. Data-driven recruitment and modern techniques
Measuring is knowing, and good systems often save time and money. It is therefore no surprise that data-driven recruitment is a trend that will continue in 2022. An efficient and measurable recruitment process is crucial to gain insight into the success of your recruitment efforts. From lead times of vacancies to the response to used recruitment channels; with relevant data you can turn the knobs in a targeted manner.
In addition, the use of useful technology plays a role more than ever. A good applicant tracking system (ATS system) for capturing candidates and posting vacancies is a must if you want to automate your recruitment and selection process.
2. Target group research
Following on from the first recruitment marketing trend 2022, we see that target group research plays an important role in a market where applicants call the shots. To ensure that you are targeting the right pond, it is advisable to have a good idea of your target group before setting up a campaign. How big is your target group, how do you reach them and what are the major pull factors? Knowing your target group and responding to it (possibly with advice from a professional) is a very important factor in recruitment marketing.
3. User Experience
Once the target group has been identified, you can do much more than just reach the right people – at the right time – via accurate channels. After all, you don't just want to reach (latent) job seekers, you also want to enthuse them. Customization is becoming increasingly important here. A recruitment marketing trend for 2022 is therefore showing personalized content.
User experience (UX) can make a big difference here. Hiring a UX recruitment designer to take on the content creation for campaigns is an investment that pays off. Things like text, aspect ratios and how certain colours and styles are perceived by candidates can have a big impact on the CTR (click through rate) of campaigns.
4. Smart, cross-media campaigns
Once you know who your target audience is, where they are located and what appeals to them, you can start hypertargeting with customization. Smart campaigns are therefore a recruitment marketing trend that we cannot ignore in 2022. Programmatic advertising is used to reach your target audience even more specifically. In programmatic advertising, the previously discussed recruitment marketing trends come together.
Digital advertising space is purchased here, using software. Smart algorithms analyze the behavior of users so that your advertisement is displayed at the right time and in an effective way. In 2022, recruitment campaigns are used cross-media to address potential candidates via important channels. This is done in a way that matches where candidates are in their journey. Regularly perform A/B tests to test and improve the results of your target group campaigns.
It is important not only to respond to recruitment marketing trends, but also to follow developments in (social) media. You also want to reach users on popular platforms - currently for example SnapChat and TikTok.
5. Employer branding
A general development that we have been seeing for some time now is that recruitment is increasingly becoming marketing. Potential employees are increasingly seen as customers who need to be convinced of a product or service. Within labor market communication, a vacancy text as a business card is no longer sufficient.
As a company you need to be concerned with employer branding, last but certainly not least when it comes to the marketing trend 2022. You have to sell yourself, so to speak, so that employees can no longer ignore you (and want to).
Outsource recruitment marketing
Because recruitment marketing is a profession in itself, more and more companies are calling in the help of a professional for their recruitment and selection. At Recruitment Marketeers, 50 years of experience come together with absolute passion for the profession. We have everything in-house to help you with your recruitment issues. From UX recruitment designer to custom campaigns or creating a well-converting 'werkenbij-site'. Do you want to brainstorm or are you looking for advice? We would love to hear from you!
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