Marketing Company Strategy To Attract Top Talent

The job market right now is all about attracting top talent. It’s nearly as important as acquiring new clients. Recent research shows that 77% of HR professionals report difficulties in filling full-time positions. Organizations need focused strategies that do more than fill positions. They also need to build a pipeline of qualified candidates who align with the company’s values and goals. 

It’s a complex task, especially if you’re creating a top talent attraction strategy for the first time. However, it may be easier than you think. 

In this article, we’ll explain the role of a marketing strategy in recruitment, give you practical tips on engaging top talent, and highlight the benefits of promotion in recruitment. After reading, you will be able to implement this knowledge into your organization’s strategy. 

Buckle up and take notes.

What is Marketing Strategy in Recruitment?

Recruitment marketing is a niche-focused promotional approach that applies marketing principles to the hiring process. This hybrid between marketing and recruiting does more than traditional recruiting. It promotes your company’s culture, strengthens your employer brand, and presents career opportunities to potential applicants with more creativity. 

Opposite to the traditional recruitment process, which begins when a position opens, recruitment marketing builds continuous relationships and engages with potential candidates. Your goal is to tell them as much as possible about your company until they decide they want to work with you. Recruitment marketing is, therefore, the most efficient when headhunting senior and C-level professionals. 

How to Craft Effective Talent Attraction Marketing Strategies?

To help you craft compelling recruitment marketing strategies, we’ve made a list of 4 essential practical steps you should follow. 

Promote Employer Brand

Your employer brand represents how your company is perceived as a workplace. It shows your company’s reputation, values, and culture from an employee’s perspective. Those are the aspects the potential candidate might resonate with, and they will certainly influence their decision to either work with you or not. 

No company built a strong brand by accident—you need to know how to communicate it. 

You need to:

1. Create a unified brand voice across all platforms to be consistent between what you communicate to customers and what you promise to employees.
2. Highlight your company culture through authentic content that highlights the day-to-day experiences of your team members.
3. Articulate core principles in ways that demonstrate how they translate into the candidate experience.

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Candidates are more likely to apply to work at your company if they know your employees have certified it as a great workplace.

Optimize Career Page and Job Descriptions

What is the first touchpoint candidates have with your organization? It’s the careers page and the job descriptions on it. That’s why it’s crucial to optimize it. Top talent will ignore poorly looking pages, with unfriendly UX, and hard-to-find positions. 

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Start by applying these 3 tips first! 

1. Research & Use Relevant Keywords

Keywords help search engine bots understand your content, making your career opportunities discoverable. While brainstorming can work, it's better to use professional tools to identify the actual queries candidates use in their job search. Use the free keyword tool by SE Ranking, as its limits are enough to optimize the website's careers page and job descriptions for free.

When selecting keywords, focus on specific job titles and skills, industry-specific terminology, and location-based search terms. 

2. Structure Your Content Properly

Organize your content thoughtfully for both search engines and human readers and avoid keyword stuffing. 

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Always include:

• A clear H1 heading (used only once per page)

• Logical H2-H4 subheadings to break up content

• Concise paragraphs focused on key information

• URLs that include relevant keywords

• Well-crafted meta descriptions that entice clicks

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Source: Napkin.AI

Alt: How to optimize content for search and readers

Keep URLs simple and relevant to the content on the page. Limit your URL to just the job title (which would be the target keyword).

When you create meta titles and descriptions:

• Keep descriptions between 150-170 characters

• Include your company name and relevant keyphrases

• Make descriptions compelling and relevant to the page content

• Follow up your meta title with additional information in the description

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Remember, candidates will read this content, so prioritize readability and relevance over keyword density.

3. Enhance Your Pages with Regular Updates, Visuals, and Testimonials

Your career page should look alive, so you have to update it often. Keep your content fresh by updating job listings, including authentic photos and videos of your workplace, and including testimonials from your current employees about their experiences. Don’t forget about highlighting growth opportunities and career paths, since that might be the key thing top talents are looking for.

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Advertise Through Suitable Marketing Channels

To attract top talent, you need to meet potential candidates where they already are. Identify the primary channels your ideal candidates use and develop a consistent presence there.

1. Social Media

Social media is a great place for boosting your brand and growing your audience. LinkedIn is the most important social media platform for professional content, specifically for recruitment. Still, any platform can be utilized to elevate a brand. 

These five simple steps are a good start:

• Share behind-the-scenes content about your workplace

• Highlight employee achievements and milestones

• Promote open positions with engaging visuals

• Engage with industry conversations relevant to your field

• Showcase your company's community involvement

In reality, all the channels for business marketing work for recruitment marketing as well. 

2. Employee Referral Program

As you create recruitment marketing strategies, know that your current employees can be your most effective top talent scouts. Offer your existing talent pool a structured referral program with meaningful benefits.

Employees who enjoy your company will naturally want to bring in like-minded colleagues, which often results in higher-quality candidates and better retention rates.

3. Online Hiring Events

Online hiring events allow recruiters to reach top talent regardless of geographic limitations, a much-needed feature for all remote-first companies. 

If your organization allows people to work from anywhere, consider hosting virtual open houses to showcase your workplace or organizing online Q&A sessions with team leaders. Let people from around the world know you. Create webinars about your company or live stream on social media, telling others about career opportunities within your organization. 

4. Email Marketing

As a highly productive outreach channel, email marketing works in recruitment as well. To deepen the relationship with your talent pool, develop email campaigns to nurture potential candidates. 

This might include:

• A talent community newsletter highlighting company news

• Personalized outreach to passive candidates with relevant backgrounds

• Updates about new opportunities that match candidates' interests

• Content showcasing employee experiences and growth stories

4. Use Content Marketing

Podcasts, blogs, and videos create touchpoints with potential candidates. If you haven't yet started producing in-house content, now is the time. Choose one among many content channels and perfect it before moving on to another. Post consistently, and remember, quality is far more important than quantity.

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Source: Napkin.AI

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And finally, encourage employees to share their experiences on social media. Authentic stories from employees build credibility and trust with potential candidates.

Benefits of Continuous Recruitment Marketing

The benefits of implementing a well-structured recruitment marketing strategy are many. We bet you already have at least one on your mind. 

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To help you summarize, let’s go over a list of the most crucial benefits of continuous recruitment marketing:

• Reduced time-to-hire: When you already have a pipeline of engaged candidates, filling positions happens more quickly.
• Higher quality candidates: Continuous engagement attracts people who are interested in your company, not just those desperately seeking any job.
• Cost efficiency: Proactive recruitment marketing can reduce reliance on expensive recruiters and job boards.
• Improved employer brand: Consistent messaging builds a stronger reputation in the talent marketplace.

Many people aren't actively searching for new roles, but can be persuaded through compelling campaigns. Successful recruitment marketing helps you reach these individuals before they're actively job hunting.

Summary

A strategic approach and developing a well-structured recruitment marketing strategy give your organization an advantage in hiring top talent. By developing a comprehensive strategy that includes employer branding, content optimization, multi-channel promotion, and engagement, you will get a sustainable pipeline of qualified candidates in alignment with your company’s mission.

Recruitment marketing is not a one-time effort but an ongoing commitment. The most successful companies treat talent acquisition with the same importance as customer acquisition, recognizing exceptional employees as fundamental to business excellence.

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