Featured Research: Crossing the Chasm to Recruitment Marketing Maturity
Understanding individual recruitment marketing maturity is paramount for success
Posted on 05-14-2018, Read Time: Min
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For successful talent acquisition organizations, recruitment marketing has evolved into a core discipline that now provides and dictates overall recruitment strategy. The challenging recruiting landscape has also compelled the most innovative and forward-thinking talent acquisition leaders to adopt modern recruitment marketing strategies and processes, while implementing new technologies to support them.
With each shift in consumer and candidate behavior, employers are introduced to new tactics and technical capabilities, which highlight the lack of alignment between strategies with resources and initiatives that promise to have the biggest business impact. As an employer, understanding individual recruitment marketing maturity is paramount for success.
Trends Impacting Recruitment Marketing
With the rapid evolution of recruitment marketing over the last 15 to 20 years, there has been a progression of technological capabilities that have significantly impacted recruiting in a short period of time. Each of these has increased pressure on recruiting to match pace with shifting expectations of candidates.
Figure 1: Eras of Recruitment Marketing
Another trend that is challenging recruiters today is the type of skills organizations need and want for their businesses—the hottest, emerging skills now are very different than what companies were looking for five to seven years ago. A recent Hays study supports this—while nearly 60% of companies are increasing headcount, 75% of organizations are reporting a skills shortage. And because of the skills gap, time to hire has increased. Plus with consumer access to information now at our fingertips, we now expect enterprise organizations to be more efficient as well. And we expect our experiences will be consistent as we move from device to device—rather than siloed between devices and channels.
Finally, it’s important to not overlook one key trend as the recruitment marketing landscape has continually shifted. While we have focused nearly entirely on the candidate experience, the recruiter experience should be just as important to us. Recruiters have had to adapt and change rapidly, and have more demands today placed on them than ever before. We have to enable and empower recruiters who are responsible for delighting candidates to deliver the best possible experience, and provide them strategies and technologies that can support this.
Modern Recruitment is Modern Marketing
We can also study the similarities between modern recruitment and modern marketing. Modern marketing is complex, multichannel, personalized, integrated and data-driven. This carries over to modern recruitment. Understanding this similarity is what led to the formation of the Evolve Maturity and Efficiency Framework - SM, developed by Talemetry (see Figure 2). This is a proprietary operational framework for simplifying the path to world-class results for enterprise talent organizations and recruitment marketing professionals.
Core Process Areas and Capabilities in Recruitment Marketing
Modern recruitment marketing consists of six process areas and capabilities. Understanding whether organizations have the right strategy and plans in place with the right technology is essential in knowing where improvements or investments should be made to the overall recruitment marketing process. The six recruitment marketing processes are:
- Inbound marketing
- Sourcing
- Outbound
- Relationship management
- Candidate engagement
- Conversion and outcomes
The first five processes drive to conversion and outcomes. And there are many capabilities within each of these six areas, but not every capability is right for each organization’s goals.
Recruitment Marketing Maturity Levels
A successful recruitment marketing function consists not only of technology, but also includes people, processes, organization and culture. And while technology has evolved rapidly over the last two decades, the other components of recruitment marketing have not kept pace. Clearly, different organizations are at different levels of recruitment marketing maturity. Some companies have established, connected and optimized processes, but others are less mature, with disconnected and ad hoc recruitment marketing processes. As showcased in Figure 2, the four levels of recruitment marketing maturity are:
- Level 1: Ad Hoc Recruitment Marketing
- Level 2: Developing, But Disconnected Recruitment Marketing
- Level 3: Integrated and Efficient Recruitment Marketing
- Level 4: Advanced Recruitment Marketing
Figure 2: The Evolve Maturity and Efficiency Framework Developed by Talemetry
Many larger enterprises are typically at Level 2 and perhaps emerging into Level 3. At a Level 2 Maturity, technology is not connected or integrated, skills may be lacking, or the right strategy might not be in place to take advantage of capabilities. When approaching Level 3 Maturity, organizations realize greater efficiencies by connecting capabilities, processes and technologies.
Overall, the opportunity for organizations lies in getting the most out of time and resources put into recruitment marketing—and the Evolve Framework helps reveal real possibilities of where this can happen today and where we can improve tomorrow.
Take the Next Step to Recruitment Marketing Maturity
For more insight on understanding how mature your organization is compared to the Evolve Maturity and Efficiency Framework, we invite you to listen to the replay of the recent webinar by Talemetry: Evolve the Effectiveness of Your Recruitment Marketing.By understanding where you are currently based on the Evolve Framework, you can more effectively map out and begin connecting core recruitment marketing processes and capabilities. Using this proprietary model will also help your organization in achieving quicker hires, lower cost per hire, better quality of hire, and eventually, less turnover. After all, taking out the inefficiencies in your recruitment marketing process will help you make your recruiting organization—and ultimately your business performance—more successful.
Author Bio
| Kerry Fuqua is Director of Marketing at Talemetry. Visit www.talemetry.com Connect Kerry Fuqua |
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