Digital Marketing for Recruiting

Digital Marketing for Recruiting

January through March is a big recruiting season for college students in Japan (Japanese corporate calendar starts from April). One thing HR department is always worried about is that many prospective employees decline/ are poached by other companies in the last minute. This issue comes from the custom that Japanese corporations recruit college students one year before they join the company. For example, the college students recruited in this month will join the company in April of 2018. This may be odd but a normal practice in Japan.

Then, HR department of every company has to succeed in understanding the behavior of college students, who are going to graduate in one year, and optimally communicating at the best timing. In this field, digital marketing thinking is said to be essential. One marketing survey company conducted a survey on to what extent company's HR department utilizes digital marketing to solve this problem. According to this survey, the personalized communication using SNS and video contents is increasingly used. Also, 33.8% answered that "individual follow e-mails" as a part of solutions. A takeaway is that digital marketing can be used for something other than commercial activity (i.e. sales).