In this constantly evolving world most companies are going through digital transformations, especially focusing on gaining efficiency and increasing sales. Digital marketing, which clearly targets the sales increase, has usually been one of the several levers that comprehend these digital transformations. However, companies are also starting to use this lever to target potential recruits and enhance their talents. Several tools, such as social media posts, LinkedIn job ads and google for jobs, have been evolving to help companies attract the right candidates and there are even some companies that offer these services nowadays, help one design a digital marketing campaign specifically to attract the right talent.
Social media has been used to advertise job openings for a while, but what some recruiters fail to realize is that using their own Instagram or Facebook pages only reach candidates that follow them, but these same candidates probably are also following the company's website as well. Therefore, throwing a campaign focused on people that are looking for jobs can definitely boost the amount of curriculums the company receives and shouldn't be too expensive. LinkedIn job ads are also a formal tool that has been perfected over years to specifically target recruits. This is specifically powerful to attract talent that might not be actively searching for jobs but can perfectly fit the job vacancy a company is offering. Lastly, google for jobs is the tool a company should use to target candidates that are actively seeking a job, as they have now integrated with several job board sites and will pull related job opening right into the search results.
There is so much potential on digital recruitment marketing that some companies are specialized in offering these services. At WebFX, for example, they claim that when companies do not properly advertise job openings they will not have enough applicants, what can result in either a longer period without that needed person or in a bad cultural fit for the company. Therefore they propose to identify the audience, help to create an impactful job listing, place in the most beneficial platforms and analyze results for the companies that hire their services. Marketing Essentials has a similar approach, where they use "PPC, social media, email, video, chatbots and more so the right applicants find you first and you hire the best candidates".
Besides the tools and companies mentioned above, several resources, free and paid, are already available to companies that want to boost their digital recruitment, what became even more essential during the pandemic.
Sources: https://www.topfloortech.com/blog/digital-marketing-for-recruitment/#gref, https://www.webfx.com/digital-recruitment-marketing-services.html, https://mktgessentials.com/expertise/recruitment-marketing/
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