Recruitment marketing automation is a smart way to attract candidates. It is all about using useful technologies to make the entire application process smoother, and better. In today's world, where technology is getting better and better, so is automation. And it opens all kinds of new doors to find the right people for a job opening.
In this article:
Find all about a modern recruitment approach with recruitment marketing automation here:
- Why is recruitment marketing automation important?
- Recruitment then & recruitment now
- What does recruitment marketing automation entail?
- Benefits of recruitment marketing automation
- The big win from automation?
- Implementing recruitment marketing automation
- Common pitfalls and how to avoid them
- Tools and technologies
- From practice: How childcare centre Mundo achieves results
Why is recruitment marketing automation important?
Recruitment marketing automation changes the way you search for candidates. Because it works more efficiently, you have more time to make data-driven decisions, for example. With recruitment marketing automation, you maintain easier and better contact with candidates, former employees who might want to come back, or former candidates who might be interesting again. You are supported by technology, which allows you to offer your applicant a better candidate journey. After all, you know exactly when you need to make contact, in order to engage your candidate!
Proven to increase ROI
Research by Annuitas Group shows that companies using recruitment marketing automation generate 451% more qualified leads. And by using technology, data analytics and creative recruitment marketing strategies, these companies maximise the return on investment of recruitment marketing automation.
For example, research from Forrester Research shows that companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower costs.
Recruitment then & recruitment now: new technologies offer new opportunities
Traditional recruitment processes have given way to more sophisticated methods thanks to recruitment marketing automation. Not surprisingly, because recruitment marketing automation greatly increases efficiency and effectiveness in the job application process.
Including smart promotion of vacancies on various channels. So that more people see the vacancy, and especially the right people based on online behaviour. With automation, you reach the right potential candidates in a targeted way.
Through recruitment marketing automation, recruiters build valuable relationships with candidates. By maintaining personal contact with candidates at the right times, you increase engagement throughout the recruitment process. Thus improving the candidate journey and increasing the likelihood of successful hires.
What does recruitment marketing automation entail?
Recruitment marketing automation focuses on candidates, rather than customers. Some special aspects of recruitment marketing automation include:
- Target group targeting: With automation, you can target specific candidate profiles, increasing your chances of attracting suitable candidates.
- Content management: Automated distribution of job postings and your employer story, ensures a consistent message to potential candidates.
- Candidate engagement: Use automated techniques to maintain and strengthen your relationship with (potential) candidates.
- Automate recruitment processes: Save time through efficient automation of common tasks, e.g. screening CVs and scheduling interviews.
- Analysis and optimisation: Use data analytics to continuously refine and optimise recruitment strategies.
Benefits of recruitment marketing automation
The above points show that so-called 'recruitment lead generation' as a recruitment strategy brings many benefits, including:
- Time savings and efficiency: You will save a considerable amount of time by automating tasks, improving your efficiency!
- You lower the barrier to contact: unnecessary barriers in the form of long questionnaires or having to send a CV can cost you conversion. Lead generation with recruitment marketing automation aims to remove these barriers, so you increase the chances that someone will actually take the step to contact you.
- You will learn what candidates care about: Automation ensures a smooth application process and better contact with your candidates, creating a positive candidate experience.
- Data-driven decision-making: You will gain greater insight into recruitment performance, allowing you to make more strategic decisions.
Recruitment marketing automation makes the entire application process not only easier, but also smarter. It is like an upgrade for companies that want to handle candidate generation differently, putting candidates' wants and needs first.
The big win from automation? Not less, but more room for personal attention!
In a world where technology is increasingly important, personal contact sometimes takes a back seat. While that makes all the difference.
After all, candidates are already receiving impersonal messages in their inbox at the conveyor belt. Messages that show little creativity and lack genuine interest. When you take the time to show genuine interest, you create a good relationship with your potential candidate. And you will stand out, making you more likely to be "top-of-mind" when they are considering a move.
When you use automation smartly, for example by setting up notifications at key moments (such as status updates, birthdays, promotions, completed courses, etc.), you will stay visible to your candidates at the right moments. You will then be more likely to create a personal connection and bind candidates to you. A good example of how technology, good processes and personal contact go hand in hand.
Implementing recruitment marketing automation
And now you might be wondering how to get started. We get it. In essence, it always starts with your current situation. Take the time to take a good look at your organisation - what are you really doing? Evaluate your current processes, which ones can be standardised, are repetitive and could possibly be automated? This is the basis for selecting suitable technology.
And once the choice is made, the technology works and you're in the starting blocks? Then it pays to take a look at this roadmap for implementing lead generation in recruitment.
Common pitfalls and how to avoid them
It is one of the most common pitfalls: overestimating technology and its capabilities. The risk is that in doing so, the human factor is lost in the recruitment process. And that is why it is crucial to find the balance between technology and personal interaction.
Avoid this trap by seeing technology as support: let technology handle routine jobs. Recruitment automation helps you automate your most time-consuming processes, such as automatically sending updates, newsletters or invitations to events to permanently (re)activate candidates. This leaves you time for real personal contact with candidates.
Another pitfall is improper use of the technology, leaving its potential untapped. Solve this by keeping everyone in the organisation involved in the implementation of the new technology. And train your employees to get the most out of the tools.
Gather feedback from candidates, for example by asking them in interviews, to determine whether your candidate journey has the right balance between automated processes and human interaction. Use these insights to make improvements and maintain a balanced approach.
Tools and technologies
For some time now, we cannot do without handy tools and the latest technologies. In recruitment, it is no different. A CRM or ATS system is of great value to manage and qualify your 'leads'. A modern recruitment marketing automation system helps to automate your lead generation process. And by using tools smartly in your campaigns, for example, you get more data that allows you to analyse and optimise your campaigns.
Use your tools and technologies smartly. Use all possibilities so that they make your work easier and clearer. This way, you will have a better eye on your candidates and keep the connection with your talent pool optimal. And they will certainly think of you first when they are ready to change jobs!
From practice: How childcare centre Mundo achieves results with recruitment marketing automation
Make software work for you. At childcare Mundo, they have noticed the benefit of letting software do the work: "I like the idea that we are not dependent on one person doing this work. With a small team, you are still vulnerable. If someone temporarily drops out, for example, you don't want the influx of new candidates to suddenly dry up. With software, you don't have this problem."
Using technology means you spend less time recruiting, for example by making campaigns work for you. You get in touch with candidates more easily by making it more accessible. And even with a small team, software offers the solution. You are never dependent on one person, but let your software do the work so that the recruitment process never grinds to a halt.
