Process for Recruitment Digital Marketing
In the dynamic landscape of talent acquisition, the integration of digital marketing strategies has become paramount for organisations striving to attract top-tier candidates. As businesses recognise the need to go beyond traditional recruitment methods, a well-crafted digital marketing plan emerges as the linchpin for success.
This blog post delineates a structured and effective process for Recruitment Digital Marketing, designed to streamline your efforts and maximise results. From meticulous research and strategic campaign planning to compliance with best practices and a rigorous evaluation process, each step plays a pivotal role in ensuring a successful recruitment campaign.
Let’s dive into the intricacies of Research & Scope, Campaign Objectives and Strategy, Compliance with Best Practices, Implementation, Monitoring and Analytics, Evaluation Process, and Optimisation to unleash the full potential of your recruitment digital marketing endeavors. Are you ready to revolutionise your recruitment game? Let’s get started.
1. Research & Scope
Conduct market research: Investigate the current recruitment landscape, industry trends, and competitor approaches on social media platforms.
Define your unique value proposition: Identify what sets your organisation or business apart as an employer and determine how to communicate this effectively.
2. Campaign Objectives and Strategy
Define clear objectives: Determine what you want to achieve with your campaign, whether you’re looking to recruit specific roles and bands, attract specific skill sets or increase applications.
Identify your target candidates: Understand the characteristics, qualifications, and interests of the individuals you want to attract.
Choose relevant platforms: Select the platforms that align with your target audience and campaign goals.
Plan a calendar: Schedule when and what type of content will be posted on each platform, highlighting different campaigns will run, alongside specific LCH job opportunities. Align the calendar with our key recruitment timings and milestone dates throughout the year, including Open Days and Events (online and offline).
Establish Key Performance Indicators (KPIs): Prior to launching the campaign define the parameters of success and determine the KPIs that will be used to gauge achievement.
3. Compliance with Best Practices and Non-Discrimination Policies:
Adhere to employment laws: Ensure that recruitment campaigns align with UK employment laws and regulations.
Prevent employment discrimination: Commit to following best practices and policies that promote diversity, equity, and inclusion, and avoid any discriminatory language or imagery in your ads.
4. Implementation:
Develop compelling ad creatives: Craft visually appealing and informative ads, including videos, carousels, and images that showcase job opportunities and company culture.
Craft compelling ad copy: Write concise and engaging text that highlights key job details and value propositions.
Define targeting parameters: Utilise platform-specific targeting options to narrow down your audience based on demographics, interests, behaviours, and job-related criteria.
Utilise strong calls to action (CTAs): Prompt candidates to take action, such as clicking to learn more, registering for events, or applying directly for roles.
Monitor candidate engagement: Track likes, comments, shares, and other interactions to gauge initial candidate response.
5. Monitoring and Analytics:
Set up conversion tracking: Implement tracking to monitor specific actions, such as completed applications.
Monitor engagement metrics: Track metrics like click-through rates (CTR), cost per click (CPC), and application submissions and submission rates (%).
Track agreed key performance indicators (KPIs): Measure metrics such as reach, engagement and ROI, alongside working with the client to track responses such as inbound calls / emails / online forms to recruitment teams; as well as application submissions (volume and rate) as above).
6. Evaluation Process:
Analyse conversion rates: Evaluate the ratio of applications submitted to clicks on job listings to gauge candidate interest.
Calculate ROI: Compare the costs of the campaign to the value generated through successful hires to determine its cost-effectiveness.
Analyse engagement metrics: Evaluate likes, shares, comments, and other engagement metrics to understand how well your content resonated with your audience.
Benchmark analysis: Compare your campaign’s performance against simulations, previous campaigns and past experiences with similar clients to gain a broader perspective.
7. Optimisation:
Utilise insights for improvement: Apply data-driven insights gained from the evaluation to refine ad targeting, messaging, and creative elements.
Test and refine: Experiment with different ad variations to identify the most effective combinations and continually optimise campaigns.
With over 22 years of expertise spanning various industries, Gareth Allen is a seasoned digital marketing specialist and Project Lead. His career journey has blended his design background with technical skills, producing remarkable outcomes. Gareth’s adeptness in creating compelling digital strategies has consistently driven profit growth for businesses. He excels in steering high-quality traffic and achieving remarkable sales conversions. His knowledge of website technicals, including front-end development (HTML/CSS), proves invaluable in optimising user experiences and page speed which directly influence conversion rates.