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Why Marketing and PR are becoming intertwined

With a talent shortage in the marketplace, the recruiting battle is on.  And marketing is part of the mix.

Recruitment Marketing has become critical for companies today. Yet fewer than one-third of HR or talent acquisition departments have a high level of understanding of what Recruitment Marketing is, and how it plays a critical role in your organization.

Martha Carrigan, CEO of Big Shoes Network, Inc. (BSN), will share why this is so important to HR and Marketing pros alike during her February 26 Craft Marketing presentation, “Recruitment Marketing: Craft Your Company Brand as an Employer.

Martha Carrigan, CEO of Big Shoes Network

Martha Carrigan, CEO of Big Shoes Network

Through Big Shoes Network, Martha helps connect great creative talent with opportunities at Midwest companies, as well as coaching others on the “next steps” of their professional and personal pursuits.  We chatted with her about her February 26 presentation at Vintage Brewing. (Sign up here!)

Define Recruitment Marketing and tell us why this is important to marketers as well as HR professionals.

Recruitment Marketing (RM) is traditionally the strategies and tactics used to attract talent to apply for a company’s open positions. Those tactics have included communicating salary and benefits, posting an ad and scheduling an interview. Once a candidate was in the door, the marketing ended. RM has been a function of HR or a hiring manager – certainly NOT the Marketing Department or C-Suite.

Things have changed… With the talent and skills shortages of today, most business executives – including CEOs – plan to incorporate company-wide RM goals for their teams (not just HR) to attract, retain and positively transition talent.

Becky Frankiewicz, President of ManpowerGroup, called “Glassdoor the new Better Business Bureau” in a recent speech. “Candidate as client” impacts purchasing and brand sentiment. 54% of candidates say a negative candidate experience will make them less likely to buy a brand* while 66% will share a negative experience with their friends.** Having a viral voice means employee experiences explode via social media and can ping brand market share (think Uber, Nike, Abercrombie & Fitch, etc.).

For that reason, bigger budgets are being allocated to RM and marketing pros are being called upon for input into recruitment and employee brand strategy.

Is this only for big companies?  Do you have some examples of how it applies to marketers in smaller companies?

It’s absolutely for companies of all sizes. While RM budget isn’t as large in a small company, there also aren’t as many rules. (Fido is welcome at the small company but not allowed at the megacorporate home office.)

That flexibility and high-touch community potential to engage employees is a huge advantage. I’ll be providing some examples in the presentation.

Additionally, we have seen smaller agencies and solo-preneurs being approached by their larger clients for help to create or improve their RM brand strategy.

Can you give us an example of strategies and tactics involved with Recruitment Marketing?  A good case study might help someone put this into perspective?

I’ll be sharing from our company’s and other resources that include:

  • *ManpowerGroup’s – 2018 Global Candidates Survey
  • **WilsonHcg’s – 2018 Fortune 500 Top 100 Employment Brand Report
  • XOR’s = The State of Recruitment Marketing 2018

Click here to sign up for AMA Madison’s February’s Craft Marketing event!

Greg Mischio is the Owner and Strategic Director of Winbound. Winbound is a content marketing firm that provides an all-in-one content marketing and conversion optimization package specifically designed for small marketing departments. Read his post on how to start content marketing. Twitter: @gregmischio

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