Online Recruitment Marketing Guide: How to Create a Recruitment Marketing Strategy

If you’re familiar with your company’s existing marketing strategy, the process of creating a recruitment marketing strategy is very similar.


Table of Contents:
Using the Internet to Attract & Hire Talented Employees


  1. What is recruitment marketing?
  2. How to create a recruitment marketing strategy
  3. Creating recruitment-focused content
  4. Recruitment marketing and social media
  5. Recruitment lead management

1. Establish goals

Much like any other marketing initiative, your recruitment marketing strategy needs to have clear goals. This will help you determine what exactly you want to accomplish and make it easy to measure your success along the way.

Your primary goal will likely be getting a certain number of applications for a specific position within a set time frame.

Beyond that, you may also choose to set goals relating to the number of employees you hire.  Of course, your goal for this depends on how many positions you have – after all, if you’re only looking to hire five employees, you can’t hire 50 applicants.

That being said, focusing on hires (in addition to applicants) ensures that your strategy is designed to attract quality applicants – not just bring in as many resumes as possible.

From there, you might also choose to set goals based on your site content. For example, if you’re looking to drive awareness of your open positions, you can set a goal to increase traffic to your employment page by a certain percentage or bring X amount of visitors to a specific job description page.

Regardless of your goals, putting them into clear, concrete terms will make the next steps much more straightforward.

2. Select the right channels for your company

Once you’ve determined your goals, you’ll need to select which strategies you want to use to reach them.

As we mentioned in the previous section, site content is essential, and social media use is also important. We recommend that you include both of these in your overall strategy.

From there, you’ll need to decide whether you want to utilize other channels (like email and PPC) to reach and stay in contact with potential applicants. This ultimately depends on what your goals look like and how competitive your industry is.

If you’ve had issues with negative press is the past, this may also be a good time to consider putting a reputation management strategy in place.

3. Determine your reporting strategy

After you’ve decided which channels to use, you should create a plan for measuring and reporting your results. If you already have Google Analytics conversion goals set up for your site, this is straightforward.

But if your strategy involves many different channels and elements, it’s a good idea to set up a separate dashboard in Google Analytics to keep track of everything.


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