Why do HR Professionals use Recruitment Marketing tools?


Recruitment Marketing software offer solutions for some of the biggest recruiting goals and challenges. While some of the biggest recruiting challenges used to be messy and disorganized hiring processes, this is not the case anymore.

Recruitment Marketing features help finding, attracting, engaging, nurturing candidates and converting them into applicants. These problems have become much more challenging and worrying than managing job applicants and streamlining selection process – tasks handled by Applicant Tracking Systems (ATS). Recruitment platforms such as recruitment marketing software are becoming an inevitable recruiting tools of every modern recruiter.

Looking for a Recruiting Software? Here is our new Guide for Buying a Recruiting Software.

Solutions offered by Recruitment Marketing platforms

Overall Talent Acquisition strategy usually consist of pre and post application faze. Recruitment Marketing methods take care of the pre application stage, while Applicant Tracking System come in place after you have candidates in your talent pool.

That being said, if you are struggling to attract best talent, you need a Recruitment Marketing platform that will help you move candidates through the first 3 stages of Candidate Journey: Awareness, Consideration, Interest and bring them to the Application stage.

Recruitment Marketing platforms help recruiters find, attract, engage, nurture and convert high-quality applicants.

Solutions to Find high-quality candidates

  • One click job distribution
  • Social Media job promotion
  • Web sourcing
  • Referral programs

Solutions to Attract high-quality applicants

  • Employer Branding
  • Job marketing
  • Social Media recruiting
  • Branded career site
  • Search engine optimisation for job descriptions (SEO)

Solutions to Engage and Nurture high-quality candidates

  • Candidate Relationship Management
  • Engaging Email recruiting campaigns
  • Talent Networking
  • Career site Team Blogging
  • Career events
  • Talent community events
  • Educational recruiting content such as webinars, ebooks, courses
  • Recruiting email campaigns

Solutions to Convert high-quality applicants

  • Simple online application form
  • HR Analytics
  • Reporting
  • Email notifications and campaigns
  • Quick apply options

Want to know more about Recruitment Marketing? Visit our HR Blog.


How to find the right candidate for a job?

Finding the right job candidates is one of the biggest recruiting challenges. Recruiters and other HR professionals that don’t use best recruiting strategies are often unable to find high-quality job applicants. With all the changes and advances in HR technologies, new recruiting and hiring solutions have emerged. Many recruiters are now implementing these new solutions to become more effective and productive in their jobs.

According to Recruitment strategies report 2017 done by GetApp, the biggest recruiting challenge in 2017 was the shortage of skilled candidates.

The process of finding job candidates has changed significantly since few years ago. Back then, it was enough to post a job on job boards and wait for candidates to apply. Also called “post and pray” strategy.

Today, it is more about building a strong Employer Branding strategy that attracts high quality applicants for hard-to-fill roles. Today, it is more about building a strong Employer Branding strategy that attracts high quality applicants for hard-to-fill roles.

Steps for finding the right job candidates

1. Define your ideal candidate a.k.a candidate persona 

Not knowing who your ideal candidate, or candidate persona, is, will make finding one impossible. To be able to attract and hire them, you need to know their characteristics, motivations, skills and preferences.

Defining a candidate persona requires planning and evaluation. The best way is to start from your current talent starts or your best employees. Learn more about their personalities, preferences, motivations and characteristics. Use these findings to find similar people for your current and future job openings.

Not sure how to do this? Here’s our free guide for defining your candidate persona.

2. Engage your current employees

You probably already know that your current employees are your best brand ambassadors. Same as current product users are best ambassadors for product brands. Their word of mouth means more than anyone else’s. Encourage their engagement and let them communicate their positive experiences to the outside. Remember, your employees are your best ambassadors, and people trust people more than brands, CEO and other C-level executives.

Involving your current employees can not only help you build a strong Employer Branding strategy, but it can also help your employees feel more engaged and satisfied with their jobs.

3. Write a clear job descriptions

Even though many recruiters underestimate this step, it is extremely important to do it right! Writing a clear and detailed job description plays a huge role in finding and attracting candidates with a good fit. Don’t only list duties, responsibilities and requirements, but talk about your company’s culture and Employee Value Proposition.

To save time, here are our free job description templates.

4. Streamline your efforts with a Recruitment Marketing tool

If you have right tools, finding the right job candidates is much easier and faster than without them. Solutions offered by recruitment marketing software are various, and with them you can build innovative recruiting strategies such as Inbound Recruiting and Candidate Relationship Management to improve Candidate Experience and encourage Candidate Engagement.

Sending useful, timely and relevant information to the candidates from your talent pool is a great way for strengthening your Employer Brand and communicating your Employee Value Proposition.

5. Optimize your career site to invite visitors to apply

When candidates want to learn about you, they go to your career site. Don-t loose this opportunity to impress them. Create content and look that reflects your company’s culture, mission and vision. Tell visitors about other employees success and career stories.

You can start by adding employee testimonials, fun videos, introduce your team, and write about cool project that your company is working on.

Don’t let visitors leave before hitting “Apply Now” button.

6. Use a recruiting software with a powerful sourcing tool

Today, there are powerful sourcing tools that find and extract candidates profiles. They also add them directly to your talent pool. Manual search takes a lot of time and effort, and is often very inefficient. With a powerful sourcing tool, you can make this process much faster, easier and more productive. These tools help you find candidates that match both the position and company culture.

7. Use an Applicant Tracking System

Solutions offered by applicant tracking systems are various, but their main purpose is to fasten and streamline the selections and hiring processes. By fastening the hiring and selection process, you can significantly improve Candidate Experience. With this, you can increase your application and hire rate for hard-to-fill roles. Did you know that top talent stays available on the market for only 10 days?

8. Implement and use employee referral programs

Referrals are proven to be best employees! Referrals can improve your time, cost and quality of hire, and make your hiring strategy much more productive. Yet, many companies still don’t have developed strategies for employee referrals.This is another great way to use your current employee to help you find the best people. To start, use these referral email templates for recruiters, and start engaging your employees today!

GetApp‘s survey has proven that employee referrals take shortest to hire, and bring the highest quality job applicants.

If you don’t have ideas about how to reward good referrals, here’s our favorite list of ideas for employee referral rewards.

For more details about finding the right candidates, here is our 2018 guide for finding high-quality talent.

Don’t have an employee referral program? Here’s why you should!

Employee Referral Program guide

Many HR professionals keep saying that Employee Referral Programs are your best bet for improving the most important hiring metrics such as time to hire, cost per hire, employee retention and turnover rate and quality of hire. Do you have a structured employee referral program?

What exactly are employee referral programs?

Research has proved many times that referrals make the best employees in many ways: they take shortest to hire, they require least money and they stay longest with companies.

Unlike sourcing, employee referral programs are internal methods used for finding and hiring high-quality job applicants.

How can companies benefit from having Employee Referral Programs?

Many of you already know that finding talent is one the the biggest, if not the biggest, recruiting challenges. Trying to solve that problem, many modern recruiters have started involving their existing employees in the process of recruiting and hiring.

Soon after trying this method out, employee referral programs have become one of the favorite and most productive methods for finding talent.

Trends of data-driven recruiting have resulted in the need for optimizing the most important hiring metrics. Since employee referral programs are known to reduce time and cost to hire and improve retention and quality of hire, many recruiters have turn to referrals looking to improve their hiring productivity.

How can Employee Referrals improve quality of hire?

In companies with structured employee referral programs, existing employees are involved in recruiting processes by suggesting candidates from their networks.

Because your existing employees know best who your ideal candidate, or candidate persona, is they are the ones with the biggest potential to recommend candidates who make the best cultural fit for your company.

How can Employee Referrals reduce turnover rates and improve employee retention?

Employee retention is highly related to quality of hire. The better the quality of hire, the better employee retention.

If you hire someone who is not a good fit, they will leave sooner. Candidates that come from other sources such as job boards, don’t know about you as an employee as much as candidates who talk to your current employees.

In addition, there is a lot of interesting research that proves that employees who have successfully referred a candidate for an open position, stay longer with the company than employees that haven’t.

How can Employee Referrals reduce time and cost to hire?

Time to hire and cost per hire are highly related HR metrics. Hiring referrals is much easier because recruiters not only get candidates’ contact information, but also go through he whole selection and on boarding process, making it much shorter.

Faster selection process also improves a new very important HR metric- Candidate Experience.

Shorter time to hire also reduces cost per hire. Labor expenses get lower and much less human hours are needed to fill a position. Less time spent on selection and on-boarding, usually means more time devoted to strengthening relationships with candidates forming high-quality talent pools.

How can Employee Referrals strengthen Employer Brand?

According to research done by LinkedIn more than 75% of candidates read about your company’s brand and reputation before they hit “apply”.

When you engage your employees and ask them to refer, they talk to the candidates first. Trust me, these are mostly nice words about you as an employer and your Employee Value Proposition.

Job seekers trust employees’ words much more than brands’ or CEOs’ words. This is why your employees are your best advocates.

Steps for creating a successful Employee Referral program

Step 1. Understand your own goals

Think about what referrals mean to your current and your future employees. Empowering your employees can be a very good way for engaging them and making them more motivated and productive.

Most companies who use referrals use them because they have proven to be the best fit for their companies. In this case, make sure to communicate the most important parts of your organizational culture to your existing employees. Make sure that they understand who exactly are you looking for.

Step 2. Write a clear job description

Even though your employees may know the requirements for the open position, it is important that you make sure that they do. Same as you write clear and precise job descriptions for job boards, you should also share them with your employees.The better they know the requirements, the better chances for finding the perfect fit.

Step 3. Make the process organized and streamlined

For companies who use recruiting tools such as Applicant Tracking System, employee referral programs are effortless and incredibly simple. This is important because the harder it is for employee to refer someone, the lower response rate will be.

To save your time, you can use our HR resources page to get referral email templates such as:

Step 4: Make sure to have a well-organized Employee Referral Bonus program

When we talk to HR professionals about employee referral bonus programs, they often think of something very expensive. However, there are many other ways, different than money, that you can incentivise good referrals with.

Also, rewards for a successful referral can not be the same as for providing a contact to a potential candidates.

You can do something like this:

  • Give a $10 gift card for a name or contact
  • Give $200 when they start
  • Give $700 after they have been with company for at least 3 months

Here is the list of some most popular Employee Referral reward ideas.

Step 5: Give feedback and communicate with referees

Many employers ignore this step. However, I consider it as a base for a successful long-term Employee Referral program.

A research done by LinkedIn showed that 8 out of 10 employees who referred a candidate expected a feedback if their candidate got hired. It is very possible that, if you ignore this step, employees get less engaged or stop referring completely.

Step 6: Measure your program

Measuring is first step towards improving! That being said, it is important to measure your employee referral program to understand what works well and what doesn’t. There are many HR metrics that are great indicators of your productivity and efficiency.

It is beneficial to measure the participation rate. If your rate is low, this means that you are not incentivizing enough or with the right types of bonuses. Remember, for some employees recognition means more than money.

Top 3 Spookiest HR Statistics

With Halloween coming up, I decided to put together top 3 HR stats that have transformed the world of Talent Acquisition. Advances in technology and HR analytics enabled us to measure many different things, and we should use these stats to make more informed decisions.

It is even spookier that there are still some companies that haven’t adjusted their recruiting and hiring strategies yet. They are refusing to follow the latest HR trends not realzing that the “War for talent” is getting more and more intense.

Stat #1: 73% of candidates are passive job seekers

Passive job seekers are people who are not actively looking for jobs, but would be willing to accept a better option. Remember, a better option doesn’t necessarily mean more money bu ability to learn and flexibility.

That can be flexible working time, education, opportunities to grow, benefits, cool projects, and many other. That being said, not being able to offer more money, doesn’t always justify your inability to hire best people.

But what does this stat mean for the world of Talent Acquisition?

Unlike passive job seekers, active ones constantly look for new opportunities. The only 3 possible reasons for that are: being jobless, hating their current job or just liking to change jobs often. Would you want to hire someone with these characteristics rather than someone who is successful, happy and rewarded at their current job?

I don’t think so…

So let’s take, as an example, the simplest and one of the oldest ways of recruiting… also called “post & pray” method with which you post a job to job boards and wait for candidates to apply. Which group of candidates, do you think, you reach with these job ads? Passive or active job seekers?

So the reason why this stat is so important is because HR professionals need to understand that old recruiting methods mostly focus on active job seekers. Newer recruiting strategies such as Recruitment Marketing and Inbound Recruiting focus on attracting passive job seekers.

Want to learn more about most productive Recruitment Marketing strategies? Here is our free guide!

Stat #2: Top candidates are gone within 10 days!

According to research, top candidates stay available for 10 days only. I believe that this famous statistics has encouraged HR professionals, leaders and influences to start talking more and more about improving Candidates Experience and encouraging Candidates Engagement.

Being able to not take forever to give feedback and communicate with candidates, gives you a huge competitive advantage over companies who are stealing best candidates from you.

Don’t let them do that!

Take this statistic and think about what can you do to fasten your hiring and selection process.

These are just a few examples of how fastening up your hiring process and building relationships with candidates from your talent pools can make this stat less scary!

Stat #3: There are 50+ candidate-employer touchpoints throughout candidate journey

A touchpoint is a point of interaction between the candidate and the organization. Touchpoints can be direct person-to-person interactions like emails, phone screenings and interviews to indirect interactions such as visiting a company website, career site, social media profiles or filling out application forms.

Touchpoints can also happen through third parties, such as reviews on Glassdoor, social media posts shared by employees, current employees words and many more. Every interaction, no matter how big or small, is a touchpoint.

Did you know that even before a candidate gets a screening call or enters their first interview, most have  already had as many as 50+ touch points across the employer brand and organization? — Christopher Mengel

Why is this important?

Many HR professionals are not aware of the importance of Employer Branding and the consistency in communicating company’s EVP throughout all the above mentioned touchpoints with candidates.

Not having a strong Employer Brand and strategy for communicating it consistently thoguhout all the channels directly hurts your reputation and credibility. As a consequence, you are unlikely to attract high-quality job candidates.

This stat is probably the biggest reason why HR professionals have started saying that recruiting is turning into marketing and that candidates should be treated as customers.

Attracting high-quality candidates to come work for you is the same as attracting customers to buy your product. Before they make a decision they can make hundreds of different touschpoint with the brand, marketing and sales people…

What’s you favorite statistic?

HR Buzzwords or Actual Recruiting Strategies?

HR and Talent Acquisition (TA) industries have been going through some major changes in the past few years. Following the new trends, people have come up with new terms, HR technology, expressions, as well as new TA strategies.

Some experts believe that these new terms are just buzzwords, while others believe that they have become inevitable strategies of every successful recruiting and hiring strategy.

Here is my list of some of the newly introduced HR expressions.

1. Recruitment Marketing

Recruitment Marketing is an expression used to describe methods used for communicating organization’s Employer Brand and Employee Value Proposition to attract high-quality job candidates to apply for their open positions.

Recruitment Marketing strategies are described as methods with the main goal of improving Candidate Experience and encouraging Candidate Engagement.

Many companies that follow latest trends in the world of HR technology, use features offered by Recruitment Marketing tools to better communicate their Employer Brand and Employee Value Proposition.

2. Inbound Recruiting

Inbound Recruiting is a method of creating targeted and branded content with the purpose of increasing your firm’s popularity and strengthening your Employer Brand.

Inbound Recruiting follows the famous Inbound Marketing strategy; technique for drawing customers to products and services via recruiting content marketing, social media marketing and search engine optimization.

The number one goal of every Inbound Recruiting strategy is to engage qualified candidates and convert them into job applicants to expand talent pools.

3. Candidate Relationship Management

Candidate relationship management (CRM) is a method for managing and improving relationships with current and potential future job candidates. Many companies use CRM technology to automate and ease communication process with the job seekers, encourage their engagement and improve candidate experience.

For example, some Recruitment Marketing tools offer solutions for creating engaging email campaigns to provide highly relevant, educative and interesting content in order to build stronger relationships and expand their talent pools with highly-qualified job candidates.

4. Employer Branding

Employer Branding involves all the activities and tactics used to communicate Employer Brand and Employee Value Proposition to passive and active job seekers.

In today’s “War for Talent” Employer Branding strategies are considered very important when it comes to solving one of the biggest recruiting challenges – attracting high-quality applicants.

LinkedIn’s research has shown that more than 75% of job seekers research about firm’s reputation before they apply for an open position. Companies that have weak employer brands not only have problems in attracting candidates, but also in retaining employees.


5. Data-Driven Recruiting and HR Analytics

Data-Driven Recruiting or HR Analytics are two expressions used to demonstrate new recruiting methods in which HR Professionals make hiring decisions based on data gathered through HR technology such as Applicants Tracking Systems and Recruitment Marketing Platforms.

Data-driven recruiting has proven to improve some of the most important hiring metrics such as time to hire, cost to hire and quality of hire.

hr metrics


If you had data available that proves that referred candidates take shortest to hire, fastest to on-board, require least money and stay longest with your company, would you still waste your money on job boards and job promotions or would you improve your Employee Referral Program?

If you are wondering which HR metrics should you be tracking, here is our checklist of most important HR metrics with tips for improvement.

So are these just buzzwords or actual recruiting trends?