Matthew Jeffrey, a respected expert from SAP, once aptly stated: “Recruitment IS marketing! If recruiters today are not thinking like marketers, they are in the wrong profession.” And we fully agree with this view.

The job market has changed. Candidates may be more active in searching for roles again, but it’s still far from the “boom” we remember from around 2013. Top talent does not browse job boards or wait passively for offers. If you want to attract them, you must apply marketing strategies that capture their attention in the same way marketers engage their customers.

Your key role as a recruiter is to “sell” your company and create communication that clearly shows why your organisation should be their next career step.

TIP: The power of social media in building employer brand awareness is undeniable. You can learn more about this in my book Your Employer Brand Needs Social Media, available here:
https://payhip.com/recruitmentMarketing

Try viewing your open role and employer brand through the lens of a new product. What information would potential “customers” — your candidates — want to know?

• What value does it bring them?

• What problems will it help them solve?

• What will they gain compared to your competition?

These questions should be reflected in your job ads, career page, recruitment videos, social media content, and throughout the entire hiring process.

Just like marketers, you must thoroughly understand your target audience — your ideal candidates, their needs and preferences — and find effective ways to reach them. This means exploring not only basic qualifications but also personal motivations and frustrations, and discovering where your candidates spend their time, both online and offline. Do they listen to podcasts? Do they read industry articles? Which communication channels actually influence them?

Have you ever considered what people take away from their interview with your company?
Your employer brand is not what you claim in your job ads — it’s what people say about you after interacting with your organisation. Keep in mind that two-thirds of candidates share their recruitment experience, whether positive or negative.

Key Questions for Building Your Employer Brand

• What makes you unique? Why should candidates choose your company?

• What does your competition offer that you don’t? Conduct a market comparison.

• What authentic stories are your employees telling? Authenticity is far more powerful than empty slogans.

TIP: Record short videos with your employees in which they honestly describe their work, the company culture, and real challenges. These videos perform exceptionally well on LinkedIn and your career site.

Did you know that 75% of candidates research a company’s reputation before applying?
(Source: CareerArc, 2021)

In marketing, data is essential — and recruitment is no exception. For example, do you know:

• How long candidates actually pay attention to your job ads?

• Which web pages they visit before deciding to apply?

• What percentage of applicants drop out after the first interview round?

TIP: Implement tools like Google Analytics to track each step of the application journey on your website. This will help you identify hesitation points or stages where you lose the most candidates. Did you know that an overly complicated application form can discourage up to 90% of potential applicants? Simplify  and ask only for what is truly necessary.

The lack of cooperation between HR and marketing is a common challenge. But imagine the potential hidden in connecting these two areas:

• Marketing specialists can help you better understand your ideal candidate audience and determine the platforms where they can be reached most effectively.

• HR provides authentic content (real employee stories) which marketing can transform into engaging, compelling formats.

• Together, you can create strategies that attract the right people more efficiently.

Below is an overview of the most common barriers in communication between HR and marketing obstacles that organisations should actively work to overcome.

Modern recruitment is no longer just about filling an open position quickly.
It is about building long-term relationships, capturing talent at first sight, and convincing them that your company represents their next significant opportunity.

Recruitment IS marketing. And you are its face.
Start thinking like a marketer, and you will attract the right people to the right roles.