What makes successful recruitment marketing? Does it mean to be the first to follow every trend or to always place the biggest advertisements and burn the biggest budgets? By no means! In any case, trends are only set by those who don’t adhere to them. Successful recruitment marketing starts much earlier and much more fundamentally: with the target audience. Only those who know their target group exactly know what moves them, what appeals to them, what their needs are and where they go have the best chances of success in implementing their own personnel marketing strategy. But how do HR marketing heroes proceed? To make your daily work easier, here are three golden rules that will make your recruitment marketing more successful:
1. Set your focus
Very good recruitment marketing is never aimed at the entire population. Rather, it focuses on a small group that has or could have a basic interest in your employer brand or your jobs and thus represents current or potential candidates. So concentrate all your activities exactly on this target audience and tailor your employer branding and HR marketing exactly to their needs.
2. Collect data and facts
Employer branding messages should be tailored exactly to the respective target audience in order to only reach people who belong to the identified target group and thus avoid wastage. In order to achieve this as efficiently as possible, you need to analyse the attitudes, opinions, behavior and media usage habits of your target audience. Anything that helps you to get as accurate a picture as possible of the people who find your employer brand or job offers interesting will be included in the analysis.
The following features are available for determining the candidate personas in Personnel Marketing:
- Socio-demographic characteristics such as age (group), gender, place of residence, occupation, education, income or similar.
- Psycho-graphic characteristics such as lifestyle, values, desires, opinions, attitudes, prejudices, and others.
- Consumption characteristics such as leisure behavior, media use and more
With these facts and figures you know your target audience almost better than yourself.
3. Listen, when your target audience speaks
Anyone who conducts successful HR marketing is also concerned with where their target audience is, what they think about and how they talk about things. For example, HR marketing heroes analyze user data from their career page, social media channels and other applications. And they check their findings regularly. They draw valuable conclusions in order to address their potential applicants at the right time, in the right place, via the right channel and in the right way and to win them over as applicants.
A thorough target audience analysis takes time and requires regular review. An effort that is, however, more than worth it. With the exact knowledge about the target group you can plan your measures faster and more efficiently, use your recruitment marketing budget purposefully and without waste coverage, better respond to the needs of candidates and never lose sight of who you are offering your vacancies to.