recruitment marketing in practice

At Randstad, we bring recruitment marketing into practice. We believe that a strong recruitment marketing strategy is the best way to get to the right talent. We work at a local level with support from global teams and we are constantly working on the following pillars:

1. Channel optimisation

We have a strategy in place per channel to feed the right audience. By combining the expertise of our marketing team, we create and implement quality content that performs and is relevant for our candidates in all stages of the funnel. Social media is also an important channel for us, allowing us to have constant conversations with key profiles. All these channels, together with our branches and recruiters allow us to gather powerful data to better understand the best channels to use for each profile based on the moment of the journey. This strategy also enables us to build a vast database of top talent.

2. Campaign implementation

Investing in a campaign involves a mix of channels and data-driven decisions. We don’t just post job ads everywhere and hope for the best. We know who we are targeting and how many people we need to reach to make sure we can deliver quality candidates for high-volume orders. For every campaign, people analytics is key as well as other factors, such as trend research, understanding the talent drivers, employer brand and the value proposition of each offer.

3. E2E analysis

E2E stands for “End to End”, which is the key to everything. We need to measure all stages of the funnel, including conversion rates, sources and cost of acquisition. These concepts are critical not only for planning but also for measuring results and for making future decisions regarding the adoption of an attribution model that can also leverage our performance.

one size doesn’t fit all

In challenging times, we need more strategic approaches to recruitment. At Randstad, we combine our expertise about our clients’ needs with talent insights. Our teams have a complete understanding of people analytics and how to build a robust recruitment marketing process that focuses on three main goals:

improve the quality of the recruitment;
speed up the the time-to-hire process;
reduce acquisition costs.

These objectives apply to all profiles, technical or not, including high-volume demand. With high-volume recruitment, there is a clear benefit from this holistic research and taking advantage of technology to automate moments of the journey where the human touch is not adding value. Some examples are:

do it yourself

Implementation of lead generation campaigns where candidates can do their self-assessment and schedule the interview if they pass the first screening. This approach combines the speed of delivery with pre-screening activity.

put your money in the right pot

Acquisition costs and job board dependency is also reduced when we know how many people we need to reach because the conversion percentage of the applications and the validated ones, support our decision process and at the same time allow us to know what the best channel mix to get the candidates is.

There is a lot you can do in a recruitment marketing approach, but what is really important to remember is that one size doesn’t fit all. It’s impossible to simply post ads in every direction, or to do nothing, and hope applicants find you. Forget the white-collar and blue-collar distinction, we are targeting people. We need to know them and to engage with them and then present who we are and what our value proposition is. We need to answer them, have more and more channels to support them and speed up the funnel between applying and placement. The market demand doesn’t allow for recruitment failure without having an enormous impact on business success. We need to not just find candidates, but to find the right candidates for the job, for the team and for your company. Whether it’s just one or one thousand roles to fill, we know how to do it. We combine digital with a human touch in a way that only Randstad knows how to do.

randstad supports your recruitment marketing strategy

We can support you to create a recruitment marketing strategy for your high-volume demand that assures the quality of the candidates and also supports you with relevant data for all stages of the recruitment journey. Randstad provides end-to-end recruitment solutions, including sourcing, recruitment, onboarding, training and workforce scheduling. Our portfolio of services include staffing for permanent and temporary workforce needs. We offer a completely customisable service so you can determine exactly what aspects of the recruitment process you want our teams to handle and what parts you want to keep in-house.

Are you ready to implement a recruitment marketing approach based on people analytics in your company? Download our E2E model to get to know the key concepts of the implementation and the model we use for the recruitment funnel.

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