What’s the Difference between Great Recruitment Marketing and Bad RM?

Smashfly released their annual 2019 Recruitment Marketing Benchmarks Report this week and there are some real takeaways that I think help TA teams become better right away tactically at RM. 

In the middle of the report on pages 11-13 the report shows what great TA teams are doing differently than those who are failing at RM. There are stark differences between the two, and most are things we can all improve on fairly easily!

Great RM vs. Crappy RM:

  • 85% of great TA teams publish non-job content and share on social. Crappy TA teams only publish jobs on social.
  • Great TA teams nurture all of their candidates with 85% getting a monthly email of some kind. Crappy TA teams do not nurture their database of candidates.
  • 76% of great TA teams have career sites that are optimized for Google for Jobs. 13% of crappy TA teams are optimized for GFJ.
  • 17% of great TA teams send a reminder email to have an applicant complete the application. 1% of crappy TA team actually do this. (so a lot of room for all us to improve stuff like this!)

*FYI – ‘Crappy’ is my language not Smashfly’s! 😉

I only gave you a little taste of all the data that’s in the report, so go check it out for yourself. I counted at least ten different tactical things you could do immediately to improve your TA team and TA processes as it relates to becoming great at RM.

For the 2020 report I’ve already pushed back on the Smashfly team to start asking about SMS/Text communication as it relates to RM, and keep digging into the personalization aspect. While I love the Nurture data in this report, and we know nurturing works. I also believe the future of RM is in personalization at scale, which is so hard to do! Especially if you don’t have the tech to do it!

The report also goes really deep into the world of Talent Networks/Talent Communities. I’ll be honest, I think most organizations suck at maintaining talent communities and most of them are just used to spam candidates with jobs.

I’m not sure if the future of TA is talent communities. I say this, primarily because they are difficult to maintain and engage properly. You don’t actually want talent pipelines, you want on-demand talent. If Supply Chain theory has taught us anything it’s that maintaining inventory is super expensive and wasteful. So, the key is how do we engage a pool of talent quickly, without having to spend all of this time and resources stringing them along.

I don’t have that answer, but I ‘m sure automation plays a giant factor in all of it.

Want to talk more about all of this RM stuff? Come join me at Transform in June!

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