With these changing conditions, recruitment marketing is becoming a necessity to attract and retain candidates with shifting demands in an agile and empathetic manner.
"Companies are making investments in this area," said Amy Warner, director of talent acquisition at recruitment software company iCIMS. "Employers are creating new roles dedicated to recruitment marketing in order to effectively promote their culture and values and attract well-fit candidates because recruiting is harder than ever before."
Recruiters without recruitment marketing skills are not only less effective in their roles, but they may soon become obsolete, said Lori Sylvia, founder and CEO of Rally Recruitment Marketing, an online community of 14,000 HR and talent acquisition practitioners learning recruitment marketing best practices. "The candidate journey is influenced at every stage by marketing strategies—search engine optimization, landing page conversion optimization, digital marketing, content marketing, social media engagement, reputation management," she said.