Marketing automation is a use of software to streamline or automate repetitive marketing tasks (e.g. posting to social media), in order to “nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required.”
Recruitment marketing automation, then, follows essentially the same principles, but specifically regarding the promotion of an employer brand in order to attract suitable job candidates and build a strong talent pipeline.
In this way, automation tools leave hiring managers free to concentrate on crafting a strong employer brand and interfacing meaningfully with candidates.
The benefits for the recruiters that use marketing automation are on both sides: Clients and Candidates.
- Acquire and retain Clients
Generating online leads has the power to transform your business – your website is your number one marketing asset and has the potential to be your number one salesperson. By creating hyper-targeted content, clear calls-to-action, persuasive landing pages and forms for data capture, you can significantly reduce your cost-per lead and deliver higher quality prospects.
Also building stronger relationships with existing customers is crucial for increasing profitability and with good reason- because it’s more cost effective to retain customers than finding new ones.
Increasing customer retention rates by as little as 5% can dramatically increase profits from anywhere between 25% and 95%. But despite these promising figures, the stats do show that 44% of companies have greater focus on customer acquisition, compared with just 18% of those more focused on retention. A healthy balance (around 40%) have trained an equal focus on both customer acquisition and retention.
- Engage better with Candidates
Attracting passive candidates requires your company brand to stand out from others, your job offers to be highly competitive, and your recruiting practices to be fast-moving and engaging. One of the most effective ways to achieve this is through feature-rich recruiting CRM software as Marketing Clouf from Salesforce.
Being proactive in the pre-application phase of the recruitment process allows recruiters and hiring managers to build an inbound pipeline of qualified applicants, rather than the “spray and pray” method used with conventional job board postings.
A CRM system is designed to strengthen relationships between potential candidates and recruiters so that recruiters can use these candidates for future job openings. In this way, CRMs are considered part of Recruitment Marketing strategy, allowing recruiters to create talent communities and deliver targeted messaging that helps build and nurture relationships with passive talent. That way, when it comes time to fill a rec, recruiters already have a pool of vetted candidates from which to choose.
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