Right Recruitment Is The New Marketing

Becomes essential to create the right impression during the process of recruitment.

Right Recruitment Is The New Marketing
Free business image on Unsplash by Hunters race

Gone are the days when a job advertisement in even an obscure newspaper would result in a huge number of job seeker applications. Recruiters of 78% of the companies now believe that the job seeker has the advantage of choosing a job compared to employers, clearly showing that the market is no more an employer’s market but that of a job seeker. This shift is demanding a change in the mindset of employers from ‘ I am giving you the job’ to ‘We need you.’


Already companies are brushing off their image and reworking their websites and social media strategy to showcase how employee-friendly they are and how much they care for their people. And, this is certainly a piece of good news for job seekers and, in my opinion, even a better thing for employers.


Employers generally invest all their marketing money in advertising their products and services to win new customers. They believe that getting employees to fulfill that would be easy once we have the work, but this is not the reality anymore. Mainly in the IT/ Information Technology industry, an increasing number of failed projects and piling lawsuits indicate the problem of talent that companies ignored just because they thought that branding for their customers and employees all amounted to the same.


These trends make everyone realize that marketing must extend to uncharted territories of a function like recruitment. Employer branding is not just about recruitment, it covers the whole lifecycle of an employee experience, but the most critical part of this piece is recruitment. 


The public image of companies, in most cases, is limited just to a website or their social media presence. However, increasingly, sites like Glassdoor provide another glimpse of the company that may have questionable inputs but assists job seekers in making up their minds. If companies leave their image and branding to an outsider like Glassdoor, one cannot expect to put the correct image of itself. Therefore, it becomes even more critical to create the right impression during the process of recruitment.


More than 80% of companies admit that they do not have any recruitment strategy, and they remain mostly traditional in their hiring approach. Being traditional refers to the old mindset of “I am giving you the job” whereas, the need is to change the thinking into “We need you.”


SCIKEY survey revealed that recruiters spend less than 5% of their time engaging with candidates post the offer. The study also found that engagement between the recruiter and candidates during the selection process is largely limited to interviews, skill testing, and negotiations. More than 80% of recruiters admitted to not engaging the candidates beyond the essential hiring needs. And, that is what results in joining ratios dropping with every passing day, and recruiters remain clueless in managing dropouts.


A few of the new age companies with high joining ratios demonstrate their ability to engage with candidates the way they would have marketed and sold like a salesperson. It was, however, found that recruitment organizations in almost all companies studied had no idea of how to shift from pure recruitment to a talent attraction team by playing with the rules of marketing. Nevertheless, those who have embarked on this journey are already seeing the benefits.