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The Role of Marketing in Recruitment

Posted On Thursday, May 2, 2019

Author: David Armitage (Technical Director)

Despite the high levels of unemployment today, recruitment officers are still having a challenging time filling positions. Some of that is due to the specialty of roles, and some of it is connected to the need for marketing to recruit qualified candidates to fill the job openings.

Vacancies don’t fill themselves.

Companies can’t reach their maximum potential without great employees. Recruiting the right people can have a significant impact on a company’s overall success.

To meet the demands of a high-tech, digitally driven job market, companies will have to employ effective marketing methods in order to reach potential job seekers and increase job placement rates.

The key elements of a successful recruitment marketing strategy include an array of tactics to engage talent.

Expand the Hiring Team

The hiring manager and recruiters shouldn’t compose your sole hiring team. Even if it’s informally, other internal company stakeholders should be involved. Leverage employees to serve as company brand ambassadors, sharing job vacancies, company campaigns, and engaging content on their personal social media platforms. These employee engagement opportunities often create touch points that would be impossible otherwise. Create incentives to encourage employees to share posts on their social media channels and suggest candidates they think may be qualified, keeping them in the loop about open positions.

It can take years for a marketing team to build up a company’s online presence. That’s why employee advocacy is so powerful. Every post on an employee’s social media platform reaches hundreds of new connections, which the marketing team would not be able to accomplish as quickly and to such a large network on their own.

Social Media

Due to the wide reach of social media platforms, recruiters should utilise multiple channels as part of their marketing strategy to connect to potential candidates. Social media has proven to be a valuable resource for recruiters to communicate with thousands of people, expanding their networks and increasing the company’s visibility at the same time.


Effective messaging is an essential aspect of successful recruitment marketing. Copywriting for career sites, social media campaigns, and job descriptions requires expertly crafted language in order to attract the best candidates. The need for quality copy continues to grow with the proliferation of online and social platforms.

Search Engine Optimisation

Search Engine Optimisation (SEO) is an essential part of online recruitment marketing. Because of the intricacies associated with search engine algorithms, companies may need to consider employing the expertise of SEO professionals to beat out the competition and help attract the best potential candidates.

Engagement Opportunities

Keep top talent engaged with your career site by providing new and interesting content. A company blog, newsletter, feature page (success stories, articles on company employees, etc.), news and events highlighting company developments and industry awards, white papers, and training and development opportunities (especially those that are facilitated by an industry expert).

The role of marketing in recruitment is essentially to engage potential job seekers by building relationships. These marketing techniques should be viewed as opportunities to create, keep, and satisfy your customer (jobseeker). Companies that approach recruitment with the job seeker as the focus of its activities will have more success at landing top talent.


Author: David Armitage (Technical Director)

10 Years+ experience building software, job boards, and websites for the recruitment industry.

Please feel free to contact me for a free consultation, a technical review of your website, or information regarding the services we offer.

You can reach me at or find me on LinkedIn.