For many organizations, talent acquisition begins when a candidate applies for a job. Recruiters post a requisition and then… they wait. They wait for the perfect candidate to magically find that one job and apply for it. This “post and pray” model fails both employers and candidates in their quest to find the right fit. According to research conducted by McKinsey & Company, 40% of companies that plan to hire next year said they have had unfilled openings for six months of longer because they cannot find qualified applicants. In order for talent acquisition to be effective recruitment needs to begin long before a candidate applies for a job. It needs to begin before that individual even knows they want a job.
This shift from a reactive to a proactive model can only happen when the talent acquisition professionals stop thinking like recruiters and start to think like marketers. In consumer marketing, companies engage customers and educate them on their brands and products before they purchase a car or a computer, or take a vacation. This courtship between the individual and the brand gives buyers confidence in their decision and establishes a sense of loyalty. Top performing companies are beginning to realize that they need to take the same approach to recruiting talent.
For this reason, recruitment marketing is becoming one of the fastest growing areas of HR technology with nearly 70% of enterprise companies investing in these capabilities (Aptitude Research Partners 2016). The challenge is that most companies have very little understanding of what recruitment marketing is and how to evaluate and select a partner.
The goal of this report is to help clear up the misperceptions around recruitment marketing, define the recruitment marketing platform, and highlight key providers in this space. Although this is one of the fastest growing markets, it is also the most complex and misunderstood. This report provides both a research-based overview of the market as well as in-depth analysis on each of the following nine providers who qualified for this report.