While marketing is used primarily to attract buyers, one can also (and successfully) adapt the techniques of marketing for the recruitment field.

From this evolution come recruitment methods that use the same principles as marketing to "sell" the company to potential recruits.

Attracting talent is also a marketing issue

Companies (AXA, BPCE, Cegid, etc. ) that have used these techniques are much easier to attract top talent compared to those that have reduced their marketing departments to prospecting for new customers.

How can you best apply marketing principles to attract the profiles you seek?

1 - Use public relations to tell your story.

It is very important to make sure your actions and words align in the public space. Recruits and stakeholders can see a trick or hidden vice coming from afar. Use your marketing and public relations to tell the story of your company (storytelling) and tout the benefits of your products.

2 - Emphasize your company values.

In 2020,talents are looking for meaning or social purpose in their future work. They want to engage with companies that are ethical and care about their employees and customers. This is critical to attracting great talent. Marketing professionals can help their clients by establishing a brand positioning that highlights their company's values.

3 - Talk about company culture first before recruiting.

Talk about company culture before investing in recruiting. Turnover costs a lot of money, not only in constantly recruiting and training new employees, but also in productivity, lost intellectual property and institutional knowledge from a toxic work environment.

A workforce that advocates for the company is a force multiplier for any recruitment campaign. The values, mission, vision and how the work is actually done must align.

4 - Give talent insight into what's going on internally.

Enable potential new talent to learn about your company's culture through content distribution, testimonials or case studies. While earning a decent amount of money working for a big brand can be motivating, nothing attracts more than an atmosphere internally that exudes cohesion and togetherness.

An organized and productive work environment is the result of excellent leadership that cares about its employees, their training, their well-being and their ideas.

Let talent immerse themselves in your company culture

5 - Apply inbound marketing strategies

Inbound Marketing is based on a content creation strategy that helps attract visitors to your website and blog. It can therefore be applied to recruitment to help clients attract potential workers for various positions. It is then called inbound recruiting.

Not only does this allow companies to encourage potential hires from observers to candidates, but it also helps them attract people with the skills and experience they need.

6 - Use your social networks heavily

While many brands, agencies and companies are successful in reaching consumers through their advertising, many completely neglect the effort they need to put into their own social media page to build their employer brand.

Your social media channels should reflect the culture, values and accomplishments that describe the company's victories with these customers.

It's a long-term job!

7 - Promote your company culture on and off social channels

Company culture is primarily internal, but that doesn't mean you can't communicate it externally (quite the opposite!).

Present your staff, customers and brand on external channels to put it in the spotlight. Promote your external sites, community engagement, employee passions and philanthropy to attract the talent you seek.

To do this, create a career site specifically designed to recruit high-potential candidates...and consider including a blog!"

8 - Create videos to showcase your values

Videos introducing the company, its goals and the employees who work there are great ways to attract both employees and consumers.

It is a powerful tool that helps position, empower, dream and affirm company values and goals through an authentic yet emotional way of storytelling that evokes emotions. Find tips for effective recruitment videos!

9 - Offer training opportunities

Hiring managers and recruiters focus too much on the paid ads and less on touch points with the pool of potential candidates - or even on the candidate's experience.

Inversely, those who hire well and have an effective recruiting brand focus on using a creative and personalized approach to foster relationships within their community.

10 - Encourage your employees to become your brand ambassadors

Any company with passionate and engaged employees should consider highlighting the daily lives of these employees on brand-owned social networks or websites.

By integrating employee representation of the brand into the company culture, your employees become influencers (or ambassadors) for potential new customers and recruits.

11 - Attract better employees by becoming a role model

Companies often complain about not finding good candidates. Yet you can reverse the process by making sure that the right candidates find you.

Every organization has many employees who match the company's values.

By examining and amplifying their behaviors via social media as an example, you can attract candidates, motivated by the similarity between their own culture and your company's.

Thus, new talent will apply, attracted by your company's model reach!

(In writing this article, we have inspired by this content)