2017's Top Trends in Recruitment Marketing

Human resources executives are increasingly turning to recruitment marketing strategies and tactics to find great work talent before the need to hire even becomes known. Organizations are investing resources in talent acquisition tools such as easier-to-navigate candidate job portals, internal portals for employee onboarding and offboarding, and specialty tools that enable candidate sourcing via employee networks and job boards. Attracting the best and brightest candidates to an organization is the main goal for recruiters. To do this right, recruiters must stay on top of changing work application processes, including having an easy-to-use application online process and using video tools such as Skype or Hangouts for initial job screen calls.

Let's have a look at some of the emerging trends in the recruitment marketing industry in 2017.

1. Big data is getting bigger:

Today's recruiters are dealing with massive amounts of data in the recruitment process. HR departments are trying to harness the large amounts of data around talent and human resources as it relates to things such as job skills, performance levels, salary ratings, sales performance, and background experience. Using data can help an organization better understand the company's employees, products, and services.

In addition, big data help recruiters with audience segmentation methods. Hiring execs can use the data to split talent pools into groups such as mid-career hires or new graduates. This helps recruiters to pinpoint certain talent characteristics among candidates. To gather the data, hiring managers and recruiters use cloud-based hiring tools to find, evaluate, and organize top job candidates. HR software also offers functions for candidate assessment, candidate search algorithms, and candidate personality profiles.

The bottom line is that organizations must make it easier for HR execs to access data to make the candidate-selection process smoother and more efficient.

2. Inbound is growing in HR recruiting:

Organizations are using strategic inbound marketing tactics to gain leads and make connections. One way they are accomplishing this is by creating great career/jobs sites that offer engaging content to users, while delivering a great candidate experience. Hiring managers are blogging for their companies, offering useful advice to attract higher levels of talent.

On a related note, mobile recruiting is growing fast with HR managers. Companies must make their careers pages and job openings accessible to mobile devices. Nearly three-fourths of active candidates have visited a company's mobile site to learn about new openings, and 45 percent have applied for openings via their mobile devices. Making job openings available to mobile users is becoming a must-do in 2017.

3. Social media is playing a bigger role:

Companies are no longer using just job boards to post openings. They are increasingly posting these openings through their social networks. Linking to the job description and posting on Facebook, Twitter, LinkedIn, and Instagram is called "social recruiting." Use of social media distribution is giving recruiters and HR execs a broader audience to find and share their openings with.

Managers can post company openings on their social feeds, using hashtags related to the position and the industry to narrow down the candidate pool. HR teams can also engage passive candidates with video clips about company outings, corporate culture, and changes in management.

Recruitment marketing today is changing the HR industry and the way companies find and attract top-tier talent. Those organizations using big data, inbound marketing strategies, and social media distribution will find they are one step ahead of their competitors.