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Brandon Hall Group’s research always has a unique perspective and I am excited to tell you that our soon to-be-published recruitment marketing study takes this approach to a new level.  We have developed an incredible maturity model based on how organizations manage their people, processes, and technologies to achieve an optimal recruitment marketing practice.  And then we looked at the impact of the different maturity levels on key metrics and uncovered some reasons why organizations are having difficulty at achieving success in this area.

Join us for a webinar on the topic, sponsored by Talemetry, on April 27. In the meantime, here is a sneak preview of a few highlights:

Maturity levels: Only 10% of organizations surveyed have an optimized recruitment marketing practice, which we call Level 4. These organizations:

  • Have a fully-integrated talent acquisition strategy aligned with organizational goals.
  • Their recruitment marketing strategies and employer brand messaging are fully developed and aligned with stakeholder needs and values.
  • They use predictive/prescriptive analytics to identify trends that impact recruitment marketing.
  • Their recruitment marketing technology solution is fully integrated, offers analysis, reporting capabilities, and includes many functionalities, such as candidate management, assessments, social, and more.

Only one in 10 organizations have this functionality. The other 90% are not leveraging the full potential of recruitment marketing.

Competencies: Less than half of the organizations surveyed feel that the people within their HR/Recruiting team have the recruitment marketing skills needed to perform effective recruitment marketing. The rest look to others with marketing skills outside their HR team, have the marketing department do all the recruitment marketing, outsource recruitment marketing, or are looking to hire someone.

Technology: Solutions such as applicant tracking systems, interview scheduling, and career/candidate experience portals are prevalent among most organizations. However, there is opportunity for growth as a sizable percentage feels they need these solutions:

  • Predictive/prescriptive analytics
  • Texting for recruitment
  • Talent networks
  • CRM
  • Internal mobility portal
  • Social recruiting.

Recruitment marketing is an evolving and dynamic market. Not all organizations are playing on the same level and achieving the same results. Brandon Hall Group’s Recruitment Marketing Research will give you a great perspective on what needs to be accomplished to achieve an optimized recruitment marketing practice. Stay tuned for more.

–Daria Friedman, Principal Analyst, Talent Acquisition, Brandon Hall Group

Daria Friedman

Daria Friedman is the Principal Analyst overseeing the talent acquisition practice for Brandon Hall Group. Prior to Brandon Hall, Daria led the research practice for Bernard Hodes Group, a recruitment solutions agency, and Findly, a talent acquisition software service provider. Daria’s focus is on conducting talent acquisition research on topics such as candidate experience, employer value proposition validation, onboarding, candidate experience, retention, internal communications, career site messaging, talent pool assessments/supply and demand, employee engagement, campus/graduate recruitment, brand perceptions/positioning, best practices, diversity, market/competitive dynamics, talent acquisition metrics, source-of-hire/job search dynamics, employer preferences, employee benefits, technology purchase preferences, and more. She has produced many thought-leading and award-winning research studies at Hodes, including: Healthcare Talent Metrics, The Growing Value of Employer Brands, RNs at Risk, The Collegiate Career Mindset, The Employment Conversation - How Employers and Talent Meet on the Social Web, and Playing for Keeps/Recruiting for Retention. Daria developed Industry Matters, a monthly newsletter that provides insight on the talent landscape from both an economic and talent acquisition trend perspective. She has conducted research globally across many industries, such as Healthcare, Technology, Insurance, Finance, Hospitality, Telecommunications, Defense, Law Enforcement, and Retail. Daria is skilled in quantitative, qualitative and secondary research methodologies. Daria has an MBA in Marketing from Fairleigh Dickinson University and a BA in French from Montclair State University.

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