Recruitment marketing was a big topic of conversation in recruitment circles in 2022. But just how important will it be going forward? And can it solve the challenges that recruitment teams are likely to face in 2023? Here are some of the changes and trends to expect in the coming year.
Candidates will continue to prioritize remote and hybrid work
In 2022 recruitment teams and business leaders across the globe learned how to drive business growth while encouraging a flexible approach to work. For many job seekers (63 percent), “a top factor in their decision to accept a job offer is whether the job is remote, hybrid, or in-person.”1 In light of this data, companies that aren’t encouraging a flexible work approach could see their employer brands suffer.
With job markets no longer restricted to companies’ local areas, remote work has led to further globalization. Candidates are applying for jobs across the world, and organizations are seeing employees leave for opportunities that offer higher salaries, a better quality of life, and more flexibility. Employee retention has been a major theme of 2022, with many recruiters switching their attention from recruiting new talent to engaging existing employees.
Diversity hiring remains top of mind for employers and job seekers
In one recent survey of job seekers and employees, 78 percent of respondents said that “a diverse workforce is an important factor when evaluating companies and job offers.”2 A diverse and inclusive workforce is now longer an option for employers but a requirement. Building a strong employer brand through recruitment marketing can help a company achieve this.
More recruitment teams will embrace marketing automation to snag top talent faster
Top candidates rarely stay on the market for long and usually land new jobs quickly—which means that organizations with long processes and laborious recruitment strategies mean organizations are missing out on opportunities to attract them. Competition for talent is fierce, and recruiters need a new approach to help cut time to hire.
Marketing automation technology such as engagement scoring and trackable links can enable a company to track candidate engagement across its digital footprint and see what content candidates engage with the most. This insight can help recruitment teams tailor their messaging (based on what candidates have interacted with in the past) so they can more accurately target best-fit candidates and show them what they want to see. It also lets a company know which candidates are interested in its employer brand, so it doesn’t need to spend valuable human time cold-calling candidates to find out who’s interested in a role. Filtering candidates on a real-time engagement score enables organizations to significantly cut their time to hire and time to shortlist.
Perfecting entry-level recruitment will help ease talent shortages
As the competition for labor intensifies, organizations across the globe are taking steps to bridge gaps in acute skills shortages. As a new generation of talent enters the workforce, business leaders are realizing the benefits of attracting and engaging entry-level talent through the early careers market. Marketing automation will play a pivotal role in this area, too, by helping recruiters automate their candidate nurturing at scale.
As 2023 rolls out, the business world will need to pay close attention to new trends in recruitment. By harnessing the power of new technologies and adapting to employee-driven shifts in the labor market, companies will be ready to respond quickly and effectively to the challenges and opportunities ahead.
