The impact of artificial intelligence on company branding and recruiting
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Considering how much has changed in just one year and how much the history of employer branding has been rewritten, let’s look at some of the trends and statistics in recruitment marketing.
Key statistics on recruitment marketing
46% of recruiters see their job more as marketing
More than half of today’s recruiters still don’t view much of their job from a marketing perspective, which is a significant advantage in today’s highly competitive market. With much of today’s job market residing singapore number in the digital space and relying on user reviews (or employee testimonials), social media interactions, or the ability of a recruiter and job seeker ake on more marketing-related roles in order to fill their positions with the right candidates.
The bottom line here before we move on to a handful of additional recruitment marketing statistics is this: It's not too late. Recruiters who want to truly change their environment still have time to make a significant impact by adopting a more marketing- and employer-branding-oriented strategy rather than waiting for a resume to arrive in their inbox.
75% of professionals are passive job seekers
Let’s assume this is true (according to CareerArc). In that case, that means that ¾ of the candidates in your industry A) are not looking for a career change and B) need to be persuaded or enticed to learn more about your company and what you can offer them in terms of incentives, autonomy, work-life balance, benefits or competitive advantages for their career compared to their current company.
This is where a solid recruitment marketing strategy does the heavy lifting. Maintaining an active social media presence with an eye toward employer branding and talent acquisition, updating your profile or company page on sites like LinkedIn, Indeed, and Glassdoor with relevant and engaging photos and videos, and ensuring your website speaks to “what you offer” to potential employees (rather than just your accolades or recognition as an employer) will not only pique the curiosity of the passive job seeker, but will also ensure that you remain top of mind when that job seeker decides to actively enter the employment landscape.
1 in 10 hires comes from social media
According to a recent study by Clutch, 1 in 10 hires in today’s job market come directly from content, engagement, or interaction between a recruiter and a candidate on social media. This shouldn’t be all that surprising given the proliferation of social media in sales and marketing and employer branding strategy, but let’s examine a couple of reasons why 10% of hires today come from a social media platform:
Ease and speed of communication between a recruiter and a candidate: Whether via text messages on Twitter or Messenger on Facebook, recruiters and candidates can communicate faster and from anywhere in the world at any time. Gone are the days when there were no more emails or messages to return by 5pm. Today, potential candidates (especially those in high-demand or niche industries) expect recruiters to contact them on platforms or digital spaces where they are already present.
Cost-effectiveness : Let’s look at the cost to a recruiter or company of maintaining an active social media profile: that’s right, zero. Hiring teams communicate with top talent and leverage social media, thereby reducing costs and increasing efficiency.
Referrals : A Facebook friend knows you’re looking for a job and tags you in a post from a company you think you’d be a good fit for. You browse the company’s social media profile, see the job posting, and apply. From a recruiter’s perspective, that’s about ¾ of the work done to give candidates a door to walk through.
Employees are 3 times more trustworthy than employers.
LinkedIn, the leading professional networking network, recently reported that employee trust is three times higher than employer trust when it comes to messaging and how passive and active job seekers perceive a company . This means that recruitment marketing components such as employee testimonials, employee reviews on sites like Indeed and Glassdoor, and any referral marketing-based strategies where employees speak highly of a company’s attributes or standing in the industry carry far more weight than anything your recruiting and marketing team can create.
But what this means in terms of recruitment marketing strategy is the desire of potential job candidates to hear directly from current employees. This means that relying on stock images on social media, overly produced or “glossy” videos, and other content that lacks authenticity or does not emphasize the employees that feed the narrative about you as an employer will likely fall on deaf ears or simply be white noise.
78% of marketers believe video moves the needle
This should be a given by now, according to Wyzowl, but 2020 is a visual era. Whether it’s Instagram, YouTube, or even TikTok, images (static and dynamic) are the lifeblood of content strategy, and engagement marketing is no different. Not only are videos easier to digest than traditional text, especially on social media platforms, but video also gives you more freedom to rely on direct words and ideas (see our last point above). It also helps tell your story in terms of employer branding.
Plus, video content is easy to share, better suited for reporting and analytics (it's easier to get metrics on how long a video has been watched or which segments or parts of the video have generated a more meaningful response compared to text), and it also shows a potential job candidate that your company is ready to adapt to technology, new ways of thinking, and the way people communicate and share ideas....
Trends in recruitment marketing
Let’s review some basic components to help recruiting teams stay up-to-date and informed about where and how talent acquisition is going.
Significant increase in the use of artificial intelligence and machine learning
AI technology has been widely adopted in recruitment as it helps automate and streamline the recruitment workflow. This has allowed recruiters to focus on higher value-added tasks, leading to increased efficiency and better job matching.
AI in recruiting increases human job satisfaction, allowing for better focus on candidates. In addition, the quality of hires increases significantly and candidate satisfaction increases as recruiters can spend more time finding the right job for candidates and less time on operational tasks .
AI and ML can also be used to analyze data about candidate behavior, such as how much time they spend on a job ad or what positions they tend to apply for. This information can help recruitment marketing teams better understand their target audience and tailor their efforts accordingly.
Employer branding is king
Employer branding is not limited to the hiring process, but has a ripple effect throughout the organization. HR teams and managers understand the benefits of a positive employer brand when it comes to recruitment and retention.
Whether it's through their social media presence , their digital footprint via a website and blog, a YouTube channel, and crowdsourcing recruiting and branding sites like Glassdoor and Indeed, recruiters must always be mindful of the message their company is sending and how that message is likely being received.