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How Marketing Automation is Tackling the ‘War for Talent’ in Recruitment

20 November 2021
by James Skellington

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Speak to any recruiter and they’ll tell you it’s probably one of the toughest times they’ve ever experienced when trying to attract talented job applicants.

The statistics evidence the industry’s struggles too, with the UK recording 1.1 million vacancies between July and September 2021 – the highest level since 2001.

In particular, the retail and motor vehicle repair businesses are being severely impacted, and there’s no question that the pandemic and Brexit have had some part to play in the current recruitment issues.

So, how does a recruiter stand out from the crowd, cut through the noise, and attract top-level, valuable candidates?

As a brand that works with many leading recruiters, we know the importance of effectively utilising marketing automation to deliver the right message, to the right person, at the right time.

And, following his live panel discussion at Access Recruitment’s recent ‘Combating the candidate crisis’ webinar, our automation specialist James Skellington has three key takeaways for the recruitment industry…

1. Be Someone People Can Trust (And Always be Transparent)

This goes for both recruiters and candidates. While the latter is ‘valuable’, that doesn’t mean you – as the recruiter – can’t speak to them if they’re open to learning more about a specific role.

Communicate in a way that isn’t cold or robotic – it’s important to get your personality and expertise across. For example, have you worked in recruiting for 10 weeks or 10 years? Tell them. What is your standing in the sector, and are there any reviews and testimonials that provide the social proof to trust in why people should work with you? Don’t be afraid to say.

If you carry out a conversation that’s tailored to your recipient’s wants and needs – from salary expectations to location preference – and is empathic in tone, you can stand out from your competitors. And when candidates are unsuccessful, let them know. These touchpoints are as important as being trusted.

How marketing automation can help engage candidate comms...

Armed with marketing automation, you’re able to unlock critical, real-time data that helps refine your messages, ensuring you only speak to candidates in an ultra-relevant way.

When you partner with likeminded individuals, you’re more likely to build a strong rapport that can often result in a high conversion rate too.

As a recruiter, you have a great opportunity to educate your audience, and develop that trust too. Consider crafting email marketing messages to get your name out there, and use this as a vehicle to offer top tips and advice to your segmented groups.

For example, if you’re a financial recruiter, you could create an email nurture campaign based around how you can help transform an organisation’s specific financial search for top-tier talent. Or, if you’re speaking directly to candidates, your sequence could centre on drip-feeding content that covers the specific skills they need to land their dream job.

2. Hyper-relevance is Crucial

Moving on from the first point, there’s so much to be said about the power of hyper-personalisation and the art of delivering data-driven comms that stick. That doesn’t mean all you have to do is write ‘Hi first name’ at the start of your email and collate a bunch of numbers on a spreadsheet.

Instead, it must look and feel like the email is coming directly from you and you’re keen to know more. It’s about getting to know your candidates’ or organisations’ wants and needs and tailoring relevant content accordingly – and utilising the data that’s at your fingertips to enable you to send relevant content that creates excitement and engages your recipient.

Beware of sending generic comms to candidates you have a good rapport with too – they’re instant relationship killers.

With marketing automation, you can utilise an array of benefits to better understand your segments on a granular level. For example, you can analyse their engagement via lead scoring metrics, or tap into web tracking functionality so you can deliver customised comms that are specific to a webpage they’ve visited.

Yes, you might need to send more emails than before, but that doesn’t excuse the lack of relevance.

3. Timing is Everything

Knowing exactly when your future applicant is most engaged, is the key to a successful conversion.

This might sound like a ‘crystal ball’ tactic to many, but all it takes are a few clicks with marketing automation. Armed with data, you’ll know exactly when to send the right message, to the right person, at the right time.

Additionally, check our advice on spamming versus cadence to understand why the frequency of your email marketing messages matters too.

And James’s final piece of advice?

“If you work as part of a recruitment team – champion every effort. As specialists in marketing automation, we want to be working alongside leading recruiters who have established reputations and relationships. We care about your success and want to be as proud about nailing your marketing messaging, as you are!”

As the UK’s fastest growing marketing automation platform, Force24 works with some amazing recruitment brands including The Recruitment Crowd and Shorebrook Partners. Download our free Ultimate Guide to Marketing Automation and book a demo today.

Photo of James Skellington
James Skellington
Field Sales Manager

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