Job marketing
Definition
Marketing one specific job like a product, with a clear audience, one message that makes them stop, and a funnel that takes them from seeing it to applying.
Aron VeraartUpdated Job marketing is recruitment marketing zoomed in on one vacancy. Not "we're a great place to work" in general, but this job, this team, this salary, for this kind of person. You treat it like a product launch. Who's the audience? What's the one thing they need to hear? Where do they see it? And what's the smallest step that gets them from "huh, interesting" to an application?
The thing is, most companies market their company and then just post their jobs. But nobody applies to a company, they apply to a job. A candidate wants to know what they'll actually do on Tuesday, who they'll work with, and what it pays. Job marketing puts that front and center and then measures it like a funnel: how many people saw it, clicked, started applying, finished.
It's also why one job can need a completely different message than the job next to it on the same careers page.
Example
A care organization is hiring a night-shift nurse and a payroll specialist. With job marketing, they don't run one "join our team" campaign. The nurse ad goes into social feeds and leads with the night shift premium and the small team. The payroll ad leads with remote days and the systems they use, and it runs where finance people search. Two audiences, two messages, two funnels, each measured on finished applications.