Recruitment marketing

Recruitment marketing is basically treating hiring the way a good marketer treats selling. You think about who you want to reach, where they actually spend their time, what would make them stop and care, and what happens after they click. The vacancy is the product, the candidate is the customer, and the application is the conversion.

The reason it matters is simple. The old way, putting a job on your site and a job board and hoping, only reaches the people who are already searching. Everybody else, and that's usually a lot of the people you'd love to hire, never even sees it. Recruitment marketing goes out and finds them, with ads, content, a careers page that actually says something, and an apply flow that doesn't scare people off.

It's not the same as employer branding, even though they overlap. Employer brand is what people think of you. Recruitment marketing is what you do to get them to apply.

Example

A logistics company needs five warehouse leads. The old approach: one job post, copied from the job description, live for six weeks. The recruitment marketing approach: figure out that the best people are working night shifts somewhere else and scrolling their phones on break, run a short feed ad that leads with the pay and the schedule, and let them apply in two minutes on mobile. Same job, completely different reach.