Now, if you read that, you might think that recruitment marketing sounds kinda lame. And… it very often is. Every recruitment marketing ad looks the same to me: We’re hiring! or Do you want to read about this job? or People think we’re great! I really don’t understand the value of these poorly framed messages of generic positivity for a product that every adult in the known universe already knows they need. Do people see these and go, “Huh! They have jobs! I could probably use one of those…” How weak is that message? And how valuable is the person responding to an ad like that beyond funnel filler?
Recruiters, let us be clear, do the heavy lifting. They ask you to apply. They facilitate the process. They make the actual offer. That’s asking for the date.
Which really sets up employer brand to be so so so much more than chatting up a reason. Every job already has its own “reason to say yes.” It’s called a paycheck.
But you… yes, YOU… you’re better than that. You think bigger than nudging up your Glassdoor score a tenth of a point to be a little closer to the median. You think bigger than making sure your jobs end up on the maximum number of job boards. You’re getting recruitment to align on stronger and better-differentiated messages. You’re getting marketing to share the ball a little. You’re getting the business excited to tell its own story to prospects. You’re changing the way the company thinks about attracting, engaging, and retaining talent.
And when you do it right (and I can name PLENTY of companies for whom this is true), there’s no shortage of people who are applying without being asked. Candidates line up to ask you for a date.
And frankly, doesn’t that just sound like a better job to you?