Why Recruitment Marketing is Non-Negotiable

Candidates now evaluate more than the role—they evaluate your brand, culture, and how you treat people before hire. For example, one report cites that 88% of job seekers consider a company’s employer brand when applying.
 

Moreover, a candidate experience study found only about 26% of job seekers say they had a great experience in the hiring process.
 

What this means: If your recruitment process doesn’t engage early, show authenticity, and reflect your culture, you’ll lose talent before they even apply.

What Turns a Candidate into a Fan

Turning a candidate into a fan means they:

• Recognize and resonate with your brand even before applying.
   
• Engage with your content (social posts, videos, newsletters, events).
   
• Advocate for you — share with peers, refer others, speak positively.
   
• Choose you over competitors because they feel connected, not just because of the job.
   

Here are some behaviours that reflect this shift:

• Candidates who visit your career page, read reviews, and follow your brand before applying. A survey found 61% of job seekers visit a company’s site before applying.
   
• Candidates who drop out when your process feels cold or disconnects from your brand promise: nearly 74% of candidates want pay transparency, and 65% say they don’t receive consistent communication. Effective recruitment marketing targets this gap by building brand-driven pathways, not just job-driven tactics.
  
   

Data-Driven Insights & Examples

• A study of employer branding found that companies that actively manage their brand are 75% more likely to be applied to by candidates.
   
• Another insight: when candidates feel engaged during recruitment, they’re 3.2 times more likely to feel connected to company culture.
   
• Real world example: One organization launched a “Meet the Team” video series where new hires shared their first 90-day story. Their social engagement increased, and passive candidates who watched those videos converted to applicants at a higher rate.
   
• Another company created a “candidate community” email series: monthly career-tips, spotlight on employees, invitation to live Q&A. When roles opened, this community generated ~40% of qualified applicants before ads ran.
   

Building Your Recruitment Marketing Program

1. Clarify your employer brand story

Define your values, employee experience and unique culture. When you articulate why you’re different, you attract candidates who feel aligned.

2. Map the candidate journey

Think of every touchpoint: social post, review site, talent newsletter, referral campaign, event. Make it consistent and brand-driven.

3. Create content that resonates

Use real stories, behind-the-scenes glimpses, and employee voices. Authenticity matters more than perfection.

4. Use data to refine

Track metrics such as candidate engagement (email opens, video views), conversion (view-to-apply rate), and quality of hire. One article emphasises using candidate net promoter score (NPS) and retention metrics. Identify which themes, channels, and messages perform best.

5. Maintain ongoing engagement

Recruitment marketing isn’t just for when you have an open role. Build a talent pool of fans with newsletters, events, or communities. One report recommends allocating ~25% of your resources to passive talent engagement.

Final Thoughts

Recruitment marketing isn’t just about posting vacancies—it’s about creating relationships that turn candidates into advocates. Employers who shift from “post-job and wait” to “build-brand and engage” access deeper talent pools and stronger employer-brand loyalty.

At TalentAlly, we help companies connect with diverse, qualified candidates through career fairs, targeted hiring programs, and job postings. When you partner with us, you’re not just filling roles—you’re cultivating a community of talent who believe in your brand. Here’s to smarter, more human-centred recruitment marketing.