by Ken Schmitt and Vicky Willenberg

We’re not going to waste your time discussing the current labor market. It’s tight, competitive, driven by candidates with multiple offers and high expectations, and nearly impossible to find high caliber talent unless you’re a trained detective.

Here’s what we are going to tell you: To have any hope for successful hiring 2019, your recruitment strategy must be built around Recruitment Marketing.

Simply put, Recruitment Marketing is the process of nurturing and attracting talent using the same marketing methods marketing teams have been using to sell their products and services.

Download our Ultimate Recruiting Cheat Sheet for more successful hiring tips

A competitive and successful recruiting strategy recognizes that advertising jobs and searching for candidates has become very similar to advertising products and searching for customers. To avoid being the product left on the shelf, tailor your organization’s hiring strategy around these 4 ideas…


Employer branding is nothing new. Social media and a competitive job market have made branding essential to every organization’s growth and success. It is the key to solving your biggest problem: Attracting a high caliber candidate with the skills, experience, and personality to meet your needs. It’s up to you to create and market your organization’s reputation, popularity as an employer, and its employee value proposition.

Research by LinkedIn has proven that more than 75% of job seekers research about a firm’s reputation and employer brand before they apply for an open position.

Product marketing is successful when it targets the buyer persona. Recruitment Marketing works in the same way. Using skills, experience, and personality you are looking for to develop your ideal candidate persona. Included in your candidate persona should be a data showing what types of platforms your target candidate is using in their job search. LinkedIn, Twitter, Instagram, etc. are the most common. Educate yourself about free and sponsored advertising to get your market your brand and target your audience.


Why is the candidate experience so vital in a successful hiring strategy? Every candidate who comes in contact with your organization is now a part of your marketing team. He or she will be the mouthpiece for the organization and its employees. Build a positive candidate experience, and not only will you improve your brand’s reputation, you now have the potential to get it in front of their connections, giving you an even larger pool of candidates to choose from.

Recruitment Marketing

Candidate experience begins the moment he or she comes across your job posting. Is your marketing contemporary? Is posting user-friendly, including links that work and multiple ways to share applicant resumes and videos? Timely, relevant feedback and transparency throughout the hiring process is key as well. Additionally, ongoing engagement before, during, and after hiring through blog subscriptions, newsletters and targeted emails are key to a successful experience. Engagement also gives you consistent access to top candidates who may be perfect for future positions.

Click here for more proven Recruiting Strategies


Employee referrals are your most successful (and cheapest) recruitment marketing tool. Referred employees are the fastest hires, quickest to onboard, require significantly less money, and more loyal, resulting in lower turnover.  Referral programs benefit existing employees, as well. Not only can they be rewarded for referrals, enlisting them to recruit new hires gives them the opportunity to highlight what they love about your organization and being a part of it. Shining a light on their value proposition boosts loyalty and motivation.


The simplest and most cost-effective recruiting is the kind that’s already been done for you. That’s exactly what our exclusive Talent Portals have to offer – Your Industry. Your Target Candidate. Pre-screened and ready for you to review with no upfront costs.

As a boutique research-driven firm, we’ve successfully implemented Recruitment Marketing strategies, attracting thousands of highly qualified candidates across function and industry. Investing our resources in sourcing and screening these candidates, we’ve built an exclusive list of the best of the best.

Categorized by industry, function, and compensation, this unique hiring solution allows you to quickly and easily view full resumes to our finest candidates.

About the Authors

Ken Schmitt is the CEO and Founder of TurningPoint Executive Search and the Sales & Marketing Leadership Alliance. Specializing in placing sales, marketing and operations professionals across the country, Ken’s 20 years of recruiting experience have equipped him with the knowledge to serve as a thought partner to his clients for all recruiting, hiring and human capital-related initiatives. Ken sits on the board of Junior Achievement, the American Marketing Association, the San Diego HR Roundtable and is an Advisory Board Member for San Diego Sports Innovators (SDSI).

Vicky Willenberg has served as the Social Media Manager for TurningPoint since 2011. In 2014, she was elevated to Digital Marketing Manager, broadening her participation across all things digital for the firm. A former teacher with a Masters in Education, Vicky is an active and published blogger at The Pursuit of Normal and a marketing professional. She has her finger on the pulse of the latest trends in the recruiting, hiring and leadership sectors.

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