6 Uses of Marketing Automation in Talent Acquisition
When we take Talent Acquisition and Marketing down to their fundamentals, we can observe that they apply the same ideas when compared side by side. However, when people think of Marketing Automation, HR is never a term that comes to mind; instead, we hear associated terms that revolve around the classic digital marketing use cases: engaging prospective or existing customers in a Business to Consumer (B2C) or Business to Business (B2B) context, through a variety of digital communication channels.
Isn’t this exactly what HR and recruiting specialists do, but to a different audience? The talent market is becoming increasingly competitive, and adding processes, automation, and performance analytics will considerably improve the process. Marketing automation has a lot of potential in the Business to Employee (B2E) channel.
In this article, we’ll discuss 6 ways marketing automation improves the talent acquisition process.
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1. Social Media
Social networking is a valuable tool for building employee branding. The way your company promotes itself on social media reveals a lot about its culture, beliefs, and accomplishments.
You will have ‘Social Posting’ capabilities by leveraging social media connectors (available in any quality marketing automation software) – you will be able to compose and schedule posts to specific accounts. You will be able to segment and market to these engaged consumers using social post analytics that track impressions (views) and clicks. Consider it the very top of your nurturing pipeline.
2. Website Forms
Use forms to simplify the data collection process. With a customized form for the recruiting homepage, you will be able to choose whatever fields you feel should be included – rather than being limited to the conventional ‘contact us’ form fields. All collected data will be fed into the back-end to the person record, where quick qualification or disqualification can occur, for example, if someone does not have permission to work in the nation.
You may even take it a step further by using numerous forms. To spread data gathering throughout the interview phases, you can utilize ‘Progressive Profiling’. Progressive profiling seeks to gather data gradually, which means that fields will only appear on the form if there is no data for that particular field. In addition to prohibiting re-entry, you may guarantee that the relevant data is gathered for the applicant to go to the next level. Overall, it was a less traumatic procedure for both parties.
3. Email Automation & Tracking
Email marketing is important to marketing automation and continues to be the most profitable channel for marketing interaction. Over time, capabilities that ‘drip’ different emails based on the recipient’s reaction to the previous one were developed. The procedure becomes both efficient and personalized at the same time.
The ability to drill down into email interaction data and discover who has opened, glanced at, or read your email. You may draw inferences from these stats; for example, if they haven’t read your email after two weeks, you should probably take the signal that they’re not interested.
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4. Website Tracking
Many organizations utilize Google Analytics for this reason, but if you have the option, you should use a marketing automation tool. A marketing automation platform is a database of people records, and the data you collect is saved in the backend on their unique person record. As this possible candidate engages with you and your material, you will be able to develop a more detailed profile of them.
5. Sourcing Talent
Similar to how marketing automation tools’ primary goal is to demonstrate which channels eventually result in sales, the acquisition process would benefit from knowing which channels result in hiring. A candidate’s record is branded with their lead source, indicating what their first point of contact was, such as a trade show event or a website.
Consequently, a lead source might demonstrate how a candidate was first ‘touched’ in the process. You may elect to invest more in social media promotion, which attracts the majority of quality prospects and abandon third-party job posting platforms.
6. Scoring & Grading
The behavior score is dependent on how much someone interacts with your content. Setting automation to modify the score, like the previous page action, offers you a strong indicator of who is interested in the firm, has done their study, and is more likely to succeed in future interviews.
Grading is based on demographics – this individual is who they are. Perhaps you have certain criteria in mind, such as three years of sales experience, or you want to eliminate those who are in the wrong geographic region. A grading model may incorporate these criteria and adjust the final result accordingly.
Conclusion
By highlighting how talent acquisition is similar to marketing automation, I’ve demonstrated how you can add mechanisms, automation, and performance data to greatly improve the process.
Marketing automation has a lot of potential in the Business to Employee (B2E) channel, even beyond talent acquisition. In an era of digitization in HR, there is also the potential for marketing automation to improve other stages of talent management, such as retention and development, which are all becoming increasingly important to many HR professionals.
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