Dive Brief:
- There is a shift in acquiring the best employees, as talent attraction and engagement have evolved into the most critically important capabilities in today's modern talent acquisition function, according to a new survey.
- The study, "The Recruitment Marketing Platform: A Hub for Talent Discovery, Attraction & Engagement," from Lighthouse Research & Advisory, found that 74% rated talent engagement and 71% rated talent attraction as "very" or "critically" important – compared to 48% that rated the same level for candidate search and sourcing.
- Another data bit from the survey uncovered that most recruiting teams are not properly collecting talent attraction and engagement metrics, such as campaign click-through rates (31%) and conversion rates (41%) – denying them the insight needed to continuously leverage their talent acquisition process.
Dive Insight:
Based on the weak survey numbers on metrics and the growing focus on attraction and engagement – not traditional "search" recruiting – the benefits of an effective data-driven recruitment marketing platform that can deliver those missing metrics seem clear. The shift in best practices also signals that more employers understand (or, in some cases, need to understand) why the right recruitment marketing software platform needs to be in place.
The research also shows that it's now more important to be effective at attracting candidates to you, rather than seeking them out. HR and talent acquisition leaders should invest in a recruitment marketing strategy that "attracts, engages and nurtures candidates over time to generate more leads, build better pipelines and make better hires," according to a press release.
Some ways to do that: referral programs have gained steam, as well as certain social recruiting tools.