How recruitment marketing automation reshapes talent acquisition

Moving toward a future-proof integrated ecosystem of different systems

Whereas in recruitment, the beating heart has been an Applicant Tracking System (ATS) for many years, there is now a shift where marketing automation will also play a more important role. Getting this puzzle laid, with a new position of different systems, requires an overarching strategy at the technical, business and strategic levels. By understanding how these systems interact and aligning them into a cohesive strategy, companies can harness the power of automation to improve their recruiting efforts.

Why marketing automation will play a critical role

1. Communication across channels

Candidates expect that communication can run across multiple channels, and be aligned with each other pretty much in real time. This ranges from WhatsApp, online candidate portals, social media platforms, etc. Especially when a top talent submits an application, as an organization you need to be able to act on this – even after the recruiter’s own working hours. By leveraging automation, recruiters can deliver consistent messaging while tailoring the communication channel to individual preferences, increasing engagement and building stronger candidate relationships.

2. Data-driven, personalized candidate experience

This is also where the personalization loop comes in. By integrating our systems correctly with each other, and being able to do extensive data capture (partly through marketing automation), the organization has the opportunity to use this data in a correct (and GDPR proof) way and give a personalized experience to the candidate. For example; job suggestions based on his/her region, or previous experience. Automation at this level means customized communication and an increase in efficiency during recruitment.

And here’s where it gets interesting – we want to apply this automation and personalization not only to active candidates, but also to passive candidates. With marketing automation, we set up nurture campaigns to engage the right candidates and build loyalty. Once their assignment is over, you as an organization are top-of-mind to take follow-up steps.

3. North Star: Candidate life cycle

Sufficiently inspired? We take it a step further. HAVIK focuses not only on long-term relationships with our clients, but also on creating long-term relationships with our clients their clients!

Long term? That means an understanding of the life cycles of these candidates. An insight on all possible communication lines to monitor saturation and consider all past job opportunities and experiences for future recommendations.

This insight is only possible when the IT landscape lends itself to it. Do you have the right tools in place to align the data? And are the data flows set up correctly?

Creating this lifecycle is a nice “north star” that any organization within HR can work toward. Marketing automation plays a critical role in tracking the candidate lifecycle and maintaining personalized communications throughout the recruiting journey. By integrating with ATS systems and operational platforms, recruiters can monitor candidate interactions from initial engagement to application submission and beyond. This enables them to deliver timely and relevant messages at every stage of the process, improving the candidate experience and increasing engagement.

Conclusion

To summarize, there is huge potential in developing marketing automation activities to not only scale efficiency within the recruitment process an sich, but also to deliver personalized experiences to candidates through different channels.

This requires a pragmatic approach where HAVIK can zoom in with you on strategy, guidance during transformation or elaboration of specific use cases (e.g. nurture or onboarding flow) within Marketing Cloud.

Havik

How Recruitment Marketing Automation is Reshaping Talent Acquisition