How to Create an Effective Recruitment Marketing Plan?

Recruitment marketing is essential for staffing agencies, recruitment agencies, secondment agencies, and recruitment and selection agencies that want to grow. A strong recruitment marketing plan helps attract the right candidates while simultaneously lowering recruitment costs. But how do you create an effective strategy? In this article, you will learn how to develop a recruitment marketing strategy that leads to a steady influx of applicants, lower Cost per Hire (CPH), and a stronger employer brand.

What is a Recruitment Marketing Plan?

A recruitment marketing plan is a structured approach that helps companies and recruitment agencies attract, engage, and convert candidates into applicants. This plan includes recruitment online marketing, employer branding, programmatic recruitment marketing, and AI sourcing.

By implementing a recruitment marketing plan, companies become less dependent on expensive job boards and traditional recruitment methods.

Why is Recruitment Marketing Important?

The job market is changing rapidly. Companies that do not employ a recruitment marketing strategy fall behind their competitors. Some benefits of a strong recruitment marketing plan include:

• More applicants without extra advertising costs.

• Lower Cost per Hire through more efficient targeting.

• Better candidate experience and stronger employer branding.

• Less dependence on job boards like Indeed and LinkedIn.

A recruitment marketing agency can help establish a strategy that aligns with the specific needs of a company.

Step 1: Define Your Target Audience with an Ideal Candidate Profile (ICP)

A recruitment marketing strategy begins with defining your Ideal Candidate Profile (ICP).

Ask yourself the following questions:

• What experience and skills should candidates have?

• On which platforms are they active?

• What are their motivations and career aspirations?

By answering these questions, a recruitment marketing agency can set up a targeted campaign that reaches the right candidates.

Step 2: Optimize Your Employer Branding

Strong employer branding is crucial in recruitment marketing. Candidates are more likely to apply to companies that have a clear and attractive employer brand.

How do you strengthen employer branding?

• Create a careers page with videos, testimonials, and strong job descriptions.

• Publish content on LinkedIn and social media about company culture and career opportunities.

• Use social proof such as reviews and experiences from employees.

Recruitment marketing agencies help companies strengthen their employer brand through strategic content and targeted advertisements.

Step 3: Focus on Recruitment Marketing Automation

Recruitment marketing automation helps companies make the recruitment process more efficient and less labor-intensive.

What tools can you use?

• AI sourcing software – Automatically identifies and approaches candidates.

• Email and chatbot automation – Keeps applicants engaged and speeds up the selection process.

• Programmatic advertising – Automatically optimizes advertising budgets for maximum conversion.

By applying recruitment marketing automation, companies can reduce their Cost per Hire and shorten the time-to-hire.

Step 4: Build a Recruitment Marketing Funnel

A recruitment marketing funnel guides candidates through the different stages of the application process.

Stages of the recruitment marketing funnel:

1. Attract – Grab attention with job advertisements and social media content.

2. Engage – Use employer branding and content marketing to persuade candidates.

3. Convert – Encourage candidates to apply through optimized landing pages and targeted follow-ups.

A recruitment marketing agency can help build and optimize a funnel to convert applicants faster.

Step 5: Focus on Multi-Channel Online Recruitment Marketing

Online recruitment marketing is more effective when companies use multiple channels to reach candidates.

Effective channels for recruitment marketing:

• Social media recruitment via Facebook, Instagram, LinkedIn, and TikTok.

• Google Ads and programmatic recruitment marketing for maximum visibility.

• Email campaigns and retargeting for nurturing potential candidates.

A digital marketing recruitment agency helps select the right channels and strategies to achieve the best results.

Step 6: Measure and Optimize Recruitment Marketing Campaigns

Data analysis is essential in recruitment marketing. Without insight into results, companies can waste money on ineffective campaigns.

Key KPIs in recruitment marketing:

• Cost per Hire (CPH) – How much does it cost to hire a candidate?

• Cost per Lead (CPL) – What does an application cost?

• Clickthrough Rate (CTR) – How many people click on job advertisements?

• Conversion Rate – How many candidates actually apply?

By using recruitment marketing tools and software, companies can continuously optimize their campaigns.

Example: How Leadstars Optimizes Recruitment Marketing

A recruitment agency struggled with a high Cost per Hire due to dependence on job boards. After partnering with Leadstars, a recruitment marketing strategy was implemented with:

• Social media recruitment campaigns instead of solely relying on job boards.

• AI sourcing tools for more efficient targeting.

• Automated email follow-up that reduced candidate drop-off.

Results:

• Cost per Hire dropped from €4,800 to €1,900.

• The flow of applicants doubled within 6 months.

• Time-to-hire shortened from 10 to 5 weeks.

By implementing a tailored recruitment marketing strategy, the recruitment agency saved thousands of euros and secured better candidates faster.

Conclusion: A Strong Recruitment Marketing Plan Delivers Immediate Results

A recruitment marketing plan is crucial for companies that want to attract qualified candidates more quickly and cost-effectively.

Benefits of a recruitment marketing strategy:

• Lower Cost per Hire and Cost per Lead.

• Less dependence on expensive job boards.

• Faster and more efficient hiring via recruitment marketing automation.

• Stronger employer branding and better candidate experience.

Do you want a complete recruitment marketing department for the cost of one employee?

Leadstars helps companies with recruitment marketing strategies that deliver results.

Contact Leadstars and discover how we can optimize your recruitment marketing.