Recruitment marketing in modern realities

3 min

Hello 2021 and goodbye to the protracted 2020! I am sure that for the majority, 2020 was a very difficult year, as it not only affected each of us personally, but also had a huge impact on the labor market.

I was glad to see many systematic changes that we really needed, but we still have a lot to do. The same applies to recruitment marketing, changes in which are now very welcome.

Below are my tips for evaluating your strategy for 2021 to help you get the message across, share your experiences, and make your policies as effective as possible.

Objectives and strategy of attracting applicants

In my opinion, the strategy of attracting job seekers in job advertisements has changed for the better. Previously, it was enough for any company to simply create a job posting that said “We are hiring,” and then start listing the vacancies and teams that need specialists. 2020 has completely changed all this for the better.

Your ad should mean something to you and the future employees you would like to see in your company.

Here are a few questions that you should be asking yourself and that job seekers are likely to ask you that you should have answers to:

  • What values ​​does your company support? Examples: being yourself, motivation to work regardless of the circumstances, personal diversity and consideration of individual characteristics, authenticity, etc.

  • What real problems is your company helping to solve?

  • What is the purpose of the campaign? Do you just want to hire one and all?

  • Are you still building up your talent pool that you probably don’t intend to use at all? Really?

Each team must apply for positions that require an influx of staff, but please do not substitute your applicants. There is nothing worse than applying for your dream job only to find out that this is a job pipeline that is throwing you into an inappropriate bunch of talent. If you’re recruiting applicants, show them simple courtesy and let HR review their resume.

In other words, do your job well. Job seekers are not stupid and can see right through your strategy.

Photo and video

As active practitioners, we love to share our company culture. Photos and videos are some of the easiest ways to do this. Let’s also talk about what might be hiding behind them.

What worked before the pandemic is definitely not working anymore. Ping pong tables and beer kegs were popular in the past, but quickly ceased to be part of the employer’s brand narrative.

When you start working on your quarterly publishing plan, there are a few things to keep in mind:


As you share your photos and videos, remember that there is a small problem like COVID-19, which is still spreading around the world.

Demonstrating an office environment that once made sense is now very one-sided and does not reflect reality.

If your team works remotely, your photos and videos should reflect this.

If you continue to show people handshakes, hugs, and not social distancing, you are showing a lack of understanding of the situation.

Diversity and inclusion

Please review the content you posted earlier, please. Does it contain publications with your staff and co-workers? If your goal is to attract great people to work for your company, they in turn want to see people who look, feel, and think the way they do.

Invisible to employers, job seekers may have been hit by COVID, but they now have more options than before. If you don’t showcase your diversity, employee support groups (ERGs) and their interests, it can become a huge red flag for everyone and give them a reason to turn around and seek employment elsewhere.

Stock Photos

Yes, this object of love and hate (who has how) still should not be used. While 2020 shattered many of the hurdles and gave way to much-needed change, stock photography is still not a good solution. Stop using them in your strategy. They weren’t a good decision before, and they definitely won’t be anytime soon.

In conclusion, your recruitment marketing strategy is more than just a strategy. To develop your employer’s brand, you must share credible stories that reflect your company. This also ensures that you attract and hire the right people.

Learn more about the course “IT-Recruiter”

Watch the webinar “How to make an it recruiter out of a person.”


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