Only 1 in 10 Organizations Have High-Level Recruitment Marketing Practices

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Brandon Hall Group’s research always has a unique perspective and I am excited to tell you that our soon to-be-published recruitment marketing study takes this approach to a new level.  We have developed an incredible maturity model based on how organizations manage their people, processes, and technologies to achieve an optimal recruitment marketing practice.  And then we looked at the impact of the different maturity levels on key metrics and uncovered some reasons why organizations are having difficulty at achieving success in this area.

Join us for a webinar on the topic, sponsored by Talemetry, on April 27. In the meantime, here is a sneak preview of a few highlights:

Maturity levels: Only 10% of organizations surveyed have an optimized recruitment marketing practice, which we call Level 4. These organizations:

  • Have a fully-integrated talent acquisition strategy aligned with organizational goals.
  • Their recruitment marketing strategies and employer brand messaging are fully developed and aligned with stakeholder needs and values.
  • They use predictive/prescriptive analytics to identify trends that impact recruitment marketing.
  • Their recruitment marketing technology solution is fully integrated, offers analysis, reporting capabilities, and includes many functionalities, such as candidate management, assessments, social, and more.

Only one in 10 organizations have this functionality. The other 90% are not leveraging the full potential of recruitment marketing.

Competencies: Less than half of the organizations surveyed feel that the people within their HR/Recruiting team have the recruitment marketing skills needed to perform effective recruitment marketing. The rest look to others with marketing skills outside their HR team, have the marketing department do all the recruitment marketing, outsource recruitment marketing, or are looking to hire someone.

Technology: Solutions such as applicant tracking systems, interview scheduling, and career/candidate experience portals are prevalent among most organizations. However, there is opportunity for growth as a sizable percentage feels they need these solutions:

  • Predictive/prescriptive analytics
  • Texting for recruitment
  • Talent networks
  • CRM
  • Internal mobility portal
  • Social recruiting.

Recruitment marketing is an evolving and dynamic market. Not all organizations are playing on the same level and achieving the same results. Brandon Hall Group’s Recruitment Marketing Research will give you a great perspective on what needs to be accomplished to achieve an optimized recruitment marketing practice. Stay tuned for more.

–Daria Friedman, Principal Analyst, Talent Acquisition, Brandon Hall Group

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Mike Cooke

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Mike Cooke

Chief Executive Officer of Brandon Hall Group Mike Cooke Prior to joining Brandon Hall Group, Mike Cooke was the Chief Executive Officer and co-founder of AC Growth. Mike held leadership and executive positions for the majority of his career, at which he was responsible for steering sales and marketing teams to drive results and profitability. His background includes more than 15 years of experience in sales, marketing, management, and operations in the research, consulting, software and technology industries. Mike has extensive experience in sales, marketing and management having worked for several early high-growth emerging businesses and has implemented technology systems to support various critical sales, finance, marketing and client service functions. He is especially skilled in organizing the sales and service strategy to fully support a company’s growth strategy. The concept of growth was an absolute to Mike and a motivator in starting AC Growth, in order to help organizations achieve research driven results. Most recently, Mike was the VP and General Manager of Field Operations at Bersin & Associates, a global analyst and consulting services firm focused on all areas of enterprise learning, talent management and talent acquisition. Tasked with leading the company’s global expansion, Mike led all sales operations worldwide. During Mike’s tenure, the company has grown into a multi-national firm, conducting business in over 45 countries with over 4,500 multi-national organizations. Mike started his career at MicroVideo Learning Systems in 1992, eventually holding a senior management position and leading all corporate sales before founding Dynamic Minds. Mike was CEO and Co-Founder of Dynamic Minds, a custom developer of software programs, working with clients like Goldman Sachs, Prentice Hall, McGraw Hill and Merrill Lynch. Also, Mike worked for Oddcast, a leading provider of customer experience and marketing solutions, where he held a senior management position leading the company into new markets across various industries. Mike also serves on the Advisory Board for Carbon Solutions America, an independent sustainability consulting and carbon management firm that specializes in the design and implementation of greenhouse reduction and sustainability plans as well as managing the generation of carbon and renewal energy and energy efficiency credits. Mike attended University of Phoenix, studying Business Administration and Finance. He has also completed executive training at the Chicago Graduate School of Business in Chicago, IL.

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