“Not implementing a Marketing Automation solution may be the ultimate career limiting move for today’s marketers. If you haven’t gotten started you’re already behind the 8 ball.” IDC Group

Marketing automation has been a trending topic, for several years, because it allows companies to do more with less. Moreover, organizations have access to deeper insights regarding site visitors and leads. In terms of the recruitment industry, hiring companies are expected to be both engaging and revolutionary. This makes marketing automation more than just a helpful resource. When the objective is to improving candidate sourcing and hiring, marketing automation can come to the rescue–here’s how.

Find the right people

Recruiters often complain about how difficult it can be to source and hire, in addition to collecting information about potential candidates, updating their profiles and maintaining communication on a consistent basis. In some cases, there isn’t an efficient avenue for determining if qualified candidates already exist within the company’s applicant tracking systems. In fact, it could be killing your efforts.

On the other hand, it could be much worse–candidate files could be located in physical cabinets, LinkedIn mailboxes, email inboxes and more. It’s quite difficult to manage and sort all of your applicants without a central repository.

You might search through your applicant tracking system, but that method can often fall short.

Then, you might even start from scratch simply because you are inundated with information in various forms and in various locations.

Whether you’re a smaller company with five recruiters or an enterprise with hundreds of potential recruiters, the job can quickly become unsustainable. Instead, you must adopt modern practices of building and maintaining an updated candidate pipeline with access to the relevant information you need in an instant. Keeping your candidates in one portal, with continuous communication, is one of the most effective forms of properly filling an open position. This is exactly how recruitment marketing automation can help.

Cut out the mundane tasks

Marketing automation was designed to eliminate repetitive tasks that are overtly time-consuming and distracting to recruiters. Whether it is labor-intensive email campaigns to media messaging, marketing automation can help you become more strategic–instead of reactionary–with your hiring processes. You can create and schedule email campaigns to instantly engage with your targeted talent pools, on a continuous basis.

Not to mention, you can track clicks, opens and applications which were the result of your customized campaigns. Furthermore, marketing automation helps make it easier to find the ideal match through automated communication channels, and available responses, organized in one repository.

This means you don’t have to muddle through multiple sources to find a topic of conversation for a targeted candidate. Marketing automation allows you to have all of your desired candidates, and their data, right where you need them.

Headhunting at its finest

Whether you use Marketo, HubSpot, Pardot or something else, marketing automation is helping to transform the recruitment industry. All recruiters must engage in thoughtful marketing to attract and hire the right candidates for a specific job opening. This also requires an understanding of what potential candidates want to see in a job opening message–does it have all of the right keywords? Does it entice your ideal match? Your preferred candidate must be sold into applying for your job. The good news is people like to be sold to, you just have to do it right.

Marketing automation comes in by providing you with marketing intelligence to help you better understand and nurture your targeted prospects. You can then use your marketing analytics to create detailed and personalized content designed to convert candidates into hires. More importantly, marketing automation can be used to match the right talent, with the right organization–at the right time.

Do you now see why marketing automation is still trending?

Recruiters have to compete with other marketers for the attention of job applicants. Gone are the days of cold calling individuals. You must bash through a lot of noise just to get their attention.

This also means you must start the recruitment process even before the job is vacant. You must nurture a pool of qualified candidates for when a job vacancy occurs. Take a company such as Amazon, they use tracking codes to monitor response from email, webpages and social media. This is done to quantify a person’s interest.

Data is mined from when an email was clicked or which keyword was used to access their website. Prospects are then given a score based on their activities. From that point, a cultivated email and social media campaign is created and deployed to target prospects based on interest level, or their scores.

Marketing automation is used by companies large and small. Recruiters have the same access to marketing intelligence tools to help them find the right candidates for any job opening.

Build better relationships

While recruitment is quite different from pure marketing, there are still a few similarities. To illustrate, both recruiters and marketers must build relationships and trust. Conversion only happens when a candidate trusts you. Marketing automation can increase efficiency with lead nurturing, campaign planning and deployment, measurement, website tracking and more to help engage better with candidates and improve relationships.

Even if you have never used marketing automation, it is the only way to sustain and maintain a digital relationship. Digital outreach is the most effective way to reach today’s tech-savvy candidate. Thereby, marketing automation greatly enhances and fosters digital relationships.

Recruiters need to nurture relationships to gain successful placement. The approach to building relationships has evolved, especially in today’s digital world. To make insightful decisions, intelligent data is needed. All of the big companies are using marketing automation, shouldn’t you do the same?