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Your Recruitment Strategy is actually a Marketing Strategy
Why it's time to see your hiring process through a candidate lens
Written by Jo Brown
We often see employers rush headfirst into hiring. There’s a pressing business need, a gap to fill, a team under pressure - and so the default reaction is to whip up a job description, launch an advert, conduct a few interviews and hope the right person comes along.
But here’s the catch: the traditional approach to recruitment is all about you. Your need. Your structure. Your job description. Your checklists. Getting it done.
That might seem logical, but it’s not smart.
A future thinking recruitment strategy doesn’t start with your business need. It starts with your ideal candidate. And then work backwards from there.
Because in today’s market - one where candidates hold the power - the organisations who succeed in attracting the best available talent are those who shift their entire recruitment strategy to act like a marketing function. The goal? To attract, engage, connect and convert the very best people to be your people.
Every Touchpoint is a Sales Opportunity
Your job advert is not just an advert. It’s an invitation. A campaign. A brand pitch. The interview is not an interrogation. It’s an experience. A showcasing.. A huge opportunity. The offer letter is not a transaction. It’s a final nudge in your value proposition. The tone, the excitement, the human element - is vital at every stage.
From the moment someone sees your vacancy to the moment they first walk through the door, your recruitment process is selling something:
- The role
- The impact
- The culture
- The leadership
- The purpose
- The values
- The people
If it’s not doing that, you are missing the mark and an opportunity to spark the curiosity of your potential next high performer.
Ask Yourself: What Does the Candidate See?
For example, many job adverts still open with a laundry list of responsibilities and a wall of criteria. We tell candidates what we want, before ever telling them why they should care. But great candidates, the ones in high demand, will require more than a list. They need a story.
- Are your values and purpose front and centre?
- Can you include a short statement from a team member about why they love working with you?
- Does the candidate walk away from the interview excited by the role, or simply informed?
- Does a candidate know how their role will play into the purpose on a day-to-day level?
What a candidate sees, hears, and feels throughout your hiring process will shape whether they choose you or not.
Remove the Barriers - why the 'must have'?
Must have five years of experience. Is it a demand? Or could the best person be out of scope? I understand why you’re asking for minimum five years’ experience - you want the best. But your star applicant with 4.8 years of exactly the right experience is wondering if they should even bother. And the statistics show that they’ll likely self-select out.
Too many job descriptions are filled with unnecessary filters - requirements that aren’t actually requirements but rather outdated placeholders. Strip them back. Focus on capability, not checkbox compliance.
Practical Steps for a Candidate Led Strategy
If you’re reviewing your recruitment process - and you should - here are a few ways to strengthen it, from the candidate’s perspective.
- Add your mission to the job description: Candidates want to know why your organisation exists.
- Include your values in the ad: Not just listed, but explained. Show how they show up in daily work.
- Show, don’t just tell: Include a quote or short video from someone already in the team.
- Talk about the team and culture: What’s the energy like? The rhythm? The leadership style? Find three words to encapsulate your culture.
- Make it easy to apply: Clunky systems and excessive requirements will cost you good people. We know that 83% of applicants are put off by long application processes.
- Be responsive: Silence speaks volumes. Keep communication flowing and timely. Respond to everyone. Protect your brand.
The Bottom Line
In a market where candidates are spoilt for choice, you cannot afford to treat recruitment as an admin function. It’s a strategic marketing effort and every element should be designed to engage, attract and excite the people you most want on your team.
Put your process under the microscope. Ask: Would you apply if you were the candidate?
Because people are your biggest asset and recruitment done well is not about ticking a box. It’s about attracting the best to your cause.
Written by:
Jo Brown
General Manager & Partner Executive Search | jo@beaumontpeople.com.au
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