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6 Reasons Why Recruitment Marketing Is a Must for Small Employers


Recruiting is a vital aspect of companies both big and small. Hiring top talent is a goal that all businesses have in common, but one that has gotten increasingly more difficult in recent years.

As large organizations have increased spending to attract today’s candidates, smaller employers have had to try their best to compete with significantly less available resources.

While this can seem like an impossible task, small businesses and their owners can boost their talent acquisition efforts by embracing recruitment marketing strategies.

Why should you focus on recruitment marketing efforts you may ask? Let’s talk about 6 reasons why it is a must for small employers today!


Social media has become a significant aspect of our everyday lives. Even in its infancy, savvy recruiters realized the potential social media presented to recruiting and talent acquisition.

Fast forward to 2018, and just about all large companies have their own dedicated social media channels just for recruiting.

While smaller businesses don’t necessarily need to go this route, incorporating social media into recruiting and business strategies is a must today.

Beside the fact that it plays a major role in employer branding (more on this shortly), today’s candidates expect to find businesses and employers on social media when conducting their own research during the job search process.

Using social media to build and grow an audience, engage with them in real-time, and build a brand is essential to recruiting in 2018 and beyond. Smaller employers need to embrace these platforms (Twitter, LinkedIn, Instagram, YouTube, etc.) to maximize recruiting efforts.


The main purpose of recruitment marketing is to help build an employer brand. The value of branding has been known by marketing for years, and it was only a matter of time before it became a necessity in recruiting, too.

This important recruiting trend has grown so much in recent years that many larger organizations now have “Employer Brand Managers” and other similar positions who are solely dedicated to enhancing the company’s image to job seekers.

Additionally, many companies both big and small have strived to build “brand ambassadors” amongst current employees to help build their culture and boost recruiting.

Embracing social media, creating and sharing valuable content (which we discuss later in this post), focusing on company culture, and improving current recruiting practices will all help to build a positive employer brand that will help to attract the best job seekers.


Part of the reason why recruiting in 2018 is harder than any other time in recent years is because of the current talent shortage.

A recent report from Fundstrat Global Advisors found that the US faces a shortage of 8.2 million workers from 2017 to 2027.

The talent shortage has led to a shift in power during the recruiting process from the employer to the candidate. This means that higher wages and better benefits are often needed to get the ideal candidate to accept an offer.

Recruitment marketing efforts (such as employer branding) can help smaller companies better compete with larger organizations when it comes to top talent.

Smaller employers shouldn’t hesitate to market their awesome perks, compensation, and company culture to entice job seekers to ultimately apply to an open position.


All marketing teams today are challenged with creating high-quality, original content that helps drive lead generation and boost sales. This challenge has, in recent years, found its way over to recruiting as the war for talent has picked up.

Now, recruiting teams have had to enter the content creation world in order to get candidates to engage and ultimately apply to positions.

Partnering with marketing is usually the route smaller companies take to address this important initiative, who can help with the necessary creative aspects that come with high-quality content.

Things like employee spotlights, behind-the-scenes videos and pictures, blog posts written by employees, and company event highlights are all great sources of content that candidates look for to get an idea of what working at your organization would be like.


For years, recruiters and talent acquisition teams could focus their attention almost exclusively on active job seekers – those candidates who are looking for a new position and applying to open requisitions.

Today, however, the most sought-after candidates are passive job seekers. These are candidates who are currently employed, aren’t looking for and applying to new positions, and are generally found by recruiters.

Recruiting this type of candidate requires much different strategies than when looking to attract an active candidate. Not only do recruiters have to sell the candidate on the role, they ALSO have to sell the company.

Recruitment marketing plays a critical role in reaching passive job seekers and convincing them to either eventually apply for a job, or become familiar enough with your employer and company brand to entertain the idea of changing employers.


The last decade has seen a drastic shift in recruiting technology along with candidate expectations when it comes to interacting with things like career sites and applicant tracking systems (ATS).

Today, even smaller organizations have access to recruitment technology that has been designed specifically for SMBs.

These tools can help to automate certain aspects of recruiting, and make some tasks much less time consuming for recruiters or small business owners.

However, there are also ways for smaller employers to gain access to the same recruiting tools as large organizations. Doing so can help streamline recruiting, and help improve aspects of the candidate experience.


Incorporating marketing strategies and tactics into recruiting can seem like a daunting task for smaller employers, but with patience it can be a major boost to recruiting efforts.

Starting out small is often the best approach when looking to start recruitment marketing, and then continue to build upon strategies over time.

Recruiting is only going to get more difficult over the next decade, and smaller employers will need to embrace these types of talent acquisition initiatives in order to compete for top talent.

Want to learn more about PEOs? Check out our eBook, How Well Do You Know PEO? This eBook provides an overview of the PEO industry as well as helpful information for brokers and employers!

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