Using Marketing principles to recruit your staff


People are at the heart of any business. Getting the recruitment process right is key to attracting, hiring and retaining the right people. Using simple marketing principles will assist you in targeting the right people with the right offering, through the right channels and ensure you are selling your business and the opportunity to work for you in the most effective way.

Before you get started on the process, you need to understand – What it is that you are trying to achieve. Business growth in a particular area, fill a gap from an employee leaving, expand a part of the business. You must understand what you are trying to achieve and how this recruitment will help you move closer to achieving your goal.

Principles of any Marketing/Recruitment plan:

  1.  Product/Service – Definition –Describe your business in simple and easy-to-understand terms. What is unique about your organisation? What is it that makes your business different? What do you want potential employees to know about your company, to buy into and be part of?
  2.  Target audience – Who is your target audience? Spend time to understand the characteristics, skills and experience you are looking for. Where will you find them? Where will they be looking for their next job? Identify the right channels to target your audience.
  3.  Goals & Objectives – What are you going to achieve and by when? When will you review the applicants? When will you interview? How and when will you put enough time aside to review effectively?
  4.  Identify the competition – Who else will be targeting your ideal candidates? How can you differentiate your organisation? What will they be looking for from an employer? Is it a high salary, flexible working, technology? Ensure that you appeal to their aspirations.
  5.  Pricing – Research the salary and benefits package you are offering. Make sure you review the types of benefits you can offer, which will be of value to employees. Be smart about this, they could be easy to fulfill, worth a lot to a potential employee and may not cost you the earth to implement. Examples might be: offering flexible working hours, the ability to work from home or reduced hours. Each of these could have a positive impact on your business beyond this recruit.
  6.  Establish a budget – How much do you have to spend on your recruitment? In many cases the cheapest option on the face of it, may take up a great deal of your time, which has an ultimate cost to the business.
  7.  Look at Channels of Distribution – Consider the different options available to reach your target candidate. Jobs boards, Newspapers, Social Media, Recruitment Agents. Consider the cost v benefits of each option. Constantly review what you have done before, how successful it was and how the process could be improved.
  8.  Set timing for each step – Ensure time is set aside for each step of the recruitment process.
  9.  Get accountability – who is going to be involved in the process? Ensure appropriate time is put aside to get the process right.

Many of our clients have struggled to manage their recruitment process in an effective way, which has proved costly both in terms of time and money. Working with a specialist and dedicated service provider can help you to get this right.

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