Are You Marketing to Candidates or Just Recruitment Posting?

You post a job opening on multiple job boards, share it on LinkedIn, and wait for applications. But the inbox is not filled with applications as expected. When candidates do apply, they don’t quite match the skills you’re looking for. Sound familiar?    

Earlier, recruitment meant posting a job description and hoping for the right candidates. Now it’s more recruitment marketing than just posting. You need to showcase your company’s culture, values, career growth opportunities, and what makes you different. So, the question is no longer “Where should we post this job?” but “How are we marketing our workplace to the people we want to hire?”  

This article talks about the shift from job posting to recruitment marketing.  

Difference Between Recruitment Marketing & Job Posting  

1. Objective & Approach

The Job Posting goal is to fill a specific vacancy as quickly as possible by sharing the job description on platforms like LinkedIn.  

Example: A SaaS company posts an “Account Executive” role with a list of duties and requirements, hoping active job seekers will apply.  

Recruitment Marketing focuses on attracting, engaging, and nurturing talent by promoting employer branding and showcasing why it is a desirable place to work.  

Example: The same SaaS company runs a LinkedIn campaign featuring employee success stories, career growth paths, and culture videos.  

2. Target Audience

Job Posting reaches active job seekers who are already looking for a change.  

Example: A manufacturing firm posts a “Mechanical Engineer” role targeting candidates.  

Recruitment Marketing is for both active and passive talent, building a relationship with the candidates.  

Example: The same firm publishes behind-the-scenes content on LinkedIn about engineering innovation and the company’s vision.   

3. Content & Messaging

Job postings outline responsibilities, qualifications, and the application process. 

Recruitment Marketing talks about the company’s mission, culture, values, and career development opportunities.  

Example: A FinTech brand uses thought leadership articles, workplace photos, and video testimonials to position itself as a leader in innovation.  

4. Impact & ROI

Job Posting delivers short-term results. Once the role is filled, visibility stops.  

Recruitment Marketing creates a sustainable talent pipeline, reducing time-to-hire and cost-per-hire over time.  

Example: A logistics firm that invests in recruitment marketing sees a consistent inflow of qualified applicants.  

Core Principles of Recruitment Marketing  

The following are the core principles for recruitment marketing.  

1. Strong Employer Branding

Your employer branding is shaped by how potential candidates perceive your company and whether they see you as a desirable workplace.   

Example: A cloud solutions provider showcases its innovation culture through LinkedIn stories featuring R&D team breakthroughs and recognition in industry awards. 

2. Targeted Audience Segmentation

Recruitment marketing identifies distinct talent personas, ranging from experienced specialists to fresh graduates, and tailors outreach accordingly.  

Example: An engineering consultancy develops separate content for senior project managers (emphasizing leadership impact) and graduate engineers (highlighting learning opportunities).  

3. Authentic Storytelling

Candidates will trust real stories over polished corporate PR. Sharing authentic employee experiences humanizes your brand.  

Example: A FinTech firm releases a “Day in the Life” video series where employees share their journey, challenges, and growth within the company.  

4. Multi-Channel Engagement

Recruitment marketing thrives when messages reach candidates where they already spend time, be it LinkedIn, niche job boards, or industry webinars.  

Example: A cybersecurity company runs thought leadership webinars and follows up with attendees who show interest in career opportunities. 

5. ROI-Driven Decision Making

Tracking engagement, application conversions, and talent pipeline growth ensures recruitment marketing stays ROI-focused. 

Example: A manufacturing enterprise uses analytics to identify that LinkedIn posts about sustainability initiatives attract more applications.  

6. Nurturing Passive Talent

Recruitment marketing builds relationships over time, so your brand is top-of-mind when they are ready to move. 

Example: A SaaS firm sends quarterly newsletters with product innovation updates and employee spotlights to its talent community.  

Best Practices of Recruitment Marketing  

Below are the best practices for recruitment marketing.  

1. Create Candidate Personas

Build profiles of your ideal candidates, including skills, motivations, and career goals. 

Example: A SaaS company develops different recruitment content for sales executives (highlighting commission potential) and software engineers (highlighting tech stack and innovation opportunities). 

2. Leverage Multi-Channel Outreach

Your message should be visible on LinkedIn, niche job boards, industry events, podcasts, and employee advocacy networks. 

Example: A manufacturing brand shares engineering project videos on LinkedIn, partners with trade associations for webinars, and encourages employees to post about their work culture. 

3. Invest in Content Marketing for Talent

Create content that positions your company as an employer of choice in the form of articles, employee testimonials, behind-the-scenes videos, and thought leadership pieces.  

Example: A FinTech firm publishes monthly “Employee Spotlight” articles on its careers page and reposts them across social channels.  

6. Use Data to Optimize Efforts

Track metrics like candidate engagement, application source effectiveness, and conversion rates to refine your strategy.  

Example: A logistics provider discovers LinkedIn video ads generate more applications than static posts.  

Why You Need a Consistent Message Across Platforms for Recruitment Marketing  

Here’s why consistent messaging is essential.  

1. Builds a Recognizable Employer Brand

Consistency reinforces your employer branding, enabling candidates to recognize your culture and value proposition.  

Example: An IT consulting firm highlights its innovation-driven culture across LinkedIn, its careers page, and Glassdoor reviews, ensuring potential hires see the same narrative.  

2. Reduces Confusion 

Mixed messages across platforms can make candidates question the authenticity of your company’s image. 

Example: A logistics company’s careers page promotes work-life balance, but its Glassdoor page shows no mention of these benefits, making it a red flag.  

3. Supports Candidate Decision-Making

Candidates often do thorough research before applying; a unified message across all channels gives them confidence in their choice. 

Example: A FinTech startup communicates its mission to “simplify enterprise payments” on its careers site, LinkedIn, and industry podcasts.  

4. Amplifies Marketing Efforts

When all channels speak the same language, it makes your recruitment campaigns more effective. 

Example: A SaaS provider launches an employer branding campaign around “Empowering Businesses Through People.” They use the same tagline across job ads, social posts, and Glassdoor.  

5. Enhances Talent Pipeline

Consistency across channels nurtures passive talent who will consider you in the future.  

Example: An engineering firm keeps its sustainability message front and center across all platforms, attracting candidates.  

Conclusion  

If your current hiring strategy is falling short, it’s time to ask yourself: Are we simply broadcasting vacancies, or are we actively marketing our workplace to the talent? Candidates expect more than a list of requirements. They want to see the story, such as your mission, your values, your people, and what makes your workplace different from the rest. Transform your approach from “posting and hoping” to “marketing and attracting.  

Level up your hiring—start marketing to candidates today!