Recruitment marketing borrows methods from consumer marketing and applies them to job seekers. It covers targeted job ads, social posts, employee stories, email campaigns to past applicants and careers pages built around what the role is really like. Success is measured with familiar metrics, such as cost per application, click-through rate and the share of applicants who turn out to be qualified, not just the raw number who apply.
More applicants is not always better. A campaign that pulls in thousands of poorly matched applications creates screening work without improving the shortlist. Good recruitment marketing is honest about pay, hours and expectations, so people can rule themselves in or out early, and it is tracked through to hire, so budget follows the channels that bring in people who succeed in the role.