8 recruitment campaign tips to attract new employees

By Indeed Editorial Team

Published 4 December 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Recruitment is a process that all organisations conduct to either replace outgoing staff or actively seek employees for new positions. Employers looking for highly skilled and qualified candidates to apply for jobs can create a campaign targeting a specific skill set. Understanding the work that goes into a recruitment drive can increase your chances of identifying and selecting the most qualified candidates to fill a position. In this article, we define what a recruitment campaign is and give eight recruitment campaign tips on creating a successful recruitment drive.

Related: 8 best tools for recruiting: examples and benefits

What is a recruitment campaign?

A recruitment campaign is a strategy organisations use to encourage new employees to join a company. It works similarly to a marketing campaign and helps companies differentiate themselves from competitors and attract the right kind of audience for their business. Recruiters create effective methods that appeal to active and passive candidates.

Active candidates are openly looking for alternative employment, whereas passive candidates are those not seeking a new role but who take an interest upon seeing your advert. The recruiter makes the campaign appealing to both types of candidates, potentially giving them a high calibre of applicants to select from. You can measure the recruitment campaign's success by the number of active and passive applicants, the quality of the candidates and the cost per hire.

Related: What does a recruitment coordinator do? (Duties and skills)

8 recruitment campaign tips to attract new employees

Here are eight recruitment campaign tips in easy steps to help you create a good recruitment drive and enhance an organisation's chances of attracting quality candidates to the roles on offer:

1. Identify your requirements

The first step is deciding on your campaign's requirements. Decide on the roles you want to promote and the type of candidates you hope to attract. It's also an opportunity to analyse what is working and identify improvement areas. You may also consider recruiting for a specific skill or quality that can enhance a particular position. Completing this before advertising the roles helps you to set attainable goals and determine your strategy.

Related: 11 recruitment manager responsibilities (with requirements)

2. Set your recruitment goals

Once you know the type of candidate for each role, you can determine your recruitment goals. These goals may be set according to the organisational requirements and vary between positions. You may want to recruit for several similar roles, such as contact centre staff, and hiring a set number of people may be necessary within a certain timeframe. Setting SMART goals can help you identify and achieve this. Here's an example of how to develop a SMART goal for recruiting a team of five contact centre employees by the end of the second quarter:

  • Specific: This indicates what you specifically want to achieve from the recruitment campaign. In this case, it's to recruit five qualified and experienced candidates.

  • Measurable: You want to be able to measure the goal's success. In this example, you can easily calculate success depending on whether you meet the target of five recruits.

  • Achievable: The goal ought to be achievable. In this case, the goal is attainable by making the job appealing enough to attract many candidates.

  • Relevant: The goal has to be relevant to the task. The goal in this example is to attract a high number of candidates based on the current market size and is, therefore, appropriate for the business.

  • Time-based: Give the goal a specified timescale. In this case, you want to recruit by the end of the second quarter.

Related: How to develop SMART goals (with examples)

3. Determine your target audience

Once you've identified all the SMART goal elements, you can begin identifying the audience you want to target. To achieve this, build a candidate persona that helps determine the type of candidate you want your campaign to reach. Personas help narrow the target audience, allowing you to tailor the job description based on the created persona.

Creating a candidate persona allows you to:

  • identify the skills, experience and qualifications of the ideal candidate for the role

  • understand which platforms to use when targeting candidates

  • produce specific content to use during the campaign

4. Develop attractive content

Once you've identified the candidate to attract, you can begin writing content that appeals to potential employees. You can develop the job advert, job description and person specification from the candidate persona. Each of the three documents helps encourage the ideal calibre of candidates to apply for the role. They contain the necessary information to allow a candidate to decide whether to apply for the job. This information includes:

  • Job advert: The job advert contains a mixture of information about the company and brief details about the role and preferred candidate. The advert includes salary details, annual leave, work hours, bonuses and other benefits that make the company an attractive option.

  • Job description: This document details the job's role and duties and outlines what the successful candidate can expect to be doing daily. It can also provide information on the company reporting structure so candidates can see precisely where they fit in.

  • Person specification: The person specification highlights the key and desirable skills, experience and qualifications the company is looking for in an employee. Candidates can then show how they meet all the key criteria and as many of the desired criteria as possible.

Using the written form is one way of engaging potential candidates. It may also be worth considering other content forms that can give potential employees an insight into life within the organisation. Podcasts, videos and website content can provide valuable information to candidates that keep them engaged and encourage them to apply. This can include quotes from existing employees in similar roles that reinforce your message.

Related: How to write a job description template

5. Select your desired platform

Before posting your ads, take some time and examine which platforms you want to use. This can be another use of the candidate persona, as it can identify which platforms your ideal candidate is likely to use. Consider the most effective social media platforms popular with your target candidate and the media you intend to use to promote the company and the role on offer. This can potentially return a good advert engagement rate and generate interest in the role.

Related: 7 ways to use social media for recruitment (with tips)

6. Place your adverts

Once you've decided on the advertising platforms and identified the media to use, it's time to place your adverts. Be clear on your campaign's budget and note your spending on each platform, as this information is necessary when measuring the results. You can limit the application numbers and close any job advert once you reach that number.

7. Treat all applicants like they're customers

The objective is to attract the best talent to the organisation you represent, and one way to do that is to treat all applicants like customers. How you treat potential employees during a recruitment campaign can directly affect your employer's reputation. As much as you want candidates to impress you, they also want to know if they'd like to work for the company. Securing a high-quality candidate involves attracting a candidate with good experience that reflects well on the organisation and its brand.

8. Measure the results

The final step is to measure your recruitment campaign's success, and recruiters use various methods and metrics to conduct the assessment. A successful campaign doesn't just rely on hiring the correct number of people for the roles on offer but involves the entire process from the campaign's start date to the employee's first day. Measuring the results allows you to identify any issues you encountered during the campaign so you can address them in the future.

Related: What is a recruiting report? (Plus how to create one)

Additional considerations to enhance your campaign

Other considerations can help enhance your recruitment campaign. Some of these are:

  • Conduct market research. Organisations know the current market rate for new employees. Employers can attract more applicants if the salary and benefits meet or exceed the market rate.

  • Advertise the salary. Where possible, ensure the salary is evident within the job advert and description. Candidates are more likely to apply for roles within organisations that advertise the salary, as they can assess it against their current earnings.

  • Maintain effective communication. Maintaining communication with candidates is important to keep the new employee happy. Ensure the prompt delivery of offer letters and contracts and bring any issues or delays with references to the candidate's attention before they submit their notice.

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