Bridging the Gap: Why Recruiters Should Embrace Marketing’s Connection with Clients & Candidates

April 9, 2024

As a recruitment marketer, one of the most valuable aspects of our job is the opportunity to engage directly with (in our case) our clients’ clients and candidates or in the case of an in-house marketer, the company’s clients and candidates. These interactions provide us with invaluable insights into the real-world needs, preferences, and challenges faced by the people we aim to serve. However, some recruiters may feel hesitant about allowing marketing to interact with “their” clients and “their” candidates. In this post, we’ll explore why this mindset can be detrimental and how fostering a close relationship between marketing and the end-users can benefit everyone involved.

The Power of Knowing Your Audience
Imagine if Nestle’s marketing team had no idea who their target consumers were, or if BMW’s marketers were unaware of what drivers wanted from their vehicles. It would be a recipe for disaster. The same principle applies to recruitment marketing. Without a deep understanding of the clients and candidates we aim to attract and retain, our efforts would be misguided and ineffective.

When marketing has the opportunity to interact directly with clients and candidates, we gain valuable insights that inform our strategies and help us create more targeted, impactful campaigns. We can learn about their pain points, aspirations, and what they look for in a recruitment partner. This knowledge allows us to craft messaging that resonates, develop services that meet their needs, and ultimately, drive better results for our clients.

Collaboration, Not Competition
Some recruiters may view marketing’s involvement with clients and candidates as a form of competition, fearing that it could jeopardise their relationships. However, this couldn’t be further from the truth. When marketing and recruitment work together, it creates a synergy that benefits everyone involved.

By collaborating with marketing, recruiters can gain access to a wealth of insights and resources that can help them better serve their clients and candidates. Marketing can provide valuable data on market trends, competitor analysis, and candidate preferences, which can inform recruiters’ strategies and help them stay ahead of the curve.

In turn, recruiters can share their frontline experiences and insights with marketing, helping to ensure that our campaigns and initiatives are grounded in reality and aligned with the needs of our target audience.

Keeping It Real
At the end of the day, our success as recruitment marketers hinges on our ability to connect with clients and candidates in a way that is authentic, relevant, and valuable. By keeping marketing at arm’s length from these key stakeholders, we risk losing touch with the very people we aim to serve.

When we have the opportunity to engage with clients and candidates directly, we can gather real-world feedback, hear their stories, and gain a deeper understanding of what matters most to them. This knowledge is invaluable in shaping our marketing strategies and ensuring that we’re always striving to meet the evolving needs of our audience.

In Nestle’s case, their marketing team’s deep understanding of consumer preferences has allowed them to create products and campaigns that resonate with their target audience, driving brand loyalty and sales. Similarly, BMW’s marketers’ intimate knowledge of their drivers’ desires and needs has helped them develop vehicles and experiences that keep customers coming back for more.

As recruitment marketers, we should strive for the same level of customer-centricity. By staying close to clients and candidates, we can ensure that our efforts are always grounded in reality and focused on delivering real value.

In today’s competitive recruitment landscape, the organisations that succeed will be those that prioritise collaboration, customer-centricity, and a deep understanding of their target audience. By embracing marketing’s connection with clients and candidates, recruiters can tap into a wealth of insights and resources that can help them better serve their stakeholders and drive long-term success.

So, let’s break down the barriers and work together to keep our efforts real, relevant, and impactful. By fostering a close relationship between marketing, clients, and candidates, we can create a virtuous cycle of insight, innovation, and growth that benefits everyone involved.