Recruitment Marketing in 2019 Goes Way Beyond Recruitment

By on May 14, 2019

The state of recruitment marketing in 2019 goes way beyond recruitment — we could talk about all of the ways that recruitment marketing has become integrated and how your employer brand is activated across your career website, social media channels and media strategies. But in 2019 I challenge talent acquisition professionals to take a step back and look at the bigger picture; the entire employee life cycle.

The life cycle includes attraction, recruitment, onboarding, development, retention and transition. If you aren’t looking at the entire employee life cycle then you are likely neglecting to engage your employees throughout their tenure and beyond. In the recruitment marketing industry, we focus so much of our time on attraction, recruitment and even the onboarding stage, but we often stop there.

We need to start looking at things more holistically and developing an engagement program that hits every single phase of the employee lifecycle. But in order to do that we have to overcome some common obstacles:

  • Problem: Different departments handle different phases of the life cycle. For example, HR might handle the onboarding phase and then pass off to internal communications to handle the remainder of the phases. Or in some cases, onboarding might be left up to the hiring manager. This can lead to a disjointed program.
    Solution: Learn who handles each phase at your organization and create a committee to help align your employee engagement program throughout the life cycle.
  • Problem: Entire phases are neglected completely. For example, you might find that the transition phase is being completely ignored, even though it is just as important as onboarding.
    Solution: Find out if anyone is currently responsible for the neglected phase(s). if no one is, determine who this should be assigned to.
  • Problem: There isn’t one unified PROGRAM for the employee life cycle. You’ve seen an onboarding schedule template, a wellness program and you know that there is an alumni network. But you also know that there is a lot more you should and could be doing for employee engagement.
    Solution: Conduct an audit of your organization to find out how you are doing with employee engagement initiatives across the life cycle. Need help getting started? Download our employee engagement scorecard here.
  • Problem: No one person or department has ownership.
    Solution: Ownership of the employee lifecycle will help ensure consistency. This doesn’t mean that one person is fully responsible. The tasks and phases can be distributed, but one person should be responsible for ensuring a consistent and comprehensive employee engagement program.
  • Problem: Messaging is inconsistent. Due to some of the problems above, the messages you’re putting out are disjointed and confusing to employees.
    Solution: Assign someone to write all materials related to the employee lifecycle, or at the very least have a proofing team who is familiar with the goal and style these materials should capture.

According to Gallup, only 34% of US employees are engaged, and actively disengaged employees cost US companies between $450 – $550 billion in lost productivity per year. Looking at your employee engagement program holistically throughout the employee life cycle is the best way to get started on building employee engagement.

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