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Employer Branding For Dummies by Lars Schmidt, Richard Mosley

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Chapter 8

Constructing Your Recruitment Marketing Plan

IN THIS CHAPTER

check Sizing up the talent groups you’re targeting

check Identifying the media types your targeted talent groups prefer

check Crafting a marketing plan to meet your recruitment objectives

Recruitment marketing is all about attracting and engaging the type of people you want working for your company and then convincing them to come aboard. To market effectively, you need to know the people you’re trying to attract and engage — whether they’re college students looking for internship opportunities, recent college graduates who have a clear career path in mind, or experienced workers who feel as though they’ve reached a dead end at their current jobs. You need to know their media preferences — whether they prefer to read, watch video, or tap into social media. You need to examine what they want most in exchange for their time, effort, and expertise — money, flex time, creative freedom, the opportunity to make a difference in the world, and so on.

After sizing up your audience, you have what you need to develop a targeted recruitment marketing plan that defines your objectives, aligns media preferences with your targeted talent groups, ...

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