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The Top 5 Recruitment Marketing Trends in 2022

BY Julie Calli / December 27th, 2022 / 5 MIN READ

This year has brought unprecedented changes to the recruitment marketing world. New developments have impacted recruitment marketers, hiring managers and companies alike. Let’s take a look at these seismic and lasting transformations and how they’ll affect the industry going forward.

1. TikTok for Recruitment Marketing

TikTok is a well-known social media platform that gained traction quickly and more consumers are flocking to join the platform. It has expanded to include many different types of content, ranging from how-to videos and skin care tips to personal finance and career advice.

Increasingly, recruitment marketers have found success with TikTok. The easy-to-use platform allows HR professionals to engage with prospective applicants through videos and storytelling, making it easy to communicate the unique benefits that an employer has to offer. 

It’s also extremely easy to build a following on TikTok. The use of hashtags allows users to follow topics that they’re interested in and companies can apply specific hashtags to attract candidates who are likely to align with the organization’s values or culture.

Once your company has built a following, you can easily interact with your followers through comments and replies. You can also use polls, quizzes and other activities to generate more buzz about your organization and open positions. 

The typical audience of TikTok ranges from the ages of 18 to 35 and provides a platform that resonates with the younger workforce. 

2. Video for Recruiting

Video is everywhere these days — on social media, through streaming services and on YouTube. People enjoy watching short- and long-form videos that add a human element that print simply can’t replicate. In fact, members of Generation Z spend an average of 3.5 hours watching videos each day

The video format makes it possible to communicate with potential applicants quickly. Instead of spending several minutes reading long paragraphs, an applicant can watch a video to grasp information quickly. 

You can use video to describe the workplace and employees and even film them in action. You can show off your company’s office and products or use a video to talk about the culture or working environment. 

While the written word can convey a lot of information, in some instances, it can be misinterpreted. Video takes away any confusion and allows organizations to emphasize crucial details.

Many companies use video in job postings or when initially communicating information to prospective candidates. 

For instance, a hiring manager for an accounting position could describe the work the individual will perform and the skills necessary to handle the job. They can use video to show the office setting and introduce applicants to a few of the colleagues they may work with.

Video is also a fantastic way to onboard new hires. Human resource managers can use video to guide new employees through setting up their online workspaces and accounts or signing up for benefits. 

Premium video equipment is typically expensive, but you can lower your costs by finding an online platform that can help you create and edit your own content. 

3. Pay Transparency

Pay transparency is having a moment, and it doesn’t appear to be going away anytime soon. Companies are beginning to share the salaries they offer their employees rather than keeping the information confidential.

Being forthright about salaries has significant benefits. Among the top benefits includes attracting qualified talent. When applicants know the open position’s salary, they’re more likely to put their best foot forward when applying for a job, especially if the role offers significant compensation.

Pay transparency can also improve worker happiness. Many employees worry about how their compensation stacks up against that of their peers. When information concerning pay is clear, it erodes concerns about pay inequality. It also conveys what employees can expect to earn as they gain experience or further their education.

Generation Z is leading the charge when it comes to pay transparency. Since they have largely grown up with social media and are comfortable posting regular information about their lives and experiences, they expect the workplace to be just as transparent. Companies can adjust to their expectations by making pay information clearly available.

Multiple companies have adopted pay transparency as a regular practice. Whole Foods was the first; in 1986, the company began publishing the salaries and wage details for all of its positions, from retail clerks to the CEO. Technology companies like Buffer and SumAll have taken similar stances.

4. Changes to Indeed’s Pricing Model

Indeed is known as the world’s largest job search engine. It regularly posts open jobs for companies based all over the world, and applicants can search for positions that fit their skill sets and backgrounds. 

Under the current Indeed pricing model, companies pay money whenever someone clicks on an open job, regardless of whether they apply for the position or not. 

In 2023, that model will change completely. Instead of charging organizations based on pay-per-click (PPC), companies only incur expenses when a candidate starts or finishes an application for the position.

The new model stands to benefit organizations that don’t want to pay for clicks that don’t result in any action from a candidate. They’ll only incur charges when qualified applicants start the application process.

While Indeed’s new pricing model can cut costs on unwanted clicks, employers may find they pay a bit more for the applications they receive. Prices will vary depending on the position’s location, the number of current job seekers and the title of the role. 

However, companies will be able to limit their spending by setting parameters for each job posting. 

5. Job Descriptions That Leverage Employer Branding

Another aspect of recruitment marketing that has seen significant changes? Job descriptions. In the past, companies utilized job descriptions to describe an open role’s duties and responsibilities alongside the applicant’s expected skills and education. 

Today, job descriptions have evolved to convey the benefits of a position to potential applicants. In a time where competition for qualified talent has become much tougher, organizations are vying to attract skilled employees. They do so through employer branding. 

Employer branding involves communicating what makes an organization unique. For instance, the company may offer remote work or flexible working arrangements, or it might prioritize diversity and inclusion.

When employers beef up their job descriptions to include information about the workplace and the environment, applicants learn what it would be like to work there.

The focus isn’t solely on the work an applicant is capable of performing; instead, it communicates what the applicant can expect when they join the organization.

Details about the workplace dispel any misunderstandings the applicant may have about joining the organization. If the applicant fully understands what to expect, they’re more likely to stay with the company over the long term. 

Recruitment Marketing Is Ever-Evolving

Changes in how we handle talent acquisition and employee hiring will continue to happen in future years. Nothing is static; new innovations in technology and marketing are constantly occurring. We look forward to seeing the evolution of recruitment marketing into 2023 and the wave of developments to come. 

Remember to follow Recruitment Marketing as we report on the latest happenings in the industry! We stay on top of the most recent trends to help HR professionals, senior leaders and recruitment marketers in their hiring processes.

Julie Calli is President of RecruitmentMarketing.com, a resource for talent acquisition and recruitment marketing professionals. She has managed over a billion dollars in recruitment media advertising and developed recruitment marketing strategies for over 200+ companies including employers, staffing companies, marketplaces and job boards that has resulted in millions of people connecting with companies for new jobs. She is well known in the industry as a pioneer and founding innovator of job programmatic advertising technology, and for her continued passion in driving meaningful change to the human experience of recruitment as it evolves in a digital era.

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