Check out your career page. Even though it may tell your company’s unique mission, vision, and values there’s probably something missing. Sure, it’s important that candidates learn about what life is like at your company – including the benefits, like free weekly yoga classes. But is each job description really tailored to a specific role? 

By not segmenting your recruitment strategies to various candidate groups you may be wasting precious time and treasure by attracting people who aren’t suitable for those open positions you’re looking to fill asap. The costs of a bad hire to your company are steep: skyrocketing turnover, plummeting morale, non-existent collaboration between teammates, and reduced productivity – just to name but a few. A CareerBuilder survey found that 41% of companies lose at least $25,000 because of a single bad hire. In the same study, 25% of companies placed the cost of a bad at $50,000 or higher.

Want to attract the perfect candidate? It’s time to get personal

Fortunately, your marketing gurus have the knowledge and experience you need to streamline your recruitment process. This is because marketing professionals know all too well that a one-size-fits-all approach doesn’t work. A major reason that  65% to 75% of new products fail is that they don’t understand what their target customers really want.

To attract new customers marketing professionals have come to grasp the importance of personalization. When 59% of consumers say that personalization has a great impact on their purchase decisions, you better listen.

Segment based on what? Creating a perfect persona

A good way to kick off your talent segmentation process is to map out a set of characteristics that you’d like to see in your ideal new team member, as specified by role. If you’re not sure how to proceed, your marketing team has got your back. Personas are a tool that have been recently used by marketing in highly effective customer experience programs.

To create a useful persona, you’ll want to begin with the basics: job title, gender, marital status, and level of education. Then, you’ll want to refine your creation, gathering data by conducting surveys and interviews with current team members. The more you learn about your talents’ hobbies, goals, challenges, and interests the more likely you are to generate an accurate persona. 

Again, it makes good sense to work closely with your marketing team to decide exactly which categories to use, how to weigh them, and how they should relate to one another. The end result should be a persona that comes to life…

Welcome to the world of recruitment marketing

Once you have your personas, you can produce targeted messaging for each candidate. The growing connection between HR and marketing has led to the development of a whole new field, recruitment marketing, that makes this up close and personal approach possible. And today’s most effective HR teams are tapping into their marketing colleagues’ unique knowledge of the latest technological solutions to communicate and engage with potential new hires.

Built around the concept of personalization, there are recruitment marketing automation software programs on the market that empower HR teams to connect with candidates who fall within specific talent pools, and then share specific messages with these potential new hires. 

Recruitment marketing software takes a page out of your marketing team’s customer relationship management (CRM) platform, a data-based approach towards managing your company’s interactions with current and potential customers. Such marketing software uses data analysis about customers’ history with a company to improve business relationships with customers and drive sales growth.

Optimize recruitment with a little help from your marketing friends

In conclusion, more and more companies today are going global with their operations. This has created a new set of recruitment challenges for HR, including rapidly growing workforces from a wide variety of cultures. Talent segmentation is the key to help your HR team gain a deeper understanding of the critical connections between your company’s long term goals, the needs of current team members, and the demands of a hyper-competitive job market. Done right, with advice and support from your marketing team, talent segmentation can empower your team to optimize recruitment. Bad hires? Be gone.


from Stephanie Stevens

Stephanie is Content Marketer at Hibob. She has a background in Clinical Psychology and Crisis Management, and enjoys abstract painting and watching horror films in her spare time. She believes that people can connect with themselves, their peers, and the world around them through creative writing, helping them foster a deeper sense of self and their life goals in the process.