Brandon Hall Group's Perspective: The Positive Impact – and Missed Opportunities – of Recruitment Marketing

Share Article

Most corporations improve key talent acquisition and organizational metrics through recruitment marketing, but only the 10% of companies operating at the highest levels are realizing the full benefits.

Recruitment Marketing

Recruitment Marketing

Recruitment marketing improves talent acquisition metrics, such as time-to-hire, candidate quality, and new hire retention, and positively impacts organizational metrics such as revenue, customer satisfaction and customer retention.

Brandon Hall Group, the leading independent Human Capital Management research and analyst firm, released findings of its 2017 recruitment marketing research, which shows a dramatic impact on key metrics, and even greater opportunity.

“Recruitment marketing improves talent acquisition metrics, such as time-to-hire, candidate quality, and new hire retention, and positively impacts organizational metrics such as revenue, customer satisfaction and customer retention,” said Brandon Hall Group CEO Mike Cooke. “Yet, we are finding that only 10% of organizations have an optimized recruitment marketing practice when they are placed on our maturity model.”

Recruitment marketing includes all activities, strategies, and technologies aimed at building and maintaining employer brand, extending the reach and exposure of career opportunities, building and nurturing candidate relationships, and all management of messaging and advertising of talent acquisition efforts.

Positive Impact from recruitment marketing:

  •     76% see improvement in candidate quality
  •     76% see improvement in new hire engagement
  •     63% see improvement in new hire retention
  •     61% see reduction in time-to-hire

This data comes from the 2017 Recruitment Marketing Survey of HR, talent acquisition, talent management, technology, and business leaders and practitioners. There were 273 total respondents. Responses represent organizations headquartered in 25 different countries across a wide variety of industries.

“Many organizations are looking to others outside of HR/recruitment with marketing skills, outsourcing, or want to hire someone with those skills” said Daria Friedman, Brandon Hall Group’s principal talent acquisition analyst, who conducted the research. “However, there does seems to be a transition going on where recruiters are transforming themselves into brand marketers, learning how to use the new technologies, and incorporating them in their recruitment marketing practices.”


  • 80% of organizations are still developing their recruitment marketing practice or have one in place but are still evolving with their functionalities and automation. The research shows that many organizations – even those at the two highest levels on the maturity curve – could benefit from technologies such as hiring manager mobile apps, social recruiting solutions, CRM, and candidate experience portals.
  • The survey shows that many organizations can most benefit from a greater focus on candidate experience, diversity and inclusion, and source-to-hire analytics.
  • HR teams are getting good results from recruitment marketing even though about half lack a full set of skills. Even a modest investment in training HR teams in recruitment marketing could trigger outsized benefits.

All the survey responses are available in DataNow™, Brandon Hall Group’s online research tool, where responses can be filtered by company size, revenue and geography.

About Brandon Hall Group:
Brandon Hall Group is a HCM research and advisory services firm that provides insights around key performance areas, including Learning and Development, Talent Management, Leadership Development, Talent Acquisition and HR/Workforce Management.

With more than 10,000 clients globally and 20 years of delivering world-class research and advisory services, Brandon Hall Group is focused on developing research that drives performance in emerging and large organizations, and provides strategic insights for executives and practitioners responsible for growth and business results.

At the core of our offerings is a Membership Program that combines research, benchmarking and unlimited access to data and analysts. The Membership Program offers insights and best practices to enable executives and practitioners to make the right decisions about people, processes, and systems, coalesced with analyst advisory services which aim to put the research into action in a way that is practical and efficient.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Mike Cooke
Follow us on
Visit website