Are you Leveraging Account-Based Marketing for Recruitment like other successful New-Age Recruiters ?

 The efficacy of Account-based marketing or ABM in driving ROI is in cognizance of all. Contemporary B2B marketers are equally considering it to be an innovative successor to the traditional inbound recruitment marketing approach. Basically, the one-to-one approach of ABM in the context of recruiting (ABRM) is taking marketers beyond the age-old favorite strategies - job board postings, PPC, SEM, paid postings, OOH, etc. By leveraging the effectiveness of ABM that is supported by actionable org charts of target accounts businesses are ensuring the highest probability of converting leads to hires. To explain in greater detail-

Candidates of This Age Are Smarter & More Particular.

New-age talents are like savvier business clients. They are more informed and highly recommend recruiters having ‘brand value’ and ‘positive image’ in the market. As per market research reports, “69% would not take a job with a company that had a bad reputation, even if they were unemployed.” “84% would consider leaving their current jobs if offered another role with a company with an excellent corporate reputation.”

In such a scenario, reaching out to the best talent at the right time with an effective approach and converting them into potential resources often becomes frantic with legacy approaches. These valid age-old tactics might ensure a pool of talent at top of the funnel for the recruiters. But can that be enough in this fast-moving digital era? On the other side, the Account-based recruitment marketing model helps a marketer target fewer key accounts with maximum probability to convert into potential hires. The correct ABM approach here would enable the recruitment marketing team to determine the right companies having relevant and required talents and ensure high-quality conversion. Rather, one can leverage the traditional approach with an ABM twist to ensure faster, better, and more fruitful outcomes.

Candidate Responses More to Pull Rather than Push Strategy, Making Actionable Org Chart Supported ABRM the Best-Fit Answer.

The demand for appointing the right talent at the right time might have unfolded several recruitment strategies (Social media posting, PPC, job boards, content marketing and many more). The new entrant ABRM is however counting and combining the right portion of every approach. All these while leveraging the effectiveness of actionable org charts of key accounts. The focus is to build a long-term relationship through a flipped sales funnel. In short, by capitalizing on these actionable org charts in ABRM the recruiter team can smoothly find, attract, engage and nurture the best-fit candidates of the targeted company. All these while raising brand awareness through proper messaging, deciding on the right approach for convincing the right candidate and driving top talents for open positions. So what are the major factors that are opening up the market for ABRM?

1. The Pareto principle is applicable here. Which “asserts that 80% of outcomes (or outputs) result from 20% of all causes (or inputs) for any given event”. Meaning reaching out to fewer accounts for confirmed hires. Thus lesser consumption of time, effort and budget.

2. Allows marketers to reach out to several individuals spanning different business units, instantly and simultaneously. This is highly effective for recruiters from larger organizations, aiming to hire in several departments.

3. Perfect fit for hiring periods i.e., new year, mid-year financial year, etc.

Steps for Executing Account-Based Recruitment-

Determine Key Accounts

To start with, one needs to identify the candidate persona and hence determine the right personalized approach for building the most appropriate talent pool. The journey to which gets easier when one leverages actionable org charts of the targeted company. After all these org charts delivers hireracial overview of the prospect company and compiles crucial actionable insights like-contact details, job role, designation, responsibility, etc. These data points help in speeding up time to hire and time to fill while ensuring better engagement and improved candidate experience.

Determine Hyper-Focused Branding Strategy

Engaging and nurturing the leads through highly personalized content and iterative campaigning happens to be the next step here in ABRM. However, the performance of such campaigns should also be measured and further optimized at every step of the candidate's journey, to ensure success.

Ensure Timely Communication for Relationship Building

Only a single reach out would not be enough for recruiters aiming to drive value with ABRM. Continuous reach outs with the most compelling, focused, authentic and relevant content are of utmost necessity here. In a way, such an approach is an effective measure to cultivate a healthy relationship with the targeted candidate while influencing him/her to switch jobs as and when the job openings are available. Types of content that should be nurtured here are - recruitment email campaigns, career site blogging, networking, etc.

Leverage Data to Ensure Efficient Recruitment

While executing the personalized campaigns recruitment marketers will be loaded with an array of crucial data which should be well consolidated for maximum usage. It can be centralized to prevent losing crucial candidates and their information, data deduplication, etc.

Account-based recruitment marketing is turning out to be one of the best practices for recruiters aiming to stay ahead of the curve while hiring the right talent at the right time. No wonder it is bound to gain more recognition in years to come.

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