HRO Today April 2018 - 44

Talent Acquisition
CLOSING THE
New research shows that even with the proven
benefits of recruitment marketing, adoption
rates are slow.
By Elyse Mayer
The speed of business has accelerated significantly, and
it feels like the rate of change in talent acquisition is
moving even faster. People, processes, and technologies
are in constant flux. In the past few years, talent
acquisition has moved closer to a function of marketing
for talent, or recruitment marketing. Organizations
are currently in a quest to deliver creative, experiencedriven
strategies to differentiate themselves by their
brands and cultures, not merely by their inventory of
jobs.
Likewise, talent acquisition teams have also progressed,
requiring new skills to support new ways of recruiting.
Sourcers and recruiters need to be experience- and
metric-driven, with the skills and knowledge to
personalize messaging by candidate preference; create
talent personas and pipelines; and craft and execute
social media and email marketing campaigns.
Recruiting teams have evolved their approaches to
attracting qualified talent to a high-touch, omnichannel
experience that is more intelligent, more
efficient, and more insightful. This has caused the
market for specific technologies to expand, including
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HRO TODAY MAGAZINE
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APRIL 2018
candidate relationship management (CRM) systems,
event management automation, and tools powered by
artificial intelligence. Industry researchers at Aptitude
Research Partners expect that investments in talent
acquisition technology will increase from $400 million to
$2 billion in the next five years.
The question is: If this is the way the industry has been
trending, how far has talent acquisition truly evolved in
practice?
Data from Fortune 500 Shows Growth in Recruitment
Marketing
Recruitment marketing adoption among top U.S.
companies has progressed in the last three years, but
with all the change in trends, technology, and talent,
there still is a vast amount of opportunity to transform
the standard. SmashFly's 2017 Recruitment Marketing
Benchmarks Report analyzed how the Fortune 500 has
embraced key recruitment marketing practices since
2015.
Some of the top findings include:
GAP

HRO Today April 2018

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