If you thought recruitment marketing was just a passing trend, you might want to think again. Companies are restructuring their talent acquisition functions and investing in technology to improve the way they attract, nurture and engage talent. A recruitment marketing platform handles everything on the front end of recruitment or to put it bluntly, everything your ATS does not do. It involves all the activities that connect a brand to the right person at the right time and with the right communication and messaging. It has become a recognized category in talent acquisition technology- one that is responsible for improving the candidate experience, quality of hires, and overall recruitment efficiency.

If you don’t believe me, you might want to take a look at SmashFly, a leading recruitment marketing platform that raised $22 million in Series B funding today led by Bessemer Venture Partners (an investor in Cornerstone OnDemand and LinkedIn). This company is the real deal. Not only have they gained recognition as a leading talent acquisition provider but they have also had tremendous success by tripling the number of net new customers (mid-market and enterprise) in 2015.

Recruitment marketing matters and below are a few reasons why:

  • The 2016 Candidate: Today’s candidates are smarter about what they want and what to look for in a future employer. And they need to be engaged early. Candidates are diving deeper into career sites, social media and sites like Glassdoor to get a clear picture of an organization before making a connection. In fact, according to the 2015 CandE Research Report, 76% of candidates surveyed conduct their own research and due diligence in their job search.
  • The Talent Acquisition Trifecta: At a basic level, the recruitment technology market is powered by three major systems: A Recruitment Marketing Platform, An Applicant Tracking System and an Onboarding System. Companies need solutions to help attract and engage talent, move candidates through the recruitment process and onboard new hires. Recruitment marketing is a critical part of this journey.
  • The Modern Recruiter: Marketing departments spend energy and resources trying to understand their buyer. They identify, nurture and engage buyers in a way that builds a long-term relationship. Why wouldn’t recruiting do the same for candidates? Furthermore, most organizations invest in technology to understand and engage the behaviors, motivators, challenges and preferences of buyers. Why wouldn’t recruiters want this same technology to support how they interact with candidates? A recruitment marketing platform takes talent acquisition to the next level by allowing companies to better understand and target talent while strengthening their brand.

Congratulations to SmashFly on this exciting announcement! As we launch our latest survey, we would love to hear what you think about talent acquisition and the recruitment marketing space.