Recruitment Communication: How to Attract the Best Talent?

In a market where posting a simple attractive job offer is no longer enough to attract the best talent, recruitment communication brings together the actions that allow you to capture candidates' attention, make them want to apply, and convince them to join your company. Comprehensive, it aims to promote job offers, enhance the employer brand, and optimize the candidate experience, for more effective recruitment.

Discover how to implement and optimize your recruitment communication strategy with JobAffinity:

Recruitment communication in summary

Recruitment communication is a set of actions aimed at ensuring the company's attractiveness and optimizing the recruitment process to attract and recruit the most qualified talent. Several elements must be taken into account in recruitment communication:

• Definition of a strong employer brand: identify the values, culture, and differentiating advantages of the company to seduce talent.
• Targeting and attraction of the right profiles: adapt communication according to the candidates sought and use relevant distribution channels.
• Care taken in drafting job offers: make announcements clear, engaging, and attractive to maximize their impact.
• Optimization of opportunity visibility: distribute offers on social networks, job boards, career sites to reach a wide range of qualified candidates.
• Improvement of the candidate experience: ensure responsive follow-up, transparent communication, and a smooth process to avoid abandonment during recruitment.
• Employee engagement in recruitment: encourage co-optation and sharing of offers by employees to reach a qualified network.
• Use of high-performance tools: an ATS to manage applications, an optimized website, chatbots for interaction, or even immersive videos to capture candidates' attention and encourage them to apply.

What is recruitment communication?

Recruitment communication corresponds to the various actions and strategies implemented by a company to attract, engage, and convert potential candidates into new employees. It is a recruitment lever that allows you to stand out from the competition and create a relationship of trust with candidates.

Recruitment communication includes several aspects:

• Enhancement of the company's brand image,
• Optimization of the candidate experience,
• Use of adapted communication channels to reach candidates.

This communication strategy is therefore part of a human resources management approach that encompasses the employer brand and the candidate experience. By combining these 3 aspects between communication and HR branding, the company will strengthen its credibility to attract the right talent and ensure a better match between candidate expectations and company needs.

What are the objectives of recruitment communication?

Recruitment communication has the main objective of attracting passive and active talent in the job market, but also aims to enhance the employer brand, improve the candidate experience, and reduce turnover**. For this, a company must structure its recruitment communication in a way that differentiates itself from the competition and ensures the effectiveness of its recruitment campaigns.

Attract qualified talent

According to LinkedIn, 75% of candidates are passive, meaning they are not actively looking for a job. For the company, it is essential to capture the attention of these candidates and encourage them to apply. This involves writing attractive job offers, adapted to the candidate's expectations, and distributing them on the right channels.

The production and sharing of engaging content, such as employee testimonials for example, can attract passive talent who are not actively job hunting.

Enhance the employer brand

Still according to LinkedIn, 72% of candidates research a company before applying, generally looking for a positive brand and company culture. Enhancing its employer brand, and thus its attractiveness, relies on a solid construction of its identity and reputation, through coherent communication across all channels.

Effective recruitment communication allows you to highlight these values, company culture, and professional development opportunities.

Today, talent is looking for a work environment that matches their expectations in terms of well-being, work-life balance, and career prospects. A company that communicates about its commitments and values its employees will be perceived as more attractive and will generate more qualified applications.

Improve the candidate experience

According to a CareerPlug study, 58% of job seekers have declined a job offer due to a poor candidate experience. A recruitment process that is too long, unclear communication with recruiters, or a lack of follow-up are often reasons that can push a candidate to abandon their application.

Recruitment communication aims to improve the candidate experience through better transparency on recruitment stages, regular follow-up of applications, and good responsiveness in exchanges with the company, informing the candidate at each stage of their journey (application, interview, results, follow-up).

Reduce turnover

A successful recruitment is not only measured by the number of applications received, but especially by the company's ability to retain new talent. Effective recruitment communication must therefore be honest and precise, clearly detailing from the start the missions, working conditions, and career prospects.

Transparency will allow for better alignment of candidate expectations with the reality of the position, thus reducing the turnover rate.

What are the advantages of good recruitment communication?

Recruitment communication mainly allows companies to be more attractive, but this is not the only advantage. When it is effective, good communication:

• Increases the visibility of job offers,
• Allows for better targeting of the right profiles,
• Engages employees in the recruitment process,
• Saves time and reduces recruitment costs.

Increased visibility of job offers

Job offers must be seen by the right candidates, at the right time, and on the right channels. Good recruitment communication allows you to increase the visibility of these offers by using various contact points with candidates: LinkedIn, specialized job boards, employment platforms, etc.

Beyond classic platforms, an approach via sponsored campaigns, SEO referencing on career sites, or even HR marketing actions can also allow better visibility.

A company that knows how to make itself visible and capture attention can benefit from a larger and more qualified talent pool for its current or future recruitment needs.

Targeting the right candidates to recruit

Good recruitment communication allows for better targeting of profiles by highlighting the skills, values, and specific expectations related to the position. Indeed, a vague or poorly formulated ad risks attracting candidates who do not match, resulting in a waste of time for recruiters and candidates.

Conversely, when recruitment messages are clear, consistent, and precise, candidates who apply are properly informed about the position and work environment, improving the chances of attracting qualified talent.

Employee engagement in the recruitment process

Employees are often the best ambassadors of a company. Well-orchestrated communication encourages their involvement in recruitment by valuing their experience and giving them the means to recommend candidates via co-optation programs.

Indeed, a company that implements tools allowing its employees to share job offers on their networks, express their satisfaction, and testify about their professional daily life, considerably strengthens its attractiveness.

Time savings and reduction of recruitment costs

A bad recruitment can cost the company dearly. Not only in monetary terms, but also in wasted time. Good recruitment communication optimizes the entire recruitment process by improving the quality and relevance of applications from the start, thus limiting bad hires.

Moreover, the use of digital tools, like our JobAffinity recruitment software, allows you to speed up application sorting, automate administrative tasks, and improve the candidate experience, for more effective recruitment.

For recruiters, less time spent on these time-consuming tasks means more time to focus on candidate selection, evaluation, and integration.

How to implement successful recruitment communication?

Implementing effective recruitment communication involves attracting the right candidates, convincing them from the first contact, and optimizing their candidate experience throughout the recruitment process. For this, it is necessary to have a structured method with several key steps to implement:

• Clearly define your employer brand: to communicate effectively, it is obviously necessary that the company's positioning be clear and well-defined. This involves identifying the fundamental values that structure the company's culture: what are its differentiating elements? How is the work environment stimulating and motivating? Candidates must be able to understand these messages immediately.
• Distribute on the right communication channels: the distribution of job offers must be multi-channel: career site, professional social networks, job boards, employment platforms, etc. This concerns not only job offers, but also content related to the employer brand.
• Maintain regular follow-up to optimize the candidate experience: following up on applications and accompanying candidates throughout the recruitment process involves responsive communication with candidates. A candidate who applies and receives no feedback within a reasonable time may lose interest in the position or accept another opportunity. It is therefore important to implement rapid and transparent response processes**.

What tools to use to optimize your recruitment communication?

Good recruitment communication relies on adapted tools that allow you to gain visibility, optimize the candidate experience, and automate certain tasks for an effective recruitment process:

• Software to optimize application management: an ATS like JobAffinity allows you to automate application management and optimize communication with candidates by ensuring fast and personalized responses.
• An effective career site: the distribution of job offers also goes through a well-optimized website, particularly a structured career page with engaging content to inform and attract candidates.
• Social networks to capture candidates' attention: LinkedIn, WhatsApp, Twitter, or even Instagram accounts allow you to distribute job offers, enhance the employer brand, and interact with talent. These platforms facilitate the engagement of passive candidates by highlighting the company's culture and opportunities.
• Chatbots and AI for interaction with candidates: HR chatbots instantly respond to candidates' questions, direct them to relevant offers, and facilitate appointment scheduling. They optimize recruitment communication by offering immediate responsiveness to candidates.
• Videos and interactive content: video formats are very popular for recruitment communication, as it is easier to capture candidates' attention with interactive content rather than a simple text ad. For example, company videos, employee testimonials, or even virtual tours make the recruitment process more immersive, and therefore more attractive.

Well-thought-out recruitment communication is essential to attract the best talent and optimize each stage of the hiring process. By structuring your communication strategy and using the right tools, you maximize the impact of your recruitment campaigns. And to simplify and improve your recruitment, discover our JobAffinity recruitment software, designed to optimize application management and strengthen your company's attractiveness.