Sounds sort of weird right? A Marketing Director to work inside Human Resources. The reality is that marketing may be one of the key things missing from the world of social recruiting and justifying budgets each year to the executive team. Having a dedicated Marketing person that can analyze and execute campaigns is something that could prove vital to keeping HR recruiting budgets in tact as well as bringing in more quality talent.
Tracking all of your ads and spend through to conversions.
One thing that a dedicated marketing professional could do for HR is set you up with tracking links. It could be anything from the Google URL builder to an Analytics system or even other free services like Bit.ly. Once you have tracking in place, you can follow through how many candidates click on your job postings. Which sites send the most quality candidates and how many come to your site, submit a resume or complete a full profile. You'll also be able to measure which part of the submission process they leave your site at and fix the issue.
Now that you have this information you are able to determine which job sites or classified sites are providing you with the most value and best quality candidates for your money. You'll also be able to start finding out which ones may be upping your spend with click fraud. You can justify the spend on certain sites and even find ones where you may be wasting money.
Setting up analytics.
If you have a dedicated marketing professional they can begin testing the wording and layout of the HR section of your websites for userability and friendliness. The marketing person will show you how to get more people to go through the sign up process to submit their resumes as well as get more people to the section in general. Analytics can help to show you where your candidates are coming from, the highest traffic volumes and even by which hours they are searching through your site and which part of the country or world they are from. By knowing what people are looking for on your site you can see which jobs have the most interest and you'll also be able to tell if the hard to fill jobs are getting any visibility. Once you determine this, your marketing person can go in and work the interface and sales funnel to help make those hard to find people find your positions easier and make submitting resumes for these jobs even easier for the candidates.
Getting more quality people to your hard to fill positions.
Whether you're looking for a C sharp programmer or a talented and legit SEO, a dedicated marketing person can go out and do your media buys, ad buys and SEO for you to help bring these people to your site directly. This isn't in place of but can help to maximize your return on spend with job sites and social media sites. The nice thing about a quality in house marketer is that he or she will be able to hit the ground running with exactly how to improve your site and get these hard to find people to not only find you on their own, but also to bring them to you from the traditional recruiting sources.
Something that many HR departments could be missing is a talented Marketing Director who can execute, analyze and implement strategies. Having this person in the department will not only help to make the Recruiter's life easier, but it could help set the tracking in place to justify and keep the HR budgets in tact each year. They could help with everything from the social media sites and Social Recruiting to designing and placing ads in newspapers as well as trade magazines and setting tracking in place. Talented marketing people will help to justify a larger budget so you can prove certain channels have more room to bring in more quality people. There are a ton of benefits you could find from having a dedicated Marketing Director in HR, but it doesn't seem like many companies have reached a point where they are ready to hire that one extra person who could make a huge difference.