When it comes to attracting talent, simply posting a job and hoping for the right applicants no longer cuts it. Organisations need a strategic approach to talent acquisition that starts long before a candidate clicks "apply."

Our recent webinar brought together employer branding experts from global organisations to share insights on creating an effective recruitment marketing funnel. The panel featured Chris Woods from Mars, who brings valuable insights from his experience in building employer brand strategies Ana King, Head of People and Talent at SAPI, adding her expertise in talent acquisition and employer branding; and Brenton Collins, Recruitment Marketing & Employer Brand Manager at Walmart. The session was  hosted by our very own CEO and Co-Founder, Molly Johnson-Jones.

Understanding the difference: employer brand vs. recruitment marketing

The conversation kicked off by clarifying the distinction between employer brand and recruitment marketing - two terms often used interchangeably, but which actually serve different purposes.

Employer brand is a long-term strategic initiative focused on shaping people's perception of your company. It isn't just about attracting people; it's also about deterring unsuitable candidates. As Chris from Mars put it: "Employer brand is the blanket approach - it's how you sell what Mars is like, what the selling points are, what your EVP is, and the unique parts of working at Mars."

By contrast, recruitment marketing is more tactical and campaign-driven. It sits underneath the umbrella of employer branding and focuses on specific goals - perhaps attracting sales talent in a particular location, or improving the relevance of applications to your graduate scheme.

Brenton from Walmart described recruitment marketing as: "Very much objective-based. I need something now, I've got to do it, and what are all the tactics, channels, and strategy I can use to deliver what's needed to reach that objective."

The recruitment marketing funnel: from awareness to hire

The panel agreed that structuring your approach like a marketing funnel makes sense, with employer brand at the very top creating awareness, recruitment marketing in the middle driving consideration, and then applications flowing through at the bottom.

Brenton emphasised the importance of understanding what you're trying to solve at each stage: "When you start looking at that funnel and say 'we don't have enough applicants,' great, we've got a strategy to help open up the top of the funnel. But if you're saying 'we're getting too much drop-off, people are ghosting us,' that's a different problem."

The experts shared that each touchpoint in the funnel is an opportunity to make candidates "love you more and more." Recruitment marketing doesn't end when someone applies, it continues throughout the candidate journey.

Chris from Mars shared his approach: "My job is to deliver the right message at the right time to the right people." He explained that his role involves understanding that different talent groups want different things, and your messaging needs to reflect that.

Segmenting your approach for different talent groups

One of the most significant insights from the webinar was the importance of moving away from a one-size-fits-all approach to talent attraction.

Chris emphasised: "A one-size-fits-all approach is the fastest way to be ignored. We scroll through 78 miles of content a year - delivering the same message just doesn't work."

The panelists discussed how different demographics and role types require different messaging. Ana from SAPI shared how they highlight different aspects of their EVP depending on who they're speaking to: "If you're talking with someone fresh out of uni, you'll likely sell the part of our EVP related to flexibility, with core hours between 11 am and 4 pm. But if someone is at a different life stage, we might focus on our generous parental leave."

The role of data and research

All panelists stressed the critical importance of data and research in building an effective recruitment marketing strategy.

Brenton cautioned against rushing into campaigns based on assumptions: "I can't underscore enough the importance of doing the right research, audience research, and collecting data. A lot of people rush into recruitment marketing with assumptions."

When asked about gathering data on specific talent segments, Chris shared his three-pronged approach:

1. Working closely with employee resource groups to understand what attracted them and what keeps them at Mars
2. Leveraging platform data from LinkedIn and Flexa
3. Creating campaign feedback loops to test different messages and approaches

Common friction points and how to address them

The panel identified several common friction points in the recruitment funnel that organisations should address:

1. Difficult application systems: Ana pointed out that the applicant tracking system (ATS) is often a major stumbling block. "It's such an easy win to design that journey to be pleasant rather than painful."
2. Inconsistency across platforms: "If your LinkedIn page tells one story but your Glassdoor reviews tell another, candidates will think twice about applying," Ana noted.
3. Poor candidate experience: All panelists emphasised the importance of respectful communication throughout the process, including face-to-face rejections for candidates who've invested time in multiple interviews.
4. Lack of transparency: The panel agreed that organisations need to be more transparent about what they offer. Vague statements like "flexible working" or "great culture" are no longer sufficient.
5. Slow processes: Brenton highlighted that speed and transparency are crucial: "You've got candidates who potentially have multiple options, and if you aren't fast enough, another employer will be."

Measuring success: beyond applications

When asked about metrics that teams should track, the panelists offered several suggestions that go beyond simply counting applications:

• Candidate quality: Ana recommended looking at how many applicants make it to first and second interviews, as well as offer acceptance rates.
• Brand affinity: Brenton suggested measuring not just awareness but affinity: "You've heard of us, but would you want to work with us? Would you spend time filling out an application?"
• Engagement quality vs. volume: Chris pointed out that engagement from the right audience is more important than total engagement numbers.
• Passive talent pipeline: Molly highlighted the value in tracking people who sign up for job alerts or save their profile even when they're not actively looking - showing your brand has resonated with them.

Taking action: next steps for your organisation

Based on the webinar insights, here are practical steps to enhance your recruitment marketing funnel:

1. Start with a clear employer brand foundation - you can't have effective recruitment marketing without understanding why someone should work at your company.
2. Map your candidate journey and regularly test it yourself - are you coming from a LinkedIn ad? A brand campaign? Experience the application process firsthand to identify friction points.
3. Segment your audience and develop targeted messaging for different talent groups rather than using a one-size-fits-all approach.
4. Invest in research to understand what your target talent values and how your offering compares to competitors.
5. Focus on transparency rather than generic statements about your culture and benefits.
6. Build trust throughout the candidate journey by ensuring the "holiday matches the brochure" - what candidates experience when they join must match what was promised during recruitment.

Final thoughts

As Chris from Mars succinctly put it: "Everyone has an employer brand, because everyone feels something and says something about the place they work." The question is whether you're actively shaping that narrative, or letting it develop without your input.

By taking a strategic approach to your recruitment marketing funnel and focusing on authenticity, segmentation, and removing friction points, you can attract not just more candidates, but the right ones for your organisation.

To learn more about how Flexa can help you showcase your unique EVP and attract the right talent, take our 2-minute EVP quiz to discover the key elements that define your value as an employer.