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Recruitment Marketing Strategy Template

1. Executive Summary

The executive summary lays the foundation for your marketing strategy & tactical playbook. This section should be brief, focusing on a concise explanation of the document’s scope and purpose. You can create your own summary or use the template’s default summary.

The purpose of this document is to outline the brand strategy and go-to market tactical plan for [company.name]. The document will explore overall brand positioning, relevant market environments & conditions, and basic tenets of tactical execution & measurement. 

2. Environment Analysis

In the environment analysis section, your team should consider the environment that your firm operates in. For a staffing or recruiting agency, this section often details the overall economic environment in the region(s) you operate in, including industries served and their current state of growth.

Political Factors

How can governing entities (government or industry) impact and influence your strategy and your target audience?

Economic Factors

How does the local, regional, and national economy impact your firm’s success? Consider growth outlooks and overall economic stability, and how they can impact your ability to market and operate.

Social & Demographic Factors

What are the cultural factors unique to the industries you serve or areas you do business in? How can these factors impact your growth?

Technological Factors

How can technology impact the way that you build your brand and interact with your target audience? What are the behavioral patterns of your target audience related to technology?

Legal & Regulatory Factors

What laws and regulations do you need to navigate through in order to successfully activate your marketing strategy and grow your business?

Ecology Factors

Are there any factors related to the natural environment in the areas that you do business in which may impact your strategy or ability to grow your business? 

3. Brand Identity

In the brand identity section, begin to explain the identity, purpose, and position of your brand in response to the environment conditions. This section doesn’t require complete detail regarding these matters, just a paragraph or two laying the framework for details in later sections.

What Problem Do We Solve?

Are there any factors related to the natural environment in the areas that you do business in which may impact your strategy or ability to grow your business? 

How Are We Different?

Are there any factors related to the natural environment in the areas that you do business in which may impact your strategy or ability to grow your business? 

What is Our Message?

Are there any factors related to the natural environment in the areas that you do business in which may impact your strategy or ability to grow your business? 

4. Competitive Analysis

In the competitive analysis section, your team should document their due diligence in scouting relevant competitors to your firm. For a basic strategy document, identify your top 3-5 competitors. Document their brand identity & reputation and include a SWOT analysis for each of them.

Competitor 1

Competitive analysis table for Recruiterly Recruitment Marketing Strategy Template

Competitor 2

Competitive analysis table for Recruiterly Recruitment Marketing Strategy Template

Competitor 3

Competitive analysis table for Recruiterly Recruitment Marketing Strategy Template

5. [Company.Name] SWOT Analysis

Now that your team has completed a SWOT analysis for your top competitors it’s time to do the same for your firm. Take the time to discuss each SWOT category as a team and capture the details of that discussion here.

Competitive analysis table for Recruiterly Recruitment Marketing Strategy Template

6. Marketing Objectives

Set SMART goals for your marketing efforts and document them in this section of the document. As a rule, marketing objectives should be measurable, attainable, and tied to business outcomes.

Examples of common objectives can be found on pages 2 & 3 of the Recruiterly ebook: The Ultimate Recruiter’s Guide to Digital Marketing.

7. Audience Analysis

The audience section of this document is where you detail who your firm serves. The section comes in two parts- candidates and hiring companies. Don’t shy away from detail here- both sections should be fleshed out with full personas including demographic and psychographic information.

A guide to developing effective personas can be found on page 6 of the Recruiterly ebook: The Ultimate Recruiter’s Guide to Digital Marketing.

Candidates

Consider the geographic region and industries that your firm serves. Who are the candidates seeking (and eligible for) roles at the hiring companies that you regularly work with? Demographic data can be taken directly from previous applications on file if you have them, otherwise hiring companies and any local certifying authorities (trade schools, for example) can help your team form an understanding of the candidates you’ll need to appeal to and engage.

Hiring Companies

Similar to the approach to developing candidate personas, consider the nature of the hiring companies that your firm works with. Take the time to form an understanding of the nature of the businesses as well as the decision makers who will be critical to your team’s success.

8. Brand Strategy

The Brand Strategy section of this document provides the high-level overview of how your firm will activate your brand identity in response to the market environment, competition, and desired target audiences. This section includes several sub-sections, including value propositions, customer journey, and marketing mix.

Value Propositions

This section is where you form the “elevator pitch” for your firm. Your marketing should be centered on a central, consistent, and differentiating value proposition bolstered by relevant supporting value statements.

Core Value Proposition

Your core value proposition is the central theme for your firm’s marketing presence.
It should be:

  • Consistent- a strong, unwavering theme that grants your brand an unmistakable identity
  • Differentiating- a statement that makes your position relative to competitors clear

Supporting Value Statements

Your supporting value statements should expand on and lend further credence to your core value proposition. They should be focused, clear, and direct in appeal to your target audiences.

Customer Journey

This section is where you’ll detail the journey and experiences that your target audiences undertake as they seek what your firm offers. Take the time to consider and document the common impetus for the journey, the steps taken from initial cause of action to final resolution or purchase, and the audience’s challenges, needs, and concerns along the way.
Most customer journeys start with a problem (unemployment being a common example for an individual seeking employment) and end (ideally) with a solution that your firm provides.

In each step of the customer journey, consider the following:

  • Environment: What is happening to/for the target, causing them to act?
  • Mindset: What frame of mind is the target in? What is important to them now? What are they concerned or hopeful about?
  • Location: Where is the target active during this part of the journey? This could be a physical location or a digital platform.
  • Action: What is the target likely to do during this part of the journey?

Marketing Mix

The Marketing Mix section of this template is where you’ll select the marketing channels that your firm will leverage.

This decision often comes down to a combination of factors:

  • Audience Location: Where can you engage your target audience? Are they active on social platforms? Do they frequent certain other websites? Do they search for answers in search engines, like Google or Bing? Do they attend in-person events such as job fairs?
  • Budget: Not every potential engagement platform is realistic given budget constraints. Which channels or locations can your firm activate given your current estimated marketing budget? Also consider additional areas of focus in the event that inject funds become available.

In addition to listing the marketing channels that you’ll leverage to activate your strategy, describe how each channel aligns to the customer journey you’ve outlined in this document, and how your company will leverage the channel to integrate your brand with the target audience during that journey.

Here are a few examples of common marketing channels:

  • Search Engines (organic and paid being two distinct efforts)
  • Social Media (be specific about which platforms)
  • Email
  • Trade websites or forums
  • Trade publications (print or digital)
  • Industry events
  • Job fairs and similar events
  • OOH (out of home) channels- billboards, local venues, etc
  • Direct Mail

A guide to selecting a marketing mix and leveraging effective channel strategy can be found on pages 11-27 of the Recruiterly ebook: The Ultimate Recruiter’s Guide to Digital Marketing.

9. Marketing Mix

This section of the strategy template is where you’ll connect your marketing mix to your SMART marketing objectives. Consider how you will regularly monitor and assess the business results of your marketing efforts. If possible, plan to address both gross and incremental reporting needs in order to get both real-time leading indicator reporting and periodic true additional value delivered to your bottom line by your marketing efforts.

Keep in mind that marketing measurement is complex, and varies wildly depending on how you go to market. Core KPIs leveraged by many firms include Recruiterly scores, Overall website traffic & bounce rate, organic search ranking for target keywords, digital brand sentiment, available impressions for your firm’s company name, and cost per lead for your digital marketing mix.

The table below provides a broad-scale template which will allow your firm to measure activity at each stage of your marketing funnel with reasonable global KPIs. As your measurement strategy matures, you can develop KPIs which are more directly aligned to your marketing strategy and growth objectives. We recommend replicating the table below (or similar) in either Excel or a more robust reporting tool once you have activated your marketing strategy.

 

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