Curious about what it really takes to nail recruitment marketing? You’re in the right place.
As businesses battle it out for top talent in their industry, recruitment marketing has taken the spotlight. But how do you create campaigns that aren’t just eye-catching, they also deliver real results?
Wiser’s Head of Campaigns, James, dives into the essentials. From breaking down the key elements of a winning strategy to sharing his predictions for the year ahead.
The core of a successful recruitment marketing strategy
What do you see as the key components of a successful recruitment marketing strategy in today’s market?
Whether you're working in consumer marketing, B2B, or talent attraction, success always comes down to the same three components: the right message, the right person, and the right time. Strip away the frameworks—SWOT analysis, the Four Ps, or even “get to buy” — and it’s these principles that consistently deliver results.
1. Right message
Your message is the cornerstone, and research proves it. LinkedIn found that creative messaging does about 47% of the heavy lifting in advertising. In other words, nail how you communicate your offering to target talent, and you’ve already won half the battle.
When your message resonates, it naturally engages the audience you want to reach, making the rest of the process smoother. A compelling tagline or set of brand values don’t just inform — they connect, inspire, and drive action.
2. Right person
Thanks to modern platforms, the range of ways to reach candidates is now more complex than ever with the average candidate using 9-10 different platforms everyday. For employer brands there is added complexity in that over 80% of the market is passive, so spending your time cultivating your job board strategy will only reach a small portion of the possible market. The key to effective recruitment marketing is balance, do your research and find where candidates spend their free time as well as their time looking for work, and use your data to validate that what you’re doing is working, then adjust from there.
3. Right time
Timing is the trickiest element, especially in recruitment marketing.
Around 70% of the workforce is passive, meaning they’re not actively looking for a job. Convincing someone to change roles is far more complex than selling a product like a phone. With a phone, you can appeal to features or even tap into irrational desires. But changing jobs? That’s a deeply rational decision, tied to timing, mindset, and readiness for change.
This is why consistent advertisement of your value proposition is so crucial, year round. The right message to the right person plants a seed and keeps your brand front of mind. If you get it right, you’re laying the groundwork for when the timing aligns.
The evolution of recruitment marketing in 2025
Which areas of recruitment marketing do you see evolving most in 2025?
If there’s one area of recruitment marketing that’s evolving rapidly, it’s data. Just a few years ago, conversations about data felt like a mystery to many. Now, brands and agencies are not just embracing it — they’re challenging each other to do better with it.
When I started talking about data in recruitment marketing, it often silenced the room. Today, the conversation is dynamic, with employers, AT providers, and agencies diving deeper into the potential of data-driven insights. It’s exciting to see the industry starting to use tools like Google Analytics, Tag Manager, and DoubleClick to make real strides.
Consumer marketing has mastered tracking — from a purchase all the way back to an ad. Recruitment marketing is still catching up. Challenges like GDPR and CCPA complicate tracking a hire back to a single touchpoint. But as tools improve, more brands are eager to solve this puzzle.
I believe that the more we, as an industry, embrace data, the better we’ll be in the long term.
Advice for recruitment marketing newcomers
What advice would you give to organisations that are just starting to explore paid recruitment marketing?
Choosing the right partner can make or break your recruitment marketing success. Whether you’re tackling a big challenge or exploring proactive options, finding someone who aligns with your needs is crucial.
If you’re new to the space, consider working with an external partner. They bring objectivity, experience, and fresh perspective to your brand and challenges. A great partner doesn’t just solve problems — they consult, advise, and help you grow.
The right partner depends on factors like your budget, the scale of your problem, and the time you can commit. Collaboration is key, the agency should offer expertise, but your brand must also share knowledge to make the partnership effective.
And don’t forget — chemistry matters . Choose a partner you’ll enjoy working with. Shared enthusiasm and collaboration go a long way in creating something special.
Feeling unsure about advertising theory? Start small. Tools like ChatGPT or Gemini can give you a crash course on tracking, targeting, or auction frameworks. Spending just a little time learning the basics will help you engage in the process more effectively. A good agency won’t bury you in jargon, but a bit of knowledge empowers you to ask the right questions and contribute meaningfully to the project.
Pick a partner who aligns with your vision, inspires collaboration, and brings expertise to the table. When the fit is right, the rest of the journey becomes easier and much more exciting.
