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Generating Recruitment Leads via Digital Marketing

Generating Recruitment Leads via Digital Marketing

Technology now plays an instrumental role in the hiring and recruitment industry. In fact, in the world of digital marketing, one can draw parallels between the seemingly distinct talent and customer acquisition process. In a customer acquisition process, a business starts off by developing marketing content, which may contain ads press releases, white papers, blogs and lead-capture landing pages. This content is then used to generate sales leads for the business, which are further nurtured until they become fully qualified buyer leads. The entire workflow is made possible by what is known as Marketing Automation – a process by which the launching and monitoring of required tasks for the purpose of lead generation can be automated.

You might be asking what the similarities between customer acquisition processes and hiring and recruitment are. For the latter, some might know the alternative name for it: talent acquisition. The keyword “acquisition” is the first similarity between these two constructs; during the talent acquisition process, one is generating talent leads to help fulfil the human resource requirements for an organization. These leads need to be analyzed, reviewed for suitability in terms of skills and experience, and then given an offer after an interview process. In short, these leads need to be qualified before an organization “purchases” the talent. Along the same line, sales leads need to be qualified, assessed for suitability during face-to-face customer engagement, and finally closing the sale if the needs can be matched by the product or service offering. 

Relevant Keywords are Crucial in Recruitment Too

Just like any customer acquisition process, the talent acquisition process starts off with content development. The type of content to be developed in both cases is alike: for example, job posts possess a similar structure with paid ads. They include a search engine optimized job description, which in itself is analogous to paid ads which need to be search engine ready as well. On a similar note, job boards and aggregators deploy search algorithms in determining the relevancy of a given job post, just like how Bing or Google’s algorithms determine which ads or web pages to show on the first page of the search results.

In both job boards and search engines, there is a strong emphasis on using relevant keywords to help improve the outcome of the search. These keywords can be embedded in different parts of the job ad, such as job title, job description, and required skills. The more specific and relevant these keywords are, the more likely the appropriate jobs will come up during a candidate’s job search. In the area of search engine optimization (SEO), digital marketers use highly specific and relevant keywords to generate more traffic to their sites; similarly, headhunters can do the same to help get more prospective candidates to look at the job postings. When you launch a job ad with the right content – defined as having the specific and relevant keywords – on recruitment platforms such as Monster, Craigslist, Sponsored Ads, Jobs2careers and Indeed, you will start to generate prospective candidates just like a business generating sales leads with its paid ads. It is also important to conduct talent lead generation campaigns across multiple channels and platforms to reach out to as many prospective candidates as possible.

Qualifying the Leads Generated

After generating the talent leads from the recruitment campaign, the next task is to qualify the candidates whose profiles have turned up. From each campaign, it is possible that you might have received hundreds of resumes; given this number, it simply is not productive to get each and every candidate in for the initial interview. Rather, you would proceed with qualifying the candidates whom you think would be ideal to bring in for the first face-to-face session with human resource and the hiring manager. At the present moment, there are not many tools which you can utilize to help you qualify a candidate in totality; there are, however, programs which can give an approximation of a candidate’s suitability by returning a score based on the keywords that have been used in one’s resume. Online interviews and resume analysis go one step further by providing an intelligent score. With these automated scoring tools, human resource and / or the hiring manager will be spending less time on checking the resume, and affording more quality time on interviewing the most qualified candidates.


Generating talent leads via digital marketing is not new: companies such as Buffer, a social media sharing company, has always utilized inbound marketing approaches in its talent lead generation process to fill its manpower requirements. For every 20 new positions Buffer advertises every month, the human resource department will get anything between 1500 and 2000 applications. The company uses different channels, such as social media, email, and content, to advertise their job openings. All these ultimately bring the candidates back to Buffer’s job openings’ page. Another company, Dell, also relies on social media as part of its recruitment campaigns; the computer giant has, since 2010, been witnessing a double growth in “social hires” through its digital talent lead generation efforts. Currently, the company is dependent on its current employees to advocate the perks of working at Dell, which is usually done through platforms such as Google Hangouts, LinkedIn and Glassdoor Reviews.

PricewaterhouseCoopers (PWC), a worldwide consultancy firm, also allows their employees to share their wonderful experience working in the company via its “Careers” page, thereby promoting the firm as a brand to potential candidates. This is an excellent example of how internal stories can be used to market a firm and increase its perceived attractiveness in the eyes of potential candidates, which helps in enticing interested ones to join. When you want to recruit talent, there are many innovative and effective ways to do so, just like how you would with sales lead generation. A Singapore based online marketing agency, in this case, can provide invaluable assistance in devising and executing your talent lead generation campaigns.

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