BDC Advises on Using Recruitment Marketing Amid Labour Shortage

The Business Development Bank of Canada (BDC) has released guidance for businesses struggling to hire and retain staff. In 2023, 61% of small and medium-sized companies reported facing difficulties, a significant increase from previous years. BDC argues that traditional job postings are no longer sufficient, urging businesses to adopt 'recruitment marketing'.

Recruitment marketing applies similar tactics used for selling products and services but focuses on presenting the entire organization to potential employees. This strategy aims to stand out in a competitive job market and attract top talent.

"Most businesses can give a 30-second pitch on why somebody should buy their products," said Adam Nalepa, Senior Business Advisor with BDC Advisory Services. "They often can’t do the same when asked to explain why people should come work for them."

According to BDC, recruitment marketing also helps attract passive candidates who may not be actively seeking employment but might consider a company they hear good things about. Furthermore, a strategic approach streamlines the recruitment process, which is crucial in a tight labour market.

To implement this strategy, companies are advised to examine their current recruitment channels and assess if they reach the ideal candidate profile. BDC suggests utilizing diverse methods, such as videos showcasing a 'day in the life' at the company and more targeted social media advertising, to effectively highlight the organization's employer brand and employee experience. Continuous testing and optimization are key to developing a successful recruitment marketing strategy.