Kandidatmarknadsföring

Kandidatmarknadsföring, often translated as candidate marketing, is a strategic approach within recruitment that focuses on attracting and engaging potential job candidates. It treats candidates as a target audience, similar to how businesses market products to consumers. The core idea is to build relationships with individuals who may be suitable for future roles, even if there isn't an immediate opening.

This practice involves various activities designed to create a positive perception of the employer brand. These can include content marketing, such as blog posts, social media updates, and career site information that showcases company culture, employee testimonials, and career development opportunities. Event marketing, like career fairs or industry conferences, also plays a role. Furthermore, nurturing potential candidates through email campaigns and personalized communication helps keep them informed and interested.

The goal of kandidatmarknadsföring is to create a pipeline of qualified talent that an organization can draw upon when needed. This proactive approach can reduce time-to-hire, improve the quality of hires, and lower recruitment costs in the long run. By building relationships before a vacancy arises, companies can attract top performers who might otherwise be passively employed or unaware of opportunities. It shifts the recruitment focus from a reactive process to a more strategic, long-term engagement with the labor market.