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How to Craft and Implement a Talent Marketing Strategy

Posted by
Nupura Ughade
July 25, 2023

In a competitive hiring landscape, attracting and retaining top talent is paramount. And as the demand for skilled professionals continues to rise, organizations must go beyond traditional recruitment methods to stand out.

A well-crafted talent marketing strategy enables businesses to proactively showcase their employer brand and engage with the right candidates at the right time.

To set the stage, let's take a look at some eye-popping statistics that emphasize the importance of talent marketing in today's workforce:

  • 86% of organizations are prioritizing employer branding and talent marketing.
  • 69% of candidates are more likely to apply to a company with a strong employer brand.
  • 58% of candidates say a bad review has stopped them from applying for a role.

To harness the potential of talent marketing, organizations must develop a comprehensive strategy that aligns with their business objectives and resonates with their target audience.

What is talent marketing?

Talent marketing is a strategic approach that focuses on building candidate relationships, fostering engagement, and promoting an organization's unique culture and opportunities.

In essence, talent marketing combines the prowess of marketing techniques with the art of recruiting, ultimately creating a magnetic employer brand.

Key Components of a Talent Marketing Strategy

Crafting and implementing a winning talent marketing strategy demands meticulous planning and a deep understanding of the ever-evolving dynamics of the talent landscape. Here’s how you can build a winning talent marketing strategy:

Define your target audience

As I said above, talent marketing is all about reaching the right prospective candidate with the right message at the right time. Start by understanding your organization's talent needs and analyzing your existing workforce. Conduct market research to gain insights into industry trends and candidate preferences. Create detailed personas representing your ideal candidates for key roles. Test, iterate, and continuously update your strategy to stay aligned with evolving talent needs.

Develop a compelling employer brand

Build an authentic and attractive employer brand. Define your company's unique culture and values, and then translate them into an appealing brand image. Use various channels to showcase your employer brand, such as social media, company website, and talent marketplaces. Candidates want to hear about the experience of actual employees and will look at reviews before deciding to apply. Encourage employees to share testimonials and write positive Glassdoor reviews.

Using automation, you can send automated communication to your employees. For example, seek testimonials and reviews from:

  • An employee who has just been promoted or recognized for their work.
  • An employee or alum who has given you a high positive score in an NPS survey

Your chances of getting an immediate, positive response are much higher in these cases.

Create an effective talent sourcing plan

Explore diverse talent sources, including talent marketplaces, job boards, social media platforms, professional networks, and of course — your existing candidate database. Reconnect with previous applicants who have expressed interest in your organization. Utilize your ATS/Recruiting CRM Software to identify qualified candidates for new roles and send automated messages to reengage them.

You can also simplify the application process by implementing text-to-apply or QR code scans. Build connections with universities, alumni networks, and industry influencers, so they can help spread the word about your job openings.

Implement targeted recruitment marketing campaigns

Create multichannel personalized recruitment marketing campaigns to reach candidates at scale. Automation can play a big role in executing such campaigns. Think of talent marketing and candidate experience at each stage of a talent engagement cycle:

Attraction: Create targeted and personalized text campaigns and email campaigns to attract the right candidates. You can target specific segments of candidates based on their function, location, etc.

Application: Create a simple and user-friendly application process, reduce application time, and provide real-time feedback on their application status.

Screening: Use AI-powered chatbots to set up pre-screening questionnaires and leverage AI-powered resume screening tools to quickly identify top candidates.

Interview and selection: Set up automated scheduling, provide personalized interview preparation content, and send real-time reminders and feedback.

Onboarding: Create a personalized onboarding experience, such as providing relevant content, an online welcome kit, and a virtual tour of the company.

Optimize your talent marketplace presence

Talent marketplaces are valuable platforms for connecting with candidates. Create an attractive and comprehensive company profile that highlights your employer brand and unique selling points. Showcase compelling job listings and descriptions that clearly communicate the opportunities and requirements. Utilize search filters and algorithms provided by the talent marketplace to target and reach the right candidates efficiently. Don’t forget to leverage SEO and targeted keywords to increase visibility.

Utilize analytics and data-driven insights

Track key metrics such as the effectiveness of different sourcing channels, application conversion rates, and time-to-hire. Regularly review and adjust your strategy to achieve better results. A talent engagement platform equipped with hiring analytics and reporting capabilities provides comprehensive insights into the performance of your talent marketing strategy. It can also track and analyze key metrics, generating reports that highlight areas for improvement.


Industry groundbreakers are embracing recruitment marketing tools and seeing measurable success, including the holy grail in talent engagement: ROI.

Want to see how leading brands leverage cutting-edge talent engagement technology to attract top talent fast? Request a demo to see how Sense can help you meet your hiring goals.

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