Recruitment Marketing Certification

Module 1: Introduction to Recruitment Marketing

• Recruitment marketing concepts
• Recruitment vs recruitment marketing
• Talent attraction fundamentals
• Candidate engagement
• Recruitment marketing lifecycle
• Modern recruitment trends

Module 2: Understanding the Candidate Journey

• Candidate journey stages
• Candidate touchpoints
• Awareness and consideration
• Application experience
• Candidate decision-making
• Journey mapping

Module 3: Recruitment Marketing Strategy

• Defining recruitment objectives
• Identifying talent requirements
• Target audience selection
• Channel planning
• Campaign planning
• Measuring outcomes

Module 4: Employer Branding Fundamentals

• Employer brand concepts
• Employer reputation
• Brand positioning
• Internal and external perception
• Employer brand identity
• Building brand consistency

Module 5: Employee Value Proposition

• EVP fundamentals
• Understanding employee expectations
• EVP components
• Differentiating the organisation
• Communicating the EVP
• EVP alignment

Module 6: Candidate Personas

• Candidate persona concepts
• Audience research
• Candidate motivations
• Skills and experience
• Candidate preferences
• Developing talent personas

Module 7: Recruitment Content Strategy

• Content planning
• Candidate-focused content
• Employee stories
• Workplace content
• Job-related content
• Content calendars

Module 8: Writing Effective Job Content

• Job advertisement structure
• Job titles
• Role descriptions
• Candidate-focused messaging
• Calls to action
• Improving job content

Module 9: Career Site Optimisation

• Career site fundamentals
• Candidate navigation
• Employer brand messaging
• Job search experience
• Mobile experience
• Conversion optimisation

Module 10: Social Media Recruiting

• Social recruiting concepts
• Platform selection
• Organic recruitment content
• Employee advocacy
• Candidate engagement
• Social recruiting strategy

Module 11: Digital Recruitment Campaigns

• Campaign objectives
• Audience targeting
• Recruitment advertising
• Campaign messaging
• Candidate landing pages
• Campaign optimisation

Module 12: Search and Recruitment Visibility

• Candidate search behaviour
• Recruitment keywords
• Job content optimisation
• Search visibility
• Career page discoverability
• Content relevance

Module 13: Talent Communities

• Talent community concepts
• Building candidate databases
• Candidate segmentation
• Talent engagement
• Relationship building
• Maintaining talent pipelines

Module 14: Candidate Relationship Management

• Candidate relationship concepts
• Candidate communication
• Personalised engagement
• Follow-up strategies
• Candidate nurturing
• Long-term talent relationships

Module 15: Recruitment Email Marketing

• Recruitment email campaigns
• Candidate segmentation
• Email content
• Subject lines
• Calls to action
• Campaign performance

Module 16: Candidate Experience

• Candidate experience fundamentals
• Application journey
• Communication quality
• Interview experience
• Candidate feedback
• Experience improvement

Module 17: Recruitment Funnel Management

• Recruitment funnel stages
• Candidate conversion
• Application rates
• Drop-off analysis
• Funnel optimisation
• Recruitment pipeline insights

Module 18: Recruitment Marketing Analytics

• Recruitment marketing metrics
• Source effectiveness
• Cost per application
• Conversion rates
• Engagement metrics
• Campaign performance

Module 19: Employer Brand Measurement

• Brand awareness
• Candidate perception
• Employee advocacy
• Career site engagement
• Social media engagement
• Employer brand indicators

Module 20: Recruitment Technology

• Applicant tracking systems
• Candidate relationship platforms
• Recruitment automation
• Recruitment marketing platforms
• Analytics tools
• Technology integration

Module 21: AI in Recruitment Marketing

• AI-supported content creation
• Candidate personalisation
• Recruitment chatbots
• Audience insights
• Campaign optimisation
• Responsible AI usage

Module 22: Building an Integrated Recruitment Marketing Plan

• Defining hiring priorities
• Developing candidate personas
• Selecting attraction channels
• Creating content plans
• Defining performance metrics
• Continuous campaign improvement